FACTS Business Events Session Summaries

Welcome to the FACTS 2025 Business Events Summit session summaries.

Throughout the 2-day event we'll be sharing the key insights and takeaways from the Business Events Summit on this page - so check back regularly to ensure you don't miss a thing!

JUMP TO DAY 2

Day 1: Tuesday 25 2025

10:30 Purposeful Travel & Events

Introduction

In his remote keynote from Seattle, Eric Bailey, Managing Director of Purposeful Travel Solutions, challenged the audience to rethink business travel through a “purposeful” lens — one that focuses on impact, sustainability, accessibility and meaningful human connection. Bailey reminded listeners that travel itself doesn’t create value; it enables the social capital built when people meet with intention.

Key Points

·      Purposeful travel is about assessing the why, value and intended outcomes of each trip — and travelling only when it truly drives impact.

·      The Purposeful Travel Platform, created with leading corporate travel executives, is built on four pillars: sustainability, maximising opportunities, accessibility and enhancing the traveller experience.

·      Sustainability requires cutting unnecessary travel, using virtual alternatives and planning smarter — proving that businesses can grow without increasing their carbon footprint.

·      Tools like Ascend’s compatibility scoring can help travellers meet the right people, reinforcing the idea of maximising opportunities and doing better pre-meeting research.

·      Accessibility goes beyond physical needs — it’s about ensuring everyone can participate, even if they cannot travel.

·      To enhance the traveller experience, Bailey recommends digitising conversations, reducing email clutter, and using technology to make trips more productive and meaningful.

11:45 Business Events Strategy

Introduction

This energetic panel - featuring leaders from TRIBE, Events Beyond, BCD Meetings & Events and Destination Marketing Services - explored how buying behaviours, attendee expectations and event design are rapidly shifting. From relationship-driven procurement to multi-generational audiences, sustainability choices and the impact of AI, the panel unpacked what organisations need to prioritise to deliver meaningful, future-ready events.

Key Insights

• Long-term partnerships beat one-year tenders - stronger relationships deliver better creativity, trust and outcomes.

• Face-to-face connection is more valuable than ever as remote work expands; conferences now fill the gap left by closed offices.

• Return on Experience (ROE) is rising - attendees want authentic, sensory, local and memorable experiences, not passive tours.

• Events must now cater to six generations and employees meeting each other for the first time; night-one connection is crucial.

• One-flight destinations dominate (Fiji, Vietnam, Bali, Japan), with surprise growth in China, Manila and Colombia.

• Domestic cities still perform strongly due to high airfares and convenience; grants and subsidies influence destination choice.

• AI is improving proposal writing, planning efficiency and destination shortlisting, while enhancing personalisation and immersive on-site experiences.

• Sustainability is shifting toward practical actions: local suppliers, reduced waste, e-bikes over helicopters, family-style dining and Indigenous engagement.

• The next five years will focus on meaningful, transformational events, stronger industry governance and attracting new talent.

Takeaways

As organisations rethink how their people meet, event leaders must balance experience, sustainability and efficiency while leveraging AI where it genuinely enhances value.

11:45 Benchmarking Trends

Introduction

This three-part benchmarking session featured Luxsho Logan (CIRIUM) on air market capacity, Sanjay Shenoy (Airline Metrics) on airfare movements and NDC, and Joanne Cohen (STR) on accommodation performance and outlook. Together they delivered a comprehensive snapshot of how capacity, pricing, demand and traveller behaviour are evolving - and what it means for corporate travel programs.

Key Insights

• Global airline capacity has fully recovered, sitting ~9% above 2019 - but growth is uneven; trans-Pacific and Chinese international capacity remain significantly below pre-COVID.

• Australian domestic capacity is still below 2019, but international capacity has surged, shifting the market from 37% to 45% international share over 20 years.

• Major growth markets include Chinese domestic (+30%), Brazil, Europe and the US, while intra-Asia short haul has only just returned to 2019 levels.

• NDC adoption shows Qantas plateauing (~39% domestic, 22% international) and Singapore Airlines nearing 50%, driven largely by short-haul markets.

