Creative collaborations thrive as festive corporate events downsize. Photo Credit: iStock/CandyRetriever
Across Asia Pacific, recent and upcoming festive seasons offered a clear snapshot of how corporate events have evolved. While celebrations returned with gusto, gatherings were smaller, more intimate, and increasingly experiential.
Festive business events are moving beyond grand ballrooms and traditional banquets, to focus more on smaller groupings, a more casual atmosphere and creative programming that leaves a lasting impression.
Intimate scale
Data from Runhotel.hk’s Venue Search platform reflects this shift, showing that Hong Kong’s banquet market – including corporate gatherings – is moving toward smaller, more flexible formats.
At Grand Hyatt Hong Kong, executive assistant manager Ann Foo observed a clear change in approach. “Over the past few festive seasons, we’ve observed corporate events becoming more intimate in scale compared to the pre‑pandemic period. Groups are generally smaller, with companies opting for more focused and meaningful gatherings,” she said.
“Companies are looking beyond traditional banquet-style events and embracing more creative, immersive concepts.”
Ann Foo, executive assistant manager, Grand Hyatt Hong Kong
Lead times are shorter too. “Planners make decisions closer to the event date, reflecting both agility and cautious budgeting in today’s environment.”
Experiential formats – such as thematic celebrations, interactive activities, and personalised entertainment – have dominated.
“Companies want to foster connection and engagement among participants, so they are looking beyond traditional banquet-style events and embracing more creative, immersive concepts,” Foo explained.
Genuinely social affairs
Pullman Bangkok Hotel G took a lifestyle-driven approach during the festive season.
“What has changed is the mindset. Instead of just filling a ballroom, clients want events that feel purposeful, social, and genuinely enjoyable,” said Jason Pinto, director of sales and marketing, Pullman Bangkok Hotel G. “The festive mood is back, and people are ready to celebrate properly again.”
Casual, interactive formats dominated. “Clients are moving away from rigid, formal setups and choosing events that feel more relaxed and engaging. Think good food, interactive elements, and spaces where people can move, talk, and actually enjoy the night,” Pinto said.
The trend is apparent at the boutique The Standard, Bangkok Mahanakhon, although a national mourning has also seen events scaling down or being made more muted.
“Events held at the hotel are more casual due to the clientele the brand and hotel attract. The design of the event space is perceived as less stuffy than traditional meeting spaces, therefore less formal meetings and events gravitate towards us,” said Sunsanee Gawkasem, the hotel’s commercial director.
“Instead of just filling a ballroom, clients want events that feel purposeful, social, and genuinely enjoyable.”
Jason Pinto, director of sales and marketing, Pullman Bangkok Hotel G
Tech it up
Hotels are also embracing technology. The Standard, Bangkok Mahanakhon saw corporate events grow in scale between 2022 and 2024, with elaborate setups and high-production audiovisuals attracting clients aligned with the hotel’s brand pillars.
Mandarin Oriental Kuala Lumpur’s hotel manager Lluis Pou added that 3D projection and drones are becoming popular.
Active celebrations
Collaborations with vendors are key to leaving a tangible impact: during breaks, guests during the recent festive season enjoyed personalised mocktail or cocktail-making demonstrations, while entertainment partners provided sound healing sessions to promote relaxation and reduce stress, said Gawkasem.
Mandarin Oriental, Kuala Lumpur’s Pou added that activities or experiences like themed afternoon tea breaks, wellness, and experiencing local culture and the arts have been popular.
Looking ahead: Lunar New Year
During Lunar New Year, corporate activity naturally slows across APAC, as public holidays and family commitments take priority. Yet for companies that do host events, the focus shifts from spectacle to meaning.
At Pullman Bangkok Hotel G, Pinto notes the contrast with year-end festivities: “While year-end events are often lively and party-focused, Lunar New Year is more intimate, meaningful, and centred around togetherness and prosperity.”
Mandarin Oriental, Kuala Lumpur’s Pou highlights how hotels are responding to this demand: “Corporate clients are simply looking to be surprised and looking to surprise their clients, to embed that engagement and memory into their clients’ minds. Expect Lunar New Year to be dazzled up by incorporating advanced visual elements into the experience.”