Vavavoom vs volume in events

Peter Heath, founder, Venue Performance, confirms the trend towards quality over quality for venues in the first half of 2025.

The first half of 2025 signals an encouraging evolution in the UK meetings and events market. While overall sales and lead times have dipped, the data points to a strategic shift toward delivering fewer but more impactful events, with companies investing more in the quality of each experience.

With less cash around, companies are being more cautious when considering events, but when they commit, they are looking for an exceptional occasion. This means better production, better food, better content. Venues now want to give people experiences, rather than just sit them in a room and talk at them. People want to come to an event and be inspired, not bored.

We have seen revenue per delegate rise by 15% on the year, underscoring a significant boost in investment per attendee. This suggests that businesses are focusing on making each event count. Despite a 5% drop in the number of events, the average delegation size grew by 2%, reflecting a trend toward larger, more consolidated gatherings. This change suggests that while event frequency may be lower, organisations are ensuring their events are well-attended and strategically aligned.

At the same time sales  - the average number of future bookings per venue - declined by 15% compared to H1 2024, and lead times shortened by 7%, indicating a more cautious approach to long-term planning.

However, this shift appears to be tactical rather than reactive, as companies seek flexibility while still prioritising in-person engagement, with smaller events now largely taking place online.

Taken together, the H1 2025 data paints a picture of a market that is refining its approach rather than retreating. Companies are being more selective and intentional with their events, placing greater value on outcomes and attendee experience.

For venues, this presents a strong opportunity: to position themselves not just as spaces for hire, but as strategic partners in delivering high-impact, high-return events.

As we head into the second half of the year, the outlook is optimistic. With confidence likely to strengthen, this focus on quality over quantity could set a positive tone for the meetings and events landscape in 2025 and beyond.