Hybrid Events: Everything you need to know
There was never a question of "if" a meeting was going to happen, but "how" it was going to happen.
Since the global pandemic hit back in early 2020, the meeting and events industry has had to mature quickly. It's hard to imagine this unbeknownst time without the incredible technology and Wi-Fi that has kept us connected.
Although conferencing platforms have been available for over a decade, it has only been now that our industry has fully utilized the use of this advanced technology.
The American Express Meetings & Events 2020 report found that the use of technology within the Asia Pacific has increased by 27% since 2019, which has most definitely grown since then.
So, how have we been able to continue evolving the way we meet for business?
Marriott International hosted it's first customer hybrid event in Asia Pacific, featuring 1,100 in-person and online attendees (watch the event here). With the right technology partner, the opportunity to host events at scale with effect is achievable.
In this article, we share the answers to how we continue forward, embrace the opportunities of hybrid events, and what the future holds for our industry.
What are hybrid events?
The word 'hybrid' has been thrown around a lot over the recent years, but what does it actually mean? Let's recap:
Introduced over a decade ago, virtual and hybrid events have only now been catapulted into the spotlight thanks to Covid-19. At the pandemic's peak, virtual meetings were the only option as we had to socially distance ourselves for health and safety precautions. Since then, hybrid events have taken precedence as the stepping stone to bringing back in-person meetings.
We define a hybrid event as:
A meeting, conference, tradeshow, or other meeting that combines both in-person and virtual experiences.
After countless virtual meetings held in the earlier half of 2020, it was evident that engagement and fatigue were the top disruptors that hindered productivity.
With hybrid events, you get the best of both worlds. The main advantages of going hybrid include:
- Increased attendance
Hybrid events enable greater flexibility for attendees to join if they are unable to travel or lack time, making it more scalable. - Reduced environmental impact
This is about your carbon footprint. Less travel means fewer carbon emissions. - Optimized content
Live streaming means you can record your sessions and share this with those who could not attend or allow attendees to revisit the meeting post-session. Often such content can also be reused for marketing purposes.
Planning a successful hybrid meeting is often seen as preparing for two separate meetings as you accommodate virtual and in-person sessions. Just as professional meeting planners learned how to run a virtual meeting, they now need to know how to execute a seamless hybrid meeting!
How to create a successful hybrid event
The key to success is preparation and having a team of experienced professionals to support the execution.
We spoke with Darren Chuckry, Regional Vice President of Hong Kong, Macau, Taiwan, PCMA (Professional Convention Management Association), and some of our very own Marriott International event professionals across the Asia Pacific:
- Director of Catering, Jane Leong of The Ritz Carlton, Millenia Singapore
- Director of Event Booking Center, Nikita Wong of Renaissance Hong Kong Harbour View Hotel
- Director of Event Management, Cindy Chu of JW Marriott Hotel Hong Kong
We asked for their proficient insights from an event organizer and execution perspective on how to run a smooth hybrid event. Here's what they had to say:
1. What are the key factors that event organizers need to consider when planning a hybrid event?
Darren: A hybrid event needs to work for both the audience in the room and online; you cannot just stream the live event and hope that it will engage everyone! The content truly needs to be developed, realizing that most of the audience might be viewing from a screen. The hybrid world has become a combination of broadcast/TV, events, and live experiences.
Budgeting for hybrid events is also challenging and needs the appropriate time to develop in collaboration with all your vendors and strategic partners. Generally, the costs for a hybrid event will be much more than a traditional event, however, your reach and ROI could be almost 100 times compared with only an in-person event.
Cindy: Yes, the top three things to consider when planning a hybrid meeting are to have interactive content for attendees' engagement, budget, and during this time, an understanding of local event restrictions.
To add to this, aside from the physical setup of the venue, event organizers must ensure they are fully supported with internet and AV requirements. You must dedicate enough time for setup and testing and have a technical support team on standby throughout the event.
2. What are the essential skills event organizers must learn?
Darren: Strategic planning, content development and creation, online and cross-platform knowledge, strong communication skills, and data analytics.
Jane: It is crucial for event organizers to become adaptable and possess the ability to take control of any situation as the possibility of unforeseen circumstances arising is always present. It's also important to be resourceful and creative with alternative solutions or propose interesting and innovative ideas for your guests.
Nikita: Understanding technology and AV requirements are critical to achieving the meeting goals using the hybrid method. Also, being able to design content and create a unique experience for both in-person and virtual participants is key.
