Event planners are stretched thin. Budgets feel tighter than ever. And meetings and events venues that just show up with rates and square footage are getting lost in the noise.
But there is still some good news.
There's never been a clearer roadmap for event spaces that want to differentiate and win more MICE business. Cvent's latest analysis of 2026 event trends for venues reveals what planners need and how venues that adapt with intention will emerge as preferred partners.
But here's the catch. Adaptation doesn't mean doing more, instead doing things differently.
The fundamental event trend for 2026
Planners still believe in face-to-face meetings. That's non-negotiable. More than 70% say in-person events deliver more value than other business activities.
Even though the demand for in-person meetings remains strong, almost everything else about them, including how planners source, design, prioritise, and measure, is changing. Planners are moving away from volume-focused, transactional relationships. Instead, they're seeking suppliers who can help deliver authentic emotional connection and genuine value to their attendees.
This event trend for venues means that the old playbook no longer works. Rather, venues need to understand why planners are making the choices they're making and position themselves as collaborators.
That distinction is worth further attention because it changes everything about how you approach your business.
Five ways for event venues to win more MICE business
1. Design experiences with purpose
The conversation around space has shifted. Planners aren't just shopping for interesting or unconventional venues anymore. They're looking for spaces that work for what they're trying to achieve. They've moved past "Can you fit 200 people?" and want to understand if a venue can facilitate meaningful conversations and reconfigure for different activities.
When venues understand this shift, their RFP response changes. They can get specific about what they can do for the planner’s event. For instance, if the organiser wants the event to focus on relationship-building, show how your breakout spaces encourage authentic networking. If it’s about learning outcomes, explain how your layout supports focused attention and movement between sessions.
The venues winning these RFPs are investing time in understanding event objectives before responding. They use their space as a strategic asset and propose flexible configurations that best serve planner goals.
2. Make cost transparency your competitive edge
Cost is the biggest driver of sourcing decisions in 2026. Seventy-two percent of planners expect costs to rise by up to 20% from 2025, and most are already exhausted by hidden fees and contracts that look one way on paper and another at invoice time.
Venues have stopped treating price as a negotiation tactic because that leaves everyone slightly unhappy. Most of them today are focusing on building real relationships based on transparency. They strip away the surprises and are clear about what's included in the RFP.
So, if costs are rising in certain areas, be upfront about it. At the same time, find efficiencies elsewhere by offering tiered catering options or flexible packages that let planners invest at the level that works for them. Consider creating tiered proposal templates that show different service levels and what's included at each. Be explicit about add-on costs. If you know certain months are busier and rates are higher, explain why.
When you make budgeting feel less painful instead of more, planners remember. This honesty builds the kind of trust that can survive budget pressure. Planners come back for future events, which eventually reduces your sales costs and increases your predictability.
3. Build real expertise into micro events
Fifty-eight percent of planners plan to host smaller, more intimate events over the year. Commonly known as micro events, these formats allow for genuine conversation and deeper relationship-building. In a world where almost everything is accessible, being in the right room with the right people feels like premium value.
But creating micro events requires a different skill set than running large conferences. You need teams trained in boutique-level service. Venues are, therefore, building partnerships with local chefs, galleries, event designers, and experience providers so they can offer something bespoke without requiring planners to source everything themselves.
They are showcasing their ability to make small events feel special. Venues are thinking differently about their space by converting large spaces into intimate rooms with moveable walls, intimate lighting options, multiple breakout areas, and banquette seating.
4. Invest in effortless technology
Here's a paradox: planners want seamless technology that solves real problems. But they also don't want their attendees to notice it or, worse, struggle with it. The registration process shouldn't be memorable for all the wrong reasons. Similarly, checking in shouldn't be an ordeal.
When these things work effortlessly, attendees will focus on the content and other parts of the event. Yet most venues treat tech as something to buy off the shelf and let the A/V company handle. That's the wrong approach. The venues that differentiate themselves are investing in tech infrastructure that efficiently runs in the background, such as intuitive check-in systems, Wi-Fi that can handle peak demand, apps designed around attendee workflows, and reliable AV.
They are also mindful of the behind-the-scenes tech that planners don't see but notice when it's missing, such as digital tools for managing room setup or integration with their event management systems to ensure smooth data flow.
These investments might not win you the RFP on their own, but their absence will definitely play a part in not retaining it for the future. A planner who's had a Wi-Fi disaster at another venue will absolutely prioritise reliable connectivity when evaluating your proposal.
5. Be a trusted partner
With the rampant adoption of AI, almost anything can be simulated. That is why, for planners, trust matters more than anything else. However, this trust isn't built in proposals. It's built through small, consistent actions over time, including responding quickly when planners reach out or suggesting layout tweaks based on similar events you've hosted.
It sounds simple because it is. But it requires discipline. If you promise something, deliver it exactly as promised, every time. Planners notice these small gestures.
The venues that do this earn long-term partnerships, not just one-off bookings. They become the venue that planners recommend to colleagues and, more importantly, venues that they come back to even when they're exploring other options.
The bigger picture
Here's what the 2026 meeting and event trends make clear: planners are more selective, cost-conscious, tech-savvy, and hyper-focused on measurable outcomes than ever. But they haven't pulled back from events. In fact, 85% of event organisers feel positive about the industry's health, which is the highest level in five years.
The opportunity is there. It belongs to venues that adapt with intention.
The full Cvent report delves deeper into all nine 2026 event trends for UK meeting venues, offering specific insights on how suppliers can position themselves as strategic partners rather than space providers. It's worth reading if you're serious about winning more MICE business this year.
Download the full 2026 Event Trends report.
About the author
Diana Tamboly is a senior marketing manager for Cvent's Hospitality Cloud business in Europe. In her role, she is responsible for setting and managing the strategic marketing direction for Venue Directory, a Cvent company.
