Amex GBT Forecasts 2027 Meeting Optimism Amid Cost Control Shifts

Global Meeting Sector Shows Strong Optimism for 2027

Global meetings and events professionals express significant optimism for the sector's health in 2027, with 93% holding a positive outlook, according to Amex GBT’s 2027 Global Meetings and Events Forecast. This positive sentiment prevails despite ongoing geopolitical uncertainties and rising operational costs.

Gerardo Tejado Donde, senior vice president of professional services at Amex GBT, stated that while optimism is high, it is tempered by a realistic understanding that 2027 will necessitate improved risk management and stringent cost control measures.

Professionals are committed to proceeding with events and are adopting new strategies to ensure their success in the evolving economic climate.

Strategic Shifts Towards Cost Reduction and Attendee Experience

For 2027, meeting professionals will focus on three core priorities: enhancing the attendee experience, strengthening risk management and compliance, and reducing overall costs. The forecast indicates that the cost per attendee is projected to increase across all event types.

To mitigate these rising expenses, some planners are considering alternative destinations and venues rather than cancelling events outright. Amex GBT's report also found that 24% of respondents plan to change their hotel or accommodation choices specifically to manage cost disruptions, reflecting a clear shift in procurement strategies.

Hotel Rates and Venue Choices Evolve

Global hotel room rates are anticipated to be more expensive in 2027, driven by sustained corporate demand, as per Amex GBT. This trend has made cost the foremost consideration for meeting organisers when selecting a venue.

Consequently, there is a growing pivot away from conventional hotels towards alternative spaces such as restaurants, cultural institutions, and boutique venues. These options are chosen for their distinctiveness while still meeting event requirements.

Furthermore, 39% of meeting professionals are prepared to change a meeting’s destination, and 37% intend to host more virtual events to manage costs.

In North America, where staffing and expenditure are key concerns, planners expect to organise events closer to home with longer lead times, with Orlando, Las Vegas, and Chicago identified as top destinations for the region in 2027.

Asian Industry Adapts to Global Cost Pressures

The global trends outlined in the Amex GBT forecast will have direct implications for Asia’s robust meetings, incentives, conferences, and exhibitions (MICE) sector.

As cost per attendee rises globally and hotel rates increase, Asian MICE hubs like Singapore, Bangkok, and Hong Kong will likely see increased demand for adaptable and cost-effective venue solutions beyond traditional hotel ballrooms.

Event organisers in the region may increasingly explore cultural sites or unique boutique spaces to deliver distinctive attendee experiences while managing budgets.

Furthermore, the growing preference for virtual events could influence the volume of international MICE arrivals to Asia, prompting local hospitality providers and convention bureaux to innovate their offerings and pricing models to remain competitive.