Attendee Journey
The complete experience an attendee has before, during, and after an event.
Definition
The attendee journey maps every touchpoint from initial event discovery through post-event follow-up. This includes awareness, registration, pre-event communications, arrival, on-site experience, sessions attended, networking interactions, and post-event engagement.
Why It Matters
Understanding and optimizing the attendee journey improves satisfaction, engagement, and likelihood to return. Each touchpoint is an opportunity to deliver value or create friction that affects overall event perception.
Examples in Practice
Mapping the journey reveals registration is confusing, causing drop-offs. Pre-event emails build anticipation and help attendees prepare. Post-event surveys and content extend engagement beyond the event itself.