Learn what’s shaping the future of meetings and events in the latest IACC trends report
The latest Meeting Room of The Future report from International Association of Conference Centers (IACC), marking its 10th anniversary, reveals that planners are leaning into experience-centric design, flexible spaces, and the emotional connection of live gatherings—all while balancing hybrid tech capabilities and shifting attendee expectations.
Based on insights from 200+ meeting planners worldwide, the report confirms what many planners are seeing firsthand: live, small- to mid-size meetings are thriving, often surpassing pre-pandemic attendance, but are shaped by new priorities.
“Since 2023, small to mid-size meetings and events have shown strong recovery, with many surpassing pre-pandemic levels,” said Mark Cooper, CEO of IACC. “But with economic uncertainties ahead, we need to stay agile and experience-focused.”
Experience Is the Priority
Across regions, planners agree that “experience” is at the center of modern meetings, from authentic local food to immersive seasonal events. A standout example: Convene Sancroft’s Christmas Market in London, which transformed a venue into a festive marketplace complete with live entertainment, themed decor, and curated food and beverage offerings, achieving 80% capacity across December and earning media buzz.
This trend isn’t superficial. Sixty-eight percent of planners say their role involves more experience creation than before the pandemic, and this focus is driving attendance and satisfaction.
Live Is Thriving, But Hybrid Is Here to Stay
While in-person meetings are back, planners aren’t discarding the hybrid playbook. They expect venues to have the technology and capabilities to implement hybrid components when needed, even if it’s not the focus of every event. It’s about flexibility—ensuring that events are ready to adapt to disruptions while maximizing in-person connection.
Venue Priorities Are Evolving
The report highlights a subtle but important shift in what planners want from venues. Location, timing, and access remain top priorities, but food and beverage offerings have jumped in importance, overtaking flexibility of meeting space in the rankings.
Flexible layouts and in-between networking spaces continue to matter, while lighting and acoustics are climbing planners’ checklists as they look to create environments that feel engaging and comfortable.
FURTHER READING: IS AN IMMERSIVE ENTERTAINMENT VENUE RIGHT FOR YOUR GROUP?
Regional Differences Planners Should Note
North America: Educational content remains the top priority, followed by destination value and access to local, authentic experiences. Only 12% of events occur in rural settings, with urban environments dominating.
Europe: Planners place higher importance on the physical characteristics of venues and food and beverage offerings. Interestingly, over one-third of events are held in rural settings in Europe, reflecting a growing appetite for retreats and off-the-beaten-path experiences.
Residential vs. Non-Residential Shifts
A notable reversal from 2023: 46% of planners now say they primarily book residential venues, up from 22%, while non-residential bookings have dropped from 45% to 23%. This shift suggests attendees are looking for immersive environments where they can stay, learn, and network without the disruption of commuting, while planners see residential venues as supporting deeper engagement and extended programming.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
Photo by Curated Lifestyle For Unsplash+
