The business events industry is evolving fast with the next generation of attendees leading the charge, as noted in a recent IAEE Emerging Leaders Insights Hour where attendees dug deep into CEIR research on next-gen expectations for exhibitions and translated those findings into practical strategies. Here, we explore the themes that stood out most, and that every exhibition organizer and supplier should have on their radar.
Connections are Thriving, Just Not at Lounges
Only 17% of next-gen attendees report using formal networking lounges, and that number tells a revealing story. The next generation isn’t skipping networking, they are simply doing it everywhere else: on the show floor, at evening mixers and in the moments between sessions. Dedicated lounges feel too prescribed for a generation that networks organically and immediately.
- Next-gen attendees connect on LinkedIn while still standing in a booth, making in-the-moment relationship-building their default mode rather than saving it for a designated space.
- Evening meetups and mixers are where meaningful networking actually happens, suggesting that informal, social settings are far more effective than structured lounge environments.
- Organizers would be better served repurposing lounge space into productivity zones such as work pods, charging stations and food seating that actually match how attendees want to use their time.
The bottom line: stop building spaces around what you think networking should look like and start designing for how it actually happens. Give attendees the infrastructure to recharge (literally and figuratively), and the connections will follow naturally.
Attendees are Doing Their Homework Before They Arrive
A full 63% of next-gen attendees pre-plan their show floor navigation, with 31% researching exhibitors and 25% researching education sessions before they even set foot onsite. Time is their most precious resource, so they are not willing to waste it wandering. This puts enormous pressure on the quality of pre-event digital touchpoints.
- Suppliers need compelling, detailed descriptions in show apps and user-friendly websites. If an attendee can’t quickly understand your value before arriving, they may never find their way to your booth.
- Encouraging presenters to include their LinkedIn profiles on session pages gives researchers a human connection to the content before the event, increasing the likelihood of attendance.
- Short video previews from speakers are a powerful tool for exhibition organizers, giving potential attendees an authentic sense of a session’s energy and relevance beyond a written description.
Winning the next-gen attendee increasingly means winning them before the doors open. Invest in your digital presence as seriously as you invest in your physical one.
In-Booth Activations are the Highest-Value Real Estate on the Exhibition Floor
With 64% of next-gen attendees participating in product or in-booth activations, it’s clear that experiences – not just displays – are what earn attention and memory. Passive booths with signage and brochures are fading; interactive, participatory moments are what cut through the noise of a busy exhibition floor.
- Activations work best when they require a sign-up or participation step, giving booth staff a natural window to have a real conversation rather than simply handing something out.
- Raffle prizes announced at the end of the day, headshot stations, and food stations are all proven draws that keep attendees engaged longer and give staff more opportunities to connect.
- The best activations create a story the attendee carries with them. For example, a beauty brand whose staff applied eye lashes on attendees turned participants into walking brand ambassadors with a memorable, personal experience.
The goal isn’t to draw a crowd; it’s to create a moment worth remembering and a reason to follow up. Giveaways without context are just clutter, while experiences are currency.
Professional Development is a Continuous, Community-Driven Practice
Beyond the exhibition floor data, participants were equally eager to talk about their own growth. The consensus was clear that professional development isn’t a one-time credentialing exercise. It’s an ongoing practice built on community, curiosity, and staying plugged in to the right networks and resources.
- Webinars are valuable not just for content, but for the connections that follow such as staying active on LinkedIn afterward for ongoing relationship-building.
- The IAEE Knowledge Hub offers streamlined content in categories like “New to the Industry” and “Supplier Solutions,” making it easier for emerging professionals to find targeted and relevant learning opportunities.
- Job boards are a practical resource for those looking to post positions or explore career opportunities, including internships.
The next generation of exhibitions and events professionals isn’t waiting for development to come to them. They’re seeking it out, sharing resources and building the communities that will shape the industry’s future.
