In this blog, Rhiannon Thomas, head of sales and marketing at Central Hall Westminster discusses the trends she is expecting to see in 2026.
As we head into 2026, one of the most encouraging trends we’re seeing is renewed confidence and ambition within the association sector.
Associations are thinking bigger
Associations are thinking bigger again – not just in terms of delegate numbers, but in the scale and purpose of their events.
There is a clear focus on growth, engagement and long-term value, with conferences and AGMs playing a central role in building community and driving membership. A significant benefit for venues is that associations continue to book with long lead times, helping venues to forecast well into 2027.
Shift away from smaller meetings
Alongside this, we’re seeing a shift away from multiple smaller meetings towards fewer, more impactful events.
Organisers are increasingly opting for one larger, multi-day event that brings everything together under one roof, including plenary sessions, exhibitions, networking and social activity programmes.
This approach not only maximises delegate engagement, but also delivers stronger ROI, deeper learning opportunities and a more cohesive experience overall. For venues, it means designing spaces and services that can support long stays, varied agendas and high delegate expectations seamlessly.
Multi-day spend is becoming a key consideration
Organisers are staying longer, using more of the venue, and expecting a premium experience from arrival to departure. That places greater emphasis on flexibility, effortless flow and the ability to transform spaces throughout the day and across several days without compromising quality.
Food and catering are firmly in the spotlight
In 2026, catering will no longer be an operational detail; it’ll be a key part of the event storytelling.
We’re receiving increasingly creative and specific food briefs, whether that’s sustainability-led menus, cultural storytelling through cuisine, wellness-focused catering or highly themed concepts aligned with an event’s brand and message, such as themed offerings to inspire at TV and film premieres.
The expectation is that catering partners can adapt, innovate and collaborate closely with organisers to bring these ideas to life.
In 2026, the focus will be on moving beyond standard packages to offer bespoke solutions that enhance the delegate experience, reflect organisational values and create memorable moments