It is easy to leave Las Vegas #IMEXcited, but how do you capture that lightening in a bottle and use it to power growth once you have made it back home and unpacked your bag and your inbox? As my plane idled on the runway at Harry Reid International Airport (LAS) waiting for a place in line to take off for San Francisco International Airport (SFO), I sipped my hazelnut latte and recalled some jolts of insight from three synergistic conversations on the show floor.
Because it is so easy to forget to unpack the revelations from the blur of IMEX encounters, I made a couple of notes about action items to leverage the power of these aha moments.
Time to Double Down on Marketing and Negotiations?
Associations who rely on international and government workers are feeling the VUCA (variability, uncertainty, complexity and ambiguity) sting more than almost any other group right now. They are seeing it in softer attendance numbers and higher F&B prices.
Maritz Vice President of Brand Sarah Kiefer shared this revelation from the September 2025 Maritz Trends Report and suggested it might be time for these groups to start new planning ways to attract attendees in the short and long term. “We don’t know if this is going to last, or if it is temporary so it might be an opportunity to explore new market segments,” she said.
For corporate events, some of the concern has stabilized, according to the report. The uncertainty is still there, but it isn’t rising and everyone is waiting to see what the Fall brings in terms of prices and international sentiment, Kiefer said.
Action Item: To manage possible price increases, Kiefer suggested negotiating multiyear contracts with brands. Even if weakening leisure demand results in lower RevPAR as CoStar is reporting, that may not lead to lower rates as hotels are holding firm on prices rather than giving discounts to increase occupancy. Maritz is anticipating 2% increases in rates at upper-end chains in 2027 after 1.2% in 2025 and 1.1% in 2026.
IRL Is Where It’s at Regardless of Age
It turns out, younger attendees don’t just need live events for their career development, they are advocating for investing in real life (IRL). Freeman Senior Vice President of Industry Research and Insights Ken Holsinger shared results from a recent 2025 Gen Z Report that found 89% of Gen Z professionals agree that relationships made at in-person events are critical to building professional confidence.
Read More: Bridging the Gap to Engage Gen Z
I knew this in my gut when I signed up to moderate an IMEX panel this year on the importance of IRL in the era of AI with the fabulous Caesars Entertainment Director of Marketing and Public Relations Reina Herschdorfer, Invision Communications CEO Angie Smith and OpenEvidence Vice President of Client Experience Lindsay Merkle. But understanding that the trust built at events is more valuable than ever is just the starting point.
Action Item: Focus on the fundamentals, as Holsinger said, but use AI technology to improve the parts that have the most value—the human connections. That means surveying not just attendees, but the community of possible attendees about what needs are not being met to improve the experience for everyone. If the word “engagement” by definition means “an upfront agreement between parties,” then it is in our best interest to use whatever technology is at our disposal to find out what they think we are agreeing to deliver. And according to this survey, they are looking for connection, so let’s pour our attention into the human element of gathering.
Deliver Education in New Ways
Adults learn differently than children. Those one-hour lectures from the teacher at the front of the room don’t matter if the audience doesn’t understand what’s in it for them. MPI Vice President of Consulting Jessie States suggested on focusing on what is relevant and letting them engage with the information along with their peers, rather than making them read long studies.
Learn More: Balance the State with Jessie States
Action Item: Give access, empowerment and belonging, States said. Give people the ability to choose their own path with a variety of formats and touch points. Offer a mix of education styles so they can have agency over what they consume when and how.
