Report Finds Business Travel Is Increasing with Some Caveats

Travel for events remains healthy, outpacing pre-COVID levels according to one new study, but attendee demands and expectations remain in flux.

The Mid-Year State of Events Report, released last week by the marketing technology firm RainFocus, is based on a survey of approximately 100 events and meetings professionals. A majority of respondents (62 percent) said attendance has increased in the past year, but that attendees are looking for opportunities for deeper engagement.

For instance, the average number of sessions attended at an event has decreased in the past year, from 5.3 to 4.2, suggesting that there’s a greater appetite for workshops and deep-dive sessions than traditional keynotes and breakouts.

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