Events of the future will be a hybrid affair

Last Updated
20 July 2020

When your business is heading towards a cliff’s edge, you can simply deal with all the cancellations and liabilities—or you can put a small team together and figure out a way to pivot your offering. Jonathan Worsley, Chairman of Bench Events, did the latter.

He talks to David and Catherine about how he launched a new online event, Hospitality Tomorrow, within 17 days of the UK going into lockdown. Since then, he has been busy exploring different platforms and solutions that enable virtual events to offer much more than a simple webinar. Going forward, he believes events of the future will be a hybrid affair, blending the reach and accessibility of an online experience with a smaller scale, more focused offline set-up.

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A hotel is no longer just a place to sleep, an office not just a place to work. The role of a place—any place—has changed. Because we’ve changed. But what does the hybridisation of space mean for your brand?

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