Shifts in experience-led event planning, technology, and venue selection are just a few of the topics examined in the latest edition of the IACC’s Meeting Room of the Future Report.

For the new report, IACC and research partner DCI (Development Counsellors International) analyzed responses from 205 meeting planners throughout North America and Europe – research that builds on previous surveys, explores key emerging trends, and highlights regional differences.

“Since the launch of our first Meeting Room of the Future report ten years ago it’s exciting to see the industry embracing bold approaches to event design, experimenting with dynamic formats, and investing more in delegate experiences, all of which are driving greater value in live events,” said Mark Cooper, CEO, IACC. “With shifting demographics, advancing technology, and growing sustainability goals shaping the industry, our report is designed to serve as a bellwether for emerging trends – and a practical resource for meeting planners as they navigate future challenges.”

Experience-led planning

The number of events being held at hotels has continued to decline since 2017.

Creative demands have been driving a shake-up of the type of venues being used for events, with 51 percent of planners opting for specialty event venues such as sports stadia, museums and vineyards or conference and meeting and training focused venues for their events – compared to 33 percent in 2023.

Joe Santo, vice-president of Major Accounts with Encore, said: “Planners feel that in-person, immersive events improve engagement with the power of storytelling and engaging senses. They feel that in-person, creative events boost retention rates up to 75% and 83% believe that immersive experiences enhance their event ROI.”

Technology and hybrid evolution

This year, planners feel less pressure to incorporate new technology into meetings. Only 68 percent of them – compared to 80 percent during 2023 – said incoming generations were prompting an increased integration of new technology. Meanwhile, respondents who said artificial intelligence is a critical technology jumped from four percent to 14 percent.

When considering hybrid, forty-two percent of planners do not plan to use streaming during their events this year, reflecting a trend away from hybrid events.

The evolving development of easy to use, indoors and outside digital signage, combined with reducing unit costs is seeing more solutions offered by venues to their clients. In addition, the sustainability benefits over printed materials may be another factor.

“As LED technology and screen enhancements continue to improve, the larger formats such as LED Walls are becoming increasingly popular in the events environment. In addition, with the introduction of LED banners into the marketplace in the last several years, we are seeing more requests for directionals signage, event agendas, trade show posters, speaker bios, and theme-enhancing art to be added to the event space and throughout the venue itself utilizing these lightweight, sleek units,” explained Santo.

Venue selection

Respondents chose location, travel time and access as their must-have meeting venue elements, all of which remain consistent from 2023. The flexibility of meeting space remains important, but declined from second to third place this year, while food and beverage offerings made a jump from 2023 to second place.

Networking spaces, rooms with flexible layouts and ethical and sustainable operations remain as important as they were during 2023.

The considerations to venue suitability remain wide ranging, with Charlotte Stridbeck from Unionen, Sweden’s largest trade union, noting: “It is difficult to achieve good audio and video in hybrid meetings in most conference facilities. It’s always a stress factor.”

Only one-third of planners said a major brand’s reputation can instill confidence and reassurance that the event will be of a high standard. Regionally, 40 percent of planners from North America are willing to trust brand-name recognition solely, compared to one-fourth of planners from Europe.

Consistent with 2023, planners ranked the accessibility of a venue for disabled attendees and for public transportation as their most-important credentials.

Food and beverage

Food and beverage is more important than ever with respondents providing an average rating of 9.0 for the statement “food and beverage is a key part of the meeting design and experience.” This same statement received an average rating of 7.9 during 2023.

When thinking about regional priorities for F&B strategy, in North America, visible nutritional information was important, as was using food to match the event tone and fuel attendees.

Tracy Stuckrath, founder & CCO, thrive! meetings & events, comments: “Forty-three percent of planners want to reimagine break and mealtime formats, and 74 percent are calling for creative food stations, that’s not just a shift in taste, it’s a shift in intention. Food is becoming a central part of the experience design, not a sidebar. When done well, breaks move from cookie-cutter to connection-driven.”

Sustainability

Sustainability continues to be a core focus in food and beverage strategy at meetings, but the emphasis is evolving to reflect a growing awareness that true sustainability in catering is not only about managing excess but designing menus, portions, and service styles that prevent it from occurring in the first place.

In addition, as event organizers place increasing pressure on venues to not only uphold sustainable values but also to evidence them, the industry is shifting from static policy statements to dynamic, data-driven reporting.

When asked which components planners expect to grow in the Meeting Room of the Future (over the next three years), the responses were:

• high-quality internet
• room acoustics and lighting
• ethical and sustainable operations
• the importance of networking spaces outside of meeting rooms

Nancy Lindemer, Global Chair of IACC concludes “We continue to recognize the challenges our meeting planner partners face when sourcing venues for their meetings and events. The demand for unique, engaging environments that inspire productivity across all generations has never been greater – and food experiences that bring people together play a vital role in this.

“IACC venues are ready to meet that challenge. Our members offer creative, non-traditional spaces, backed by service models designed specifically with meetings in mind. As we mark the 10th year of the IACC Meeting Room of the Future report, we thank the meeting planning community for its ongoing insights and support – your input is central to shaping the future of exceptional meetings.”