Global DMC Partners Releases Key Findings of Q4 2024 Meetings & Events Survey

Global DMC Partners (GDP), the largest global network of independent destination management companies (DMCs) and specialised event service providers, has released the results of its Q4 2024 Meetings & Events Pulse Survey, a report on what is currently driving decisions in the global meetings and events industry.

With 127 responses collected throughout December 2024 and January 2025, the report covers topics including generational workforce trends, tightening budgets and increasing costs, Diversity, Equity and Inclusion (DEI) integration, sustainability practices and rapid growth of AI adoption. The survey polled meeting and event professionals, the majority of whom are based in the United States (58%), United Kingdom (18%) and Europe - Non-UK (11%), with 7% in Canada.

Respondents were divided between agency/third-party planners (49%), corporate/direct planners (29%), and association and independent meeting planners (17%), as well as suppliers. Respondents were made of 50% Generation X, 25% Baby Boomers and 23% Millennials.

Key insights included: 

• Generational Workforce Trends - Gen X dominates the MICE workforce (50%), with Millennials (23%) closely following Baby Boomers (25%). This mix brings a balance of experience and fresh perspectives to the industry;
   
• Global Budgets Continue to Tighten - Nearly 50% of planners reported budgets staying the same from 2024 to 2025, with only 25% seeing increases, as compared to nearly 40% reporting increases in the last survey. Despite even tighter budgets, end-client expectations for quality and deliverables continue to rise.
   
• Rising Costs - Event planners are still facing notable increases in hotels/venues, F&B, airfare, and A/V costs, adding further pressure to budgets.
   
• International Focus on DEI and Sustainability - International planners lead in both sustainability and DEI. While 32% integrate sustainability into most programs vs. 18% in the US/Canada, the DEI gap is even wider:  41% of international planners include it in most programs, compared to just 23% in the US/Canada. Cost remains a key barrier.
   
• Rapid Growth of AI Adoption - AI use in event planning grew from 48% to 57%, with chatbots (87%) leading the way, followed by grammar checkers (51%) and translation tools (30%). 

Budgets & Costs

Budgets are tightening heading into 2025. As compared to last quarter when nearly 40% reported growth in budgets, more respondents (nearly 50%) are reporting no changes or budget cuts, and fewer are reporting any increase (25%). Regionally, 32% of US/Canada respondents report budget increases compared to 15% internationally. Decreasing budgets were reported by 21% of respondents from both regions. Rising costs in hotels, F&B, and A/V continue to strain budgets, forcing planners to prioritise accommodations while cutting back elsewhere. End-client expectations for quality and deliverables keep rising even though costs continue to strain budgets, making it that much more challenging for meeting planners.

“In addition to our quarterly survey, we have been gathering feedback on industry trends from our highly-valued Customer Advisory Board,” said Global DMC Partners President and CEO Catherine Chaulet. “While many of the themes overlap, we’ve also found that despite facing budget restraints, planners are still expected to deliver tailored and top-notch, immersive and flexible attendee experiences. Sustainability is no longer optional and there is a demand for wellness-focused event formats, healthier, locally sourced food options, and stress-reducing experiences. Tightening budgets is causing more vendor scrutiny, and planners are insisting on no surprise costs or hidden fees.”

Rising Costs

Event planners are still facing notable cost increases across key categories, with the largest percentage of planners reporting spikes in hotels/venues costs (42% of planners are seeing an 11-20% rise) and food & beverage costs (35% of planners report the same rise). Airfare and A/V costs are also still on the rise (nearly 20% of planners report hikes of 21-30% in airfare and A/V costs), adding further pressure to budgets. These escalating expenses highlight the need for strategic adjustments in budget planning and resource allocation to maintain event quality while controlling costs.

Cost Management Strategies

Some event planners are managing rising costs by trying a variety of strategies. A few of the more popular tactics include reducing attendee numbers and exploring second or third-tier markets (more than half of respondents reported sometimes using these options). Other tactics include building in more leisure time, reusing decor and materials across multiple events, and reducing the number of days in a programme. Early contracting also remains crucial to saving. Overall, respondents emphasised the need for proactive, early planning and cost efficiency while maintaining event quality.

