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Digital Twins – The Future of Sustainable Event Planning

With digital twins, planners can now explore multiple possibilities virtually, significantly reducing the need for physical prototypes and wasteful iterations.
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In an era where sustainability is at the forefront of global conversations, industries across the board are seeking innovative solutions to reduce waste and optimize resource utilization. Event planning is an industry that has traditionally been associated with significant environmental impacts. However, with the emergence of 'digital twins,' a new era of sustainable event planning is dawning.

Digital twins are virtual replicas of physical objects, processes, or systems that can provide real-time insights, predictive analytics, and optimization capabilities. Planners can visualize and simulate various scenarios by creating a digital twin of an event venue, optimizing layouts, seating arrangements, and resource allocation.

Traditionally, event planning involved physical mock-ups, trial and error, and often resulted in suboptimal utilization of space and resources. With digital twins, planners can now explore multiple possibilities virtually, significantly reducing the need for physical prototypes and wasteful iterations.

Digital twins enable event planners to optimize space utilization by experimenting with different layouts, seating arrangements, and exhibitor configurations. By visualizing the event setup in a virtual environment, planners can identify potential bottlenecks and make informed decisions to maximize space efficiency. This reduces waste, as planners can avoid overbooking or underutilizing of space, leading to a more sustainable use of event venues.

Furthermore, digital twins provide a platform for comprehensive resource optimization. By simulating different scenarios and analyzing data in real-time, planners can make data-driven decisions to minimize energy consumption, reduce water usage, and optimize waste management. For instance, by analyzing attendee flow patterns and adjusting lighting and HVAC systems accordingly, energy consumption can be significantly reduced, leading to cost savings and environmental benefits.

While the concept of digital twins holds immense potential for sustainable event planning, its widespread adoption comes with certain challenges. Event planners often face challenges when it comes to adopting digital twins for event planning. One of the main reasons is the complexity of integrating various technologies and data sources. Event venues typically have disparate seating, lighting, HVAC, and security systems, making it difficult to create a unified digital twin. This requires collaboration and coordination between different stakeholders, including venue management, technology providers, and event planners. There may also be a lack of awareness and understanding of the potential benefits of digital twins, leading to hesitation in adopting these innovative solutions. However, as the industry becomes more aware of the advantages and advancements made in interoperability and data integration, these challenges can be overcome, paving the way for the widespread adoption of digital twins in event planning.

Several organizations have already embraced digital twins to enhance sustainability in event planning. For example, Penta Hotels created eight ‘digital hotel twins’ that allow for 3D venue tours. Teams can gather from across the globe within the Penta Hotel ‘digital hotel twin’ via video conference, saving businesses time and money whilst also allowing them to work more collaboratively and easily involve extra stakeholders. This also helps with the brands’ carbon footprint, as planners don’t have to travel to see the venue.

Looking ahead, the adoption of digital twins in event planning is expected to increase, driven by the growing awareness and demand for sustainable practices. As technology advances, we can expect digital twins to become more sophisticated, incorporating real-time data feeds, artificial intelligence, and machine learning algorithms. With the integration of IoT sensors and data analytics, digital twins can provide planners with actionable insights into attendee behavior, helping them make informed decisions to enhance resource efficiency. For instance, by analyzing traffic patterns within an event venue, planners can optimize restroom availability, reducing queues and water consumption.

Digital twins also have the potential to revolutionize post-event analysis. By capturing data during the event, planners can gain valuable insights into resource utilization, attendee preferences, and environmental impacts. This data can then be used to fine-tune future events, further enhancing sustainability practices.

In conclusion, digital twins are transforming event planning by reducing waste and optimizing resources. By enabling virtual experimentation, planners can optimize space utilization, minimize energy consumption, and enhance resource efficiency. While challenges exist, the successful adoption of digital twins in real-world scenarios demonstrates their immense potential to create sustainable events. As the industry continues to evolve, embracing digital twins will become imperative for event planners committed to sustainability.

About the Author


Erin Rooney is the Chief Marketing Officer of Allseated, an event technology company. With a background in sustainability and a passion for innovative solutions, Rooney is dedicated to driving positive change in the events industry. You can connect with Rooney on LinkedIn (

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