Event planners are increasingly considering sustainability as a standard requirement when choosing destinations or venues, rather than a key decision factor. With rising event costs and inflationary pressures, cost and value for money are becoming increasingly important.

According to the latest International Planner Sentiment Report 2024, published by think tank The Business of Events, cost considerations now dominate the decision-making process of event buyers in the UK, Europe and North America.

M&C Asia spoke to planners from the US, UK and Asia to examine these trends in more detail.

High costs, demands for sustainability

“Rising costs and high inflation, especially in areas like food and beverage and manufacturing, are becoming a growing concern,” said Timothy Glanzer, chief elevation officer at Elevated Meeting Solutions in the U.S. “You need to leverage your partners and relationships to solve this problem – have difficult conversations and consider all aspects to reduce costs while still delivering a fantastic event experience. By breaking down all the costs and their benefits in detail, you can still adjust pricing and get results.”

Despite these challenges, Glanzer notes that sustainability remains an increasingly high priority in the U.S. on both the supplier and customer side. He sees sustainability not only as a key factor, but as a significant value add.

“I see a real focus on sustainability – how we can minimise the negative footprint on our planet and still create an amazingly rewarding event experience,” he says. “Executives and shareholders expect their teams to organise sustainable events, as many companies have their own internal policies and protocols they must follow ‘on the road’. On the supplier side, they are expanding and evolving their sustainability approach, celebrating and showcasing it to attract new business and maintain existing long-term relationships with key clients.”

Shauna Whitehead, vice president of sales administration at BCD Meetings & Events, also in the US, says that while sustainability is no less important decision factor, it is also not a driving factor in venue selection.

“Of course, clients expect some level of sustainability standards from most venues, but because certifications and interpretation/compliance levels of sustainability efforts are not standardized across the industry, it is difficult to evaluate the impact and efforts of each provider,” she says. “With inflation and the rising cost of living, cost continues to be a major decision factor.”

She adds that there is definitely some expectation in North America that venues will be more sustainable at events – from water bottling stations/reusable water bottles to more sustainable menu choices, anti-food waste initiatives and connections with the local community, these are just some of the sustainable efforts she says planners have come to expect.

A realistic view

Matt Edgcumbe, CEO of UK-based Powwow Events, says sustainability has become established as a key decision-making factor, but planners are increasingly recognising what is actually and practically achievable.

“All of our clients have reviewed their events and made fundamental changes to their processes to reduce waste, reuse and recycle,” he says. “We have also seen an evolution of sustainable practices that consider the wider impact of an event, making conscious choices about choosing destinations, venues and suppliers that actively support local supply chains, charities and local jobs/apprenticeships to try and create a positive impact/legacy for a local community from an event.”

Edgcumbe adds that it makes you wonder “what else should we be doing?” Here, he says, sharing ideas and best practices should become more commonplace to ensure everyone is doing their best to reduce the environmental impact of their joint events.

For Agatha Brendon Lee, Sales Director and Head of MICE Team at Jane DMC Korea, sustainability remains an important factor, even if it may not be discussed as prominently as it once was.

“Many clients now expect venues and destinations to take sustainable practices for granted, so this is often seen as a standard rather than an added value,” she says. “We are actually seeing rising costs and budget pressures due to higher inflation. To manage this while still meeting client expectations, we are focusing on prioritising essential elements that enhance the event experience, negotiating better prices with suppliers and exploring alternative solutions that add value without compromising on quality.”