“Meeting professionals don’t typically know how to get FIFA tickets,” says Marc Matthews, founder and CEO of Pulse Experiential Travel, a strategic fulfillment partner to the incentive loyalty and meetings and events industry in North America. “It’s not a simple thing.”

Although prospective in-person spectators can see FIFA matches and the cities in which they’ll play, the organization does not have a box office or a Ticketmaster-like website to grab tickets. “It’s very difficult for planners to find the actual tickets they can offer their clients with any sort of assurance,” Matthews says. “To get FIFA tickets, you have to have an account set up with FIFA and enter a lottery, and you’re only able to get four tickets per match.”

This period, called the Random Selection Draw phase, can result in either a successful (meaning fans will receive tickets to every game they applied for) or partially successful application (fans received tickets to some, but not all, of the games to which they applied).

Read More: FIFA 2026: The North American Takeover

After this lottery phase, FIFA will open a Last-Minute Sales phase in early April, which will be allocated on a first-come, first-serve basis, in addition to running its own resale/exchange marketplace.

Matthews’ operation—which, along with soccer, deals in football, golf, basketball and even horse racing—allows corporate clients to order far more than four tickets per match, with clients ordering upwards of 30 tickets at a time. For meeting professionals who don’t normally deal in large-scale international sports events, Matthews eases that process.

There are four categories of tickets: sponsored tickets, category one, category two and category three/four, the last of which are combined due to scarcity. “If you look at a seating chart for a World Cup venue, there’s a very small fraction of tickets that are actually category four,” Matthews says.

The Most Popular Locations

According to FIFA, the five games that had the highest number of ticket requests are as follows:

  • Colombia vs. Portugal—June 27 in Miami
  • Mexico vs. South Korea—June 18 in Guadalajara
  • The final (teams TBD)—July 19 in New York/New Jersey
  • Mexico vs. South Africa (tournament’s opening match)—June 11 in Mexico City
  • Round of 32 match (teams TBD)—July 2 in Toronto

Beyond the highest number of tickets sold, Matthews names a few other U.S. cities that are of heightened interest. “Dallas is very prevalent. Atlanta has semi-final matches, so there’s a lot of interest in that area as well,” he says. “Really, any city that’s going to have a Team USA match, such as Seattle on June 19th, is extremely popular.”

Read More: Planning Around FIFA World Cup 2026?

FIFA and Experiencing the City

Matthews went on to highlight the importance convenience and proximity have in shaping a group’s experience around FIFA. “To have a group go to Seattle, where you have great hotels, great facilities, great entertainment, dining options, all within a half mile of the stadium; they can walk to the stadium if they want to. That sort of convenience you don’t have in L.A., you don’t have in New York.”

When looking at large-scale events, Matthews looks at the entire experience beyond the event itself, from accommodations to entertainment that may be around the stadium. Although the sports event is the highlight, it’s only a fraction of the time spent in the host city.

“How are they going to manage those transfers and the accommodations the rest of the weekend?” he asks. “The hotels [in FIFA host cities] are all three-night minimum. The match is for just a day, a couple of hours in the afternoon. What are you going to do for the rest of the time? Where are you going to have your dinners? Where are you going to have your entertainment? Where are you going to have your networking opportunities to really make the weekend special? FIFA is not giving these tickets away, so it’s a good investment for these corporations to invest in.”

From a $200 million Las Vegas-area transformation to the post-hurricane rebirth of Florida’s iconic “Pink Palace”

As the hospitality industry gears up for a robust 2026, several properties in the United States mainland and Puerto Rico are unveiling massive renovations, brand conversions, and expanded event spaces designed to elevate the guest and planner experience. Whether you are looking for a wellness-focused corporate retreat in downtown Atlanta, a historic equestrian resort in Arizona, or sweeping Gulf views in St. Pete Beach, these six properties offer state-of-the-art facilities, elevated luxury and highly anticipated new venues for groups of all sizes.

JW Marriott Atlanta Downtown

JW Marriott Atlanta Downtown_Guest Room
King guest room

Reopening in spring 2026, JW Marriott Atlanta Downtown debuts following a complete transformation of the former W Atlanta Downtown. The reimagined luxury hotel features 237 guestrooms and marks the U.S. debut of JW Marriott’s wellness-focused Mindful Floor.

Inspired by Atlanta’s railway heritage and urban canopy, the sophisticated design introduces a tranquil lobby with a 360-degree bar and a new Italian-inspired restaurant. Guests will enjoy premium amenities including one of the city’s largest Executive Lounges, a rooftop pool bar, a JW Garden, spa, fitness center and refreshed meeting spaces, bringing understated elegance to the city’s heart.

Rancho De Los Caballeros

Rancho De Los Caballeros Resort Pool Complex
Pool complex

Following a $100 million multi-year renovation, Rancho de los Caballeros in Wickenburg, Arizona, unveils its next chapter, blending modern luxury with its nearly 80-year legacy. The extensive transformation introduces the new four-bedroom casita-style Wickenburg Suites, complete with hand-plastered fireplaces and golf course views.

 

Guests can enjoy the reimagined Quarter Horse Terrace and a spectacular new resort-style pool complex featuring a zero-entry pool, lap pool, cabanas and a new restaurant. Property-wide enhancements also include refreshed guestrooms, upgraded meeting spaces, the debut of fine dining, spa improvements and continued investment in the resort’s signature equestrian programming.

La Concha Resort

La Concha Resort welcome reception

La Concha Resort, Puerto Rico, an Autograph Collection Hotel has unveiled an $80.2 million transformation, officially joining Marriott’s Autograph Collection. The extensive renovation introduces 235 revamped suites in The Suite Tower and 35,000 sq. ft. of combined indoor and outdoor event space.

Highlights include the modernized 5,576-square-foot Las Nereidas Ballroom and the scenic Marena Outdoor Pool Deck. Guests will discover elevated culinary experiences, including Levant by Michelin-starred Chef Michael White, alongside the new Elemara Spa. To celebrate, the “Great Group Escape” package offers exclusive rates, suite upgrades and valuable group concessions for 2026 events.

