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Choosing the right time for a business event is crucial for event planning, as it has a direct impact on the success of the event. Optimal timing ensures higher attendance because attendees are more available and have fewer conflicting schedules.
With over 20 years of experience in the event industry, both as an organizer and in the development of digital technologies for events, Marc combines his extensive expertise with a Master's in Digital Business Management and a Bachelor's in Business Administration with a focus on Marketing.
The date of the event has a direct impact on attendance figures. Data shows that Tuesday, Wednesday and Thursday are the most popular days of the week for business events, whilst Mondays and Fridays are less popular. September, October and November are considered peak season; January and August tend to be avoided due to holidays. Those who time their events to align with these patterns will see a significant improvement in registration and attendance rates.
Conferences: Large events where experts give talks, hold discussions and provide networking opportunities.
Seminars and workshops: Interactive events that cover specific topics and provide participants with practical skills or knowledge.
Conferences: Meetings of groups or organisations to discuss common goals, challenges or projects and develop solutions.
Trade fairs and exhibitions: Events where companies can showcase their products and services and meet potential customers.
Networking events: Events to meet potential customers, partners or investors and make contacts.
Employee events: Events for employees to promote motivation, team spirit and greater company loyalty.
Product launches: Events to officially present new products or services and to address potential customers or interested parties.
Customer events: Events organised specifically for existing or potential customers to maintain customer relationships or attract new customers.
The list is not exhaustive, but shows that business events always take place in a business context.
As mentioned in the introduction, choosing the right time for event planning has an influence on the success of the event. In addition, good timing facilitates the availability of venues, suppliers, and speakers, as they may not already be booked elsewhere. It also allows for better coordination with business activities to ensure that the event does not conflict with important projects or events, and to ensure the participation of relevant stakeholders.
Business events are often held during the week because this is the time that attendees can usually book as work time. This means they are more likely to attend events without having to sacrifice additional time off. Scheduling business events during the week also increases the likelihood that attendees will be available, as they typically reserve their weekends for personal matters or recreation. As a result, choosing weekday event dates allows for greater attendance and more effective use of work time for business purposes.
The evaluation of all events organised with the Oniva event management software has shown that among weekdays, Thursday is the most popular day for business events, accounting for 40% of all organised events. Thursday provides a good balance between the beginning and end of the work week, making event attendance less affected by weekend plans. Wednesday follows with 21% and Tuesday with 17% of events, with both days also popular due to their position in the middle of the week, providing a good opportunity to reach a high number of attendees.
The analysis of our event platform Oniva has shown that the most popular month for business events is September with 16%. October is only slightly more popular with 15% of all events among event organisers. The months of May, June and November share third place with 11% each. The preference for these months can be attributed to various factors. These include high availability of participants due to low vacation absences, favorable weather conditions, increasing business activities or availability of event venues and service providers at these times.
The decision to hold an event during or outside of popular times depends on various factors. These include the strategic objectives of the event, the company's business, the popularity of the event and seasonal trends. While popular times such as September and October may have a greater appeal to attendees, events outside of these peak periods may offer less competition and potentially lower venue and service costs. Ultimately, the choice of timing for an event should be carefully considered in the event planning process in order to achieve the best possible results and meet the objectives of the event.
The most popular day of the week for business events is Thursday. According to an analysis of events organized through Oniva, around 40% of all events take place on this day. Wednesday and Tuesday follow closely behind, as they are also well integrated into the workweek and allow for high attendee availability.
The most popular months for business events are September and October. September leads the way with around 16% of events, followed by October with around 15%. May, June and November are also well represented, as many participants are available during these periods and there are fewer holiday absences.
Both have their advantages: peak periods such as September and October offer high availability and demand, but can also mean more competition and higher costs. Outside of peak periods, events often benefit from greater flexibility regarding venues, lower costs and fewer scheduling conflicts – the decision therefore depends heavily on the event’s objectives.
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