Business services company Maritz, based in Fenton, Missouri, released data from its “September 2025 Industry Trends” report at this year’s IMEX America conference held mid-October in Las Vegas. The summary highlights the latest trends with several actionable insights for meeting and event planners based on data gathered from Maritz’s large portfolio of client events. Findings of this year’s report involved diverse aspects of planning, from the most effective timing for hotel bookings to the latest tech and most popular seasons for hosting. The following are some top takeaways from the analysis.
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Don’t Wait—Lock in Hotel Rates Now
Planners often wonder, “Should I contract hotels several years in advance or am I better off waiting?” Although it is nearly impossible to predict with certainty what future market conditions will look like, Maritz’s current data points to booking with hotels now to lock in prices as being a smart move. While hotel occupancy and overall performance have declined this year, this does not necessarily mean lower rates in the future, according to the report. Data shows high-end luxury hotels (those typically used for meetings) are opting to raise prices and rely on rates to sustain performance rather than fill rooms by cutting price tags. -
Registration Decreases Slightly, Particularly International
When looking at data from Maritz trade-show and association events that took place between March and August this year compared to the same events during this timeframe last year, overall registrations were down, but only by 3% on average (with a lot of variation by event). Among those seeing a decline, 11% was the average registration decrease. International attendance saw a notable reduction this year due to a variety of geopolitical factors, with those registrations falling 13%. -
Tech Events Abound and Summer Gains Popularity
For both internal and external large corporate events (defined as in-person or hybrid events with 2,000-plus attendees and 5,000-plus room nights) taking place between 2018 and 2030, the tech industry is the top sector hosting. For external events, the average number of attendees is 5,500. While September and April remain the most popular months to host external gatherings, some spring volume has shifted to summer since Maritz’s last analysis, which the company notes is possibly due to better availability and rates outside of peak conference season. For internal events, the average number of attendees is 3,600, with January and February remaining the most popular months, a trend that has held steady since the last report. -
The Payment Landscape Is Changing
The days of physical payment forms could be coming to a close, the report suggests, with QR codes and digital wallets becoming increasingly popular in both everyday life and at events. These payment methods are not only convenient but also help keep payment data secure—digital wallets and apps like Venmo and PayPal use a mechanism called “tokenization” to hide credit-card information. At events, adapting to this trend might look like having QR codes for registration, so desk staff can simply scan the code, eliminating the need for attendees to pull out a physical card at the desk. Encouraging attendees to use payment apps is another way to adapt. And lastly, take advantage of hotel loyalty apps, which also can store and protect payment information for lodging. -
New Platform Emerges to Help Attendees Connect
Maritz calls out Braindate, a platform enabling attendees to find likeminded people and initiate small group discussions on topics of mutual interest. Before the event, the app prompts attendees to answer a few questions about themselves, then they’re served artificial intelligence-driven topic suggestions to post or can create their own topic. Fellow attendees can then sign up to join their “Braindate” and any others that pique their interest. On-site at the event, there is then a dedicated space where Braindates are held, and staff are present to act as concierges. Maritz trialed the app at a recent event and a postevent survey revealed it earned high ratings from attendees for fostering connections and elevating new voices.
