Understand how changing travel behaviors are shaping event attendance and engagement. Today’s attendees are influenced by professional needs alongside personal values, well-being priorities, destination appeal and sustainability considerations.

Explore how business events intersect with bleisure, sport, fandom and sustainability—and how these motivations influence decisions to attend, stay and engage.

Apply insights from behavioral science, destination strategy and attendee motivations to design more relevant and meaningful event experiences.

Learning outcomes:

Apply insights from traveler values and behavioral science to strengthen event design and storytelling

Align organizational goals with attendee preferences in destination planning

Expand design thinking to consider all aspects of travel and travelers