The meetings and events sector has experienced major growth in recent years, with companies devoting a larger portion of their marketing budgets to running and sponsoring branded events.
This week we have even more evidence that companies and organizations believe events are extremely valuable. Research from event marketing software provider Splash shows that executives know events work, even if they don't know exactly how well.
Single-day conferences and seminars are most popular, while pop-ups and festivals remain niche choices for most corporations. Meanwhile, most organizations need to do more to track attendees and figure out how to convert potential leads after the event ends. Check out my story on the research below.
We also have the latest on how a pledge from the U.S. hospitality industry will lead to improved safety at hotels, and how luxury properties are turning to mixology experiences to entice customers.
If you have any feedback about the newsletter or news tips, feel free to reach out to me via email at as@skift.com or tweet me @sheivach.