STUDY: Monthly U.S. Meetings, Events Volume Beats 2019 Levels

Anna Wolfe
Senior Editor, Restaurants
wolfe
Recovery capture has been increasing since the beginning of summer, but this is the first time it has exceeded 2019 levels.

Knowland, a provider of data-as-a-service insights on meetings and events for hospitality, released its U.S. monthly meetings and events data for November, reporting that November 2022 achieved 103.1 percent of November 2019 volume, exceeding monthly pre-pandemic levels for the first time. Knowland reports November this year with 122.5 percent growth over November 2021. In line with native seasonality, November 2022 declined by 11 percent over October 2022.

  • Increase over 2019 in average attendees per event – The average number of attendees per event for November 2022 was 118, compared to 105 in November 2021 and 104 in November 2019. 
  • Average space used per person in line with prior years – The average space used in November 2022 was 3,028 sq. ft. Meetings in November 2021 averaged 2,501 sq. ft. and 3,009 sq. ft. in 2019. Proportionally from a per person (p/p) perspective, the 2022 meeting space used an average of 26 sq. ft. p/p as opposed to 24 sq. ft p/p in 2021 and 29 sq. ft. p/p in 2019.
  • Top five market growth compared to October 2022 – The top five growth markets for November (in order) compared to October were Las Vegas, NV; San Juan, PR; Fort Myers, FL; Miami, FL; and the Kauai Islands, HI.
  • Corporate meetings continue as the dominant segment – The corporate market segment represents 53.5 percent of the meetings and events business, with Healthcare taking the lead as the largest industry segment. From a recovery standpoint compared to November 2019 levels, Online Retail, Urban Infrastructure, Sports Entertainment, Construction, and Transportation were the segments at the highest level of recovery captured in November of 2022.

Kristi White, chief product officer, Knowland, said, "...The message is clear -- recovery is here and most hotels should now be entering organic growth, strategically positioning themselves for an even better 2023.”

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.

 

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