The NorthStar/Cvent PULSE report has become one of the most reliable barometers for understanding the state of the meetings and events industry. Each edition captures the sentiment of planners, highlighting not just what’s happening now, but where the market is heading next.
In this blog, we’ll unpack the July/August edition of the PULSE report for North America and compare it to May’s findings. We’ll explore how planner outlook, behaviors, and expectations have shifted over the past two months, and what that means for hotels, venues, and suppliers.
The big headline is that optimism is back. After months of uncertainty, more planners now feel positive about their events pipeline, with many signaling a renewed confidence in the power of in-person connections. As one planner put it,
“The last couple of years, I've noticed that fewer organizations are offering virtual attendance for events. Face-to-face has become a craving for our attendees, and we get significantly better traction in our sales conversations in-person.”
Who we surveyed
The July North America PULSE findings are based on responses from 383 planners, collected between July 15–27, 2025. Respondents represent a mix of sectors:
27% work for associations or non-profits
24% are corporate planners
17% are independent or third-party planners
10% are professional conference planners
6% represent SMERF groups
5% come from travel agencies
Smaller percentages represent government and sports organizations
When it comes to meeting size, planners reported a wide range of attendee counts for their events this year:
60% said 101–500 attendees
44% said 51–100 attendees
37% said 15–50 attendees
30% said 501–1,000 attendees
27% said 1,001–5,000 attendees
17% said fewer than 15 attendees
10% said more than 5,000 attendees
This diversity of respondents ensures the PULSE reflects a balanced view across meeting types, scales, and industries.
Planner Outlook: From Uncertainty to Optimism
In May, the PULSE showed planners wrestling with uncertainty. Many were cutting room blocks, limiting attendance expectations, and taking a cautious approach to their pipelines. Optimism was hard to come by.
By July, the tone had changed. Optimists now outnumber pessimists, with more than half of planners reporting that face-to-face events are “significantly more valuable” than other business development activities. That’s the highest level recorded since the PULSE began tracking.
This shift is echoed in planner comments. One noted,
“Our economy is improving, so I think our meetings and events will too.”
Another added,
“As AI becomes the norm, the demand for face-to-face will get stronger.”
The combination of economic recovery and the irreplaceable value of in-person interaction is fueling renewed confidence.
This is just a snapshot. For even more data, insight, and more direct quotes from planners, download the Cvent + Northstar Planner PULSE Report here.
Attendance and Sourcing Trends
In May, attendance was one of the biggest pain points, with U.S. policy changes dragging down numbers. By July, fewer planners reported those direct impacts, though tariffs and Canadian attendance remain a concern.
One respondent shared,
“I run an annual group to Las Vegas with 75% of my attendees typically coming from Canada. The 51st State talks have affected my numbers from Canada by about a 50%+ reduction of bookings.”
Sourcing timelines are also shifting. Compared to a year ago, planners are giving themselves more runway to secure venues and vendors. That means suppliers need to think long-term, anticipating demand in key hotspots like the Northeast and California domestically, and Europe, Mexico, the Caribbean, and Canada internationally.
Budget, Costs, and External Concerns
If there’s one consistent theme across both reports, it’s cost. In May, budgets and expenses topped the list of planner worries. In July, those concerns remained at the forefront, joined by rising political anxieties.
Planner feedback makes it clear just how sensitive this issue is.
“Costs continue to rise for everything, and most venue staff seem to just not care that we’re being asked to spend more for less service and less quality.”
“We are generally doing more in a smaller footprint, trying to maximize ROI.”
“The lack of transparency in contracting is adding to costs. I am now paying for tables, risers and more. Plus, administration fees on top of higher service fees is making it hard to justify in-person meetings.”
For hotels and venues, the message is straightforward: delivering value, being transparent, and showing flexibility will go a long way toward maintaining planner trust in a high-cost environment.
Hotel and Venue Relationships
May’s report showed planners generally satisfied with supplier partners, though value-for-money stood out as a weakness. By July, satisfaction remained positive, but enthusiasm had cooled. Planners expect more from their hotel and venue partners, especially when it comes to service levels and contracting transparency.
In other words, a positive relationship is no longer enough. Planners want proactive solutions, not just good service.
Technology Adoption and AI Use
Technology was another area where sentiment shifted noticeably. In May, event-tech spending was flat, with planners hesitant to expand their budgets. By July, the story had flipped: nearly 60% of planners are now using AI platforms, and more than two-thirds expect to adopt them by this time next year.
As one planner put it,
“As AI becomes the norm, the demand for face-to-face will get stronger.”
Tech may streamline processes, but is amplifying the value of being together in person rather than replacing the human element.
Staffing and Organizational Trends
One of the freshest insights from the July report is staffing. Nearly a third of organizations have already added events staff this year, and another 27% expect to add staff in 2026. That signals growing confidence and investment in meetings as a driver of business outcomes.
Looking beyond North America, one respondent noted that trends can vary by region:
“For Southeast Asia buyers, the meetings industry pulse beats to a different rhythm. While global markets chase purpose and ESG headlines, our clients still lead with two priorities: price and bold ideas… The shift here isn’t towards fewer events, but sharper ones — faster turnarounds, higher expectations and a hunger for ideas that cut through the noise.”
It’s a reminder that while optimism is spreading, regional differences will continue to shape how events evolve.
Key Takeaways and What’s Next
Comparing May to July, several themes stand out:
Optimism is returning, with planners once again bullish on the power of live events.
Attendance concerns are easing, though political and tariff issues still loom in certain markets.
Budgets remain tight, putting pressure on venues to prove value and improve transparency.
AI adoption is accelerating, but it’s reinforcing (not replacing) the demand for face-to-face.
Staffing growth shows organizations are investing in events for the long term.
For suppliers, the call to action is clear: meet planners where they are. That means anticipating longer sourcing timelines, offering transparency in pricing and contracting, leaning into service, and embracing technology as a complement to (not a substitute for) live events.
There’s optimism and confidence going into the the second half of 2025
The July NorthStar/Cvent PULSE report tells a very different story from May’s edition. Where uncertainty and caution once dominated, optimism and confidence are now breaking through. Planners see more value than ever in gathering face-to-face, even as they demand higher service levels, clearer contracts, and better ROI from their partners.
The industry has turned a corner, but expectations are higher than ever. For hotels, venues, and suppliers who adapt quickly, this new wave of optimism is an opportunity to grow.
This is just a snapshot. For even more data, insight, and more direct quotes from planners, download the Cvent + Northstar Planner PULSE Report here.
