Last-minute registrations may create more work for event organisers, but also present potential revenue opportunities. Photo Credit: Adobestock/helivideo
Attendees registering at the eleventh hour for events often results
in something of a logistical nightmare, as organisers scramble to source
accommodation, fulfil F&B requirements and ensure they have enough
staff to oversee extra guests.
While last-minute registrations create more work for event
organisers, they also present surprising revenue opportunities. Maritz's
Registration Insights Report of more than 36,000 registrations reveals
that eleventh-hour attendees tend to spend more on add-on sessions,
on-demand content and social events, , potentially offsetting the
logistical challenges they create.
Late arrivals, big spenders
Contrary to popular belief, Maritz’s research shows that early
registrants can have a negative impact on revenue. Early birds are more
likely to seek reduced rates and rarely visit the event website after
signing up, so event organisers could easily miss out on upsell
opportunities. With figures showing that more than one in four attendees
(29%) waits until the final two weeks before an event to register,
while nine percent don’t register until they actually arrive on site.
Attendees who register within the final four weeks before an event spend US$59 more than those who register over 90 days in advance.
Source: Maritz
Early isn’t always better
Rethinking early bird discounts can help too. Maritz identified that
early registrants are price sensitive and take advantage of discounts,
terming them as ‘rinse and repeat’ attendees, meaning that they are more
likely to return year after year regardless of any promotions or
discounts.
First-time hesitation
According to Maritz, first-timers are more likely to register late
than repeat attendees to register late (47% vs 25%). Notably, exhibitors
are slightly more likely than attendees to register late – 48% of
exhibitors register in the last four weeks vs 45% of attendees.
There are also generational differences at work too; for example, Gen
Z or younger employees tend to wait till the last minute before signing
up, once they know who else is attending an event.
The industry plays a part
In sectors traditionally perceived as rule-followers—such as
teachers, doctors, and legal or financial professionals—late
registrations are less common. For example, only 29% of attendees at
medical and healthcare conferences register late, significantly lower
than the overall average of 45%. This contrasts with food and restaurant
shows, where 54% of attendees register late. One possible explanation
is the availability of educational credits and certifications in
professions like medicine, education, finance, and law, which may
encourage earlier commitments from attendees.
Only 29% of attendees at medical and healthcare conferences register late, compared with 54% for food and restaurant shows.
Source: Maritz
Finding the sweet spot
How then can event organisers best turn late registrants to their
advantage? Focus on increasing registrations within an optimal window
(Maritz suggests that this is 31-60 days before the event). Put simply,
don’t open registration too early and instead encourage people to book
during the optimal window, by offering exclusive offers (such as access
to VIP sessions) if they book in that timeframe.
By understanding how many may register in the final four weeks, event
organisers can keep those hotel room bookings open for just that little
bit longer. Check how many registrants might be first-time attendees
[those who may have expressed interest but have yet to convert] or how
far away from the event they are located.