Meetings and Events: Technology Tools and Trends and Benchmarks
By Robert O'Halloran Professor & Director, Hospitality Management, East Carolina University | June 2025
Meeting attendees and delegates are looking for value and the opportunity to get something out of a meeting, event, or conference they are attending. Recent economic slowdowns have shown that companies understand the value of their business events
in engaging customers at third-party trade shows and their events, as well as engaging and rewarding their employees so that any impact will be minimal. The focus on creating value will ultimately impact the attendees’ engagement and the event’s overall structure. In 2025, corporate events are all about creating immersive, interactive, personalized experiences that have a lasting impact. Whether you’re planning a high-profile conference, a team-building retreat, or a client mixer, the future of events looks incredibly exciting.
Putting on a successful event means having new ideas, venues, themes, technology, ease of access, and data security. Cvent has discussed some of the following trends.
1. Personalization
Personalization: Think about how the internet tracks sites you visit and your use of the internet in general. In the future, you will see pop-up ads, sites you may like, and people you may want to follow. Look at your history on Facebook, LinkedIn, etc., and the similar opportunities on different sites. Meetings and events are going to point to you similar interests and sites. There is something in those algorithms! Event technology will suggest meetings, conferences, trade shows, etc., that match your interests. Once you are at the event, they will suggest on-site activities and networking.
2. Artificial Intelligence
AI will drive productivity and partnership: AI is everywhere! The latest ICE Benchmarking survey reveals that 41% of event planners use AI for content generation, logistics, and data analysis. At the same time, AI topped the list of technologies meeting professionals plan on using, according to Amex GBT’s 2025 Global Meetings & Events Forecast. For example, the Cvent Supplier Network uses natural language processing to help you find the best options.
3. Data Activation
Data activation is still a challenge: How much data is too much? The identification and analysis of data can and will be helpful. Start by identifying the event metrics you need and using event technology to capture and consolidate your data.
Meetings and events are built on relationships: Events offer the opportunity to develop connections and cultivate loyal communities. In contrast, collaboration between event professionals, hotels, venues, CVBs, and suppliers is the engine that keeps the industry going. For example, engagement scoring tools are an excellent tool for this task. Define engagement for yourself and what metrics you need to create standards and justifications.
4. Field Marketing Events
Field marketing events: Recall the hospitality and tourism success of many small and rural towns and destinations during the pandemic. Smaller locations were created because the collective efforts of local professionals coordinated local efforts.
5. Event Marketing
Event content, year-round marketing campaign: Attendees expect relevant content and personal experiences at meetings today. So, planning sustainable events where presenters provide content multiple times in diverse sessions and related topics. For example, when we (faculty) talk about guest service for meetings, events, and hospitality operations, guest service content, applications, and strategies are also relatable to other related sectors. In our program, we have connected with retail operations, grocery, healthcare, human resources, and more. Service content repurposed!
6. Event Locations
Unique venues and destinations : Unique venues are always an attraction. Assess your property for unique venue space that could be created and/or existing space that a new venue can add. Events hosted at diverse venues, hotels, destination venues at restaurants, supper clubs, theaters, destination music venues, and other locations engage residents, potential guests, and regular customers to make better connections.
An example of a great local venue is the Angus Barn Pavilion in Raleigh. This venue is a long-time family steakhouse that has evolved to include the Pavilion. It maintained a strong connection with its guests while engaging new opportunities. Another example in North Carolina is the Biltmore Estate, a mainstay as a tourism attraction and wedding venue. The Diana at Biltmore is an example of a space that was always available on the estate, and it has evolved into a specialized venue for weddings and events overlooking the Biltmore House. As is the case for many operations, being innovative and offering uniqueness is a demand generator.
7. Technology
Technology supports accessibility to best practices: Keep up with evolving accessibility laws and guidelines to stay informed and compliant. The resource regulations include the Americans with Disabilities Act (ADA), Web Content Accessibility Guidelines (WCAG), and the European Accessibility Act (EAA). As the topic title notes, research best practices in competitive meeting venues and destinations.
8. Data Privacy
Tools for data privacy: Efforts to prevent data breaches, cyber security, and encryption tools to protect the data of guests and attendees are vital. For example, technology for registration, payment, links to lodging, and more can provide added security for guest data. It is also essential to let your guests know what you are doing to protect them, thus enhancing the guest experience.
As a resource, Cvent also offers a Trends Report for more in-depth discussion and information.
The Meeting Experience
As noted by many, meetings and events are more and more about the experience. That can mean the location, destination venue, and the activities offered to share the meeting content. As noted, good teaching is a good comparison for successful meetings. Students, professional learners, and networkers are more drawn to a mix of activities that share information and utilize multiple methods to engage meeting attendance and, in my case, students. I am a competent lecturer, but sixty minutes of talking is likely not the best method to ensure learning when planning a course session. A mixture containing mini-lectures, slides, and discussion in what is referred to as the Socratic Method and is more engaging. Similarly, meetings and events can offer both hybrid and immersive experiences.
