{"id":228651,"date":"2026-09-16T14:12:17","date_gmt":"2026-09-16T12:12:17","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=228651"},"modified":"2026-09-16T14:21:20","modified_gmt":"2026-09-16T12:21:20","slug":"kactus-strategic-mice-barometer","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/barometre-kactus-mice-strategique","title":{"rendered":"Corporate events: what the Kactus Barometer reveals"},"content":{"rendered":"<p class=\"wp-block-paragraph\">A must-have in the business travel ecosystem and far beyond, AI quite logically focused the attention of participants and speakers during the first two days of IFTM Top R\u00e9sa. The Meetings &amp; Events barometer unveiled today by <strong>Kactus <\/strong>is no exception to the rule. As a witness to major market trends, drawing on data from over 3,500 events organised every month, the annual report thus gives a prominent place to the ongoing revolution. And this without sealing the substitution of the artificial for the in-person, quite the contrary.<\/p>\n\n\n\n<aside class=\"wp-block-varenne-quote\"><blockquote><p><em>The more AI progresses in our professional daily lives, the more these collective moments are going to become strategic<\/em><\/p><cite>Arnaud Katz, CEO of Kactus<\/cite><\/blockquote><\/aside>\n\n\n\n<p class=\"wp-block-paragraph\">As evidenced by the analysis of\u2019<a href=\"https:\/\/www.voyages-d-affaires.com\/en\/iftm-barometer-kactus-arnaud-katz\/\" data-type=\"post\" data-id=\"181607\">Arnaud Katz, CEO of <\/a><strong><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/iftm-barometer-kactus-arnaud-katz\/\" data-type=\"post\" data-id=\"181607\">Kactus<\/a>\u00a0<\/strong>: \" <em>Companies are not giving up on their events, they are becoming more demanding about the ones they invest in. AI is already transforming the way we work and our industry: it automates certain tasks and allows us to save time. But it also highlights everything that cannot be automated: relationships, shared emotion, the memorable moment. The more AI progresses in our professional daily lives, the more strategic these collective moments will become.<\/em> \u00bb. Or, as the authors of the barometer summarise it, \u00ab\u00a0<em>The more AI advances, the more humans matter<\/em>\u00a0\".<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, the AI revolution has not of course spared the MICE (Meetings, Incentives, Conferences, Events) sector. Professionals are making no secret of using it to automate the processing of quotes, improve the qualification of briefs, make the search for venues easier or even offer more relevant recommendations. Moreover, Kactus took advantage of the summer to become the leading European MICE player <a href=\"https:\/\/www.voyages-d-affaires.com\/en\/mice-cactus-chatgpt-reservation\/\" data-type=\"post\" data-id=\"226339\">integrated into the OpenAI ecosystem<\/a>.<\/p>\n\n\n\n<aside class=\"wp-block-varenne-link-block\"><p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/kactus-mice-french-barometer\/\" data-id=\"208321\">Budgets, destinations, trends: French MICE under the microscope<\/a><\/p><\/aside>\n\n\n\n<h2 id=\"h-les-seminaires-residentiels-plebiscites\" class=\"wp-block-heading\">Residential seminars prove popular<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Another finding from the study is that residential seminars are gaining ground. Their share rose from 30% of events organised in 2023 to 35% in 2025. According to the new Kactus barometer, 56 % of corporate event spending is now devoted to residential seminars. The budget per participant reaches 397 euros, compared with 384 \u20ac in 2024. Meanwhile, the average duration has increased from 2.41 to 2.52 days over the course of a year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is worth noting in passing that the average spend on activities and entertainment has fallen significantly between 2024 and 2025, dropping from \u20ac74 to \u20ac65 per participant. Conversely, spending related to accommodation, catering and venues held up better, according to the Kactus barometer. The latter also asserts that \u00ab\u00a0<em>budgetary pressure is not leading companies to give up their events, but rather to tighten their decision-making<\/em>\u00a0\".<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Furthermore, this budgetary pressure apparently isn't pushing companies to cancel their event. Nor is the... tense geopolitical context, for that matter. \u00ab\u00a0<em>Neither geopolitical tensions nor budget pressures seem, at this stage, to be slowing down corporate events: 1.8 % of confirmed bookings were cancelled between February and May 2026, compared to 2.6 % over the same period in 2025, indicates the barometer. Its authors also specify that booking lead times remain stable too, at an average of 84 days in March 2026, exactly the same as a year previously.<\/em>\u00a0\".<\/p>\n\n\n\n<aside class=\"wp-block-varenne-link-block\"><p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/events-blur-instability-unimev\/\" data-id=\"215658\">Events in limbo due to political and geopolitical instability<\/a><\/p><\/aside>\n\n\n\n<p class=\"wp-block-paragraph\">Another lesson, more subtle yet revealing: CSR is continuing to progress in purchasing practices. In 2025, 34 % of events are being organised in a CSR-certified venue, compared with 31 % a year earlier, whilst the additional cost associated with these certified venues has fallen from 20 % to 16 %. This convergence is surely no coincidence: the more affordable environmental commitment becomes, the more naturally it establishes itself in decision-making, alongside price and the quality of the experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At its core, this 2026 barometer tells the story less of MICE resisting AI than of a redistribution of roles. To AI go the repetitive tasks, quotes and logistics; to companies falls the responsibility of nurturing what remains, by definition, unautomatable: the moment experienced together. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One outstanding question remains, which the next barometer may help to resolve: will this increased selectivity permanently benefit residential seminars, or will it reshuffle the cards towards other formats as AI matures?<\/p>","protected":false},"excerpt":{"rendered":"<p>The 2026 edition of the Kactus Meetings &amp; Events Barometer was unveiled on Wednesday at IFTM. Here is an overview of the key takeaways.<\/p>","protected":false},"author":17,"featured_media":229577,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[101],"tags":[1229,1643,1903,2335],"type-darticle":[52],"n_magazine":[],"class_list":["post-228651","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-meetings-et-evenements","tag-mice","tag-seminaires","tag-intelligence-artificielle","tag-rse","type-darticle-breve","vapo-free"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Barom\u00e8tre Kactus\u00a0: quand l&#039;IA rend le MICE encore plus strat\u00e9gique<\/title>\n<meta name=\"description\" content=\"S\u00e9minaires r\u00e9sidentiels en hausse, IA au service du MICE, RSE en progression : 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