Association event organisers are under increasing pressure to deliver more value, stronger engagement and clearer ROI — and new research from Crowne Plaza Newcastle highlights exactly where priorities are shifting.
At this year’s ABPCO Festival of Learning, we surveyed association professionals and PCOs to understand the biggest challenges and opportunities shaping event delivery in 2026.
67% said rising delivery costs are the biggest pressure facing events today
44% cited driving attendance and engagement as a key challenge
33% said demonstrating value to members remains a major priority
Looking ahead, organisers are increasingly focused on measurable outcomes:
56% said stronger member engagement will define success in 2026
44% highlighted clearer commercial return as a top objective
Networking continues to top the list, with:
67% identifying networking opportunities as the most impactful part of an event
56% highlighting the importance of strong content and speakers
Respondents also said they want events to deliver more practical outcomes, better value for money and smoother, more intuitive delegate experiences.
As expectations evolve, venues have an increasingly important role to play — not just in providing space, but in helping organisers create events that feel purposeful, seamless and commercially effective.
Hayley Woodman, Sales Manager at Crowne Plaza Newcastle, said:
“Across the sector, there is a clear shift towards proving impact as well as delivering experience. The challenge for organisers is balancing rising costs with the need to create events that feel valuable, purposeful and easy to engage with.”
“We are seeing first-hand how expectations are evolving, and it’s important that venues stay closely aligned to that – not just in terms of space, but in how we support outcomes.”
If you’d like to discuss how Crowne Plaza Newcastle can support your next association event, get in touch with our team.
Contact us to start planning
