Strategic imperatives are shaking up business events seasonality. Photo Credit: AdobeStock/Me studio
It’s often the case that business event calendars tend to hit a lull towards the end of the year as employees enter the holiday season.
However, APAC’s business event suppliers are noticing a growing shift away from this trend, fuelled by rising demand for more meaningful experiences, and strategic drives to navigate uncertainty, deepen loyalties and sustain connections.
Festive season, fuller calendars
Engaging partners during celebratory seasons is even more important today, in uncertain economic times, according to Global DMC Partners president & CEO Catherine Chaulet.
Celebratory business events are an investment that can go a long way to “boost confidence in the company”, among other business objectives.
Events that blur business and social lines are a powerful way of deepening longer term connections that can deliver tangible business results, other suppliers agree.
"[These events] are now seen as strategic opportunities to express appreciation, strengthen loyalty, and build long-term collaboration for mutual success."
Jurairat Mongkolwongsiri, VP of sales, Centara Hotels & Resorts
While end-of-year has been quieter for dealer meetings or corporate conferences, Jurairat Mongkolwongsiri, VP of sales at Centara Hotels & Resorts, observed more companies taking advantage of this period for “bleisure” events such as appreciation events and incentive-style gatherings.
“Many organisations are leveraging the festive period to deepen relationships with partners, clients, and stakeholders,” Mongkolwongsiri said.
“These occasions have evolved beyond simple celebrations; they’re now seen as strategic opportunities to express appreciation, strengthen loyalty, and build long-term collaboration for mutual success.”
Indeed for Chaulet, the concept of an “off-season” no longer applies. “Business events are happening year-round, and the pace continues to accelerate even through the holiday.”
The gift of wholesome experiences
Moreover, Kaori Pereyra-Lago, head of strategic meetings management sales, APAC & EMEA, AMEX GBT notices a “growing appetite for more meaningful, experience-led interactions”.
At ICC Sydney, where entertainment events dominate the final month of the year, business events are increasingly incorporating social and wellness elements.
“Networking, connection, and even nutritional and sustainable menu design are becoming key features of corporate gatherings [at this time],” said Beverley Parker, deputy chief executive officer and chief commercial officer at ICC Sydney.
“Educational institutions also choose ICC Sydney for their end-of-year celebrations, adding to the festive mix. These shifts reflect a broader trend toward events that are not only productive but also personally enriching.”
"Networking, connection, and even nutritional and sustainable menu design are becoming key features of corporate gatherings [at this time]."
Beverley Parker, deputy chief executive officer and chief commercial officer, ICC Sydney
As business take full advantage of the festive season to deepen relationships with clients and teams, Parker added that attending events together or gifting tickets is a powerful way to show appreciation and create memorable experiences.
In response to this demand, ICC Sydney has this year developed a Festive Package aimed at corporate organisers.
Centara’s Mongkolwongsiri agreed that wholesome messaging about brand values tend to run strong in the festive season.
Many groups are incorporating lifestyle touches, local cultural activities, or CSR components to make their events more engaging and reflective of their brand values.
Other event booking trends are also becoming more pronounced. As Chaulet points out, shorter lead times are increasingly common, alongside smaller, curated gatherings and multi-day programmes that combine work, play, and family experiences.