Think about the last conferences, trade shows, and guest speakers you attended and enjoyed. Did you leave these events with any takeaways? Did you learn anything? For example, in the past, I was a regular participant at the International Hotel and Lodging Show in New York City and the National Restaurant Show in Chicago. Our program (university) had a booth with a display and materials for distribution. Our goals and objectives were to be present and use these opportunities for marketing, sales, and promotion.
In our case, we targeted contacts, potential students for either a graduate or undergraduate experience, alumni for maintaining the network with our program, and potential recruiters of our graduates and students for internships and entry-level employment. As times changed, I attended these events less, and the events in the case of the hotel show changed. This past year, we had a team of people to staff/work the booth at the National Restaurant Show. This was the first time I had attended the show in several years, and we were examining the return on investment of the show.
Budgets have tightened, so there needed to be a reasonable return and as referred previously, a return on the relationship. As we worked the show, our team, wearing branded polo shirts with the ECU Pirate on it (A Pirate is our mascot), I was pleased to note how often, walking the various isles, I heard "Go Pirates" coming from a diverse group of vendors and sources. To accomplish our connections, this networking, plus the booth traffic and attendance, made for a positive experience and ROI.
For large vendors, equipment companies, product companies, and brands, these can be selling and networking shows. In addition to the trade show floor, educational workshops, keynote speakers, panels, and booth display activities are offered to engage attendees. 2025 is all about blending the digital and in-person worlds into a seamless experience. Additionally, think of virtual reality (VR) break-out rooms, augmented reality (AR) product demos, and fully interactive live-streaming experiences that allow remote attendees to feel as engaged as those in the room. Meetings and events are now focused on providing personalized experiences for attendees. From badges and QR codes for scanning across the breadth of the event to wellness areas, providing meeting attendees with a way to take a break, recharge, and then engage again. Maybe the catchphrase is something like Attend, Engage, Recharge, and Repeat!
Meetings and events also connect with sustainability practices and going green. The way events are designed is going green; digital signage replaces paper materials, and paperless registration is a must. Meeting and event technology going beyond includes event apps that help you schedule one-on-one meetings, virtual business card exchanges, and personalized event itineraries. Recall that we discussed "experiences,” and that meetings and events must provide that opportunity. Meeting attendance may suffer if attendees feel the event is "same old, same old."
From a planning perspective, think about what you want from the event or meeting and how to get there with innovative and unique channels. For example, a hands-on workshop, a VR demo, and or immersive product experiences give the meeting attendees takeaways. As I previously noted, our program booth, meeting, and event attendance have been beneficial. This event can also be a great learning opportunity for students. Depending on dates and times, our programs have historically tried to bring students to these events for the experience and to help market their program. This opportunity provides the students with the event experience and a hands-on sale and promotion opportunity. The students practice their elevator speeches but adapt those for their chosen program(s). Who does not want to hear from a satisfied customer? Successful graduates are our best marketing and promotion tools!
Planning for Meeting and Event Success
As noted above, planning for events as a vendor, attendee, or event host is a process. On the host side, what are the goals of the meeting or event, and how will one measure success? Or, as indicated, what is your ROI or ROR? Also, in planning, be fully aware of the diversity of available tools to help make your event or meeting successful. Technology and AI, in particular, are more critical than ever.
To make your events and meetings optimally effective and efficient and earn excellent ROR scores, or some might refer to them as satisfaction scores, plus a solid return on investment, it is hard to imagine meetings and events without technology. Event and meeting hosts need to plan their goals and objectives, set their metrics, and then focus on personalizing their events for their attendees. We have also discussed experiences, mental health considerations, and sustainability. Additionally, we must consider the multigenerational aspects of events and meetings; how do we make the event work for everyone? I am a Baby Boomer generation person, but Gen Z is on the scene, and their need for technology is different from mine.
Additional trends and observations noted in the literature include that virtual and in-person events can go hand in hand, venue selection aligns with experience, AI is key, using technology can bring events together, Use your data to make decisions, and provide opportunities for attendees and meeting planners and operators to be innovative. Creativity and innovation in events are key to staying ahead of the curve. The data available from previous events, current research, and innovation can and should be utilized to make decisions for meetings and events. Consider the event data, attendees’ numbers, including sessions attended, booth visits at trade shows, participation in educational programs, company affiliation and registration, length of stay, and size of groups. This data can be examined via operational technology connections and AI to offer a more personalized and better experience.
