4 Trends Shaping the Future of Higher Education Conferences & Events

The conferences and events industry in higher education is buzzing with energy and possibility. Institutions are eager to deliver memorable guest experiences, tap into new revenue streams, and meet clients’ growing demand for seamless event management. Yet behind that momentum, many teams are held back by disjointed, outdated systems that make it difficult to keep up with rising expectations.

The 2025 Higher Education Conference & Events Report dives into proprietary data from an industry survey completed by almost 200 C&E professionals. The data within the report tells the story of where the industry stands today, what’s driving change, and how forward-thinking teams are tuning complexity into opportunity through smarter operations, innovation, and a renewed focus on the guest experience.

Let’s take a look at the four themes covered within the report, discuss what the findings from the survey mean for C&E teams today, and address how StarRez has aligned our platform and our roadmap to respond directly to the challenges and opportunities revealed within each theme.

1. Institutions are Unlocking New Revenue and Growth Potential

Conference and Events programs are no longer just add-ons, they’re powerful engines for financial and institutional growth. From our survey respondents, nearly half of institutions (45%) describe conference and event housing as a moderate contributor to their auxiliary or housing budgets and 15% report it as a major source of revenue.

Institutions are reimagining new use-cases for their facilities, helping them expand into new market segments, and turning off-peak periods into strategic opportunities. Beyond conferences, many are finding success through smaller events like youth camps, athletic programs, and community workshops. In fact, three-quarters of institutions said youth camps and internal university programs are their primary revenue drivers.

Others are generating revenue year-round by listing available spaces on external booking platforms and attracting new types of guests. 50% of institutions provide short-term or ad-hoc housing for internal or select groups, such as visiting faculty or athletic programs. Another 20% actively offer year-round short-stay housing to broader audiences, and 15% are exploring the idea. Only about 10% have no plans to enter this space.

How StarRez Can Help You Grow and Expand Your C&E Operation

StarRez’s Group Bookings module gives institutions a simple way to manage short-term and seasonal stays using familiar housing tools. It helps teams make better use of available space by coordinating assignments, billing, and reservations for camps, conferences, and other group programs. With flexible options for managing attendees and updating details, staff can stay organized and capture more revenue from spaces that might otherwise sit unused.

2. Client & Guest Expectations are Redefining the Experience

At the heart of every conference and event operation is the guest experience; the moments that shape a visitor’s impression of a campus and its brand. But without a structured feedback process, valuable insights into client satisfaction and event quality are often lost. Thirty-five percent of institutions collect post-event feedback using online survey tools, and another 30% use email follow-ups. However, one in four respondents said they have no formal process in place, while 10% rely on ad hoc phone calls or in-person debriefs that can be inconsistent and difficult to track.

Client and guest event expectations continue to evolve every year. Nearly one-third of institutions said the most frequent guest complaints involve facility quality — including aging buildings, maintenance issues, and lack of air conditioning. Other common frustrations include cleanliness and housekeeping (18%), dining and food quality (12%), and check-in or communication issues (10%).

Institutions are finding that convenience and consistency now matter as much as the event itself, from registration to check-in and follow-up. In fact, most institutions describe their guest registration process as either average (40%) or good (35%), while just 12% consider it excellent. About 13% rated it below average or poor, often citing manual data entry, system limitations, or inconsistent communication with guests. Meeting these evolving expectations requires more than good service; it calls for technology that supports a smooth, connected experience at every step.

How StarRez Can Help You Exceed Client & Guest Expectations

StarRez supports stronger guest experiences by giving conference and event teams clearer visibility into their spaces. The Events module includes an occupancy graph that shows which rooms are reserved, occupied, or closed, so staff can quickly spot issues and make informed decisions. With a clearer view of room status, teams can stay ahead of facility concerns, reduce last-minute surprises, and maintain the level of quality guests expect.

3. Manual Work is Driving Up Hidden Costs

Many conference and event teams still rely on a mix of spreadsheets, email threads, and standalone tools to keep things organized. The report found that over half of respondents (57%) rely on two to three different systems to manage their conference and event lifecycle, and nearly one in five use four or more. Only 19% have a fully integrated solution in place. While these methods can work for short-term solutions, they often make it harder to stay coordinated. Teams rate their satisfaction with current tools and processes at an average of 3.4 out of 5. Only one in five respondents report being fully satisfied, while an equal number say they are dissatisfied. The majority fall in the middle, describing workflows that function but feel inefficient or disconnected.

Manual steps can lead to duplicated effort, communication gaps, and missed opportunities for efficiency. One in four respondents identified client communication gaps and manual workflows as their biggest challenges during peak periods. Nearly as many cited weak system integrations and staff shortages as major obstacles to smooth operations.

Specifically, when it comes to generating quotes, while most institutions can provide an event quote within a few hours, 31% said their teams take a full day or longer. By moving toward more connected systems and workflows, institutions are finding ways to reduce friction, save time, and stay aligned across teams.

How StarRez Can Help Automate Manual Workflows

StarRez helps reduce time-consuming tasks by simplifying how teams manage inquiries and quotes. With dynamic quoting capabilities, staff can respond to requests faster and with greater accuracy, while maintaining flexibility for each event’s unique needs. By automating key steps in the process, teams can spend less time on administration and more time focusing on service and strategy.

4. C&E Management is Evolving Through Intelligence and Innovation

Conference and event teams are shifting from reactive planning to data-driven decision-making. With better access to analytics and integrated systems, institutions can forecast demand, manage resources more effectively, and identify areas for improvement. As technology evolves, intelligence is becoming a key part of how teams stay agile, make informed choices, and deliver stronger results year-round.

While 40% of institutions aren’t currently using AI in their C&E operations, 35% are interested in learning more and 15% are actively exploring use cases. A small but emerging group (about 5%) are already using AI tools, primarily for communication, forecasting, or marketing automation. Though most teams are not yet using AI day to day, growing awareness and exploration signal a turning point. Institutions are beginning to see how AI could support functions like customer communication, scheduling, and data analysis.

StarRez’s Intelligent Solutions for C&E Management

More conference and event teams are exploring how AI can simplify their work and strengthen the guest experience. StarRez is building AI tools that help staff understand their data and reduce everyday manual tasks. With features that summarize information, surface patterns, and help write communications, teams can spend less time on administration and more time delivering great events.

Discover More Insights Within the 2025 Higher Education Conference & Events Report

Innovation, collaboration, and data-driven analysis are reshaping the way the higher education conferences and events industry is evolving. Our latest report highlights how institutions are adapting and thriving. Read the free report today or book a demo to see how StarRez can help your C&E team stay ahead.