Freeman Launches New Attendee Intent and Behavior Trend Report

January 16, 2024

Research shows events are most trusted channel to an integrated marketing plan

Dallas, TX (January 16, 2024) – Freeman, the global leader in events, has released the lastest Freeman Trends Report titled “2024 Attendee Intent and Behavior.” As reported in the last Trends Report, attendee numbers have returned to in-person events, and now with the new generation of event goers, organizers have more opportunities to capture the hearts and minds of this new audience.

The research reveals:

  • 80% of respondents say that the most trusted channel of all available marketing channels is in-person events – a trend that continues to rise.
  • 92% say that they will attend more in-person events in 2024 than last year.
  • 87% indicate that their number one factor influencing attendance at events is discovering new products, solutions, and partners.

“Event success relies on more than attendance alone, and there is no one-size-fits-all event strategy,” said Ken Holsinger, Freeman’s Senior Vice President of Strategy. “It’s essential for event planners and exhibitors everywhere to be more intentional by taking a closer look at who attendees are, what they want, and how to meet their needs.”

The study highlights four key components for planners to adopt in meeting the new needs of attendees:

  • Personalization: Now that AI enables personalization at scale, it’s up to event planners to incorporate personalized experiences like curated agendas, persona-based wayfinding, and interest-driven meetups.
  • Objective-based measurement: Look at who attends your events, discern how they’re different, and calibrate your strategy and measurement methods to deliver an attendee-centric event.
  • Content: Know what attendees need so you can deliver the right content at the right time to help them achieve their goals.
  • Change: We must always keep a pulse on our social and economic landscape when planning.

“It’s time to reimagine what events can be from the eyes of the attendees and allow their needs to drive our strategy and measurement methods,” says Holsinger.

Results of the Freeman Trends Report – 2024 Attendee Intent and Behavior can be downloaded here. Learn more about Freeman at

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About Freeman
Freeman is a global leader in events, on a mission to redefine live for a new era. With a data-driven approach and the industry’s largest network of experts, Freeman’s insights shape exhibitions, exhibits, and events that drive audiences to action. The integrated full-service solutions leverage a 97-year legacy in event management as well as new technologies to deliver moments that matter. For more information, please visit

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