2026 corporate event trends guide

A new era of intentional events.

If 2025 was the year everyone tried to “get back to events,” 2026 is the year people stop doing events on autopilot.

Across the board, planners are being asked to think less about filling an agenda and more about building an experience that respects time, budget, and attention. Attendees notice, and they’re voting with their feet.

The core theme of 2026: strategic, intentional, experience-led events that actually justify the time and money people spend to attend.

Brian KellermanCEO, GoGather

“The check-the-box version of planning will die.”

Dave WagnerPresident, GoGather

“2026 is the year of intentional gatherings.”

The growing pressure on planners.

The planning side of events has never been more demanding. Attendees want more. Leadership wants more. Budgets? Not so much. And most teams don’t actually know how to adjust their playbook to match these changes.

It’s showing up in the data: event satisfaction fell 8% from 2024 to 2025, and two-thirds of planners report flat or reduced budgets, even as suppliers raise prices.

Leslie TaborgaDirector of Strategic Partnerships, GoGather

“Leaders want more for less. We’re seeing tighter budgets, but expectations keep climbing. Especially around content and engagement. They still want the ‘wow’ without the extra dollars.”

Katie Moser StuckDirector of Business Development & Marketing, GoGather

“There’s so much scrutiny around budgets. Marketing budgets are getting cut, and events have to prove their value. It’s no longer enough to host an event because ‘we always do this event.’”

More event complexity, less slack.

Budgets aren’t stretching the way they used to, and the pressure is showing up everywhere — from sourcing to contracting to F&B.

According to AMEX’s 2025 Global Meetings Forecast, meeting costs are expected to climb 5–7% annually. The CWT/GBTA 2026 Business Travel Forecast echoes this, with hotel group rates, F&B, and staffing all trending upward. They project costs to rise another ~2–2.5% in 2026 as inflation cools.

That tightening is creating real friction at the contracting stage:

“People miss the fine print in contracts. Things like whether service charges are taxable or what fees are being added for bartenders, chefs, waste removal. Those ‘little things’ can blow up your F&B budget.”

— Leslie Taborga

And while costs rise, decisions aren’t happening any faster: “Decision-making processes don’t seem very speedy. Geopolitical uncertainty and what’s happening in the U.S. and around the world still impact how quickly people commit.”
— Dave Wanger

On top of that, attendee behavior has shifted, affecting forecasting: “Attendees are booking conference hotels later and later, right up against cutoff dates. That makes attrition and pickup more risky and complicates revenue planning.”
— Shannon Fouts

Budgets: Flat on paper, shrinking in reality.

While some organizations report slight increases, Forrester notes that even among the 19% who saw budgets go up, inflation means real purchasing power is effectively flat or down. At the same time, suppliers aren’t rolling back prices.

Where event spend is shifting:

Away from generic add-ons and “checklist” line items
Toward experience design, content quality, and attendee engagement
Toward branding and cohesive design that makes the event feel intentional, not pieced together

man giving a presentation during a corporate conference

Macro shifts: Destinations.

google map-1

The usual suspects (Orlando, Dallas, Phoenix, Las Vegas) are still pulling plenty of interest for corporate events.

But we’re also seeing more recently popular markets gain traction as we look ahead to 2026:

Nashville, Kansas City, Baltimore, Fort Lauderdale, Denver, San Diego, Phoenix
Internationally: Lisbon, Madrid, Amsterdam, London, Cabo, Toronto

Clients want a mix of accessibility, affordability, and a city with a distinct vibe.

At the same time, many clients return to the same property year after year because of convenience or existing relationships.

That creates a different challenge: how do you keep a repeat venue from feeling like a repeat experience?

We’re seeing more emphasis on:

Rotating spaces and room configurations
Outdoor functions and off-site evening experiences
Local partnerships (artists, musicians, wellness providers, nonprofits) to keep the event feeling new

Events are no longer defined by how full the agenda is, but by how the experience feels for attendees and stakeholders. Attendees crave immersive, interactive, and shareable experiences, like:

Build-your-own gifting (hats, bags with patches, custom swag bags)
F1 simulators, VR play zones, and content creation studios
Give-back experiences: assembling kits, building bikes, local community projects
Late-night lounges that invite unstructured networking instead of rigid receptions

Sponsors and exhibitors are part of this shift too. It’s not enough to buy booth space; they must bring something meaningful.

“Shareable experiences are huge: things people want to post on LinkedIn or Instagram. Headshot stations are still wildly popular because they offer lasting value.”

Shannon FoutsProject Manager II, GoGather

“Sponsors are financially critical, but they can’t feel like a constant hard sell. We’re working more on environments where exhibitors add value with case studies, insights, and conversations — not transactions.”

Brian KellermanCEO, GoGather

“People are looking for things that tie directly into their business objectives. A wellness brand wants wellness activations. Experiences are being designed to reflect what the company actually cares about.”

Dave WagnerPresident, GoGather

“We’ve created media rooms where attendees can record content, added personalized gifting stations, and even F1 simulators. People love experiences that feel tailored, not generic.”

Valentina PerezProject Coordinator, GoGather

The days of “big room, long talk, repeat” are fading fast.

Planners and attendees alike are gravitating toward:

Fewer sessions that go deeper
Theater-style experiences and live storytelling
User-generated moments (live Q&A, interactive walls, audience insights)
Peer-to-peer learning: panels and sessions led by people “in the trenches,” not only executives

Attendees want solutions to their specific problems. They could go to AI tools and get generic answers, so event content has to deliver insights they can’t find anywhere else.

