The events industry has always been about people and their experiences. But the way those are designed and sourced has changed. Planners now expect quick answers and proposals that feel tailored to their event goals.
Cvent’s 2026 Planner Sourcing Report shows that three out of four planners already use AI in their sourcing process, and a majority plans to rely on it even more next year. They’re looking for venues that can keep up. So, here are five ways you can use AI to win more MICE business.
1. Automate RFP responses
Responding to RFPs is a time-intensive process. Venues usually receive a constant flow of detailed requests, each demanding a personalised response under tight deadlines. Sales teams dedicate valuable hours to crafting proposals from the ground up, often to find that planners have already advanced with other venues by the time a response is ready.
AI-powered RFP response platforms change this equation. These systems analyse your historical proposals to understand your property's positioning, facilities, pricing strategies and the specific language that resonates with different market segments. The technology learns from every successful proposal, identifying patterns in what converts inquiries into bookings.
When an RFP arrives, the system instantly analyses the requirements and generates a comprehensive response. A pharmaceutical conference requiring specific AV capabilities gets a proposal highlighting your technical infrastructure and experience with medical meetings. A tech start-up planning a creative retreat sees emphasis on your flexible spaces and innovative catering options.
2. Identify ideal prospects with predictive analytics
Every sales team knows that not all leads deserve equal attention. Some RFPs are perfect fits that will likely convert, while others are long shots that drain resources. Predictive analytics helps in lead prioritisation by analysing hundreds of data points to score each opportunity.
The technology examines patterns in your historical bookings, identifying factors that correlate with successful conversions. These might include the planner's company size, event type, lead time, budget range, specific requirements mentioned, and even the day and time the inquiry was submitted. For instance, it can reveal that RFPs submitted on Wednesdays between 10 AM and noon had a 43% higher conversion rate than those submitted on Mondays.
In addition to basic lead scoring and insights, AI identifies hidden opportunities in your pipeline. The system might notice that a company that booked a small meeting last quarter has recently expanded and will likely need larger spaces for their next event. Or it could flag that planners from specific industries who request virtual tours convert at twice the rate of those who don't, suggesting your team should proactively offer virtual tours to similar prospects.
Predictive analytics also reveals optimal pricing strategies for each opportunity. By analysing competitor rates, historical booking patterns, and market demand, it suggests rates that maximise both win probability and revenue.
3. Transform virtual tours into interactive experiences
AI-enabled 3D and digital-twin platforms are making venue walkthroughs far more useful than static tours. Rather than taking a passive spin around the room, planners can interact with layouts and view the space configured for their specific programme.
Cvent Event Diagramming, for example, lets venues and planners collaborate in real time on to-scale floor plans with photo-realistic 3D. Teams can switch between theatre, rounds, classroom, and more, previewing how each setup will look before an on-site visit.
Many of these platforms can also simulate different lighting conditions and even weather scenarios, helping planners visualise how an outdoor reception or breakout area would perform at different times of day or under varying conditions.
Such spatial technology providers are experimenting with the generative layer, using computer vision to reconstruct and restyle 3D environments on command. It may be early, but the direction is clear: virtual tours are evolving from static showcases into intelligent, collaborative planning tools that help venues sell faster and communicate more effectively.
4. Deploy intelligent chatbots for 24/7 engagement
AI-powered chatbots ensure your venue never misses an opportunity to engage interested planners, regardless of when they visit your website. Modern venue chatbots powered by large language models handle complex conversations that feel natural and helpful. They understand context, remember previous questions and can discuss specific event requirements in detail.
When a planner asks about "space for 150 with natural light and AV capabilities," the chatbot provides specific room suggestions with photos and other technical specifications. These systems excel at the exploratory phase of AI venue sourcing, when planners are comparing multiple options and gathering initial information. The chatbot can quickly qualify leads by asking smart follow-up questions about event dates, types and requirements.
The technology can also actively guide planners toward conversion. If someone views multiple meeting rooms but doesn't submit an inquiry, the chatbot might proactively offer to schedule a virtual tour or connect them with a sales representative. It can identify buying signals and create urgency by mentioning limited availability or special offers for specific dates.
5. Personalise marketing at scale
Generic email campaigns and broad-stroke marketing no longer resonate with planners who expect relevant, timely communication. AI-powered marketing automation enables venues to deliver content tailored to their specific interests.
The technology tracks every digital interaction across your marketing ecosystem. Website visits, email opens, content downloads and social media engagement all feed into comprehensive planner profiles.
AI analyses these behaviours to understand each planner's preferences and position in the decision journey. A planner who repeatedly views your outdoor spaces and downloads capacity charts receives different content than one focused on your catering menus and AV capabilities.
AI can write a unique email copy for each recipient, adjusting tone, style, length and focus based on their engagement history. It selects relevant images, customises offers and adjusts send times based on when each individual planner typically engages with email. The result feels like one-to-one communication, even when sent to thousands.
Behavioural triggers automate timely outreach that feels thoughtful rather than programmed. When a past client starts browsing your website again, the system immediately notifies your sales team and can trigger a re-engagement campaign.
The strategic path forward
Venues that experiment with AI will probably discover that AI doesn’t take away the personal touch, but frees up time to add more of it. For most, the real opportunity isn’t in using AI for the sake of it, but in finding where it genuinely helps teams work faster and respond smarter. Maybe that’s trimming hours off RFP responses, spotting which leads matter or turning a virtual tour into something a planner can feel and visualise.
Event planner expectations are shifting. Technology, especially AI, is helping them make more strategic data-driven decisions about how they find and book venues.
About the author
Diana Tamboly is a senior marketing manager for Cvent's Hospitality Cloud business in Europe. In her role, she is responsible for setting and managing the strategic marketing direction for Venue Directory, a Cvent company.
