Planners in Western Europe are largely optimistic about the current state of the sector - and are increasingly looking further afield for event destinations, according to the latest Cvent survey.
The 2025 Cvent Planner Sourcing Report: Europe Edition reveals that 90 per cent of planners feel positive about the current state of the events industry. This optimism is further reflected in planners’ expectations for a rise in in-person meetings, with 59 per cent anticipating more onsite events and 60 per cent expecting an increase in offsite events in 2025.
One of the biggest shifts between the 2023 and 2024 reports is in destination sourcing activity, with 46 per cent of planners sourcing in Western Europe, a decrease of 20 per cent. In contrast, Eastern and Northern Europe have gained traction, with 26 per cent of planners sourcing there (up from 19 per cent). North America has seen a similar increase, now at 24 per cent (up from 15 per cent).
However, the combination of more in-person events and resource constraints has put pressure on event teams looking to secure meeting space, with 83 per cent expecting responses to their RFPs in four days or less and 20 per cent stating venues could improve response customisation to support faster decision-making.
Despite some concerns about rising costs, 61 per cent of respondents believe that planned budget increases will help alleviate higher expenses. The report also highlights the value of collaborative relationships between planners and venues in helping to offset cost concerns. Nearly all (93 per cent) of planners say they are willing to pay more to book with hotels or venues where they have established relationships with staff and trust in the quality of service.
AI is becoming an important part of planners' processes, with more than half (54 per cent) already using AI tools during the venue sourcing process. That number increases to 68 per cent in France and 64 per cent of Gen Z respondents. These tools are being used for tasks such as comparing bids (53 per cent), venue searching (48 per cent) and creating RFPs (47 per cent). As time management constraints and resource limitations stretch smaller event teams, this reliance on technology is expected to continue, with 69 per cent of planners (rising to 89 per cent in Spain and 86 per cent in Italy) anticipating increased use of AI-powered tools for venue sourcing.
Other key findings:
- Online impressions matter: 45 per cent of planners decide to send an RPF based on meeting room specifications, while 43 per cent rely on accurate online images and videos. Given the need to understand how the event space will meet their needs and that nearly half (42 per cent) of planners are spending more time using technology to view event space diagrams online, it’s critical hotels and special event venues prioritise their digital presence and curate it for the planner audience.
- Sustainability priorities differ: In the UK and the Netherlands, reducing and recycling event waste is the most valued sustainability practice (32 per cent). In Germany, industry recognition of a hotel’s or venue’s eco-friendly practices leads (31 per cent), while France prioritises sustainability-focused educational initiatives (35 per cent). In Italy, using public transport or electric vehicles and supporting local causes are most valued (35 per cent), while in Spain, industry recognition and energy-efficient practices top the list (32 per cent).
“The strength of in-person events and the dynamic adoption of AI-powered technologies presents exciting opportunities for the industry,” said Graham Pope, Cvent vice president of international sales. “As busy planners navigate limited time and resources, hotels and venues that embrace digital tools such as interactive meeting space diagrams and prioritise online experiences like immersive virtual tours are best positioned to stand out in a competitive market. These tools not only empower planners but also boost operational efficiency for leaner hotel sales teams.”
Cvent commissioned independent research company, Censuswide, to survey over 600 event professionals across the UK and Europe (France, Germany, Italy, the Netherlands and Spain). The survey was conducted in between June and July 2024. To view the full report, click here.
