Each year, our Events and Marketing Strategy Survey helps us understand event teams’ current strategies and plans for the upcoming year. As much as every team tries to stay on top of industry changes, the world of events can change fast, forcing major strategy changes.
Now deep into the second half of 2026, we’re taking a look back at last year’s survey responses and comparing respondents’ plans to real-life event activities, based on our latest benchmark data covering the first half of the year. How closely have event plans for 2026 aligned with execution? Have any unexpected trends reshaped strategies?
Three Planned Strategies That Proved Successful
Event format mix: Most event professionals maintained the same balance of in-person, virtual, and hybrid events as they predicted in last year’s survey. Our 2026 benchmarks show that all three delivery types are still running in volume, with no major drop-offs. Virtual events in particular remain well-attended, demonstrating the continued value of this event type. In addition, session attendance is growing, with average session participation above 70%.
Increased meeting activity: Meetings were noted as the dominant networking strategy in last year’s survey, cited by 60% of respondents. The latest benchmark data shows meeting participation rates have held up for on-site and hybrid events. Activities per attendee remain especially high at large events (averaging 12–17 activities). Teams continue to focus on agendas that include plenty of networking and other activities beyond sessions.
Email efficiency: Marketing emails were the primary channel for event content reuse for 62% of survey respondents. Now, benchmark data shows email marketing is a top AI application for many teams (43%). These two statistics might initially seem disconnected, but in practice, they may point to greater scaling of the email channel and even more content reuse with less effort.
One Event Execution Surprise
Lower attendance rates: On-site attendance and check-in are both down from the last half of 2026. Last year’s survey showed that most teams weren’t planning to shrink their event programs. Instead, this dip may reflect market fatigue or increased competition for attendees’ time. We’ll watch the data for the second half of the year. Meanwhile, despite lower attendance, engagement remains high.
The 2026 Events and Marketing Strategy Survey is now open! Share your thoughts and predictions to help us uncover a new set of trends in the events industry. Results of the 2026 survey will be shared during INSIGHT Premiere. Participants will receive early access to findings.
To learn more about RainFocus’ benchmarks, visit www.rainfocus.com/platform/performance-strategy/
