As 2025 rapidly approaches, we have spoken to leading figures in the business meetings and events sector to gather their insights on what the next 12 months could bring for the industry.
Enhancing the connection between creativity and mindfulness
“Over the next 12 months, there will likely be a significant shift towards incorporating creativity-driven wellness experiences into meetings and events. As awareness of mental health in professional settings continues to rise, event organisers will increasingly prioritise environments that nurture mindfulness, creativity, and mental clarity for delegates.
“We are seeing a real increase in event planners looking to integrate artistic elements like immersive creative sessions, art tours and mindful engagement with visual arts into the event experience. In 2024, around 75% of events booked at the National Gallery opted to include a private tour of the Gallery’s paintings, with bookers recognising the dual benefit of enhanced attendee wellbeing and a more enriched event experience.
“This trend will also see a rise in collaborations with experts in their field to deliver authentic and inspiring experiences. The meetings and events industry will increasingly view creativity as an essential component of the event experience, aligning with the growing demand for environments that support holistic mental wellness.”
Clare Arouche, Head of Hospitality & Events at the National Gallery
Finding an event’s point of difference
“This past year has seen a more saturated calendar of events than ever, so delegates are having to be particularly selective in the events they choose to attend in person. Organisers will therefore have to think harder about how to stand out in 2025. The rise of experiential events is reshaping traditional formats, as delegates now prioritise unique, memorable experiences over conventional content delivery in conferences and meetings. This shift includes immersive environments, interactive technology and multi-sensory engagement to deepen attendee involvement.
“Additionally, events are emphasising curated networking and activity-based sessions, making connections feel organic and purposeful. Beyond content, these elements help differentiate events by creating memorable shared experiences that challenge the delegates’ way of thinking.”
Jessica Gallagher, Venue and Hospitality Manager at the Royal Society of Chemistry at Burlington House
A holistic approach to event planning
“In 2025, event planners will increasingly integrate wellness initiatives, such as yoga breakout sessions, outdoor venues and relaxation spaces into their offerings. Research suggests that exposure to nature can significantly boost concentration and reduce stress, making wellness-centric experiences a key to productive and engaging events. Partnerships with accredited wellness professionals are also on the rise, ensuring these initiatives meet delegates’ expectations for health-conscious agendas.
“This shift reflects a broader transformation in how success is measured in the industry, with event organisers focusing on emotional and mental impacts alongside traditional metrics like ROI. Surveys increasingly assess attendee wellbeing, creativity and satisfaction, revealing a strong link between wellness-focused environments and positive outcomes.”
Rafael Azzopardi, Head of Events at Regent’s Events
Carbon measurement and offering accurate, transparent data
“As the business meetings and events industry strives to meet its net zero commitments, a huge focus for venues must be placed next year on prioritising and advancing with their carbon reduction initiatives.
“In addition to emphasis being placed on energy-efficient infrastructures, renewable energy sources and waste management strategies, this should include offering transparent, accurate and meaningful reporting.
“While it isn’t easy, to gain momentum as well as trust, it’s essential that this includes the measurement and reporting of all three scopes of carbon emissions to provide organisers with the most reliable data as possible. Otherwise, it will impact the results and potentially give a false indication on their overall environmental impact and where the priorities for further reductions may lay.”
Warren Campbell, General Manager, 15Hatfields
The role of wellness in helping people to connect
“At Foxhills, a big part of our vision is giving our members, guests and delegates the chance to exercise, socialise and try something new – three things that will be huge trends in 2025.
“As we move into the new year, I think we’ll see a real emphasis on connection. Wellness has evolved far beyond solo programmes and activities, and it’s now about shared experiences that bring people together, strengthen relationships and improve overall mental and physical health. This is why we have seen such huge demand for fitness classes and things like reformer pilates, group cycling (spin) and padel and pickleball, because they’re fun, fast and social. And here at Foxhills we have worked hard to incorporate this into our Meetings & Events offering – ensuring delegates can focus on ‘mindful mornings and active afternoons’, taking part in group fitness and social activities that are impactful because they add motivation and a sense of accountability.”
Georgina Tyson, Director of Leisure and Spa, Foxhills Club & Resort
The rise of intimate, authentic and experiential events
“As we move into 2025, we’re witnessing a continued shift toward bespoke and intimate wedding experiences, with couples prioritising quality over quantity and focusing on creating meaningful experiences for their guests. At Wotton House, our intimate wedding bookings have surged by 600% over the past two years, highlighting a lasting trend in the industry.
“Corporate clients are also embracing this shift, moving beyond traditional formats to focus on experiential events that engage, inspire and connect. These immersive experiences highlight storytelling, team engagement and brand alignment, creating deeper and more meaningful connections in business events. We are also seeing an increase in enquiries from large European and international clients who are looking at venues that prioritise wellbeing, sustainability and distinctive offerings to align with their business objectives.”
Edward Adshead, General Manager, Wotton House
Longer, meaningful, and sustainable business events
“We’ve witnessed a growing demand for longer bookings – those taking place over several days rather than half, or one day – from clients recently and I think this trend will ramp up in 2025.
“Reports suggest business travel is back and stronger than ever, but gone are the days when executives would fly to a city for a short meeting. Now, business travellers need to justify their attendance at in-person meetings and as a result, are expecting more from them – both in the time they spend and what they gain from them. Event organisers will therefore be seeking out venues with the ability to adapt spaces for even more meaningful meetings and to give value to delegates. Maybe offering an experiential element to the usual learning and networking proposition.
“With sustainability high on the agenda for organisations, they will also be looking for venues and suppliers who make carbon reduction a priority, whether through renewable energy solutions, offsetting programs or zero waste catering options.”
Rhiannon Thomas, Head of Sales & Marketing, Central Hall Westminster
Budget and booking limitations lift, but ROI importance grows
“The pivotal elections being held in more than 70 countries around the globe in 2024 meant there was uncertainty and caution among many businesses, particularly around budgets and bookings. As we move into 2025, with a somewhat clearer landscape, I predict that we will see more movement in the market and some positive signs for meetings, incentives, conferences and events business. There will be a strong desire for face-to-face meetings and events to take place and companies looking to unite people in a range of ways as limitations from the previous year lift.
“While the appetite for events will be high, so too will be the need to guarantee a strong ROI. Whether it’s money, effort or time being invested in the event, there will be high expectations from all parties and so businesses and individuals will need to be prepared to go the extra mile if they want to succeed into 2025 and beyond.”
Jack Marczewski, Portfolio Event Director, The Meetings Show, TEAMS Europe, Business Travel Show Europe and TravelTech Show
Tackling ongoing employee retention challenges
“The business meetings and events sector continue to tackle ongoing challenges in recruitment in retention, while also preparing for impending employment law changes that will further shape hiring practices and workforce engagement in 2025.
“To tackle these challenges head-on, the sector will be focusing on broadening entry routes, such as apprenticeships and vocational pathways, while continuing to champion inclusivity and dynamic workforce opportunities. By offering flexible roles for returners, leveraging government funding for apprenticeships, and highlighting the sector’s cultural and economic contributions to the next generation, the sector will be better equipped to attract new talent and bring fresh ideas and perspectives into the industry.
“In 2025, we anticipate organisations adapting to evolving workforce expectations, focusing on flexibility, inclusivity and innovation to enhance their appeal in a competitive talent market and secure-long sustainability.”
Shonali Devereaux, Chief Executive of the Meetings Industry Association
