2025 is poised to be a year of growth for the meetings and events industry. Amex GBT Meetings & Events’ fourth annual Global Meetings and Events Forecast reports that 74 percent of meetings and events professionals remain optimistic about the industry’s health and 66 percent expect their budgets to increase this year, intending to allocate their funds to a variety of business priorities.
But what are the priorities of meetings and events professionals in 2025? Strategy seems to be top of mind, with 81 percent of event planners considering robust data reporting essential for evaluating event success, according to Nunify. Meeting and event professionals use this data to refine and update strategies, ultimately aiming to boost attendance, engagement, and ROI.
To get (and stay) ahead of the curve in 2025, meeting and event planners must focus on both emerging trends and key priorities that will define the future of the industry. As technology continues to evolve and attendee expectations shift, remaining both adaptable and forward-thinking is imperative for delivering impactful, future-proof events.
Top Trends Shaping Event Planning in 2025
Personalization in Event Planning
In a world dominated by carefully curated algorithms and targeted ads showing you the exact content you’re hoping to see, it’s no surprise that event attendees are seeking the same level of personalization. This is where data-supported programming comes in. Meeting and event planners can leverage data about attendees such as past event behaviors, professional interests, or networking preferences to craft programs and activations tailored to their target audience. For instance, event apps can use attendee data to recommend panels based on personal interests, suggest networking opportunities with like-minded individuals, and even send personalized recaps that highlight each guest’s unique event experience, including the sessions they attended, the contacts they made, and post-event content for review. Some planners are even engaging past attendees to crowdsource content ideas, generating excitement and involvement well before the event, according to Cvent. Offering personalized options creates a more immersive, valuable experience—one that encourages guests to return for future events.
Hybrid Events and Prolonged Experiences
Although the return of in-person events continues to shape the industry landscape, hybrid events have become a vital part of modern-day event planning. Eventify reports that 97 percent of event professionals believe hybrid events will be an essential part of the industry’s future, and 73 percent plan to incorporate hybrid elements into their events. By offering both on-site and remote participation options, events can reach a wider audience, ultimately increasing engagement, ROI, and sponsorship opportunities. A key part of hybrid event strategies includes prolonging the event experience. By creating post-event engagement opportunities such as virtual networking groups, on-demand content, or exclusive follow-up communications, event planners can continue the conversation and nurture relationships, driving lasting value and stronger outcomes long after the event concludes.
Read More: Best Practices for Successful Hybrid Meetings and Events
Accessibility Best Practices for Events
While not a passing trend, accessibility has moved to the forefront of event planning discussions with both planners and attendees recognizing it as an essential component for creating inclusive and engaging events for all participants. Compliance with local and federal accessibility laws is mandatory, and failing to meet these standards can result in serious consequences, which is why many meeting and event planners have turned to securing venues that proactively address accessibility, ensure all legal requirements are met, and provide a seamless experience for all attendees. For example, offering real-time captions on screens for the hearing impaired or providing audio descriptions for visually impaired attendees are just a few best practices for ensuring inclusivity. Hybrid events also require a unique set of considerations, including ensuring that remote attendees have access to the same accommodations as in-person attendees, such as live captioning, sign language interpreters, and accessible virtual platforms. By prioritizing accessibility, event planners not only meet legal obligations but also create a welcoming environment that fosters participation, engagement, and satisfaction from all attendees, both on-site and online. People will only attend events that are accessible to them, so make sure your events are accessible to all.
Diversity and Inclusion in Event Programming
The best meetings and events are the ones that meet their audience where they are, and that includes making them feel represented. Forbes reports that despite DEI skepticism among some segments in the U.S., meeting professionals are prioritizing diversity, equity, and inclusion, with 86 percent of survey participants having already implemented DEI initiatives or planning to do so. Attendees want to learn from people who reflect their own experiences, connect with others who share their perspectives, and engage in discussions that feel relevant to them. Ensure your speakers, panelists, and content are representative of the communities you serve. By curating diverse speaker lineups, utilizing inclusive language, and offering content that addresses a range of experiences, you not only increase engagement but also create a space where attendees feel like they truly belong and want to return to.
Sustainability Trends in Event Planning
Sustainability in event planning has shifted from an initiative to an industry standard. Event professionals are expected to integrate sustainable practices seamlessly, addressing both environmental and social impacts. Holistic impact measurement now includes tracking carbon footprints and ensuring events benefit local communities. Advanced carbon tracking tools provide more accurate emissions data, while collaboration with corporate sustainability initiatives can help improve efficiency. Both attendees and stakeholders are demanding transparency, pushing planners to provide measurable results and avoid greenwashing. Sustainable event strategies such as waste reduction programs, sourcing locally, and prioritizing ethical vendors are no longer optional, they’re an expectation.
Read More: How to Plan a Sustainable Event
Wellbeing at Events: Creating a Healthy Environment
As wellness continues to grow increasingly important to individuals, meetings and events are evolving to offer attendees opportunities to focus on their well-being while engaging in professional development. Studies have shown that incorporating wellness activities into events can enhance attention, memory retention, and overall enjoyment. By incorporating elements that support movement and mindfulness, such as guided stretch breaks and quiet rooms, attendees are more likely to feel energized, focused, and ready to participate. Offering nutritious snack and meal options as well as hydration stations supports cognitive function and sustained vitality throughout the day. By prioritizing wellness, event planners can create an environment that not only boosts attendee engagement but also promotes lasting well-being and productivity.
Return on Relationships: Measuring Event Success
While most events measure success through traditional metrics like attendance and revenue, the meetings and events industry is seeing an emerging focus on the return of relationships (ROR) as a key performance indicator, and for good reason. ROR emphasizes the value of building and nurturing relationships, including those between the host organization and its partners, the host organization and event attendees, and even between attendees themselves. Cultivating strong partnerships with venues and vendors ensures smooth logistics and collaborative success; engaging with attendees creates brand loyalty and drives continued participation; and fostering connections between attendees builds a sense of community, increasing satisfaction and long-term value. Tracking these relationships can be done using engagement scoring tools, post-event surveys, and soliciting both attendee and vendor feedback to assess attendee satisfaction and sentiment. Nurturing these relationships strengthens your event’s impact and positions your brand for sustained success for future events.
Key Takeaways for Meeting and Event Planners in 2025
For meeting and event planners in 2025, staying ahead of the curve and standing out in a saturated market means embracing trends that prioritize personalization, accessibility, sustainability, and wellness. These strategies are no longer optional—they are the foundation for delivering successful, future-proof events. By prioritizing engagement and community-building through these elements, producers can position their events to remain relevant and valuable. Focusing on relationship-building is crucial to fostering loyalty, enhancing satisfaction, and setting the stage for sustained success in the years to come.