3. What are some of the best practices for a hybrid event?
Darren: Creating a successful hybrid event requires planning and creative brainstorming across the entire team. Are you hosting an internal or an external event? Do you have the tools needed to market and promote your hybrid event effectively? What are you hoping your attendees will get out of this event? What metrics are you going to measure for post-event analysis? Answering these questions across the entire team from the beginning of your planning process is integral to ensuring that everybody understands and works collectively to co-create the event.
Jane: With hybrid events, advanced preparations and checks help to ensure any problem can be anticipated and highlight areas you can enhance to improve the guest experience. Having a professional audio-visual partner who can support your hybrid event and assist with situational management is imperative. It's important to also consider the content you offer – activities such as online games or Q&As will engage guests who are attending remotely.
Nikita: Yes, scheduling additional time to rehearse and test the internet connection, digital platforms, camera angles, AV equipment is important. You should also create "moments" for virtual audiences to connect with the in-person participants and initiate intriguing activities; simultaneously, you should send both audiences the same gift or custom-packaged food and beverage to create a concurrent experience.
4. What are some of the potential contingencies in a hybrid event, and how do your team handle them?
Jane: At The Ritz-Carlton, Millenia Singapore, we always ensure to allocate ample time to rehearse the sequence of events and troubleshoot at least one to two weeks before the actual event. Based on my experience, internet stability is essential, and the team usually tests the connectivity to several devices during rehearsals. Guests based in different countries, or even in the same city, may face different connectivity levels, so it is helpful to anticipate possible issues that may arise, and brief the entire team so that everyone is aware of how to manage a problem should it occur during the actual event.
Nikita: For any surprises like internet disruptions or platform disconnections, the production team should prepare a contingency plan and familiarize the whole operations team with it. For example, record the final rehearsal as a backup, prepare a toll-free number for call-ins, and provide alternatives for image displays.
Marriott International exclusives
We understand that meeting planners have endured a steep learning curve to cater to new meeting and event demands and expectations. As Marriott hoteliers, it is our goal to support all our guests and clients with new experiences:
1. Earn your Digital Event Strategist Certification
Stand out as an expert on hybrid events with the PCMA Digital Event Strategist (DES) Certification. The best practices shared above is only a glimpse of what you learn from this course. What's more, as a Marriott Bonvoy Events member, you receive an exclusive discount. Learn more HERE.
2. Be there with Marriott International – The Path Forward for Meeting an Events
Marriott International went live from Hong Kong, Singapore, and Australia to offer attendees the complete experience of the company's hybrid event solutions first-hand. The event showcased insights and consumer behaviors with a panel discussion that discussed the future of travel and events.
If you were unable to attend, you can read the review HERE or even better, register to receive access to the full event streaming coming soon. Sign up HERE.
3. Marriott's hybrid destinations
Several of our Marriott International properties are ready to host hybrid meetings.
The JW Marriott Hotel Hong Kong offers the very first meeting solution in Hong Kong with a specific xR stage enabling participants to utilize advanced xR technology and 3D augmented reality to engage and fully immerse attendees from both online and offline worlds.
Earlier this year, JW Marriott Hotel Singapore South Beach launched its fully equipped broadcast studio, Studio Britannia, for hybrid event needs, extending another arm to its JW Connects business events portfolio. The studio features a 6x4-meter green screen paired with ultra-high-speed live streaming connectivity – all supported by a professional on-site production team.
The Ritz Carlton, Millenia Singapore and The Ritz Carlton Hong Kong also feature a Green Studio that can each accommodate up to two presenters on-site and two remote connections.
The JW Marriott Gold Coast Resort & Spa offers a luxurious 5-star hotel conveniently located on the beautiful beaches of Surfers Paradise. The spacious and accommodating event venues provide cutting-edge conference amenities that can support hybrid events like the recent event “Be There with Marriott International – The Path Forward for Travel and Events”, with a professional team ready to assist with any request.
The future of hybrid events
The silver lining to everything that has happened over the last 1.5 years has been the rapid adoption of advanced technologies for meetings and events.
While there is still a lot of pent-up demand for in-person events, the advantages and opportunities of hybrid events have proven that they are here to stay. Meeting planners will be empowered to decide which event format is most suitable to achieve their event goals.
Stay ahead of the game and own your event with complete confidence. Book your next hybrid event with The Time Is Now offer and select the PCMA DES course to become officially certified.
