When it comes to event planning, there are some table stakes most people will agree on: free Wi-Fi, complimentary breakfast, and of course, fast RFP responses.

Event planners in Europe have spoken, and the latest numbers from Cvent’s 2025 Planner Sourcing Report reveal what’s on their minds. If you're in the business of hosting events, knowing these insights can mean the difference between a packed calendar and an empty ballroom.

Quick responses

If venues are still taking a week to respond to RFPs, they’ve already lost the booking.

Eighty-three percent of planners want replies within four days or less—and that’s for large international events; for smaller domestic meetings, the expectation is less than 24 hours. The pressure is real. Planners are juggling tighter timelines, smaller teams, and higher attendee expectations. Every day they wait on venues to respond is a day they’re resending RFPs or customising new ones to stay on schedule.

Planners also want proposals that are clear, personalised, and useful. According to the report, 20% of planners believe venues could improve their customisation of proposals, and 21% also say venues should improve the transparency of their proposals.

So, venues that still send templated PDFs with zero personalisation a week after getting the request, are likely not making the shortlist. Planners are moving fast - and so should your response. Use RFP tools that auto-fill standard info and add visuals and floor plans upfront.

Loyalty beats discounts

You’d think planners, with all their spreadsheets and cost-control checklists, would always go for the lowest bid. But no, 93% of them are willing to stretch their budget to stick with a venue they already know and love. That’s not budgeting; that’s brand loyalty.

And that’s because familiarity is a luxury. When a planner has already hosted an event at a venue that has delivered great guest experiences, they know what they’re walking into: how the space flows, who to talk to when the AV cuts out, and how the catering staff handles last-minute dietary demands. It’s peace of mind wrapped in a site visit.

Also, with budgets tightening and expectations climbing, planners don’t have time for surprises—or bad surprises, at least. When you deliver consistently excellent service, they remember. They come back. And they recommend you to others.

The price tag might fluctuate, but it’s the emotional ROI that seals the deal. If you want to win repeat business, don’t just sell square footage—invest in the relationship. Ask for guest feedback, implement it, and communicate it to the planners so they feel special. Create "welcome back" moments that acknowledge their return business. Remember their preferences before they have to remind you.

Because, at the end of the day, planners aren't buying a venue; they're buying confidence. And that's something no discount can match.

AI is shaping decisions

Planners are beginning to rely on AI more than ever.

According to our report, 69% of planners say they’re going to lean even harder on AI tools to find event venues, compare bids, and build out their shortlists. That means your competition isn’t just the hotel down the street. Your venue’s online presence needs to be up-to-date and optimised for search algorithms.

Here’s how it works: a planner types in exactly what they want, “Barcelona hotel, rooftop space, 150 pax, sustainable”—and AI builds the list for them. If your venue profile isn’t detailed, accurate, and optimised, you won’t even make the cut. Not because you’re not a good fit. But because AI couldn’t find enough in your profile to work with.

Hotels and venues don’t need to become AI experts, but they do need data-driven guest experience or analytics teams to feed the machine. Specs, photos, videos, floorplans, accessibility info—whatever you’ve got, put it front and centre. Because if AI can’t find you, planners won’t either.

No pictures, no booking

We wouldn’t book a holiday without seeing the room first. Event planners are no different.

According to the report, 45% of planners say they won’t even submit an RFP unless they can see the pictures or videos of the event space. So, if a venue’s gallery looks sparse—or worse, outdated—it might be costing them more leads than they realise.

Meeting spaces must be kept updated with visuals of real event setups and highlight different layouts. Include floor plans that demonstrate flexibility, not just blueprints. And if you really want to stand out, add a 3D tour or embed interactive floor plans so planners can map out their ideas directly in your space.

Most importantly, don’t hide meeting spaces in outdated brochure formats. Planners want visuals upfront, easy to find, and ready to sell your space without having to make a sales call.

Attendee experience is the new currency

Remember when filling seats was the gold standard of event success? Those days are almost over.

Thirty percent of planners now rank attendee engagement as their #1 success metric - over budget efficiency or ROI. That means venues delivering mediocre experiences are getting discarded faster than a bad date.

This flips the script on what venues are selling. It's not room capacity or ceiling height or how many power outlets you've got per square foot. Instead it’s about memorable moments that stick.

That means getting comfortable with AV partners, entertainment vendors, and even the lighting crew, to help deliver flawless event experiences that guests will remember and share.

The venues crushing it are the ones leveraging hotel guest data to anticipate needs before they arise. When you know 40% of attendees ordered oat milk lattes during their last event, having it readily available isn't overly complicated - it’s just great service. People love it when you anticipate their needs.

Bottom line: Planners notice when you focus on the people in the room rather than just the room itself. And they may even come back with bigger budgets.

Want to dive deeper?

There's plenty more where these insights came from. While we've hit the highlights in this blog, the entire 2025 Cvent Planner Sourcing Report uncovers plenty more details—from sustainability must-haves to the surprising pull of special event venues stealing bookings from traditional hotels and venues.

Download it to get the complete picture. Because venues that thrive won't just be guessing what planners want; they'll already know it in advance.

About the Author

Diana Tamboly is Field Marketing Manager, Europe for Cvent's Hospitality Cloud business in Europe. In her role, she's responsible for setting and delivering the strategic marketing direction for Venue Directory, a Cvent company.