Immersive environments outpace traditional spaces
By Blair Potter
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 explains. “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 foster connection and memorability, not just deliver content.”
Mark explored 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+” on Smart Monday, powered MPI. We caught up with him to unpack some of the key takeaways for event professionals.
One standout insight from the report? The rising importance of food and beverage. “It’s now considered as important as the venue’s physical features, with planners rating it a nine out of 10,” Mark notes. “What’s more, 74% are calling for creative food stations, making catering not just about sustenance, but a central part of experience design. It’s clear that meeting design is evolving holistically, with every element used to engage, energize and connect people.”
Looking ahead, Mark expects sustainability and data transparency to 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,” he says. “That disconnect is being noticed. I think we’ll see growing pressure for real-time, verifiable sustainability reporting—something that could very well shape venue selection in the coming years.”
Smart Monday and similar events are vital platforms for IACC, Mark adds, offering the chance to share insights directly with planners and spark meaningful dialogue.
“We don’t just share data—we listen to the challenges and changes planners are navigating in real time,” he says. “These conversations help ensure the Meeting Room of the Future stays grounded in reality and continues to reflect the evolving needs of our industry.”
IACC booth C4565
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