Meetings and Events: Insights from Skift Meetings’ Megatrends 2025 Report

The Skift Meetings Megatrends 2025 examines the pivotal shifts shaping the meetings and events industry in the year ahead. This report dives into the transformative forces redefining how we connect, collaborate, and create experiences. From AI-powered personalization revolutionizing event design to the growing demand for authenticity, sustainability, and mental well-being, the landscape of events is evolving at breakneck speed.

But with change comes opportunity—and challenges. How will you harness new technologies while maintaining the human touch? How can planners adapt to an increasingly diverse and multi-generational workforce? What strategies will ensure your events resonate with audiences craving purpose and connection?

This report isn’t just about trends—it’s a blueprint for staying ahead in a competitive, rapidly evolving industry. Read on to discover the insights and strategies that will define the future of events. The report reveals a dynamic landscape shaped by transformative forces, from artificial intelligence and sustainability to mental health and generational inclusivity.

Increasing Capabilities

Personalization in events has been a tantalizing promise for years, often touted by event tech platforms but rarely executed with the depth and precision attendees hope for. Planners wanted to deliver unique event experiences, but the technology couldn’t adapt to attendees’ needs and wants. On the other hand, attendees expected personalization akin to what they received from brands like Netflix or Spotify, only to be met with generic agendas and one-size-fits-all networking.

The problem wasn’t intent; it was capability. Legacy systems and manual data processes couldn’t process the vast amounts of data needed to understand individual preferences and behaviors at scale. Thanks to advancements in artificial intelligence (AI), the promise of creating genuinely tailored event experiences is becoming a reality.

However, the shift is less about AI and more about planners changing how they structure their data and events. One of the most impressive abilities of Large Language Models like ChatGPT is sifting through mountains of data from multiple sources — such as registration forms, tracking data and survey responses — to identify patterns. Analyzing data is one of the keyways that AI is make personalization scalable. However, these advancements in cleaning and analyzing data do not directly deliver more personalized events.

Accurate recommendations for people to meet and sessions to attend are at the core of the event’s personalization promise. Recommendation engines don’t work with generative AI, they work with predictive AI, a field that has not seen the same attention as generative AI. Predictive AI works behind the scenes, but make no mistake, they are crucial to the inner workings of internet giants like Google and TikTok.

Event tech companies offer solutions capable of making high-quality networking and session recommendations. However, a few other elements are needed to make event personalization come together.

Tim Groot, CEO of networking-focused event platform Grip, has worked on this challenge since the company’s inception almost 10 years ago. Groot says the first step in solving the event personalization challenge is gathering high-quality data on attendees and content.

While clean data is crucial, it won’t solve event personalization alone. As Groot said, “Session recommendations won’t have much impact unless the right people are in the room,” said Groot. His comment reminds us event tech is only one part of the event personalization solution.

Groot added, “It may be more powerful to use AI to create the right sessions instead.” Creating the right sessions in the first place is also an essential part of effective event personalization. The good news is that generative AI excels at looking through survey response data. Creating the right sessions for the audience begins here.

Generative AI also excels at helping marketers create the right messages at the right time. After all, a personalized event experience starts with marketing. Singulate, a new generative AI personalization marketing platform, is just one example of marketing technology designed to personalize communication at scale.

The benefits of event personalization go beyond offering a “wow” factor. Personalization will have a measurable impact on engagement, increasing return on investment (ROI). Attendees with a tailored experience are likelier to have a positive experience. Sponsors and exhibitors also stand to gain. Successful event personalization will generate better sales opportunities, resulting in improved exhibitor satisfaction and boosting revenue opportunities for event organizers.

Perhaps the most promising element of event personalization is its emotional impact of feeling seen and understood, which will boost brand value.

