Networking has always played a critical role in the success of in-person events. But according to Bizzabo’s 2025 Event Networking Report, the role of networking is evolving fast. In fact, it’s no longer a supporting feature of events; it’s the main event.
We surveyed more than 300 event organizers, attendees, and sponsors to understand how networking is being delivered today and how it needs to change to meet the expectations of modern event audiences. Their answers revealed a powerful trend: In-person connections are more important than ever, but the formats, tools, and strategies used to create those connections are overdue for an upgrade.
Why networking is taking center stage at in-person events
A growing number of event professionals view networking not as a bonus but as the primary reason people attend in-person events. Nearly 87% of organizers say networking is very important to the success of their in-person events, with another 11% calling it somewhat important. Attendees echoed this sentiment, with 83% saying networking opportunities influence their decision to attend. Sponsors are equally aligned, with 84% citing attendee networking as important to achieving their event goals.
The data points to one undeniable conclusion: Successful events are now built around the quality of connection they deliver. For organizers, this means networking can’t be an afterthought or a few scattered happy hours. It must be thoughtfully integrated into every phase of the event experience — before, during, and after.
Explore how our in-person event platform supports networking as a strategic centerpiece, not just a side feature.
What do attendees expect from networking today?
In-person attendees are approaching networking with more intention and higher expectations. Many are seeking meaningful, personalized interactions, not just surface-level conversations. While 39% of attendees consider themselves outgoing and eager to meet many people, 34% say their approach depends on the event or personal goals, and 24% prefer one-on-one, more reserved interactions.
This diversity of preferences creates a demand for greater flexibility in networking formats. A combined 76% of attendees prefer either a mix of structured and informal networking or structured formats only. Yet only 53% say the events they attend include structured networking tools or opportunities. This gap suggests that many attendees are still navigating connections on their own, without adequate support from organizers.
This signals a critical opportunity for event organizers: With modern event networking tools, organizers can offer more personalized, flexible, and data-driven experiences.
How is technology reshaping event networking?
Event technology is quickly becoming the backbone of better networking. AI-powered matchmaking, smart badges, mobile apps, and pre-event access to attendee profiles are helping organizers facilitate smarter, more relevant connections. These tools not only ease the friction of meeting new people but also provide valuable data to measure the success of networking initiatives.
Still, adoption is uneven. While 52% of organizers use some form of AI or automation to support networking, 27% still cite poor matchmaking as a top challenge. Additionally, 25% want more personalized networking suggestions to help attendees make meaningful connections. Among sponsors, 47% report using digital tools to support networking, yet 33% believe these tools leave room for improvement.
✍️ For a real-world example of how enterprise brands foster attendee connection, hear how Smartsheet approached networking at ENGAGE in this behind-the-scenes podcast episode.
Sponsors are also prioritizing branded, experience-driven formats that go beyond traditional booth setups. In fact, 57% say they now prefer curated experiences like happy hours, dinners, and invite-only roundtables. Another 24% say they use both formats but are increasingly prioritizing experiential options due to their greater impact.
What does the future of event networking look like?
Despite the challenges, one thing is clear: the future of event networking is bright, and it’s being shaped by personalization, intentionality, and data. Yet issues remain. For example, 42% of organizers say attendee engagement with networking features remains low or very low. Meanwhile, 34% of attendees say that follow-up after initial networking often leads to no meaningful outcome. Only 30% of sponsors say they are consistently able to identify high-quality leads.
With lead capture and measurement tools, more inclusive formats, and clearer measurement, the industry has an opportunity to create the kinds of connections that drive long-term value for attendees, for sponsors, and for the event brand itself.
Ready to see where networking is headed? Our full report dives deeper into the data, challenges, and opportunities that will define the next chapter of event networking.
Download the 2025 Event Networking Report to explore the future of in-person connection.
Frequently Asked Questions
1. Why is networking considered the most valuable part of in-person events?
According to our research, 87% of event organizers say networking is very important to the success of their events. Attendees and sponsors agree — networking consistently ranks as a top reason for attending, driving both community building and business outcomes.
2. What are the biggest challenges with current event networking formats?
Many organizers report low engagement with networking tools, with 42% saying engagement is low or very low. Attendees often struggle with a lack of structured formats and relevant matchmaking, while sponsors cite difficulty measuring ROI and accessing attendee data.
3. How can technology improve event networking experiences?
Tools like AI-powered matchmaking, smart badges, and pre-event attendee profiles help streamline and personalize networking. While adoption is growing, 33% of sponsors and 27% of organizers say there’s still room for improvement in current digital solutions.
4. What should organizers prioritize to improve networking at future events?
Organizers should focus on offering flexible formats, using personalized technology, and providing clear value throughout the attendee journey. Structured networking opportunities, data-driven insights, and seamless follow-up tools are key to improving connection quality and business impact.
