UFI’s Industry Partners’ 1st Survey identifies key investment areas over the next 12-18 months
26 January 2021: The first edition of the new Industry Partners Benchmark Survey has been released recently by UFI, the Global Association of the Exhibition Industry. The report has identified key areas of investment over the next 12-18 months which include marketing and communications, and event technology and software. The study indicates that service providers in event and exhibition industry have a relatively high impact on overall event success. According to the study, satisfaction with service providers within the industry is relatively high, whilst the length of collaboration between clients and customers has a big impact on overall satisfaction levels.
Developed by the UFI Industry Partners Working Group, the survey benchmarks and assesses the relationships between industry partners/suppliers and exhibition organisers/venues. It also identifies areas for improvement with regard to collaboration. More than 200 companies contributed to the project, the majority of whom are from Europe and the Asia-Pacific region.
Commenting on the first survey, UFI President Anbu Varathan, said “The collaboration between organisers, venues and service partners is more important than ever, now that we are dealing with the fallout from the COVID-19 pandemic.”
And Ravinder Sethi, Chair of UFI’s Industry Partners Working Group, added: “The survey will be of great interest to suppliers and partners worldwide, by providing key insights into the true nature of the relationships between organisers and the companies that support their events,” says According to Sethi, the survey demonstrates that industry partners are regarded as an essential and valuable component of the exhibition industry, with overall satisfaction levels with regard to service delivery being relatively high. The results also indicate that some of the less-utilised services may have a stronger impact on the outcome of an event than those more heavily relied upon, while the duration of cooperation between industry partners and their customers has a strong positive correlation to satisfaction levels.
Despite the overall positive feedback, the survey highlights a demand for more innovation from industry partners, and indicates that an increase in data sharing between industry partners and their customers could bring additional value.
The Industry Partners Benchmark Survey was conducted at the beginning of the COVID-19 pandemic in 2020. The Industry Partners Working Group is dedicated to running the survey on a regular basis, in order to reflect the ongoing challenges and impact on the exhibition industry.