• Australian domestic fares show a split: business class down (–6% to –14%), economy up (+6% to +10%), with Virgin particularly aggressive on pricing.

• International fares remain resilient; US and Europe show mild softness, while Japan and parts of Asia are up strongly, especially in business class.

• Hotel performance is robust: Australia ranks 7th globally for RevPAR, with strong rate and occupancy growth across most markets.

• Events drive pricing spikes - Taylor Swift, F1, British Lions and Sydney Marathon -produced record occupancy and rates in Sydney and Melbourne.

• Regional Australian hotels outpace capital cities in rate growth vs 2019, driven by leisure, remote work and event-led travel.

• Supply remains tight: major cities show limited future room growth, with Adelaide the standout (+17% pipeline), meaning high rates are likely to persist.

Takeaways

Capacity is returning - but not evenly. Airfares remain structurally higher in many markets, NDC adoption is patchy, and hotel rates continue to climb on the back of strong demand and constrained supply. For buyers, benchmarking matters more than ever: static contracts are losing relevance, event-driven spikes are unavoidable, and destination and supplier choices must be backed by data. The outlook into 2026 remains strong, but so too do pricing pressures - making proactive planning essential.

12:15 Sustainable Business Events

Introduction

Moderated by Tracey Edwards, this panel brought together experts from EY, BCD Meetings & Events, Marriott International and EarthCheck to unpack how sustainability is shifting from a “nice-to-have” to a core requirement in business events. Speakers explored mindset change, vendor selection, carbon-aware destination planning, data frameworks and how hotels and agencies are redefining responsible operations.

Key Insights

• Sustainability now starts at mindset level - planners must treat it as a requirement, not an add-on.

• EY embeds ESG in venue RFPs and event planning checklists, making sustainability part of mandatory event design.

• Travel drives 70–80% of event emissions; destination decisions are now guided by carbon-footprint modelling and attendee geography.

• Agencies are using carbon calculators, vendor assessments and sustainability checklists to guide client decisions and reduce waste.

• Hotels like Marriott track monthly KPIs - energy, water, waste, certifications - and provide impact metrics and optional carbon offsets.

• F&B is a high-impact, scalable lever: accurate attendee numbers, reduced over-catering, local produce and plant-rich menus reduce waste and emissions.

• CSR and community-based experiences (e.g., Indigenous engagement, tree planting, local suppliers) create meaningful legacy outcomes.

• EarthCheck emphasises practical, scalable and scientifically grounded frameworks, supported by training and baselines.

• Data and storytelling drive adoption: case studies help secure stakeholder buy-in and elevate sustainability beyond compliance.

Takeaways

Sustainability in business events now spans the full lifecycle - from destination choice and RFP criteria to F&B, waste, suppliers and impact reporting. The panel’s message was clear: start early, measure what matters, work with partners who share your goals, and turn sustainability actions into stories that inspire change.

13:00 Business Events Tech Roadshow

Introduction

Hosted by Alana Hay (Milestone Creative Australia), this fast-paced roadshow featured seven presenters delivering five-minute demos on the tech transforming event planning, venue sourcing, hotels, entertainment and production. From AI agents to drag-and-drop run sheets, predictive maintenance, kinetic lighting and transparent talent booking, the session highlighted practical tools already reshaping M&E workflows.

Key Insights

• Cvent showcased its end-to-end events ecosystem - venue sourcing, registration, housing, onsite tech and CRM integration - unifying meetings and travel data to eliminate fragmentation.

• Joy replaces spreadsheets with connected event-planning software, enabling single-source updates, personalised agendas, mobile-ready run sheets and instant website embeds.

• HeadBox deploys AI smart, using agentic workflows for contract review, venue follow-ups, 3D AI-guided venue tours and global venue data automation.

• Infor highlighted AI-powered hotel tech for personalisation, mobile/keyless check-in, real-time revenue decisions, predictive maintenance and automated reporting.

• Encore revealed five simple innovations reshaping production: LED sphere centrepieces, scent design, mobile LED walls, kinetic LED rings and rapid AI-powered content creation.

• VenueNow shared venue-sourcing data trends - 10 hours average sourcing time, Gen Z demand for instant responses - and tools like AI venue sourcer Vera and SMS engagement.

