Amex GBT publishes the 16th edition of its annual forecast dedicated to meetings and events: the Meetings & Events Forecast. Optimism remains high: 93 % of the professionals surveyed are confident for 2027, compared to 85 % in the previous edition. However, enthusiasm is fading. Indeed, the share of the «very optimistic» professionals has declined from 62 % to 45 %. Europe is in the middle: 91 % of the professionals are optimistic, and 45 % very optimistic.
For the third consecutive year, improving the participant experience comes first on the list of priorities (42 %). It is followed by, in equal measure, Risk management and compliance, and the integration of new technologies (31 %). Cost reduction, the search for more economical locations and sustainable development complete the ranking (27 %).« Event professionals are approaching 2027 with more demands on their programs, from rising costs to disruptions caused by geopolitical uncertainty, to higher expectations from participants. Yet they are responding with resilience, ingenuity, and creativity, adapting their strategies rather than retreating. », analyzes Gerardo Tejado Donde, Senior Vice President of Professional Services at Amex GBT.
Rising costs, a concern receding
Last year, costs were cited as the first challenge (38 %). They now slip to fifth place, even as inflation continues. The Amex GBT Cost of Business Travel Index thus rose by 8.3 % % in the first quarter. The cost per participant is expected to increase for all formats: product launches (91 % of the respondents), congresses with exhibition halls and client advisory committees (84 %), incentives (83 %) and conferences without exhibition halls (82 %). Budgets are following suit: 91 % of the professionals expect an increase, compared with 88 % a year earlier, and one in ten anticipates a rise of more than 11 %%. Europe, however, appears somewhat more concerned about costs than the global average. According to the Amex GBT Hotel Monitor, hotel rates are expected to increase in the main European business and conference destinations.
To absorb inflation, organizers are increasingly resorting to the virtual (36 %), changing venues (35 %), or reducing the size of events (33 %). They are also cutting back on catering (31 %). Only 25 are % holding fewer events, and 21 are % seeking additional funding, notably through sponsorship.
Paris fourth European destination
Accessibility comes first in the criteria for choosing a destination (43 %), ahead of participant safety (41 %) and cost (34 %). Geopolitical instability is already weighing on the situation: 39 % respondents have changed their destination, 37 are holding % more virtual meetings, and 24 are % changing hotels. For 2027, the teams at Amex GBT Meetings & Events rank Barcelona as the top European destination, ahead of London., Madrid, Paris and Lisbon. Moreover, the report warns of record heat waves in 2026 in Europe. These conditions make outdoor events and old, poorly air-conditioned sites more vulnerable.
However, practices remain little formalized. Thus, 79 % professionals apply risk management to most of their events, but only 25 % integrate security into their event policy. Similarly, 26 % include the exclusion of destinations due to geopolitical risk. Finally, consolidation is progressing: 55 % entrust their events and individual travel to the same TMC, compared to 50 % last year.
AI at the service of personalization
In the face of the multiplication of content generated by’IA, Participants are looking for human experiences: more personalization (35 %), networking (31 %), and interactive workshops (31 %). The previous edition showed AI being mainly used to connect participants and sponsors (35 %), creative themes (34 %), and content creation (31 %). Now, its primary use is to provide on-site teams with information useful for personalized service (34 %). Europeans are also making technology a more prominent priority than Americans, with an interest in ROI measurement tools and generative AI. However, only 24 % plan to use AI for venue sourcing.
