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Latest Cvent Planner Sourcing Report Reveals Anticipated 2025 In-person Event Growth Comes with Increased AI Adoption and Higher Expectations for Faster, More Customised Hotel Responses

Annual report reflects industry optimism and highlights key trends in planner sourcing priorities to help hotels and venues capitalise on meetings and events momentum
7 November 2024
Latest Cvent Planner Sourcing Report Reveals Anticipated 2025 In-person Event Growth Comes with Increased AI Adoption and Higher Expectations for Faster, More Customised Hotel Responses
Latest Cvent Planner Sourcing Report Reveals Anticipated 2025 In-person Event Growth Comes with Increased AI Adoption and Higher Expectations for Faster, More Customised Hotel Responses

LONDONCvent, a market-leading meetings, events and hospitality technology provider, has published its 2025 Cvent Planner Sourcing Report: Europe Edition. This annual report provides hoteliers, venue operators and destination management organisations with valuable insights into the sourcing priorities of UK and European event professionals, alongside actionable strategies to meet evolving industry demands and capitalise on meetings and events growth.

The report presents an encouraging outlook, revealing that 90% 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% anticipating more onsite events and 60% expecting an increase in offsite events in 2025. The combination of more in-person events and resource constraints has put pressure on event teams looking to secure meeting space, with 83% expecting responses to their RFPs in four days or less and 20% stating venues could improve response customisation to support faster decision-making.

Despite some concerns about rising costs, 61% 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%) 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%) already using AI tools during the venue sourcing process. That number increases to 68% in France and 64% of Gen Z respondents. These tools are being used for tasks such as comparing bids (53%), venue searching (48%) and creating RFPs (47%). As time management constraints and resource limitations stretch smaller event teams, this reliance on technology is expected to continue, with 69% of planners (rising to 89% in Spain and 86% in Italy) anticipating increased use of AI-powered tools for venue sourcing.

One of the biggest shifts between the 2023 and 2024 reports is in destination sourcing activity, with 46% of planners sourcing in Western Europe, a decrease of 20%. In contrast, Eastern and Northern Europe have gained traction, with 26% of planners sourcing there (up from 19%). North America has seen a similar increase, now at 24% (up from 15%).

Other Key Findings

We publish this annual report to help hospitality professionals gain deeper insights into planner priorities, enabling them to adapt their sales and marketing strategies and capitalise on business events momentum. The strength of in-person events and the dynamic adoption of AI-powered technologies presents exciting opportunities for the industry. 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. Graham Pope, Cvent Vice President of International Sales

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.

About Cvent

Cvent is a leading meetings, events, and hospitality technology provider with 4,800+ employees and ~22,000 customers worldwide as of December 31, 2023. Founded in 1999, the company delivers a comprehensive event marketing and management platform and offers a global marketplace where event professionals collaborate with venues to create engaging, impactful experiences. Cvent is headquartered in Tysons, Virginia, just outside of Washington D.C., and has additional offices around the world to support its growing global customer base. The comprehensive Cvent event marketing and management platform offers software solutions to event organisers and marketers for online event registration, venue selection, event marketing and management, virtual and onsite solutions, and attendee engagement. Cvent's suite of products automates and simplifies the event management lifecycle and maximises the impact of in-person, virtual, and hybrid events. Hotels and venues use Cvent's supplier and venue solutions to win more group and corporate travel business through Cvent's sourcing platforms. Cvent solutions optimise the event management value chain and have enabled clients around the world to manage millions of meetings and events. For more information, please visit cvent.com/uk.

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