Conference Season Takeaways: Top Trends That Will Shape 2026 and Beyond
Over the past two months, we hit the road for conference season—connecting with old friends and new faces at the Association of Zoos & Aquariums (AZA), Zoological Association of America (ZAA), and Texas Travel Alliance (TTA) conferences. From animals to attractions to destinations, we heard a lot of recurring themes.
First things first—you’re not alone. Many organizations are feeling the squeeze right now. Between economic pressures, political shifts, and unpredictable weather, budgets are tight and uncertainty is high. But here’s the good news: everyone’s recalibrating, and that means there’s incredible opportunity for shared learning, innovation, and growth.
Across every conversation, three big trends stood out.
1. Experiences Are Key
Even with visitor numbers dipping nationwide, people are still spending money and focusing on experiences that feel worth it. They’re craving something unique, memorable, and personal.
One standout example that we visited during ZAA is San Antonio Zoo’s Spekboom Lodge, a private overnight suite overlooking a giraffe exhibit. Since opening in Fall 2024, it’s been nearly booked solid. Why? It’s different, immersive, and connects people directly to what makes the zoo special. Plus, who doesn’t want adorable giraffes as neighbors?
Whether you’re repackaging existing programs or creating something new, the goal is the same—deliver experiences guests can’t stop talking about.
2. Employee Well-Being Matters
In zoos, it’s animal care. In attractions, it’s guest experience. In destinations, it’s community impact. But behind all of it are the people who make it happen—and their wellbeing is finally taking center stage.
Organizations are realizing that a thriving culture doesn’t just improve morale; it drives performance. Supported employees create better guest experiences, stronger teams, and more resilient organizations. When you take care of your people, everything else gets stronger too.
3. Technology, Systems & AI Integration
As James Clear notes in Atomic Habits, “You do not rise to the level of your goals, you fall to the level of your systems.”
AI and technology can help organizations move faster, smarter and more efficiently—but only when used intentionally. The key is deciding why and how these tools fit your broader vision. Define your AI policy. Clarify where it enhances—not replaces—human performance and connection. Then build the systems to make those tools work for you, not the other way around.
Looking Ahead
The energy at these conferences reminded us of one thing: these industries are full of passionate people navigating tough conditions with creativity and grit. The challenges are real—but so is the opportunity.
The organizations that adapt, align their teams, and keep innovating their experiences will be the ones leading the way in 2026 and beyond.