Agility needed to navigate challenges in the new year. Photo Credit: AdobeStock/Zerbor
When Lucy Francis, director at Lemon Lane, was asked to summarise her outlook for 2026, her reply of ‘unpredictable’ seemed somewhat oxymoronic for a predictions piece.
However, her reply is understandable. This year has been defined by uncertainty, and in some ways, we can expect this as the status quo for the next 12 months. In BCD Meetings & Events What’s Trending 2026 report, released earlier this year, UK managing director Helena McCabe, said we can expect to see tight budgets, rising supplier costs and increasing pressure on planners to deliver value.
But 2026 will be about more than managing costs and budgets and there is optimism among planners according to the latest Pulse Survey, but if you're seeking guidance and certainty for the year ahead, here are three trends industry leaders have agreed will shape 2026.
Flexibility
The best way to navigate uncertainty and unpredictability is to be flexible in your approach.
The Meetings Industry Association (MIA) calls it an ‘agile’ response to leaner workforces.
“In 2026, we anticipate meetings becoming smaller but happening more frequently, driven by remote and hybrid working patterns and the need for more agile collaboration,” said MIA chief executive Shonali Devereaux.
“With fewer staff and tighter margins, teams are under pressure to deliver high-quality experiences efficiently. Instant-booking tools and flexible scheduling are therefore becoming essential to help teams manage workloads, optimise resources, and ensure events run smoothly despite reduced recruitment and leaner workforces.”
“Agencies will need to be more flexible than ever in a constantly shifting market,” added Francis.
“Covid gave us plenty of practice, but nimble thinking is going to be essential this year. This looks like negotiating contracts with built-in flex, staying calm when programmes change dramatically, and working with suppliers creatively rather than reactively. As with Covid, the agencies that stay nimble will do well in 2026.”
Quality over quantity
The result of shrinking budgets and a tighter rein on costs will result in fewer events, but better ones, according to Francis.
“As budgets tighten, we expect to see less events, smaller guest lists, more virtual audiences and more intentional programmes. Quality over quantity, effectively.”
With costs climbing and client perceptions of value lagging behind, McCabe predicts that budgets won’t stretch to match expectations, forcing planners to make strategic trade-offs.
“Managing expectations will be an increasing challenge,” she said. “Something will have to give. There could be greater consolidation in 2026, resulting in fewer meetings with higher average spend per event.”
Devereaux says that demonstrating quality will be key for venues that are operating in a growing market.
She said: “By 2026, the growing number of offices and alternative spaces offering meetings and events will make clear standards more important than ever. With alternative spaces now offering greater availability midweek, dedicated meeting and event venues will need to demonstrate what makes them reliable and high-quality.”
Accreditation and consistent standards will be essential to maintain trust and ‘ensure clients can navigate an increasingly crowded and complex market with confidence,’ she added.
AI integration
One thing that has been certain this last year is debate around the use of Artificial Intelligence (AI) in the industry.
While we may all be ‘AI weary’ the industry won’t be able to ignore its usefulness this coming year say experts.
Francis said: “The biggest help we see AI giving us in 2026 is the sensible stuff: scheduling, drafting, translation, admin. It will absolutely do creative as well but driven by humans. AI is another tool to have to drive better event outcomes, and we embrace it.”
Devereaux agrees, predicting 2026 as the year ‘AI goes mainstream.’
“The industry has moved beyond the ‘early adopters’ phase and is entering widespread, inevitable AI adoption. By 2026, AI will be firmly mainstream in the events industry, as staff shortages drive rapid uptake and a flurry of new products expand both its capabilities and relevance for event professionals.
“Increasingly personalised, more capable, and highly efficient, AI will deliver clear time savings while transforming how events are planned, executed, and experienced.”
Source: Meetings & Incentive Travel – The trends set to shape the events sector in 2026