Our CEO visited the set of Tinku, a new hybrid media outlet designed to spotlight the latest news and trends in the business and corporate world.
José Miguel Gimeno’s appearance on Tinku focused on creative and technological ideas for achieving success in corporate events. A transformation toward innovation that companies are increasingly embracing and which, as the CEO of MTGlobal, he has witnessed evolve over the years. During the broadcast of the program Corporate Travel & Events, hosted by Óscar García, José Miguel Gimeno shared some predictions for 2025, highlighting personalization and technology as key factors for creating impactful events that leave a lasting impression on attendees.
Interaction as the Cornerstone of Events
Undoubtedly, one of the key elements in shaping the events of the near future will be attendee interaction—both with the event itself and with one another. The era of the passive spectator is over. Increasingly, event participants seek to engage, feel involved, ask questions, and actively contribute to the conversations sparked during the event. While the pandemic prompted greater participation in events, it also brought about a sense of depersonalization that led to a loss of human connection—something that has now been fully restored. These transformative years have pushed companies to rethink how they interact with their audiences, incorporating cutting-edge applications and platforms into events to surprise, innovate, and truly involve attendees in the experience.
Can you be sustainable without compromising the budget?
ESG criteria and sustainability have become an issue of utmost importance across all sectors, and corporate events are no exception. However, the question that organizers face is how to combine sustainability without affecting the budget. According to José Miguel Gimeno, it all depends on planning. Historically, sustainability has been associated with extra costs. However, today it is possible to carry out successful and sustainable events without incurring additional financial effort.
The preparatory work before holding an event requires comprehensive dedication. From selecting the most sustainable destination or venue, choosing suppliers who are committed and aligned with ESG goals, to promoting sustainability and environmental care as an event organizing company. According to Gimeno, “this should not be seen as an additional expense, but as a long-term investment that improves not only the environment but also the brand and reputation of the organizing company.”
Networking is a key element in corporate events
One of the main objectives of any corporate event is networking. Meeting only with attendees who are already familiar with each other limits connection opportunities and undermines one of the key factors in measuring the success of such events. This is why, in Corporate Travel & Events, José Miguel Gimeno suggests new gamification techniques that result in simple yet effective strategies that break down social barriers and encourage interaction.
All of these dynamics should be fun, aiming to create a necessary point of interaction among attendees while also creating an unforgettable moment for them. By leveraging technology and the daily advancements we see, it is possible to continue innovating in the gamification of corporate events. The implementation of virtual agendas, online networking spaces, and facilitating meetings between attendees helps maximize the results of any networking activity.
Where to Host a Corporate Event?
For our CEO, “[el espacio] it must align with the objectives of the event and the type of audience attending. It’s not just about finding an ‘exotic’ and different location, but ensuring it has the right infrastructure and the ability to surprise the attendees.” Indeed, the element of surprise remains valuable. It is essential to captivate, surprise, and turn every event into a truly special moment. And it’s important to remember that achieving this does not require increasing costs or carrying out extravagant actions.
At the same time, it is essential that the venue where the event takes place is accessible and safe. After the pandemic, event organizing companies had the opportunity to reflect on the importance of infrastructure in the spaces that serve as venues for all kinds of events.
The emotional impact in corporate events
José Miguel Gimeno focused on a factor that should not be overlooked when developing the concept and narrative of corporate events: the emotional impact that stems from their celebration. Attendees no longer seek just basic information; they focus on the experience, the moment. They want to feel unique, to have that instant lead them to an unforgettable experience. To achieve this, it is crucial to understand the expectations of both the client and the attendees. In the case of MTGlobal, having an in-house Design and Production department makes this process as seamless as it is spectacular. A well-planned and flawlessly executed event is a very powerful tool for motivation, connection, and inspiration, for the client, attendees, and the event organizing company. To conclude, Gimeno emphasized that “we must be willing to innovate and adapt to the new demands of the market, because the events of tomorrow will no longer be like those of yesterday.”
The full interview is available on Tinku’s YouTube channel, and all of its content can also be accessed through their website.