Boosting Event ROI Through Delegate Wellbeing: A Strategic Approach

The Crucial Role of Wellbeing in Successful Events

Event planners understand that delegates who feel well–cared for are more likely to actively engage, learn, and network effectively during events.

With a heightened focus towards health and wellness in general, and with rising event costs, now more than ever, event organisers recognise that prioritising delegate wellbeing is key to overall event success and maximising the return on investment.

In this blog we’ll cover:

1. Understanding Delegate Wellbeing: A Strategic Imperative
2. Enhancing Event Success: 7 Tips for Prioritising Delegate Wellbeing
3. Beyond Metrics: Expanding the ROI Horizon

Understanding Delegate Wellbeing: A Strategic Imperative

What is delegate wellbeing?

Delegate wellbeing refers to the physical, mental, and social health of delegates at events such as incentives, conferences, or meetings. It encompasses various aspects, including comfortable physical environments, stress reduction, healthy food options, and opportunities for meaningful human connections.

Whether the event is an incentive travel trip, a business conference, or a learning event, to meet objectives and maximise the impact of the event, we need to ensure the attendees are engaged. Feelings of poor wellbeing affect concentration, effort, and productivity, so designing an event that puts attendee wellness at the heart isn’t only key for their wellbeing but also for the effectiveness of the event and ROI.

Even so, in a 2020 study by the Incentive Research Foundation, only 27% of internal planners and 39% of third-party planners were willing to accept additional costs for incorporating wellness into meetings, despite acknowledging its critical importance. 

Enhancing event success: 7 tips for prioritising delegate wellbeing

As businesses embrace hybrid working models, the significance of in-person gatherings has intensified. Conferences, in particular, provide a unique opportunity for professionals to connect, learn, and collaborate. However, striking a balance between content-rich agendas and delegate wellbeing is crucial. Let’s explore how strategic planning can optimise delegate experiences while boosting overall ROI.

1. Streamlined agendas: quality over quantity

• Challenge: With limited face-to-face interactions, conferences must pack a year’s worth of content into a few days. As a result, agendas have grown longer, impacting delegate engagement and focus.
• Solution: Prioritise quality over quantity. Curate sessions thoughtfully, focusing on high-impact topics. Consider shorter, more focused sessions to maintain attendee attention.

2. Mindful breaks and networking opportunities

• Challenge: Delegates often rush from one session to another, leaving little time for breaks or networking.
• Solution: Create specific networking areas where attendees can connect during breaks. Encourage meaningful interactions by providing comfortable seating, refreshments, and designated spaces for impromptu discussions.

3. Revamping refreshment breaks

• Challenge: Traditional refreshment breaks may not align with busy schedules. Attendees often grab a snack and continue working.
• Solution: Transform breaks into rejuvenating experiences. Offer healthy, energising options like fresh fruit, low-calorie snacks, and protein drinks. Consider smoothie stations or hydration stations with infused water.

4. Thoughtful meal planning

• Challenge: Meals are essential for sustained energy, but tight schedules often lead to rushed dining experiences.
• Solution: Opt for well-balanced meals that cater to diverse dietary needs. Knowing that some of the healthy alternatives offered as part of the standard banqueting menus still have a high sugar content, at BI WORLDWIDE, we’re collaborating with hotels and venues to create wellness menus. These should include local, low-calorie options and minimise high-sugar content. Breakfast, for example, can feature whole fruits and low-carb cereal bars, promoting sustained energy throughout the day.

5. Take a creative approach to the Physical environment

The physical setting significantly influences delegate experience and wellbeing.

Outdoor Breaks: 

Host breaks, lunches, and dinners in covered outdoor areas (weather permitting). We recently gave the delegates of a three-day conference their breaks, lunches, and dinners in a covered outside area which lifted their spirits and gave them fresh air plus a healthy dose of vitamin D.

Distinct Food and Beverage Areas:

Separate food and beverage spaces from the main event area. This provides a sense of “getting away” and enhances overall wellbeing.

Unusual Spaces:

Be creative with lighting and movable plants to transform the function environment. We find that creative yet inexpensive touches like this can go a long way to showing our delegates that their wellbeing is at the forefront of our planning.

Multi-Sensory Mindfulness Experiences:

Move beyond traditional lectures and presentations by incorporating multi-sensory mindfulness experiences and breakout sessions. Whether it’s sound therapists to create immersive soundscapes that promote relaxation or focus, or VR retreats where delegates can be transported to serene beaches or peaceful forests, guided meditations, or simply adding aromatherapy diffusers throughout your event space. These multi-sensory mindfulness experiences aim to appeal to diverse preferences, ensuring that each attendee finds a mode of relaxation that resonates with them. By engaging multiple senses, you create a holistic experience that fosters mindfulness on a deeper level.

Biometric and AI Feedback Integration:

Imagine adjusting workshop difficulty based on fatigue levels or creating calming light displays based on collective emotional states. Using industry-standard video cameras we can capture audience reactions and employ proprietary AI technology to analyse anonymous facial expressions and assess audience sentiment, engagement, and attention. Through this real-time analysis our clients can identify the most influential messages, opening the ability to tailor the experience to enhance attendee wellbeing and responsiveness.

