While the last several years were defined by recovery, recalibration and short-term adjustments, 2025 became the first year in which hotel event venues operated under new long-term rules. The shifts that emerged this year weren’t temporary responses to disruption. They now form the structural reality shaping meetings and events revenue, operations and guest expectations. For hoteliers, these changes represent both a challenge and a competitive opening. As group business continues its steady rebound, hotel teams that adapt quickly are positioned to win disproportionately in 2026. Experience-Led Venue Selection Redefined the Competitive Field One of the most consequential shifts for hotels was the broadening of what planners consider a viable venue. According to the IACC Meeting Room of the Future 2025 report, 51% of planners explored specialty or non-traditional venues this year, up sharply from 33%. This diversification signals a fundamental change in planner priorities. Events have become brand expressions and [...]