Edgewood Tahoe Resort

Edgewood Tahoe Resort Edgewood View
Edgewood View

Edgewood Tahoe Resort in Nevada has announced a major expansion of its lakefront Clubhouse, growing from 31,753 to 44,463 sq. ft. to elevate South Lake Tahoe events. Debuting in late 2026 and hosting private events by March 2027, the project introduces the 5,600-square-foot Stillwater Grand Ballroom, accommodating over 350 guests with sweeping alpine and lake views.

Additional highlights include the new Lakeshore Room for intimate private dining and the 2,100-square-foot heated outdoor Stillwater Deck for year-round celebrations. Supported by an expanded banquet kitchen and sustainable site improvements, the reimagined Clubhouse offers unmatched flexibility and seamless indoor-outdoor flow for weddings and corporate gatherings.

Green Valley Ranch

Green Valley Ranch West Tower Strip Suite
West Tower Strip Suite

Green Valley Ranch Resort in Las Vegas has unveiled its reimagined West Tower luxury suites, completing a major phase of its landmark $200 million property-wide transformation. The renovation introduces 71 sophisticated suites, including the expansive 2,790-square-foot Strip Suite, featuring a rooftop patio and 180-degree views.

Guests will enjoy elevated, personalized butler service tailored for bespoke experiences. Catering to event professionals, the resort is also revamping its meetings and convention spaces, set to debut in early 2026 with flexible, contemporary venues.

The Don CeSar

The Don Cesar indoor meeting space

The iconic Don CeSar, the historic “Pink Palace,” in St. Pete Beach, Florida, has officially unveiled its stunning new 7,400-square-foot Royal Ballroom, expanding its premier event offerings following a multi-million-dollar, post-hurricane renovation.

The ballroom features sweeping Gulf views, twin curved staircases, and an adjacent foyer and veranda, supported by advanced AV and full-service event production. Joining 12 other meeting spaces, the resort also showcases refreshed public areas, elevated seaside glamour, and flexible group dining led by Executive Chef Alexander Reyes.

In this week’s Smart Travel, we look at developments that could influence everything from contingency planning to incentive inspiration. As flight disruptions ripple across parts of the Middle East, charter providers are stepping in to support evacuation movements, underscoring the importance of backup travel strategies for international programs. Meanwhile, immersive experiences abroad continue to evolve, with a Scottish castle turning team bonding into a real-life game of strategy inspired by The Traitors.

There’s more on the horizon, from luxury yacht itineraries that could inspire high-end incentives, to new research showing travelers increasingly trust AI to help plan their trips, and fresh meeting space opening at Sandals Dunn’s River in Jamaica.

As always, Smart Travel is here to bring you the latest updates shaping the way we move, meet and plan.

Charter Evacuation Flights Increase as Middle East Disruptions Continue

As geopolitical unrest continues to disrupt aviation across parts of the Middle East, private charter providers are stepping in to support evacuation movements for governments, corporations and private travelers.

London-based ACC Aviation confirmed it is arranging charter flights for clients seeking to exit affected areas as commercial aviation capacity tightens and airspace restrictions continue to evolve. The company currently has the capability to arrange private charter departures from Muscat and several airports in Saudi Arabia, while monitoring additional routing options as operating conditions shift.

“Our absolute priority is the safety and well-being of our clients,” said Charlie Wilcox, director of charter at ACC Aviation. “We are monitoring the airspace situation in real time and working closely with trusted operators and relevant authorities to ensure every flight is conducted to the highest possible standards.”

ACC Aviation says it has already seen an increase in evacuation-related charter inquiries as conditions change across the region. The company is also advising travelers and organizations to exercise caution when arranging private flights during periods of disruption, noting that opportunistic pricing and unverified operators can emerge when demand spikes.

For meeting planners managing international programs or executive travel, the situation is a reminder that contingency planning remains essential. When commercial options become constrained, vetted charter providers can offer an additional layer of flexibility for relocating attendees, supporting executives or maintaining critical travel movements.

The Traitors-inspired Group Experience Highlights Demand for Entertainment-Focused Programming

For planners searching for incentive experiences that feel truly unforgettable, a new Scottish Highlands program turns a private castle into the stage for a real-life game of strategy and suspense.

Inspired by the hit series The Traitors, the immersive experience invites groups to step into a multi-day storyline built around shifting alliances, secret missions and dramatic round-table debates. Over three nights, a historic Scottish castle becomes the setting for challenges designed to test trust, observation and teamwork.

Guests arrive deep in the Highlands before setting out across rugged terrain to locate the castle where the game begins. From there, the narrative unfolds through a series of daily challenges that may take place on remote lochs, wooded trails or within the castle’s halls. Clues are decoded, alliances formed and suspicions quietly build.

Between missions, the program weaves in Highland storytelling, clan history and ancestry insights led by expert guides, along with moments to relax, such as fireside whisky tastings inside the castle.

Evenings culminate at the “round table,” where participants debate, accuse and vote on who might secretly be working against the group. The final night ends with a candlelit banquet and a dramatic reveal of who among the players was a Traitor all along.

Designed for groups of about 10 to 30 participants, the experience reflects the growing appetite for immersive, story-driven incentive programs where the destination itself becomes part of the narrative. For planners looking to reward top performers or create memorable team bonding, a Scottish castle mystery might be one way to keep everyone guessing—in the best possible way.

The Ritz-Carlton Yacht Collection Expands Asia and Alaska Voyages for 2027

The Ritz-Carlton Yacht Collection has unveiled new Summer 2027 itineraries aboard Luminara, including expanded sailings in Alaska and new ports across Asia, offering planners another option for high-end incentive travel and executive retreats.

The season will feature 21 voyages between April and October 2027, with 15 sailings exploring Alaska’s Inside Passage and four journeys across Asia, plus two transcontinental crossings. Sailing between Vancouver and Whittier, Alaska, itineraries emphasize smaller ports such as Wrangell and Klawock, along with glacier cruising through Tracy Arm Fjord and opportunities for wildlife viewing during bear and salmon seasons.

