Paris—UFI, the Global Association of the Exhibition Industry, has partnered with research specialist Explori that focuses on visitors of exhibitions around the globe.
The Atlanta-based Society of Independent Show Organizers USA (SISO) supports the report, which is a comprehensive analysis of Explori’s global database that consolidates visitor surveys from a sample of 920 events worldwide. Explori is based in London.
The survey delivers key findings related to the visitor’s behavior, the levels of loyalty and advocacy of the industry, their needs, and the extent to which these needs are being met by the industry.
The study reported that exhibitions in the more developed exhibition markets tend to achieve higher satisfaction than those in less mature markets.
Despite this, events in less mature markets benefit from a return bonus effect, with higher levels of loyalty than might be predicted by their ability to satisfy visitors.
The study found there is also an inherent difference between satisfied and dissatisfied visitors’ priorities when providing feedback on events.
Unhappy customers don’t focus on so-called hygiene factors such as venue layout, signage or catering, but highlight more fundamental problems as the cause of their lack of satisfaction.
The data shows that visitors desire to see innovations in their sector, both in the content and particularly on the exhibition floor, more so than educational content or networking.
Kai Hattendorf, UFI’s Managing Director/CEO, said: “The success of our industry depends on many factors, but the two most-important customer groups’ exhibition organizers all around the world have to focus on the exhibitors and exhibition visitors.”
Mark Brewster, Explori Founder and CEO, said: “With an increasingly globalised and connected audience, the competitive environment in which each operates, both in terms of its geographical location and its market sector, are critical components in determining and understanding visitor attitudes.”
Reach UFI Managing Director Kai Hattendorf at (33) 1 46 39 75 00 or kai@ufi.org
