When searching for a venue, spaces that are sustainable and cater to attendees’ well-being are on the top of the list.

Not long ago, selecting a destination for an association’s annual conference or meeting followed a well-established formula. Planners evaluated cost, airlift, hotel room block availability and whether the convention center could accommodate the general session and breakout needs. Those core considerations have not gone away — nor should they, given ongoing budget pressures and logistical realities — but they no longer tell the whole story. Today, many association planners are expanding that checklist to include a more nuanced and increasingly influential set of factors: sustainability practices and attendee well-being.

This shift is not happening in isolation, nor is it simply the result of a short-term trend. Instead, it reflects a broader evolution in how associations define value, how attendees experience events and how planners themselves think about the purpose of convening people in the first place. As expectations change, so too does the framework for decision-making. Sustainability and well-being are no longer peripheral considerations; they are steadily becoming part of the criteria that shape where events are held and how destinations are evaluated.

David Stevens, PMED, WITT-AP, co-founder of Olympian Meeting in Lago Vista, TX, sees this change as both inevitable and necessary. In his view, associations are under increasing pressure to demonstrate relevance and deliver meaningful value to their members, which has a direct impact on how events are designed and where they take place.

“At the same time, people are more aware of burnout, loneliness, mental fatigue and the very real impact environment has on how we feel and perform,” he says. “Sustainability is also no longer a side conversation — members, sponsors and stakeholders are paying attention to whether an event reflects their values.”

Taken together, these forces are reshaping the decision-making process in subtle but important ways. While sustainability and well-being may not always outweigh traditional considerations like cost or accessibility, they are increasingly influencing the final choice — especially when planners are deciding between otherwise comparable destinations. In that sense, the answer to whether these factors rank among destination decisions is clearly yes, even if their weight varies depending on the organization, audience and event objectives.

Increasing Awareness

At the heart of this shift is a growing awareness among attendees themselves. What people expect from an event has expanded beyond education and networking to include how the experience feels on a personal level. That includes physical comfort, mental engagement and alignment with broader values around health and environmental responsibility.

Tracy Orpin, CMP, senior meeting and events planner at the National Association of Insurance Commissioners (NAIC) in Kansas City, MO, points to this cultural awareness as a foundational driver. “People are becoming more aware of our environment and our health,” she says. While the observation may seem straightforward, it has far-reaching implications for planners, who must ensure that their events reflect those evolving expectations. Associations, after all, are member-driven organizations, and their meetings must resonate with the priorities and values of the communities they serve.

For Lisa Simpson, CMP, vice president of conventions and events at the American Staffing Association (ASA) in Alexandria, VA, that awareness translates directly into more intentional planning decisions. She emphasizes that attending a conference — particularly one that involves travel and multiple days of programming — can be inherently demanding. “We’re very intentional when it comes to ensuring the well-being of our attendees,” she explains. “Conventions can be stressful, especially when they include major travel and multi-day schedules.”

That recognition is prompting planners to think more holistically about the attendee experience, which in turn influences destination selection. A location that supports a more comfortable, balanced and engaging experience can offer a meaningful advantage. Whether that means easier navigation, access to outdoor spaces or venues designed with attendee flow and comfort in mind, these considerations are becoming part of the equation in ways they were not a decade ago.

Rethinking What Sustainability Means

As sustainability becomes more relevant to destination decisions, planners are also redefining what the term encompasses. While environmental practices remain a central component — such as waste reduction, local sourcing and energy efficiency — there is a growing recognition that sustainability also includes the human experience of the event itself.

Stevens describes this expanded view in practical terms. “Sustainability looks like intentional choices, not optics,” he says. “It’s about venue selection, smarter food and beverage, waste reduction and reducing unnecessary transit, but it’s also about sustainable human energy.” In other words, an event that leaves attendees physically depleted or mentally overwhelmed cannot truly be considered sustainable, regardless of its environmental credentials.

This perspective challenges planners to evaluate destinations through a broader lens. A city or venue may have strong sustainability certifications, but if the overall experience contributes to fatigue or disengagement, it may not deliver the outcomes associations are seeking. Conversely, a destination that supports both environmental responsibility and attendee well-being may ultimately provide greater value, even if it is not the lowest-cost option.

Stevens is clear that these considerations are not separate from traditional metrics but rather integrated into them. “I don’t treat sustainability and well-being as separate from cost, accessibility and amenities,” he says. “They’re part of the overall performance of the event.” That emphasis on performance is key, as it positions sustainability not as a moral obligation alone, but as a contributor to measurable event success.

Orpin offers a concrete example that illustrates how this plays out in practice. At NAIC events, her team transitioned from individual bottled water at coffee breaks to infused water stations, encouraging attendees to bring reusable bottles. The change was driven by a desire to reduce waste, but it also enhanced the attendee experience. “We didn’t have a lot of complaints,” she says. “People loved it, and it saved us not only in waste but also in cost.”

The impact was significant, particularly when compared to previous events where unused bottles were frequently discarded. “We experienced a tremendous amount of waste,” Orpin recalls. “People would take a bottle, take a sip and leave it.” By eliminating that waste stream, the organization achieved both environmental and operational benefits, demonstrating how sustainability initiatives can align with broader event goals.

The Core Component of Well-Being

Well-being is undergoing a similar evolution, moving from a peripheral feature to a central component of event design. Rather than being treated as an optional add-on, it is increasingly embedded in the overall structure and flow of the meeting experience.

