It’s been five years since the start of the COVID-19 pandemic. From a wider perspective, we all know the profound impact this moment had on our individual lives and on our collective psyche. But with time comes reflection and with that, the knowledge needed to blaze a new path, to forge a new future. This is precisely what happened within the events industry both during and in the immediate aftermath of the COVID-19 pandemic. 

On the back of the UK government’s Day of Reflection on Sunday, 9 March, we pause not only to remember the profound changes the pandemic brought to the events industry but explore how the lessons learned from this period in time have shaped the sector as we know it today. 


A moment of rapid change 

We all know what happened; in the first quarter of 2020, the events industry ground to a complete halt, with planners, vendors, and venues all bearing the devastating impact of the social restrictions brought about by the onset of COVID-19. Yet even in this moment, industry professionals were already actively adapting to unprecedented conditions and reconsidering long-held strategies and practices.  

We now know the sector that emerged into the post-pandemic world was radically different from that which came before it. Yet, it’s also fair to say we now have an events industry that is more agile and a sector that is much better placed to face the future, regardless of whatever form or shape it may take. Indeed, the lessons of the pandemic were hard, but the knowledge imparted from this time helped to create a blueprint for the sector as we currently know it. With that in mind, let’s take a moment to reflect on the lessons learned from this monumental shift within the events industry. 


Lesson 1: How to embrace technology as a flexible solution for engagement 

Virtual events were the norm during the pandemic, with planners quickly embracing this technology as a medium for creating engaging online experiences for remote audiences. While the demand for solely virtual events has greatly diminished, hybrid events are now routinely deployed by planners as a flexible solution to meet and engage with the needs of the entire audience. 


Lesson 2: Why it always pays to be adaptable 

Change was often the only certainty during the early days of the pandemic. For planners, this meant quickly adapting — and sometimes even abruptly pivoting! — to meet the needs of their audiences all while adhering to the wider network of restrictions that governed so many aspects of life during this time. This is a legacy that has not only ensured today’s planners are more agile in their operations than ever before, but something that has seen them place a renewed emphasis on contingency plans.  


Lesson 3: The true value of communication 

Adapting to change is one thing, but the ability to communicate about it is something else entirely. During the constant twists and turns of the pandemic, the most successful planners carefully communicated with attendees, vendors, and stakeholders to manage expectations and to keep all parties abreast of any changes to an event. This practice has carried over into the present day, with planners embracing communication as a tool not simply to inform, but to create transparency and build long-term trust. 


Lesson 4: The importance of financial resilience 

The pandemic created a financial impact that was felt throughout the event planning industry. This was a period that tested the financial resilience of many planners to the utmost degree. Out of this time comes the financial prudence and diligence that is now an inherent part of being a planner. In practice, this means many planners take greater care to diversify their revenue streams and manage their budget in order to weather any future financial disruptions. 


Lesson 5: From health protocols to an emphasis on wellbeing  

The latter part of the pandemic saw the return of live events, albeit subject to stringent protocols. Years on, the use of masks, screens, hand sanitisers, and social distancing has all but ceased. Instead of these hard controls, there is a softer focus on health and wellbeing throughout the industry, with many planners taking care to thoughtfully integrate elements of wellness into their event offerings. From meditation breaks and yoga sessions to healthy catering and mental health support, planners are now making every effort to ensure their events enliven and energise delegates even as they engage them. 


Lesson 6: The power of human connection 

While hybrid events have proven their staying power, the last few years have made one thing clear: people need people. Likewise, the need for people to connect live and in the flesh has never been stronger. Planners are responding to this demand in kind, creating events that foster a sense of community and engagement, packing sessions with opportunities for person-to-person connection and interaction. 

Five years is a long time, but the events planning industry — as it is today — stands as a direct reflection of the lessons learned during the pandemic. With these profound insights in mind, planners stand ready to forge a path from the present to the future, whatever it may bring.