Attendees judge an event’s success not by its production value but by whether it helps them achieve tangible learning, networking or business goals. That’s the key finding from Freeman’s eXperience Trends Report 2025, which reveals a growing disconnect between what planners design and what audiences value most.
Freeman surveyed 2,672 attendees and meeting planners worldwide for the report.
“Attendees remember experiences that help them achieve something, not just the ones that look good on Instagram,” said Ken Holsinger, SVP of Strategy at Freeman.
While 78% of planners believe their events deliver memorable “peak moments,” only 40% of attendees agree. Planners often point to speakers, galas, or stage designs as proof of success. Attendees, however, say their most valuable experiences come from peer learning, meaningful networking, and product discovery, all elements tied directly to professional outcomes.
Attendees Are Not Returning
When attendees do experience a meaningful “peak moment,” they are 85% more likely to return the following year, according to the report. Yet only about 30% of first-time attendees currently come back.
Holsinger said planners must also listen to those who skip events. “Most planners only talk to the people who showed up,” Holsinger said. “We’re helping them reach out to those who didn’t.”
The no-shows are asked questions such as: Was it money that kept you away? Was it content? Was it a lack of connection? Did you not get ROI?
“Asking these questions to those who are not attending, helps organizers get out of the echo chamber they are in, helps them stop looking in the mirror,” said Holsinger. “Most plan events that include things they like to do and we have to recognize that most event planners aren’t necessarily representative of their entire audience,’ said Holsinger.
Freeman’s data shows that attendees prioritize clear wayfinding, session relevance, and meaningful networking, while organizers focus more on food, décor, and personalization. Holsinger believes the future of event success depends on triangulating the needs of attendees, exhibitors, and organizers.
“If you start with the exhibitor, they’ll always say they want leads,” Holsinger said. “But if you start with the attendee, understand what they want, and then align that with the exhibitor’s goals, that’s where the magic happens.”
As budgets tighten, Holsinger added, the smartest organizers won’t simply cut costs. They’ll reinvest in what drives measurable impact.
“No one cuts their way to success,” Holsinger said. “The real opportunity is listening, responding, and measuring. That’s what creates experiences people come back for.”
Applying the Data
Freeman’s research helps with event design strategies. Clarion Events, for example, has used the company’s data to guide how it builds more purposeful attendee experiences.
For The NGA Show, which serves the grocery industry, Clarion worked with Freeman to survey its community about goals and expectations. Organizers assumed commerce was the top priority, but results showed a stronger demand for peer learning. In response, Clarion introduced new formats emphasizing connection and community building.
At the MAU mobile app marketing conference in Las Vegas, Clarion applied Freeman’s findings to create more intentional networking opportunities. They include executive conversations and meetups to one-on-one education sessions, to help attendees meet the right people and exchange ideas.
