Freeman Report Reveals Late Decision-Making in Event Registration

Dallas, TX, Oct. 13, 2026 /CourierPR/ -- Freeman, the global leader in events, has released its latest Freeman Trends Report, which reveals that what organizers often interpret as late registration is actually late decision-making. The report, based on a September 2026 survey of more than 3,400 attendees and exhibitors, highlights that people are already asking critical questions about an event's value well before they register.

According to the report, one in five attendees (21%) and one in four exhibitors (25%) have already used artificial intelligence (AI) to find relevant events. Among those who have used AI for event discovery, 53% say it has changed which events they consider worth attending. This suggests that AI is significantly influencing event selection processes.

The report also indicates that attendees are planning their on-site activities well in advance. Fifty-four percent of attendees start planning what they will do at the event three or more weeks out, sometimes while they are still deciding whether to attend. Flexible policies can influence when they commit, with 70% of attendees stating that a strict cancellation policy would push their registration closer to the event.

Colleagues and vendors remain the most powerful discovery channels for events. Attendees are both most likely to turn to and most influenced by these sources when discovering events. Once registered, 58% of attendees encourage peers to sign up, even without an incentive to do so.

The report emphasizes the need for clearer proof of value. Only 18% of attendees approve their own funding, meaning most need to make the case for attending to someone else. Exhibitors are looking for a clearer picture of the audience, with 56% saying the types of organizations attending is among the information they most want to see. Only 16% say events are very or extremely effective at explaining the return on investment (ROI) of exhibiting or sponsoring.

The report translates these findings into nine actions organizers can take now. These include making event information easier for people and AI to find, sharing program and audience details earlier, creating stronger referral programs, and giving exhibitors a clearer picture of who will be in the room. Freeman's next Trends Report will continue through the event lifecycle, exploring what participants expect and experience once they walk through the doors.

The full Freeman Trends Report is available for download on the company's website.