Wrapping Up 2025: Takeaways from the Meetings Industry PULSE

As we wrap up 2025, it’s time for our quarterly pulse check on the latest event trends. In the September and December editions of the Northstar/Cvent Meetings Industry PULSE Survey, we gathered insights from over 1,000 event professionals to better understand the industry’s top challenges and trending topics.

In this blog, we’ll explore the latest survey findings and share actionable insights to help event professionals like you adapt and optimize your event strategies. Whether you’re organizing a corporate conference or an intimate social gathering, you’ll find ideas to help you overcome these uncertain times and create truly memorable experiences.

Key takeaways

• Events remain essential, even in uncertain times. Organizations continue to invest in in-person meetings and see them as more valuable than before the pandemic, even as many planners anticipate attendance declines and stay cautious about the broader economy.
• Rising costs are pushing planners to work smarter, not smaller. With travel, lodging, F&B, and venue rates climbing faster than budgets, teams are targeting savings that don’t dilute the attendee experience by tightening workflows, negotiating smarter, and making data-driven decisions.
• AI adoption is growing, but impact depends on process. Most planners are experimenting with generative AI, yet only a small share report significant gains, highlighting that real value comes when AI is paired with clean data, repeatable processes, and clear metrics for time and cost savings.
• Event tech is the backbone of resilient programs. Unified event management platforms help planners centralize data, streamline sourcing and RFPs, manage format changes, and uncover cost-saving opportunities—so they can do more with less while still delivering memorable experiences.

Industry insights shaping 2026 meeting trends

As we look ahead to 2026, planners aren’t backing away from in-person—they’re doubling down on experiences, even as costs keep climbing. December’s PULSE snapshot says it clearly: 64% of planners expect budgets to rise 5–14% next year, and 58% expect costs to climb by about the same.

So, the goal isn’t “do less,” it’s “do smarter.” In fact, 63% are chasing savings that won’t dent the attendee experience. 

The biggest pinch points? Travel and lodging costs (78% of planners call out rising prices), plus F&B (69%), higher room rates (63%), and less flexible contract terms (50%).

And what about AI? Adoption is way up—65% are using generative tools—but results are still uneven. About a third of planners are excited about what’s possible, yet only 16% say AI has significantly improved planning and execution, and nearly half (49%) are seeing just modest gains. 

The move for 2026: put AI to work where it can prove its value with shorter timelines, clearer savings, and better attendee value.

Planners cautious amid economic uncertainty

Uncertainty isn’t letting up, but planners aren’t standing still. Since September, confidence has been edging back—only 31% said they felt less optimistic than in May—and activity is strong, with 70% actively booking or sourcing. Still, expectations are tempered: 40% anticipate attendance declines of 10% or more next year.

The signal beneath the noise: costs are squeezing hardest in travel, lodging, and F&B, so teams are prioritizing savings attendees won’t feel. Budgets may inch up while prices climb faster, which shifts the mandate to working smarter—tightening workflows, shortening cycles, and achieving measurable outcomes. 

This is where AI is entering the picture. More event professionals are incorporating AI into their tech stacks, but impact is uneven. While some teams are seeing improvements in their workflows thanks to AI, others have yet to fully capitalize on what it can offer. The edge goes to teams pairing automation with process discipline.

Focus on the process: protect the attendee experience through efficient execution. Standardize sourcing and approvals, reuse proven event templates to compress timelines, centralize vendor and budget data, and track ROI from the start. 

A unified platform like Cvent ties these pieces together—automating routine tasks, surfacing savings opportunities, and connecting spend to outcomes—so teams do more with less without compromising on the experience.

The road ahead may be uncertain, but with the right event technology tools, flexibility, and timely insights, planners are finding ways to adapt and push forward.

Organizations still believe in the power of events

Despite the headwinds, planners and their organizations continue to bet on in-person. In September, 72% said events are more valuable than pre-pandemic, and activity stayed strong with 70% actively booking or sourcing, even though nearly a third felt less optimistic than in May and 40% expected attendance to drop by 10% or more next year.

December’s insights reinforce the importance of events: budgetsand costs are rising in tandem, so teams are prioritizing savings that protect the attendee experience rather than cutting programs outright.

The value of AI lies in its measurability

AI is showing up across planning, but the payoff is still uncertain. Two‑thirds of teams say they’re using generative AI, yet only a small share report big gains so far. Most are seeing situational wins as they figure out where it really helps.

According to our Mastering AI ebook, Forrester projects off‑the‑shelf AI software to grow 22% annually through 2030, reaching $227B in global spend. It will be good to keep event AI tools in mind for the near future.

As these platforms become more advanced and organizations continue to embrace the full potential of AI, these numbers are set to climb even higher.

