The pandemic didn’t just shake up the way we work — it rewired it. In what felt like an overnight sea change, millions of professionals traded offices and cubicles for kitchen counters and dens, boardrooms for Zoom calls and daily commutes for a stroll down the hall.

Remote and hybrid work models, long considered exceptions to the norm, quickly became the way countless companies now did business. While the momentous metamorphosis included many positives, it also raised a critical issue unique to the events industry: how do we inspire a workforce now accustomed to virtual communication to attend and fully engage with in-person meetings and experiences?

The question isn’t just logistical — it’s existential. The meetings industry, forever built on the foundation of face-to-face interaction, must now restate and reappraise its value proposition in a world where screens and cellphones rule our communications and physical presence is generally no longer a requirement.

To explore this tectonic shift, Corporate & Incentive Travel magazine checked in with two industry leaders who are shaping the present and future of live events: Tahira Endean, MSc, CITP, CMP, CED, head of program at IMEX and co-founder of The Strategy Table, and Neil Brodie, vice president, Experiences at Sea, Charters, Meetings & Incentives, & Events at Norwegian Cruise Line Holdings Ltd. Their input reveals a continuing dynamic transformation that reexamines the purpose, format and experience of in-person gatherings.

The Rewards and Emotional Cost of Remote Work

Remote work has brought undeniable benefits for workers and companies — including increased flexibility, reduced commuting and broader access to global talent. A 2023 Gallup report indicates nearly 60% of U.S. employees now work remotely at least part of the time. But this swing has also introduced a new kind of separation — one that’s not just physical, but emotional. For many, the days of spontaneous hallway conversations, shared lunches and face-to-face collaboration are a thing of the past, leaving many professionals feeling disconnected and even isolated.

Endean believes this emotional gap is precisely why in-person events matter more than ever. “Remote work equals distance, physical and emotional, and humans desire and require connection. We are social beings. We have high expectations of in-person events because they require effort, investment and time,” she remarks. “But, intentionally designed events are the most powerful tool organizations have to bring people together, and where they are able to catalyze happiness by being together, productivity with conversation intersections that don’t happen on-line, and trust for the organization and between colleagues and with clients.”

Her thoughts emphasize a vital point. While virtual tools have their place, they lack the depth of human connection. In-person events offer something of unique value — an emotional connection embracing trust, sparking creativity and strengthening relationships.

Norwegian Cruise Line passengers are seeking curated live opportunities like private receptions. Photo credit: Norwegian Cruise Line

From Transactional to Transformational

Historically, many corporate events have been transactional — focused on delivering information, training or updates. In the post-pandemic era, however, attendees expect experiences that are immersive, meaningful and engaging.

Brodie sees this shift firsthand in his work designing experiences at sea. “Remote work has raised the bar for in-person experiences. Attendees are no longer looking for traditional meetings; they expect experiential events to deliver what they can’t get behind a screen: immersive environments, meaningful networking and authentic human connection. On our ships, for example, groups are seeking more curated opportunities like customized shore excursions, team-building activities and private cocktail receptions that foster relationships in ways virtual can’t replicate.”

This evolution reflects a bigger wave, the move from passive attendance to active participation. Attendees want to feel something, and to be challenged, inspired and transformed. They also want to leave with meaningful memories and not just meeting notes.

The Future of Large-Scale Conferences

With the massive rise of remote work, some have foreseen the decline of large-scale conferences. Endean, though, sees a promising future for in-person functions — one where these events not only survive but thrive. “Large-scale conferences are staying at scale or even growing. The successful events will always be those that evolve to serve the needs of their unique audiences, and ultimately fulfill their promises,” she explains. “Typically, this includes providing a combination of connection opportunities that support collaboration, sales or innovation, plus education and/or requirements for ongoing accreditation. Formats should continue to blend the need for well-being with education, presentation with dialogue and technology that truly supports the experience.”

Her vision is one of adaptability, with meetings evolving to meet the changing needs of attendees — offering connection in addition to content. This also means integrating wellness, personalization and technology in ways that enhance, not distract from, the experience.

