THE VOLUME OF meetings and events in the U.S. experienced a significant increase of 30.3 percent in June, according to group hospitality analytics firm Knowland. Furthermore, the top 25 markets have demonstrated exceptional resilience by achieving a 90 percent year-to-date recovery compared to their performance in 2019.
Austin and Nashville saw significant growth, with rates of 74 percent and 42 percent, respectively.
“Austin and Nashville's growth can be attributed to the return of seasonal events in these lively markets,” Knowland said. “They offer essential amenities for work and play, such as new hotels, increased flight options, and unique meeting spaces. Meeting attendees also enjoy local restaurants, live music, and entertainment, making these cities popular choices for planners.”
Chicago led the top 25 markets, hosting national association and pharmaceutical/biotechnology meetings, while Los Angeles/Long Beach, Washington, D.C., San Diego and Anaheim-Santa Ana rounded out the top five, the report added.
The key factors driving these markets are as follows:
- Chicago: National association, pharmaceutical/biotechnology, wedding, healthcare, and technology.
- Los Angeles/Long Beach: Education, national association, training/education, entertainment/media, and charity/non-profit/social.
- Washington, DC-MD-VA: National association, travel, charity/non-profit/social, education, and federal government agency.
- San Diego: National association, wedding, education, training/education, and charity/non-profit/social.
- Anaheim-Santa Ana: Wedding, financial/banking, technology, training/education, and national association.
Michigan South, Delaware, Kansas, and Mobile, Alabama, emerged as the top U.S. markets with the highest year-over-year growth in meetings and events, it said.
In 2022, Hyatt became the first global hotel brand to provide its properties with access to Knowland's database and business tools for meetings and events. The expanded relationship includes standardized program terms for all Hyatt branded hotels, including franchises.
