IACC’s 2025 Meeting Room of the Future report shows that experience-led planning is more dominant than ever, according to IACC CEO Mark Cooper.
“Meeting planners are prioritizing unique, immersive environments over traditional hotel venues,” he says. “In fact, 51% of planners are now booking non-traditional or specialist venues—like museums, sports stadiums or vineyards—compared to just 33% in 2023. It signals a real move toward designing events that create connection and memorability, not just deliver content.”
Cooper will delve into the latest trends and innovations shaping the design and functionality of meetings and its spaces at IACC venues during his session, “IACC Meeting Room of the Future Trends 2025+” at Smart Monday, powered MPI, on Oct. 6, the day before IMEX America begins in Las Vegas. We caught up with him in advance of the session to discuss some of the trends meeting pros need to know about.
Can you tell us about something from the report that you found either somewhat surprising or encouraging?
I found it encouraging—and a little surprising—just how far food and beverage has climbed in terms of importance. It’s now considered as important as the venue’s physical characteristics, with planners rating it a nine out of 10 in importance. What’s more, 74% are calling for creative food stations, making catering not just sustenance, but a central part of experience design. It confirms that meeting design is evolving holistically, with every element being used to engage, energize and connect people.
Is there a trend you expect to hear more about in reports that are developed in the near future?
Yes, I believe we’ll see sustainability and data transparency become non-negotiables. While planners clearly care about ethical operations and sustainable practices, only a small percentage are currently receiving usable carbon data from venues. That disconnect is being noticed. I think we’ll see pressure mounting for real-time, verifiable sustainability reporting—something that could very well define venue selection over the next few years.
How do you utilize in-person events such as Smart Monday to share data and build greater awareness of trends impacting conference centers with the meeting and event community?
Smart Monday and similar events are critical platforms for us. They allow us to present key insights directly to planners, and more importantly, they foster two-way discussion. We don’t just share data—we listen to what challenges and changes planners are navigating in real time. These conversations help ensure that the Meeting Room of the Future remains grounded in reality and continues to reflect the evolving needs of our industry. It’s part of IACC’s mission to connect venue operators with the planning community in meaningful, future-focused ways. Only this way will IACC-certified venues stay leaps ahead of the competition with the events they deliver!
