Associations focus on value and engagement as Crowne Plaza Newcastle survey highlights shifting event priorities

Crowne Plaza Newcastle has captured fresh insight into what is shaping association events in 2026, with new pulse survey findings highlighting a clear focus on value, engagement, and evolving delegate expectations.

The survey was conducted at the recent ABPCO Festival of Learning, bringing together responses from association professionals and PCOs to explore the key pressures and priorities influencing event delivery today.

The findings underline a period of transition, with organisers increasingly focused on demonstrating impact, strengthening member engagement, and delivering more commercially effective events.

Respondents rated their current ability to deliver value, engagement, and revenue at an average score equivalent to a Net Promoter-style figure of -34, indicating strain on organisers as expectations rise and budgets tighten. These results mirror wider industry conversations around cost pressure and ROI.

Rising delivery costs were identified as the dominant pressure shaping events, cited by 67% of respondents, followed by driving attendance and engagement (44%) and demonstrating value to members (33%).

Looking ahead to 2026, priorities are becoming more focused on outcomes, with 56% of respondents pointing to stronger member engagement as the key marker of success, closely followed by clearer commercial return (44%).

Networking continues to lead the delegate experience agenda, with 67% highlighting it as the most impactful element of events, alongside content and speakers (56%).

When asked what needs improving, respondents highlighted the need for more practical outcomes, including “giving members solutions and networks”, alongside better value for money and smoother, more intuitive event experiences.

Hayley Woodman, Sales Manager at Crowne Plaza Newcastle, said the findings reflect the reality that many association organisers are currently navigating.

“Across the sector, there is a clear shift towards proving impact as well as delivering experience,” she said. “The challenge for organisers is balancing rising costs with the need to create events that feel valuable, purposeful and easy to engage with.”

She added:

“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.”

Crowne Plaza Newcastle conducted the survey as part of its engagement at the ABPCO Festival of Learning, reflecting its ongoing focus on understanding the priorities shaping association meetings.