Released on March 9th, the new industry outlook report from American Express Global Business Travel points to a confident but increasingly strategic year ahead for meeting and event professionals.
Optimism is at a five-year high, with 85% of industry professionals expressing positive expectations for 2026. After several years of disruption, planners are feeling more secure about the future thanks to greater stability and the expanding use of technology.
What do Attendees Want?
At the same time, attendee expectations continue to evolve. In a screen-dominated world, participants increasingly want events that are engaging, personalized and interactive.
Meanwhile, with five generations in the workplace, a multigenerational audience is pushing planners to rethink traditional formats, favoring shorter sessions, more social and networking opportunities, sustainability initiatives and meaningful human connections.
Planner Challenges
Cost pressures remain the industry’s biggest challenge. About 71% of planners anticipate rising expenses, including higher hotel rates, wages and food and beverage costs, with the cost per attendee projected to increase by roughly 6% in 2026.
In response, organizations are adopting new budget strategies such as securing sponsorship funding, hosting events in secondary cities and charging for premium or exclusive experiences. Virtual meetings, reducing staff on-site and scaling back giveaways are also being used as contingency measures.
The Role of Technology Grows
Technology is playing an increasingly central role in meeting design and delivery. Digital tools—from LED walls and live polling to virtual reality—are helping planners create more immersive experiences while streamlining operations.
About half of meeting professionals plan to use AI tools to assist with tasks such as agenda development, content creation and attendee engagement. Most view AI as a creative and operational enhancer rather than a replacement for human planning expertise.
To balance the “sameness” of AI creativity, people are still the best judges of what will and will not resonate emotionally with an audience.
Sustainability & Inclusion
Sustainability and inclusion have also become baseline expectations. Thirty-eight percent of organizations now embed sustainability policies into their meetings programs, with visible initiatives such as reducing single-use plastics and sourcing sustainable food.
As a key dimension of sustainability, inclusion efforts emphasize accessibility and diverse programming, while social impact initiatives are increasingly incorporated into event agendas.
How We Are Meeting
Despite the growth of digital tools, in-person meetings remain dominant, with more than half of planners expecting most events to take place face-to-face. Hybrid formats are increasingly common, however, with 68% of organizations incorporating some form of hybrid participation.
Measuring Success
The report also highlights a growing shift in how event success is measured. Rather than focusing solely on traditional return on investment (ROI), planners are increasingly evaluating “ROE,” return on experience, measuring factors such as engagement, emotional impact and attendee inspiration—an approach that reflects the unique value of face-to-face connections in today’s meetings landscape.
Regional Differences & Priorities
The outlook varies somewhat by region, reflecting different market pressures and priorities. In North America, planners remain optimistic about the year ahead but continue to grapple with rising costs, while placing strong emphasis on technology and AI adoption. In Latin America, the focus is on delivering strong attendee experiences despite inflationary pressures, with a more cautious approach to implementing AI tools. European planners are prioritizing cost reduction and creative venue choices, often tying events to major sporting or cultural moments to boost engagement. In the Asia-Pacific region, the emphasis is on growth and large-scale events, balanced by careful cost management and an increased commitment to sustainability.
Read the full report here.
