Decision to Attend Study

Decision to Attend Study – Phase One is an extensive report that presents information collected from an on-line survey resulting in 7,171 responses from current and potential attendees. The survey examined the reasons individuals chose to attend or not attend conventions and exhibitions, held by 10 different organizations representing a wide variety of professions and industries. This data will be used as the baseline metrics for measuring what influences and what deters attendee participation.

The goal of the study is to go beyond the traditional group profile by adding behavioral data that will allow meeting professionals, show organizers and DMOs to tailor their conventions and exhibitions to maximize on needs, attitudes and preferences indicated by potential attendees

Samplings of the data presented in Decision to Attend Study – Phase One report include:

  • One-half of attendees likely to combine attending a meeting with a vacation opportunity, resulting in additional room nights.
  • Another half of attendees likely to bring someone with them, multiplying overall spend.
  • Three-quarters of attendees take advantage of destination offerings by ‘getting out and about’, with Gen Y Millenials leading the pack at 85 percent.
  • Eight in 10 will recommend the destination, exhibition and/or event to others, if the experience is positive.
  • Three-quarters of attendees will consider returning to the destination for leisure travel, if the experience is positive.

Be a part of Decision to Attend Study – Phase Two!

Decision to Attend Study – Phase Two will gather information from all sides of the industry in an effort to create a new behavioral profile of attendees. By blending industry input with the study’s findings, strategies can then be created to inform site selection and develop content and networking that best meets attendees’ needs. Throughout 2015, dialogue will be generated across the industry through chapters, surveys, sessions, articles and webinars.

To build upon the Decision to Attend Study Phase One report findings, we need your input!  Please engage in conversations with others in the industry and use this short survey to give us your insight on how we can maximize attendance together.

Click here to participate in the survey.