The landscape for meetings, incentives, conferences and events in 2026 is giving new meaning to the old saying “money can’t buy happiness.” For events in the coming year, many planners are shifting their focus to retreats, resort-style properties, and sports venues. As planners steer away from stage focused formats and toward experiences, they seem to be thinking that money can’t buy experiences, but creativity can.
This is a strategy for planners to attract and “wow” an audience, and one that’s backed up by the results of BCD Meetings and Events’ “What’s Trending 2026” report, in partnership with Minor Hotels and Hilton. One of the trends the report anticipates seeing next year is “evolving event delivery.” This encompasses immersive experiences that are key for attendee engagement and an increase in networking and face-to-face interaction.
The “experience economy” that’s increasingly popular for Gen-Z and Millennials is driven by two things, travel and live experiences, as reported by Forbes.
[Related: New Research Shows Gender Gaps for Women in Business Travel]
In that vein, the BCD M&E report finds that one type of meeting that will be more popular in 2026 is experiential-led engagement, with the focus of creating memorable experiences along with more sustainable travel. The emphasis on sustainable travel is important for planners to consider as budget cuts are made. And with tighter budgets, planners could be cautious about booking international meetings.
Furthermore, “you need to give that same [event] experience to your employees as much as to your clients, which means investing in immersive,” said Taylor Smith, vice president of production and content at BCD M&E, in the report.
Here are other trends planners can expect to see in 2026:
- Technology will be crucial, but planners should be purposeful with AI. When adopting technologies such as generative AI, it is important to understand that human connection is still one of the greatest strengths for meetings and events.
- Optimization of budget is crucial. Rising costs will continue to cause concern, so prioritizing meetings that drive clear outcomes with defined ROI matters more than ever.
- Marketing and sales events are gaining momentum. As ROI is under scrutiny, prioritizing client events will help maintain and grow sales through enhanced customer engagement.
Gain access to the full “What’s Trending 2026” report here.
