2026-os trendek a globális üzleti rendezvényágazatban

The excerpt highlights that the value of events is less and less about “presence” and more about transformative, personalized and inclusive experiences. According to the report, one of the major risks of the industry is “imagination poverty”, i.e. stereotypes – organizers must therefore consciously move towards more original formats and culturally relevant narratives.

Workplace to event: hybrid model, longer stay, family-friendly infrastructure

In parallel with the transformation of workplace culture (hybrid working, digital nomad lifestyle), the role of business events is also changing: according to the study, they are increasingly functioning as functional, extended workplaces – with coworking zones, meeting boxes, even childcare solutions. The report cites technology summits as an example, where work lounges are integrated directly into the exhibition space so that delegates can work between program blocks.

Increasing sustainability compliance: Scope 3 in focus

Sustainability regulation is not a “nice to have” category by 2026: according to the abstract, carbon accounting and especially Scope 3 (participant travel, catering supply chain, temporary infrastructure) will become a regulatory compliance requirement in several regions, which will trigger a ripple effect on both the supplier and venue side.

AI and event tech: personalization, accessibility, post-ROI measurement

The report emphasizes that AI is one of the engines of “quality development” in the event industry: it simultaneously supports personalization, inclusivity (e.g. real-time translation, captioning), as well as data-driven planning and post-analysis. The abstract also lists specific examples of AI-based matchmaking, accessibility, entry and sustainability monitoring.

Incentives and the agency market: measurable impact, new pricing logics, M&A

According to the document, the business relevance of incentive programs is stable, and companies are increasingly attaching formal sustainability expectations to them: according to the summary in the extract, for example, an average 18% increase in sales productivity can be linked to structured reward programs, while 41% of companies already define formal carbon targets for incentive programs.

The report indicates a turning point in the agency market: clients would work with fewer suppliers, within a more conscious framework, and performance-based or profit-sharing schemes are spreading; the extract also specifically names FMCG among the growth-focused sectors.