-Experiences, technology, and venue choice highlighted in milestone report –
IACC’s 2025 Meeting Room of the Future report examines shifts in experience-led event planning, technology, and venue selection as report celebrates its tenth anniversary.
IACC and research partner DCI analysed responses from 205 meeting planners throughout Europe and North America, IACC’s annual in-depth trends report builds on previous surveys as well as exploring key emerging trends and highlighting regional differences.
Most used venue types
The number of events being held at hotels has continued to decline since 2017.
Creative demands have been driving a shake-up of the type of venues being used for events, with 51 percent of planners opting for speciality event venues such as sports stadia, museums and vineyards or conference and meeting and training focused venues for their events – compared to 33 percent in 2023.
Sebastian Tarkowski, CEO of Faerudd Konferens in Sweden, comments: “We’re seeing a clear trend: while educational content remains important, there is growing demand for experiences that go beyond content delivery alone. Meetings that incorporate interactive, engaging environments – through the venue, design, or atmosphere – can be powerful catalysts for creativity and innovation.”
Technology and hybrid evolution
This year, planners feel less pressure to incorporate new technology into meetings. Only 68 percent of them – compared to 80 percent during 2023 – said incoming generations were prompting an increased integration of new technology. Meanwhile, respondents who said artificial intelligence is a critical technology jumped from 4 percent to 14 percent.
Niamh Martin, Managing Director of Convene UK, said: “Planners need flexibility. We regularly respond to same-day requests – whether it’s adding hybrid streaming or adjusting lighting. Having our own team means we can act fast and deliver with confidence.”
This reflects a growing industry trend: venues with integrated, on-site tech support are best equipped to meet planners’ real-time needs without sacrificing quality.
When considering hybrid, forty-two percent of planners do not plan to use streaming during their events this year, reflecting a trend away from hybrid events.
Charlotte Stridbeck Bolin, from Unionen, Sweden, comments: “It is difficult to achieve good audio and video in hybrid meetings in most conference facilities. It’s always a stress factor.”
Venue selection
Respondents chose location, travel time and access as their must-have meeting venue elements, all of which remain consistent from 2023. The flexibility of meeting space remains important, but declined from second to third place this year, while food and beverage offerings made a jump from 2023 to second place.
Networking spaces, rooms with flexible layouts and ethical and sustainable operations remain as important as they were during 2023.
The considerations to venue suitability remain wide ranging, with Charlotte Stridbeck from Unionen, Sweden’s largest trade union, noting: “It is difficult to achieve good audio and video in hybrid meetings in most conference facilities. It’s always a stress factor.”
Only one-third of planners said a major brand’s reputation can instil confidence and reassurance that the event will be of a high standard. Regionally, one-fourth of planners from Europe are willing to trust brand-name recognition solely, compared to 40 percent of planners from North America.
Consistent with 2023, planners ranked the accessibility of a venue for disabled attendees and for public transportation as their most-important credentials.
Food and beverage
Food and beverage is more important than ever with respondents providing an average rating of 9.0 for the statement “food and beverage is a key part of the meeting design and experience”. This same statement received an average rating of 7.9 during 2023.
When thinking about regional priorities for F&B strategy, in Europe, the majority of planners agreed that health and wellbeing is a core business goal.
Pieter Allaerts, DOSM, Dolce Hotels & Resorts says: “It’s a Cultural Expectation: In Europe, food and drink are deeply tied to culture, hospitality, and social interaction. Guests often see the quality of the F&B experience as a reflection of the overall quality of the event or meeting.”
Sustainability
Sustainability continues to be a core focus in food and beverage strategy at meetings, but the emphasis is evolving to reflect a growing awareness that true sustainability in catering is not only about managing excess but designing menus, portions, and service styles that prevent it from occurring in the first place.
In addition, as event organisers place increasing pressure on venues to not only uphold sustainable values but also to evidence them, the industry is shifting from static policy statements to dynamic, data-driven reporting.
When asked which components planners expect to grow in the Meeting Room of the Future (over the next three years), the responses were high-quality internet, room acoustics and lighting, ethical and sustainable operations and the importance of networking spaces outside of meeting rooms.
Mark Cooper, CEO of IACC said: “Since the launch of our first Meeting Room of the Future report ten years ago it’s exciting to see the industry embracing bold approaches to event design, experimenting with dynamic formats, and investing more in delegate experiences, all of which are driving greater value in live events.
“With shifting demographics, advancing technology, and growing sustainability goals shaping the industry, our report is designed to serve as a bellwether for emerging trends – and a practical resource for meeting planners as they navigate future challenges.”
For the last ten years, The Meeting Room of the Future report has explored insights from meeting planners, IACC members and industry experts worldwide. Conducted by IACC and Development Counsellors International, this research provides first-hand insight from meeting planners into their experiences in a post-pandemic world as they deal with returning business, new clients’ priorities and an evolving hybrid-technology landscape.
Alex Cabañas, Executive Chairman of Pyramid Global Hospitality was IACC global president 10 years ago when the report was founded “I still remember when the idea germinated, and it was simple. Who better than IACC to lead the conversation on the future of meetings – before, inside, outside and after the meeting. It’s not about the “room” it’s about the entire experience that also happens to take place most times in a “room” of some kind. We’ve helped to redefine the experience of meetings with the help of so many bright minds and partners in the meetings industry”
To download the full report, visit www.iacconline.org/iacc-meeting-room-of-the-future
