COVID-19 had a devastatingly transformative impact on the UK events industry from
everchanging rules and regulations to lockdowns globally. The purpose of this research is to
draw conclusions and recommendations on how organisations in the events industry can
implement strategies to plan for future industry disruptions as well as offering employees an
opportunity to reflect on how their job roles have adapted to circumstances to assess best
practices.
The research results from a questionnaire using a sample of 16 employees at an experiential
marketing company, Jack Morton London, has been compared with previous literature to
understand the developments the pandemic forced upon the industry. Through data
presentation and discussion, the research has reached conclusions that technology has aided
the events industry through COVID-19 both with innovation through AI and the rise of
virtual/hybrid events, and logistical organisational challenges through virtual meeting software
encouraging hybrid working into a post-pandemic environment.
Additionally, the research reveals how the on-going health and safety concerns induced by
global anxiety surrounding COVID-19 influence consumer decisions, as well as, how pent-up
demand from the pandemic has led to increased demand and popularity for in-person,
immersive experiences. This research is integral to the events industry, as a failure to recognise
industry trends and recognise lessons learned will reult in organisational failure through lack of
innovation.