Knowland: Several indicators show U.S. meetings industry is stabilizing

December U.S. group meeting volume decreased 16.8% over November 2021, according to Knowland. However, this change is in line with normal seasonality trends.

Reflecting the latest industry reaction to new virus concerns, the average number of attendees dipped in December. However, average space used edged closer to the 2019 metric.

“There are several leading indicators the meetings industry is stabilizing,” said Kristi White, chief product officer, Knowland. “The first is native seasonality asserting itself into normal patterns seen before the pandemic began. The second is shifting growth markets. Seeing growth shift amongst many different markets is a sign recovery is spreading to all areas of the country and is not limited to a handful of markets.”

  • The average number of attendees per event in December 2021 was 101, compared to 140 in December 2019.
  • The average space used in December 2021 was 2,363 sq. ft., while meetings in December 2019 averaged 2,254 sq. ft.
  • The top five growth markets, in order, in December were Seattle; Oahu Island, HI; Grand Rapids, MI; Tucson, AZ; and Chattanooga, TN.
  • The corporate segment represents 64% of meeting and event business with technology and healthcare taking the lead as the largest industry groups.