The research, titled “2026 Portrait of Meeting Planners & Attendees – U.S. Edition,” was produced in partnership with Grand America Hotels & Resorts and is based on a survey of 300 meeting professionals and 1,000 conference attendees in the United States.
The findings indicate that while demand for in-person events remains strong, both planners and participants are seeking greater value, pricing transparency and enhanced safety measures from destinations and venues.
The study examines the changing priorities of corporate and association planners alongside the motivations and barriers influencing event attendees. According to the results, the meetings industry continues to prioritise face-to-face engagement but is operating under tighter financial conditions and rising expectations related to security, technology and overall event experience.
Simon Moriarty, Vice President of Syndicated Research at MMGY Travel Intelligence, said: “Attendee experience has become the ultimate measure of success. Planners are navigating tighter budgets while remaining equally accountable for delivering meaningful impact. The ability to balance fiscal discipline with high-quality, memorable experiences will define the meetings industry in 2026.”
The study found that financial pressures are influencing planning decisions across the sector. Nearly two-thirds of planners, or 63%, identified travel costs to host destinations as a key concern for the coming 12 months.
Among attendees, 43% reported that event cost represents the main barrier to participation. Rising accommodation and transportation expenses have increased the focus on overall value rather than price alone.
Planners are therefore placing greater emphasis on transparent pricing, early cost estimates and bundled packages that help reduce financial uncertainty during the planning process.
Safety considerations also play a significant role in destination selection. According to the study, 72% of planners report that crime levels influence destination decisions, while both terrorism risk and crime affect attendee decisions at a rate of 62%.
Safety concerns are now approaching cost as a key barrier to participation, highlighting the importance of visible security measures and proactive communication by event organisers and destinations.
Despite these pressures, the demand for in-person meetings remains strong. Ninety percent of planners state that face-to-face interaction is essential for the meetings and events they organise.
In addition, 85% expect to organise in-person meetings within the next year. Among attendees, 83% have previously participated in in-person events and 61% report preferring them over hybrid or virtual formats.
Major urban destinations continue to dominate meeting location preferences. Miami was identified by 60% of planners as a likely meeting destination over the next two years, followed by New York City at 58% and Las Vegas at 57%.
Hotel and resort ballrooms remain a central component of event infrastructure. According to the study, 84% of planners have used these venues within the past two years and 83% expect to continue using them in the future.
The research also highlights growing interest in historic landmarks as event venues, reflecting demand for distinctive settings that enhance the overall experience while maintaining accessibility and convenience.
Technology infrastructure is identified as a baseline requirement for event organisers. Among the most important elements cited by planners are cybersecurity capabilities at 62%, accessibility technologies at 56% and dedicated on-site production teams at 52%.
The findings suggest that destinations and venues capable of addressing financial pressures, strengthening safety standards and delivering reliable technology-supported in-person experiences are likely to remain competitive in the evolving meetings market.
Tags Simon Moriarty, MMGY Travel Intelligence