“Our Summer 2027 season on Luminara reflects our continued focus on immersive exploration by sea,” said Ernesto Fara, president and CEO of The Ritz-Carlton Yacht Collection. “These voyages invite guests to connect with remarkably distinct regions in a way that feels seamless and enriching.”

Asia itineraries introduce new ports, including Seoul as a turnaround gateway and Tianjin, providing access to Beijing. Northern Japan also joins the lineup with inaugural calls in Otaru and Akita, adding smaller cultural destinations to voyages that begin or end in Tokyo.

With just 226 suites accommodating up to 452 guests, the yacht’s intimate scale allows access to smaller harbors while offering private terraces, expert-led talks, wildlife observation sessions and curated shore excursions.

For meeting planners designing luxury incentives or executive experiences, yacht-style voyages like these offer a growing alternative to traditional cruise programs, combining the privacy of a charter-style setting with built-in cultural programming and destination access.

New Research Shows Travel Tops the List for AI Trust

A new survey of more than 1,000 consumers by travel publisher Matador Network found that respondents trust generative AI to assist with travel planning more than any other common task. Thirty-six percent of those surveyed said they have complete or near-complete trust in AI to provide travel recommendations and itineraries, ranking higher than shopping advice, information searches and work-related tasks.

“Travel is one of the most effective ways to use AI, and also one of the most fun and lowest stakes,” said Matador Network CEO Ross Borden. “With just a little high-level info about who you are and what you care about, AI can cut through 95% of the noise in the travel planning process.”

The findings reflect growing adoption of AI-powered tools such as GuideGeek, Matador’s conversational travel platform that generates customized itineraries through messaging apps like WhatsApp, Instagram and Facebook Messenger. Since launching in 2023, the tool has grown to more than 1 million users and now integrates more than 1,000 sources of travel data.

As travelers become more comfortable using AI to shape itineraries, destination discovery and trip logistics, planners may see growing opportunities to incorporate AI-driven tools into attendee recommendations and pre-event travel guidance.

Sandals Dunn’s River Debuts New Conference Center in Jamaica

Sandals Resorts has expanded its meetings offering in Jamaica with the debut of the Louis Grant Conference Center at Sandals Dunn’s River in Ocho Rios.

The new facility introduces 8,000 sq. ft of dedicated meeting and event space, making it the largest conference venue within the Sandals portfolio in Jamaica. The flexible main venue spans 5,396 sq. ft. and can host up to 500 guests reception-style or be divided into three separate ballrooms. Two boardrooms and two pre-function areas support registration, networking and breakout sessions.

Executive Chairman Adam Stewart said the space honors the legacy of longtime Sandals leader Louis Grant, who spent more than 25 years with the company and previously served as general manager of Sandals Dunn’s River. “I am a huge believer in paying tribute to those who came before us, and we owe so much to Mr. Louis Grant, whose leadership helped define the very soul of this resort,” Stewart said.

The addition expands options on Jamaica’s north coast with a purpose-built conference venue set within the resort’s all-inclusive environment. Located minutes from Ian Fleming International Airport, the property combines conference infrastructure with beachside programming, group excursions and resort amenities, offering planners the ability to blend meetings, incentives and leisure experiences in one destination.

Timeless empowerment examples from The Vinoy

For the dynamic leadership team at The Vinoy Resort & Golf Club, Autograph Collection, Women’s History Month is as much about looking forward as it is about building on a storied past. Since 1925, the pink beacon on the waterfront has offered elegance and culinary delights, but for Hotel Manager Lindsey Barton and Director of Sales and Marketing Alice Land, the resilient story of the building’s abandonment and resurrection into the sophisticated venue groups appreciate today is a reminder to look forward and adapt to modern expectations.

Hospitality Roots

Lindsey Barton
Lindsey Barton

Barton’s first job was in a pizzeria. She has always had a hand in “breaking bread” and creating experiences for people. She went to culinary school and then navigated to the front of the house at Marriott International. From her time as a server at JW Marriott Orlando Grande Lakes to leadership at Orlando World Center Marriott, where she played a role in renovating four of the seven outlets as director of restaurants to her time at Marriott corporate as senior director of restaurant and bar, she learned to “sell the dream” working with teams and ownership groups to create unique experiences that fit the brand story.

Read More: Beyond Awareness: Women, Leadership and Intentional Change

“Growth was big on my radar and I had to constantly step outside of my comfort zone,” she said. Returning to the property level at The Vinoy in a management role brought all of that experience full circle.

“I have been tremendously supported throughout my career,” Land said, citing the influence of mentors who have stepped up when she needed them most, an experience she tries to pass on to her team. “I have also learned how to walk into spaces that may be a little troubled and find a way to fix it by building a culture and creating an environment that is comfortable and cohesive.”

Land also started working in restaurants in high school and college. “I realized how much I value creating memorable experiences for people. Delivering great service and positively impacting someone’s day gives me an energy that’s truly priceless,” she said.

After graduating from University of South Alabama with a degree in hospitality and business management, she was offered an internship with Marriott International. From front desk—the beating hub of any hotel—to catering, event management and, ultimately sales, she never looked back. Eight brands and three or four different states and many mentors later, she has found a home that blends a brilliant team with an iconic property.

The pair see themselves as caretakers of a place that has been brought back to celebrate its original glory by catering to a modern clientele looking for fresh ways to gather. “When you have a historic hotel, it’s not old, it’s timeless. There’s a difference. We want to usher in the fact that we’re very much in the present,” said Land.

Read More: Lessons From Marriott’s ‘Yes, And’ Event Leadership

While some of the architectural grandeur dates back 100 years, a new Elliott Aster restaurant from award-winning Chef Lee Wolen replaces the original dining hall with a refined space for wood-fired steaks and decadent pastas and antipastis. A savory example of old being made new again.

From Grind to Balance

Alice Land
Alice Land

Even in a 24/7/365 operation like a hotel, the people moving the gears behind the scenes need to be able to have some relief to sustain the passion. “We were used to the grind, used to working a million hours a week, but we also have to put ourselves in their shoes and understand they need some balance,” said Barton.

