Going into 2023, we thought hybrid events could continue to play a significant role in the association meeting landscape. But going into 2024, this is unlikely to continue to be the case. Surveys of association executives, meeting professionals, and other industry sources indicate an impending decline in hybrid events.
Virtual-only and hybrid events were a saving grace during and immediately following the COVID-19 pandemic. Many of us thought we would continue to see the hybrid option play out, at least in the near term, following the COVID years. But hybrid events can be problematic, and live events continue to come back with a vengeance, so the likely push will be to stream live-event content and make it available afterward on demand. This trend will eliminate the need for two planning teams, two funding channels, two promotions and marketing strategies, and two expense centers incorporating financial, time, volunteer, and staff resources.
Admittedly, streaming alongside a live event will push expenses beyond those associated with the live event only, but more moderately than using the more expensive hybrid model. Incorporating streaming into live events can ease strained budgets, engage international audiences, and provide additional sponsorship opportunities than live events alone.
In short, the hybrid model is unlikely to disappear but less liberally employed than we’ve seen over the past several years.