Planning keeps shifting. Budgets stretch, shrink, stretch again. Attendance forecasts swing from sunny to stormy in a matter of weeks. And hotels feel the pressure to guess what planners want before the RFP even lands in the inbox.
The October edition of the Cvent PULSE report, based on data collected in September 2025, gives a clear view of planner confidence, challenges, and sourcing behavior across North America, APAC, and EMEA. Keep reading for a practical look at what planners say matters most.
The global mood at a glance
If you step back and look across all three regions, a few things pop out fast.
Planner confidence is rising again, but it hasn’t bounced back to last year’s high point. People want to feel positive, but cost pressure and global tension pull the mood back down. Even so, meeting demand stays strong. The value of face-to-face meetings stands out everywhere and beats other business activities by a wide margin.
Costs sit at the top of every planner’s worry list. F&B, AV, accommodation, and internet fees make it hard to build a stable budget, and that instability blocks long-term planning.
Sourcing remains messy. Some planners go straight to suppliers. Others stick to manual research. Many bounce between platforms. This fragmentation gives hotels more chances to stay visible, but it also makes planner behavior harder to predict.
Attendance forecasts also look shaky. Plenty of planners expect to run the same number of meetings, or even more, but many predict that attendance will drop. That creates real anxiety around space, spend, and program design. Now let’s break it down by region.
North America: Strong demand wrapped in uncertainty
North America shows a strange mix this quarter. Confidence is up from the dip earlier in the year, yet planners feel cautious about what lies ahead. They also speak candidly about what frustrates them, especially around pricing and political uncertainty.
1. Optimism grows… but stays fragile
Planner confidence continues to climb after the spring downturn. Booking activity stays strong and sits close to last year’s pace. Even more telling: the share of planners who said they aren’t currently planning an event is at its lowest level in three years.
That’s a real sign of resilience. But confidence alone doesn’t erase the concerns underneath it.
2. Attendance forecasts trigger some nerves
Four in ten planners expect attendance to fall by at least 10% next year. Rising costs drive this fear. When rates jump faster than budgets, planners trim headcounts or scale down onsite experiences.
For hotels, this means tighter pickup and shorter booking windows. It also means planners start asking for more flexibility when they think attendance might drop.
3. Costs dominate the pain points
When you read planner comments from this region, the theme pops up over and over again:
- Pricing swings
- Budget pressure
- Cost surprises
F&B, AV, and internet charges come up as the most painful. Planners describe these fees as “almost unsustainable.” They also point to hotel pricing volatility, which makes it tough to build a reliable forecast. One planner said the unpredictability “complicates long-term strategic planning.”
Political and social tension also shape decisions. Overseas groups hesitate to bring events to the U.S. because they worry about regulations, the political climate, and cultural perception. All of this adds friction to what should be a straightforward site selection process.
4. Face-to-face stays highly valuable
More than 70% of planners say in-person events are more valuable than other business activities. That’s a striking number. It proves that even with cost pressure, the threat of virtual swaps, and global unease, planners see real power in bringing people together.
Hotels with strong experiential offerings, thoughtful meeting design, and clear value stories stand out here.
5. RFP satisfaction climbs… even as reply times slow
Planner satisfaction with hotels rises and hits its highest point since the pandemic. At the same time, RFP response times slow. Only 57% of planners get a reply in four days or fewer, compared to 70% last year.
So planners like the service they get… but they still wait longer for it. This is an easy gap for hotels to close and a quick way to win more RFPs. A simple internal workflow update can put you ahead of the crowd.
6. Sourcing stays fragmented
Fewer than half of planners say they use established sourcing services. Yet fewer book directly with hotels compared to last year. This signals scattered behavior, which makes visibility more important than ever.
7. What planners actually said
A few standout quotes bring the mood to life:
- “We’re seeing clients hold back on decisions due to political and economic uncertainty.”
- “F&B, A/V and internet costs are becoming almost unsustainable.”
- “Attendance is slightly lower and exhibit sales are softer.”
- “Clients from overseas are cautious about bringing groups to the U.S. for now.”
