The age range gets wider in the world of meetings

Posing new challenges and opportunities for engagement, American Express Global Business Travel (AMEX GBT) is seeing the widest age spread in event audiences than ever before, according to AMEX GBT’s 2026 Meetings & Events Forecast report.

Micro-communities

To address these challenges, AMEX GBT highlighted emerging formats such as micro-communities. Citing Rebecca DeLuca, vice president of destination sales at the Las Vegas Convention & Visitors Authority, the report stated that many successful events now design micro-communities with “tailored spaces and experiences shaped by audience, budget, and goals – to make sure every generation feels included and engaged”.

More human than ever

The generational mix is also calling for more opportunities for human interaction. “This has caused a move away from the sprint-style and marathon-style sessions that were once so popular. Sessions are shorter, allowing for longer networking breaks. Increasingly, attendees want events where they can be active participants and create human connections,” the report stated.

The topmost changes among events professionals anticipate in the next five years are more interactive sessions (42%), and more social activities (40%).

Optimism soars, but so do cost concerns

Meeting professionals feel good about the health of the meetings and events sector. Some 85% are “optimistic” about the year ahead, the highest that AMEX GBT has seen since 2021.

Still, more than 71% of respondents anticipate cost increases in the year ahead. While Amex GBT’s Hotel Monitor forecasts moderate hotel rate rises for 2026, wage inflation and food and beverage price rises are expected to push up costs.