A majority of events professionals say the senses need to be better incorporated into events to deliver increased engagement, yet just over a quarter believe the five senses are currently being used effectively by the industry.

The results come from new research from London & Partners, the official convention bureau for London, and global agency CWT Meetings & Events. They surveyed 600 event organisers for their study.

According to the survey, just 27 per cent of event professionals believe the five senses of sight, sound, taste, smell and touch are being used effectively by the industry, yet 78 per cent believe multi-sensory events deliver more memorable and creative experiences for event attendees, while 42 per cent say sensory activations can also help events stand out from the competition.

The research also reveals that less than a quarter (23 per cent) of the planners surveyed feel pressured to bring the senses to life for their events, with the majority (57 per cent) saying they are happy with the status quo.

When asked what is stopping them from delivering sensory-led experiences, the top three responses were not having the budgets required (43 per cent), lack of time (26 per cent) and difficulties finding sensory content suitable for their clients or events (24 per cent).

Tracy Halliwell MBE, director of business tourism and major events at London & Partners, said: “It’s clear that the industry can do more to fully embrace sensory experiences in order to deliver unforgettable experiences for event goers. In a world full of distractions the events world needs to be more creative in its approach and not stick with the status quo because it is easier to achieve. Our senses are the cornerstone of our experiences and by producing events that incorporate sight, sound, smell, taste and touch effectively, the messages conveyed to delegates at conferences, meetings and tradeshows will become much more memorable and impactful.”


Halliwell added: “In London you’ll find some of the world’s most talented and creative event production and design companies that can deliver dynamic, truly memorable events. The city leads the way in the delivery of innovative meetings and events which use the power of the senses to give event attendees unforgettable experiences.”