Open Forum

The February Northstar + Cvent Meetings Industry PULSE Survey paints a clear picture for 2026: planners are still booking, but they're more cautious, cost‑sensitive, and politically aware than ever. Here's the quick digest to shape your strategy: 

Mood = cautious, not collapsing 
Planners are still actively sourcing and booking, but optimism is only slightly outpacing pessimism. Expect more scrutiny on every decision, not a slowdown in demand. 

Costs are the #1 flashpoint 
Higher‑than‑expected F&B, A/V, and room rates are the biggest pain points with hotels/venues. This is where smarter packaging, transparent pricing, and creative redesign (vs. just cutting) matter most. 

Face‑to‑face is still the power channel 
Most planners say in‑person events are more valuable than other sales/marketing tactics, use that when justifying budgets and headcount. 

Investment is selective-not universal 
When stakeholders do invest beyond inflation, they prioritize accommodations/F&B, content & programming, and event tech over everything else. Align your "asks" to these buckets. 

Politics and social issues are now site‑selection factors 
Health, safety, political and cultural alignment are increasingly shaping destination choices alongside cost and accessibility. Some destinations are dropping off shortlists for reasons that have nothing to do with ballrooms or airlift. 

Want to dig deeper into the charts, scores, and planner verbatims behind these trends? Download and read the full Northstar + Cvent PULSE Survey to guide your 2026 event strategy, stakeholder conversations, and supplier negotiations. 

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