MICE planners are rethinking how to include sustainability in events as tight budgets and luxury demands reshape decision-making. Photo Credit: Adobe Stock/Johannes
As event budgets tighten, sustainability remains part of the planning conversation – but it’s often not the star of the show.
A recent study from the Incentive Research Foundation found that cost is still king when it comes to European incentive programme decisions. While sustainability is given more weight in RFPs and procurement than before, it rarely tips the scales on its own.
Attendees aren’t demanding green measures either. Planners report that the luxury experience still trumps most sustainability elements.
Sustainability feels like a sacrifice
A separate study from Booking.com, the University of Surrey, and Accor points to a perception problem: many travellers think sustainable travel means a joyless one. Sustainability is often linked to frugality – which doesn’t always sit well with those seeking indulgent experiences.
Reframing the green conversation
Atika Rosli, chief and founder of Beyond Events, believes the question is no longer if sustainability is included, but how.
“Cost-efficiency is being balanced with purpose-driven decision-making. Geopolitical uncertainty does influence destination choices and contingency planning more than ever,” she says.
“However, I wouldn't say sustainability has taken a back seat. Instead, it’s been reframed. Planners are being more pragmatic, seeking safer, stable destinations that also offer environmentally conscious infrastructure, rather than choosing one over the other.”
Not a ‘nice to have’
Natalie Crampton, director at TEC Events, agrees that immediate pressures can make sustainability feel optional – but it’s far from forgotten.
“We are finding smart, low-cost ways to weave sustainability into events without adding stress,” she says. “It’s all about balance, addressing urgent needs while still making thoughtful choices that reduce impact.”
She adds that going green can pay off:
“Sustainable practices can often bring long-term savings and boost an event’s reputation, even in challenging times.”
Luxe meets low impact
While luxury and sustainability may once have seemed incompatible, that gap is closing.
“More consumers are seeking high-end goods that reflect their values, and brands are responding,” says Crampton. “While some still prefer traditional luxury, a growing segment values both elegance and environmental responsibility. Luxury no longer means choosing style over sustainability, it’s about evolving to embrace both.”
Rosli sees it too, noting a shift toward sustainable luxury that aligns with companies’ ESG goals.
“Boutique resorts powered by solar, eco-conscious culinary programs, and venues with zero-waste policies are increasingly seen as premium, not compromise,” she says.
“For many corporations, especially those with strong CSR mandates, the luxury experience is elevated when it’s ethical and responsible.”