When Land was coming up the ranks, she didn’t have female general managers, hotel managers or directors of sales. Now there are more female executives than male executives on property. “I am always looking for ways to encourage their confidence,” she said.

Land believes in the power of transparency to move teams forward. “If I share the why behind the decisions, not just the what, it helps them to understand the purpose, engage differently, and see where they fit in and how that matters,” she said. Twenty years ago, employees were told, “Do this,” and that was the end of the conversation, but she sees better results when she encourages emerging managers to take the lead, make decisions and step up so they can grow. “It is beautiful to see,” she said.

Barton encourages executives to run the business like it is theirs. “I want to empower them so they can empower their teams,” she said.

Encore’s Women in Audio Visual Events (WAVE) Community is redefining what leadership looks like in event technology. Grounded in the belief that community fuels possibility, WAVE creates intentional pathways for women to connect, grow and lead in the event technology industry.

Through recruitment, education, mentorship, experiential learning and community partnership, WAVE bridges the gender gap while elevating women at every stage of their careers. Encore’s sustained investment in this work has resulted in women representing 20% of event technology hires over the past three years, demonstrating measurable progress and momentum. More than a program, WAVE is a movement—amplifying representation, accelerating innovation and shaping a more equitable future for live events.

We asked WAVE participants how they define their wins and inspire those following in their footsteps.

Cecilia MullinsCecilia Mullins

Technical Lead

Three verbs that fueled your hospitality career momentum.

Help, Accelerate, Lead

Your biggest win in 2025.

Going from Technician to Tech Lead.

One way you empower others.

Being a part of my region’s tech council and being a voice for technicians in Baltimore.

What future generations can learn from your journey.

It is OK to ask questions and to ask for help. Never be afraid to do something that scares you because you will learn from it.

Valentina GonzalezValentina Gonzalez

Project Manager

Three verbs that fueled my hospitality career momentum.

Build. Lead. Elevate.

Building high-performing teams, leading through transition, and elevating operational standards have fueled my career in hospitality and event technology.

Biggest win in 2025.

My biggest win in 2025 was building and strengthening a team of technicians while expanding my own leadership path from Director of Operations into my current role as Project Manager. Developing talent while simultaneously evolving my own career required strategic thinking, resilience, and trust in my vision. Seeing the team grow in skill, accountability, and confidence — while earning a promotion into a more strategic role — was a defining milestone. It reinforced that strong leadership creates momentum not just for one person, but for everyone around them.

One way I empower others.

One way I empower others is by leading with both competence and personality. In an industry that can sometimes feel rigid or intimidating, I believe it’s important to show that you can be technically sharp, strategically strong, and still fully yourself. As Project Manager at the Marriott Marquis and through my involvement with WAVE Events, I make it a point to lead authentically — allowing my personality to show while maintaining high professional standards. That visibility matters. When women see someone confidently owning both their expertise and their individuality, it makes leadership feel more attainable.

What future generations can learn from my journey.

You don’t have to shrink to succeed in this industry. My journey has shown me that technical expertise paired with decisive leadership creates opportunity. Growth often comes during uncomfortable seasons—rebuilding teams, navigating change, stepping into larger rooms. Those moments are not obstacles; they are invitations. Future generations should know: master your craft, understand the business, protect your standards, and don’t wait for permission to lead

Lauren HolseyLauren Holsey

Event Operations Supervisor

Three verbs that fueled your hospitality career momentum.

Resilience, Faith, Service.

Your biggest win in 2025.

Overcoming mental, physical and spiritual battles.

One way you empower others.

I always do my best to uplift those around me, especially other women in the industry. I don’t want anyone to feel defeated, unmotivated or neglected. Therefore, I strive to speak life and positivity to others every day.

What future generations can learn from your journey?

Don’t ever give up on yourself nor on the Dreams and Visions God gave you. You have everything you truly need inside of you; Therefore, You must steward the gifts and talents you’ve received responsibly. Always Love & Respect yourself, as well as other people. Remember that growth and wisdom develops over time. Trust the process, Embrace it.

Laura MassasLaura Massas

Show Producer

Three verbs that fueled your hospitality career momentum.

If I had to choose three verbs that have fueled and continue to fuel my career, they would be anticipate, communicate, and collaborate. Anticipating needs for both clients and crew is something I keep at the forefront of how I tackle the planning process with the goal of having plans in place for a smooth event execution. Communication is a key facet of all phases of my career to ensure clients know what to expect for their event and my crews know what the client vision and expectations are so we can best bring everything to life. Finally, the clear communication leads to my favorite of these three which is collaboration. Collaborating with clients on building the reality of their vision is an exciting process no matter the size and scope of the event. Collaborating with my crew feels like magic coming to life before my eyes as they are subject-matter experts in each of their disciplines. The mutual trust that comes with collaboration translates into shows that are executed at the highest quality and with enthusiasm and passion.

Your biggest win in 2025.

In the summer of 2025, I was the show producer for a rather large show that had an intricate run of show including entertainment acts as well as several vendors participating in various portions of the production. Throughout the planning process, there was a high amount of education needed, clarifications of roles, expectations, and scope, and a plethora of additional conversations and collaboration needed to ensure all aspects of the event were moving forward and we had plans for the things we anticipated going in potentially a different way.

Fast forward to being on show site, after rehearsals and a successful show kickoff the client pulled me aside during a break and thanked me for all the support throughout. They said they didn’t quite grasp my role during the planning but once they saw me in action during rehearsal and how the presenters and crew alike responded to how I was running things, they finally understood every question and every clarification I had given them throughout.

They went so far as to ask for us as a company to come to the table in the post-show debrief with what it could take for us to take over all aspects of production. Going from having 4-5 different vendors in the show production space to gaining the client’s trust in such a way that they wanted us to take over all production was a huge win and something that wasn’t done in a vacuum. That win came about from my efforts as well as my planning colleagues and my on-site crew clearly communicating, collaborating, and anticipating the client’s needs to demonstrate our strengths and value.

One way you empower others.

