It’s not just the fashion industry that follows trends. Anyone who works in events can confirm that the sector works in similar cycles, fluctuating between what’s hot and what’s not. It’s something the world witnessed in painstaking clarity with the insurgence of the pandemic, which threw gatherings of any kind out the window and with it, the suspension of large and small events. We’re pleased to report that in-person events are well and truly back in business, although as an industry that’s constantly in flux, we’ve put together a few of the trends gaining momentum over the past year that we think will continue to gain prominence into 2025.
Covid aside, there are many other factors that continue to affect and shape the events industry. Sustainability is a big one, and has become a fundamental consideration for both bookers and venues when it comes to planning and hosting events. For Nils Braude, Managing Director at Twickenham Stadium, it’s a no-brainer.
‘Sustainability will of course remain a priority. The recent survey from ICE once again underlined how important it is to corporate event organisers and we will continue to have conversations with our own clients on how to keep events more sustainable.’
There are other key trends that have made their mark over the past 12 months. Advancements in AI and AI-powered technology are changing the way we plan and execute events, while the rise of immersive experiences is expected to permeate the industry going forward. The events sector is changing rapidly and it’s more important than ever for organisers to stay ahead of the curve.
As the UK’s leading venue finder, we like to think we have the inside scoop when it comes to the zeitgeist event trends paving the way for change. Check out our predictions for 2025.
Levelled-up sustainability considerations
Sustainability appears in trend predictions year after year, but we’re expecting businesses to hone in on their sustainable practices more than ever in 2025.
One aspect spearheading this shift is the introduction of the Corporate Sustainability Reporting Directive (CSRD) in January 2023, which now requires companies to report on their environmental and social impacts to drive accountability and transparency, including the environmental impact of their events. All are required to share statistics on waste management, energy consumption, supplier values and other sustainable strategies, which is likely to cause a surge in innovation within the industry.
If you’re in need of some inspiration, all you have to do is look to some of the pioneering venues in London that are leading the charge. Ethical member’s club The Conduit has shared its Impact Reports from the last three years on its website, detailing its continued commitments to responsible sourcing, environmental practices, carbon reduction and employment standards.
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The Conduit is one of London's most sustainable venues
{10-11} Carlton House Terrace is another venue this year that injected a huge amount of money and resources into improving its sustainable offering. The venue underwent a £9.6 million renovation in 2024 which included the installation of a carbon-free heating system using air source heat pumps, as well as double-glazing throughout the property, one of the first grade I listed buildings to do so.
So if you're a venue or planner that's not already thinking about the sustainability of your events, consider this your official sign to start.
AI to revolutionise event planning and execution
AI is being used across multiple sectors to streamline workflows and free up time for workers so they can focus on ‘big picture’ tasks rather than menial manual jobs. For event planners, this means less time creating schedules and answering FAQs and more time focusing on creative and strategic endeavours.
There are a wealth of AI-powered tools that can help with event planning, production and measuring ROI – it's impossible to keep track of them all! RingCentral Events, for example, is an all-in-one platform that helps planners create personalised events, including building email templates and event schedules, writing marketing copy, hosting webinars and sharing important information, allowing even the most novice planners to create memorable events.
We also predict there to be an increase in education around these tools and other event-focused technology in general, in order to complement – rather than replace – the role of event planners.
Fascinated about the world of AI in events? We wrote an entire guide on how artificial intelligence is changing the events industry, and how to use it to maximise the effectiveness of your events.
In-person events are still king
We don’t doubt that hybrid and virtual events are here to stay, but face-to-face meetings will continue to reign supreme for future events, with real human connection forming the cornerstone of the MICE (meetings, incentives, conferences and exhibitions) industry.
Don’t just take our word for it. Data compiled by B2B event planning tool Bizzabo showed that 80.4% of organisers identify in-person events as their company’s most impactful marketing channel. According to their research, in-person events are cited as the best sources for training and professional content, while 82% of event attendees prefer to attend in-person.
While virtual and hybrid events can certainly aid accessibility and attendance, nothing beats face-to-face events as a source of education, networking and creating genuine connection between event organisers and their attendees.
The rise of immersive experiences at events
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Babylon Park is a space-themed adventure and amusement park in Camden
It’s no longer enough to simply gather a group in a nice venue. Events now have to have an immersive element – something that gets guests talking and looks good on social media. There are many reasons for this: the rise of AI-powered technology such as AR and VR are being utilised more and more as unique ways to engage guests. Social media, of course, has its own part to play, not only because guests are more likely to share an unusual and exciting event on their channels, but because it propels events with an immersive element into the mainstream. If others are doing it, you should be too.
Things like escape rooms, experiential art and interactive theatre are all good examples, but if you’re after more inspiration, check out our guide to the best immersive experiences in London.
Increased focus on venue selection
We might be a little biased, but we think a venue provides the foundation of a good event. Choosing the right one hugely impacts its success, with variations in everything from catering and entertainment to accessibility influencing the style and tone of the occasion. As above, many bookers now expect venues to support an interactive or immersive element too, putting even more focus on finding a venue that fits all your requirements. All that's to say, we think event planners will place more emphasis on the venue they choose in 2025, ensuring it aligns with their brand and goals.
Smaller, in-person meetings set to boom
With a shift towards hybrid working, employees no longer see each other five days a week – or at least not in person. As such, companies are seeking to bring teams together with smaller events and team meetings.
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One of St. James' Court, A Taj Hotel's smart meeting rooms
Amy Russell, Assistant Director of Distribution GM&E at Park Plaza, comments on this shift. ‘Within the UK, one of the major trends we have seen this year and expect to continue is that the meetings market in general is growing, while large conferences (100-500 pax) are showing signs of slowing.'
It might seem like a simple change, but Amy explains that venues are having to adapt to this new interest for smaller events. ‘This has led to a demand for more efficient and quick ways to book smaller meetings and events and lots of our customers and agents now want to book online. Investing in the technology and infrastructure to accommodate this has accelerated in 2024 and will only continue to grow.’
Need to book a meeting yourself? Stay on top of the hype and book one of London's best meeting rooms for your next team event or gathering.
And discover all our latest venue insight and trend pieces, from the rise in sober-friendly events to the best video conferencing software to know about.