Meetings in 2025: Higher Attendance, Tighter Budgets, and New Venue Strategies

The meetings and events industry is poised for notable shifts in 2025, characterized by increased attendance, budgetary constraints, and evolving venue preferences. According to the "2025 State of the Meetings Industry" report by Cendyn and ConferenceDirect, 41% of meeting planners anticipate a rise in event bookings, with 65% expecting higher attendance. However, this optimism is tempered by concerns over escalating costs impacting event quality.

Michael Bennet, President of Cendyn, highlights the industry's dual challenge: balancing high costs while delivering exceptional customer experiences. This sentiment underscores the need for venues to adapt and meet evolving planner expectations.​

A significant trend is the resurgence of medium to large-sized meetings. In the U.S., events with 100-250 attendees constitute 35.8% of bookings, while those exceeding 500 attendees account for 32.4%. This shift necessitates that hoteliers enhance services to accommodate diverse group sizes.

Budgetary pressures are prompting planners to explore secondary markets, with 90% considering these as cost-effective alternatives. Such markets offer competitive pricing without compromising event quality, presenting opportunities for destinations beyond the top 25 to attract new business.

To manage rising costs, planners are adopting strategies like shortening meetings, selecting alternative destinations, and scaling back on activities or food and beverage options. However, maintaining attendee experience remains paramount, indicating a delicate balance between cost management and event excellence.​

The report also notes a trend toward longer booking windows. While 49.4% of bookings in 2024 were made within the same year, there's a growing inclination to schedule events several years in advance, with 9.5% booked 3-5 years ahead. This shift allows for better planning and resource allocation.​

In conclusion, 2025 is set to be a transformative year for the meetings industry, marked by increased attendance, tighter budgets, and strategic venue selection. Success will hinge on the ability to innovate and adapt, ensuring memorable experiences despite financial constraints.

Author: Lisa Plummer

Source:​corporateeventnews.com