The technological innovation in web-based applications, platforms and mobile applications, have changed the business event industry, specifically meetings and conferences, enabling event professionals to create more meaningful event experiences, reach wider audiences and increase returns on investment. The research discusses the context of business events in relation to the evolution, development and benefits of virtual and hybrid events. It particularly examines the impact of COVID-19 on the event industry and the responding pivot to online events with designing virtual and hybrid experiences. It posits that hybrid events will be a cornerstone of this new event landscape, providing a lifeline for event professionals and increasing the sustainable practices with green shoots that provide some optimism for the future of the event industry.
Despite there is a gap in the academic perspective and lack of research on virtual events and particularly hybrid events, the research methodology examine and explore the benefits and best practice approaches for this new event context, That discussed as emerging from the pandemic crisis. Quantitative approaches will be followed include data collection through: researches, studies, questionnaires, survey and direct interviews with conferences attendees, Stakeholders and event professionals, studying the new conditions of a virtual or hybrid environment.