Get Top Advice on Venue Sourcing from our Meetings Leader

Emma Bason, Director of Global Venue Sourcing at Amex GBT Meetings & Events

The perfect venue can set a feel-good vibe that lingers long after the event ends. And with so many of us craving less screen time and more face time, venue sourcing for in-person gatherings becomes a top priority for meeting professionals across the globe. Although, if you've sourced venues years ago, you'll be interested to know the selection criteria is different now.

According to Emma Bason, director of global venue sourcing at Amex GBT Meetings & Events, "End to end experience is more and more important. When we looked for venues in the past, we looked at location, price, and value. Now we're asking, how does this venue make you feel?"

Those insights tell us the old way of thinking is not enough. It's time to adapt to a new strategy. How? To best guide you, we tapped Emma's know-how and experience leading a team of sourcing specialists. Get her views on venue selection in today's world where creating a memorable attendee experience matters most.

Q: Emma, what does venue selection look like for today's venue finder?

A: The current focus for meeting professionals is on emotional engagement. For an event, that means the physical environment should lend itself to an emotionally resonant experience. To create that elevated experience, meeting bookers and event planners often turn to us to help them find a unique destination.

Q: You spoke about creating an emotional engagement. How does your team foster an emotional connection with attendees?

A: We think of well-being as part of the agenda and consider all the ways we can enhance well-being for attendees. For example, we start by looking at transportation. Then we ask ourselves, "How can we optimize travel to the venue so that it's an easy journey? Will attendees feel welcome when they arrive?" Timing is another factor. Starting the meeting at 9:30 am rather than 8 am can set the tone for a relaxed mood and make attendees feel less rushed through the meeting agenda.

Q: What are other factors that contribute to a relaxing atmosphere?

A: Having a meeting space that allows you to move around and change the scene from time to time can help. By switching the scene, we can deliver content in different ways, have breakout sessions for group discussions, or short breaks in between sessions that encourages casual chit-chat.

Q: Aside from engagement, what other considerations weigh into the venue selection decision?

A: Based on surveys with meeting professionals, venue size, services, facilities, and cost are among the top factors to consider when choosing a venue. Many of those surveyed will also be prioritizing food and beverage options, accessibility, and technology, as well as layout and aesthetics.

Q: Venue selection involves many more considerations than years ago. With that shift, how has a venue finder's role changed?

A: In the past, venue finders and sourcing managers functioned as order takers, mainly involved in administrative tasks. Not anymore. Their roles are more influential now. In our company, they're definitely more elevated, involving strategic thinking and fastidious planning that drive meeting objectives.

Q: How can venue finders and sourcing managers maximize their role?

A: Understand "the why" behind the event. It's important to know the reason for the event and desired outcomes. With that in mind, you can guide the client to suitable solutions that help reach their objective, whether it's boosting employee morale or delivering a memorable product launch. Our sourcing specialists do just that. We learn all about the meeting objective and preferences, asking questions like, "Are you focused on team building? Do the attendees already know each other? Is sustainability a priority area for you?" Then we propose solutions that are most suitable.

Q: Clients and industries vary greatly. How does your team make sure they're meeting everyone's expectations?

A: By asking the right questions about their meeting and actively listening to their needs. Some of our clients have strict budget guidelines that we need to match, while others have specific contract terms that need to be addressed. If our client requires a long turnaround for payment, we'll negotiate with venues on their behalf.

Q: Our 2025 Global Meetings and Events Forecast indicates many companies will continue to invest in internal meetings. How does that impact venue selection?

A: Recently, we've seen requests coming in for an employee team event. It's more like an experience than an event. With so many people working remotely, many of our clients are aiming to boost collaboration through team-building activities that carry over into a meeting or dinner afterwards. Since they're looking for something unique, we tend to keep our eye on emerging destinations and alternative event spaces as solutions.

Q: Many event planners are looking for locations that support corporate sustainability goals. What other corporate values influence venue selection?

A: We're finding many of our clients are looking to create a feeling of inclusion for attendees. And our Forecast shows meeting attendees expect companies to act on the principles of diversity, equity, and inclusion. To do so, it's important to understand attendee demographics and varying needs like dietary requirements, and physical, cultural, and sensory considerations. Then factor those needs into the sourcing decision. Many of our clients look to our venue sourcing specialists to steer them in the right direction.

Q: With all the details that go into planning a meeting or event, selecting a venue can seem overwhelming at times. What best practices would you recommend?

A: Become an authority on everything. Nowadays a venue finder needs to have a broad knowledge base. Understanding varying types of venues is important. Be prepared to handle contract negotiations and explain audio visual equipment for hybrid meetings. Our clients rely on us for technology and all types of meeting components. Also consider the venue's surrounding area. We're often asked for suggestions on everything from restaurants and activities to transportation. As a venue finder, you're expected to know all that.

Q: What advice would you give someone starting out as a venue finder?

A: Recognize the importance of your role. By making site visits and establishing partnerships with suppliers, you can be prepared to show up with appropriate recommendations. Speak with confidence about your suggestions and offer sound guidance that demonstrates your understanding of meeting needs and objective.

You can catch up on more decision-driving insights from Emma Bason as well as other leading meeting professionals in our 2025 Global Meetings and Events Forecast. Check it out.

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