93% of Planners Bullish for 2027 Meetings Market
Amex GBT reports corporate meeting planners remain optimistic for 2027 even as venue price increases push business toward alternative sites.
The short answer
According to Amex GBT's 2027 forecast, 93% of meeting professionals are optimistic about industry conditions despite rising room rates and higher costs per attendee. To manage budgets, organizers are turning to alternative spaces and shifting booking destinations.
“know 2027 will demand sharper risk management and disciplined cost control”
The short version
- 93% of global meeting professionals report an optimistic outlook for the events industry in 2027.
- Orlando, Las Vegas, Chicago, New York, and Dallas lead North America's meeting destinations for 2027.
- 24% of planners intend to switch hotel providers to manage rising room rates driven by corporate demand.
A sweeping 93% of global meeting and event planners report an optimistic outlook for the industry in 2027, according to Amex GBT’s 2027 Global Meetings and Events Forecast [1]. While planners anticipate higher attendee expenses and more expensive hotel rooms, corporate buyers plan to alter locations, book alternative venues, and control budgets rather than cancel gatherings outright [1].
How High Is Planner Optimism Heading Into 2027?
Meeting professionals overwhelmingly anticipate growth for 2027, with 93% expressing optimism about overall industry health [1]. Hotel Dive reported that sentiment is particularly strong across North America, where 51% of surveyed professionals describe themselves as “very optimistic” [1]. Buyers in North America also report being more likely to increase their overall event spending in 2027 compared to peers operating in other global regions [1].
This sentiment aligns with broader travel industry research. According to findings from a Global Business Travel Association poll cited by Amex GBT, global corporate travel professionals anticipate that total travel spending, trip volume, and commercial revenue will strengthen over the coming 12 months [1].
What Are the Top Priorities for Meeting Professionals?
Planners are balancing program ambitions with budget constraints by focusing on three primary operational targets: improving the attendee experience, improving risk management and compliance, and reducing operating costs [1]. Rising baseline prices mean corporate organizers cannot approach 2027 without tight financial governance [1].
As Amex GBT Senior Vice President of Professional Services Gerardo Tejado Donde stated, this sentiment is “grounded in realism” [1]. Planners recognize that macroeconomic pressures and geopolitical uncertainty will require disciplined cost control and sharper operational planning [1].
How Will Higher Room Rates Impact Venue Selection?
Cost now ranks as the number-one priority for meeting organizers when selecting a program venue [1]. Amex GBT forecasts that room rates worldwide will increase in 2027 because of sustained corporate demand [1]. Because cost per attendee is projected to climb across all meeting formats, event planners are exploring unconventional site alternatives [1].
Rather than automatically booking conventional full-service hotels, event organizers are shifting volume toward restaurants, cultural institutions, and boutique properties that provide distinctive settings while meeting core logistical criteria [1]. Hotel Dive noted that 24% of planners intend to swap their hotel or lodging arrangements specifically to mitigate financial disruptions driven by price jumps [1].
| Planner Strategy for Cost Mitigation | Share of Planners Adopting Measure |
|---|---|
| Change meeting destination | 39% |
| Host more virtual events | 37% |
| Change hotel or accommodation provider | 24% |
Which Cities Lead North American Meeting Bookings?
Five major metropolitan markets dominate demand in North America for 2027: Orlando, Las Vegas, Chicago, New York, and Dallas [1]. In this regional market, hotel staffing levels and elevated costs remain primary operational worries for event organizers [1].
To mitigate these pressures, regional planners report that they are organizing events closer to their home bases and building longer lead times into their booking cycles [1]. Rather than canceling events when budgets tighten, 39% plan to change the geographic destination, while 37% intend to introduce more virtual gatherings [1].
Reported by
This article was written from the following reporting. Follow the links for the original coverage.
- [1]93% of Meeting Planners Optimistic for 2027 Despite Costs— Hotel Dive
Frequently asked
+What percentage of meeting planners are optimistic about 2027?
According to the Amex GBT 2027 Global Meetings and Events Forecast, 93% of global meeting professionals express optimism about industry health, with 51% in North America stating they are very optimistic.
+What is the primary factor driving venue selection for 2027 events?
Cost is now the number-one consideration for planners when selecting an event venue, surpassing other criteria as per-attendee expenses rise across all meeting categories.
+How are planners responding to rising hotel room rates?
Rather than canceling, 24% of organizers plan to change hotel providers, 39% plan to switch destinations, and 37% intend to run more virtual events. Many are also booking alternative spaces like restaurants and cultural venues.
+What are the top meeting destinations in North America for 2027?
The five leading North American meeting destinations for 2027 are Orlando, Las Vegas, Chicago, New York, and Dallas, according to Amex GBT's forecast.
+What are the primary operational challenges for North American event organizers?
North American meeting planners report that rising operational costs and hotel staffing levels are their main concerns heading into 2027, prompting them to book events closer to home with longer lead times.
Keep reading
Our reporting
More in operations