27Names 发布 European Experience Index（EEX®）2026 报告：ROR 跃升为客户营销优先项

The way companies define the value of live experiences is changing. Return on Relationship (ROR) has jumped from 16% to 58% as a client marketing priority in just one year, according to the European Experience Index® (EEX®) 2026, new research from 27Names. Now in its second edition, the EEX® tracks how client and agency priorities are shifting year on year, revealing not just where the industry stands, but how quickly expectations are changing.

Relationship-building now ranks among the top measures of success for live experiences, second only to engagement at 65%. Meanwhile, traditional pipeline impact has fallen from 41% to 26%. But measurement hasn’t caught up. While 58% of clients now prioritise ROR, only 19% have a validated methodology for measuring it. Among agencies, that figure falls to 11%.

The room matters more than ever

The shift towards relationships comes as preference for physical experiences has jumped from 50% to 78%, while digital web-conference formats have fallen from 33% to just 10%. But expectations are changing too. Demand for individual personalisation has risen from 37% to 59%, while demand for highly polished events has dropped from 25% to 12% — all as budgets face greater scrutiny and costs continue to rise.

The challenge for the industry is clear: create experiences that feel more relevant and deliver greater value, while proving the impact they make.

One Europe. Different realities.

Behind the European headline figures, the EEX® also reveals distinct priorities across seven regions. Personalization stands out in the Baltics; purpose and effectiveness in DACH; premium execution in the Nordics; values-first purpose in the UK & Ireland; data-led measurement in BeNeLux; attendee engagement in Central and Eastern Europe; and demand for novel, immersive experiences in Southern Europe.

The differences underline why there is no single formula for creating successful live experiences across Europe. Wider industry shifts may be shared, but audience expectations, business cultures and definitions of value remain distinctly local.

From a first preview to the full picture

A preview of the EEX® 2026 findings was shared with the events community at the UNICORN Awards in September. The full report officially launched on October 21st at Cvent CONNECT Europe in London, and the conversation will continue at Bea World in Venice on November 27th, where 27Names will take a deeper look at what the research reveals about the changing rules of live experience across Europe.

About the research

The European Experience Index® 2026 is an independent benchmark created by 27Names to understand the forces shaping live experiences across Europe from both client and agency perspectives.

Conducted by Newton X in May–June 2026, the research is based on responses from 196 senior corporate client leaders and 89 agency leaders across 27 European countries.

Download the full EEX® 2026: https://27names.com/inspiration/#index