The 2026 Collingwood Events Benchmarking Report, produced in partnership with AEO and SISO, was built around one question: what does ‘great’ look like in events right now?
The picture that emerges is a market finding its shape. The businesses growing with the most intent are not the ones doing the most; they are the ones with the greatest clarity about where their value sits, which audience they serve, and how to build a business that earns beyond the event floor. This report sets out exactly what that looks like, and where the gap tends to open up.
It is specifically designed for the founders, owners, and leaders of events businesses who want a clear, benchmarked view of where the industry stands right now and what it takes to be on the right side of it.
What you will learn:
- AI and digital technology: how the industry is using AI to deepen connections, sharpen insights, and make the case for why the live event is more valuable than ever.
- The changing customer: why delegate and sponsor expectations have shifted, and what the businesses responding well are doing differently
- Innovation is key: how the best events businesses are diversifying their revenue and building models that earn beyond the event floor
- The M&A view: what buyers and investors are looking for right now, and which event business models are commanding the strongest outcomes
- The benchmarks: how your business compares against the metrics that matter most
- Strategic growth plan: the actions any events leadership team can take to close the gap between where they are and where the benchmark sits.
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