The popularity of micro-events, which are small and carefully curated gatherings lasting a few hours or a day, saw a surge during the pandemic. However, as the world recovers and people become eager to travel and network in larger groups again, the appeal of these shorter events may be diminishing, except when they are exclusively held online.
Petrina Goh, the regional commercial director for SEA & Hong Kong at CWT Meetings & Events, notes that micro-events have not gained much traction among their client base, especially for in-person events that require travel. Corporate events organized by CWT typically run for several days, reflecting a preference for longer events that focus on networking, collaboration, and employee motivation. Shorter events, with agendas of less than a day, are increasingly held virtually or in a hybrid format.
Natalie Crampton, director at Dubai-based agency TEC, agrees, stating that corporate clients are unlikely to fly attendees in for short events due to cost and sustainability concerns. Instead, they are extending event durations, encouraging attendees to participate in social programs, visit client offices, and make the most of their time in the host country. However, Crampton suggests that micro-events could be attractive if held in unique venues or destinations with compelling agendas, such as guest speakers and entertainment.
Rachel Phillips, sales director at The Celtic Collection in the UK, emphasizes the value of smaller, purposeful meetings, which can increase productivity, focus, and creativity. These events can be hosted in creative locations, allowing attendees to appreciate a change of environment and fostering a more engaging and productive atmosphere.
These shorter gatherings could also be used to free up the schedules of key personnel by restricting the number of attendees and streamlining agendas for more focused discussions.
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