Budget, sustainability and expectations are driving the “less is more” trend. Photo Credit: Adobe Stock/patpitchaya
Prioritising one memorable, communal experience over multiple excursions was highlighted as a key trend at Global DMC’s recent Connection event, held in the Bahamas in June.
It’s a shift that Atika Rosli, chief and founder of Beyond Events, says is resonating strongly in Asia, where travel distances and diverse cultures already offer plenty of built-in “wow” factors.
“Many corporates, especially from Europe and the US, are consolidating multiple smaller excursions or events into one larger, highly curated experience,” she says. “It’s a trend driven by tighter budgets, shorter travel windows and a desire for high-impact engagement. Corporate groups are increasingly mindful of sustainability, reducing travel footprints and focusing on authentic, shared experiences rather than a packed itinerary.”
It’s a trend driven by tighter budgets, shorter travel windows and a desire for high-impact engagement.
Atika Rosli, chief and founder, Beyond Events
Zero margin for error
One of the biggest challenges this produces is one of heightened expectations; when there’s only one main event, there is zero margin for error.
“It has to be flawless, immersive and culturally meaningful,” adds Rosli. “This often requires higher investment in design, creative storytelling and bespoke elements, even if overall spend is streamlined by having fewer events.”
JingWen Wong, head of meetings & events, Southeast Asia at FCM says there's a noticeable shift towards the ‘less is more’ concept for internal client events, focusing on delivering value and meaningful interactions in each engagement. For incentive events, there remains strong interest, likely because companies recognize the value they bring.
“For incentive events, there's always the desire to be better than last year, creating an experience that stands out,” says Wong.”These are high performers who have high expectations, having worked hard to attend the event. For the internal events, it's about creating memorable experiences in an event. It's always about an experience.”
This often requires us to be more strategic and creative in how we design and execute ideas, ensuring every dollar works harder without compromising on quality.
JingWen Wong, head of meetings & events, Southeast Asia, FCM
Budgets, sustainability and expectations collide
Wong says balancing budget and experience presents shared challenges for both the agency and the client.
“This often requires us to be more strategic and creative in how we design and execute ideas, ensuring every dollar works harder without compromising on quality,” she says. “For the client, there’s often a tension between cost-consciousness and the desire to create a standout event that meets internal expectations and brand standards. It also requires trust in the agency to propose solutions that may be unconventional but effective.”
Designing for connection and authenticity
Rosli suggests focusing on local authenticity, as a single, powerful activity tied to the destination’s culture, such as traditional culinary immersion or community engagement, can deliver impact.
“Design for connection: experiences that allow participants to bond, through shared challenges, storytelling, or wellness-driven activities can leave a deeper mark,” she says. “Invest in production quality; from AV to decor as a polished, seamless execution transforms an event into a standout experience.”
FCM’s Wong says co-creating events with participants, and having more involvement and active participation from them is also important in creating and shaping that experience.