Planners in Western Europe are largely optimistic about the current state of the sector - and are increasingly looking further afield for event destinations, according to the latest Cvent survey.
The 2025 Cvent Planner Sourcing Report: Europe Edition reveals that 90 per cent of planners feel positive about the current state of the
events industry. This optimism is further reflected in planners’ expectations
for a rise in in-person meetings, with 59 per cent anticipating more onsite events and
60 per cent expecting an increase in offsite events in 2025.
One of the biggest shifts between the 2023 and 2024 reports is in destination sourcing activity, with 46 per cent of planners sourcing in Western Europe, a decrease of 20 per cent. In contrast, Eastern and Northern Europe have gained traction, with 26 per cent of planners sourcing there (up from 19 per cent). North America has seen a similar increase, now at 24 per cent (up from 15 per cent).
However, the combination of more
in-person events and resource constraints has put pressure on event teams
looking to secure meeting space, with 83 per cent expecting responses to their RFPs in
four days or less and 20 per cent stating venues could improve response customisation to
support faster decision-making.
Despite some concerns about rising costs, 61 per cent of respondents believe that planned budget increases will help alleviate higher
expenses. The report also highlights the value of collaborative relationships between
planners and venues in helping to offset cost concerns. Nearly all (93 per cent) of
planners say they are willing to pay more to book with hotels or venues where
they have established relationships with staff and trust in the quality of
service.
AI is becoming an important part of planners'
processes, with more than half (54 per cent) already using AI tools during the venue sourcing
process. That number increases to 68 per cent in France and 64 per cent of Gen Z respondents.
These tools are being used for tasks such as comparing bids (53 per cent), venue
searching (48 per cent) and creating RFPs (47 per cent). As time management constraints and
resource limitations stretch smaller event teams, this reliance on technology is
expected to continue, with 69 per cent of planners (rising to 89 per cent in Spain and 86 per cent in
Italy) anticipating increased use of AI-powered tools for venue sourcing.
Other key findings:
- Online impressions matter: 45 per cent of planners decide to send an RPF based on meeting room specifications,
while 43 per cent rely on accurate online images and videos. Given the need to
understand how the event space will meet their needs and that nearly half
(42 per cent) of planners are spending more time using technology to view event
space diagrams online, it’s critical hotels and special event venues
prioritise their digital presence and curate it for the planner audience.
- Sustainability priorities differ: In
the UK and the Netherlands, reducing and recycling event waste is the most
valued sustainability practice (32 per cent). In Germany, industry recognition of a
hotel’s or venue’s eco-friendly practices leads (31 per cent), while France
prioritises sustainability-focused educational initiatives (35 per cent). In
Italy, using public transport or electric vehicles and supporting local
causes are most valued (35 per cent), while in Spain, industry recognition and
energy-efficient practices top the list (32 per cent).
“The strength of in-person events and the dynamic adoption of
AI-powered technologies presents exciting opportunities for the industry,” said
Graham Pope, Cvent vice president of international sales. “As busy planners
navigate limited time and resources, hotels and venues that embrace digital
tools such as interactive meeting space diagrams and prioritise online
experiences like immersive virtual tours are best positioned to stand out in a
competitive market. These tools not only empower planners but also boost
operational efficiency for leaner hotel sales teams.”
Cvent commissioned independent research company,
Censuswide, to survey over 600 event professionals across the UK and Europe
(France, Germany, Italy, the Netherlands and Spain). The survey was conducted
in between June and July 2024. To view the full report, click here.
