News & Updates

2026 Event Trends Reviewed: What Stays, What Goes – and What Will Really Matter in 2027

The events industry is becoming more digital, more sustainable and increasingly focused on the specific value an event delivers. At the same time, one thing is clear: not every trend from recent years will remain relevant. In-person events continue to gain importance. In 2025, around 395 million people attended events in person in Germany – 4.6% more than in the previous year. For 2026, 87% of surveyed event organisers rate their current business situation positively. Demand for suitable venues therefore remains high. What Remains: Face-to-Face Interaction Digital communication cannot replace direct personal interaction. Especially for strategy meetings, conferences, workshops and client events, face-to-face exchange remains a key success factor. However, simply providing attendees with a series of presentations is no longer enough. Some 42% would like to see more interactive formats such as workshops and demonstrations. A further 40% expect additional networking and community-building opportunities. For event planning in 2027, this means: shorter presentations, more time for dialogue and workshops, sufficient time for networking, different spaces for focused work and informal exchange. Hybrid Events Remain – but Not as the Default Solution Hybrid events are not disappearing. However, they are being used more selectively. While in-person attendance is increasing, 28% of surveyed planners also expect the number of virtual attendees to rise in 2026. Hybrid technology is particularly useful when it serves a clear purpose – for example, reaching international audiences, extending an event’s reach, providing digital documentation or connecting individual remote participants. Complex hybrid productions without a clear added benefit, on the other hand, are becoming less relevant. In 2027, the quality of participation will matter more than the number of channels being used. Sustainability Becomes a Selection Criterion Sustainability is no longer an optional extra. When selecting a venue, 78% of planners consider its sustainability measures. At the same time, requirements for measurability and transparency are becoming stricter. Among other initiatives, Net Zero Carbon Events is working on more standardised methods for recording and verifying event-related emissions. As a result, venues will need to provide more specific information on: accessibility by rail and public transport, energy supply and building efficiency, regional and plant-based catering options, waste prevention and reusable equipment, transparent and verifiable sustainability data. General environmental claims without concrete measures are unlikely to convince planners in 2027. AI Becomes an Everyday Working Tool By 2026, artificial intelligence has become part of operational event management. Around 50% of surveyed industry professionals already use AI during different stages of event planning and delivery. The most important applications include event communication, attendee matchmaking, topic and content development, and the evaluation of engagement data. In 2027, the decisive question will be whether AI actually saves time, improves processes or enables more relevant content. Technology without a clear purpose, unchecked content and automated communication without human oversight will lose acceptance. Flexible Spaces Become More Important Than Spectacular Settings Innovative venues remain in demand. However, the focus is shifting away from spectacular architecture towards the practical and effective use of space. Almost half of surveyed planners are now also looking for venues outside traditional hotels. The main reasons include flexible spaces, an improved attendee experience and cost considerations. Venues that combine several functions are particularly suitable: plenary and presentation areas, smaller rooms for breakout sessions, open spaces for networking, quiet areas for one-to-one conversations, reliable digital infrastructure. A venue must support the different phases of an event without requiring extensive conversions or long walking distances. What Will Become Less Important in 2027 More technology, larger stages and more extensive programmes do not automatically result in better events. The following will become less relevant: hybrid formats without a clear objective, full-day programmes dominated by presentations, rigid room concepts, AI applications without a clear benefit, sustainability claims without verifiable measures, measuring success solely by attendee numbers. Instead, the actual impact of an event is moving to the forefront. Already, 63% of planners consider attendee engagement to be the most important measure of success. What Will Really Matter in Event Planning for 2027 Successful events in 2027 will increasingly be planned around a clearly defined objective. The format, technology and venue will follow only after that objective has been established. The key factors will be: a clearly defined event objective, interactive content tailored to the target audience, flexible room and programme concepts, measurable sustainability standards, accessible participation, carefully selected digital solutions, sufficient space and time for personal interaction. As attendee numbers continue to rise and event organisers remain largely positive about their booking situation, sought-after dates and venues should be reviewed at an early stage. Those who plan ahead will have a wider choice of spaces, destinations, technology and supporting programmes. Check suitable venues and preferred dates for your 2027 events now.