While some planners may feel apprehensive about these changes, the majority are leaning in, eager to harness AI to save time, personalize experiences, and drive better results. From writing compelling event content to streamlining project management and enhancing attendee engagement, AI is empowering planners to work smarter and create unforgettable events.

As costs continue to climb and teams aim to adjust their strategies without diluting the experience, AI can help bridge the gap between cost and budget. Most planners expect mid‑single to low‑double‑digit increases next year and are targeting savings that protect attendee value.

The takeaway: tools don’t deliver value on their own — repeatable processes and clean data do. The near‑term focus is using automation to cut handoffs and cycle time, consolidating planning and budget visibility in one place, and tying every line item to outcomes the business actually cares about.

How event tech is helping planners navigate uncertainty

While today’s challenges might be unique, the need for an adaptable, risk-conscious events program is not. Our industry has weathered many storms of late, and the best way for planners to create more resilient and cost-effective events is by making the most of their event tech stack.

Planners can do so much with a single event management platform, from managing all their event management and marketing data in one place to tracking budgeting, contract negotiations, and supplier communications. This visibility across all meetings and events allows planners to make informed decisions about how they’re spending their time and money, identify potential risks and opportunities for cost savings, and pivot when necessary.

Here are just a few ways event tech can help planners maintain successful event programs during turbulent periods:

4 tips to make events more flexible

If your events are struggling amidst cost constraints and shifting priorities, consider these strategies for achieving adaptability: 

1. Dig into past event reports to track ROI data and assess which meetings and events are most successful and where you might find opportunities to save.
2. Manage all your events, no matter the size or format, in one platform. This makes it seamless to shift when necessary, including changing an in-person event to a virtual format without rebuilding the entire event or sourcing a separate virtual event platform. Need to postpone or cancel an event? Understand the financial implications of canceling, quickly close and refund registrations, and manage contract cancellations.
3. If, like many planners, you’re anticipating a dip in attendance at your events, it’s imperative that you attract the right attendees who will bring the most value to your events. To do this, you’ll need event marketing tech that tracks event performance and allows attendee engagement and marketing data to flow seamlessly between your integrated event platform and marketing and sales software.
4. Use an event app to manage attendee communications in case of last-minute changes. Send push notifications so your registrants and attendees never miss a thing.

4 tips to improve event RFP response times

If you’re looking to improve RFP response times from suppliers and venues, consider these strategies:

1. Use a centralized venue sourcing platform to connect with the right global hotels and venues that match your events' size, scope, and goals.
2. When sending out your RFPs, consider reaching out to multiple venues at once to increase the chances of receiving a timely response (and so you can make a decision quickly once you have your RFP responses in hand). To simplify this, send all your RFPs from one platform so you can easily compare and choose the best option!
3. Provide specific details about your event in each RFP, such as the date(s) and time(s), number of attendees, room types needed, and any special requirements or preferences. This helps venues understand your needs and respond quickly with options that meet your criteria. Including more details in your RFP from the start will also help you spend less time going back and forth to make sure you’ve addressed everything you need.
4. Foster relationships with venue contacts to establish a rapport and streamline future communication.

5 tips to help planners cut venue costs

While the event venue can eat up a large portion of a planner’s budget, and planners consistently rate cost as the most important factor in their site selection, there are ways to help cut venue costs. 

If cost savings are high on your list of priorities, here are a few tips to help you cut costs on your venue:

1. Begin your search with tools like free-to-use venue-sourcing software, which allows you to take full control of the sourcing process for events of any size and location.
2. Pairing this with free-to-use diagramming software further enhances event design and attendee management, helping planners stay efficient and innovative while saving money on site visits. Collaborative tools like these streamline workflows by keeping critical event data accessible for stakeholders.
3. Site visits can quickly eat up your venue budget. To help save time and money, consider taking a virtual tour of any venue in the world with the help of Photo-Realistic 3D Technology. Explore unique spaces from outdoor beaches to grand ballrooms, and easily check out a venue’s profile, view their 3D floorplans, and even send RFPs when you’ve found venues of interest.
4. If your ideal destination is outside your budget, consider looking beyond popular locations and exploring emerging or up-and-coming locations to find less expensive (though still exciting) destinations. These destinations may offer lower prices for venues and accommodations while still providing a unique and attractive experience for attendees. When in doubt, a destination management company (DMC) or DMO can help you identify and manage attractions at a destination that’s new to you. You can find these valuable partners with the help of a dedicated vendor marketplace.
5. To find lower-priced venues, think about non-traditional event spaces such as community centers, public parks, and cultural institutions. These spaces often have lower rental fees than hotels and convention centers and can provide a unique and memorable experience for attendees. 

In today’s ever-evolving landscape, embracing technology and the right tools is essential. With the right solutions, planners can navigate the complexities of modern event management, overcome rising cost challenges, and deliver successful, memorable experiences.