IACC’s 2025 Meeting Room of the Future report takes a deep dive into the shifts and shakeups happening now in experiential meetings, technology and venue selection.
To uncover what’s happening on the front lines of meeting planning now that the industry is recovering to meet, and surpass, pre-pandemic levels, IACC and research partner DCI (Development Counsellors International) analyzed responses from 205 meeting planners throughout North America and Europe to develop the 2025 version of its in-depth Meeting Room of the Future report. Now in its 10th year, the report explores key emerging trends in hot meeting topics such as venue selection, technology and hybrid events, food and beverage and sustainability.
Here are some of the key trends it highlights:
Experience is Top Priority
Experience-led planning is becoming increasingly apparent in venue choice. With 55% citing a venue’s physical characteristics as the most important element toward meeting their event goals and objectives — a big jump from the 36% who named this a top priority in 2023 — meeting professionals are shifting their venue choices accordingly. The number of events held at hotels continues a decline that started in 2017, with 51% of planners now opting instead to hold their event in specialty venues — think sports stadiums, museums and vineyards. Destination value and access to local authentic experiences also was a vital aspect for 39%, up from 34% in 2023.
That’s not to say that content isn’t still a priority, with half citing this as a top driver toward meeting their objectives — though this is a big drop from the 65% who said content was king two years ago. Educational content is still the most important factor for North American planners; however, it barely edged out a destination’s value and access to local, authentic experiences. Overall, 68% of respondents agreed that their current role involves more “experience creation” for attendees than it did before the pandemic.
As Sebastian Tarkowski, CEO of Faferudd Konferens in Sweden says in the report, “We’re seeing a clear trend among our clients and within our own organization: while educational content remains important, there is growing demand for experiences that go beyond content delivery alone…A thoughtfully chosen venue has the potential to provoke thought and encourage meaningful interaction, which in turn supports idea generation and the evolution of new products and services.”
One way meeting professionals are exploring new ways to make their events experiential is to use AI for brainstorming, said Joe Santo, VP of Major Accounts at Encore. More than a third, 36%, say they are dipping their toes into AI for brainstorming, while 11% said it was something they are actively using in their meeting planning work.
Key Venue Elements
Respondents strongly agreed that a meeting venue environment significantly impacts how delegates interact, learn and communication, and that meeting room and supporting spaces influence delegate productivity. However, the most important venue elements cited by 68% of respondents were location/travel time and access, followed by food and beverage service style, presentation and quality at 63%. Flexible meeting space also was a top priority, said 52%, as is the availability of networking spaces adjacent to the meeting/event space (46%). “I’d like to see more flexible options for meeting spaces. I’d like the ability to easily modify larger event spaces to host smaller meetings and networking,” said Jessica Morse, Director of Meetings and Events, American Feed Industry Association.
Of course, availability of high-quality internet is another top factor, as is having good meeting room acoustics and lighting. Another thing that hasn’t changed since 2023 is the importance of a venue’s being accessible for attendees with disabilities, and the accessibility of the venue to public transportation.
Food and Beverage Still Top of Mind
Respondents rated the statement, “Food and beverage is a key part of the meeting design and experience,” a 9 out of 10 in the 2025 report, up from a 7.9 rating in 2023. North American planners specifically noted having visible nutritional information as important, though overall respondents agreed that there has been an increase in the number of requests to accommodate allergies, personal eating plans or preferences over the past three years, which they rated at 8.9, up from 7.3 in 2023. Planners also noted an increasing awareness of the link between food types served at different stages of the event day and delegate energy levels, and that there is a benefit in venues offering meeting and conference delegates continuous refreshment breaks throughout the day rather than at set intervals.
While a strong majority of respondents wanted more healthy food options at meals and breaks, they also said cost concerns can be a barrier. Among respondents other F&B beefs: high costs, low value, inflexible menus, a lack of options for those with dietary restrictions, and food waste.
“This year’s data makes it pretty clear: Food and beverage is no longer just a service — it’s a strategy. When planned with intention, it becomes a catalyst for well-being, engagement and equity at every table. We’re not just feeding people — we’re fueling their ability to fully participate,” said Tracy Stuckrath, Founder and CCO, thrive! meetings & events.
Fortunately, 96% said they generally have confidence that venues will accommodate the dietary requirements that are communicated to them in advance of the meeting.
Looking Forward
Many of today’s key elements also are anticipated to become even more important over the next three years. These include location and access, interactive technology, food and beverage offerings, flexibility of meeting space, and sustainability practices.
What respondents hope to see more of in the next three years includes more transparent and flexible pricing from venues, along with better integrated technology and AV, more flexible rooms and layout options, lower costs and more on-site support from AV and venue staff.
Download the full report here.
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