Eventbrite Offers Event Trends Update for 2024

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From pricing strategies and event frequency to experiential offerings and sustainability practices, Eventbrite's annual event trends forecasting guide offers a glimpse into the shifting focus of organizers and attendees.

Event planning and ticketing platform Eventbrite has released its annual event trends forecasting guide for 2024. The report offers a glimpse into the preferences and behaviors of B2B and B2C event organizers and attendees. It is based on a survey of nearly 2,000 event organizers and attendees based in the U.S., UK, Ireland, Australia and New Zealand, carried out in partnership with MarketCast.

Pricing Strategies and Event Frequency

According to the survey, 53% of creators intend to put on more events, and 60% of creators plan to increase ticket prices in 2024. Despite this upward trend, only 28% of eventgoers want to spend more on events in the upcoming year. This discrepancy highlights the importance of balancing pricing and perceived value to ensure continued attendee interest and engagement.

The Year of Adventure and VIP Experiences

A notable trend identified in the survey is the desire among 21- to 35-year-olds to meet new people at events. This trend hints at a desire for more social and interactive experiences. Furthermore, mentioning “VIP” in event descriptions saw a global attendance increase of 18%. This nugget suggests a growing interest in exclusive and premium event offerings.

Embracing Nature

Connecting with nature is becoming a key factor for event attendees. Three-quarters of those aged between 21 and 35 prefer events that allow them to immerse themselves in natural surroundings. Moreover, 61% of organizers plan to integrate more eco-friendly practices into their events in 2024.

Healthy Lifestyle Choices and Inclusive Environments

The survey revealed a rising demand for zero-proof and low-alcohol drink options at events, particularly among the younger generations. The popularity of low- and no-alcohol events has surged, with a 73% global growth rate on the Eventbrite platform. In response to this trend, organizers are expected to offer more sober-curious experiences, catering to diverse preferences and lifestyles. Additionally, considerations for accessibile and inclusive environments are paramount, as seven in 10 event attendees value events that prioritize inclusivity.

Wellbeing and Meaningful Experiences

Event attendees increasingly seek opportunities to prioritize their well-being and personal growth at events. Sixty-three percent of respondents shared a positive sentiment towards events that enable them to take control of their health and longevity. Health and wellness events have experienced a 21% global growth rate on Eventbrite, signaling a trend towards events offering meaningful, transformative experiences.

One potentially surprising event trend is that most attendees, including 70% of 21- to 35-year-olds, said they are more focused on the event experience than seeking photo opportunities. In addition, 76% of all those surveyed who attend food festivals said they prefer dishes that taste amazing, even if they are not very photogenic. While survey responses may indicate desires rather than actions, this event trend underscores a desire for authentic and immersive event experiences that resonate beyond social media portrayals.