Top 10 insights for association event planners in 2025
Association events aren’t just dates on a calendar – they’re essential moments that spark engagement, foster knowledge sharing, and open the door to valuable networking. Recently, EventsAir released The State of Association Events, exploring the evolving trends, challenges, and opportunities shaping association events.
Below, we share the top 10 insights to help you make informed decisions and deliver successful events as an association event planner in 2025.
1. Events are the cornerstone of member engagement
Association events remain the most effective way to connect members, reinforce the value of membership, and generate non-dues revenue. Offering unique opportunities for networking, professional development, and knowledge sharing, these events deliver a member experience that emails or newsletters simply cannot replicate.
Flagship events like annual conferences and workshops provide critical platforms for showcasing industry thought leadership, while their revenue potential from registration fees, sponsorships, and exhibitions helps sustain the association financially.
2. Hybrid and virtual formats are here to stay
The rise of hybrid and virtual event formats has created new opportunities for associations to expand their reach and inclusivity. Hybrid events combine in-person and online elements, allowing members to participate regardless of geographical or financial constraints. Virtual events, on the other hand, provide a cost-effective way to offer valuable content to members who might not otherwise attend.
Despite these benefits, in-person events continue to provide the highest ROI and member engagement, as our survey data confirmed. These gatherings foster direct, face-to-face interactions that build trust, strengthen relationships, and create lasting memories – an experience that virtual formats often struggle to replicate.
Virtual and hybrid formats should be viewed as complementary tools rather than replacements for in-person events. When used effectively, these formats can broaden access and make participation more inclusive, ensuring that associations meet the diverse needs of their members.
3. Budget constraints require strategic innovation
Budget pressures are a constant for associations, with rising costs for venues, technology, and catering making it difficult to maintain high-quality events. Data revealed that 69% of respondents identified budget constraints as a top challenge, leading many to get creative with cost management.
Strategies include negotiating venue contracts, streamlining event agendas, and prioritizing high-impact programming. Additionally, securing sponsorships and exhibitor revenue has become a critical focus for offsetting costs, requiring associations to reimagine how they deliver value to sponsors.
“People are registering later and later for conferences, and that has a massive effect. For smaller associations, this delay can create significant challenges in paying suppliers and keeping operations running smoothly,” shared Rob Everleigh, Managing Director at Brightelm.
4. Engagement goes beyond attendance
While attendance metrics provide an indication of event popularity, they are not the sole measure of success. Engagement stands out as one of the most powerful indicators of an event’s impact. Members who actively participate during sessions and networking opportunities are far more likely to walk away feeling satisfied – and to return in the future.
Planners are focusing on strategies that create meaningful interactions during events, such as live Q&A sessions, polls, and breakout discussions. These elements transform attendees from passive listeners to active contributors, fostering a sense of connection and involvement that leaves a lasting impression.
Placing a strong emphasis on engagement not only enhances the event experience but also drives member retention and reinforces the value of participation.
5. Content quality is king
High-quality, relevant content remains a top priority for event success. Whether it’s delivering industry insights through keynotes or offering CPE-accredited workshops, members expect content that is timely, actionable, and aligned with their professional goals.
Investing in standout speakers and a well-curated agenda can significantly boost registrations and satisfaction. Associations that offer meaningful learning opportunities also position themselves as thought leaders within their industries, adding further value to membership.
6. Technology as a differentiator
Technology has evolved into a critical driver of successful events, going beyond support functions to directly enhancing attendee experiences. From registration and attendee engagement to data analytics, the right event management software can streamline operations and elevate the overall event journey, for both planners and attendees alike.
Our survey data revealed that 27% of associations still don’t use an event management system (EMS), leaving significant room for growth. Platforms like EventsAir simplify planning while integrating features such as registration, abstract management, and real-time engagement tracking.
Choosing the right tech partner is essential. Associations should seek solutions that offer flexibility, seamless integration with existing systems, and robust support. A trusted tech partner ensures planners have the tools needed to deliver engaging, data-driven events without unnecessary complexity.
7. Sponsorships need a modern makeover
Securing sponsorships is an ongoing challenge, with 35% of respondents highlighting it as a key hurdle. To stand out in a competitive marketplace, associations are rethinking traditional sponsorship models.
Innovative offerings such as branded content, hybrid event activations, and virtual exhibition booths are gaining popularity. Tailored opportunities that align with sponsor goals – supported by clear engagement data – are essential for demonstrating ROI and fostering long-term partnerships.
8. A data-driven approach to measuring success
The way associations measure event success is evolving. Traditional metrics like attendance and revenue still play an important role, but data revealed a growing emphasis on more holistic and nuanced indicators.
Success today is about understanding the broader impact of an event. Member satisfaction scores, sponsor ROI, and post-event feedback offer deeper insights into what worked and what didn’t. For instance, a strong satisfaction score can signal that the content and experience resonated with attendees, while sponsorship renewal rates reflect the event’s perceived value to stakeholders.
Real-time data collection has become a game-changer, allowing planners to track app usage, live poll responses, and session attendance as events unfold. This immediate feedback helps identify opportunities for improvement and make data-driven decisions for future events.
“Data-driven insights are crucial for understanding what members want and ensuring that events stay relevant and engaging. By analyzing past events and member interactions, associations can refine their offerings and create experiences that truly resonate with their audiences,” highlighted Emily Biviano, General Manager at Membes.
9. Sustainability as a competitive edge
Sustainability has transitioned from buzzword to business imperative. Associations are embracing eco-friendly practices such as digital programs, reducing single-use materials, and choosing green-certified venues.
These efforts not only align with member values but also position associations as forward-thinking leaders. While sustainability initiatives may require upfront investment, their long-term environmental and reputational benefits make them essential components of modern event strategies.
10. The future is personalized
Personalization is redefining how associations deliver value through events. AI-powered tools are enabling tailored content recommendations, personalized networking opportunities, and customized event itineraries based on individual preferences.
These approaches not only enhance satisfaction but also foster loyalty by making members feel uniquely valued. Associations that embrace personalization will set the benchmark for innovative and impactful event experiences.
Ready to elevate your association events?
These insights provide a clear roadmap for navigating the dynamic landscape of association events. Whether you’re addressing budget constraints, exploring hybrid formats, or investing in technology, staying informed and adaptable is key to delivering success.
Download our full report to explore deeper trends, actionable strategies, and the tools you need to drive member engagement and event excellence.
And, if you’re looking for a reliable technology partner for your association events, please reach out to the EventsAir team to secure your free demo of our platform.
Background and Methodology
This blog draws on insights from a global survey of 370 event professionals, complemented by in-depth interviews with industry leaders. Responses spanned multiple regions, roles, and association sizes, offering a diverse and comprehensive snapshot of current challenges and opportunities.
Quantitative data was combined with qualitative insights, providing actionable recommendations that reflect the evolving needs of associations worldwide.
