Meetings and events trends from our people
Another year has flown by, and if there is one thing we can all agree on, it's that attendees are demanding incredible things from the events they spend their time at. Immersive, surprising, and meaningful. To get a proper read on where we’ve been and where we’re heading, we checked in with our FCM Meetings & Events leaders around the globe. They, and their extraordinary teams, have been knee-deep in customer briefs and back-to-back site visits, so if anyone knows what’s bubbling away for 2026, it’s them.
Simone Seiler, Global General Manager M&E
The biggest shift in 2025 has been the massive consolidation spike in meetings and events and business travel within Asia. While we've watched consolidation roll through North America and Europe for years, companies are now taking the same approach across Asian markets. This is happening in a more measured, regional way rather than a sweeping global approach. This trend is coupled with considerable growth in powerhouse markets like India, China, Japan, and Southeast Asia.
“In 2026, I expect a huge increase in incentive travel as the go-to tool for employee engagement. We saw around 41% of companies in 2025 running incentive programmes, but more are recognising this tool. They want to reward their teams and build a strong in-person culture, and incentive trips tick both boxes. The standard business meeting is taking a back seat in an effort to create more memorable, motivating experiences."
Manpreet Bindra, General Manager M&E, India
With similar thoughts to Simone, India, has seen a change in how clients perceive incentive trips. More companies across diverse industries are viewing travel and experiences as strategic investments rather than line items. For individuals, these travel opportunities have become a motivator to enhance performance, helping people tick off their bucket list dreams of exploring the world (at no cost to them, of course).
“The focus for 2026 will continue on personalisation and attendee-centric design. Attendee expectations are rising, with a clear demand for immersive and interactive experiences. This will put pressure on planners to innovate continuously. Success will mean incorporating elements like gamification, tailored networking opportunities, and sessions that actively engage participants based on their specific interests. Diversity and inclusion will also become key pillars of event design.”
Peter Lingmerth, Business Leader M&E, Nordics
The “big” events are getting even bigger in the Nordics. This region is seeing more Swedish-based small to medium-sized multinational corporations going out with formal request for proposals (RFPs) rather than focusing on one-off procurement.
“Despite all of this, the market still feels like it's holding its breath, even with positive financial signals. However, my take is that a lot of companies will return to live meetings because they pack more punch and have a higher impact. People are craving face-to-face interaction for building relationships and sharing knowledge, and I expect this human need will drive a resurgence in live meetings.”
Victoria Deprez, Business Leader M&E, UK
2025 marked a clear transition from recovery to strategic reinvestment. Corporate budgets bounced back, with 43% of planners globally increasing their event investment. Though this increase was paired with far more scrutiny around return on investment (ROI), sustainability, and compliance. In the United Kingdom (UK), the introduction of Martyn’s Law has also raised the stakes around venue security and planning standards.
“Looking ahead, sustainability will be standard, with carbon reporting and zero-waste catering becoming mandatory in many briefs. Artificial intelligence (AI) will power personalisation, and we’ll see an increase in the creative use of non-traditional venues, like luxury cinemas and private yachts.
Strong safety credentials will become a key differentiator in procurement, and we expect continued consolidation in the supplier market to reshape pricing and partnerships. Unique, money-can't-buy experiences and micro-events will also become key drivers for 2026 calendars.”
Mallory Gerard, Head of FCM M&E, France, Spain & Switzerland
Clients across these markets are showing more appetite for consistency, opting for the same venue across recurring events. Call it loyalty if you wish, but this behaviour in moving away from sourcing a different location for each event has allowed the FCM Meetings & Events team to rise to the occasion. Negotiating better pricing for these customers and building a stronger, more efficient partnership with the venue.
“While it’s early days, I do hope that traveller wellbeing, mental health, and sustainable locations will become increasingly important and requested in 2026. The focus will shift more toward the holistic experience of the attendee, ensuring that events are not only productive but also restorative and aligned with personal and corporate values.”
Brittany Burbidge, Head of FCM M&E, UAE
The planning process now places far more value on the attendee’s perspective. Clients are investing more in pre-work to build programmes that resonate, ensuring attendees genuinely want to be there and guaranteeing a greater return on experience. This highlights the importance of collecting event feedback year-on-year and using that data to kick off the planning for the next event.
“In 2026, wellness will be a major focus. I anticipate a trend toward balancing the two worlds of wellbeing and celebration to ensure the feeling of reward resonates with all types of people. This could mean swapping a high-energy evening gala for a retreat-style event that features small, personal touches and an atmosphere of rejuvenation.”
Gabriella Antoniotti, Business Leader M&E, USA & Canada
Across the U.S. and Canada, decision cycles shrank. Clients booked later than ever but still wanted premium, high-design events, which meant the FCM Meetings & Events team had to get even sharper about delivery. Instead of asking “what does it cost?”, clients shifted to “what does it deliver?”, with ROI, engagement, and business impact becoming central. Events also took on a bigger role as storytelling tools, helping companies align culture, strategy, and connection.