As the end of 2025 draws near, M&IT explores three
trends set to shape the events industry in 2026: Flexibility, quality over
quantity and AI integration.
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.”
