Reimagining Meetings & Events in 2026

Written by:
Hayley Smith-Pryor
Strategy Partner, Experience – Addison Lee

Earlier this year, I was fortunate enough to attend the 2025 Olivier Awards at London’s iconic Royal Albert Hall, where Addison Lee was proud to serve as the Official Sustainable Vehicle Partner. You can watch our showreel from the night here.

Standing as a beacon of British culture since its opening by Queen Victoria in 1871, the Royal Albert Hall provided the perfect backdrop for an event that captured the intersection of creativity and precision planning. From the first chauffeured arrivals (delivered, of course, in Addison Lee style and comfort) to the Green Carpet (a nod to the event’s sustainable credentials, supported by our Albert Certification), the evening had all the sparkle of Hollywood, with appearances from Adrien Brody, Cate Blanchett, and Tom Hiddleston, to name just a few. Everything about the evening was choreographed to absolute perfection! But as anyone who’s ever managed a large-scale event knows, what the audience sees on stage is only half the story. Behind every flawless production lies a web of planning and logistics, where multiple suppliers, teams, and technologies come together to deliver experiences that feel effortless.

The same spirit of curating excellent experiences now defines the entire meetings and events (M&E) industry, and while the glamour might not always involve red carpets or camera flashes, the business of bringing people together is thriving once again, evolving rapidly, and with renewed purpose.

A Positive, but Tempered Outlook

The Amex Global Business Travel Meetings & Events Forecast 2026 reports optimism at a five-year high, with 85% of meeting professionals feeling positive about the year ahead. That confidence is balanced by the 38% percent who cite cost as their biggest challenge. For many, though, tighter budgets are prompting smarter ways of working, particularly through AI and digital tools that help demonstrate the value of every event. As corporates demand clearer evidence of outcomes, whether through engagement, sustainability or performance, events must do more than inspire; they must support wider business aims.

The Forecast also shows a shift in how success is being defined. More organisations are focusing on Return on Experience (ROE) alongside traditional ROI. 71% of respondents said their organisations now place greater emphasis on “impact and connection” rather than cost alone. Events are increasingly recognised for how they strengthen relationships, support culture and express brand values.

This aligns with trends across business travel more broadly. In my recent blog, The Real ROI of Business Travel, I explored how organisations are rethinking value through purpose, wellbeing and sustainability. The same applies to meetings and events; they are no longer judged solely on attendance or spend, but on the quality of connection they enable and the meaning they deliver beyond their immediate objective.

Behind the Scenes: Where Precision Meets Performance

For all the focus on ROI and strategy, the true success of any event depends on what happens behind the scenes; the people, the planning and the absolute precision all combine to transform a concept into a seamless experience.

To bring that to life, I spoke with Jessica Davies, a Freelance Stage Manager and Show Caller with more than 20 years’ experience in live events and theatre. Having delivered everything from high-profile fashion shows to corporate productions in the UK, Europe and the States, Jessica understands better than most what it takes to make an event feel effortless.

“The most successful events are the ones where every team knows exactly what they’re there to do, and trusts that everyone else does too,” says Jessica. “It’s about communication, timing and adaptability. Things change in the moment, but when a team is cohesive and confident, the audience never sees the chaos behind the calm.”

– Jessica Davies (Freelance Stage Manager and Show Caller)

Her words are a reminder that excellence in events isn’t just about spectacle, but about the synchronisation of hundreds of moving parts: logistics, mobility, technology and people. The audience may remember the performance or keynote, but what truly defines the event’s success is the precision of the planning and the reliability of the partners who bring it all together.

Technology as the Invisible Partner

While professionals like Jessica deliver precision on the day, technology platforms play an equally critical role in orchestrating what happens before, during and after an event. From registration and venue sourcing to engagement, analytics and post-event reporting, event technology now underpins almost every stage of the event lifecycle.

According to the Amex Global Business Travel Meetings & Events Forecast 2026, technology continues to “elevate the attendee journey”, driving measurable efficiency gains and helping planners deliver more personalised, data-rich experiences. Automation and AI are transforming how meetings are planned, evaluated and experienced, reducing manual processes and allowing teams to focus on creativity, wellbeing and sustainability.

That transformation is reflected in the wider industry. Conference News reports that half of meeting professionals now integrate AI across planning and delivery, with 28% expecting to use it for post-event evaluation by 2026. From content and theme generation to attendee matchmaking and engagement tracking, AI is becoming a strategic partner in delivering more intelligent, efficient and engaging events.

