Knowland, provider of data-as-a-service insights on meetings and events for hospitality, reported the Tampa-St. Petersburg, FL, market led in meetings and events growth for top 25 markets in February with 20% year-over-year growth.
Denver and Boston came in second and third, while national associations and technology groups led in four of the five top markets. This data is sourced from Knowland’s sales intelligence platform and designed to help hoteliers protect and grow their revenue base.
Overall year-over-year event volume growth for the industry was at 5.3%. The average space used for meetings in the top 25 markets was 3,507 sq. ft., while secondary markets were slightly less at 2,890 sq. ft. Average attendees were 124 in the top 25, while secondary markets averaged 118 attendees.
Below is additional insight into the top industry drivers for the top 25 markets with the highest meetings volume:
- Tampa-St. Petersburg (+20%): national association, healthcare, charity/non-profit/social services, technology and wedding.
- Denver (+16.7%): technology, national association, education, healthcare and construction.
- Boston (+15%): education, healthcare, technology, training/education and travel.
- Nashville (+14.7%): technology, manufacturing, national association, healthcare and consulting.
- Las Vegas (+11.5%): national association, technology, sports entertainment, charity/non-profit/social services and automotive.
The five high-growth secondary markets and top industries were:
- Louisville (+67.2%) – national association (15.2%) and state association (8.1%)
- Colorado Springs, CO (+66.8%) – education (9.3%)
- Greensboro-Winston Salem, NC (+65.7%) – education (23.8%)
- Wisconsin South, WI. (+48.2%) – state association (18%)
- Myrtle Beach, SC (+33.0%) – religious (14%)
