Insights from Areka’s Claudia Kusche, MICE Lead
At Areka, Meetings & Events (M&E) is one of our key practice lines—and we’re seeing a clear shift in how organizations are planning and managing events today. We sat down with Claudia Kusche, MICE Lead, to talk about how the industry is changing, what companies need to know, and where technology and people intersect in this new M&E landscape.
Q: What major shifts are you seeing right now in the Meetings & Events space?
Claudia: Meeting planning agencies are going digital at an incredible pace. Every part of the event lifecycle — from sourcing and registration to check-ins, broadcasting, and post-event surveys — is now managed online. Being tech-secure and digitally fluent has become a baseline expectation for M&E partners.
Hybrid has also changed everything. There’s really no such thing as a purely “offline” meeting anymore. The ability to operate and manage high-profile hybrid experiences is now a must. What used to be a technical add-on is now core to the experience.
Q: How are companies adapting their strategies to this digital-first environment?
Claudia: Many organizations are now investing in global end-to-end M&E architectures — systems that bring visibility, data quality, and consistency across all markets. That’s critical for transparency, risk management, and quick decision-making, especially in a volatile environment with changing visa rules and venue dynamics.
At the same time, companies still rely heavily on local experience and relationships. You can’t automate judgment. When something unexpected happens — a venue issue, a last-minute change — it’s the local, experienced planner who ensures success. M&E remains a people business at its core.
Q: Where does AI fit into all this?
Claudia: AI is a true enabler. It’s helping planners work faster and smarter — from generating agendas and surveys to powering chatbots that respond to attendee questions in real time. AI also supports personalization, helping create tailored experiences that engage attendees before, during, and after an event.
AI will also increasingly guide sourcing strategies, connecting planners, venues, and suppliers through intelligent data insights. It’s not about replacing human expertise; it’s about augmenting it — helping planners collaborate better, make decisions with data, and focus their energy where it matters most: on people and experience. The future of M&E will combine deep human expertise with intelligent automation.
Q: What are the biggest priorities you see for global organizations right now?
Claudia: Innovation is high on the list — using digital tools and AI to drive efficiency and elevate the attendee experience.
Budget optimization is another. Clients want transparency and flexibility, supported by unified reporting and global visibility. And above all, there’s a renewed focus on human connection — creating experiences that bring people together after years of remote work.
With remote and hybrid work options, in-person meetings have never been more important for engagement, culture, and creativity. The goal isn’t just to meet — it’s to connect, inspire, and move business forward.
Q: How does Areka help companies navigate this new M&E environment?
Claudia: We support clients in designing and optimizing their M&E programs and strategies — from defining sourcing approaches and tool architecture to strengthening supplier collaboration and risk management. Our role is to help companies balance digital innovation with local expertise and global insight, while ensuring their programs are scalable, transparent, and process-driven. Each client’s needs are unique, and we adapt our approach to deliver measurable results — empowering our clients to create memorable attendee experiences.
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Interested in transforming your M&E program?
Areka helps organizations design and optimize M&E programs that balance digital innovation with local expertise and global insight. Our team supports clients in building end-to-end processes, integrating technology, and managing sourcing strategies.
If your company is ready to reimagine how it manages meetings and events, connect with us to start the conversation.
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