9 Event Trends That Will Shape 2025

In 2025, meetings and events will be all about personalization, smarter technology, and a renewed focus on accessibility and data privacy.

Tighter budgets and rising costs have marked the last few years, and while this is unlikely to change in 2025, the good news is that we’re entering the year with more innovative tools to tackle key challenges head-on. 

Read on to discover the nine key meetings and events trends to know in 2025—and how they’ll impact your strategies in the coming year.

These days, personalization is everywhere. Think about how Netflix recommends shows based on what you’ve watched, how Amazon suggests products based on your purchases and search history, or how many of us eagerly anticipate our curated Spotify Wrapped playlists at the end of the year.

These examples of personalization offer tailored experiences that are likely to increase engagement and brand affinity.

Events are no different. With a plethora of potential events to attend, attendees will prioritize tailored experiences that enhance the overall event experience.

What does event personalization look like?

Offering personalized event experiences may sound easier said than done. Luckily, AI can help you achieve a level of personalization that would be impossible to do manually.

Here are some examples:

1. Networking recommendations

AI-driven matchmaking can help you connect attendees with similar interests or goals, helping them get more value from networking.

2. Session recommendations

Tailored content is an important part of the event experience. Help attendees curate their agendas by recommending sessions based on past behavior, engagement, and other touchpoints.

3. Personalized event summaries

57% of attendees say they would like summary information based on the activities they participated in. So, use your event app to provide them with a summary of their key moments and takeaways.

Personalization also encompasses other factors, such as how you communicate with attendees before, during, and after your event. Tailor your emails, website content, and in-app notifications to further enhance the attendee experience.

💡Top tip: Collecting and analyzing attendee data can help drive these personalized experiences, ensuring they align with your audience’s needs and preferences.

How can hotels and venues support personalization?

As attendees demand personalized experiences, event planners are looking for personalized services to meet those expectations. To meet these demands, it’s all about partnering up. For example, personalizing your RFP responses and sharing your local insider tips can make a huge difference. 

💡Top tip: Working closely with event planning teams can help create those unique, personalized moments that make events truly special. 

Trend #2: AI will drive productivity and partnership

2023 saw the explosion of generative AI tools, while 2024 witnessed their increasing adoption.

The latest ICE Benchmarking survey reveals that 41% of event planners are currently using AI for content generation, logistics, and data analysis, while AI topped the list of technologies meeting professionals plan on using, according to Amex GBT’s 2025 Global Meetings & Events Forecast.

With tools like ChatGPT now a staple in many organizations, 2025 will see teams finding new applications for generative AI, natural language processing (NLP), and other forms of AI to boost productivity and collaboration.

Here are just a few examples of how AI can help you in 2025:

• Source venues: Venue-sourcing platforms can save you a ton of time searching for the right venue for your event.  For example, the Cvent Supplier Network uses natural language processing to help you find the best options.
• Analyze event performance: A huge advantage of AI is its ability to analyze vast amounts of data. For example, tools like Ajelix can help you review post-event data and provide recommendations for improvement.
• Conduct sentiment analysis: This helps gauge real-time reactions so you can adjust sessions or experiences in the moment. Tools like Zenus.ai use facial analysis to determine how your audience is engaging with your event. Post-event, you can identify which elements resonated most.

💡Learn more: For more AI tips, check out our guide to mastering AI for events

Trend #3: Data activation is still a challenge

Every successful strategy is informed by having the right data and insights. But is there such a thing as having too much data?

As events provide more digital touchpoints, we’re able to capture more data than ever, but this can, at times, be a double-edged sword. Many of us are facing data overload, leading to the challenge of transforming data into meaningful, actionable insights.

If this resonates with you, you’re not alone. According to a 2024 survey conducted by B2B Marketing and Cvent, 45% of respondents still rely on manual processes to input lead information into their CRM systems.

In another survey, 20% of marketing leaders cite manual processes and disparate systems as a challenge:

The lack of a structured way to integrate leads and data adds to the challenge of getting insights from your events. Data is critical to be able to make informed decisions. But it’s a question of capturing the right data and having a single source of truth.

Tips to get the most from your data

• For event professionals: Start by identifying the right event metrics and use event technology to capture and consolidate your data so that you have a more complete view of your event program. Integrating your event tech with your Martech stack will go a long way in supporting these efforts.
• For hospitality professionals: Tools like CSN Business Intelligence will help you measure performance, identify key trends, and monitor important metrics like bid rate and response time.

