Will Business Travelers Return To The Consumer Electronics Show In Las Vegas?

Every year, like clockwork, spokespeople for the Consumer Technology Association (CTA) proclaim that this year’s Consumer Electronics Show (CES) would be the biggest and best yet. The CTA is no longer saying that, but it is predicting 2500 exhibitors and 100,000 attendees in Las Vegas this January.

“The growth of, and excitement for, CES 2023 continue,” said Gary Shapiro, president and CEO, CTA. “We are thrilled with the show’s momentum and look forward to opening the halls of innovation in January.”

Why not? CES is a major player in the global tradeshow industry, which in pre-COVID 2019 generated $34.4 billion. As recently as 2020, CES boasted over 4,000 exhibitors and 170,000 attendees from all over the world.

But the 2020 show arrived just before the worldwide spread of COVID-19. Or maybe it didn’t—some reports and interviews with participants who became ill describe CES 2020 as the first COVID-19 superspreader event.

The return of CES on a large scale would be welcomed by manufacturers, who’ve had little opportunity to show their wares live to buyers, wholesalers, resellers, installers, and others in the consumer electronics food chain. Electronics leaders and startups alike relish the chance to demo their products to hundreds of journalists at media-only events like ShowStoppers – Meet the Press.

A successful CES would also be welcome for Las Vegas, taking up that city’s hotels, restaurants, clubs, shops and hire vehicles to the tune of $300 million. And it would certainly be welcome for the airlines, showing the return of the elusive business traveler. International travelers are expected to make up 30% of 2023 attendees.

CES is hungry to return. Due to the pandemic, the show went entirely virtual in 2021, to decidedly mixed reviews. One writer said “Overall the CES virtual experience was poor, but the organizers did not have a choice.” With high infection rates, no one “was willing to travel to Las Vegas to be together with 110,000+ attendees.”

The show returned in January 2022 as a hybrid live+digital event. Unfortunately, a winter COVID surge made CES 2022 something of a debacle. Exhibitors, journalists, and others begged CTA to cancel the show. Although CES touted its many health measures to prevent the spread of COVID-19, after the show CTA officials and their partners at the Nevada Department of Public Health refused to release figures on how many attendees had come down with COVID.

Only about 40,000 people attended in person, and the show closed a day early. Twitter, Meta (Facebook), T-Mobile, and Amazon were among the many companies that pulled out. One CNN reporter who covered the troubled show noted that CNN would not be attending.

Right after the show, by January 11, 2022, the Clark County (Las Vegas) positivity rate reached 33.4%. Neither CTA, its medical advisor, nor the Nevada Department of Health would release statistics on COVID among attendees. But it was reported that at least seventy employees of the 340 Korean companies attending the show, including Samsung, SK, and Hyundai, tested positive. Samsung chartered aircraft to bring 20 COVID-positive employees bac, to South Korea.

Despite previous issues, CTA is projecting optimistic numbers for the 2023 show. Part of the reason is a different attitude towards the pandemic. In April, a Federal judge declared the CDC had exceeded its authority by insisting on masks on aircraft. The airline mask mandate came to a sudden, unlamented end, with onboard passenger violence incidents dropping 74%. President Biden even declared the pandemic over on “60 Minutes” on September 18, 2022.

Personally, after essentially quarantining for more than two years and getting three COVID shots, I came down with COVID in May of 2022. Ironically, I acquired it at another Las Vegas convention, my first in two and a half years. But like many these days, I had a relatively mild case.

After a long debate, I registered less than a month before CES. I had trouble finding a decent hotel room, ironically a good sign for the show.

I finally turned to Priceline, attracted by an offer for a “four-star Strip hotel” for $105 a night. Alas, taxes, fees, and the dreaded resort charge turned $105 into $180. And when I discovered the mystery hotel was the elderly Tropicana (built 1957) it appeared that grade inflation had crept into Priceline’s rating system.

While early signs are encouraging for CES 2023, should business leaders and travelers still perceive COVID-19 as a risk? Two weeks before the show, COVID risks in Nevada are considered low and infections are stable or even declining.

The CTA is also offering a new series of health protocols for CES 2022.

· Test regularly as the most effective way to detect COVID and isolate if you are infected.

· In accordance with current CDC guidelines, international travelers must show proof of vaccination against COVID before boarding a flight to the U.S.

· CES will provide access to rapid antigen tests. If you feel ill onsite at a CES exhibit venue, we will offer free testing at designated medical stations.

· We will provide guidance for international attendees that may require a test to return to their country.

· We strongly encourage COVID vaccination and boosters as vaccines are proven to prevent the threat of critical illness.

· We strongly encourage you to get your annual flu shots to further reduce the threat of illness.

· Wear a high-quality mask indoors if you are more comfortable, and we ask that you respect those around you that choose to do so.

· As with CES 2022, the primary aisles on the exhibit floor will be wider to counter overly close contact.

· Hand sanitization stations will be placed throughout CES venues.

· Consider best practices such as avoiding shaking hands, and managing traffic flow at exhibit stations, meeting areas and product demonstrations.

Will this be enough to ensure a CES COVID comeback? Let’s hope that the CTA will be transparent with COVID infection rates and severity numbers, so the business world can judge for itself.