Event 100 Club's predictions: Zanine Adams

Over the next two weeks, the Event 100 Club 2016's top ten will reveal how they see the industry shaping up in the months ahead. In the sixth instalment, Zanine Adams, head of events and business development UK at London & Partners, shares her outlook for 2016.

Adams says event organisers are increasingly looking for venues to compliment their brand
Adams says event organisers are increasingly looking for venues to compliment their brand

Voted number six in the 2016 edition of the Event 100 Club, Adams reveals her forecast for the next 12 months.

"The business tourism industry is constantly evolving and as brands face fierce competition, events are becoming a more crucial part of their strategy than ever.

To set themselves apart from their competitors and create truly unforgettable events, industry professionals need to do more to maintain delegate engagement and increase memorability, which is where advanced technologies are starting to help.

Organisers are increasingly looking for venues that will complement their client’s brand, while incorporating new technologies to create innovative spaces.

Last year, London was named the number one meetings destination in Europe by event management platform Cvent, so we are not surprised to see that many events coming to the capital are looking to grow.

On this same theme, versatile spaces are becoming highly sought after, because venues need to be able to handle an increased flow of delegates year on year.

Another major trend that has been developing is one of multiple events aggregating to create a week-long programme of activity, such as Advertising Week Europe, London Technology Week or the newly launched London Entertainment Week.

Often, these events will use different venues, both as a destination draw and to provide a variety of breakout spaces, helping to scale up their events."

View the Event 100 Club 2016 rankings in full and biographies from this year's top 20.

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