All You Need To Know About ROE: The Event Planner’s Cheat Sheet

In What’s Trending 2026, we explore how planners are moving beyond traditional Return on Investment (ROI) to better understand the true impact of their events. Return on Experience (ROE) is emerging as a key metric—helping organizations measure how events create lasting value for attendees and drive meaningful outcomes.

The following guide breaks down what ROE means, why it matters, who benefits and how you can measure and apply it to your meetings and events.

What is ROE?

ROE is the metric that captures the true value of meetings and events. Not just the financials but the impact on attendees, brand perception and long-term business outcomes.

Unlike ROI, which focuses on financial returns, ROE measures how an event makes people feel, think, and act. It’s about engagement, satisfaction and the lasting impressions that drive loyalty and advocacy.

Why Does ROE Matter?

In 2026, with budgets under pressure and attention spans shrinking, experience is everything. Memorable events are now table stakes and ROE helps planners justify spend on experiences that move the dial, whether it’s energizing employees, wowing clients or building brand equity. It’s the difference between an event that’s “just another meeting” and one that sparks real change.

Who Benefits from ROE?

ROE benefits a wide range of stakeholders:

Attendees: They get more value, deeper engagement and memorable moments.

Planners: ROE provides a framework to prove the strategic impact of events beyond spreadsheets.

Brands: Strong ROE means better perception, advocacy and long-term loyalty.

Leadership: It’s easier to justify investment when you can show how events drive retention, morale and business outcomes, alongside traditional ROI metrics.

When to Use ROE

ROE is most useful when you want to understand the impact of your meetings and events, beyond just financial results. Consider using ROE in these situations:

Event planning: When deciding which events to invest in, use ROE to focus on experiences that drive engagement and lasting value.

Reporting to stakeholders: Share ROE insights with leadership, sponsors, or clients to show the broader value your event delivered.

Improving future events: Analyze ROE data to learn what worked well and what could be improved, helping you design even better events next time.

Boosting attendee engagement: Use ROE findings to tailor content and experiences to what your audience values most.

Justifying budgets: ROE can help make the case for investing in experiences, showing how they support goals like retention, loyalty, and brand reputation.

How Do You Measure ROE?

ROE is both art and science. Here’s how to get started:

Set clear goals: Define what “success” looks like upfront (e.g., improved engagement, stronger relationships, knowledge transfer).

Track engagement: Use surveys, live polling, and digital analytics to capture attendee sentiment, participation, and networking success.

Gather qualitative feedback: Ask open-ended questions post-event. What did people remember, what relationships did they build, how did the experience change their perception?

Monitor social buzz: Track social media mentions, shares, and sentiment for a broader view of impact.

Benchmark outcomes: Look at repeat attendance, referrals, and post-event actions (e.g., sales pipeline, retention rates.

As the meetings and events industry continues to evolve, understanding and applying ROE will help you create experiences that truly matter. If you need support measuring or maximizing ROE at your next event, our team is here to help, simply get in touch.