2026 Events Industry Trends: Insights Shaping Next‑Gen Event Strategy

2026 is charging in with new expectations, new audiences and a whole new playbook.

The events industry is entering 2026 with new expectations, new audiences and a rapidly evolving landscape. Event leaders are asking bigger questions:

How do we design events for a multigenerational audience?
How do we create meaningful moments that drive real connection?
How do we balance accelerating AI technologies with demand for human‑first experiences?
How do we measure what matters most for business outcomes?

At Maritz, we continually analyze guest insights, program data and industry signals to understand what’s shaping the future of business events.

To start off 2026, we’re spotlighting four powerful trends that are making waves in business events. In the videos below, our team breaks down the shifts we’re seeing, why they matter and how you can lean into the momentum.

Dive in. Share what stands out. Let these insights spark your next big move.

And when you’re ready to go deeper, don’t miss the full industry trends download waiting at the end packed with even more perspective on what’s ahead.

Trend 1: Multigenerational Event Design

By 2030, Gen Z will represent a significant share of event attendees. Designing for multigenerational audiences now ensures relevance, engagement and loyalty. Olivia Louderman shares three practical moves to make multigenerational experiences feel inclusive and engaging.

Trend 2: Hospitality & Moments of Magic

In 2026, the most memorable events will prioritize hospitality‑driven experiences. Small, intentional touches like welcomes, recognition moments and unexpected surprises create strong emotional connections.

Heather Merlak explains why “moments of magic” are becoming a core expectation in modern event design.

Trend 3: AI + Human- First Experience Design

AI adoption is accelerating, but audiences still want events that feel real, personal and emotionally grounded. Winning brands will use AI strategically — not to replace human touch, but to enhance it.

Here’s Rob King to tell us why we’re hitting a major turning point for AI and what it means for your events.

Trend 4: Event Data, Measurement & ROI

In 2026, event leaders who elevate their approach to measurement are the ones who will stand out. Effective measurement starts with clear objectives and maps directly to attendee behavior and business impact.

Amy Kramer provides a practical framework for elevating measurement and demonstrating event value.

There’s even more to explore!

Grab the full list of 2026 trends to see the wider landscape and the trends we believe will shape business events in 2026. Consider it your head start for the year.