The 2025 IACC Meeting Room of the Future Barometer ,released by IACC in collaboration with Development Counsellors International, highlights a significant shift in meeting planners’ priorities, with a marked increase in the importance of venue amenities. The report is based on responses from over 200 meeting planners across North America and Europe, including a substantial representation from associations and nonprofits.
According to the survey, 55 percent of meeting planners now consider a venue’s physical characteristics a crucial factor in achieving their meeting objectives, a notable increase from 36 percent in 2023. Similarly, the significance of food and beverage offerings has increased, with 50 percent of planners citing it as important, up from 30 percent in the previous survey.
In contrast, the emphasis on content and education has declined, with only 50 percent of planners identifying it as key, compared to 65 percent in 2023. Networking has also seen a decrease in priority, dropping from 52% to 33%.
The report notes that planners are increasingly seeking unique meeting locations, such as stadiums, museums, and vineyards. This trend is reflected in the 51 percent of planners who selected specialty venues, compared to 33 percent in 2023. Despite this shift, the report emphasizes that planners are not necessarily devaluing education, but are instead seeking venues that offer greater flexibility in learning methods and group activities.
The demand for adaptable meeting spaces is increasing, as planners respond to diverse session formats and personalized attendee experiences. This trend challenges venues to move beyond static layouts, requiring infrastructure and services that can quickly adapt to changing content needs.
While strong internet connections remain essential for successful meetings, planners are increasingly disenchanted with the complexity of hosting hybrid or livestreamed events. The percentage of planners who do not plan to livestream has doubled, from 21 percent to 42 percent.
Regarding social responsibility, planners prioritize accessibility as a high priority but show less concern for the environmental impact of their events. A significant 82 percent of planners do not require a carbon footprint measurement for their events.
The report highlights the industry’s ongoing post-pandemic adaptation, with a growing emphasis on creating unique and engaging experiences for attendees. Meeting planners are prioritizing flexible room layouts, authentic food and beverage offerings, and distinctive local experiences to enhance the overall event experience.
2025 IACC Meeting Room of the Future Barometer
