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USING TECHNOLOGY TO enhance the attendee experience remains a key trend for meeting and event planners as they expect meetings volumes to rise, according to a survey. The tech trend is closely followed by a focus on diversity, equity, and inclusion and a more casual meeting atmosphere. The 2023 State of the Meetings Industry survey by group hospitality analytics firm Knowland and full-service global meetings solution company, ConferenceDirect, also revealed that staff shortages and inquiry backlogs are impacting service standards as rising costs redefine goals. The survey also pointed out that rising costs may cause planners to change their approach, including looking at new destinations. However, cost leveling, return of business travel, and budget increases will support the industry recovery. According to the survey, more than 70 percent of 2022 events had attendance at, or above, 80 percent of 2019 levels. As many as 75 percent of event planners did not expect the number of events and meetings to drop.

NASHVILLE RECORDED A 38 percent year-over-year increase in meetings and events in April, according to Knowland. Meanwhile, Las Vegas maintained a steady ascent with a 22.8 percent year-over-year growth. Overall, the industry saw a marginal 1.3 percent year-over-year increase in meeting volume. Among the top 25 markets, meetings averaged 3,768 square feet, compared to 3,684 square feet in secondary markets, the report said. Average attendance in the top 25 rose slightly to 133, while secondary markets saw an average of 127 attendees. Top five markets with highest YOY event volume growth Nashville stood out as a meeting destination in April, leading in growth among the top 25 U.S. markets, the report added. It recorded an average space use of 3,885 square feet with 131 average attendees, largely driven by national associations such as the Association of Physical Plant Administrators.

LAS VEGAS LED the top 25 markets in meetings and events growth for September, with a 34.2 percent year-over-year increase, according to Cendyn's Sales Intelligence platform, formerly Knowland. This marked its eighth consecutive month in the top five. Las Vegas meetings and events averaged 5,596 square feet with 209 attendees, driven by weddings, accounting for about 10 percent of event volume, and tech events like Oracle SuiteWorld, according to Cendyn. Anaheim ranked second, hosting education, national associations, and weddings. Across the top 25 markets, average space rose to 3,856 square feet with 130 attendees. The top five among the 25 leading markets were: Las Vegas (+34.2 percent): Weddings, technology, training/education, national associations and manufacturing. Anaheim-Santa Ana (+23.2 percent): Education, national associations, weddings, healthcare and consulting. Orlando (+22.9 percent): National associations, technology, healthcare, training/education and charity/non-profits/social services. New York (+21 percent): International government, finance/banking, charity/non-profits/social services, national associations and travel. Dallas (+18.6 percent): Healthcare, technology, consulting, finance/banking and education.

BY THE FOURTH quarter of last year, group business in 10 of the top markets in the U.S. had recovered 110 percent compared to the same time in 2019, according to the Hospitality Group and Business Performance Index from Knowland and Amadeus. The top 20 markets have achieved 100 percent of 2019 levels of occupancy and ADR, with 10 surpassing 110 percent or more. Group business reached the 110 percent health index in the fourth quarter because it used 95.5 percent of the group rooms sold in 2019, coupled with a 14.8 percent increase in ADR, according to the index. Overall growth for the year 2023 stood at 103 percent, with 92.5 percent of group rooms sold in 2019 and an accompanying average rate increase of 11.7 percent. Meetings and event business rebounded to 91.9 percent in the fourth quarter compared to 2019, with an end-of-year recovery rate of 91.2 percent. The volume of smaller groups led to stability in the market, according to Knowland. Currently, 70 percent of events have 200 attendees or less and smaller meetings, those with less than 25 attendees, saw the most growth, experiencing a 19 percent increase since 2019.