In the latest Northstar/Cvent Meetings Industry PULSE Survey, conducted in partnership with Phocuswright, planner sentiment appears to have plateaued but remains largely optimistic. That said, planners appear to be growing more cautious, as booking meetings has dropped slightly while active sourcing and researching are on the rise.
Among other takeaways from this cycle:
- After declining a bit in the previous cycle, the perceived value of meetings in North America has reversed course and is surging, with 82 percent saying events are more valuable than other business initiatives. EMEA planners tell a different story.
- Rising costs continue to be a top challenge, but the percentage of planners anticipating higher meeting volume and increased attendance in 2027 is up year-over-year.
- More than half of respondents either have or are considering implementing policies that curb the use of AI wearables such as Meta glasses at their events.
For additional insights around booking windows, sustainability, service satisfaction levels and much more, download a free copy of the Northstar/Cvent Meetings Industry PULSE Survey report.
About the Survey
The Northstar/Cvent Meetings Industry PULSE Survey was first launched in 2020 to track changes in planner sentiment and expectations throughout the pandemic. Northstar continues to survey event planners regularly to assess how current challenges and trends are shaping the industry. Produced in partnership with meetings technology provider Cvent, the survey has expanded beginning in June 2026 to include research collaboration with Phocuswright, a division of Northstar Travel Group and the market leader in travel industry research.