Corporate events have entered a new era—one powered by data, driven by purpose, and shaped by a new generation of attendees. Budgets are tighter, expectations are higher, and technology is evolving faster than ever.
At the heart of this transformation is the attendee. Gen Z and millennials make up a growing share of audiences, and they’re changing everything: what engagement means, how experiences are personalized, and why wellness and authenticity matter more than formality. With AI personalization and smart design setting the standard, successful events are no longer just well-executed—they’re intelligently crafted around the people who attend them.
To understand these industry-shaping dynamics and future-forward strategies, look no further than IMEX America. Held annually in Las Vegas, IMEX is more than an industry showcase. The event showcases the next wave of trends and technologies—from AI personalization and immersive experiences to sustainability-first design and purpose-driven incentive travel.
With its global reach and influence, this year’s conversations at IMEX centered around five clear priorities shaping the future of event strategy: innovation and AI, immersive experiences, sustainability and wellness, engagement measurement, and incentive travel. So what are the IMEX trends for 2025?
Innovation is no longer optional—it’s the benchmark. At IMEX, the spotlight focused on how AI, data, and technology are shaping not just the mechanics of events, but the experience of tomorrow’s attendees. However, simplicity is the core requirement for successful event technology implementation. The most effective tech is nearly invisible, avoiding complex interfaces, multi-step processes, or heavy setup that creates friction and undermines a seamless attendee experience.
With younger generations steadily making up the majority of event audiences, sessions emphasized that expectations are evolving rapidly. Attendees want more than novelty; they want experiences that feel relevant, meaningful, and connected.
As to be expected, AI dominated the conversation—positioned not as a replacement for event professionals but as a powerful collaborator. Instead of merely automating tasks, AI is now being leveraged to enhance human capabilities and personalize the attendee journey.
But another common theme throughout this year’s IMEX was to ensure that technology is being utilized to enhance or streamline the experience, not just for the sake of implementing tech. Every tool should serve a clear purpose—removing barriers or simplifying processes, elevating experiences, and allowing attendees to fully immerse themselves.
Innovation and technology set the stage, but the real differentiator at IMEX was how passive events are being transformed into truly immersive experiences. Planners are actively seeking formats that acknowledge shrinking attention spans and rising attendee expectations, moving beyond traditional sessions to achieve sustained engagement and deliver memorable, high-impact content across the entire event journey.
One topic of discussion was how the “on-stage experience” is evolving. A standout format discussed during IMEX: delivering a keynote as a “Hot Ones”-style challenge, turning what could have been a monologue into an unexpected, interactive show. It’s an excellent example of how reimagining traditional formats can create a more immersive, elevated experience that draws audiences in and keeps their attention.
Additionally, acknowledging that attendees participate at varying levels is crucial to meeting individual needs. Successful event design must account for different engagement types: those who are reluctant participants and need simple, low-pressure activities; those who are willing to participate and seek easy ways to get involved; and those who are super-engaged who crave deep involvement and detail. By designing the experience with multiple, distinct layers—from quick interactive polls to in-depth, expert roundtables—planners ensure every individual finds relevance without making any form of participation feel forced.
The most memorable sessions go beyond presentation—they pull attendees into the experience. To achieve that, effective sessions combine interactive elements, sensory design (light, sound, movement, etc.), or personalization—so attendees feel the story, not just hear it.
Today’s attendees expect events to align with their values as much as their professional goals. At IMEX, it was evident that sustainability, wellness, and inclusivity now define what it means to create an impactful experience.
On the sustainability front, presenters tackled the gap between intention and execution. While sustainability questions are now common in RFPs, many organizations still fall short when it comes to actual implementation. Speakers called on planners to push venues and suppliers for transparency and accountability, noting that true progress requires industry-wide pressure. Discussions also highlighted the need to view sustainability holistically—integrating social impact, local sourcing, and measurable action over perfection.
Another topic of discussion was wellness, and several sessions discussed the ways the next generation of attendees is raising the bar. One takeaway from a wellness session was that “healthy hour” is the new happy hour. Many younger attendees are opting out of alcohol-centric networking in favor of wellness-forward alternatives like mocktail lounges, movement breaks, and mindful socializing.
Inclusive design held its own spotlight. Sessions stressed that true inclusivity goes far beyond simple physical access, encompassing the attendee's entire experience. Planners now should take a holistic view, integrating mental well-being support, sensory-friendly environments, learning formats that respect diverse cognitive styles, multilingual clarity, and physical ADA accessible spaces. Every detail is intentionally designed to ensure the event is welcoming and meaningful for the widest possible range of guests.
The era of passive attendance is over; event engagement and its precise measurement are now non-negotiable strategic priorities. The industry is moving beyond superficial metrics like attendance counts, embracing AI and behavioral data to track and prove the true return on experience (ROX). This shift demands that every experience (from custom matchmaking in the event app to the design of the physical space) be intentionally crafted to promote meaningful interaction, creating a transparent, data-driven narrative that justifies investment.
The push for data-driven engagement calls for strategies that go beyond theory. Here are some proven tactics from IMEX showing how planners are combining smart design with advanced measurement to make every interaction count:
Incentive travel continues to be one of the most compelling tools for motivating employees and rewarding high performance, but the approach to designing these experiences is evolving. Attendees today expect more than just luxury or novelty—they seek programs that are meaningful, personalized, and aligned with their values. At IMEX, Bishop-McCann’s own Justin Myers shared insights on the ITI panel, discussing trends in destination types, short- and long-term industry challenges, the evolving role of AI, and considerations for the next generation of incentive travelers.
According to the latest Incentive Travel Index (ITI), the industry is still growing, slowly but steadily. Despite tighter budgets, the value of incentive travel has never been higher. The shift lies in what well-designed means.
Incentive travel programs are reflecting that shift. Instead of rigid itineraries, corporate event planning services are curating immersive, choice-based experiences that let participants shape their adventure. Moving away from one-size-fits-all recognition and designing rewards that align with personal values.
IMEX reinforced a simple truth: in-person meetings and events matter now more than ever. As AI and digital content grows ubiquitous, attendees are hungry for authentic human connection. Face-to-face experiences provide the engagement, emotion, and shared moments that digital platforms just can’t deliver—making in-person events indispensable for meaningful impact.
The next generation of attendees is already raising the bar—demanding experiences that are more intentional, connected, and personalized than ever before. Those who evolve with them will lead the industry forward. At Bishop-McCann, we’ve guided organizations through every major industry shift for decades, helping them stay ahead of change and turn event management solutions into strategic advantages.
Connect with us to design an unforgettable experience that positions your company at the forefront of the creative corporate event industry!