Top Challenges

Higher costs continue to be the top challenge for both U.S./Canadian and International respondents, showing a shared focus on managing expenses. While timely approval from decision-makers ranks second across both groups, budget management is a higher priority internationally, whereas finding availability takes precedence in the U.S./Canada. Despite slight differences in ranking, the key challenges remain consistent across regions. 

Top Challenges - Hotels & Venues

Consistent with an earlier 2024 report, over 80% of planners report that higher accommodation rates remain a major challenge most or all of the time. Rising A/V costs are a concern for 65% of planners most or all the time, while 75% struggle with higher-than-expected F&B costs most or all of the time. Respondents highlight stricter contracts, higher prepayment demands, and reduced negotiation flexibility, making it harder to stay within budget. As compared to the last survey, 12% more planners report there is less room for negotiation now. 

Destination Selection

The most important criteria for recommending and selecting destinations is price (accommodation, F&B, taxes), closely followed by the costs of attendee travel and flight availability. The least important criteria include exchange rate, language and destination sustainability.

Planning & Lead Times

Incentive programmes tend to have longer lead times, with 33% of respondents planning 13-24 months in advance, whereas meetings and conferences are often planned on shorter timelines, with 36% being organised just 4-6 months ahead. Many respondents highlighted the challenge of shorter lead times, with factors such as internal schedules and slow hotel response times impacting planning timelines.

Although planners reach out to DMCs on similar timelines as destinations, hotels, and venues, lead times for DMCs tend to be slightly shorter. Planners are generally contacting DMCs 7-9 months ahead, with some even reaching out just 2-3 months in advance. Timelines vary based on when programme details are finalised, with some reaching out as early as 2+ years and others as soon as briefs are received.

DEI, Sustainability & Wellness 

DEI, sustainability, and wellness continue to be priorities in event planning for many. Below are the reported frequencies of incorporating these elements into programmes, as shared by respondents. 33% of respondents report incorporating DEI & Accessibility into most of their programmes, while 25% report rarely incorporating these elements. In terms of sustainability efforts, 50% of respondents say they incorporate sustainability into at least half of their programmes. As it relates to wellness, 55% incorporate components in less than half of their programmes.

International respondents report higher adoption of DEI and accessibility, with 41% incorporating these elements in most programmes and 21% in every programme. In the US and Canada, only eight% include DEI in every programme. 23% include DEI in most programmes - just over half of the 41% reported by international respondents. The most frequently incorporated measures include accessible venues, initiatives that cultivate collective belonging and networking, and a diverse speaker line-up.

International respondents also show greater integration of sustainability, with 55% including it in most or every programme. In the US and Canada, only 19% incorporate sustainability in most programmes, and just 6% do so in every programme. Additionally, 27% of US and Canadian respondents rarely include sustainability, compared to only 9% internationally, reflecting a notable gap. The most frequently incorporated sustainability elements include reducing plastic usage/waste, locally sourced food options and selecting programme components within walking distance.

Wellness Implementation

While wellness isn’t universally integrated into every programme, certain elements are gaining traction. Healthier F&B options lead the way (72% choose these options most of the time or always), followed by relaxing activities. Family-friendly activities, however, remain a lower priority, with 70% rarely or never incorporating them. The most frequently incorporated wellness elements are healthier F&B options, physically active experiences, and relaxing activities.

AI Adoption

AI adoption in event planning continues to grow, rising from 48% last quarter to 57% this quarter. Chatbots remain the most widely used tool, with 87% of respondents utilising them. Other popular tools include grammar checkers (used by 51% of respondents), translation tools (used by 30%), content creation (used by 25%), and note-taking (used by 18%), with a few citing tools like Canva and Zoom AI among other tools.

Microsoft Teams and Zoom dominate technology usage among event planners, with 84% and 78& of respondents using them, respectively. Other widely used tools include Cvent Registration/Attendee Management (60%), Cvent Supplier Network for venue sourcing (54%), and G-Suite (46%). Salesforce is utilised by 25%, while 20% reported using other tools, such as Monday.com, Whova, and Smartsheet.

For the full results of GDP’s Meetings & Events Pulse Survey, please check the report here