Event planners and hotels have a lot on their plates in 2025—what else is new? According to the latest Meetings Industry PULSE Survey, budgets are tightening, political and economic uncertainty is making decision-making harder, and event costs are climbing fast.
But demand for hotels and venues is holding steady, and most planners still see meetings as one of their most valuable business tools. That makes the relationship between event planners and hotels as important as ever.
In 2025, hotels that foster strong relationships with event planners will win more group business, increase revenue, and future-proof their operations. Here are nine great ways to do just that.
The current state of the events and hospitality industry
The events and hospitality industry in 2025 is marked by shifting attendee expectations, economic challenges, and technological advancements.
Because of these changes (both good and bad), event planners and hotels find themselves at a critical crossroads. Hotels that adapt quickly to emerging trends will gain a competitive edge, while those that resist change risk falling behind.
Here’s where the events and hospitality industry is at right now:
1. It’s all about personalization
Personalization isn’t just important for guests. Today’s event planners and attendees expect personalized experiences, curated content, and seamless interactions at every touchpoint. Do this by:
Personalizing your requests for proposals (RFPs) responses using AI-powered tools.
Offering unique event spaces tailored just for them and showing them using 3D diagramming technology.
Provide local expertise and recommendations.
Discover the key issues facing event planners today
2. AI is boosting productivity and partnership
Artificial intelligence has transformed how hotels and event planners collaborate. Reduce time-consuming manual processes by using AI tools to analyze guest data to provide personalized guest experiences, enhance customer support, strengthen collaboration in room diagramming, prioritize leads and more.
3. Data activation is still a challenge
Hotels sit on a wealth of valuable data, from STR Reports to your marketing and guest reservation systems. However, you may still struggle to turn it into actionable insights.
In 2025, expect to see increased investment in predictive analytics to help hotels and planners make smarter, data-driven decisions.
4. Return on relationships (ROR) will be critical
Event planners aren’t just looking for a venue; they’re looking for a long-term partner. With budgets tightening and expectations rising, hotels that prioritize relationship-building over one-time transactions will secure more repeat business.
5. Field marketing events are driving group business growth
Field marketing events—including roadshows, pop-ups, VIP networking experiences, and executive retreats—are driving more group business to hotels. Properties that offer versatile spaces, high-touch service, and integrated event support will attract planners looking to create immersive brand activations.
6. Unique venues and destinations are still popular
While major hotel brands remain a staple for large-scale events, planners are increasingly seeking out unique and experiential venues. Boutique hotels, historic properties, and non-traditional event spaces (like rooftop lounges, vineyards, and wellness retreats) continue to be in high demand.
For hotels, this means leaning into unique differentiators. For example, offer culturally immersive experiences, outdoor event options, or destination-driven packages.
7. Technology helps support accessibility
Hotels and venues are investing in adaptive technology, real-time captioning tools, sensory-friendly spaces, and mobile accessibility apps to meet the needs of diverse attendees.
Planners are prioritizing venues that offer seamless accessibility solutions, ensuring that every guest, regardless of ability, can fully participate in events. Here’s what Sarah Dietrich, Business Development Manager for Warwick Conferences told us:
“We’ll see more quiet spaces introduced in venues, hotels, and events for greater inclusivity. This will result in a trend for streaming stages so that in-person audiences can remove themselves from the strobe lighting or intensity of the main stage auditorium and watch from the relative calm of a space designed especially for them.”
8. Hotels and venues are adopting smarter tools for data security
As digital booking platforms, mobile event apps, and AI-driven tools become the norm, data security has become a top priority. Event planners need assurance that attendee information, payment details, and proprietary event data are protected.
In response, hotels and venues are investing in enhanced cybersecurity measures and secure platforms and technology to safeguard sensitive information.
Why the relationship between event planners and hotels is so important
The success of the meetings and events industry depends on the strength of the relationship between event planners and hotels. Creating a well-aligned partnership will give your property the upper hand against businesses that prioritize revenue. In fact, here’s what a planner recently told us:
“Hotels currently have the advantage due to high demand, but the balance eventually will shift. Genuine partnerships built on understanding and flexibility are increasingly rare, which is disappointing. For some hotels, revenue seems to be the only priority.”
Once again, times are heading in an uncertain direction and optimism levels, according to the PULSE report have dipped since early fall. 32% of planners say they are more optimistic now than they were six weeks ago while 23% are less optimistic.
This is a prime opportunity to step up and support event planners in the ways they’re asking to be supported.
9 Creative Ways to Strengthen the Relationship Between Event Planners and Hotels
The relationship between event planners and hotels is more than just a transaction. Today, it’s a partnership that leads to repeat business, higher event success rates, and long-term loyalty.
But with challenges arising for both event planners and hotels, it’s time to find new and innovative ways to collaborate more effectively. Here are nine creative ways to build a stronger, more productive relationship between event planners and hotels.
1. Speed up the RFP process with AI and automation
Time is money, and event planners don’t have time to wait days (or weeks) for RFP responses. According to the 2025 Cvent Planner Sourcing Report, 80% of planners say the ideal RFP response time from a hotel or venue is four days or less.
Adopt AI-powered RFP response tools and automation software to provide planners with faster, more detailed proposals, increasing the chances of winning business.
Instant pricing calculators help planners compare costs without back-and-forth emails.
