Companies appreciated and approved the additional benefits offered by hybrid trade show formats during the pandemic but still want to participate in physical trade fairs. Among the respondents in a new survey conducted by Messe Frankfurt, 97 percent said that in-person events are essential components of trade fairs, including 67 percent who would like events to take place only as in-person events and 30 percent expressing a preference for hybrid formats. Only 3 percent of respondents wanted to see events move entirely online. These data emerged from the second round of customer research at Messe Frankfurt, known as the Customer Care Campaign (CCC). The survey was first conducted in the autumn of 2020, followed by a second round in the spring of 2021, and involved 59,000 companies.
Photo: Messe Frankfurt
