세계의 이벤트 관리 소프트웨어 시장 : 점유율 분석, 산업 동향 및 통계, 성장 예측(2024-2029년)

The Event Management Software Market size is estimated at USD 13.80 billion in 2024, and is expected to reach USD 24.16 billion by 2029, growing at a CAGR of 11.85% during the forecast period (2024-2029).

During the forecast period, the market is poised for growth, primarily propelled by event management companies' escalating demand for automation, streamlining event operations. Moreover, a heightened emphasis on extracting actionable insights from events further fuels market expansion. Event management software plays a major role, offering a suite of functions-from venue and ticketing management to event analytics and lead management. This consolidated approach not only aids in successful event planning but also slashes costs, negating the need for multiple software implementations.

Various transformative trends are expected to drive the market. For example, event management software providers increasingly prioritize platforms catering to physical and virtual attendees. These platforms boast features like live streaming, virtual exhibitor booths, and interactive networking tools.

For instance, according to the Kaltura State of Events Report 2023, which surveyed approximately 1,500+ organizers and attendees, 40% of marketers planned virtual events in 2023, and 18% included hybrid events in their plans. Regarding business priority, virtual events take the top spot, with 74% of marketers claiming virtual events are the most important for their overall strategies. In 2023, marketers expected growth across the board, ROI, and budget; networking is expected to grow by 12%, engagement by 13%, registration by 14%, and attendance and lead generation by 15%. These estimations nod toward a moderate but optimistic outlook for the virtual events and continuous growth of demands.

Furthermore, more than ever, event management software harnesses AI and machine learning algorithms. These technologies analyze attendee data and preferences, empowering organizers to personalize every aspect of an event, from content recommendations to networking suggestions. For instance, in early June 2023, Eventcombo initiated beta testing for its updated event-management platform. This version was developed in collaboration with the Alberta Machine Learning Institute, which aimed to leverage artificial intelligence for more efficient handling of business event coordination.

One primary hurdle in the event management software market is the notable divergence between what organizers offer and what attendees seek. Often lacking clear insights into attendee expectations, organizers need help to gauge and cater to their diverse needs accurately. This disconnect frequently results in misaligned event planning, leading to subpar experiences for attendees and missed opportunities for organizers.

Moreover, with events growing in complexity and diversity, traditional software solutions find it increasingly more complex to adapt to these varied demands. To bridge this gap effectively, a comprehensive grasp of attendee demographics, preferences, behaviors and the integration of innovative features for personalized experiences and real-time feedback are imperative.

According to the Convene survey conducted in late 2022, post-COVID-19, meeting professionals globally identified travel and budget policy restrictions as the primary factors impacting the event industry in 2023, leading to an increased adoption of hybrid and virtual event formats to address these constraints.