• ACTA introduced Australia’s first commission-free talent directory with real-time availability, direct contracting, messaging, payments and a fully transparent entertainment ecosystem.

Takeaways

The roadshow proved that event tech is rapidly shifting from “nice to have” to essential infrastructure - streamlining planning, improving visibility and freeing teams to focus on creativity and experience design. Across all seven solutions, the common theme was clear: connect systems, remove friction, automate the repetitive and elevate the human moments that matter.

14:15 Business Events & Procurement

Introduction

This session explored how procurement, account management and event teams can work together to deliver strategic, high-impact events. Speakers highlighted why events must be treated as business drivers - not logistics - and unpacked common misunderstandings, compliance challenges, the value of long-term contracts and the legal safeguards needed for successful partnerships.

Key Insights

• Events must start with purpose, ROI and ROE, not logistics - otherwise business and engagement outcomes are lost.

• Procurement often misinterprets events as an extension of travel; events leaders see procurement as slowing the process - both must “lean in” early to fix this. • Early involvement at brief stage (not just contracting) ensures better value, clearer commercial guidelines and reduced risk.

• Events always exist within travel programs - even when clients say they “don’t do events”; visibility is the issue, not activity.

• Account managers should bring in event specialists to navigate different processes, policies, language and approval workflows.

• Compliance and governance require early planning across HR, marketing, procurement, travel and events; risk profiles differ for large group movements.

• Long-term event sourcing (multi-year or panel models) delivers stronger value, higher investment, better reporting and reduced risk.

• KPIs must be achievable, measurable and tied to collaboration, not hair-trigger termination clauses that damage relationships.

• Standard consulting contracts rarely work for events - legal teams must ensure fair liability, cancellation terms, postponement clauses and insurable conditions.

• Procurement should be an enabler, not a gatekeeper - removing roadblocks and supporting strategic, high-impact event outcomes.

Takeaways

When procurement, travel account managers and event teams collaborate from day one, events become powerful tools for culture, engagement and business performance. The message was clear: treat events as strategic, plan early, use fair and tailored contracts, and build long-term partnerships that create real value for organisations and their people.

16:00 Pioneering Tomorrow: The forces reshaping TMCs & Travel Tech

Introduction

In a lively panel discussion expertly guided by Mike Orchard of Festive Road, a line-up of industry heavyweights tackled the seismic shift brought by AI. The panel featured Melissa Elf (FCM), Nikunj Agrawal (Zenmer), Jonathan Nelson (CTM), Nicola Winchester (EY), and Darren Grafton (Serko). The consensus? The pace of change is accelerating, demanding rapid adaptation and a radical rethink of how travel is managed. Grafton boldly claimed, "We're building technology to destroy our company," signalling that the move to a traveller-first, AI-driven model is revolutionary and well underway.

Key Insights

• Customer needs are consistent, but the pace of change is high: Melissa Elf stressed that while seamless travel and safety remain core, agility is now key to staying relevant.

• AI will obsolesce traditional approval processes: Darren Grafton predicts that trust in intelligent AI systems will eventually remove the need for human approval in business programs.

• The OBT is facing extinction: Jonathan Nelson suggested that traditional online booking tools will not exist in three years, evolving instead into comprehensive travel operating systems.

• Conversational AI boosts adoption globally: Nikunj Agrawal noted that in regions with low OBT use, conversational AI makes booking feel more natural, increasing online uptake.

• Corporate buyers face internal AI complexity: Nicola Winchester revealed that EY's decentralised AI development risks different countries building "something similar or something different."

• Centralised systems are the new gateway: EY's solution is a centralised "travel app in our Teams environment," pulling all services into a single entry point.

• The human element is irreplaceable: Panellists agreed that while AI handles 90% of operational tasks, the emotional nuance and personal touch, particularly during crises, require human consultants.

• Disruption is the new constant: Elf highlighted the need for companies to be agile and proactive in supporting travellers through continuous disruptive events.

• Travel policy must reflect future operations: Agrawal advised organisations to adapt their travel policies to align with the company's expected state in the coming year.

