Cvent and Venue Directory MICE Sourcing Volume Sets New Records in 2024

Cvent announced that MICE sourcing volume through its online channels set new record highs in 2024, surpassing pre-pandemic numbers for the first time.

Last year, $16.5 billion (£13.1 billion) of MICE business volume was sourced through the Cvent Supplier Network, one of the world’s largest MICE hotel and venue sourcing marketplaces. $577 million (£456.5 million) in confirmed bookings revenue came via Cvent-owned Venue Directory, a leading platform for sourcing and booking MICE business in the UK and across Europe, exceeding previous pre-pandemic records by 75%.

These significant milestones underscore the value that organisations place on meetings and events in achieving critical business objectives. Notably, early MICE sourcing trends reflect continued positive momentum in 2025, driving strong demand for technology and AI-powered solutions for hotels to manage increased RFP volume more efficiently and exceed planner expectations.

The positive sentiment is further supported by key insights from the 2025 Cvent Planner Sourcing Report: Europe Edition, which revealed that 60% of planners expect in-person meetings to increase in 2025.

"MICE business is immensely important to the hospitality industry, driving both high-margin revenue and occupancy rates,” said Bharet Malhotra (cover photo), Cvent Executive Vice President and Head of Hospitality. “We were thrilled to see MICE sourcing volume reach new heights in 2024, and strong early sourcing trends give us confidence that corporate spending on in-person meetings will continue, delivering significant benefit to hotels and venues across Europe and around the world."

“The remarkable growth we saw in 2024 is a testament to the important role in-person experiences continue to play in enabling and accelerating organisational success,” said Jason Gutteridge, Director of Sales & Operations, Venue Directory.

“Our platform’s success highlights the value we bring to hotels and venues across Europe looking to connect with event professionals and collaborate with them to deliver exceptional meetings and events. As we look ahead to 2025, we are excited by the positive trends and are committed to continuing to support our hotel, venue, and event planner clients through innovative new products, enhanced advertising opportunities, expansive data security and privacy standards, and robust customer support.”