Those in the events sector were particularly attracted to the scenario of, “By 2020 all conferences and exhibitions I
attend will offer a totally personalized experience, tailor-made to my needs, and offering whatever technological
tools are needed to make the event fully interactive so I can engage with and influence the content of the event”,
with 80% considering it likely or very likely compared to 69% from outside and 77% overall. 70% felt that it was
likely or very likely that personalization would extend across the event experience and that, “In 2020, the personal
comfort of attendees will be much more important to organizers than today. Individuals will be able to obtain
personalized menus at meals, there will be many options for entertainment and relaxation, e.g. customized
seating. Organizers will make far better use of information about individual attendees than they do today.” Despite
the evident concerns over privacy, almost all respondents (93%) considered it likely or very likely that, “In 2020,
almost everything that happens at events will be measured and stored as useful data for organizers and
participants to use in real time, including sessions that individuals attend, interactions between attendees,
appointments that are made and the educational and business interests that individuals express (before, during
and after the event).”