Cendyn 2025 state of the meetings industry planner survey shows optimism amid rising costs. Photo Credit: Adobe Stock/Generative AI (AI-generated)
While meetings with less than 200 attendees previously dominated the market, medium-sized events (100-250 attendees) and larger gatherings (over 500 attendees) are now gaining a larger share of the market.
This is according to the 2025 State of the Meetings Industry Planner Survey, conducted by hospitality technology company Cendyn and global meetings solution company ConferenceDirect of planners and event managers in the US in December 2024.
Equalising shift between smaller and larger events
In 2024, 35.8% of bookings were for events with 100-250 attendees, while 32.4% were for events with more than 500 attendees, suggesting a growing appetite for larger-scale gatherings.
A strong 41% of event planners anticipate an increase in bookings for 2025. Of these, 29.1% are expecting a rise of up to 10%, while 12.4% are forecasting a more substantial boost of over 20%. Alongside this, 65% of planners foresee higher attendance at their events, with nearly 40% predicting an increase of up to 10% in delegate numbers.
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Secondary markets shine as cost-saving alternatives
Despite this growth, rising costs remain a significant concern for planners. Cost-related dissatisfaction topped the list of planner challenges in the survey. To mitigate these pressures, secondary markets have emerged as attractive alternatives, with 90% of planners considering them as a way to reduce expenses without compromising event quality.
AV support and F&B are top priorities
Hotel response remains an area of relative satisfaction, with 65% of planners reporting a positive experience. However, there is room for improvement, particularly in the areas of communication and flexibility.
Looking ahead, planners are placing an increased emphasis on venues that offer advanced AV support (60.21%) and diverse F&B options (53.4%) when making location and setup decisions in RFP responses. This indicates that functionality and hospitality are top priorities for event organisers.
Digital proposals are now favoured
More than half of planners prefer custom ‘digital proposals’ over traditional RFP response options from hoteliers. More than 51% agreed that tailored and visually appealing proposals can significantly enhance their decision-making process.
Technology-enabled features are also a major focus for planners, with a third of respondents favouring events that incorporate advanced technology. Meanwhile personalised spaces (21.8%), sustainability (17.6%), wellness (16.8%), and safety (10.6%) follow behind.
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Clarity on sustainability requirements needed
Sustainability continues to be an important consideration, with hoteliers being advised to clearly communicate their eco-friendly initiatives, especially during the discovery phase, to differentiate their venues in a competitive market. The survey reveals that more than 70% of sustainability requirements from planners focus on waste reduction and sustainable dining.