In the early 2020s, the hospitality and events sectors faced unprecedented challenges due to the COVID-19 pandemic. Paul Cook, a seasoned events professional, provided insights during that period, emphasising the rapid shift from in-person gatherings to virtual and hybrid formats.
In 2025, are his observations still correct? Do they still stand, and what does the future hold?
The Evolution of Hybrid Events
In season 1, episode 9 Paul highlighted the emergence of hybrid events—blending physical and virtual experiences—as a pivotal adaptation during the pandemic.
This trend has not only persisted but evolved.
Modern hybrid events now offer seamless integration between in-person and online participants, enhancing engagement and accessibility. For instance, conferences and seminars are frequently live-streamed, allowing global audiences to participate without geographical constraints.
Technological Advancements and Platforms
The technological landscape has advanced significantly. Platforms like Zoom, which saw exponential growth during the pandemic, have continued to innovate. As of April 2024, Zoom reported having 191,000 enterprise customers, with revenue from these clients accounting for 58.3% of its total income.
This sustained growth underscores the platform's integral role in facilitating virtual and hybrid events.
Work Patterns and Industry Adaptations
The shift towards remote and hybrid working models has become entrenched. Data from the UK's Office for National Statistics indicates that, as of late 2024, 28% of the workforce engages in hybrid working, with 13% working from home full-time.
This transformation has influenced event planning, with organizers increasingly adopting hybrid formats to cater to diverse attendee preferences.
Educational Institutions and Skill Development
Paul's emphasis on the importance of upskilling remains pertinent.
Educational institutions have integrated digital event management into their curricula, preparing students for a landscape where virtual components are standard. This proactive approach ensures that new entrants to the industry are equipped with the necessary skills to navigate both physical and digital event environments.
So was Paul right?
Reflecting on Paul Cook's insights from 2020, it's evident that his predictions about the evolution of the events and hospitality sectors were largely accurate. He emphasized the shift towards hybrid events, the necessity for professionals to upskill, and the enduring impact of virtual platforms like Zoom. As of 2025, these elements have become integral to the industry.
Hybrid Events as the Norm
Paul foresaw the rise of hybrid events—blending in-person and virtual experiences—as a lasting trend. This has materialized, with many organizations adopting hybrid formats to reach broader audiences and provide flexibility. For instance, major conferences now offer both physical attendance and virtual participation options, catering to diverse preferences and circumstances.
Upskilling and Digital Proficiency
He also highlighted the importance of upskilling, particularly in digital competencies. This has proven crucial, as professionals adept in virtual event management and digital engagement strategies are in high demand. Educational institutions have responded by incorporating digital event management into their curricula, preparing students for a landscape where virtual components are standard.
Sustained Use of Virtual Platforms
Regarding virtual platforms, Paul noted their significant role during the pandemic. This trend has continued, with platforms like Zoom maintaining substantial user bases. As of April 2024, Zoom reported having 191,000 enterprise customers, with revenue from these clients accounting for 58.3% of its total income.
In summary, Paul Cook's observations from 2020 have largely come to fruition. The events and hospitality sectors have embraced hybrid models, prioritized digital skill development, and continued to rely on virtual platforms, aligning with his foresight.
What Should Businesses Expect in 2025 and Beyond?
As we navigate 2025 and look ahead, the hospitality and events industries stand on the cusp of even greater innovation and evolution. Businesses should prepare for a future where hybrid events are not just an option but a standard expectation. Here’s what to anticipate:
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Enhanced Personalisation: Technology will allow event organizers to deliver more tailored experiences for attendees. AI-driven insights can create bespoke content tracks, networking opportunities, and real-time engagement.
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Sustainability as a Priority: With environmental concerns growing, businesses must integrate eco-friendly practices into their events. Virtual and hybrid formats reduce travel-related emissions, and venues are adopting greener technologies.
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Greater Focus on Accessibility: Events will need to cater to diverse audiences, ensuring participation is feasible regardless of location, physical ability, or technological access.
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Blending of Real and Virtual Worlds: The rise of immersive technologies like AR and VR will redefine hybrid events. Imagine virtual attendees joining breakout discussions with in-person groups in real time, blurring the lines between digital and physical.
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Resilience in Planning: If the pandemic taught us anything, it’s the value of agility. Businesses must remain flexible, ready to pivot formats or strategies in response to global or local disruptions.
The future of events and hospitality lies in embracing these trends, fostering innovation, and staying attuned to the evolving expectations of clients and attendees.
By doing so, businesses will thrive in a dynamic, connected world.
Sources:
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Zoom User Statistics 2024 — Market Share & Revenue - Demand Sage
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https://www.demandsage.com/zoom-statistics/ -
UK Remote And Hybrid Working Statistics 2024 - Forbes
This article offers comprehensive data on remote and hybrid working trends in the UK, including percentages of the workforce engaged in these practices.
https://www.forbes.com/uk/advisor/business/remote-work-statistics/ -
UK Split on Working from Home - The Times
This piece discusses the division in the UK workforce regarding working from home, highlighting statistics and trends as of November 2024.
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Who Are the Hybrid Workers? - Office for National Statistics
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https://www.ons.gov.uk/employmentandlabourmarket/peopleinwork/employmentandemployeetypes/articles/whoarethehybridworkers/2024-11-11 -
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https://investors.zoom.us/node/11321/pdf -
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This document provides insights into Zoom's financial outcomes, focusing on enterprise customer metrics and revenue.
https://investors.zoom.us/node/11886/pdf -
Zoom’s Enterprise Customer Base Expands as AI Push Continues - CIO Dive
This article discusses Zoom's growth in enterprise customers and its initiatives in artificial intelligence.
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This article highlights key statistics and trends related to hybrid work practices among UK companies in 2024.
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