When the penny drops that corporate events are like first dates

– bad vibes, harsh lights, sad snacks… no second chance.

2 min read

I’ve just been reading Freeman’s 2024 Attendee Intent and Behavior Report (as you do on a Bank Holiday Weekend)...

It's full of juicy stats from 3,200 people who actually attend corporate events regularly, and it's basically a love letter to good design (though they probably didn’t mean it that way).

So what do attendees really want?

64% want immersive experiences – Pull-up banners and tired conference carpeting just aren’t cutting it anymore. People want hands-on, exciting environments they can interact with.
45% crave customised agendas – No one wants to waste time in sessions that aren’t relevant. Tailoring the event experience is key.
44% appreciate better tech integration – Attendees expect seamless digital touchpoints—apps that work, digital signage that’s actually useful, and interactivity that enhances, not distracts.
43% said the atmosphere matters – Visual design, lighting, sound, flow—it all contributes to how people feel about your brand.
28% care about the food and drink – Gourmet catering isn’t essential, but nobody remembers a dry sandwich fondly.
Only 3% wanted wellness activations – So if your big idea was a corporate sound bath… maybe hold off.

So what’s the takeaway?

If your event feels like it was decorated by default—or worse, not designed at all—it’s not just a bad look. It’s a missed opportunity. You’ve brought people together (no small feat these days), so make sure what they experience is meaningful, memorable and intentional.

A simplified version of Freeman’s key advice to organisers:

Know your audience: Understand what motivates them.
Give them choices: Let them personalise their schedule.
Create immersive moments: Think beyond passive participation.
Use tech wisely: Make it seamless and genuinely helpful.
Design a great vibe: Lighting, layout and branding matter.
Think physical comfort: Yes, the chairs too.
Don’t treat design like decoration: It’s how you communicate.

Want to read the full Freeman report for yourself? I highly recommend it: Download the PDF.

And if you’re wondering how to bring all this to life for your own event?
Well, that’s exactly what I do.