At ASA’s Staffing World convention, Simpson and her team have implemented a range of initiatives designed to support attendee well-being. These include relaxation zones with complimentary chair massages and a dedicated lounge for volunteers. While these elements are popular in their own right, they are part of a broader strategy to create a more balanced and engaging environment.

“We get a lot of positive feedback,” Simpson says, noting that these experiences resonate with attendees on a personal level. However, the focus on well-being extends beyond individual activations. It also informs decisions around food and beverage, scheduling and overall event pacing.

“From a food and beverage perspective, we focus on offering a variety of options that meet dietary needs, but also food that increases protein intake and helps sustain energy,” she explains. This approach reflects a growing understanding that what attendees eat — and when they eat it — can significantly impact their ability to engage with content and participate fully in the event.

Stevens reinforces this point by emphasizing the importance of designing events that align with how attendees actually function. “Physically, that can mean movement, hydration, natural light and schedules that don’t run attendees into the ground,” he says. “Mentally, it means reducing cognitive overload and creating space for meaningful interaction.”

For many planners, this represents a departure from traditional conference design, which often prioritized maximizing content delivery within limited timeframes. Increasingly, there is a recognition that more is not always better, and that giving attendees time to absorb information and connect with others can lead to more meaningful outcomes.

This shift has direct implications for destination selection. Locations that support outdoor activities, offer accessible green spaces or provide venues designed with attendee comfort in mind are becoming more attractive. Simpson notes that feedback from attendees has played a critical role in shaping these preferences, leading ASA to incorporate more outdoor and wellness-oriented elements into its events.

Orpin encourages planners to approach these changes with a sense of openness and experimentation. “Make a change and try it,” she advises. Her experience suggests that the perceived risks of implementing sustainability and well-being initiatives are often overstated, while the potential benefits – both in terms of attendee satisfaction and operational efficiency—can be substantial.

Destination Selection

When it comes to selecting a destination, these evolving priorities are prompting planners to ask more detailed and more targeted questions. While traditional criteria such as cost and accessibility remain essential, they are now being considered alongside factors related to sustainability and well-being.

For Stevens, certifications can provide useful signals, but only when they reflect genuine expertise. “I’m not looking for labels for the sake of labels,” he says. “I’m looking for proof of competence.” Certifications such as LEED or WITT can indicate a commitment to sustainability, but planners must understand what those credentials represent in practice and how they translate into the attendee experience.

He also points out that venue reporting practices are still inconsistent, which can make it challenging to evaluate sustainability claims. “It’s still a bit of the Wild West,” he says, noting that some venues provide detailed, transparent data while others rely on more generalized statements. As a result, planners are increasingly taking a more proactive approach during the RFP process, asking specific questions about metrics, tracking and outcomes.

Simpson highlights another important consideration: the growing appeal of destinations that support outdoor and wellness-oriented activities. “Destinations that offer opportunities to host events outside are becoming increasingly important,” she says. Whether through climate, geography or infrastructure, these locations provide additional flexibility and opportunities to enhance the attendee experience.

Taken together, these factors illustrate how sustainability and well-being are influencing destination decisions in practical terms. They may not always be the deciding factor, but they are increasingly part of the conversation and can tip the balance when other criteria are comparable.

Overcoming the ‘Nice-to-Have’ Stigma

Despite this progress, one of the most persistent challenges is the perception that sustainability and well-being are optional enhancements rather than essential components of event success. Stevens identifies this mindset as a key barrier to broader adoption.

“These are still often seen as nice-to-haves instead of performance drivers,” he says. Changing that perception requires a shift in how these concepts are framed and communicated. Rather than presenting them as additional features, planners can position them as integral to achieving core objectives such as engagement, learning and member satisfaction.

“When you talk about wellness in terms of attention, connection and outcomes, people respond differently,” Stevens explains. This reframing can be particularly effective when making the case to internal stakeholders, who are often focused on measurable results.

By linking well-being initiatives to metrics such as session engagement, attendee feedback and repeat attendance, planners can demonstrate their tangible impact. Similarly, tracking sustainability metrics — such as waste diversion rates or resource usage — provides a clearer picture of how these efforts contribute to overall event performance.

Ultimately, this approach helps shift the conversation from abstract ideals to practical outcomes, reinforcing the role of sustainability and well-being in destination decision-making.

Looking Ahead

Looking ahead, it is clear that sustainability and well-being will continue to play an increasingly important role in how association planners evaluate destinations. While they may not replace traditional considerations, they are becoming integral to the overall assessment of what makes a destination viable and valuable.

“I think they’ll become more central, not less,” Stevens says. “Destination choice is going to be about more than room rates and airlift. It’ll be about whether a place supports healthier, more human-centered, more responsible events.” Destinations that recognize that shift early will have a clear advantage, especially as associations look to create more meaningful, memorable experiences.

Orpin agrees. “I think it shows a responsibility for our planet and the future of our planet,” she says. That sense of stewardship – toward attendees, the environment and the industry as a whole – is increasingly shaping how the best events are designed.

And as Simpson points out, it ultimately comes down to the bigger picture. “At the end of the day, it’s important to focus on more than just the professional side of events,” she says. “It’s about the overall experience being provided to attendees.” | AC&F |