Investigating The Hosted-Buyer Model From The Buyer Perspective: An Exploratory Study

The nature of this exploratory, qualitative research is to examine the buyer viewpoint on the implementation and effectiveness of the hosted-buyer model. In this new format, the event host or organizer schedules pre-qualified buyers and interested sellers together through coordinated, pre-arranged appointments. Notably, the buyers are "hosted" by the show organizer and/or the exhibitors (or sponsors), and some or all of their travel and accommodation expenses are covered by the host. The study explores the benefits and drawbacks of the hosted-buyer format compared to the traditional tradeshow model from the buyers' perspective. The purpose of this study is to understand if this format meets the needs and expectations of the meeting buyers. Many event hosts are transitioning to this new hosted-buyer model for a variety of reasons, but namely to boost audience attendance and reduce costs for attendees. The results of this pilot project illustrate there are mixed reviews of this new format from buyers, but the benefits clearly stem around the reduction in travel costs and high-level engagement with preferred suppliers. Furthermore, the conclusions offer recommendations for modifications to the hosted-buyer model to improve the buyer experience.