Geopolitical uncertainty, climate disruption and continued cost pressures are changing how organisations plan meetings and events, while advances in AI are creating new opportunities to improve efficiency and demonstrate business value, according to the annual trends guide from BCD Meetings & Events (BCD M&E).
The 10th edition of BCD M&E’s Meetings & Events Trends, sponsored by Meliá Hotels International, examines how organisations will need to adapt their approach to planning and delivering events in 2027.
At the centre of the report are four major shifts expected to define the year ahead:
· Resilience becomes a design discipline, as organisations embed climate, geopolitical and operational risk into planning from the outset
· AI moves from experimentation to accountable value, with greater focus on governance, measurable impact and practical application
· Attention and trust must be earned, as attendees become more selective about where they spend their time
· Meetings and events become a managed strategic investment, with organisations taking a portfolio approach aligned to business priorities
Beyond the four shifts, the guide covers the 2027 leadership agenda, the role of creative, return on value and sustainability.
Bruce Morgan, global president BCD M&E said: “If the last 10 years have shown us anything, it’s the remarkable resilience of this industry. We’ve faced extraordinary challenges, but meetings and events continue to adapt. Looking ahead to 2027, we’re investing in our people and technology to help our customers respond to change and deliver greater business impact.”
In addition to global industry trends, The Trends includes regional outlooks across APAC, EMEA, LATAM, NORAM and the UK, offering directional insights into how market conditions, cost pressures, regulation and destination demand are expected to vary across regions.
In terms of the UK, the report says that UK events are expected to remain resilient but weak economic growth
will keep pressure on budgets.
Organisations are likely to seek greater efficiency and commercial transparency, including closer scrutiny of third-party spend and stronger justification for premium experiences.
Client-facing activity is likely to receive priority where it can show commercial value. Independent and distinctive venues remain attractive alternatives to traditional chain hotels, especially for experience-led programs. Luxury supply in London is also constrained, increasing the value of early planning.
The UK is likely to see demand for flexible agency support, longer-term commercial commitments and a stronger focus on return on experience (ROE) linked to commercial outcomes.
Helen McCabe, managing director, UK, BCD M&E said: “The measurement of return on experience will move even
higher on stakeholder agendas and procurement teams will seek more longer-term commercial commitments, including fixed-rate agreements over multiple years.”
The Meetings & Events Trends 2027 is intended to support events leaders as they plan for the year ahead and make smarter decisions about where, why and how they bring people together. Access the full report here.