Cvent, 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
• Online Impressions Matter: 45% of planners decide to send an RPF based on meeting room specifications, while 43% 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%) 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%). In Germany, industry recognition of a hotel’s or venue’s eco-friendly practices leads (31%), while France prioritises sustainability-focused educational initiatives (35%). In Italy, using public transport or electric vehicles and supporting local causes are most valued (35%), while in Spain, industry recognition and energy-efficient practices top the list (32%).
“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,” 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.
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