6. Managing Travel-Related Stress

• The Challenge: Over the last few years, due to the reduction in flight options, air travel complexities such as schedule changes and cancellations, both pre-event and during travel, have become more commonplace and are understandably a cause of anxiety for delegates.
• Proactive Solutions:
• Communication: BI WORLDWIDE prioritises communication. When these circumstances arise, be it a change of flight time or departure airport, we work closely with attendees to find optimal travel solutions.
• Contingency Plans: Our on-site teams have documented contingency plans. These kick in when unexpected travel disruptions occur.
• Inbound Delays: For delayed arrivals, airport teams ensure personalised assistance and early hotel room availability.
• Day-of Departure Challenges: Our team of experts will work to coordinate additional requirements, such as flight changes or transfers as needed.
• Human Point of Contact: Where delays are impacting arrivals or departures in late hours, if required we’ll ensure an information desk remains available throughout the night for personalised assistance.
• Event apps: Well executed event apps provide so much more value than simply registering delegates. In circumstances where last minute travel changes are affecting larger groups, real-time updates can be pushed to delegates and itineraries kept up to date. Whilst this is more impersonal, it does mean that everyone has the same information at the same time, helping to manage expectations and remove the “what’s happening?” or “no one tells us anything!” moment that makes blood pressures rise.

7. Fostering Social Wellbeing

• The Importance: Social wellbeing nurtures a sense of belonging and strengthens connections among employees.
• Event Opportunities:
• Structured Networking: Allocate time for structured networking sessions. Encourage interactions and relationship-building.
• Collaborative Workshops: Organise workshops that foster teamwork and camaraderie.
• Social Lounges: Designate relaxation areas for informal conversations.
• Shared Meals and Events: Communal meals and social events promote connections beyond conference content.
• Interactive Technology: Leverage event apps for virtual meetups and discussions. Take it to the next level with wellness related gamification throughout your event. Introduce biofeedback gaming where attendees wear sensors that track their physiological responses. These responses can then be translated into points or progress in a non-competitive game. Imagine a game where calm breathing unlocks new levels in a virtual environment, or focused attention helps participants navigate a virtual obstacle course. By making wellness practices engaging and interactive, you encourage attendees to actively participate in their own wellbeing1
• Delegate Introductions: Introduce delegates during opening sessions to kickstart conversations.
• Peer Learning Circles: Create small groups for personalised interactions.

Beyond Metrics: Expanding the Event ROI Horizon

Traditionally, return on investment (ROI) for events has been measured in quantifiable terms: revenue generated, cost savings, leads acquired, and operational efficiencies. However, in today’s dynamic landscape, it’s essential to broaden our perspective. The true impact of events extends beyond financial metrics—it encompasses intangible benefits that significantly influence an organisation’s long-term success.

1. Delegate Satisfaction and Loyalty

• Hidden ROI: Satisfied individuals (both employees and non-employees) are more likely to stay engaged with the organisation and contribute positively to its growth.
• How delegate wellbeing plays a role:
  • When delegates feel valued, supported, and engaged during events, their loyalty to the organisation deepens.
  • Prioritising delegate wellbeing—through thoughtful amenities, personalised interactions, and stress-reducing strategies—creates a positive experience.

2. Brand Perception and Reputation

• Hidden ROI: Events shape how delegates perceive the organisation or brand. A well-executed event reinforces the organisation’s values, credibility, and commitment to delegate welfare.
• How delegate wellbeing plays a role:
  • A seamless, enjoyable event experience reflects positively on the organisations brand.
  • Delegates who leave an event feeling energised and cared for become advocates within and outside the organisation.

3. Emotional Impact and Engagement

• Hidden ROI: Emotional resonance drives engagement. Engaged delegates, whether employees or non-employees, are more productive, innovative, and committed.
• How delegate wellbeing plays a role:
  • Emotional wellbeing directly affects engagement. Delegates who feel supported and connected are more likely to contribute wholeheartedly.
  • Incorporate wellness breaks, relaxation areas, and stress-reducing activities to enhance emotional wellbeing during events.

4. Long-Term Relationships and Partnerships

• Hidden ROI: Events are opportunities for relationship-building. Strong relationships lead to better teamwork, collaboration, and project success.
• How delegate wellbeing plays a role:
  • Wellbeing-focused events create a conducive environment for networking and relationship-building.
  • Delegates who connect on a personal level are more likely to collaborate effectively afterward.

5. Employee Retention and Talent Attraction

• Hidden ROI: Happy employees (and satisfied non-employee participants) stay longer, reducing turnover costs. Additionally, satisfied employees attract top talent to the organisation.
• How delegate wellbeing plays a role:
  • Prioritising delegate wellbeing reinforces a positive workplace culture, making individuals want to stay.
  • Word-of-mouth from delegates enhances the company’s reputation as an employer of choice.

6. Post-Event Advocacy and Internal Communication

• Hidden ROI: Delegates share their event experiences internally, impacting morale and organisational cohesion.
• How delegate wellbeing plays a role:
  • Encourage delegates to share positive event experiences with their colleagues.
  • Internal advocacy strengthens the sense of community and shared purpose.

7. Repeat Participation and Learning Continuity

• Hidden ROI: Delegates who benefit from events are more likely to participate in future ones.
• How delegate wellbeing plays a role:
  • A positive experience encourages repeat attendance, ensuring ongoing learning and skill development.
  • Delegates who feel their wellbeing is prioritised are more likely to be eager to engage in continuous learning opportunities.