A new MMGY Travel Intelligence study finds that while demand for in-person meetings in the U.S. remains high, planners and attendees are increasingly focused on cost, safety, and technology, driving significant changes in how meetings are organized.
MMGY Travel Intelligence has released its 2026 Portrait of Meeting Planners & Attendees “U.S. Edition,” which examines the current state of the meetings and events industry in the United States. The report, produced in partnership with Grand America Hotels & Resorts, is based on a survey of 300 meeting professionals and 1,000 meeting or conference attendees. The study explores the priorities and concerns of both planners and attendees, revealing that financial pressures and safety considerations are now central to decision-making in the industry.
Financial Pressures Shape Decisions
The report identifies cost as a primary concern for both planners and attendees. Nearly two-thirds (63%) of meeting planners listed travel costs to host destinations as a significant issue for the coming year. Among attendees, 43% cited event costs as the main barrier to participation. Rising expenses for accommodation and transportation have led planners to focus on value, transparent pricing, and bundled packages that minimize uncertainty. The emphasis has shifted from simply finding the lowest price to securing the best value for money.
Safety Concerns Influence Choices
Safety has become a nonnegotiable factor in planning and attending events. According to the study, 72% of planners consider crime levels when selecting destinations. For attendees, both terrorism risk and crime are influential, with 62% indicating these concerns affect their decisions. Safety now ranks nearly as high as cost as a barrier to event participation. The findings suggest that destinations and venues need to provide visible safety measures and clear communication to build attendee confidence.
Continued Preference for In-Person Events
Despite these challenges, the preference for in-person meetings remains strong. Ninety percent of planners believe that face-to-face interaction is essential for successful events, and 85% expect to organize in-person meetings in the next year. Among attendees, 83% have previously attended in-person events, and 61% prefer them over hybrid or virtual formats. This indicates that the desire for direct human connection continues to drive the meetings industry, even as other factors complicate planning.
Urban Destinations and Venue Choices
Major urban centers remain the top choices for meetings. The study found that Miami, New York City, and Las Vegas are the most likely destinations for events in the next two years, with 60%, 58%, and 57% of planners, respectively, considering these cities. Hotel and resort ballrooms are the most commonly used venues, with 84% of planners having used them in the past two years and 83% planning to use them again. There is also growing interest in hosting events at historic landmarks, reflecting a desire for unique experiences without sacrificing convenience.
Technology as a Basic Expectation
Technology infrastructure is now seen as a baseline requirement for events. Planners increasingly expect venues to provide robust cybersecurity (62%), accessibility technologies (56%), and dedicated on-site production teams (52%) for large conferences. The report notes that technology is no longer a differentiator but a standard expectation for successful meetings.
Conclusion
The MMGY study indicates that while the meetings industry remains resilient, it faces increasing demands for value, safety, and technological support. Destinations and venues that can address these concerns are likely to be more competitive in attracting both planners and attendees. The full study is available for purchase or through MMGY’s research platform.
