Role of Event Technology in Elevating Events: Insights from Mayra Shaikh

In recent years, the events industry has undergone a rapid transformation—one that’s largely been driven by technology. What used to rely heavily on clipboards, manual checklists, and face-to-face interactions has now evolved into a dynamic ecosystem supported by digital tools, data, and automation.

Event technology now plays a central role in how events are planned, executed, and experienced. The shift isn’t just about convenience or efficiency. It’s about raising the bar.

As part of our expert series, we spoke with Mayra Shaikh, Senior Event Technology Specialist at All About Event Tech, to discuss how technology is reshaping the events landscape. With years of hands-on experience, Mayra shares practical insights and forward-looking advice on using digital tools to elevate events in the Middle East and beyond.

Role of Event Technology in Elevating Events: Insights from Mayra Shaikh

1. Could you tell us about your journey in the event technology space and what inspired you to focus on elevating events through tech-driven solutions?

My journey into the event tech space started with a passion for making experiences better through simple tools. In my early days managing events, I saw how things like manual check-ins or last-minute chaos could affect the flow. That’s when I started exploring smarter, digital solutions.

I was drawn to platforms that offered all-in-one features, like registration, ticketing, and live check-ins, all in one place. It made life easier for organizers and gave attendees a smoother experience. That shift really inspired me to focus more on tech.

What excites me most is seeing how a single solution, like a mobile event app or contactless badging, transforms the vibe of an event. I’ve seen tools similar to what Dreamcast offers work quietly in the background while making everything feel more polished and connected. 

Today, I enjoy helping teams choose the right technology for their event goals. Every event has different needs, and I love being part of that puzzle-solving process.

2. UAE and the Middle East are becoming major hubs for global conferences and expos. How do you see event technology reshaping the experience for organizers and attendees in this region?

The UAE and Middle East are setting the stage for innovative event experiences. Technology here is playing a huge role. With the region hosting increasingly large-scale conferences and expos, event tech is becoming essential in providing seamless experiences for both organizers and attendees.

For organizers, tech solutions that automate processes like event registration, ticketing, and attendee management reduce stress and save time in such large crowded areas. It also helps them collect valuable data on attendee behavior, which can be used to enhance future events.

For attendees, digital tools are enhancing convenience and engagement. Mobile apps with event schedules, live streaming, and real-time updates make it easy to stay connected and informed. With tech, even those unable to attend in person can experience the event remotely, expanding the reach.

As the region grows more and more, I see tech becoming more integrated, where everything from smart badging to virtual networking will become standard, providing a more personalized and engaging experience.

3. RFID, contactless QR badging, and cashless solutions are transforming how events operate. What advice would you give to organizers looking to adopt these technologies for the first time?

When adopting new technologies like RFID, contactless QR badging, or cashless solutions, my advice is to start small and focus on what will improve the attendee experience most. These technologies are designed to simplify processes, so beginning with the basics, like contactless registration and check-in, can immediately reduce long lines and wait times.

Choosing solutions that integrate easily with your existing event management system is crucial for a smooth transition. And don’t forget to train your team. They need to feel confident in using the new technology on-site, ensuring things run smoothly.

Additionally, make sure your attendees are informed beforehand. Clear communication about the tech they will use helps avoid confusion. It also builds excitement about the convenience these innovations offer.

Finally, track how these technologies impact your event. The data collected can be invaluable for refining future events and improving the overall attendee experience.

4.  What are your top strategies for keeping attendees actively involved and connected throughout an event?

Keeping attendees engaged throughout an event is key to creating a memorable experience. 

• One strategy is to use interactive features, such as live polls, Q&A sessions, and gamification can all encourage participation and connection.
• Encouraging social sharing is another great way to keep the energy up. When attendees can post about their experience or share highlights, it builds excitement and draws others into the conversation. 

• Make it easy by providing shareable content or integrated social media features.
• Another strategy is to use event apps to connect attendees with similar interests. Attendees can set up profiles, schedule meetings, and find networking opportunities in real time.
• Lastly, creating small, focused spaces for networking or collaboration keeps attendees active. Whether it’s a quiet room for small group chats or a themed zone for specific discussions, having space to interact with others boosts engagement.

5. The pandemic pushed the industry to embrace virtual and hybrid formats. How has this shift influenced the kinds of tech solutions event planners now look for, and what trends do you foresee continuing?

The shift to virtual and hybrid events accelerated the need for flexible tech solutions. Event planners now look for platforms that can easily transition between in-person, hybrid, and virtual formats without compromising attendee engagement or experience.

Virtual networking features, live streaming, and interactive session formats became essential. The flexibility of attending remotely without losing connection to the event has proven valuable and is likely to stay.

I also see a rise in data-driven solutions. Event planners now expect tools that provide real-time insights into attendee behavior—how they’re interacting, what they’re most interested in, and how to improve future events based on this data.

Looking ahead, I believe we’ll see more AI-driven solutions that help personalize the event experience, whether that’s suggesting sessions based on interest or automating networking matches. The future will be all about seamless integration across platforms and delivering a high-quality experience for attendees, no matter where they are.

6. Looking ahead, what emerging trends or technologies in event management are you most excited about for 2025 and beyond?

I’m really excited about the potential of AI and personalized attendee experiences. In the next few years, I expect to see more advanced tools that tailor the event journey for each attendee, recommending sessions, more advanced networking opportunities, and even specific content based on their preferences.

Augmented reality (AR) and virtual reality (VR) are also going to be big. Imagine attendees using AR to navigate large expos or VR to virtually explore booths and interact with exhibitors. These technologies will add a whole new dimension to events.

Another trend is sustainability. Although we already have tech solutions that reduce waste like digital ticketing, contactless payments, in the future they’ll continue to grow. Additionally, I also expect better integration of data, where all aspects of the event are seamlessly connected, from registration to post-event feedback.

For more in the Events Industry Experts series, check out our interview with Jonathan Pritchard, Shawn Cheng, Olivia Preston-Lee, Patric Weiler, Shameka Jennings, Janice Cardinale, Courtney Stanley, Helen Moon, Danica Tormohlen, Ashley Brown, Jason Allan Scott, Brandt Krueger, Corbin Ball, Will Curran, and Stephan Murtagh today!

Are you interested in sharing your insights or viewpoints with the events industry? Join the Eva Talk.