Trends Redefining the Events Landscape

1. Events Have Become More Strategic: “Today’s events must go beyond flawless logistics to deeply align with business initiatives,” Van Dyke states in the report. Events must begin with a deep understanding of their purpose. Creative Group advocates for aligning all aspects of event planning with business initiatives, ensuring every element—from agenda to attendee engagement—supports organizational goals. By starting with the “why,” planners can craft experiences that not only meet attendee expectations but also drive organizational objectives forward. This more intentional design focus is the crucial middle between events that check a box and events that move the needle.

2. Addressing Generational Shifts: With Millennials and Gen Z comprising an increasing share of the workforce, event strategies must reflect values like sustainability, inclusivity, and experiential depth—with more immersive and interactive experiences. Creative Group’s methods integrate these elements seamlessly, ensuring events resonate with all age groups while fostering connections across diverse demographics.

3. Immersive and Interactive Engagement: Understanding the purpose of an event also shapes how planners design interactions. Creative Group incorporates principles of behavioral economics—awareness, engagement, and nudges—to create meaningful moments before, during, and after the event, ensuring participants stay inspired by and connected to event messaging, brand and core business objectives.

 

Meeting New Expectations in 2025

Sustainability as a Business Imperative

As sustainability becomes non-negotiable for many attendees, Creative Group emphasizes adopting eco-friendly practices, such as waste reduction and locally sourced elements, to meet expectations while reflecting each brand’s business values.

Mental Health Integration

Event designers are increasingly tasked with addressing attendee well-being, making it essential to create events that reduce stress and promote emotional connection. Creative Group’s approach integrates wellness strategies that are empathy-based and customizable to meet the needs of the modern attendee.

Looking Ahead

Creative Group’s contributions to the Megatrends 2025 report reinforce the idea that understanding the “why” behind every event is crucial in today’s meetings landscape, especially critical given the additional scrutiny on event budgets in 2025. “Corporate events are no longer about simply gathering people for a single objective—they are about achieving complex business challenges, reinforcing organizational culture, boosting brand loyalty, and recognizing and retaining top talent,” says Van Dyke.

In Conversation

Q & A: INTENTIONAL EVENT PLANNING FOR A NEW ERA OF ATTENDEE

The Report features an insights interview with Melissa Van Dyke, Senior Vice President of Integrated Marketing, Design, and Innovation, Creative Group. With an office in Toronto, Creative Group’s expertise underscores how strategic event design can address complex organizational goals while delivering exceptional attendee experiences.

How do you define “intentionality” when it comes to planning meetings and events?

We believe exceptional event design starts with intentionality — meaning that a purposeful approach drives event architects to clearly define the “why” behind every element. Designing with intention means every decision is a deliberate step toward achieving the event’s goals. Our job as designers is no longer to flawlessly execute the standard agenda at the lowest cost but to ensure each dollar spent has been intentionally invested in inspiring the change the organization desires. Intentional design is the crucial middle between events that check a box and events that move the needle.

What has caused this intentional approach to gain prominence with today’s meeting planners?

As remote work continues to shape workforce dynamics and distributed workforce models become the norm, the events industry has evolved in tandem. Organizations are rethinking their event strategies and placing greater emphasis on strategic investments, budget scrutiny, and measurable outcomes — sometimes referred to as the “return on experience.”

Today’s audiences expect more than flawless logistics. They crave immersive experiences that align with their values and aspirations while seamlessly integrating messaging and branding. It’s about creating meaningful moments and shared emotional experiences, as these human connections are our most valuable currency.

This emphasis on intentionality is more relevant than ever. By 2030, millennials and Gen Z will account for 65 percent of the U.S. workforce, bringing new expectations around communication, work-life balance, technology, and growth opportunities. These generations prioritize values like inclusivity, sustainability, and social equity, and they expect employers and event hosts to mirror these commitments.

These considerations can’t wait. Large-scale events — such as conferences and incentive travel — are often planned years in advance. Incorporating the needs and expectations of this rising cohort today is crucial for creating experiences that resonate in the future.