Leading platforms such as Cvent, Bizzabo, Eventbrite, Hubilo, and Amex GBT Meetings & Events (through its Neo and Egencia integrations) exemplify this evolution. Each enables greater automation, data visibility and collaboration across complex event ecosystems. Whether mid-scale corporate events, managing global conferences or hybrid meetings, these tools help planners centralise workflows, streamline logistics and measure impact in real time.

For corporate clients, this means the event experience is no longer confined to the venue itself; it extends across every digital and physical touchpoint; from registration and travel booking to feedback and follow-up. When paired with reliable partners and suppliers, such as Addison Lee for sustainable ground transport, this integration ensures the entire delegate journey is connected, intelligent and measurable.

The Client Perspective: Measuring Impact Beyond the Event

While suppliers and technology platforms make delivery possible, it is the corporate events teams who ultimately define what success looks like. Professionals such as Gina Cassano (IAS Administrations) sit at the intersection of strategy, brand experience and operational execution. For them, events must deliver more than attendance numbers or smooth logistics; they must strengthen relationships, demonstrate value and reflect an organisation’s wider commitments.

To bring that perspective to life, Gina shared her view on what truly elevates an event.

“For us, event success is measured in the moments guests never notice: the seamless transfers, the last-minute changes that just ‘happen’, the confidence of knowing every detail is handled. When logistics run perfectly, you create space for connection, impact and truly memorable experiences.”

– Gina Cassano, IAS Administrations

Gina’s experience reflects a truth across corporate events: the partners you choose directly influence the quality of the experience you can deliver.  Reliability and clear communication are not simply operational needs; they are strategic contributors to attendee satisfaction and event outcomes.

“Trust is everything. When we work with suppliers who anticipate issues before they arise, who communicate clearly and respond quickly, it elevates the whole event. It means our stakeholders feel supported, our VIPs feel valued and our team can focus on the wider programme rather than firefighting.”

– Gina Cassano, IAS Administrations

Her insights reinforce a broader industry trend: flawless execution is no longer optional. It is essential to achieving return of experience (ROE), delivering value for stakeholders and maintaining the brand reputation that events work so hard to build.

Delivering the Final Mile with Addison Lee

Transforming an event depends on the partners who protect your reputation and execute with precision. For nearly five decades, Addison Lee has supported high-profile programmes across London Fashion Week, BAFTA, the King’s Trust Awards, the Royal Household and G7 engagements. That experience shapes how we deliver controlled, reliable and discreet movement for every event we support.

Here’s what sets our Events team apart:

• First impressions, perfected: Every guest arrives feeling valued. Our vehicles are immaculate, our chauffeurs polished, and our timings precise, creating the welcome your event deserves.

• Your reputation, in safe hands: We manage every movement with care and control, ensuring guest interactions reflect the standards you set.

• Experts in pressure and timing: Our teams specialise in tightly sequenced schedules, complex logistics and high-profile programmes where timing and coordination are critical.

• Ready for the unexpected: We handle operational pressure and plan for every scenario, with contingency plans, standby drivers and backup vehicles built into our approach.

• Built to scale: Whether moving VIPs, delegates, crew or speakers, our fleet and Event Team adapt effortlessly, supporting programmes of any size without compromising quality.

• Courier support when it matters: From last-minute assets to production materials, our courier and logistics teams keep the behind-the-scenes flow running as smoothly as the guest experience.

At Addison Lee, Meetings & Events isn’t just transport; it is an operational advantage; one designed to elevate every moment of your event.

Written by:
Hayley Smith-Pryor
Strategy Partner, Experience – Addison Lee

Contributors:
Jessica Davies (Freelance Stage Manager & Show Caller)
Gina Cassano (IAS Administrations)
Beth Sampson (Director of Executive Chauffeur Services – Addison Lee)

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Disclaimer: The views expressed in this blog are those of the author and cited contributors, and do not necessarily reflect the official views, positions or policies of Addison Lee. Any external contributors (for example, academic experts) are referenced in a personal or professional capacity, and their perspectives should not be interpreted as endorsements by Addison Lee. Addison Lee does not accept responsibility for any statements or opinions expressed in this blog.

Sources

AMEX GTB ME-Forecast-2026.pdf
Business Travel News Europe
Conference News: AI reaches tipping point in M&E industry as optimism hits five year high