Knowland reports on market with highest meeting and event volume and the most dominant industry driver in latest monthly meeting and events report
ARLINGTON, Va. — Feb. 8, 2023 — Knowland, the world’s leading provider of data-as-a-service insights on meetings and events for hospitality, announced today that the Phoenix, Arizona market led the U.S. meetings and events industry by volume for January. Second place went to Orlando, with Washington DC taking third. The leading industry driver for meetings was Technology across four of the top five markets.
Knowland is the only company to track ongoing meetings and events in the industry. Its data provides sales teams with unique insight into what markets and drivers are leading the industry each month to shift market share and build their sales base. This data is a subset of Knowland’s pipeline generation platform designed to help hoteliers build and protect a hotel’s booking base whether they are selling corporate and group business with seasoned sales professionals or new trainees.
• Year-over-Year Comparison – January 2023 increased 88.9 percent over January 2022. Additionally, January realized 11.1 percent growth over 2019.
• Top five markets (by volume) – Phoenix was in the lead hosting primarily Pharma/Biotechnology, followed by Healthcare and Financial/Banking. Orlando closed out the month with Technology groups at the top and Healthcare and Pharma coming in second and third. The next three markets, Washington, DC, Atlanta, and Dallas rounded out the top five markets. The chart below provides additional insight into the top drivers for these markets.
• Top Five Markets (by percentage growth) – Buffalo, NY; San Juan, PR; Raleigh-Durham, NC; Tulsa, OK; and Detroit, MI realized the largest percentage growth over January 2022.
Kristi White, chief product officer, Knowland, said: “The United States meetings and events business is back, growing both year over year and over historical baseline years. The January number seems a bit outlandish but it illustrates how much Omicron impacted that month. As we move deeper into the year the comparisons will tighten. Looking at the growth markets, it’s nice to see tertiary markets with the largest growth. These should be exciting to watch in the coming months as growth spreads even more.”
About the Data: Insights presented are a result of the analysis of meetings and events data acquired through Knowland data collection and aggregation methods, including field reporting and automated methods of customer and non-customer data collection in primary, secondary, and tertiary markets, as well as its large historical database.