Event Management Software Market Trends

SMEs to Witness Major Growth

• Small business owners and entrepreneurs often grapple with distinct challenges compared to larger corporations, fostering a sense of isolation as they navigate their business journeys. Conferences and networking events offer a vital platform for these individuals, including 'solopreneurs,' to engage with like-minded professionals, fostering cooperation and the exchange of ideas.
• For instance, according to the Ministry of Micro, Small & Medium Enterprises India, as of March 2024, the Udyam portal, along with the Udyam Assist Platform (UAP), boasted a total of 4,00,42,875 registered MSMEs, showing consistent growth. Of these, micro-enterprises dominate, numbering 3,93,18,355, making up nearly 97.7%. Small enterprises follow, with 6,08,935 entities, accounting for about 1.5%, while medium-sized enterprises stand at 55,488, representing roughly 0.8% of the registered MSMEs. Such a vast number of SMEs may create an opportunity for the growth of the market studied.
• There are various advantages for SMEs when organizing events. Such benefits may propel small and medium enterprises to launch new events, which would proportionately drive the demand for the market studied. For example, events draw a diverse crowd, from potential customers and partners to industry peers. For small businesses, networking at these events is invaluable. It paves the way for collaborations, partnerships, and crucial word-of-mouth referrals, all essential for driving growth.
• Moreover, events provide an excellent platform for market research. Small businesses can analyze competitors, delve into consumer behavior, and glean insights into emerging trends. Such intel is instrumental in product refinement, service enhancement, and maintaining a competitive edge.
• According to the European Commission, in 2023, the European Union was home to an estimated 24.4 million small and medium-sized enterprises (SMEs). The majority of these were micro-sized, employing fewer than nine individuals. Additionally, there were 1.32 million small firms, each with 10 to 49 employees, and 202,278 medium-sized enterprises, employing 50 to 249 workers.
• Furthermore, events offer many content creation opportunities, from live-streamed sessions to exclusive behind-the-scenes peeks. The content produced during events holds immense potential for repurposing. Insights and anecdotes from these occasions find their way onto a company's social media platforms, blog posts, and newsletters, extending the event's impact long after its conclusion.
• Moreover, hosting events often leads to the organic creation of user-generated content. As attendees share their event experiences on social platforms, they craft a compelling narrative around the brand, significantly enhancing its visibility. Leveraging this user-generated content can mimic the effects of influencer marketing, potentially driving up sales.
• Additionally, many events support the growth of SMEs in various regions. For example, at the 2024 SME Arizona conference, the program delves into advancements in mining projects and technical innovations, spanning mining, geology, metallurgy, environmental concerns, new projects, and blasting. This event, exclusive to the challenges and prospects of the mining industry in the desert southwest, is a cornerstone in the region. Renowned for its top-notch content, networking opportunities, and community support events like the Mining Foundation of the Southwest Hall of Fame and the SME Student Chapter Golf Tournament fundraiser, it's one of the much-anticipated annual rendezvous for industry peers and friends.

North America Holds Largest Market Share

• Furthermore, events offer many content creation opportunities, from live-streamed sessions to exclusive behind-the-scenes peeks. The content produced during events holds immense potential for repurposing. Insights and anecdotes from these occasions find their way onto a company's social media platforms, blog posts, and newsletters, extending the event's impact long after its conclusion.
• Moreover, hosting events often leads to the organic creation of user-generated content. As attendees share their event experiences on social platforms, they craft a compelling narrative around the brand, significantly enhancing its visibility. Leveraging this user-generated content can mimic the effects of influencer marketing, potentially driving up sales.
• Additionally, many events support the growth of SMEs in various regions. For example, at the 2024 SME Arizona conference, the program delves into advancements in mining projects and technical innovations, spanning mining, geology, metallurgy, environmental concerns, new projects, and blasting. This event, exclusive to the challenges and prospects of the mining industry in the desert southwest, is a cornerstone in the region. Renowned for its top-notch content, networking opportunities, and community support events like the Mining Foundation of the Southwest Hall of Fame and the SME Student Chapter Golf Tournament fundraiser, it's one of the much-anticipated annual rendezvous for industry peers and friends.
• North America's event management software market has been witnessing robust growth, driven by the growing need for efficient event planning, management, and execution solutions. The market's expansion is also driven by technological advancements and the rising popularity of hybrid and virtual events, especially in the aftermath of the COVID-19 pandemic. As businesses and organizations adapt to new ways of engaging audiences, the demand for comprehensive software that can handle registrations, ticketing, live streaming, analytics, and networking has surged.
• Major event management software companies in North America, such as Cvent, Eventbrite, and Bizzabo, are critical players in the market with comprehensive tools for event planning, ticketing, and attendee engagement. These firms leverage advanced technology, including AI and data analytics, to enhance user experience and operational efficiency, catering to corporate and large-scale event needs.
• Moreover, key factors contributing to the growth include the proliferation of high-speed internet, the increasing adoption of AI and machine learning for personalized attendee experiences, and the integration of advanced features like real-time data analytics and event marketing tools. North America's vital IT infrastructure and the presence of major tech companies also provide a conducive environment for innovation in this sector.
• In February 2024, Momentus Technologies, a venue and event management SaaS solutions provider, introduced Momentus Prime, a product designed for venues in the small to midsize business (SMB) market. Prime brings an extensive range of features, providing SMBs access to enhanced technology that has long been the domain of significant enterprises, revolutionizing their approach to venue and event management.
• Overall, the market is witnessing a rise in small and medium-sized enterprises adopting event management software to compete effectively with larger organizations. With continuous technological advancements and growing investments in digital transformation, the North American event management software market is poised for sustained growth, catering to the evolving needs of various sectors.

