Published by Neil Thompson2025 will be a year when technology will play a central role in every area of conferences and meetings from operations to marketing. Demand will polarise with luxury growth continuing while at the other end, automation, efficiency and productivity will be critical to success.
These will be the key trends in the sector according to Wyboston Lakes Resort.
“We will see further polarisation of offerings in sectors that are labour heavy, such as hospitality, with the size of the squeezed middle growing. Luxury as a segment will continue to grow, as will the rates charged and the opulence delivered, and at the other end of the spectrum automation, efficiency and productivity will be critical to success. Operators who sit at neither end of this spectrum will have to decide which way they are going in order to remain relevant.”
Steve Jones, CEO, Wyboston Lakes Resort
Richard Smith, Chief Commercial Officer expects “shorter lead confirmations, reflecting the wider economic landscape as clients enquire, but then hold off on confirming for as long as possible. However, conversely, we will see larger events, higher budget, events commit further out as they seek certainty of price, location and quality of service/venue.”
Richard adds “more hotels outside London are likely to focus on increasing the conference and training share of their business mix. This could lead to pricing instability in the mid-market, medium sized event marketplace. Negotiations will continue to be complex and lengthy especially around rate and cancellation terms.”
On the pricing theme, Julie Ireland, Chief Financial Officer & Company Secretary expects “prices will increase as the effects of the budget kick in especially in the hospitality and retail sectors.”
With the pressure on costs driven by the budget, venues will be looking to apply technology even further. Steve Jones also highlights, for instance, how automation and the use of technology can help to challenge what is seen as ‘good service, removing barriers and speeding up service. “I have waited an age for the bill in Michelin starred restaurants when I would have happily paid via QR code.”
“Technology will remain pivotal, not just for operations but for creating immersive experiences, says Louisa Watson, Marketing Director & Sustainability Lead. “Virtual and augmented reality for event previews, AI-powered event apps, and seamless hybrid event solutions will differentiate successful venues.
“I think the demand for unique, tailored experiences will continue to grow, particularly in the MICE sector. Customers expect venues and events to cater to their specific needs, whether through curated delegate journeys, personalised digital interactions, or bespoke on-site services.
As a venue committed to its mantra of ‘more sustainable, no apology’ Louisa Watson and her colleagues focus closely on trends in sustainability next year. “Marketing efforts will need to emphasise genuine sustainability practices. Guests and event planners are increasingly drawn to businesses that go beyond greenwashing and demonstrate measurable environmental impact, such as carbon-neutral events or waste-free catering.
“The "S" in ESG will come in to play a lot more and I think we will see collaborative campaigns with local partners, charities, or even other venues. Marketing initiatives that tell a story of giving back or engaging with local culture resonate deeply with audiences and can strengthen brand equity. I believe we will see the power of community and event legacy growing. Event planners are increasingly asking how events can leave a lasting legacy, benefiting local communities through job creation, charitable partnerships, or sustainable supply chain practices. Marketing campaigns should highlight these social contributions as part of the value proposition.
“The “S” also encompasses diversity and inclusion, and this will take centre stage in 2025. Venues need to ensure they cater to diverse audiences, with accessible spaces, inclusive marketing language, and accommodations that respect cultural, dietary, and personal preferences.”
What Wyboston Lakes Resort would like to see
‘Stronger collaboration between industry associations to ensure the Business Events sector takes its rightful place in the government’s mind as a critical contributor to the economy and society,” is what Louisa Watson, Marketing Director & Sustainability Lead would like the industry to achieve.
“By working together with one voice, we can articulate the immense value our sector brings—not just in revenue generation but in fostering innovation, education, and global connections. A coordinated effort would enable us to influence policy, secure vital support, and ensure the UK remains a top destination for world-class events.”
Chief Commercial Officer Richard Smith agrees, adding positively that “associations are increasingly working in alignment but this needs to accelerate at pace for meaningful representation and positive pressure to be exerted.”
While the whole team would sincerely like to see Business Rates Reform, they also agree with Julie Ireland, Chief Financial Officer & Company Secretary in hoping for ‘positive growth in the economy to couple with the investment initiatives we are making to keep our business dynamic.”
This dovetails with the wishes of CEO Steve Jones. With Wyboston intending to invest further in sustainability initiatives, Steve would like to see ‘the red tape around green energy to be turned on its head.
“Instead of spending years and six figure sums on fees to see if we can, possibly, be allowed to make and distribute energy around our site, I would like this permission to be automatically granted and the approvals just subject to verification, ensuring they are safe and appropriate in much the same way permitted development is allowed on smaller home extensions.”
