WHAT’S INSIDE

Seven chapters of evidence that challenge what the industry thinks it knows.

Every chapter is built on real event attendance data from completed events, not surveys or opinions. Each one ends with findings you can apply immediately.

01
The AI Effect
Is AI making it harder or easier to get executives to show up?
02
The Mealtime Myth
Which meal format gets the best attendance?
03
Virtual Done Right
What separates a high virtual event attendance rate from a low one?
04
Content Is The New Currency
How has personal branding changed what executives expect from an event?
05
Timing
Which months and quarters consistently outperform the rest?
06
Regional Intelligence
Why does the same event format produce vastly different results across regions?
07
Cancellation Behaviour
Why do executives cancel and what can you do about it before it's too late?

A GLIMPSE AT THE DATA

A few numbers from the dataset. The full picture is in the report.

11%

The lowest day-of drop rate of any event format, less than a third of the highest.

FULL BREAKDOWN IN CHAPTER 2

76%

Attendance rate for roundtables with curated experiences, nearly 20 percentage points above those without.

FULL BREAKDOWN IN CHAPTER 3

Q2

The quarter that consistently outperforms all others across every major region.

FULL BREAKDOWN IN CHAPTER 5

94%

The highest sector-city attendance rate in the dataset. Not where most people would guess.

FULL BREAKDOWN IN CHAPTER 6

WHO THIS IS FOR

Built for the people who plan and run executive events.

B2B
Marketers

CMO VP of Marketing Marketing Director Event Marketing Manager Demand Gen Manager

Know which formats, timings, and confirmation tactics actually move attendance, so every event decision is backed by data, not instinct or habit.

Sales & Business Development Teams

CRO VP of Sales Sales Director Head of Business Development Account Director

Know which event formats convert to pipeline, which executives show up, and how to turn attendance data into a repeatable revenue driver.

Global & Regional Event Teams

Head of Events Global Events Manager Event Operations Lead Programme Manager

Plan headcount, set realistic expectations, and build regional programmes using city-level and sector-level attendance benchmarks.

GET THE FULL REPORT

30 pages. 7 chapters.

Built on data from 3,200 real executive events across 40+ countries. Everything in this report is something we apply operationally on every event we run.

ABOUT THE ORTUS CLUB

This data exists because we run the events ourselves.

The Ortus Club is a global B2B executive events agency, founded in Singapore in 2015. We have delivered 3,200+ invitation-only events across 40+ countries, bringing together 27,000+ senior leaders from some of the world’s most recognised organisations.

This report was not built to benchmark the industry. It was built because running events requires a granular understanding of what drives executives to show up and what causes them to cancel.

For any questions about methodology or data:
[email protected]

3,200+

EVENTS HOSTED

38,000+

EXECUTIVES

40+

COUNTRIES

2015

FOUNDED