In fact, many event organizers are now blending traditional conference elements with a greater emphasis on wellness activities, immersive installations and interactive programming. Events are seeing more dynamic activities like guided meditations between sessions, collaborative art walls and breakout rooms designed like living rooms. Innovations like these encapsulate a deeper comprehension of what attendees truly prioritize: comfort, creativity and collegial connection.

Real Motivation in a Remote World

One of the bigger question marks facing event organizers today regards motivation. Do remote workers need extra incentives or greater encouragement to attend in-person events? Endean suggests that the desire to connect is already present.

“The more remote work we do, the greater the desire to attend in-person events,” she opines. “Motivation may be external, for example a mandatory event for work, or internal, where the desire for growth, personal or professional, drives the decision.”

This insight turns the narrative on its head. Remote work doesn’t lessen interest in live events — it amplifies it. The isolation of virtual work creates a hunger for shared experiences, spontaneous and lively convos, and the serendipitous moments that only physical presence can offer.

Brodie’s team taps into this truth by organizing experiences that feel essential and unforgettable. “We focus on designing experiences that emphasize the value of connecting with others,” he states. “At sea, that means creating shared moments that can’t happen in a virtual setting, such as organizing leadership summits in theatres, arranging exclusive music performances for like-minded communities, or using ships as venues that reflect a company’s culture. These unique environments make being together not just essential, but unforgettable.”

Sharing a once-in-a-lifetime experience with teammates creates lasting memories. Photo credit: Norwegian Cruise Line

Rethinking Event Design for a Hybrid Workforce

Maybe a new mindset is key when it comes to designing events for a hybrid and remote workforce. It’s no longer sufficient to furnish generic programming. Attendees want opportunities for authentic engagement, plus personalization and flexibility.

Endean outlines a blueprint for this new approach. “Plan for social time, where attendees become participants and bond over shared experiences, from active to immersive to cooperative,” she says. “There is a need to balance personalization — because that is the expectation — with group activities that support positive socialization. Don’t just offer ‘vanilla’ options. When we add an element of challenge, physical or mental, that allows us to overcome vulnerability with appropriate facilitation, it can lead to growth and positive feelings about the organization and those we work with. Humans like to prove ourselves and improve our abilities, especially when we feel we are in a safe space. Asking your participants about the type of activities they prefer can lead you to crafting a program that offers good options leading to the result of connecting people that are often disconnected by their remote work.”

She also highlights the importance of rest and flexibility — especially in the case of attendees reacting to different time zones and work schedules. “We also need to plan for more flexibility and rest time, as remote workers are often coming from various time zones and may follow more flexible work schedules generally,” she clarifies.

This holistic philosophy comprehends that attendees are not just professionals — they’re people. And designing events that honor their humanity is a vital roadway to success.

Virtual vs. In-Person: Complementary, Not Competing

The rise of virtual meetings has sparked ample debate about their bottom-line effectiveness. Brodie offers a balanced view.

“One misconception is that virtual meetings are less effective. The truth is, they’re excellent for efficiency, scale and accessibility,” Brodie explained. “But in-person excels at fostering relationships, innovation and emotional impact. For example, a team might cover a project update virtually, but brainstorming together while sailing past the Greek Isles, or celebrating a milestone with a private gala onboard, leaves memories that deepen bonds, drive motivation and last a lifetime.”

This viewpoint perhaps underlines a critical distinction: virtual and in-person formats serve different purposes. Virtual is great for information-sharing. In-person is essential for inspiration, connection and culture-building.

Measuring Success in a Hybrid Era

As event formats diversify, so too must our yardsticks for their impact. Brodie shares how his team evaluates impact across platforms. “We’ve broadened how we define success. For virtual, engagement metrics like participation, chat activity and retention rates are key. For in-person, it’s more about the impact; how energized attendees feel, how many meaningful connections were made, and how the experience reinforced company culture. On our ships, we measure success in spontaneous networking, in the excitement of a private shore excursion, and the memorable stories attendees continue to share long after the sailing.”

This shift reflects a deeper understanding of what events are meant to achieve — not just information transfer, but emotional resonance and cultural alignment.

In person events, such as this cooking class, offer fun ways to engage with others. Photo credit: Norwegian Cruise Line

Looking Ahead: The Next Decade of In-Person Events

What does the future hold for in-person events in a world where remote work is now the norm? Brodie offers an intriguing perspective.

