Key Takeaways
- Amex GBT’s 2027 Global Meetings and Events Forecast finds 93% of meeting professionals are optimistic and expect to run more meetings of every type, though only 45% call themselves “very optimistic,” down from 62% last year.
- Improving attendee experience is the No. 1 priority for the third consecutive year at 42%, with attendees asking for personalized interactions (35%), hands-on workshops (31%) and curated networking (31%).
If events drive your pipeline, 2027 will reward precision. According to the 2027 Global Meetings and Events Forecast from American Express Global Business Travel (Amex GBT), 93% of meeting professionals optimistic about the sector and expect to run more meetings of every type than in 2026.
The confidence from respondents comes with cavetes as only 45% call themselves “very optimistic,” down from 62% last year. Cost per attendee, dropping from the top challenge in 2026 to fifth place, is expected to rise across every meeting type, with 91% expecting higher costs for product launches— with the same percentage expecting budgets to grow and cost.
Improving attendee experience ranks as the No. 1 priority for the third year running, cited by 42% of respondents. Attendees want more personalized interactions (35%), hands-on workshops (31%) and curated networking (31%).
What Do Event Attendees Want From B2B Events in 2027?
For B2B marketers, that’s a direct signal. Generic booth traffic won’t cut it, the events that convert will feel built for each buyer in the room.
“Demand for in-person experiences is rising rapidly as the volume of digital, millisecond touch points permeate our daily lives,” said Richard Atkinson-Toal, global vice president, Experience Studio by Amex GBT, in the report. “Events are the only part of the marketing mix where you can tap into longer dwell times, cut through the noise, and engage all five senses to connect with your customers.”
How Is AI Changing Event Strategy and Attendee Personalization?
AI’s role is shifting from logistics to the attendee. The top planned use for 2027 is equipping onsite staff with insights to personalize service (34%), followed by tracking attendee engagement (31%). Adoption still lags with 23% call smarter use of attendee data a priority, and 24% plan to use AI for venue sourcing.
“AI handles the grunt work so planners can focus on their creativity, judgment and emotional intelligence,” said Dan Beauchamp, vice president, Strategic Meetings, Amex GBT Meetings & Events.
Improving risk management and compliance ties for the No. 2 priority. While 79% apply risk practices to most meetings, just 25% include safety and security in their meetings policy. Facing geopolitical instability, 39% change destinations rather than cancel.
