Inside IMEX 2025

SHW’s Top Insights for Event Professionals

by Mark Penaroza, SHW Director of Client Accounts & Programs

2025 in Las Vegas delivered more than networking—it was a pulse check on where the meetings and events industry is heading. With professionals from around the world gathering to share ideas, explore emerging destinations, and build relationships, the energy, excitement, and engagement were truly inspiring. Here are SHW’s top takeaways from this year’s show.

1. Relationships are the Ultimate ROI

In the meetings and events industry, relationships remain the strongest currency. IMEX reinforced the value of Return on Relationships (RoR). Whether reconnecting with hotel partners, discovering new venues, or updating contacts, the show highlighted that strong relationships are essential to delivering value for clients.

“One of the most rewarding parts of IMEX is seeing how relationships evolve. Partners we’ve known for years are now planners, and clients have become suppliers. The cyclical nature of our industry continues to prove that genuine relationships are the foundation of success,” said Cheryl Barnet, SHW’s Senior Director of Venue Sourcing, Housing & Event Tech.

💡 Takeaway for Planners: Invest in relationship-building before, during, and after events. Regularly update contact networks and maintain authentic partnerships as they’re the foundation for long-term success.

2. Attend to the Human Experience, Not Just the Agenda

IMEX’s education tracks emphasized a shift: events are no longer only about logistics. They’re platforms for meaningful human connection. Sessions focused on trust, emotional resonance, and the restorative power of face-to-face interaction. Event designs increasingly incorporate wellness initiatives, neuro-inclusive layouts, and flow that fosters social connection. Attendees now expect participatory moments, choose-your-own-path sessions, and fully immersive storytelling experiences.

💡 Takeaway for Planners: Offer an Attendee Experience Audit to help clients create smoother event flow, intentional pauses, and impactful moments that resonate with participants.

3. Sustainability & Purpose Are Non-Negotiable

IMEX 2025 underscored that sustainability, social purpose, and ESG accountability are now essential expectations, not optional. From carbon transparency and zero-waste initiatives to responsible design, these practices were highlighted across education sessions and exhibitor spaces. Clients look to event partners to lead in sustainability, rather than simply checking compliance boxes.

💡 Takeaway for Planners: Integrate sustainable event design, collaborate with eco-conscious vendors, and report measurable sustainability metrics to align events with client values and broader environmental goals.

4. Innovation, AI and Smarter Event Insights

IMEX is always a window into what’s next. From emerging technologies to fresh destination offerings, it’s a reminder that innovation is alive and well. AI is increasingly helping planners move beyond basic reporting, enabling tracking of engagement, measuring post-event sentiment, and predicting attendee behavior. While AI holds tremendous potential, the industry is still in the discovery phase, exploring how to use it ethically and effectively to enhance sales, sourcing, planning, and overall event experiences.

💡 Takeaway for Planners: Take the plunge and experiment with AI tools! Use them to gain deeper insights, improve engagement, and streamline planning, while balancing human judgment and ethical considerations.

5. Creativity Unleashed

Across sessions and the trade show floor, one message was clear: generic no longer cuts it. Attendees expect tailored experiences at scale, and planners must rise to the challenge.

“Experiencing IMEX for the first time reminded me how much creativity and collaboration shape truly impactful events,” said Korrin Bizek, Vice President of Destination Management & Incentives at SHW.

💡 Takeaway for Planners: Creativity must be baked into every element, from the agenda and environment to technology and engagement strategy. The events that leave a lasting impact are those that combine bold innovation with intentional design, creating meaningful, memorable experiences for every participant.

Looking Ahead

IMEX 2025 was a powerful reminder of what drives the events industry forward. From rekindling connections, discovering new destinations and exploring the evolving role of technology, the show highlighted how planners can push boundaries while staying intentional. With bold ideas, new technologies, and meaningful collaborations, the future of events is brighter than ever, and the opportunities to deliver memorable, purpose-driven experiences are limitless.

Mark Penaroza brings over two decades of event experience, insight, and enthusiasm to his role as SHW’s Director of Client Accounts & Programs. His ability to translate complex client needs into seamless, high-impact event experiences, paired with his knowledge of the city’s top venues and cultural gems, ensures every program is both purposeful and memorable. Mark’s leadership continues to elevate SHW’s Destination Management and Incentive Travel Services, setting a high standard for excellence in Seattle and beyond.

Planning a corporate event or meeting in the Pacific Northwest?
Learn more about SHW’s comprehensive event services!