The highlight reel you need to see
Arguably, the biggest trendsetting event of this year was the Paris 2024 Olympic and Paralympic games. It embodied high international stakes and grueling preparation peppered with moments of exhilaration and WTH headshaking—all familiar elements of modern event prof life. From Celine Dion’s high notes of “The Hymn of Love” belted from the Eiffel Tower to the redemption of the U.S. gymnastics team and the dominance of the U.S. men’s basketball team and U.S. women’s soccer team, it was all about hard work paying off. Of course, when you least expected it, a random break dancer who took a kangaroo as her muse stepped in. And it all came to a climactic finale when Tom Cruise descended from the rafters, jumped on a motorcycle and rushed the torch to Los Angeles to prepare for the 2028 games.
Not unlike a typical Tuesday afternoon for meeting professionals everywhere.
After a busy year covering the drama, the triumph and tragedy, our editors compared notes to come up with our annual list of the 25 surprising moments that defined meeting and event production. And what it means for corporate planners in 2025—because we didn’t just tell you what is changing, we reached out to the experts to suggest how you can leverage that shift to thrive in the coming year.
Of course, wellness and AI made the top 5, but this year, budgets moved up to No. 2. Wait until you see No. 1.
25. The “C’mon Down!” Public Square
The common thread is a hip name that doesn’t mean anything in the real world but makes for a cool hashtag. Bonus points if a sponsor is involved. Thus, from San Juan, Puerto Rico, to Anaheim, California, entertainment districts are aborning, replete with restaurants, concert stages, even ziplines, to enliven the street scene for locals and tourists alike. We saw it steps from Puerto Rico Convention Center at Distrito T-Mobile, and Sacramento built one around Golden 1 Center called DoCo (Downtown Commons). Los Angeles was one of the first with L.A. Live! in 2007. Dallas is planning a new Convention Center District for 2029 as part of a massive redesign, and Anaheim is opening $4 billion OCVIBE in time for the Men’s Volleyball Olympics.
To Do: These walkable, convenient epicenters of action might allow you to plan one less meal and give attendees the freedom to explore for an evening. Look for them when you are sourcing.
24. Make a Splash
A hybrid of the physical and virtual is the proposed BBBL3 (pronounced bubble) sculptural space inspired by droplets of water. Imagine multi-sensory virtual escapes in cities and parks powered by AI (stay tuned for more on this later in the list) that can transform into anything from the Sahara to a lush rainforest. The concept was created jointly by HKS and ROAM Interior Design.
To Do: Think about ways to create engrossing escapes within the conference environment or as an excursion that combines the scents, sounds and colors that evoke the emotion you are looking to impart. San Francisco International Airport (SFO) did this during construction at its new Terminal 3 by piping in bird songs and creating a narrative story with soft colors. Let your terminal walk be your inspiration until BBBL3s are on a street corner near you.
23. Ultra-indulgence
As the definition of luxury has splintered, so have the options. Why, Fairmont Waterfront in Vancouver even has a chill concierge who leads Polar Plunges and morning runs designed to awaken the senses and provide rejuvenating moments amid the stunning coastal surroundings. There’s a flavor of “just for me” for everyone, whether it’s immersive, wildlife-focused expeditions from the likes of New Paths Expeditions, a retreat in Costa Rica at Four Seasons Resort Peninsula Papagayo where a “wellness ambassador” leads a transformative journey through yoga, coaching and curated activations or just more me-time in the agenda.
To Do: Check out Caesars Entertainment’s wellness menu, which includes health-conscious group meal options, classes for tai chi, sound bathing, hiking and even laughter via vetted local experts; or ask your vendor what turnkey options can pamper your attendees. GoGather CEO Brian Kellerman is an advocate of the art and science of designing events and experiences with a foundation in exceptional hospitality in which the host serves as an expert guide to curate and facilitate personalized, memorable journeys for attendees.
22. Set Jetting
Sourcing properties and destinations that have been depicted in movies or hit streaming series is a fun way to add big-scene vibes to the agenda.
Four Seasons Resort Maui at Wailea in Hawai’i, where White Lotus newlyweds stayed in the Pineapple Suite and lounged poolside in Season One, has capitalized on the trend, as have New England Gilded Age mansions and the New Zealand locales where Lord of the Rings was filmed.
