Research from FCM Meetings & Events shows main reason for meeting is ‘human connection’

In 2024, more than 28% of companies surveyed dedicated at least half of their travel and expense budgets to meetings, events and conferences, a strong signal of the sector’s recent resurgence, according to the inaugural Global Trends Report from the FCM Meetings & Events, developed in partnership with Cvent.

Simone Seiler, global general manager, FCM Meetings & Events, said this sector “continues to innovate in response to evolving expectations around budgets, digital efficiencies and time-pressured attendees, all while trying to keep pace with smart, sustainable practices that could redefine the landscape.”

Looking ahead, said Seiler, “it’s clear that the industry’s future growth will be defined by how well those deliver unique and personalized service, enable and encourage responsible travel choices, and design events that are accessible and engaging on every level.”

Gabriella Antoniotti, business leader, Americas, said that as evidenced by the findings in the report, “engagement remains the driving force behind successful corporate meetings, playing an essential role in fostering meaningful connections and sparking innovation.”

Findings from the report include:

• Human connection: 56% of respondents shared that the primary purpose of meetings and events is to foster engagement, whether with employees, clients or both, highlighting the critical role of connectivity in driving business success.
• In-house planners: With demand for events on the rise, more and more industries are assigning dedicated staff to manage their event business. The professional services sector led the way in employing in-house planners, followed by the travel, real estate and media industries.
• Bigger events: In 2024, more than 47% of companies globally invested in medium- to-large-scale events, ranging from 50 to 150-plus attendees. In the Americas, 42% of companies allocated budget toward larger events last year.
• Increasing spending: Among those with budget visibility, 43% reported plans to increase investment by 10% or more this year, while 39% expect spending to remain steady. In the Americas, 26% anticipate increasing spend, while 30% expect no change.
• Event priorities: Beyond attendee experience (28%), nearly a quarter of planners (24%) identified pre- and post-event activation as a top priority, indicating a stronger emphasis on understanding attendee expectations before the event, as well as capturing insights for future events.
• Technology innovation: Attendee apps emerged as the leading digital enhancement being planned over the next 12 to18 months, while several companies are also exploring the use of AI technologies to better understand and adapt to audience behavior in real time.
• Sustainability: Avoiding single-use plastics ranked as the top sustainability consideration among 65% of event professionals. Venue selection is also playing a significant role, with businesses increasingly choosing locations that align with their broader sustainability goals.
• Incentive travel: 41% of industries offered incentive travel as part of their broader meeting and events services. The top industries were the food and financial/insurance sectors, followed closely by retail trade.