  
  

Takeaways

The old-school booking tool is on the way out. The industry is in the midst of a massive, exhilarating overhaul, transitioning to intelligent, traveller-first operating systems driven by AI. The goal is simple: remove friction from the travel experience entirely. However, the shift isn't just about code; it's about balance. Corporate buyers are urged to stop operating in a silo - "Invite us into your world," as Nelson put it - and collaborate closely with TMCs to innovate. Ultimately, the future hinges on listening to travellers, adapting policies to reflect the coming AI landscape, and ensuring that the new systems create better, more empathetic experiences.

Day 2: Wednesday 26 2025

11:45 Predictions

Introduction

In this data-rich storytelling session, James Hogben unpacked SAP Concur’s global research across 3,750 travellers, 700 travel managers and 600 CFOs. He explored rising costs, the new reality of “travel scrimping,” traveller sentiment, value expectations and how AI is shaping booking behaviour and program design.

Key Insights

• Budgets are holding or rising - travellers, travel managers and CFOs broadly believe travel spend will stay the same or increase despite cost pressures.

• Travel scrimping is widespread - 90% of travellers report small but noticeable cutbacks (fare classes, allowances, bleisure restrictions). 59% of CFOs have already implemented cuts; 10% plan more.

• Travellers will pay personally for comfort - 84% already spend their own money on better seats, rooms or sustainable options.

• Safety & experience concerns persist, with 90% saying global instability and poor service (e.g., overcrowded transport) influence their willingness to travel.

• Travel managers feel undervalued - 67% say their role isn’t understood; 86% of travellers think TMs could “do more,” often tied to demonstrating value.

• AI expectations diverge - 52% of travel managers trust AI for travel tasks; only 28% trust it for expenses. CFOs see AI as useful for error detection but not foolproof.

• Changing bookings is the #1 use case for AI - 39% now feel comfortable with AI for initial booking (up from 25% last year), signalling fast-growing acceptance.

• Generational differences affect expectations, but behaviour isn’t always predictable - younger users may avoid phone calls, preferring digital channels even when not typical of their cohort.

• Value storytelling matters - CFOs want clear linkage between travel spend and business outcomes, not just activity or compliance reporting.

• “How Might We” framing helps teams design better travel experiences - e.g., enabling infrequent travellers to feel confident using AI-driven booking tools.

Takeaways

Hogben’s predictions point to a year defined by value, visibility and behaviour change. Travellers want better experiences, CFOs want proof of ROI, and travel managers want recognition. AI adoption is accelerating, but trust and capability gaps remain. The winning programs will be those that communicate value clearly, adapt to small cutbacks without harming experience, and embrace AI where it genuinely improves outcomes.

11:45 Events tech Panel

Introduction

In this Events Tech Roadshow session, Michael Magafar, Commercial Director at Encore Event Technologies, shared five practical event-tech enhancements designed to elevate attendee experience through thoughtful, purpose-led design rather than overuse of technology. He was followed by Harris Meitanis, Founder & CEO of ACTA, who explored how ACTA’s industry-backed, commission-free talent directory is reshaping transparency and efficiency in talent booking. The session highlighted simple innovation, ethical tech adoption and smoother workflows across the events ecosystem.

Key Insights

• Encore’s R&D includes LED sphere centrepieces delivering real-time, table-level content to every attendee.

• Multi-sensory design - especially bespoke scents - is increasingly sought after to enhance emotional engagement and memory.

• Modular LED products enable large-scale visual impact in small spaces, replacing traditional banners with flexible digital storytelling.

• Kinetic LED rings create dynamic, music-synchronised stage moments that amplify immersion and narrative connection.

• Encore’s express AI-assisted content service delivers animations and screens in minutes, solving last-minute content challenges.

• ACTA has launched Australia’s first industry-endorsed, commission-free talent directory, connecting bookers directly with 4,000+ represented artists and 1,500+ independents.

• ACTA streamlines contracting, communication and admin through built-in tools - including document handling, notifications and auto-generated invoices for unrepresented talent.

