Plans are shifting again. Just when it seemed like the meetings and events world had finally found its rhythm, things are wobbling. Budgets are getting tighter. Room blocks are shrinking. And the steady stream of RFPs aren’t quite as steady.
The latest Cvent + Northstar Planner PULSE Reports for North America and EMEA paint a revealing picture of where things stand. Planners are feeling the pressure. While both regions are dealing with cost concerns and cautious attendees, their outlooks (and pipelines) are headed in slightly different directions. Let’s explore what’s really going on in each market.
Who we surveyed
The North America report is based on responses from 386 planners, collected between May 19 and 28, 2025. These include a mix of planners across sectors: 28% work for associations or nonprofits, 27% are independent or third-party planners, 24% are corporate planners, 11% are professional conference planners, 7% represent SMERF groups, and smaller percentages come from government and sports.
For EMEA, the report draws on 100 planner responses gathered between May 5 and 26, 2025. The group skews slightly different, with 38% from event agencies or independent planners, 21% professional conference organisers, 16% from associations or nonprofits, 14% corporate planners, plus a few from government and other categories.
What the latest PULSE Reports tell us: 8 trends
The latest North America and EMEA PULSE Reports from Cvent and Northstar show two regions navigating similar waves with a few key differences. Let’s break down what planners are thinking, booking, and budgeting for right now.
1. Optimism isn’t dead, but it’s not thriving either
In North America, optimism is hanging by a thread. Planners are definitely feeling more cautious than confident, with most expecting challenges rather than wins in the year ahead. The outlook isn’t entirely grim, but it’s clear that uncertainty is dampening enthusiasm.
Across the pond in EMEA, things are a bit more balanced. Sentiment is split right down the middle. Just as many planners are hopeful as they are sceptical. It’s a bit of a rollercoaster, and it really depends on the sector. Some are charging ahead with plans to produce more meetings, while others are keeping their heads down, unsure of what’s next.
So while optimism isn’t exactly thriving in either region, it's still alive… just a lot more guarded than before.
This is just a snapshot. For even more data, insight, and more direct quotes from planners, download the Cvent + Northstar Planner PULSE Reports for North America and EMEA.
2. Sourcing is down, but demand looks different
Planner sourcing is slowing in both regions, but not all slowdowns are created equal.
In North America, the pullback is more pronounced. Fewer planners are actively sourcing, and that dip could spell trouble for hotel and venue pipelines heading into next year. It’s a sign that some planners are hitting pause, waiting to see how things shake out before locking anything in.
In EMEA, though, demand still has legs. Yes, sourcing is down compared to last year, but 75% of planners say they’re in buying mode right now. That’s a strong signal that new business is still flowing, even if it’s not quite at last year’s pace.
So while both markets are seeing a dip, EMEA’s still got momentum. North America is seeing a bit more hesitation in the air.
3. Fewer meetings in the mix or some
In North America, the brakes are on. Fewer planners expect to produce more meetings this year, and that slowdown could ripple through the industry if it sticks.
Meanwhile, the energy is a bit different in EMEA. Over half of planners there say they’ll run more meetings in 2025, which points to stronger momentum and a healthier pipeline, at least for now.
It’s a clear split: North America’s cooling off, while EMEA’s still warming up.
4. Attendance expectations are lower across the board
No surprise here: planners everywhere are bracing for smaller crowds. Both North America and EMEA are seeing a shift toward smaller room blocks and more conservative attendance estimates.
But there’s a key difference. EMEA planners are still aiming higher. Even with lowered expectations, they’re planning for more attendees than their North American peers. It’s cautious planning on both sides, but EMEA’s playing a slightly bigger game.
5. Budgets are tight, and value matters more than ever
Across both North America and EMEA, the number-one headache for planners is cost.
Budgets are under pressure, and planners are being extra careful about where the money goes. Whether it’s dollars or euros, every cent is getting scrutinized, especially as hotel and venue prices keep climbing.
Most planners still give their supplier partners decent marks. But when it comes to value for money, that’s where things get shaky. It’s the lowest-rated area across the board, and in a cost-conscious market, that matters.
6. What’s weighing on planners’ minds?
Planners everywhere are dealing with more than just budgets. In North America, stress is piling up thanks to government policy changes, social and cultural tensions, and shifting event formats. It’s creating an unpredictable landscape that’s tough to plan around.
In EMEA, the concerns look a little different. Here, geopolitics, cybersecurity threats, and even unpredictable weather are affecting planners. Different triggers, same result: planners are feeling the strain and staying cautious because of it.
7. Event tech spending stalls
In North America, event tech isn’t getting the same love it used to. Budgets are either holding steady or dipping, as planners look to cut costs wherever they can. The EMEA report doesn’t call this out directly, but with planners tightening the reins across the board, it’s likely a similar story there too.
Flashy new event tools aren’t the priority right now, sticking to what works (and what fits the budget) is.
8. The U.S. is losing some appeal abroad
Here’s a red flag for anyone courting international business: 70% of EMEA planners say the U.S. feels less appealing as a meeting destination than it did earlier this year.
If you’re hoping to draw global planners to the States, this shift is definitely one to watch and act on before it turns into a bigger hurdle.
What it means for hotels and venues
Planners in North America and EMEA are navigating a tricky landscape. Both regions are balancing optimism with caution, tightening budgets, and recalibrating their event strategies.
For hotels and venues, understanding these regional differences and the shared challenges means staying flexible, focused on value, and ready to adapt. Those who can offer real solutions without breaking the bank will be the ones who keep planners coming back.
For even more data, insight, and more direct quotes from planners, download the Cvent + Northstar Planner PULSE Reports for North America and EMEA.
Mansi Soni
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