“As remote work becomes standard, in-person events will serve as intentional hubs for company culture and connection. Organizations will increasingly use these events to reinforce identity, values and human connection. I believe we’ll see more emphasis on destination-driven and experiential gatherings making travel part of the experience to incentivize and build connections. Cruises offer all-inclusive options, customization and built-in networking opportunities, perfectly positioned to play a bigger role in how companies bring people together in the future,” he says.

His forecast envisions a reawakening for live events — not as professional obligations, but highly anticipated opportunities for engagement, loyalty and growth.

5 Ways to Make In-Person Events Irresistible to Remote Workers

As remote and hybrid work models become the standby, event organizers face a fresh challenge: how to attract and engage attendees who’ve grown accustomed to communicating by screen to step out and engage face-to-face. Remote workers need more than just a calendar invite; they need a vested reason to trust that showing up in person will be worth their time, energy, expense and travel efforts. Here are five established strategies to make in-person events magnets for the remote-first workforce:

1. Design for Connection, Not Just Content

Remote workers frequently long for the casual interactions that happen in physical offices — those hallway chats, coffee breaks and shared laughs that foster camaraderie. In-person events should thus prioritize human connection over passive information sharing. Curated networking lounges, facilitated meetups and interactive sessions that inspire dialogue are vital in this area. Instead of traditional lectures, embrace collaborative formats like roundtables, peer-to-peer workshops and storytelling circles.

2. Personalize with Purpose

Remote professionals are used to tailoring their workdays around their priorities, so standard cookie-cutter event slates no longer cut it. Leverage pre-event survey responses or app-based preference tools to gauge attendee goals and design the experiences accordingly. Breakout tracks, for example, can be divided by career stage, interests or preferred learning style. Even minor touches like personalized welcome kits, curated playlists or name badges with conversation prompts will make attendees feel valued as individuals.

3. Make Wellness a Priority

Remote work has blurred and sometimes practically removed the borders between personal and professional life, often leading to burnout that includes screen fatigue. In-person events should have the sense of being balanced and restorative, not tiring. Components like guided meditation, movement breaks, healthy dining choices and serene zones for reflection bring wellness to the agenda table. Optional morning yoga, nature walks, or even nap pods might be other considerations here. When attendees feel physically and mentally invigorated, they associate the event with positive energy and are more likely to return.

4. Create FOMO-Worthy Experiences

To compete with the ease and convenience of virtual meetings, in-person events need to deliver what screens can’t: unforgettable in-person moments. Think innovative and immersive environments, surprise guest performances, destination-based explorations or hands-on creative workshops. These offerings don’t just entertain, they foster emotional memory. Whether it’s a sunset cruise, interactive art installation or a collaborative cooking class, remote workers will be more inclined to attend when they know they’ll walk away with stories worth sharing and moments they couldn’t experience virtually.

5. Build Flexibility into Every Layer

Remote workers value autonomy, so rigid schedules and one-size-fits-all programming can be off-putting. Offer flexible schedules, on-demand content and hybrid access for overflow sessions. Allowing attendees to charter their own pace is also effective — whether they dive into every activity or opt for quiet networking. Flexibility indicates respect for their time and preferences, making the event seem like an invitation and not an obligation. This also helps accommodate attendees coming from different time zones and accustomed to different work rhythms.

A New Era of Connection?

The remote and hybrid work revolution has reconfigured the professional landscape. But it hasn’t lessened the value of in-person events — it’s redefined it. Today’s attendees seek more than just passive content — they desire connection, inspiration and experiences that screen communication simply can’t provide.

As Endean and Brodie delineate, the future of live events lies in intentionality, creativity and emotional impact. In-person gatherings are no longer merely logistical functions designed to disperse information, they’re cultural touchstones. They offer a rare chance to step out from behind screens and into a shared reality where ideas abound, bonds deepen and memories are made.

For organizations planning meetings and events in this new era, the message is clear: don’t just organize static gatherings — design interactive experiences that are immersive, inclusive and memorable. Whether it’s a leadership summit in the mountains, a wellness-infused conference on a cruise ship or a collaborative retreat in a city loft, the objective is consistent — to bring people together in ways that virtual platforms simply can’t replicate. C&IT