To Do: An estimated two-thirds of tourists have considered traveling to a place seen in a movie or television show and 39% have actually done-so. Capitalize on some of that excitement to make your event a blockbuster.
21. Unreasonable Incentives
Call it cynical, but corporate sales teams aren’t motivated by the same-old beach vacation or rounds of golf anymore. They want experiences customized for them; or as Incentive Research Foundation President Stephanie Harris explained at IRF Invitational 2024 at Baha Mar, it’s time to take a page from the book “Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect” by Will Guidara, and make people feel really seen. That is the ultimate gift.
To Do: Never underestimate the power of a well-crafted survey to find out what participants really want. That and a little Facebook-stalking will help you surprise and delight them in ways that really mean something.
20. It’s Not All Business
In 2021, 37% of corporate travelers from North America extended their business trips to do sightseeing and other leisure activities, according to Global Business Travel Association. Eight out of 10 corporate travel managers polled said they have seen interest in blended travel spike. Whatever you call it, bleisure, mullet or ombre travel (we may have made that one up last year), it is not going away.
To Do: Negotiate rates for the shoulders of your event and ask attendees if they will be bringing family and need child care. You also might want to spell out expectations for when +1s are welcome and what is expected during the event.
Read More: The ABCs of Onsite Childcare
19. The Remote Antidote
Not every event needs to happen at a Four Seasons or a Ritz-Carlton. In the age of remote workers, when getting teams together IRL for a project kick-off or strategy session is more important than the size of the spa, limited-service hotels have been stepping up to accommodate groups with elevated F&B, meeting room packages and convenient locations (often airport-adjacent) at budget-friendly rates.
To Do: One bonus is that many of these brands, such as those that fly the Hilton flag, offer DIY online booking that include F&B, AV, space and rooms with no contract. Try it. You might like it.
18. The Virtual Event Energizer Bunny
Despite rumors to the contrary, virtual events are actually still alive and well—and growing. Matt Pierce, learning and video ambassador at TechSmith, points to a recent study that shows the global virtual events market size is expected to reach $404.5 billion by 2027. Streaming events, including the workhorse—webinars—cost up to 90% less than in-person events, reduce carbon emissions by 99% and have no F&B minimums 😉. The Worldmetrics.org report shows that 93% of event marketers plan to invest in virtual events going forward.
To Do: Might be time to dust off those virtual skills you learned during Covid and market yourself as platform agnostic. Your killer organizational and content marketing skills are universal, baby.
17. Hospitality (Always) Cares
War, hurricanes and earthquakes have again taken a toll this year and, as usual, hospitality has been on the front lines, stepping in to offer shelter, food and resources. We have been documenting the outreach and ways to help, including The SEARCH Foundation, The Above and Beyond Foundation, Marriott International Bonvoy, World Central Kitchen and MGM Resorts International’s donation to Healing Center at St. Jude’s Ranch for Children.
To Do: Working with your local destination to find a local charity that aligns with your group will make the event more meaningful and leave the destination better than when you arrived.
16. On Strike!
2024 saw more striking hotel workers than any year in recent memory. Over Labor Day, an estimated 10,000 Unite Here housekeepers, cooks and servers left their jobs in major cities across the country at Hilton, Marriott and Hyatt brands. Some demonstrations ended in arrests.
To Do: While no hotels have closed due to the actions, many were forced to reduce services. If this is concerning, and especially if your group has a policy about not crossing picket lines, FairHotels.com can help you determine if a labor dispute is a possibility before you arrive.
15. Small is Mighty
Small meetings were one of the last industry segments to edge back to pre-Covid levels, but now that we are here, how can we make these often high-stakes, intimate gatherings of executives and teams more productive? It starts with trust.
To Do: Stewart Mann, founder and CEO of Wild Rooster Events, suggests establishing commonalities to break down barriers—like bringing humor to the table. (At no one’s expense, of course.) Making people laugh effortlessly breaks down walls and makes them feel more comfortable.
14. Sparkly Kicks
The trend that started two years ago with the emergence of tennies paired with suits and dresses all over the IMEX trade show floor was elevated to another level this year. As attendees clocked record steps during the largest IMEX America ever in Las Vegas, branded, cushy, soft-soled shoes were the foundation for the long days.