Trend #4: Return on Relationships (ROR) will be a key metric

More than any other industry, the meetings and events industry is built on relationships. Events offer a unique opportunity to build connections and cultivate loyal communities, while collaboration between event professionals, hotels and venues, CVBs, and suppliers is the engine that keeps the industry going.

In 2025, measuring the strength of those relationships—the Return on Relationships (ROR)—will be another important marker of success.

What is Return on Relationships (ROR)?

Return on Relationships (ROR) focuses on the value created from building and nurturing relationships with your audience. Events are a powerful channel for building brand awareness and loyalty—in fact, 77% of people trust brands more following face-to-face interactions at live events.

So, the quality and strength of the relationships you build with attendees are key to driving satisfaction, loyalty, and, ultimately, ROI.

How to measure ROR for your events

Engagement scoring is an effective way to measure ROR as the level of attendee engagement before, during, and after your events serves as a strong indicator of how well your events nurture and build relationships with your audience.

Engagement scoring tools are a great tool for this. For example, you can assign points for each potential action an attendee can take based on their interactions with your events.

By analyzing these scores, you can determine the appropriate next steps to continue engaging with your attendees, such as sending invites to future events or sharing curated post-event content.

Strengthening relationships between event and hospitality professionals

Return on relationships also includes those vital relationships between event teams, venues, hotels, and suppliers. 

Responses to our 2025 Planner Sourcing Reports show that rebuilding relationships is becoming a top priority for event planners. 24% of planners in North America, 24% in Europe, and 30% in APAC believe rebuilding relationships will primarily shape their event planning priorities in the coming year.

💡Top tip: With many new professionals entering the industry, it’s essential to rebuild these internal relationships and trust. Clear communication and the use of collaborative event tech can bridge gaps and foster stronger partnerships. 

Trend #5: Field marketing events are driving business growth

It’s official: field marketing events are on the rise. Gartner’s 2024 Magic Quadrant for Event Technology Platforms identifies the growth of smaller, regional events as a key trend shaping the market, while a commissioned study conducted by Forrester Consulting on behalf of Cvent, reveals that 75% of respondents say their small in-person events would be primarily executed in the field. 

What are field marketing events?

Field marketing events can mean many things. For this trend, we’re referring to smaller, often regional events run by local field teams. These events can include VIP gatherings, roundtables, dinners, and other activities designed to engage directly with local prospects and customers. The goal is to create personalized and impactful experiences that create a deeper connection with your brand on a local level.

Adapting to a rise in simple meetings

Over a quarter (27%) of planners in North America predict an increase in small, simple meetings in 2025. Field teams have the advantage of using field events to build relationships with local audiences, making these events even more effective. 

But just because they’re smaller doesn’t mean they’re any easier to put on. As demand for these events grows, so does the complexity of scaling them while keeping brand standards intact. 

Event technology can help you scale these events more efficiently. The right event software should offer features such as:

• Branded templates for websites and emails
• Invite segmentation tools to personalize outreach
• Real-time reporting tools for key insights

💡Top tip: Planners want an easy way to secure meeting spaces for simple meetings. For hotels and venues, this means simplifying the booking experience. Tools like Cvent Instant Book enable hotels and venues to offer planners the convenience of securing event spaces online, bypassing the traditional RFP process.

Trend #6: Event content will fuel year-round marketing campaigns

Event and content strategies have never been more connected. Beyond networking opportunities, attendees are expecting relevant, tailored content at your events. Furthermore, events generate a wealth of valuable content that can be repurposed to support your marketing campaigns throughout the year.

Provide unique content experiences

The appetite for personalization extends to providing unique content your attendees can’t get anywhere else.

Consider innovative ways to deliver your content, such as topic-specific meetups, interactive workshops, hands-on demos, and other immersive experiences.

These formats not only engage your audience but also create memorable experiences that keep your your brand top of mind.

Maximize content by repurposing

Repurposing your event content is a strategic way to extend the shelf life of your event. It allows you to provide a steady stream of useful and relevant content without constantly creating new material from scratch.

In an era where marketing and event teams are expected to do more with less, repurposing content can save valuable time and resources.

