Attendee expectations in 2025 are more varied than ever. People come to events seeking connection, clarity, and greater control over how they spend their time, rather than focusing purely on the content. 74% of attendees said immersive experiences helped them disconnect and engage more deeply, and 73% expected modern technology to be part of the experience.

The big takeaway is that a packed schedule or flashy production alone won’t cut it. Attendees are making choices based on how well an event respects their time, enables interaction, and creates moments that feel personal and memorable.

What this means for event leaders:

Experience is now a key differentiator, and the most effective events this year have focused on simplicity with intention. Organizers are using technology to enhance the journey (not complicate it) and are designing agendas with space for reflection, connection, and personalized engagement.

Start by auditing your most recent experiences. Where did attendees linger or engage? Where did friction slow them down? These insights can guide what to simplify, amplify, or eliminate as you shape your 2026 strategy.

Sponsors have signaled a clear shift in priorities, with more than half saying they found greater value in sponsoring branded experiences like curated dinners or invite-only networking sessions than traditional booth space. The goal wasn’t visibility, it was deeper engagement, stronger brand affinity, and more targeted conversations with the right people.

This shift reflects a broader expectation: sponsorship must be meaningful for everyone involved, not just a logo placement or a badge scan.

What this means for event leaders:

Success now hinges on co-creating experiences that benefit both sponsors and attendees. That requires earlier collaboration, clearer access to audience data, and formats designed for intentional connection. Organizers who positioned sponsors as experience partners, not just vendors, saw stronger results.

As you plan for 2026, use post-event debriefs to spark new conversations with sponsors. Ask what helped them engage meaningfully this year and what support they still need. Then use those insights to build sponsorship packages that go beyond exposure and deliver real value.

If you want to build sponsorships that actually convert, check out our guide to creating high-value event sponsorship packages that align with attendee needs and partner expectations.

Despite increased budgets and rising expectations, 70% of organizers said they still struggled to measure ROI in 2025. But the challenge often wasn’t a lack of data, it was a lack of clarity. Without defined objectives from the start, it became difficult to assess what “success” really meant once the event was over.

As stakeholders push for more accountability, ROI is shifting from a reporting exercise to a foundational part of event planning.

What this means for event leaders:

Those who began with measurable goals, aligned with business priorities like pipeline growth, brand engagement, or customer retention, were better equipped to capture and communicate impact. They used data not just to prove outcomes, but to improve outcomes.

Treat ROI as a strategic lens from day one. Set clear KPIs tied to broader business goals, and ensure your event tech is set up to track and surface the right insights.

If you want a deeper dive, our guide to maximizing event ROI walks through how to connect objectives to outcomes with measurable clarity.

Field events and microevents are continuing to take on a larger role in event strategies. 64% of organizers said they planned on hosting local events to complement their flagship conferences in 2025, and more than 80% found those formats effective for community-building. Webinars also continued to grow in relevance, with 67% of attendees naming them a top learning channel.

These formats proved that impact doesn’t always require scale. Whether focused on regional engagement or topic-specific education, smaller events offered more targeted value and kept audiences engaged between larger touchpoints.

What this means for event leaders:

High-touch, lower-lift formats have emerged as a critical part of a year-round engagement strategy. They give teams the flexibility to test ideas, nurture relationships, and extend the reach of their broader event ecosystem.

If your 2025 strategy leaned too heavily on big tentpole moments, look at how smaller formats can drive consistent engagement. Field events, VIP dinners, and virtual roundtables are not just supporting acts, they’re strategic tools for building lasting audience connections. 

For ideas on how to execute them with agility, check out our guide on micro-events.

Event technology is proving to be the backbone of great in-person experiences. 79% of organizers said tech had a significant impact on event success, and 64% considered switching vendors to gain more flexibility, consolidation, or better performance.

From AI-powered matchmaking and personalized agendas to seamless check-in and real-time analytics, technology shaped not just how events ran but how they were remembered.

What this means for event leaders:

Tech is a strategic enabler, not just a toolset. The most effective teams used their platforms to deliver smoother operations, more relevant experiences, and clearer insights into attendee behavior and business impact.

As you evaluate your 2025 tech stack, look beyond features. Ask whether your systems empowered your team, simplified the attendee journey, and helped you tell a compelling story about value. If not, it may be time to explore a more unified platform. 

For guidance on how to approach a smooth, strategic transition, read our blog on how to successfully migrate event tech platforms.