Every year, we survey event venue managers to understand market shifts. This year, 412 venues participated in our survey. Here are the key insights for 2026.
The strong return of in-person events... with new expectations
89% of organizers plan at least one fully in-person event in 2026, compared to 72% in 2024. The 'revenge meeting' phenomenon is real: teams are hungry to reconnect physically after years of video calls.
But expectations have evolved. 67% of organizers now consider attendee experience as the #1 criterion for venue selection, ahead of price (54%) and location (51%).
Budgets: polarization intensifies
The market is clearly segmenting. On one side, 'premium' events with average budgets up 12% (€23,400 average). On the other, short efficient formats with budgets down 8%.
Translation for venues: the mid-range is struggling. Winning venues are those with clear positioning — either high-end experience or price efficiency.
Rising formats in 2026
1. Immersive retreats (+34% growth)
2-3 days in total immersion, often outside major cities. Goal: disconnect teams to better reconnect them. Châteaux, wine estates, and nature venues are the big winners.
2. Strategic days (+28% growth)
One intense day, often quarterly, for executive committees. Compact but demanding format: venues must offer professional-quality workspaces.
3. Client events (+22% growth)
Product launches, company anniversaries, partner evenings. Emotion and storytelling are at the heart of these formats. Unique venues with history outperform.
Venue selection criteria in 2026
Our survey reveals the top 10 criteria: 1. Overall experience quality (67%), 2. Value for money (54%), 3. Accessibility and parking (51%), 4. Space flexibility (48%), 5. Venue responsiveness (45%), 6. Catering quality (43%), 7. Technical equipment (41%), 8. CSR commitments (38%), 9. Accommodation capacity (35%), 10. Venue reputation (29%).
Notable point: CSR has climbed 12 positions in 2 years. 38% of organizers consider it important, vs only 14% in 2024. Some large corporations now require it as a prerequisite.
Digital: from gimmick to infrastructure
72% of organizers now expect a fully digital booking process. 58% want quotes within 24h. 43% want electronic signatures.
Venues that haven't digitized their customer journey lose an average of 23% of qualified leads to more responsive competitors.
Seasonality: end of the slow periods?
Good news: seasonality is softening. January-February and July-August remain lighter, but the gap with peaks is narrowing. Main cause: companies seek off-peak periods to negotiate better rates.
Opportunity: attractive off-peak offers can generate 15-20% additional revenue while preserving margins.
What organizers criticize about venues
We asked about main frustrations. Top 5: Response times too slow (52%), Unclear or incomplete quotes (47%), Lack of flexibility on services (39%), Difficulty reaching a contact (34%), Pricing surprises on the day (28%).
These points represent differentiation opportunities for venues investing in B2B customer experience.
Conclusion: preparing for 2026
The B2B events market is healthy but evolving fast. 2026 winners will be venues combining: clear positioning (premium or efficiency), flawless customer experience, complete journey digitization, and credible CSR commitments.