I believe in empowering others by meeting them where they are and showing them different paths to consider as they continue their journeys. From one-on-one conversations with Associate Producers and Production Coordinators to participating in the WAVE Summit Orlando as a panelist, I love to talk about my journey as well as observations made of those around me through the years to bring different perspectives for how to navigate career options. I believe knowledge is power and being informed as well as self-reflecting can lead to a fulfilling career.

What future generations can learn from your journey.

I encourage future generations to stay curious and ask questions. Arming yourself with knowledge can only help in the long run and will create an environment for great collaboration. There have been times that from the outside, my career path looked like it was taking a strange turn or even a wrong turn- I knew in those moments that they were the right turns for me and I can proudly say today I have a job I love in a career that I might have stumbled into but that I feel blessed and passionate in being able to continue to pursue. Find where you feel you can be your authentic self and watch how your passion for your work takes you to heights you might not have dreamed of- that’s the journey where I currently find myself.

Each year as International Women’s Day approaches, it invites reflection. Our industry is in the business of creating space—physical spaces for connection, intellectual spaces for learning, professional spaces for growth. But it also raises a deeper question: do the environments we build internally reflect the same intentionality we bring to our shows and events?

For those of us who are raising the next generation, whether as parents, mentors or leaders, this reflection takes on another dimension. Watching young people grow and step into the world is a reminder that leadership, opportunity and equity aren’t abstract ideals; they are lived experiences. The ways we model inclusion, fairness and the pursuit of possibility in our organizations ripple outward into the communities we serve and into the people who will inherit these industries.

Read More: Building the Future of Female Leadership

Celebrating women’s contributions is essential, but recognition alone is not enough. Real progress comes from creating transparent pathways for advancement, valuing diverse leadership styles and actively sponsoring talent rather than simply mentoring it. Leadership is not just about individual achievement, it’s about opening doors for others, giving them room to learn, stretch and lead.

The industry is making strides. More women are serving in senior leadership roles, volunteer boards and professional networks. Conversations about equity have become more intentional and outcome-focused. But systemic progress requires ongoing attention: how we hire, promote, define leadership potential and design policies that reflect the realities of modern work and life.

The example we set matters, not only to the people in our organizations, but to the young professionals, colleagues and family members observing from the sidelines. The next generation, whether daughters, sons, mentees or emerging leaders in the industry, learns from the culture we cultivate and the opportunities we make visible. They see what is possible because someone before them chose to invest, advocate and act intentionally.

International Women’s Day can be a moment for reflection, but the questions it raises are timeless: How do we approach gender equity with the same rigor and strategic discipline we bring to how we design events? How do we ensure that talent is nurtured, promoted, and empowered regardless of gender or background? How do the spaces we create, internally and externally, reflect the full potential of the people in them?

The strongest version of the industry we are building will be the one where opportunity, equity and leadership are lived values, modeled in our workplaces, reinforced in our communities, and visible to the next generation ready to step forward.

Marsha FlanaganMarsha Flanagan, M.Ed., CEM, is president and CEO of the International Association of Exhibitions and Events® (IAEE).

As IAEE’s president, she is responsible for the management of its full-time professional staff, producing the annual business operating plan and budget, overseeing the support of all meetings of governance units, leading business development, directing fund raising efforts, advocating for the industry and the organization’s members, and providing organizational leadership and strategic counsel to the board of directors. Flanagan also serves as the association’s representative with industry coalitions, partner organizations and strategic alliances. Visit iaee.com for more information.

In honor of International Women’s Day, BCD M&E outlines how recognition turns into real opportunity for female leaders

The impact of women within the meetings industry is undeniable. From shaping strategy to driving culture and innovation, female leaders continue to redefine what leadership looks like across the sector.

Audrey Lambert
Audrey Lambert

In honor of International Women’s Day, Smart Meetings spoke with Audrey Lambert, senior vice president of global people and culture at BCD Meetings & Events, about developing leadership from within, creating sustainable pathways for advancement and building a future where women thrive at every level of the organization.

Smart Meetings International Women’s Day is often centered on visibility. How does BCD M&E move beyond recognition to create sustained impact for female leaders within the organization?

Aubrey Lambert Our greatest impact for our female leaders comes from investing in their development, career growth and overall job satisfaction. Many of our leaders have built long-term careers at BCD M&E, advancing into their roles through internal mobility rather than being hired directly into leadership positions. As the company grows, we remain committed to creating opportunities from within, ensuring women have clear pathways to advance. We also emphasize work-life balance and promote employee wellness. By fostering flexibility and autonomy, we create an environment where female leaders can thrive both personally and professionally.

SM In the spirit of International Women’s Day, how does BCD define and support female leadership at the executive and strategic levels?

AL The female leaders at BCD guide our business with vision, integrity and empathy, leveraging diverse perspectives to drive performance, foster an inclusive culture, and inspire others through collaboration and innovation.

Read More: Modern Leadership Skills: The Key to Impact, Retention and Organizational Success in 2026

Many of our female leaders are actively involved in industry associations, and specifically leadership roles with support from BCD. We support our leaders with a variety of programs for development and collaboration globally across functions and roles. We specifically provide live and virtual opportunities for our executive leaders to build relationships, collaborate with peers, and share knowledge across our business and industry. We provide multiple levels of internal leadership training and mentoring programs and support external executive track learning programs through higher educational institutions.

SM What intentional strategies or programs has BCD implemented to elevate women into senior leadership roles, and how are those initiatives measured for impact?

AL BCD offers a variety of programs to support development, growth and internal mobility to help elevate women into senior leadership roles. This includes formal learning programs both internally and externally as well as opportunities for project work and short-term assignments to allow future female leaders to develop new skills. BCD also has both informal and formal coaching and mentoring programs giving leaders the chance to participate in both sides of a coaching relationship and strengthen their skills in multiple ways.

We measure the success of our strategies in multiple ways. Monthly employee surveys help to gauge satisfaction with well-being, engagement, growth opportunities, leadership support, inclusivity and more. We track internal mobility within BCD to measure the number of employees growing within the company, including specific segmentation for gender and other attributes. With over 80% of mobility attributed to women and a majority of our current managers and above being women, we’re proud of our efforts and the progress we’ve made to support women in leadership and expand opportunities across the company.