Event Management Software Industry Overview

The Event Management Software market is highly fragmented due to the presence of both global players and small and medium-sized enterprises. Some of the major players in the market are Cvent Inc. (Blackstone Inc.), Tripleseat (Vista Equity's), Active Network LLC (Global Payments Inc.), STOVA, and Eventbrite Inc. Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

June 2024 - Tripleseat, a sales and event management platform catering to restaurants, hotels, and unique venues, has confirmed its acquisition of Merri, an innovative 3D floorplan and event design application tailored for restaurants, hotels, unique venues, and event planners. The strategic acquisition is set to bolster Tripleseat's comprehensive toolset, offering venues an all-in-one solution for effortless event planning and management.

January 2024 - Cvent acquired Jifflenow, a B2B 1:1 and group appointments scheduling solution, and iCapture, a capture solution. As in-person events have become a critical channel for driving growth, hundreds of global organizations rely on Jifflenow to schedule and manage high-quality B2B appointments and iCapture for their trade show and conference lead capture needs. With these acquisitions, Cvent further expanded its Event Marketing and Management platform, offering enhanced solutions to help organizations.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

• 4.1 Market Overview
• 4.2 Industry Attractiveness - Porter's Five Forces Analysis
  • 4.2.1 Bargaining Power of Suppliers
  • 4.2.2 Bargaining Power of Consumers
  • 4.2.3 Threat of New Entrants
  • 4.2.4 Intensity of Competitive Rivalry
  • 4.2.5 Threat of Substitute Products
• 4.3 Assessment of Macroeconomic Factors on the Market

5 MARKET DYNAMICS

• 5.1 Market Drivers
  • 5.1.1 Increasing Focus on Gaining Actionable Insights From Events
  • 5.1.2 Growing Adoption of Automation by Event Management Companies
• 5.2 Market Challenges
  • 5.2.1 High Cost and Lower Awareness
• 5.3 Analysis of Pricing and Pricing model

6 MARKET SEGMENTATION

• 6.1 By Software
  • 6.1.1 Event Planning
  • 6.1.2 Event Marketing
  • 6.1.3 Venue & Ticket Management
  • 6.1.4 Analytics and Reporting
  • 6.1.5 Other Software Types
• 6.2 By Organization Size
  • 6.2.1 Small and Medium Enterprises
  • 6.2.2 Large Enterprises
• 6.3 By Deployment Type
  • 6.3.1 Cloud
  • 6.3.2 On-premise
• 6.4 By End-user Vertical
  • 6.4.1 Corporate
  • 6.4.2 Government
  • 6.4.3 Education
  • 6.4.4 Media and Entertainment
  • 6.4.5 Other End-user Verticals
• 6.5 By Geography
  • 6.5.1 North America
  • 6.5.2 Europe
    • 6.5.2.1 United Kingdom
    • 6.5.2.2 Germany
    • 6.5.2.3 Nordics
    • 6.5.2.4 Benelux
  • 6.5.3 Asia
  • 6.5.4 Australia and New Zealand
  • 6.5.5 Latin America
  • 6.5.6 Middle East and Africa

7 COMPETITIVE LANDSCAPE

• 7.1 Company Profiles
  • 7.1.1 Cvent Inc. (Blackstone Inc.)
  • 7.1.2 Tripleseat (Vista Equity's)
  • 7.1.3 Active Network LLC (Global Payments Inc.)
  • 7.1.4 STOVA
  • 7.1.5 Eventbrite Inc.
  • 7.1.6 Momentus Technologies
  • 7.1.7 Certain Inc.
  • 7.1.8 SignUpGenius Inc. (Lumaverse Technologies)
  • 7.1.9 EMS Software LLC (Accruent)
  • 7.1.10 TryBooking Pty Ltd
  • 7.1.11 Event Espresso LLC

8 INVESTMENT ANALYSIS

9 FUTURE OF THE MARKET