For nearly two decades, Expo Stars has worked with exhibitors and organisers across global trade shows, helping them improve the one thing that consistently determines success or failure on the show floor: human engagement.
Long before “engagement” became an industry buzzword, we focused on how conversations really happen at exhibitions, how attendees make decisions in busy environments, and why having the right people on the stand matters far more than most brands realise.
That is why Freeman’s 2025 End-of-Year research is particularly noteworthy. We have reviewed the report and extracted the key insights that can inform your 2026 event planning. Many of the findings on attendee behaviour, expectations, and retention align with what we have observed for years across global show floors. Today’s attendees are no longer passively exploring exhibitions in search of inspiration; they arrive with purpose, defined objectives, and limited time.
Read on to explore how you can strengthen your engagement strategy for these intention‑driven audiences.
Why Attendee Engagement Has Changed
Freeman’s research shows a clear shift in attendee behaviour.
“Attendees are no longer attending events to browse. They participate with intention. They go where value is clear and skip what feels unfocused”
They attend exhibitions to:
- Learn something relevant
- Validate decisions
- Speak to people who understand their challenges
- Make progress against specific objectives
This means engagement can no longer be passive. It must be purpose-led and attendee-centred.
How to Improve Attendee Engagement at Exhibitions
1. Start with Attendee Objectives
High-performing exhibitions are designed around what attendees are trying to achieve, not what is easiest to organise.
Freeman is clear:
“Event design should revolve around attendee objectives, not organiser convenience“
Before planning your stand or staffing, ask:
- What problem is the attendee trying to solve?
- What decision are they under pressure to make?
- What outcome would make the event worth their time?
2. Put Expertise Where Conversations Happen
Attendees do not want generic brand messaging. They want real answers.
“When attendees interact with subject matter experts, the experience feels different. Conversations go deeper, last longer and lead to clearer decisions”
This is where professional exhibition staffing plays a critical role.
Booth staff should act as subject matter experts, including product demonstrators and presenters, with the technical expertise required to:
- Understand the brand and proposition
- Explain complex ideas clearly
- Adapt conversations to different attendee needs
Expertise builds confidence. Confidence influences decisions. Which leads to more discovery calls, stronger lead capture and a brand that stands out on the show floor.
3. Use Hands-On Engagement Intentionally
Hands on engagement is not about entertainment or visual impact.
It is about helping attendees evaluate, learn and decide.
Freeman found that over 90% of attendees say hands-on experiences make it easier to champion an event, while immersive moments only work when they are intentional, not decorative.
If an interaction does not help an attendee understand something better or move closer to a decision, it adds noise, not value.
4. Guide Attendees Instead of Leaving Them Guessing
One of the biggest frustrations identified in Freeman’s research is poor navigation and vendor discovery.
Attendees want guidance on:
- Who to speak to
- What to prioritise
- How to make best use of limited time
“Events perform better when they help attendees navigate towards what matters to them, while still allowing space for planned serendipity“
Meeting these expectations begins well before the show doors open. Both organisers and exhibitors can deliver this guidance through effective pre‑event marketing and communications. Email outreach, social content, and targeted messaging provide the first opportunity to build trust, spark interest, and establish the core narrative of your event presence.
But this experience must continue seamlessly once attendees reach your booth. Your on‑site engagement should feel like a natural extension of the message you’ve already communicated. Consistent, clear and aligned with the expectations you set before the event.
However, as Freeman emphasises, structure alone is not enough. Attendees still need room for serendipity, something we strongly advocate for at Expo Stars. A carefully designed attendee journey should offer direction and clarity but it should never result in interactions that feel scripted or robotic. While qualifying questions form a useful starting point, memorable engagement comes from authentic, human‑centred conversation. Ask how their day is going, how they’re finding the event, or what interesting insight they’ve taken away so far.
Ultimately, people buy from people. Ensure your attendee engagement strategy balances purposeful guidance with genuine, unscripted dialogue.
5. Design for Retention, Not Just Attendance or badge scans
Attendance numbers alone do not indicate success.
Freeman’s research shows that many events lose first-time attendees because their objectives were not met, not because of cost or travel.
“When expectations and experience do not align, the cost shows up in retention. First-time attendees rarely complain. They simply do not return”
As an organiser, you must ensure the event delivers meaningful insights and experiences that meet attendees’ needs. However, exhibitors also play a crucial role in supporting long‑term event retention. The quality of their engagement on the show floor directly shapes how attendees perceive the value of the event.
This is where structured support becomes essential. If you provide training for exhibitors or require that teams participate in pre-event briefings, you empower them to offer clearer messaging, better demonstrations and more consistent attendee experiences. Exhibitors who understand your event’s objectives, audience expectations and engagement standards are better equipped to deliver value that aligns with what attendees were promised.
When organisers and exhibitors work together, you not only improve the immediate event experience, but also strengthen attendee satisfaction, repeat attendance and overall event success.
Why This Matters More in 2026
By 2030, 75% of the workforce will be Millennial and Gen Z.
These audiences expect relevance, clarity and authenticity from every interaction. Events designed for passive attendance will not retain them.
Engagement must help attendees feel successful, informed and confident.
How Expo Stars Supports Exhibition Success
For nearly 20 years, Expo Stars has focused on helping exhibitors and organisers use people, conversations and expertise to deliver meaningful engagement on the show floor.
We have built our business on:
- Professional exhibition staffing
- Trained teams who connect, engage and convert
- Conversations designed around attendee objectives
- Supporting clarity, confidence and measurable outcomes
Freeman’s 2025 research reinforces the importance of human to human connection at events and removing barriers that limit attendees from meeting their goals, education and information
Key Takeaway
Attendee engagement does not improve by adding more activity.
It improves when:
- Objectives are clear
- Expertise is visible
- Engagement is intentional
- Conversations help attendees move forward
To conclude with a quote from the report that stood out to us
“The moments that help attendees make progress are the moments that earn loyalty”
If you are planning an upcoming exhibition and want better conversations, more confident attendees and stronger results, it starts with the right people on the stand.
Expo Stars has spent nearly two decades helping exhibitors and organisers improve engagement through professional exhibition staffing and a deep understanding of how attendees behave, decide and connect.
If you would like to explore how this could work for your next event, start with a conversation with Expo Stars. Book a meeting
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FAQ
An attendee journey plan outlines the key steps an attendee should experience before, during, and after your event to ensure clear guidance and meaningful engagement.
Expo Stars works with companies to create these journey plans, helping them deliver consistent, high‑value interactions that improve event outcomes.
Freeman’s End‑of‑Year Research shows event retention is a major challenge, with 20% of attendees saying their objectives aren’t met. Peak moments strongly influence loyalty, hands‑on demos outperform high‑gloss experiences, and attendees value learning, networking, and SME access far more than spectacle.
Professional staffing at exhibitions is highly useful. Skilled booth staff improve engagement, qualify attendees effectively, and boost lead conversion. Companies can work with suppliers like Expo Stars to provide trained exhibition professionals who deliver consistent, high‑value interactions that maximise event ROI.
Attendees often struggle because booth interactions feel rushed, generic, or overly scripted. They want clear guidance and real conversations with knowledgeable humans who understand their needs, not robotic pitches.