SM
How does BCD ensure that momentum built around International Women’s Day translates into year-round opportunity, mentorship and advancement?

AL At BCD, we have a variety of intentional programs to ensure there are plenty of opportunities for women to develop and advance in their roles. Some are live, formal learning sessions that encourage collaboration, sharing and group learning. Others are virtual programs that provide employees with easy access to management and leadership learning in shorter timeframes. We also offer recurring coaching and mentoring programs across the globe.

Our business performs a regular talent assessment process to identify key talent and provide thoughtful development opportunities. This provides BCD with a mechanism to review talent within the company, understand who is ready to advance and share that knowledge across teams to increase potential opportunities for internal talent companywide.

In addition to measuring internal mobility at BCD, we actively promote our open roles to current employees and have efficient processes in place allowing employees to apply for those roles. By keeping internal candidates informed and empowered, we help ensure women have every opportunity to grow, step into leadership positions and shape the future of BCD.

SM As the industry looks ahead, what role do you see BCD M&E playing in shaping the next generation of female leaders?

AL BCD M&E has a long-standing commitment to developing female leaders from within, and creating opportunities for internal mobility remains a key focus for the future. In the years to come, BCD will continue to build an environment where women can grow, advance and lead with confidence within their roles.

Read More: Dear Female Leaders, Stop Struggling and Start Succeeding

I’ve been with BCD for over 25 years and have seen significant growth within the company. During the early stages of my career, there were two influential female leaders who played a pivotal role in shaping my path. They directly modeled leading as a woman, provided consistent support, feedback, praise and mentorship. Most importantly, they provided me with ample opportunities outside my core role. Their encouragement to explore new skills and participate in leading edge projects changed the trajectory of my career. My personal journey as a female leader is just one of hundreds at BCD and I am thrilled to see what we can accomplish as a company looking ahead.

Listen to the podcast with BCD Meetings & Events’ Christine Erickson, senior vice president of global supplier relations. Erickson discusses why emotional intelligence and business acumen are not competing skills but complementary ones, as well as shares practical advice for women ready to advocate for themselves and advance their careers.

ConferenceDirect recently hosted its first hosted-buyer event in New Orleans to resounding success, despite weather-related challenges. In a discussion with J.J. Wills, senior vice president of marketing programs and business development at ConferenceDirect, we highlight the purpose of the event, challenges and successes, and lessons learned.

What was the event?

A: The Meeting Summit was ConferenceDirect’s first annual hosted-buyer style event designed to bring together our customers with short-term meetings and preferred hotel partners for intentional networking, education and business development.

The Summit combines general sessions, curated one-to-one appointments, immersive destination experiences and wellness activities to foster meaningful relationship-building in a focused, high-impact environment.

Where was the event held?

A: The 2026 Meeting Summit was held January 26–28, 2026 at the Hilton New Orleans Riverside in New Orleans. New Orleans provided a vibrant cultural backdrop that enhanced networking and experiential elements throughout the program.

Read More: Notes from the Road: New Orleans

What was the event’s purpose?

Businessperson at event talking to woman dressed in costume

The purpose of The Meeting Summit is to create a strategic, relationship-driven environment where business gets done efficiently and authentically.

We designed the Summit to:

  • Facilitate productive one-to-one appointments between meeting planners and hotel partners
  • Provide timely industry education
  • Strengthen community among ConferenceDirect associates, customers and partners
  • Deliver experiential moments that reflect the host destination

Ultimately, the goal is to create an environment where attendees leave feeling connected, supported and inspired—while also generating measurable business value.

Any challenges/successes to name from this event?

A significant winter storm impacted travel across multiple regions of the country, resulting in last-minute flight cancellations and a lower-than-expected in-person attendance.

Despite this challenge, the event team quickly pivoted to ensure strong engagement for those onsite. Adjustments were made to appointment schedules, seating configurations, food and beverage guarantees. Back-up plans for outdoor activities were executed to keep attendees comfortable and safe. And content on the agenda was juggled to accommodate a speaker with cancelled flights.  The energy remained high, and attendees expressed appreciation for the flexibility and proactive communication.

One success was the resilience of the community. Rather than dampening momentum, the shared challenge created an even stronger sense of camaraderie among those who were able to attend.

Any unique aspects of your event that would be helpful to share with our readers? How did these impact the success of your event?

We intentionally integrated destination-driven storytelling into the program.

For our opening general session, we featured beverage historian, Elizabeth Pearce, who shared the history of New Orleans through its iconic cocktails. This approach connected attendees to the culture of the city in an engaging and memorable way, transforming a traditional opening session into an immersive experience.

We also incorporated afternoon wellness programming, including a pickleball tournament. Rather than defaulting to passive downtime, we created an opportunity for informal networking through activity. The result was organic relationship-building in a relaxed setting—and a lot of laughter.

Read More: 6 Smart Tips for Staying Healthy on the Road

“Transportation” on our last night included a traditional New Orleans “second line” band to parade the attendees from dinner to the afterparty at the House of Blues Foundation Room.

These elements reinforced that meaningful engagement often happens outside of formal meeting rooms.

What lessons were learned about how to create engaging events?

  1. Build flexibility into the framework. Weather and travel disruptions are realities. Having contingency plans and adaptable staffing models is essential.
  2. Make the destination part of the content. When education reflects the host city’s culture, attendees feel more immersed and connected.
  3. Balance structure with spontaneity. Scheduled appointments drive ROI, but wellness activities and experiential moments create emotional resonance.
  4. Proactive communication builds trust. During disruption, consistent updates and solution-oriented messaging strengthen confidence among attendees and partners.
  5. Community drives success. When attendees feel part of something bigger than a transactional event, engagement deepens.

Anything else you’d like to share that you believe our readers would like to know?

The Meeting Summit reinforces that business events can be both highly productive and deeply human.

Even amid travel challenges, the strength of relationships, adaptability of our partners and intentional program design ensured the event delivered value.

