Skift Meetings Forum 2026: Four Ideas Shaping Better Events

The meetings and events industry is constantly evolving. From changing attendee expectations and rising event costs to the growing role of AI and new security risks, event professionals are being asked to rethink how we plan, deliver and measure successful experiences.

I recently attended Skift Meetings Forum 2026, where industry leaders shared their perspectives on these challenges. Several conversations stood out to me, not only because of what they revealed about the industry today, but also because of what they mean for the way we approach our work moving forward.

1. The Next Generation Is Redefining the Attendee Experience

One of the most interesting discussions explored how Gen Z approaches work, career development and professional experiences.

Having come of age during a period of significant uncertainty, many young professionals question traditional expectations. Rather than asking how their lives should fit around work, they're asking how work can fit into their lives. They're more interested in developing skills, having meaningful experiences and supporting their well-being than following a traditional career path.

This shift has implications for meetings and events. Younger attendees may want opportunities to connect and learn, but that doesn't mean they want more choices or more complicated experiences. With so much information available online, too many options can become overwhelming. Clear communication, thoughtful recommendations and transparency can make decisions easier.

Are we making the value clear? Are we creating opportunities for meaningful connections? Are we making it easy for people to participate in ways that work for them? A personalized attendee experience doesn't always mean offering more options. Sometimes, it means making the right choices easier.

2. Destination Planning Requires More Flexibility

A discussion with Shannon Watson, director of MICE at Rotary, highlighted the growing complexity of selecting event destinations. Her team has traditionally organized events in the U.S. but is now considering more international destinations because some attendees face challenges entering the country.

For organizations hosting events with thousands of attendees, these decisions carry significant weight. Planning can begin as many as seven years in advance, making it difficult to anticipate future political, economic and logistical changes.

Costs add another layer of complexity. Watson discussed increases of approximately 10% to 15%, compared with the more typical 3% to 5% increases experienced before the pandemic. Tariffs, fuel prices and labor costs are among the factors contributing to the pressure.

These conversations reinforced that choosing a destination involves much more than finding the right venue. Accessibility, travel requirements, cost predictability and contingency planning all need to be considered.

3. AI Should Make Our Work More Human-Centered

AI continues to create opportunities to streamline event planning. At the conference, examples included drafting registration content, generating images, building workflows and synthesizing post-event survey responses.

These applications can reduce time spent on repetitive tasks and help teams make better use of attendee feedback. But adopting AI isn't simply about using the newest tools. It's about understanding where technology can genuinely improve the experience for planners and attendees.

We also shouldn't assume everyone is equally comfortable with AI. One discussion breaks the perception that younger generations automatically embrace it, instead they desire control, transparency and choice in technology.

The goal should be to use technology to make our work more efficient without losing the human connection that makes meetings and events meaningful. AI can support our work, but relationships, creativity and thoughtful decision-making remain essential to successful events.

4. Event Security Is Important to Building Trust

One of the more sobering discussions focused on fraud targeting the meetings and events industry. Scammers are creating fake registration websites and impersonating legitimate event organizers to steal money. During the discussion, an event professional shared a case involving a $20,000 scam.

As fraudulent websites and communications become more convincing, event professionals and attendees need to know how to verify legitimate requests. A few precautions can help:

• Verify payment requests through a trusted, independent channel, especially when payment instructions change.
• Use official registration links and make legitimate event websites that are easy to identify.
• Pause when a request feels urgent rather than allowing pressure to override verification.

Security may not be the most visible part of an event experience, but it is an important part of building trust. Protecting attendees, clients and event budgets requires awareness and clear processes throughout the planning process.

Looking Ahead

My biggest takeaway from Skift Meetings Forum 2026 is that successful events require us to look beyond logistics. We need to understand changing attendee expectations, plan for uncertainty, embrace technology thoughtfully and protect the people who make our events possible.

For Atlas Travel’s MICE team, these considerations are important as we work with clients to plan and manage their programs. Every event has its own goals, audience and challenges, and understanding those differences is essential to creating experiences that deliver value.