The International Federation of Exhibition and Event Services (IFES), together with independent research partner jwc GmbH, has launched a new global research initiative to examine exhibitor spending, purchasing behaviour and the value of exhibition and event services.
The study aims to address a significant gap in international exhibition industry data. While the sector has extensive information on exhibition space, visitor numbers and market trends, there is comparatively less data showing how exhibitors allocate their budgets, what influences their purchasing decisions and which services they consider most valuable.
New Global Study to Analyse Exhibitor Investment
The IFES global study will develop an internationally comparable picture of exhibitor spending and decision-making across exhibition and event services.
The research will investigate how exhibitors distribute their budgets across different aspects of participation, the factors that influence their purchasing decisions and how they assess the contribution of individual services to exhibition success.
The study will cover stand space, stand construction and design, logistics and transport, accommodation and personnel, rigging, marketing and communication, as well as other services connected with exhibition participation.
Research Will Compare Regions, Industries and Event Formats
A key objective of the research is to identify differences across international markets. The study will examine exhibitor behaviour across regions and industries while also considering different event formats.
The research will include comparisons between B2B and B2C exhibitions, providing greater insight into how exhibitor requirements and spending patterns may vary depending on the event environment.
These comparisons could help exhibition service providers better understand the changing needs of customers in different markets.
IFES Highlights Importance of Better Industry Data
Jörg Zeissig, President of IFES, said the exhibition industry has extensive knowledge and experience across the customer journey, but stronger data can help businesses make more informed decisions.
Understanding where exhibitors invest, what they value from service partners and what influences their purchasing decisions can provide the industry with a clearer picture of changing customer expectations.
The research is also expected to create a benchmark that IFES members and partner association members can use to understand their customers and monitor how market conditions and expectations develop over time.
Making the Value of Exhibition Services More Visible
Exhibition and event service providers are an important part of successful trade shows and business events. However, their economic contribution and the way exhibitor budgets are distributed across different services remain relatively under-documented internationally.
This lack of comparable data makes it challenging for businesses to benchmark demand, compare markets and demonstrate the value created by exhibition service providers.
The new IFES research initiative aims to strengthen the industry’s data foundation and make the role of exhibition and event services more visible.
Two-Part IFES Research Programme
The research programme will consist of two complementary components.
The first part will examine the development of the global exhibition market, including growth markets and major structural trends affecting the sector.
The second part will focus on exhibition and event services through an international quantitative survey of exhibitors.
By combining market analysis with direct exhibitor feedback, the research is designed to provide a more complete understanding of the global exhibition ecosystem.
Exhibitor Survey to Examine Purchasing Decisions
IFES and jwc GmbH have developed a questionnaire covering exhibitor expenditure, service requirements, purchasing criteria and the perceived contribution of individual services to exhibition success.
The survey will look beyond spending levels to understand the reasons behind purchasing decisions.
For exhibition service providers, this information could help identify which factors influence exhibitors when selecting suppliers and determining where to invest their budgets.
jwc GmbH to Provide Independent Research Support
Sebastian Witt, Managing Director of jwc GmbH, said that exhibition service providers contribute substantially to the overall exhibition experience, while international data on exhibitor spending and purchasing decisions remains limited.
The research will combine market analysis with direct feedback from exhibitors to determine where exhibitors spend, what drives that spending and which services they consider most valuable.
This approach could provide useful evidence for service providers, organisers and other stakeholders across the global exhibition industry.
Research Could Help Shape Future Exhibition Services
The findings from the IFES global study could provide businesses with valuable information for planning, investment and service development.
Stand builders, exhibition contractors, logistics providers, marketing agencies and other event service companies may be able to use the findings to better understand customer priorities and adapt their offerings.
For exhibition organisers and industry associations, the research could also provide greater insight into exhibitor expectations and the economic role of services throughout the exhibition experience.
Building a Stronger Data Foundation for the Exhibition Industry
As the global exhibition industry continues to change, understanding exhibitor behaviour is becoming increasingly important. Exhibitors are making decisions based on a combination of cost, quality, convenience, service expertise and the expected contribution to their overall exhibition objectives.
The IFES and jwc GmbH research initiative is designed to provide measurable evidence around these decisions and establish a stronger international benchmark for the exhibition services sector.
By examining exhibitor spending, purchasing behaviour and perceptions of service value across different markets, the study could help businesses better understand their customers and respond to evolving expectations