Can you provide some specific, actionable strategies for creating empathy-driven event experiences that make attendees feel seen and valued?

Empathy begins with knowing attendees beyond demographics by considering generational values, cultural nuances, and accessibility needs. These insights ensure events feel inclusive, relevant, and welcoming. In today’s overstimulating world, designing moments to soothe the parasympathetic nervous system helps attendees feel calm and centered, enabling better learning and authentic connections. Examples include quiet recharge spaces, relaxation stations with guided meditations, or pop-up wellness activities like breathwork sessions. Thoughtful takeaways, such as grounding stones or essential oils, can also help attendees find balance throughout the day.

Empathy extends to emotional connection. For instance, an awards ceremony can enhance nominees’ excitement with touches like heartfelt video messages from loved ones or surprise performances by favorite artists, leaving a lasting impression. Empathy also allows attendees to choose how they engage. At a tech product launch, this might mean offering hands-on demonstrations for tactile learners, interactive Q&A sessions for engagement, and beginner-friendly content for newcomers.

Ultimately, empathy-driven events create personalized moments, comfortable environments, and tailored experiences that align with attendees’ needs, learning styles, and emotional states, leaving them feeling valued and connected.

How can interactive and immersive elements strengthen two-way event communication to better engage attendees before, during, and after an event?

We find that incorporating three behavioral economics principles — awareness, engagement, and nudges — can effectively engage attendees before an event.

Awareness (purpose): Highlight the event’s purpose to create meaningful connections. For example, share personalized stories about the event’s impact or purpose-driven initiatives like sustainability efforts or community support.

Engagement (goal commitment): Encourage goal-setting by involving attendees in pre-event challenges, such as networking goals or completing knowledge-based quizzes that tie into event themes. This builds commitment and anticipation.

Nudges (novelty): Use creative prompts like countdown emails with surprises or exclusive content, such as sneak peeks of keynote speakers or event gamification, to spark curiosity and excitement.

What are some effective methods for tailoring events to address the different values and priorities of Gen Z, millennial, Gen X, and baby boomer attendees?

Each generation brings unique values, expectations, and ways of engaging with the world. Recognizing and embracing these differences is essential for creating meaningful experiences. For instance, millennials and Gen Z see sustainability as a core value — not a trend — demanding authenticity and systemic commitment. They appreciate initiatives like waste reduction, locally sourced food, and biodegradable materials. Meanwhile, Gen X and baby boomers may prioritize practicality and long-term impact, responding to efforts like carbon offsets or cost saving measures. Incorporating elements such as sustainable hotels, eco-friendly signage, and renewable energy investments can bridge these generational priorities.

Tailored messaging is key. For millennials, emphasizing waste reduction and promoting sustainable practices can go a long way. Millennials and Gen Z are also drawn to companies prioritizing diversity, equity, and inclusion (DEI). Events featuring diverse speakers and reflecting various perspectives will resonate strongly with these audiences. For Gen X and boomers, highlight tangible benefits, such as cost savings or environmental restoration. Consider traditional philanthropic efforts, like silent auctions supporting social justice.

Finding common ground is equally important. Shared initiatives, such as sustainable transportation, plant-based meals alongside traditional options, and inclusive dietary accommodations, can appeal across age groups. Activities like beach cleanups or tree planting unite participants around a meaningful purpose.

Finally, reflect diversity in speakers and content and consider one-for-one gifting brands to add universal appeal. By aligning with generational values and identifying areas of convergence, events can be authentic, inclusive experiences for all attendees.

Since joining Creative Group in 2019, Melissa Van Dyke has held key leadership roles, including serving as the Inaugural Vice President of Design and Insights and the first Senior Vice President of Global Customer Experience and Operations. She has been recognized multiple times for her influence in the industry, including being named one of the “Top 25 Women in the Meetings Industry” by Meetings and Conventions Magazine and selected as one of the “Most Influential People in the Incentive Industry” by Incentive magazine.