BCD tells us what will be trending in 2026 for meetings and events

Events are gaining relevance for management: will this be accompanied by increased demands for efficiency, optimization and strategy?

Here are the main trends related to event management. In short: we are more important than ever, the market has grown a lot (and will continue to grow), but with this importance – and with higher costs – organizations are more demanding about how events are planned and how ROI is optimized. We are in a good moment… but not an easy one.

Good momentum for Europe

The M&E sector looks more positive in Europe than in the rest of the world, despite global economic uncertainty. According to the report, Europe could become a hot spot due to security and access concerns in the US and the Middle East.

Agency mergers and acquisitions

They foresee further consolidation of event agencies in Europe, especially in France, Germany and the Nordic countries (and we bet Spain as well), either due to underperformance of some agencies or due to strategic investments in the sector.

More economic tensions in the value chain

They anticipate increasing pressure from suppliers – especially hotels – to increase profitability through upfront or rush payment terms. This will be a challenge for buyers… but an opportunity for suppliers who can offer credit or longer terms.

Focus on ROI and purchasing

With costs on the rise, prioritizing meetings that generate clear results will be more important than ever. Justifying spend and optimizing costs will be crucial. The global procurement function is on the rise and budget auditing will be even more intense.

The importance of a structured meetings management strategy

If organizations do not have a clear strategy, 2026 will be the year to implement it. This will optimize spend, manage risk and ensure that meetings deliver value.

Integrated travel and meeting programs

Logically, if the goal is to optimize spend, companies that manage travel and meetings together will be in a better position to realize savings and more bargaining power in their supply chain.

More effort in the planning stages

Investing money from the beginning in the design of meetings and events before entering into operations, sourcing or negotiating with suppliers saves money. In essence, it is about being more strategic in management, something that -curiously- is usually more effective in optimizing budgets than “strangling” suppliers…

A more strategic position, with its pros and cons

Events are now a more strategic investment, but this brings with it greater management oversight. Events are increasingly discussed at executive levels and departments such as procurement, finance and marketing will become more involved. Budgets will be under the spotlight.

Downward…

Events focused solely on conveying information (which can already be obtained online), internal global events or external events that do not offer unique high-value experiences or memorable formats.
In a saturated market, will we become more demanding on experiences?

More demanding formats

In terms of formats, the growing importance of the sector is also confirmed: more events, more demanding audiences, changes in communication dynamics… All this means that we will have to be better at creating unique experiences.

Generation Z and multigenerational audiences

Planners are analyzing how younger audiences consume information and interact. Formats will need to adapt to appeal to multiple generations. Attention is scarce, difficult to obtain, and knowing how to capture it will be key.

More intentional events for greater engagement

This approach means that organizers will pay more attention to how meetings are managed: personalized offerings, use of AI, a more caring human touch, and greater attention to risk and security.

Attention to different learning styles

Managing introverts and extroverts, taking neurodiversity into account and understanding the psychology of learning will be a growing part of the event planner’s job in 2026.

The rise of exclusivity

Professionals have little time and expect less generic experiences. This forces event designers to rethink formats and offer something truly new.

Experiential-based engagement

There will be a greater focus on creating memorable and immersive events, despite cost cuts. The report highlights that M&E has been slower than other creative industries – such as music or consumer marketing – to adopt immersive formats.

M&E focuses less on the occasion and more on the message

Across multiple touch points (events and digital). More integrated storytelling is expected in pre-, during and post-event communications, with longer-term planning.

More use of new partners

Specialized engagement consultants will help reinvent how content is delivered and absorbed, with a focus on personalized learning.

Focus on networking

Key to generating revenue and business opportunities, over content-heavy agendas. This approach is expected to grow in 2026.

AI makes a strong entrance

No surprise: AI is probably the biggest game changer of the moment. According to the report, generative AI is transforming event planning, driving ideas, culling trends and analyzing data to spot opportunities (without replacing the creative director).

Generative AI-powered, voice-activated venue search – with natural language processing – will have great potential. “Consumers already use AI to suggest vacations. Soon it will be used to search for new venues and experiences,” becoming a key search tool that will complement human intelligence.

This technology will become even more crucial to efficiency and productivity: from initial inquiry to contracting, from sourcing to delegate management, through post-communication and invoicing. There will also be a growing focus on streamlining processes from application to payment.

AI will be a key trend, from generative AI (creates content) to Agentic AI (takes actions or decisions on behalf of the user).
Low-impact, process-based activities will be automated. Generative AI will be used for matchmaking between people, personalizing agendas, content and communications.

The promising idea: intelligent assistants will enable the planner to be much more strategic.