Case Study: Host Users Group achieves doubled attendance and boosted engagement with Socio

How the Host Users Group (HUG) Used Socio to Go Virtual, Double Attendance, and Boost Engagement at Annual Member Conference

The Host Users Group (HUG), an international member organization for users of Springer‑Miller Systems’ hospitality software, faced the challenge of converting its 30‑year annual conference to a virtual format while preserving networking, ensuring platform adoption, growing attendance, and delivering sponsor ROI. HUG engaged Socio and Socio’s Professional Services Team to guide planning, platform setup, and attendee/sponsor enablement.

Socio implemented its end‑to‑end event management platform with session‑level chat, gamification, sponsor profiles and ads, customizable CTAs, and dedicated support. The virtual HUG 2020 achieved 100% platform adoption, a 120% year‑over‑year attendance increase (over 550 attendees vs. a 250 goal), 6,700 connections, 120 wall posts and 205 comments (about 12 new connections per attendee), and strong sponsor engagement—results that convinced HUG to continue using Socio.

Host Users Group

Alex Landers

Board Secretary