The Rise of Unique Venues in Meetings and Events

Tapping into the demand for personalization within original and distinctive locations.

In 1915, the Long Bar at the Raffles Hotel in Singapore was the go-to spot for the social elite. While men drank gin and whiskey, women sipped tea or fruit juice, as social norms dictated they could not consume alcohol in public. Spotting an opportunity, bartender Ngiam Tong Boon created a drink that would allow women to enjoy alcohol without drawing attention. The cocktail looked like fruit juice with its soft pink color, but was actually filled with gin and liqueurs — the Singapore Sling was born.

Nowadays, this iconic and unique venue sells 800-1200 Singapore Slings every day. And at $30USD each, the drink makes up 70% of the bar’s revenue. It’s a piece of history that makes Raffles, Singapore one of the region’s special venues and a draw for many business travelers.

This desire for distinct experiences and venues is not confined to the world’s most historic bars and hotels. A 2023 study by meetings and events technology provider Cvent found almost half of meeting and event planners are on the lookout for “a venue with a difference.” The study of around 650 event professionals revealed that unique venues are “soaring” in popularity as planners seek out non-traditional spaces that allow them to create experiential events focused on “engagement and fun”.

Space with purpose

For Miriam Rosenbaum, Operations Manager, Groups at BCD M&E, the appeal of unique venues goes beyond a non-traditional setting. “What makes a venue unique isn’t just the physical space or attributes, but how it aligns with the client’s vision and desired impact on attendees,” she explains. “It could be anything from a historic museum, a chic rooftop bar, an open-top bus touring the city, to a serene boat cruise.” According to Miriam, the approach centers around “understanding the client’s objectives” and the “emotional resonance” they’re looking to create.

This focus on creating an emotional connection is also fueling the demand for personalized experiences within events. In BCD M&E’s What’s Trending 2025 report, personalization, immersive experiences, and thoughtful event design were identified as major trends shaping event strategy worldwide. The report highlighted that attendees increasingly value experiences tailored to them. A shift that keeps their attention in a world where people expect more dynamic, memorable events.

This is personal

The demand for personalization within unique venues is something Phoenix Porcelli, Global Head of Sales at premium meeting and event venue provider Convene, has seen grow. “Convene was founded in response to industry trends that made it challenging to secure room blocks in traditional accommodations, especially with the rise of Airbnb and strong hotel loyalty programs,” she says. “We’ve found clients increasingly want unique, experience-driven spaces that enhance engagement.” Phoenix adds that Convene offers this through “contemporary, tech-enabled spaces along with catering, and food and beverage services… a one-stop shop experience.”

One of its newest venues, Convene Sancroft, St. Pauls in London, England reflects this with a design inspired by local architecture and a nod to the Elizabethan era. While Convene 30 S 17^th Street in Philadelphia, United States, includes a mural by a local artist, adding a memorable touch to the place.

The demand for unique, experience-driven venues is here to stay. From sipping signature cocktails to hosting events in spaces inspired by local artists, memorable locations can add something extra to your meeting or event.

BCD M&E has partnered with Convene to make it easier for event attendees to find accommodation nearby. Through this collaboration, BCD M&E has created customized hotel maps showing hotels close to each one of the 38 Convene locations across the U.S. and the UK, including key cities like London, New York, Chicago, and Boston. These maps, accessible on the Convene website or through their sales team, offer a simple way for clients to book stays close to their event.

Inquire about hosting a meeting or event with Convene, visit convene.com/contact.

To speak with one of the BCD M&E team contact: [email protected]

Originally published November 18, 2025 7:00:00 AM