That means you need to deliver:

Segmenting content by ICP or persona
Designing sessions around real-world case studies
Curating speakers who are practitioners, not just polished presenters

Event attendees are more selective and demanding:

People are registering later
They expect more interactive, personalized experiences
Satisfaction dropped 8% in a single year as events failed to keep up

This is pushing planners and agendas toward:

Shorter sessions
Keeping wellness in mind
Choose-your-own-breakout structures
More small-group formats
Pre/post-event designs that consider families, local attractions, and leisure time

“Gen Z wants everything on their phones. They’re into wellness activations and less heavy drinking. Gen X tends to love gifting and swag. Tech clients in general are more socially conscious about waste and digital-first communication.”

Sierra GillisProject Manager, GoGather

“Attendees are looking for more flexibility and wellness-forward experiences. They want the freedom to spend time outdoors, pick healthier F&B options, customize their schedule, and choose breakouts or activities that fit their style. It gives them more control and makes the event feel more meaningful.”

Madison ShepherdMarketing Specialist, GoGather

"Attendees are leaning away from jammed schedules. With so much content available virtually, they want more networking and social time at in-person events.”

Hannah BaumgartnerProject Contractor, GoGather

“People are very selective about which events they attend. They’re intentional with their time onsite and won’t tolerate wasted time. If they don’t see value, they skip ancillary events.”

Brian KellermanCEO, GoGather

AI is very much here, but mostly behind the scenes. This is where the biggest opportunity lie for planners in 2026:

How AI is being used in events (high adoption): Content creation
Data analysis
Post-event content repurposing

How AI is being used in events (low adoption): AI chatbots
Attendee-facing personalization
AI-driven networking
Real-time behavioral insights

What planners should track using AI.

Budget vs. actual spend
Room block vs. actual pickup
Registrations vs. onsite headcount
Session attendance + engagement
NPS scores + post-event surveys

Production is moving beyond big LED walls for the sake of it. The best events combine visual impact with emotional resonance.

Simple changes (like alternate seating colors, unexpected entrance experiences, or different room layouts for each general session) can refresh a space without blowing your event budget. From GoGather’s affiliate partner Tallen:

Tamesis BatisteDirector of Enterprise Events, Tallen

“Technology is incredible, but the heart of a great event comes from pairing it with those theatrical, human moments that spark connection. It’s not about using tech as the whole vision. It’s about using it to support a creative idea and bring a sense of inspiration into the room.”

Victor JohnsonProduction Designer, Tallen

“Immersive design isn’t a trend anymore, it’s an expectation. Attendees want to feel the same energy the presenters feel on stage, and that comes from blending smart visual tech with thoughtful, emotional touches. When every room shift or scenic change feels intentional, the experience becomes unforgettable.”

Operationally, 2026 still carries many of the constraints planners have been dealing with since the pandemic. And behind all of this is the human reality for planning teams: more responsibility, more tools to learn, no extra hours in the day.

Source smarter, not harder.

Shorter lead times are still causing headaches
Markets remain impacted due to high demand
Popular properties are more selective and harder to contract
Creative contract negotiation is a valuable skill

Avoid the pitfalls that slow you down.

Repeating last year’s plan
Choosing venues before establishing goals
Reusing old budgets without adjusting for destination variances
Overshooting expectations vs. budget
Under-investing in attendee marketing
Not centralizing planning tools

Plan like a team, not a solo act.

Speak up to leadership when something won’t work
Don’t take on everything yourself, build the right team
Lean on trusted partners
Stay on trends but adapt them with intention
Keep your priorities clear from day one
Take care of yourself; burnout doesn’t help anyone

What's next for incentive travel?

75% agree incentive travel remains a powerful motivator, but delivering that impact is getting harder every year. Rising costs, geopolitical risk, trade tensions, AI disruption, and demographic change are reshaping programs.

Here's what we’re seeing for 2026/2027:

Multi-stop incentive trips (city + countryside, urban + resort, etc.).
Greater interest in “cool cities” over purely beach destinations, especially among U.S. travelers heading to Europe.
Programs that lean into local culture and artistic experiences:
- Live portrait painting
- Local artist collaborations
- Curated neighborhood experiences

group of attendees having dinner during an incentive trip

What to do now: A 2026 planning game plan.

Pulling all of this together, here’s how you can act on these trends for your upcoming events.

1. Start with the “why” before anything else.	Clarify goals, outcomes, and attendee needs before you select a destination, property, or format.
2. Rebuild your budget from the ground up.	Don’t rely on last year’s numbers. Factor in: Current F&B rates, service charge and tax rules. Local wages and staffing costs. Realistic A/V and production costs.
3. Refresh repeat venues with intentional design.	Rotate spaces, change layouts, add local experiences, and rethink how sponsors and activations show up in the environment.
4. Design for choice, not overload.	Fewer sessions, more targeted tracks, shorter formats, and flexible networking help align with modern attendee behavior.
5. Get serious about measurement.	You should be tracking: Budget vs. actuals Registration vs. actual onsite Room pickup Session attendance NPS and qualitative feedback
6. Don’t plan alone.	When budgets tighten, the answer isn’t ‘do more yourself.’ It’s surrounding yourself with a great team and partners who can carry part of the load.

2026 corporate event trends guide.

A new era of intentional events.

2025 events by the numbers.

The growing pressure on planners.

More event complexity, less slack.

Budgets: Flat on paper, shrinking in reality.

Macro shifts: Destinations.

6 core event trends for 2026.

Trend 1: Experience-first event design.

Trend 2: Formats & content are getting sharper.

Trend 3: Attendee behavior is redefining agendas.

Trend 4: Technology, AI, and the data that matters.

Trend 5: Production that balances tech and emotion.

Trend 6: Logistics, operations & planning strategy.

What's next for incentive travel?

What to do now: A 2026 planning game plan.

Where to go next.

Planning your 2026 or 2027 events?