In-person meetings forecasted as key hotel growth driver in 2026

Amex GBT signals rising planner confidence as face-to-face events regain priority despite cost pressure

Hotels are entering 2026 with renewed confidence in the meetings and events segment, as planners prioritize in-person experiences and allocate higher budgets despite persistent cost pressures. According to Amex GBT Meetings & Events, optimism is driven by the belief that face-to-face gatherings deliver differentiated value in a screen-dominated world, directly benefiting hotels with strong event and group offerings. At the same time, rising operating costs and economic uncertainty are forcing planners to be more selective about venues, formats, and suppliers. Artificial intelligence is emerging as a supporting tool to enhance attendee experience and planning efficiency, rather than a direct lever for immediate cost reduction.

Key takeaways

• Meetings demand supports hotel optimism: Strong confidence among planners signals continued demand for hotel-based meetings and events, particularly properties that can deliver distinctive in-person experiences.
• Cost pressures influence venue decisions: Rising costs are the primary concern for planners and may affect hotel selection, contract terms, food and beverage spend, and overall event frequency.
• In-person value favors experiential hotels: Hotels that offer compelling locations, flexible spaces, and memorable environments are better positioned as planners prioritize human connection over hybrid or virtual formats.
• Attendee experience drives hotel choice: Improving attendee experience is the top global priority, increasing the importance of hotel design, service quality, social spaces, and interactive event formats.
• AI enhances hotel–planner collaboration: AI-driven tools such as attendee matchmaking and personalized communications can increase the attractiveness of hotels that support or integrate these capabilities.
• Regional nuances shape hotel strategy: North America emphasizes AI-enabled networking, Europe balances experience with cost control, Latin America prioritizes memorable events, and Asia-Pacific focuses on immersive, in-person formats.
• Sponsorships and flexibility matter: As planners seek ways to offset higher costs, hotels that offer creative sponsorship opportunities, adaptable packages, and value-added services may gain a competitive edge.

Source: Amex GBT Global Meetings and Events Forecast

Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →