Summer 2024 is redefining the corporate party scene with a surge in sobriety and inclusivity, as non-alcoholic drink demand skyrockets by 639% year on year according to Togather. This trend reflects a shift towards health-conscious, high-quality experiences, with budgets for alcoholic drinks down 5%, and significant declines in gin (38%), beer, and wine (20%).
Togather, an event booking platform, researched what this summer has to offer in terms of summer corporate party trends compared to 2023, with venue demand up 42% year on year, indicating a heightened interest in organising and hosting these events.
Emerging Trends in Summer Party Planning
Significant changes in corporate summer party trends, particularly the surge in demand for non-alcoholic drinks and the shift towards wellness-focused events are driven by evolving consumer preferences and corporate values. As sober curious trends rise, employees and employers alike are favouring experiences that promote people’s needs and inclusivity. With 34% of employees avoiding work socials due to alcohol, there is a growing demand for venues that offer alcohol-free options and activities, ensuring everyone feels comfortable and included.
Demand for office summer parties between May and September has shown distinct booking patterns this year according to Togather. While January bookings remained stable compared to last year, there was a notable increase in early bookings, indicating a big interest in securing venues well in advance. This trend shows a proactive approach by companies to ensure they can host memorable events during the busy summer season. More people are inquiring about office summer parties earlier this year, with significant increases in February and March. This shift indicates a trend towards early planning, while last-minute enquiries have decreased compared to last year.
Sober Curious Parties
Recent data from Togather indicates a growing trend towards sober parties, with a significant reduction in the purchase of alcoholic drinks in favour of non-alcoholic alternatives. The average drinks budget for a party is £1,915, out of a total £20,000 event budget. This budget has decreased year-over-year by 5%, which can be linked to the rise in demand for non-alcoholic drinks, which have surged by 639%, increasing sixfold. Conversely, the demand for alcoholic beverages such as gin has decreased by 38%, and both beer and wine have seen declines of around 20%. This shift reflects a growing preference for more low-key celebrations and a more inclusive approach to social events. As the trend towards health-conscious and diverse beverage options grows, event planners and hosts will need to adjust their offerings to meet these changing preferences, ensuring all guests feel welcome and catered to.
Changes in Guest Preferences
Guest preferences for summer parties have evolved, reflecting a shift towards more informal and sustainable options. Demand for canapés has dropped by 25%, and interest in French food and afternoon teas has decreased by 23%. Companies are prioritising greener practices, leading to a significant increase in bookings for caterers specialising in sustainable and seasonal offerings. Notably, demand for Halal meals has increased by 15% year-over-year, while demand for Gluten Free, Kosher, and Dairy Free options has remained stable. However, there has been a slight decline in demand for Vegetarian and Vegan food, down 3% year-over-year. This shift underscores the importance of inclusivity, as companies strive to accommodate diverse dietary needs and preferences, ensuring that all attendees feel welcome and valued at corporate events.
These changes underscore a broader trend towards health-conscious and sustainable choices, reflecting evolving consumer preferences and priorities in summer party planning. The landscape of summer events is transforming, with early bookings, sustainable practices, and non-alcoholic beverages taking centre stage.
Hosting a Summer Party Will Cost You £20,913 on Average
The average budget for a summer corporate party has surged to around £20,000 for 200 people, equating to £100 per person. This increase reflects a trend towards more exceptional and memorable events, with lower-end budgets ranging from £60-£80 per person and premium experiences costing over £120 per person. The estimated average cost of hosting such parties now stands at £20,913, highlighting a competitive market for high-quality venues, premium catering, and exceptional entertainment, as employers aim to deliver unforgettable experiences for their employees.
In-Demand Locations
When choosing a venue for corporate work parties in the UK, organisers prioritise locations that are both convenient and stylish. They seek venues near major transport hubs to ensure easy access for all guests. The venue’s atmosphere should be professional yet inviting, setting the right tone for a corporate event. Flexibility in space and capacity is important to accommodate various group sizes and event formats.
London remains the top choice for party venues, with high demand for:
Central locations
Areas near major stations such as Euston and Kings Cross
Historic venues and spots near the Thames
Cities like Manchester, Birmingham, Bristol, Cambridge, and Cardiff are attracting considerable interest outside the capital.
Ciaran North, Head of Sales from Togather comments,
“We are witnessing a fundamental shift in corporate event planning. Companies are increasingly focusing on health-conscious and inclusive experiences, which is reflected in the surge in non-alcoholic drink demand and higher budgets for these events. This shift is about more than just following a trend; it’s about creating environments where every employee feels valued and catered to. The increased investment in venues and sustainable practices highlights the importance of delivering exceptional and responsible events that align with modern corporate values.”
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