Technology has the potential to create an even better guest experience by facilitating event navigation and scheduling, building a sense of community, enhancing the attendee experience, making networking easier and offering broader reach, delivering personalized experiences and recommendations, improving follow-up, connecting guests to special offers and amenities, support guests with specific needs and encourage and create opportunities for interactions.
Teaching Meetings and Events
Most hospitality programs offer courses, concentrations, and/or certificates in meetings and events. Our program is no different, and the courses that revolve around planning, production and delivery, sales, and marketing of events need to include technology options that can optimize the meeting and event experience. A virtual event is one where individuals experience the event and its content online rather than gathering in person. Think of the options that one has for virtual events. They can include webinars, virtual conferences, internal or external hybrid events, virtual exhibitions, virtual seminars, and virtual trade shows.
Conceptually, some people, including students, think of events as in-person. The train of thought is understandable. However, the pandemic has forced the issue of virtual learning, virtual events, and the return to the classroom and/or in-person events is taking time. However, Forbes indicated that trade shows will come back and that we’ve already seen it. However, trade shows, meetings, and events need to be approached differently, and having the right strategy in place will help you thrive in the virtual world. For events, people travel, get to see new places, and experience different opportunities. Meetings and events can be global and domestic, and attending via your computer is not something some people have in mind.
Similarly, in education, we are trying to blend the best practices of meetings and events with technological applications and virtual opportunities for course content. Meetings and events education can be framed to provide academic and applied experiences and utilize virtual educational opportunities. As budgets tighten, technology may need to offer virtual options for all types of events. Our students are quick studies for phone apps that provide meeting agendas, registration, meeting programs, directions, layout, and design.
My problem is keeping up with the options and loading what seems to be endless amounts of data and information about and for an event on my phone. I am not much of a phone person, cell phone or going back further than that. However, the day of the digital cell is here. One can ask oneself if one can imagine offering a meeting without integrating technology in some fashion, and the answer to that question is no. Technology and software are already used at academic institutions, and keeping current on technology and virtual offerings is challenging.
Going Forward
Meetings, events, and technology are good ways to increase innovation and creativity at a meeting or class. As noted, the experience of using technology for meetings and events is similar (for this author) in some ways to the experience higher education has for offering online and virtual learning opportunities. I teach a course online for one semester and in person for the next. In either scenario, we utilize learning platforms and technology to offer the course materials, including content, assignments, discussions, and benchmark project examples.
Faculty all have preferences for online or in-person but may also like both. Higher education faculty shifted online during the pandemic, and we quickly adapted. For those faculty with online experience, it was easier. The attraction to in-person courses, similar to in-person events, is undeniable. Meetings, events, and education need to offer choices and opportunities for in-person, online, and hybrid learning opportunities.
Innovative Events
Planning for innovative and virtual meetings and/or courses starts with researching. Planners need to benchmark best practices and take the opportunity to see what others are doing. Your research can be done virtually and in person. Consider adapting ideas identified with your original plans and see how they stack up. For example, a blog from Shiloh-events.com suggested that meetings and events could have interactive learning zones. These locations can offer learners and attendees different ways to appreciate and engage in meeting content.
Other ideas offered include micro-experiences for personalized engagement, real-time transcribing/translation services, immersive tech, pop-up networking cafes, eco-friendly giveaways, time-optimized schedules, crowdsourced content programming, strategic co-sponsorships, AI-powered event personalization, hybrid event models, leverage short-form video content, flexible ticketing and bundling, custom-branded event playlists, green event practices, content summaries, personalized sustainability offsets, regional cuisine-inspired F&B, mobile app for On-the-Spot feedback, thematic photo booths, and even interactive hologram presentations.
Think about what you can do for your meetings and events to make them unique and align your ideas with the theme of your conferences and events. Similarly, higher education offers on-campus education, which many young people seek. However, there also is a need for online and virtual options. Universities will continue to provide meeting and event education but broaden their recruitment to include hospitality industry supervisors, managers, and leaders who, for some reason, could not earn their college degrees. These potential students present a combination of practical experience and education, making them desirable hires.
The competition in the meetings and events sector is keen, as is the competition between higher education institutions. As noted earlier, Gen Z is here and is looking for unique and different meetings, events, and educational opportunities, noting non-traditional (age) students, working students, veterans, and more have different needs for accessing education.
Industry experts note that demand for groups, meetings, and events (M&E) has been highly robust globally," according to the CWT GBTA 2025 Global Business Travel Forecast. "There is still a pent-up need to connect with colleagues, customers, and business partners post-pandemic." Continuing the education process helps the next generation of leadership build innovative models for future meetings and events and technology tools. The next generation of leadership in meetings and events will construct the foundation and pathways for the industry going forward.
Prof. O'Halloran
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