Additionally, we incorporated a corporate social responsibility element, donating centerpieces to the New Orleans Women’s & Children’s Shelter—extending the impact of the event into the local community.

We are proud of the collaboration among our vendor partners and the spirit of partnership that brought the event to life.

Event Credits

  • AV: Encore
  • Photographer: Chuck Fazio Headshot Experience
  • DMC: Hosts Global DMC
  • DMO: New Orleans & Company
  • Furniture & Branding: Heritage Exposition Services
  • Hotel/Caterer: Hilton New Orleans Riverside
  • Event Tech Platforms: Snapsight; Wordly; Stova; 42 Chat
  • Entertainment: Second-line band
  • Badges: PC Nametag
  • Other: Live Nation Special Events & House of Blues New Orleans

Large-scale B2B conferences are experiencing a shift to smaller event formats. One of the many driving forces behind this shift is the increase of Gen Z in the workforce.

Raised in a hyper-connected world, 69% of Gen Z reported that the rise of technology has made them feel less connected and isolated from others in their company and industry. This has led to them being more drawn to opportunities that offer immersive, face-to-face interactions while still delivering curated, genuine connections and opportunities for growth.

In 2026, B2B brands are shifting to smaller, more personalized experiences like local micro events and roadshows, to adhere to new professionals that want meaningful networking opportunities.

How Gen Z Is Shaking B2B Strategies

Predicted to make up nearly three-quarters of the global workforce by 2030, Gen Z professionals want to connect in ways that provide valuable interactions and are worth the time investment. Despite this generation being coined as “digital natives,” a majority of Gen Z professionals consider in-person events as one of the best ways to build social and interpersonal skills.

Because of this, the value of an event is no longer measured by how many people attend, but by how relevant and impactful the experience feels for customers and prospects. As Gen Z gains influence, B2B brands that are hesitant to adapt, risk building events that their future audiences could potentially choose not to attend.

Micro Events Are Part of the Solution

Smaller, more local gatherings are specifically designed for intimate experiences that build on community values and common interests. Typically limited to 50 or fewer attendees, micro events are easier to attend, likely shorter in duration, and hosted in cities closer to key audiences.

Another benefit is a higher likelihood for valuable interactions. Gen Z attendees want to feel like active contributors, not passive audience members. While keynotes have their place, a micro event with a focus on peer-to-peer collaboration and working sessions appeals more to this younger generation. Participation-driven formats mirror how young professionals wish to network more in person, and lowers the barrier to engaging at the event.

Roadshows on the Rise

Roadshows are another event format gaining popularity, offering the same stories in multiple cities, with a consistent, yet curated experience. For B2B companies, they offer a high-impact, repeatable opportunity to engage audiences with a consistent message.

Read More: Caesars Wellness Roadshow Event Resonates

For Gen Z, roadshows feel more human, as they’re smaller, more conversational and grounded in real-world connection rather than spectacle. By bringing the brand to the audience, not the other way around, roadshows create space for deeper dialogue, stronger relationships and more engagement, making them one of the most adaptable event formats.

Although these approaches aren’t new concepts, it’s crucial that marketing leaders understand the shifting of their audiences’ preferences in the next three to five years, as younger generations step into decision-making roles.

Driving Personalization with AI

Designing smaller-scale events still requires an attendee-centric approach. Leveraging AI to connect the dots between customer data across multiple systems will enable a hyper personalized experience for smaller events.

Read More: AI: Resistance Is Futile

AI can be used for understanding behaviors at an event, developing post-event summaries based on sessions attended, or sharing additional content based on an attendee’s perceived interest. Event leaders can optimize relationships with Gen Z audiences through the use of AI while still incorporating the human touch to maintain loyalty and trust. 

Why 2026 Is the Year of Event Evolution

Almost 84% of marketers believe experiential marketing is a crucial part of their strategy. More recently, these retail-centric strategies have become go-to formats in the B2B space as corporate planners try to leverage ways to engage with younger audiences.

But what brands get wrong when they downsize large user conferences is that they confuse ‘smaller’ with ‘safer,’ cutting back on experience, creativity, and intention. In reality, the opportunity in 2026 isn’t fewer touchpoints, but better-designed ones.

Today’s B2B landscape and the rise of Gen Z in the workplace calls for more than generic activations built for all ages and audiences. 79% of people between ages 18 and 35 are drawn to events that mix multiple interests into unique social experiences. 2026 is the year that B2B marketers will adapt their formats to fit Gen Z’s expectations and interests, versus waiting for Gen Z to adapt to theirs.

Ashleigh Cook headshotCook, chief marketing officer at RainFocus, is an accomplished marketing executive with deep expertise in sales, marketing and product best practices and technology. She is driven by a passion for helping high-growth companies establish and scale marketing functions to deliver an exceptional customer experience that aligns with rapidly changing expectations and technology advancements.  

Before RainFocus, Cook led marketing teams spanning GTM strategy, demand generation, ABM, client marketing, and operations at SiriusDecisions and Forrester. Ashleigh holds her BSBA in Marketing from the University of Richmond. Outside of work, she enjoys spending time with family, golfing with her husband, being active with her dog and traveling.

From Kraków’s continued push to balance strong visitor numbers with sustainability goals, to a thoughtful look at Italian dining rhythms and cultural norms, to the industry conversation surrounding the suspension of Global Entry, there’s plenty influencing how travelers and planners move through the world right now.

And that’s only part of the story. In this week’s edition, you’ll also find updates on responsible tourism initiatives, destination developments and policy shifts that could shape your next international program.

As always, Smart Travel is here to bring you the latest updates shaping the way we move, meet and plan.

Hyatt Resorts Operating Normally in Mexico

Hyatt is reassuring planners and travelers that its Inclusive Collection resorts in Mexico continue to operate as normal following recent unrest and security-related communications from the U.S. Embassy and Consulates in Mexico.

According to Hyatt, travel alerts for the Mexican states where its Inclusive Collection properties operate, with the exceptions of Jalisco and Nayarit, have returned to the same precautionary levels that were in place prior to Sunday’s events. There are currently no reported disruptions affecting hotel zones, airport operations or access to the resorts.