To Do: Consider gifting shoes fitted specifically for attendee feet. Companies like Global Gifting can bring their experts and equipment for a custom fitting everyone will appreciate.
13. Certified Non-greenwashed
How do you know if a hotel partner is really living up to its sustainability promises? Long-time and new sustainability certifications could help you understand what is really happening. From U.S. Green Building Council Leadership in Energy and Environmental Design (LEED) Silver, Gold and Platinum hotels—and now, cities—to Green Globe Certification for green hotels based on Agenda 21 and Australia-based Earth Check’s benchmarking for eco-consciousness, planners aren’t sourcing blind. Hawai’i Tourism Authority (HTA) developed Qurator as a certification program that covers Environment, Cultural Support, Equity, Safety, Community and Guest Experience.
To Do: Look to the aforementioned certifiers and the directory of Canada-based Green Key Global properties as a sign of a well-managed greenhouse gas footprint, but also ask about specific steps your venue contact will take with your groups, including how they limit food waste and treat leftover food. You can also earn a Sustainable Event Professional Certificate online from Events Industry Council to expand and proclaim your green cred.
12. Hacking the Calendar
We explored what it would take for meeting professionals to just say no to marathon work schedules and talked to some who are actually doing it as a way to bring their best selves to the hours they are working. Communication, flexibility and setting priorities were at the top of their lists.
To Do: How can you get more me-time? Neen James, a popular keynote speaker on luxury lifestyles and author of the book “Attention Pays: How to Drive Profitability, Productivity and Accountability,” suggests a strategic approach. “Always schedule recovery. As a busy meeting professional, you give so much of your time, attention and energy before, during and after your events! Managing (and recharging) your energy is vital!”
11. Safe Spaces
Now, more than ever, meeting profs need to recognize that social and political dynamics are, shall we say, touchy. Events need to reflect relevant issues while remaining respectful and engaging for all. Gary Murakami, vice president of global sales and industry relations at Teneo Hospitality Group, suggests choosing language and representation to set a tone of openness.
To Do: Bring varied voices into the conversation for a richer, more inclusive event. Establish event guidelines and train moderators to handle sensitive topics.
10. The Universal Red Carpet
Accessibility has expanded beyond race, gender and ability to include neurodiversity, introverts and extroverts, all ages and dietary needs. The expectation that everyone should be accommodated with grace and enthusiasm has made it necessary for meeting professionals to lean on their partners for more than checklists of rooms that meet ADA standards. Cities have stepped up to show that they are Wheel the World-certified accessible, Autism-certified and LGBTQ-friendly.
To Do: At the beginning of your event planning and budgeting process, think about who you are not welcoming based on the locations you choose, the marketing you send and the experiences you plan. Then think again and get creative.
9. Alphabet Soup for Every Taste
Right now, our events are powered by a mix of Boomers, Millennials, Gen X, Gen Z—and as soon as my little grandbabies get old enough—Alpha Generation workers. As an industry, as our more seasoned experts retire, we will have to figure out how to attract, retain, motivate and plan for them.
To Do: In a conversation with young association event leaders, we talked about everything from flexibility to boundaries, and this was the bottom line: Assuming anything about their preferences and skill sets is a recipe for misunderstanding. Talk to your own next-gen colleagues and attendees about what gives their jobs meaning and who they are as individuals, which is all anyone wants at the end of the day.
8. Take-off Assurance
From computer crashes to weather delays, news headlines make it sound as if getting everyone to the event may be the hardest part of your job. While most flights do take off on time, new measures have been put in place to make recovery easier when something goes wrong, including legislation requiring automatic refunds for canceled flights and new technology to track bags to ensure they arrive at the same destination as the passenger.
To Do: Include tips in the know-before-you-go and the registration confirmation about airport locations, alternatives and transfers, along with special rates for coming in early or staying late, so fewer attendees try to arrive with only minutes to spare before the opening general session.
7. Wellness Washing
What happens when the market for somatic breathing, yoga and health-related activities reaches a $1.3 billion level? Everyone tries to get in on the activations. That is a good thing when it is done organically, but some marketing is entering WINO territory—Wellness in Name Only. That’s why female-founded, Tampa-based Wellness in Travel & Tourism (WITT) offers a certification for hotels and resorts based on the broader definition of wellness—sustainable and community impact. That is also why the inaugural Eudemonia Summit in The Palm Beaches focused on science-based methods for living life well.