💡Learn more: Get more tips on how to repurpose your event content for maximum impact

Trend #7: Unique venues and destinations are still popular choices

2025 will see the continuation of the increasing demand for unique venues and destinations.

Almost half (49%) of North American planners and 45% of European planners are turning to unique venues for their events. This is a significant jump from 2023 when only 17% of North American planners sought unique venues.

According to our Planner Sourcing Reports, these unique venues are varied and include convention centers, art galleries, museums, and event cruise ships.

Why are special event venues in demand?

• Cost savings: With rising event costs showing no signs of abating, event professionals will continue to look for ways to create memorable events without breaking the bank.
• Attendee experience: Enhancing the attendee experience is another major driver. 37% of North American planners prioritize this aspect, with the trend continuing in Europe (32%) and APAC (35%).
• Flexibility: Unique event venues offer greater flexibility, from competitive pricing to in-house food and beverage options.

For more traditional hotels and venues, it’s important to demonstrate how your space can be transformed to meet planners’ unique needs.

Venue diagramming tools allow you to collaborate with planning teams to visualize every detail, ensuring that your space can accommodate a variety of event formats.

Trend #8: Technology supports accessibility best practices

1.3 billion people, or around 16% of the world’s population, experience significant disability, according to the World Health Organization. In the US, more than 1 in 4 adults have a reported disability while in the EU, over a quarter of people aged 16 years and over have a disability.

In 2025, accessibility is well and truly on the agenda. If your events aren’t accessible, you risk excluding a large part of your audience.

Keeping up with evolving accessibility laws

Accessibility guidelines are continually evolving, making it essential for you to stay informed and compliant. While the Americans with Disabilities Act (ADA) and Web Content Accessibility Guidelines (WCAG) currently exist, the European Accessibility Act (EAA) will come into force in June 2025 and introduce new requirements that impact anyone planning events in Europe.

The new law aims to ensure that goods and services, including digital platforms like websites, ticketing systems, and mobile apps, are accessible to people with disabilities across the EU.

How technology can support accessible events

Here are some ways technology can help make your events more accessible:

• Venue selection: Ensure your venue selection is accessible by using the Cvent Supplier Network to find additional information about a venue’s accessibility credentials.
• Accessible event design: Use venue diagramming tools to collaborate with your chosen venue and create accessible room layouts for your event.
• Assistive technologies: Incorporate technologies like real-time captioning, sign language interpretation apps, and assistive listening devices to ensure all attendees can fully participate.

💡Learn more: Check out our guide for more insights on how to ensure accessible events

Trend #9: Hotels and venues adopt smarter tools for data privacy

2025 will see a renewed focus on safeguarding personal data. With cyber threats on the rise and high-profile data breaches making headlines in recent years, hotels and venues are stepping up their efforts to ensure compliance with evolving privacy regulations. For event professionals, this means understanding how your attendees’ information is protected.

Understanding key privacy regulations

Staying up to date with privacy regulations is crucial. Two major regulations to be aware of are:

• General Data Protection Regulation (GDPR): This EU regulation mandates the protection and privacy of personal data for EU citizens, including the handling and transfer of personal data outside the EU. Non-compliance can result in significant penalties.
• California Consumer Privacy Act (CCPA): This US regulation grants California residents the right to know what personal data is being collected about them, how it is used, and the right to request the deletion of their personal information.

How technology can support compliance

Technology plays a vital role in securing data security, for example, by tokenizing personal information and therefore avoiding any manual input or manipulation of personal data.

One example is Cvent Passkey, a group booking and reservation management platform that integrates with hotel systems. It uses encryption and secure data transmission protocols like credit card tokenization to protect guests’ personal information.

💡Top tip: Inform guests and attendees about the steps your organization is taking to secure their data, including how data will be handled and stored.

2025 will be a year of innovation

The events and hospitality landscape in 2025 is set for exciting transformations driven by AI-powered technology, personalized experiences, and a continued focus on the attendee experience. Use these trends to stay ahead and strengthen your strategies for 2025 and beyond.

Victoria Akinsowon

Victoria is the Content Marketing Manager at Cvent. An IDM-qualified marketing professional, she has over five years of experience in developing and implementing content marketing strategies that drive business
growth. In her spare time, you’ll find her learning a new language, travelling, or reading a good book.

Direct Link: https://www.cvent.com/uk/blog/events/event-trends