Megatrends vs. Reality: How Accurate Were Skift Meetings' 2024 Event Industry Predictions?

Last December, Skift Meetings published its annual Skift Meetings Megatrends 2024 report, forecasting trends in business events for the coming year.

While some forecasts were accurate, others appear to have jumped the gun, showing early signs but not fully materializing. Here’s a look at each one.

Remote Work Leaves Lasting Impact on Business Events

Accuracy score: Hard to tell…

The trend of remote work reshaping business events landed somewhere between wishful thinking and reality. Yes, hybrid work patterns influenced event scheduling, but the dramatic shifts in event patterns failed to materialize. The more recent turn away from remote workforces is causing both a return to previous work arrangements and an outcry from those who have rebuilt their life remotely but are now faced with a lack of opportunities. Return-to-office events have not become a thing on their own but Google’s Xi’s recent announcement of refocusing on workplace rather than events is a clear sign that event design is having an impact on human resources, perhaps just in unexpected ways.

Creativity Shines Through in a Sea of Bland AI-Powered Event Marketing

Accuracy score: On the money

This trend hit close to home. AI-generated marketing content is increasingly flooding the business world, yet the creative breakthrough of human-generated content hasn't been so apparent. We're seemingly stuck in AI marketing purgatory. AI-generated content is too automated to feel personal and not sophisticated enough to truly innovate, yet all indicators point to more AI-generated content being published. The warning about generic content is now in full force, but the sea of marketing noise makes it hard to reveal true creativity. Perhaps Visit Oslo's ironic ad that questions the city’s credentials is one of the best examples of creativity. At the same time, Emma, the German National Tourist Board’s AI influencer, made the headlines for all the wrong reasons.

The Climate Crisis Disrupts More and More Events

Accuracy score: Fortunately, half correct

Early signs support this trend, but 2024's weather patterns weren't as catastrophic as feared. Still, extreme rainfall in Dubai and two hurricanes in the Southeast of the U.S. were just two examples of extreme weather disrupting people’s lives worldwide. Proactive planners have implemented enhanced contingency plans, but the anticipated mass exodus from shoulder seasons hasn't fully materialized. This trend appears to be developing more gradually than predicted.

Organizers Are Held Accountable for Event Sustainability

Accuracy score: Correct, but early

Talk about jumping the gun. While sustainability remains crucial, the predicted strict enforcement of EU directives and widespread corporate policy changes are still in their infancy. Most companies are just beginning to grapple with Scope 3 reporting requirements. This trend is real but continues to evolve, so we are doubling down on this trend for 2025. In the latest Skift Meetings Megatrends 2025 report, we focus on four specific EU initiatives that will significantly impact the business world, especially on business events.

New Normal in a World of Polarizing Politics

Accuracy score: Divisively accurate 

This trend nailed the challenge but underestimated its complexity. As we enter a new year that will see a return to a Trump presidency in the U.S., political divisions are showing no signs of abating. For example, there are many unanswered questions about medical meetings, one of the largest verticals within business events. The anticipated "workarounds" mentioned in our trends for 2024 proved more challenging to implement than expected. In particular, social offset programs have not become the norm. However, they continue to present a valid solution that gives groups a simple way to prioritize the social legacy of their meetings and events.

Event Costs Reach a Tipping Point

Accuracy score: The cost crisis is here, but we’re not tipping yet

Unfortunately, there was just no way to avoid this trend. While calling it a tipping point was overly dramatic, cost and budgets were top of mind for planners, according to multiple surveys and reports. Rising costs did force difficult decisions, though the industry showed more resilience than expected.

Data-Driven Event Planning Becomes the Norm

Accuracy score: Still stuck on garbage in, garbage out

This trend suffered from classic tech-optimism syndrome. While tools for data analysis improved, adoption remained slower than anticipated. Many organizations still struggle with basic data collection, let alone advanced AI-powered analytics. The transformation is happening, just not at the predicted pace.

Hybrid Events Thrive in New Formats

Accuracy score: Half right

A predicted shift to hybrid meeting formats happened selectively rather than universally, as organizations found creative ways to maintain in-person experiences despite budget constraints. The forecast of seamless AI and AR integration proved premature. Instead, organizations focused on practical hybrid solutions rather than cutting-edge experiments.

Events Focus on Being Safe Spaces for All

Accuracy score: Check, but in progress

This trend shows promising early signs but remains largely aspirational. While safety protocols improved, truly inclusive event design, especially regarding neurodiversity and psychological safety, remains more exception than rule. One interesting development is the increased awareness of the potential for a mental health crisis that could affect both attendees and staff. The industry is definitely heading in this direction, but implementation across the board will take time.

Glamour Cautiously Returns to Incentive Travel

Accuracy score: Golden

This trend was mostly accurate, with caveats. The growth of luxury elements in corporate incentives had organizations carefully balancing optics and value. Planners are also considering the preferences of new generations, who may not share the same values, meaning the notion of glamour and luxury may need to be redefined. Still, the predicted tension between indulgence and ROI played out precisely as forecasted.

Looking back, these trends captured important industry directions but often overestimated the speed of change. Many trends are still developing, suggesting that 2024's predictions better serve as a roadmap for 2025 and beyond. Cost pressures and sustainability concerns proved accurate, while technological and social transformations progressed more gradually than expected.A picture of an industry in steady evolution rather than revolution emerges. As we move forward, these trends aren't disappearing; they’re just evolving. With the start of a new year, it’s time to review our most recent report and explore the biggest trends impacting meetings in 2025.