To Do: Double down on what works for your audience. It might not be yoga at 6 a.m. As keynoter and “wellness architect” David T. Stevens says, you might want to consider the four pillars of wellness—movement, mindfulness, meals and meaning—to determine the right mix for your conference. Whether it’s meditation, forest bathing, more healthy menu choices (have you considered prebiotics or probiotics?) or a beach clean-up, the goal is to empower focused, resilient, happy attendees.
6. Sleep as the New Weight-loss Tip
Here’s an eye opener: The Mayo Clinic says adults need more than seven hours of sleep each night. Lack of shut eye can weaken the immune system, making it more likely you will get sick if exposed to a virus and slowing your recovery. Dr. Romie Mushtaq warns that side effects of sleep deprivation can include weight gain, hormone imbalance and an inability to focus—making us feel like we have ADD or ADHD. Hooray for hotels with have pillow menus. Westin’s includes anti-snoring, bamboo and cherry-pit versions.
To Do: Make sleep a priority for you and your attendees by limiting late-night events and setting the stage for deep slumber, whether that means bringing your favorite pillow, doing meditation or shutting down the hosted bar. Your future selves will thank you.
5. Zero-Proof Highs
No alcohol doesn’t have to mean no fun. It also doesn’t mean sugary fruit juices. Creative alternatives from Liquid Death water and Zero/Proofed spirits can crank up the fun without negative consequences at the opening session the next morning.
To Do: A fun mocktail-making experience can leave everyone feeling better about themselves and the event. We partnered with Caesars Entertainment and CSI DMC to make it beautiful and sophisticated.
4. Stranger Dangers
From data breaches and hurricanes to fears about homeless encampments near convention centers and live shooters who knows where, it’s practically a full-time job keeping up with “the bad guys.” How to protect attendees when we don’t even know what the major threat will be three years from now when our convention goes live?
To Do: A recent survey Smart Meetings conducted with Destinations International found that most meeting professionals do not have a risk management team or contract with a crisis management company. That might be a good first step.
3. Human Intelligence
Like it or not, AI is in the room—and has its feet up on the furniture. Our timelapse State of AI White Paper found that despite concerns about inherent bias, data policy, copyright laws and the rise of virtual influencers and deep fakes, the majority of meeting professionals are at least Spark-curious, using the technology for everything from marketing to managing contracts. If Jeremiah Owyang, venture capital investor at Blitzscaling Ventures, is right, voice-activated “agents” will soon be taking over repetitive tasks for us, bypassing search engines and websites to deliver physical benefits.
To Do: Think about all the high-profile things you could spend time on to tap into your passions and core competencies once you are freed from the myriad, tedious steps required to do anything from creating RFPs to cross-checking conference registrations.
2. Compounding, Confounding Inflation
After three years of drastically rising hotel rates, 2024’s price inflation of 6-12% in major cities is both compounding (building on the previous year’s spikes) and confounding (frustrating while trying to stay within budget). This is in addition to rising food & beverage prices and those pesky resort/destination/administration fees. Nicole McCoy, head of global sourcing with Bishop-McCann, warns that extra costs can also show up indirectly if hotels show less flexibility in what can be charged to the bill post-program, or allow less wiggle room overall because of their own higher costs.
To Do: Try to lock in prices early and be flexible when it comes to dates and menus to take advantage of what savings are available.
1. The Empathy Track
A lot of the to-dos in this year’s list require better understanding of the needs of our staff, our attendees and ourselves. That can be both harder and more important than it sounds. If only there were a fast-track to empathy so we could get on to creating the event agenda and submitting rooming lists!
To Do: The dynamic duo of our Smart Start Radio podcast, Eming Piansay and Sara Robertson, talked to Naomi Crellin from Storycraft Lab and Michael Tennant from Curiosity Lab, and they agreed: Start with yourself first. A lot can be learned from sitting with your own goals and intentions, needs and desires, hopes and dreams. Then you can open up to others and ask them about how they’re feeling about all those things. That can lead to exactly what we want for our attendees—joy, caring, a sense of belonging. And that is the No. 1 item on your to-do list for 2025.
This article appears in the November/December 2024 issue. You can subscribe to the magazine here.
