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Unpacking the Changes: Global Planner Sourcing Trends for Meetings and Events
The hospitality sector is rushing to adapt as event planners' expectations evolve in 2026. According to Cvent’s latest Planner Sourcing Report, sourced from insights gathered from over 1,650 planners across North America, Latin America, Europe, Asia, Australia, and the Middle East & Africa, planners are increasingly prioritizing speed, engagement, and unique venues in their sourcing processes.
Shifting Focus: Engagement Takes Center Stage
Traditionally, cost management dominated the planner’s key performance indicators (KPIs). However, in 2026, a majority of planners have shifted their focus, making attendee engagement their top priority. With only 70% now expecting an increase in in-person events—down from nearly 90% in the previous year—planners are recalibrating the success metrics for their events. They seek environments that promote connection and spark memorable experiences. Hence, hotels must ask themselves: Can your venue engage and inspire attendees?
The Role of Technology: A Double-Edged Sword
While many planners have become adept at using technology to streamline sourcing processes, a notable 30% express frustration with technology that fails to meet their expectations. In response, AI has emerged as a valuable ally; three-quarters of planners are already integrating AI into their processes, enhancing their ability to choose the right venue. This further emphasizes the need for hotels to provide quick and clear data access, cater to time constraints, and support evidence-based decision-making.
Balancing Costs with Experiences
As planners brace for a projected rise in event expenses (up to 20% in 2026), creativity becomes key. The pressure is on to devise ways to deliver high-caliber experiences without exceeding tight budgets. Many are therefore turning to alternative venues—such as boutique hotels or unique local spaces—that offer customizable experiences without the hefty price tag. Highlighting unique features, like premium hotel suites with ocean view or hotels with Michelin star restaurants, can attract more interest from these budget-conscious planners.
Conclusion: What This Means for High-End Hotels
For upscale properties investing in long-term relationships with event planners, it's vital to communicate effectively, showcase exclusive deals, and demonstrate how your venue can deliver memorable, engaging experiences. Hotels equipped with personal concierge services, in-room Jacuzzis, and rooftop pools and bars have a competitive edge. As the events industry continues to innovate, staying ahead of these trends will help hotels not only survive but thrive in this dynamic marketplace.
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