Post-pandemic, it felt like we were heading into a buyer’s market. Hotels were hungry for business, perks were flowing, and the negotiating table started to shift in favor of planners.
But fast forward to today? Our project managers are seeing something different on the ground. Hotels are already booking into 2028. And 2026? It's tough out there.
Is it still a buyer’s market? Not exactly. It’s more complicated than that. Let’s look at what that means for your events how you can navigate the current market.
The COVID-19 pandemic significantly impacted the hospitality industry. To stay afloat with the steep rise in vacancies, many hotels shifted their focus to individual travelers and put group business on the back burner.
But as the world reopened, corporate events made a comeback. Companies realized the importance of in-person interactions, sparking a focus on group bookings.
Hotels, eager to fill their event spaces, began offering more attractive packages to corporate clients. That surge in availability created a wave of competition among venues—but it didn’t last long. From 2022 through 2025, demand surged, and space started filling fast. Companies had to move quickly or settle for what was left.
Now, as we look toward 2026 and beyond, the market is beginning to shift again. Availability is loosening slightly, but the need to plan ahead and secure space early is still very real.
At the same time, global trade challenges and rising tariffs are influencing pricing for certain goods and services tied to events—think imported décor, furniture, or AV gear. While you may gain leverage on venue contracts, you’ll still want to factor in these outside variables when finalizing budgets.
How do we know the market is shifting again? There are some signs pointing toward more favorable conditions for buyers—but they don’t tell the whole story. Here's what we're keeping an eye on:
The global events industry has expanded dramatically, valued at around $736.8 billion in 2021 and projected to reach $2.5 trillion by 2035. That growth, driven by increased corporate investment in conferences, trade shows, and incentive travel, has created more demand, but it’s also sparked greater competition among vendors and venues. That competition is creating more room to negotiate.
At the same time, more providers in the market mean greater variety in event offerings and price structures. It’s a good time to push for flexibility and customization, especially if you’re booking multiple events or looking at long-term partnerships.
That said, the broader market still has pricing variables tied to global supply chain issues, so it’s worth locking in costs early when possible.
New hotels are popping up across the U.S., and that growth is helping ease some of the pressure on availability. In 2025, the industry is set to add 779 new hotels and over 85,000 rooms. In 2026, another 928 hotels and more than 100,000 rooms are projected.
This increased supply gives you more choices and potentially more perks. Think discounted room blocks, complimentary meeting space, or multi-year deals with built-in savings.
But those perks aren’t automatic. They take planning, timing, and knowing how to ask.
Budgets are growing. Global corporate event spending is projected to increase from $313.42 billion in 2025 to $591.38 billion by 2030. Companies are prioritizing live events again, investing more in experiences that bring teams, clients, and communities together.
That demand means suppliers are still busy, but it also means they’re willing to compete for the right kind of business. This is where multi-year contracts, bundled services, and creative proposals can give you an edge.
AI and data tools are making event planning faster and more informed. According to recent reports, 75% of professionals are using AI at work, and nearly half started doing so in just the past six months.
In event planning, that means faster venue searches, smarter registration flows, and better data on what attendees actually want. For procurement teams, it means clearer insights and more efficient planning—all helpful when you're trying to stretch your budget and timeline.
Tune into HopSkip’s venue sourcing podcast episode featuring our CEO, Brian Kellerman, as he talks about the future of venue sourcing and event tech. Learn how to strike the right balance between embracing new tools and maintaining strong venue partnerships.
We’re hearing the same thing from planners: availability is tight, prices are climbing, and timelines are stretching. Our project managers have been in the thick of it, and they’ve pulled together a few strategies that can help you move forward with confidence:
GoGather’s event management team works closely with venues around the world. We know what’s available, what’s realistic, and how to make your dates and budget go further.
We operate on a flat-fee model, so you always know where your money’s going. No surprises—just a plan that works. Schedule a meeting with our team to talk about your event goals and strategy.