Freeman Released Report on Event Participation Trends
A new survey of industry professionals reveals how AI and planning habits are reshaping event attendance and registration.
Updated on Oct. 13, 2026 in Remote Work
Live Poll
Do strict cancellation policies make you wait longer before you decide to register for an event?
Freeman has released The Pre-Event Edition: How People Find, Choose, and Prep for Your Event, a new report detailing participation behavior. The findings highlight how emerging technology and registration policies influence the decision-making process for event attendees and exhibitors.
Why it matters
The report suggests that late registration is driven by organizational policies and a lack of early information, indicating that organizers could boost numbers by adjusting their transparency and cancellation terms. These insights offer a roadmap for companies seeking to improve engagement in an increasingly digitized professional landscape.
The report found that 70% of attendees delay registration due to strict cancellation policies, while 21% of attendees and 25% of exhibitors now use AI to discover events. Notably, 53% of those using AI for discovery reported that the tool changed their event considerations.
The players
Freeman
Freeman is an event and brand experience company that provides global services for event planning and exhibition management.
The details
Attendees are increasingly relying on AI, colleagues, and vendors to discover events, with 54% beginning their onsite planning at least three weeks prior. Conversely, exhibitors are calling for greater transparency, with 56% requesting more data on the types of organizations attending and only 16% finding current return on investment explanations effective.
Timeline
The survey of attendees and exhibitors was conducted in September 2026.
Freeman released the final report on October 13, 2026.
Market Landscape
This report marks a departure from traditional manual discovery methods by confirming the integration of AI tools into professional networking and event selection. It positions event organizers to pivot their marketing strategies toward digital transparency to remain competitive against rival engagement platforms.
Professional attendees may find more flexible registration options if organizers respond to these findings by relaxing strict cancellation policies. Conversely, business travelers and exhibitors should prepare for an environment where AI discovery tools play a larger role in how conferences and trade shows are promoted.
The takeaway
Organizers can improve registration rates by prioritizing early communication regarding audience makeup and program details. Individuals can leverage the current shift toward AI-driven discovery to more efficiently filter events that align with their professional goals and budget requirements.
What happens next
Freeman plans to release a follow-up Trends Report that will explore participant experiences once they have arrived onsite at events.
Further reading
For more insights into modern professional engagement, explore the Remote Work section.
Source note: This article includes information reported by The Manila times.
Live Poll
Do strict cancellation policies make you wait longer before you decide to register for an event?