For planners with programs on the books, that’s an important distinction. While headlines can spark concern, on-the-ground operations at Hyatt’s resort destinations remain steady. The company noted that its on-property security teams are fully in place and operating under established protocols, in coordination with relevant authorities.

Hyatt also emphasized that guest safety and well-being remain top priorities and that it is closely monitoring developments. Travelers are encouraged to stay informed through official communications issued by their respective governments, embassies or consulates.

For meeting and incentive planners navigating attendee questions, clear communication is key. As of now, Hyatt’s message is straightforward: Resorts are open, accessible and functioning without interruption. For specific cases or additional support, planners are advised to connect through their usual Hyatt contact channels.

Mind Your Manners in Italy

If Italy is on your agenda this year, a little cultural fluency goes a long way.

From sacred sites to supper tables, etiquette matters—and not just for appearances. It can determine whether you’re welcomed in or turned away at the door.

At religious landmarks such as the Vatican and St. Peter’s Basilica, modest dress is required. Shoulders and knees must be covered, hats removed and silence observed in prayer areas. The same standard applies at sites like the Pantheon and other basilicas.

“Dressing modestly is vital when visiting sacred sites, especially if you want to avoid being denied entry, which can really ruin your visit,” says Julia Charity, a Vatican tour guide at Walks of Italy.

Dining comes with its own rhythm. Italians typically sit down to dinner around 8 p.m., often lingering over multiple courses. “Italian meals are meant to be shared with good company and savored slowly,” says Valentina Telese, Italian tours director at Walks of Italy.

As for coffee, cappuccinos are considered a morning ritual. After 11 a.m., espresso reigns.

Tipping is appreciated but not obligatory. Rounding up the bill or leaving about 10 percent for exceptional service is customary, while guided tours often warrant about €10 per person.

In short: Observe, respect and embrace the pace. Italy rewards travelers who do.

Industry Pushback Follows Suspension of Global Entry

The travel industry is sounding the alarm following the suspension of Global Entry, with leaders arguing the move could strain airport resources rather than conserve them.

In a statement issued Feb. 24, U.S. Travel Association President and CEO Geoff Freeman called the program “a force multiplier” for U.S. Customs and Border Protection. According to U.S. Travel, automated biometric technology tied to Global Entry reduced arrival wait times by 70% in 2025 and saved officers more than 300,000 hours—time that was redirected toward screening unknown or higher-risk travelers.

“Global Entry is far more than a convenience, it is on the front line of national security,” Freeman said. “Its more than 13 million members undergo rigorous background checks, interviews and vetting. Suspending it doesn’t just slow lines. It increases costs and strips away a layer of security infrastructure that took years to build.”

Freeman argued that suspending the program adds volume to standard customs lines, stretches personnel and potentially increases security risks. He also noted that the program is primarily funded by the $120 fee members pay, questioning the fiscal rationale behind the decision.

“There is no fiscal—or logical—rationale for this decision,” he said. “We urge DHS to restore Global Entry immediately. A smarter, safer, more efficient entry process shouldn’t be a casualty of a funding dispute. And nor should travelers be used as leverage to achieve a political outcome.”

For meeting professionals managing international arrivals, the suspension could translate to longer wait times and additional traveler communication in the months ahead.

Michelin Green Guide Marks 100 Years with Animal Welfare Shift

As the Michelin Green Guide celebrates its 100th anniversary, the influential travel resource is making sweeping changes aimed at promoting animal welfare and responsible tourism.

In a statement shared with PETA US and PETA France, Michelin Éditions confirmed it has removed activities that can cause animal mistreatment from its guides.

“We are convinced of the need to present content promoting responsible tourism, which includes animal welfare. Therefore, activities that can cause mistreatment … have been removed from our guides,” the company said.

Among the changes: Michelin will no longer sell leather products online or in its boutique. The guide also confirmed it is removing tourist activities that use animals, including elephant and camel rides, from its recommendations. Michelin previously eliminated captive dolphin exhibits from its listings.

In addition, the new edition of the Green Guide Spain includes a clear warning that bullfighting is “an abusive and declining tradition,” reflecting shifting public sentiment in the country.

For planners and travelers increasingly focused on sustainability and ethical experiences, the updates signal a broader evolution in how major travel brands define “must-see” attractions. By excluding experiences tied to animal exploitation, Michelin is aligning its recommendations with growing demand for responsible tourism practices.

As destinations continue to balance heritage, entertainment and ethics, the Green Guide’s stance may influence how travelers and the industry evaluate experiences moving forward.

Kraków Advances Sustainable Tourism Strategy in 2025

Kraków is doubling down on sustainable tourism, positioning 2025 as a milestone year for data-driven management, community dialogue and global collaboration.

The city welcomed approximately 3 million domestic visitors and nearly 700,000 international guests during peak season, with mobile data showing a more even distribution of visits throughout the year, a key goal in reducing overtourism pressures. Top international markets included Germany, the United Kingdom and the United States, alongside growth from the Czech Republic, Slovakia, Israel and the United Arab Emirates.

A major achievement came in the Global Destination Sustainability Index, where Kraków improved its score to 62.2%, jumping from 72nd to 53rd place among 81 destinations. The city ranked second in the “Most Improved Destinations” category, reflecting gains in environmental action, social initiatives and collaboration with local suppliers.

On the ground, the expanded Respect Kraków campaign promoted responsible visitor behavior through multilingual outreach, transit advertising and the return of City Helpers patrolling high-traffic areas at night. For over a year, Kraków’s Night Mayor has worked alongside stakeholders to balance nightlife, safety and resident well-being.

“Kraków continues to strengthen its position globally as an attractive, open and forward-thinking city, aware of the challenges posed by intensive tourism and committed to maintaining a balance between hospitality and high quality of urban life,” the Tourism Department said in its annual summary.

The city also reinforced its meetings credentials, hosting 4,647 group business events (up 6.4% year over year) with corporate and incentive gatherings nearly tripling. Hotels hosted 70% of registered meetings, and Kraków maintained strong rankings in ICCA and UIA listings.