Use AI-driven RFP tools to auto-fill responses based on previous event history, saving time for both hotels and planners.
Chatbots and virtual assistants provide real-time answers to common planner questions.
Why it works: Faster responses show reliability and efficiency—two qualities planners prioritize.
2. Offer exclusive perks for repeat planners
Loyalty goes both ways. Reward repeat planners with exclusive benefits and you’ll see more return business. Instead of generic loyalty programs, create customized incentives for planners based on their event volume and preferences.
Discounted room rates or complimentary upgrades for VIP attendees.
Free meeting space or additional perks (like AV equipment or extra coffee breaks) for planners who book multiple events.
Dedicated account managers for repeat clients to create a more seamless experience.
Why it works: Incentives make planners feel valued and appreciated, leading to stronger long-term relationships with hotel partners.
3. Build customizable packages to increase flexibility
Planners are tired of rigid, one-size-fits-all event packages. They want more control over pricing, services, and add-ons.
According to the PULSE report, 52% of planners are experiencing difficulties such as inflexible contracts. Meanwhile, 23% of event planners say hotels and venues could improve their RFP responses most when it comes to flexible terms and 20% say flexible dates are important.
Offer customizable event packages to appeal to planners who need tailored solutions for different client needs.
Allow planners to mix and match services (F&B, AV, room blocks, venue space) to fit their event.
Offer modular pricing so planners can scale services up or down based on budget.
Create seasonal or industry-specific event packages that cater to different planner segments.
Why it works: Flexibility makes it easier for planners to justify budgets and build client-friendly proposals, increasing booking likelihood.
4. Create a dedicated event planner concierge team
Planners need a reliable partner who understands their unique needs. Offer dedicated concierge teams for planners that can provide a higher level of service and ensure smoother event execution.
Assign a single point of contact who works with the planner from contract to event completion.
Provide a planner-only hotline for urgent requests or last-minute changes.
Offer exclusive pre-event planning sessions to walk through logistics and ensure seamless execution.
Why it works: A single, dedicated contact helps planners avoid miscommunication and logistical confusion, ensuring a smoother event experience.
5. Leverage virtual site inspections and digital planning tools
Planners don’t always have time to visit venues in person before making a decision. Almost half of planners (49%) are spending more time using technology to review event space diagrams and specifications.
In addition, 19% of planners say hotels and venues could improve their RFP responses most by including diagrams and 17% say 3D or virtual tours.
Offer virtual site visits and digital event planning tools to make the selection process faster and more convenient.
3D virtual tours allow planners to explore event spaces remotely.
Augmented reality (AR) tools help planners visualize different seating arrangements and décor.
Interactive floor plans let planners experiment with layouts before committing.
Why it works: Virtual tools speed up the venue selection process and make it easier for planners to present options to clients without requiring travel.
6. Strengthen sustainability partnerships
Sustainability isn’t just a trend. Planners are increasingly looking for eco-friendly venues that align with their clients’ ESG (Environmental, Social, Governance) goals. Here’s what a planner told us in our latest PULSE of event professionals:
“The expertise of some hotel staff members is lacking, resulting in more difficult communication. Getting my local hotel to buy into sustainability efforts is difficult.”
Take proactive sustainability measures to attract more business:
Provide detailed sustainability reports to planners for post-event impact measurement.
Offer zero-waste catering options and carbon offset programs for events.
Highlight LEED-certified venues and green energy initiatives.
Why it works: Planners are under pressure to meet corporate sustainability goals—hotels that offer measurable green initiatives will stand out.
7. Streamline communication with a planner-hotel portal
Communication breakdowns are a major pain point for planners. Use a centralized planner-hotel portal to streamline interactions and eliminate unnecessary back-and-forth emails.
Provide real-time updates on contracts, floor plans, and catering details.
Allow planners to submit requests, check event status, and update preferences in one place.
Integrate with event management platforms like Cvent for seamless collaboration.
Why it works: A well-organized portal reduces miscommunication and improves workflow transparency, helping both planners and hotel teams stay aligned.
8. Co-host industry events and thought leadership panels
Position yourself as thought leader in the event space to build stronger relationships with planners. Hosting networking events, industry panels, or educational workshops can make a hotel a go-to resource for planners.
Organize invite-only planner networking events at the hotel.
Partner with event agencies to host webinars on industry trends.
Offer planner-exclusive FAM trips to showcase new event spaces and capabilities.
Why it works: These events strengthen relationships, increase brand credibility, and drive more direct planner engagement with the hotel.
9. Enhance personalization for planners and their clients
Planners want a customized experience when working with hotels. Provide tailored proposals, special incentives, and unique planner experiences to help hotels build stronger partnerships.
Customize booking experiences based on past planner preferences.
Offer exclusive site visit experiences, including private tastings or VIP accommodations.
Provide post-event insights and recommendations for future improvements.
Why it works: When planners feel like valued partners rather than just another client, they’re more likely to book again and again.
Implement these strategies today to take your event planner and hotel partnership to the next level
A strong relationship between event planners and hotels is built on trust, efficiency, and innovation. Embrace faster processes, greater flexibility, sustainability efforts, and personalization to become true partners rather than just vendors. Download the latest Pulse of Event Professionals to find out more.
Mansi Soni
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