Understanding Audiences: Eventbrite Trend Forecast Guide 2024

Eventbrite published the 2024 trend forecast last week. We've been through it with a fine tooth comb and pulled out the key insights for event planners! Digging deep into the data, here's the key audience trends for live events this year:

1/ Experiences Over Possessions

Attendees are speaking up about what they love and what they feel is missing from their event experiences. Thankfully, the overarching sentiment remains consistent: attendees prioritise experiences over possessions. They crave connection, community, and meaningful engagement. Live events, especially for younger demographics, hold a high priority as avenues for forging connections and creating lasting memories.

69% of eventgoers would rather spend on an experience than material goods

2/ Navigating Financial Challenges

While the desire for experiences is strong, event planners must navigate the challenges posed by the rising cost of living. 60% of event organisers intend to increase ticket prices in response to rising overheads. However, despite this financial hurdle, the majority of attendees express a commitment to event spending, with many planning to allocate as much or more of their budget to events in 2024 as they did in previous years.

3/ Optimism and Innovation

Amidst financial concerns, there is a prevailing sense of optimism among event creators, with 70% feeling somewhat to extremely positive about the year ahead. More than half (53%) plan to host more events in 2024, reflecting a commitment to innovation and adaptation. Key themes for the year include experiencing nature, personal transformation, and living in the moment, signalling a collective aspiration for events that positively impact both individuals and the planet.

4/ The Year of Adventure

2024 has been dubbed the Year of Adventure, with eventgoers expressing a strong desire for new experiences and exploration. From immersive, experimental events to themed gatherings and bleisure travel, the appetite for adventure extends across demographics. Event hosts are responding by diversifying their offerings and fostering communities centred around shared interests and experiences.

"I would love to see more interactive spaces through tactile experiences"

Emma, 27, event attendee, NYC

5/ VIPs

As ticket prices rise, event planners are challenged to ensure attendees feel they are receiving value for their investment. Introducing VIP add-ons and exclusive experiences can enhance the attendee experience and incentivise ticket sales. By catering to the preferences of their target audience and offering personalised, memorable experiences, event organisers can differentiate themselves in a competitive market.

75% of 21-35 year olds feel more positive about events that enable them to connect with nature

6/ Embracing Nature and Well-being

Quite rightly with an emphasis on sustainability and well-being, eventgoers are seeking opportunities to connect with nature and prioritise self-care. Events that offer immersive nature experiences, holistic well-being activities, and transformative opportunities resonate with attendees. Sustainable practices, inclusive environments, and no/low-alcohol options are increasingly valued, reflecting a broader cultural shift towards healthy hedonism and mindful living.

64% of respondents would pay a higher ticket price for an event offering no/low-alcohol options

7/ Innovative Marketing and Engagement

In an era of information overload, innovative marketing strategies are essential for capturing attendees' attention. Limited-time pop-ups, immersive experiences, and bold branding initiatives are effective ways to stand out in a crowded market. Moreover, fostering genuine connections and creating opportunities for in-person engagement are vital for fostering a sense of community and belonging.

As event planners navigate the complexities of attendee preferences and financial constraints, striking a balance between immersive experiences, financial accessibility, and sustainable practices is crucial.

By listening to the voices of eventgoers, embracing innovation, and prioritising meaningful engagement, event planners can create more effective events, driving attendance and reputation with their audience.