Planners are increasingly passing on celebrity speakers in favor of subject matter experts who deliver deeper value at lower cost. It’s a shift speaker bureaus are tracking closely.
Mike Taubleb, founder of Promenade Speakers Bureau, said his company has experienced not only a shift away from high-profile speakers with steep fees, but fewer inquiries overall, and longer decision-making lead times.
“Some clients are simply unable to commit to premium fees,” said Taubleb.
Demand for Celebrity Speakers Declines
Once a major draw, big-name motivational speakers are no longer a priority, said Ken Holsinger, global events company Freeman’s senior VP of strategy. “Attendees want substance, not celebrity,” he said.
Only 1% of event attendees want to hear from celebrity speakers, compared with 37% who want to hear from industry experts, according to a Freeman survey of attendees.
“Celebrity speakers will not boost registrations. Unless they’re experts in a relevant vertical, celebrities don’t drive behavior,” said Holsinger.
Freeman’s data reflects what event consultant Lea Worth has seen firsthand. Last year, she surveyed a conference of 1,500 people asking what type of speakers they wanted at their next event.
“Celebrity speakers ranked dead last,” she said. I’m contracting with a conference company now that has a policy of no celebrity speakers because they’re too expensive with not enough ROI.”
Insider Expertise Preferred
As expectations shift, companies are increasingly turning to internal talent and senior leaders who can speak authentically to business realities and challenges.
“While celebrity speakers can still draw initial intrigue, audiences today, especially in B2B and healthcare spaces, are hungry for real, actionable insights from people who live the business every day,” said Monique Rochard-Marine, head of global commercial services at Cordis who manages the company’s global meetings. “Panels and fireside chats that feel like candid conversations resonate more than polished keynote monologues.“
Some planners see value in a blended approach. “The value of a celebrity speaker isn’t gone, it just needs to be purposefully aligned to the message and audience. If they can connect to the industry or deliver a deeply human story that supports the business narrative, it still lands. But today, relatability and relevance often outperform star power,” said Rochard-Marine.
Ira Ozer, founder of Innovation Meetings, recommends using both types of talent for maximum impact. “One big-name speaker supplemented by those who know the inner workings of your industry is preferred,” said Ozer.
Even confirmed engagements are being canceled. Jim Carroll, a futurist and keynote speaker for more than 30 years, said a recent engagement in San Diego was canceled due to funding cuts.
“They used someone internally instead,” said Carroll. “That’s become more common, but often it’s a mistake, because they end up listening to the same old id
To navigate the shifting landscape, Taubleb encourages planners to work closely with their bureaus.
“There’s still tremendous value in bringing in a professional speaker,” he said. “But we’re now advocating for cost-effective talent.”
To keep costs low he recommends looking for speakers within driving or train distance and negotiate lower fees. Another tip he offers is to book “rising stars” without national name recognition.