Takeaways

This session underscored that impactful event experiences don’t always require complex or costly technology - they need thoughtful design that enhances storytelling, senses and connection. Meanwhile, ACTA is helping the events community remove friction, hidden commissions and outdated booking processes with an ethical, transparent platform that empowers both bookers and talent. Together, these innovations point toward an events future that is more creative, more efficient and far more human-centric.

12:20 Big Ideas

Moderator: Ben Wedlock (BCD Travel)Speakers: Andy Winchester (Bloomberg LP), Lisa Batchelor (Cochlear Limited), Timmo Rol (Neoke)

Introduction

This debate brought three speakers to the stage to defend provocative positions on the future of AI-driven booking, the evolution of travel policies, and the role of biometrics in seamless travel. With moderator Ben Wedlock challenging each stance, the audience saw the clash between visionary promise and pragmatic caution.

Key Insights

• AI-led booking will eclipse traditional OBTs - natural language, calendar integration, real-time rebooking and personal preference learning will reshape how trips are planned.

• AI boosts efficiency but introduces risks - hallucinations, data privacy gaps and compliance frameworks remain major barriers to fully autonomous travel booking.

• Younger generations and talent shortages will drive more flexible, nuanced policies, including clearer rules for bleisure, insurance and risk management.

• Policies will become more complex, not simpler, as data protection, sustainability, tax risk and multi-stakeholder oversight expand.

• Bleisure incentives may become a recruitment tool, particularly for Gen Z, provided safety, duty of care and cost separation are clear.

• Traditional travellers still need transitional support - many still print itineraries and prefer physical documentation.

• Biometrics already enable seamless airport journeys, but current models require travellers to hand over sensitive data to third parties, limiting trust and scale.

• The future lies in traveller-controlled identity wallets, where biometric and passport data stay on the user’s device and are shared only with consent.

• Global interoperability is the major hurdle - progress exists (Hong Kong–Narita trials), but adoption varies dramatically by country.

• Despite enthusiasm, governments and legacy processes (e.g., paper arrival cards) will slow full biometric enablement for many years.

Takeaways

The Big Ideas Debate highlighted a clear tension between what’s possible and what’s practical. AI-powered travel, flexible policies and biometric identity are accelerating fast - but adoption depends on data protection, cultural change, policy evolution and government cooperation. The future is coming, but getting there will take both bold thinking and pragmatic safeguards.

14:15 Procurement & Events

Presenter / Moderator: Belinda Doery. Panel: Trina Butler (HelmsBriscoe), Jack Ukil (Cvent), Suzette van der Linden(ConferenceDirect)

Introduction

This practical, highly interactive session broke SMM (Strategic Meetings Management) down into simple, achievable steps for organisations just beginning the journey. Belinda Dorey and a panel of industry experts unpacked what SMM really is, how to define a “meeting,” the role of technology, and the foundations required to build consistency, visibility and risk control across meetings and events. The message: you don’t need perfection - you just need to start.

Key Insights

• SMM (Strategic Meetings Management) = applying strategy to meetings and events - a disciplined, enterprise-wide approach to planning, sourcing, managing and measuring events to support corporate goals.

• A “meeting/event” typically means 10+ people with a contract, ensuring the focus stays on activity with financial and legal impact.

• Technology enables clarity, control and consistency - start small with a clear intake process, thresholds, approvals and phased rollout rather than trying to build perfection upfront.

• Find the control point (finance, payments, process) and start gathering data - most organisations cannot answer basic questions about spend, bookers or suppliers.

• Engage suppliers early - strong partnerships, MSAs and pilot groups help uncover spend, track metrics, build buy-in and avoid “dictating” solutions too late.

• Guidelines before hard policy - use incentives and support rather than mandates to win over meeting owners; education, engagement and communication drive adoption.

• Data is everything - measure early and often; 90-day check-ins help refine adoption, demonstrate savings, reduce contractual risk and secure leadership support.

Takeaways

The panel reinforced that SMM is a long game - built on human relationships, internal trust and gradual cultural change. Start with a control point, gather data, engage partners, introduce guidelines and communicate consistently. With the right mix of technology, stakeholder management and education, organisations can reduce risk, improve savings, and elevate meetings and events from chaotic spend to a strategic business asset.

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