The International Association of Conference Centres (IACC)’s 2025 Meeting Room of the Future report, just published, examines shifts in experience-led event planning, technology, and venue selection. The report celebrates its tenth anniversary this year and IACC and its research partner DCI say they have this time analysed responses from 205 meeting planners throughout Europe and North America. The report builds on previous surveys as well as exploring key emerging trends and highlighting regional differences.
Most used venue types
The number of events being held at hotels has continued to decline since 2017, ther report notes, while creative demands have been driving a shake-up of the type of venues being used for events, with 51% of planners opting for speciality event venues such as sports stadia, museums and vineyards or conference and meeting and training focused venues for their events – compared to 33% in 2023.
Sebastian Tarkowski, CEO of Faerudd Konferens in Sweden, comments: “We’re seeing a clear trend: while educational content remains important, there is growing demand for experiences that go beyond content delivery alone. Meetings that incorporate interactive, engaging environments – through the venue, design, or atmosphere – can be powerful catalysts for creativity and innovation.”
Technology and hybrid evolution
This year, planners feel less pressure to incorporate new technology into meetings. Only 68% of them – compared to 80% during 2023 – said incoming generations were prompting an increased integration of new technology. Meanwhile, respondents who said artificial intelligence is a critical technology jumped from 4% to 14%.
Niamh Martin, managing director of Convene UK, says: “Planners need flexibility. We regularly respond to same-day requests – whether it’s adding hybrid streaming or adjusting lighting. Having our own team means we can act fast and deliver with confidence.” This reflects a growing industry trend: venues with integrated, on-site tech support are best equipped to meet planners’ real-time needs without sacrificing quality.
When considering hybrid, 42% of planners do not plan to use streaming during their events this year, reflecting a trend away from hybrid events. Charlotte Stridbeck Bolin, from Unionen, Sweden, comments: “It is difficult to achieve good audio and video in hybrid meetings in most conference facilities. It’s always a stress factor.”
Venue selection
Respondents chose location, travel time and access as their must-have meeting venue elements, all of which remain consistent from 2023. The flexibility of meeting space remains important, but declined from second to third place this year, while food and beverage offerings made a jump to second place from 2023. Networking spaces, rooms with flexible layouts and ethical and sustainable operations remain as important as they were during 2023.
Consistent with 2023, planners ranked the accessibility of a venue for disabled attendees and for public transportation as their most-important credentials.
Food and beverage
Food and beverage is more important than ever with respondents providing an average rating of 9.0 for the statement ‘Food and beverage is a key part of the meeting design and experience’. This same statement received an average rating of 7.9 during 2023.
Sustainability
Sustainability continues to be a core focus in food and beverage strategy at meetings, but the emphasis is evolving to reflect a growing awareness that true sustainability in catering is not only about managing excess but designing menus, portions, and service styles that prevent it from occurring in the first place. In addition, as event organisers place increasing pressure on venues to not only uphold sustainable values but also to evidence them, the industry is shifting from static policy statements to dynamic, data-driven reporting.
When asked which components planners expect to grow in the Meeting Room of the Future (over the next three years), the responses were: high-quality internet, room acoustics and lighting, ethical and sustainable operations and the importance of networking spaces outside of meeting rooms.
Mark Cooper (pictured), CEO of IACC says: “Since the launch of our first Meeting Room of the Future report ten years ago it’s exciting to see the industry embracing bold approaches to event design, experimenting with dynamic formats, and investing more in delegate experiences, all of which are driving greater value in live events. “With shifting demographics, advancing technology, and growing sustainability goals shaping the industry, our report is designed to serve as a bellwether for emerging trends – and a practical resource for meeting planners as they navigate future challenges.”
For the last ten years, the Meeting Room of the Future report has explored insights from meeting planners, IACC members and industry experts worldwide. Conducted by IACC and Development Counsellors International. This research provides first-hand insight from meeting planners into their experiences in a post-pandemic world as they deal with returning business, new clients’ priorities and an evolving hybrid-technology landscape.
To download the full report, visit www.iacconline.org/iacc-meeting-room-of-the-future
