- The report indicates industry optimism, with 90% of planners feeling optimistic about the current state of the events industry and over half expecting a rise in in-person meetings.
- AI is emerging as a vital tool in planners’ processes. 54% of planners use AI tools during the venue sourcing process, and 69% of planners anticipate increasing their use of such tools.
Cvent recently released its 2025 Planner Sourcing Report: Europe Edition. This yearly report offers crucial insights into the sourcing priorities of event professionals in the UK and Europe. It also provides strategies to meet evolving industry demands and capitalize on the growth of meetings and events.
The report paints a promising picture of the industry, with 90% of planners expressing optimism about the current state of the events industry. This positivity is echoed in the expected rise in in-person meetings—59% of planners predict an increase in onsite events, and 60% foresee a surge in offsite events in 2025. This increase in events and resource constraints put pressure on event teams to secure meeting spaces promptly and efficiently.
Budget increases are anticipated to counterbalance these rising costs, with 61% of respondents expressing this belief. The report also underscores the significance of collaborative relationships between planners and venues in mitigating cost concerns. An overwhelming 93% of planners stated they would pay more for venues with established relationships and trust in the service quality.
Artificial Intelligence (AI) is emerging as a crucial component in planners’ processes. Over half (54%) of planners already utilize AI tools in venue sourcing. Due to time management constraints and resource limitations, the application of these tools is anticipated to continue to grow, especially among smaller event teams.
The report also highlights a significant shift in destination-sourcing activity between 2023 and 2024. Western European sourcing has decreased by 20%, while Eastern and Northern Europe, as well as North America, have gained popularity.
The report further emphasizes the importance of online impressions, with 45% of planners deciding to send a Request for Proposal (RFP) based on meeting room specifications and 43% relying on accurate online images and videos. Therefore, hotels and venues must prioritize and curate their digital presence to appeal to the planner audience.
Sustainable practices are also becoming a key differentiator, with preferences varying across countries. In the UK and the Netherlands, waste reduction and recycling are the most valued, whereas recognition of eco-friendly practices leads in Germany. France prioritizes sustainability-focused educational initiatives, Italy values using public transport or electric vehicles and supporting local causes, and energy-efficient practices take precedence in Spain.
The 2025 Planner Sourcing Report provides valuable insights for hoteliers, venue operators, and destination management organizations, enabling them to adapt their strategies and capitalize on the growth of the events industry. The increased use of AI-powered tools and the growing emphasis on sustainability are trends that industry professionals should note to stay competitive.
The report is available for download at Cvent.
