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08/05/2022

Knowland Meetings and Events Data Shows 163.9 Percent Growth Over July 2021

Seasonal decline from June is less than typically experienced pre-COVID.
Michal Christine Escobar
Senior Editor (Hotels)
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Knowland, the world’s leading provider of data-as-a-service insights on meetings and events for hospitality, released its monthly meetings and events data for July reporting a significant increase of 163.9 percent over July 2021. Although there was a 15.5 percent decline from June, this is related to normal seasonality, however, it is still less than typically exhibited pre-COVID.

  • Average attendees per event increases – The average number of attendees per event for July 2022 was 121, compared to 64 in July 2021 and 91 in July 2019.
  • Average space used per person decreased over 2021 – The average space used in July 2022 was 3,088 sq. ft. Meetings in July 2021 averaged 2,461 sq. ft. and 2,791 sq. ft. in July 2019. Proportionally from a per person (p/p) perspective, 2022 meeting space used an average of 26 sq. ft. p/p as opposed to 38 sq. ft p/p in 2021 and 31 sq. ft. p/p in 2019.
  • Top five market growth compared to June 2022 – The top five growth markets compared to June (in order) in July were Sarasota, FL; Norfolk; Buffalo, NY; Kauai; and Raleigh-Durham.
  • Corporate meetings continue as the dominant segment – The corporate segment represents 58.1 percent of meeting and event business with Technology, Training/Education, and Healthcare taking the lead as the largest industry segments. From a recovery standpoint compared to July 2019 levels, Online Retailer, Urban Infrastructure, Sports Entertainment/Media, Engineering, and Construction were the segments at the highest level of recovery captured in July of 2022.

Kristi White, chief product officer, Knowland, said: “July is always the low point of the summer months, with corporate meetings taking a minor step back while SMERF business surges forward. This is exactly the behavior we saw this July. Additionally, the dip from June to July was less than in years pre-pandemic. Even with the dip, the U.S. market recovered at 81.4 percent in July ahead of the 80.1 percent we saw in June.”

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. View the Knowland hospitality industry meeting activity forecast, the U.S. Meetings Recovery Forecast, on its website.