It’s a mix of optimism and tension. Hotels that give planners predictability and transparent pricing win trust fast.
APAC: High optimism, high value focus, low sourcing activity
APAC feels like a region stepping back into its stride. Planners feel upbeat and ready to run more meetings. But they book cautiously, and they face the same budget pressure every other region does.
1. Optimism rebounds
It’s a bright picture. Seventy percent of planners in APAC say their outlook improved over the last six months. That’s a big rebound from the tariff-related shock earlier this year.
2. Top destinations stay steady
Singapore, Thailand, Japan, Korea, and Malaysia sit at the top of the list. Regional and international events both stay strong. The desire to travel within the region remains very alive.
3. Active sourcing lags behind
Only 47% of APAC planners say they are actively sourcing and booking in-person events. That’s the lowest level across all regions.
The demand and optimism is there. But the booking confidence still feels shaky. Hotels can stand out by taking extra steps to reassure planners that rates, space, and availability won’t change suddenly.
4. Attendance expectations drop
Even with more events coming, 70 percent of planners expect attendance to drop next year. APAC planners face the same cost-focused reality as everyone else, and attendance tends to fall first when budgets get squeezed.
5. Accommodation rates climb faster than expected
This is one of the biggest blockers for planners in this region. Rates jumped more than forecasted, which forces planners to rethink room blocks, upgrade options, and destination choice.
Hotels that offer creative rate structures or clearer forecasts give themselves a real edge.
6. Planners shift from cost-cutting to proving value
ROI and ROE (Return on Experience) rise up the priority list. Planners want their events to feel meaningful and worth the spend. That means hotels with flexible spaces, smooth technology, strong service, and easy add-ons gain more interest.
7. AI adoption gains real momentum
APAC planners move faster than other regions when it comes to AI. Many doubled down on tools like ChatGPT, Bing, and Project Spark. A year ago, more than half hesitated. That hesitation is gone.
This shift shows that planners want faster workflows and better decision support. Hotels that match this energy with smarter digital tools stand out.
EMEA: Optimistic, cautious, and cost-pressured all at once
EMEA planners feel wanted. They know the value of in-person meetings, and they remain upbeat compared to earlier this year. But they still face tight budgets, political uncertainty, and attendance challenges.
1. Optimism climbs but stays below last year’s peak
Confidence rises to a six-month high. And three-quarters of organizations say face-to-face interactions are more valuable than other sales and marketing activities. That’s a huge show of support for in-person events. Even so, optimism doesn’t quite reach last year’s high.
2. Event production forecasts soften
Fewer planners expect to produce more events next year. More expect attendance drops. This creates a cautious, “wait and see” attitude, especially around large conferences.
3. Political and cultural tension shapes decisions
Planners feel the impact of ongoing global tension. These pressures affect everything from destination selection to program design. Many want more predictability when they choose where to take their events. Budgets also feel tighter than earlier in the year.
4. A shift toward North America
At the start of the year, the new U.S. administration raised concern for EMEA planners. That has softened. Sentiment toward North America improves this quarter, which puts the region back on the table for some events.
5. Hotels win on service and speed
Planners say hotels feel far better staffed than before. Satisfaction rises. RFP responses land faster. Hotels show real progress in service delivery. The only sticking point: accommodation rates. Prices push planners to consider alternative venues or shift the event structure.
6. AI adoption stalls
Only around half of planners say they use AI tools. After a small rush last year, the curve flattened. This shows a region still figuring out how to use AI in day-to-day workflow.
7. Cost control beats everything else
Sustainability and DEI drop down the priority list. Planners still care about these areas, but right now they focus on stability and cost predictability.
Planners want certainty and hotels can give it to them
The October PULSE report reveals a world full of mixed signals, but one truth cuts through: planners want steady partners. They want hotels that communicate early, respond quickly, and make it simple to move forward even when the market feels jittery. Do that, and you’ll win more business as 2026 builds momentum.
Want the full picture? Dive into the detailed October PULSE reports for North America, APAC, and EMEA and see exactly what planners say is shaping their 2026 decisions.
Mansi Soni
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