Rolling with the times: Conference Care on AI, events, and industry shifts
Conference Care is positioning itself at the forefront of innovation in the events industry. Managing director Andrew Deakin sat down with M&IT to share how AI, sustainability, and shifting client behaviour are shaping the future of his business - and the sector as a whole.
For Andrew Deakin, artificial intelligence is already part of the day-to-day running of Conference Care. “I’ve been using AI for about three years to help with documents, research, and even to question my own thought processes,” he explains. “I treat it almost like a co-worker.”
The company now uses enterprise level ChatGPT alongside Microsoft Copilot and Copilot Studio as embedded tools within the business. Deakin’s vision has already moved beyond experimentation.
“We are actively developing and deploying self generated AI co-workers that support both our internal teams and our clients. They help drive efficiencies, enhance service delivery and create smarter ways of working. It’s exciting, but it’s important to be measured. AI is not perfect and can occasionally produce inaccurate information. Used responsibly and with the right oversight, however, it is a powerful tool for improving productivity and client outcomes.”
While AI has the potential to enhance human connections, Deakin notes an ironic twist: “People want fewer connections these days. Clients prefer email or messaging over phone calls, which makes building relationships more challenging than it was a decade ago.”
Andrew Deakin
Andrew Deakin
The days of quick phone calls and casual client chats are largely over. “Now, everything has to be documented - approvals, timelines, responsibilities. Getting a project live can take weeks,” says Deakin. This structured approach reflects broader changes across the industry, where lead times are shorter but expectations are higher, and clients increasingly demand efficiency and transparency.
Like many in the sector, 2025 saw Conference Care navigating a year of fluctuating demand. Political events, economic uncertainty, and news cycles directly influence enquiries. “Negative news - geopolitics, strikes, media reports - can immediately impact bookings,” Deakin notes. Yet even amid these challenges, the company has secured major contracts, including a multi-million pound venue finding programme for AQA.
The sweet spot
Conference Care focuses on clients with £1-4 million venue-finding budgets who need end-to-end solutions. Central to this approach is Meetings Hub, an online platform that consolidates client data, reporting, and event calendars. Over the next 12–18 months, Deakin plans a slew of enhancements to make it indispensable for event organisers.
With sustainability now non-negotiable, Conference Care has implemented an initiative that measures the carbon output of events both before and after they take place. Fully integrated within Meetings Hub, it enables organisers to track, understand and actively reduce the environmental impact of their events. “This isn’t a one-off project,” says Deakin. “It’s an ongoing commitment that will continue to evolve, but it’s central to our future direction.”
Despite continued innovation, challenges remain. RFPs are becoming increasingly detailed and demanding, with clients seeking greater transparency, stronger value for money and tighter contract terms. Deakin highlights a growing concern over service charges, which can appear unexpectedly on post-event invoices. “Some hotels are adding 8-12 per cent service charges across events. On a £200,000 event, that can represent a significant additional cost. Clients notice, question it, and sometimes refuse to pay. It’s creating friction that the industry will have to navigate.”
Accommodation levies in cities such as Manchester, Liverpool, Edinburgh, and Glasgow could further increase costs, forcing clients to rethink event locations or scale. Meanwhile, Deakin points to a decline in service standards at certain events, which may exacerbate client frustration.
"You have freelance staff that have never worked in the hotel, coming to serve at your four or five-star event and it's just not up to scratch. There is a drop in standards and I certainly think charging service charges, you're going to start getting the attention of corporates going, 'You know what, I'm taking the service charge off'. I think it's a nightmare of our own making."
Awards remain a cornerstone of Conference Care’s reputation. Over the past decade, the company has dozens of industry accolades, including multiple M&IT Gold Awards. “Winning these awards validates our services and often influences client decisions. It’s a real endorsement of what we do.”
“Sometimes we worry about the wrong things, let anxiety take over… Health, happiness and family matter most. Nothing else outweighs that.”
Chris Peacock’s passing still resonates deeply at Conference Care. Andrew Deakin reflects on the profound bond they shared, both as co-founders and friends. “He was my sole partner. We met in 1990, worked in a hotel together, and set up in business at various points in our lives, depending on the successes or failures of the business. Whether it was inside the business or outside of it, we were side by side. He was ever-present. I miss him daily. I wish he were here to see this project to its completion. I don’t even know what that completion would have been, but the journey ended sooner than it should have. I really miss him.”
The shock of his sudden passing is still raw. “It was rapid. Just 12 weeks. He contacted me as normal while on holiday, said he didn’t feel very well, and then 12 weeks later he was gone. Life is so fragile,” Deakin says. “Sometimes we worry about the wrong things, let anxiety take over… Mental health, wellness, all that stuff - it’s important, of course - but in the end, none of it really matters. Health, happiness and family matter most. Nothing else outweighs that.”
Looking ahead
Deakin sees the next 12 months as a test for the industry. Demand may be challenging, but technological innovation, digital platforms, and sustainability initiatives will define success. “Meetings Hub and Carbon Zero Events are central to our growth. They make events more efficient, transparent, and sustainable,” he says. For Conference Care, embracing change isn’t just a strategy - it’s the way forward.