Hello, my name is Thomas Kenyeri, founder and CVO of KESCH – The Brand Experience Company. It is my pleasure to present you the eighth edition of our annual Event & Brand Experience Trend Report 2026 to present to you!
This eighth edition of our annual trend report is the most comprehensive to date: our team traveled to nine international conferences – from Las Vegas to Bucharest – evaluated leading international studies and interviewed 35 top European agency managers from the BEIC.
The result is not a trend listing, but a clear echo channel of the industry:
What really changes events?
What remains a buzzword – and what will become the new standard?
In the report you will find, among other things:
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The 10 key event & brand experience trends 2026
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Exclusive insights from the European BEIC study
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a well-founded Europe vs. the USA comparison
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Clear recommendations on how brands, companies and decision-makers should react now
A central conclusion runs through all chapters: Events are no longer touchpoints. They are culture, identity, community – and growth.
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The 10 most important event & brand experience trends 2026
1. Generational Change
For the first time, five generations are coming together at events – with completely different expectations. One-size-fits-all no longer works; instead, successful events rely on micro-communities and target group-specific experiences.
2. AI Becomes Reality
Artificial intelligence will be operationally effective in 2026: from personalized agendas and smart networking to AI-supported crowd flow analyses. Events will become more efficient, more personal and, for the first time, holistically data-driven.
3. Small is the new luxury
Small, curated formats replace large mass events. Executive dinners, micro-events and boutique formats create proximity, depth and a significantly higher business impact.
4. Creativity first
In a crowded market, creativity is becoming the most important differentiating factor. Surprising, emotional and interactive experiences beat budget and size.
5. Sustainable impact events
Sustainability becomes concrete and measurable: CO₂, mobility, energy and resources are optimized based on data. At the same time, inclusion becomes a self-evident quality standard.
6. Content is king
Around 40% of participants come for the content. Authentic “real talk”, interactive formats and exclusive discussions replace traditional PR panels.
7. Networking Builds the Kingdom
Networking becomes the heart of the experience. Small circles, themed meet-ups and activity-based networking create real relationships instead of superficial contacts.
8 Employee Experience
Internal events are becoming a driver of culture and growth. Onboardings, learning festivals and culture events are turning events into the new office in hybrid working environments.
9. Deliver results (ROE)
Success is being redefined: What counts is not reach or budget, but emotional impact, loyalty and inspiration. Return on experience (ROE) becomes the key performance indicator.
10 The Event Manager Is Dead – Long Live the Experience Designer
The role is changing radically: event managers are becoming experience designers who combine storytelling, technology, data and sustainability to create an orchestrated overall experience.
Why you shouldn’t miss this report
In the complete Event & Brand Experience Trend Report 2026 we go much deeper: with concrete figures from the European BEIC study, international comparisons (Europe vs. USA), practical examples and clear recommendations for action for brands, companies and event managers.
If you want to understand why these trends are emerging, how they affect your events and what you should do differently in 2026, you will find all the answers in the report.
Whether you’re interested in the latest technology solutions, looking for more sustainable approaches or want to know how you can strengthen your brand through immersive brand experiences – the Event & Brand Experience Trend Report 2026 you will find the answers.
Stay one step ahead of developments and download the complete Event & Brand Experience Trend Report 2026 download. Find out how you can actively shape the future of events!