Industry Update
Supplier News 6 May 2021

April Group Data Shows U.S. Meetings and Events Volume Increased 58.5 Percent over March 2021

Knowland numbers reveal that average meeting attendees are nearing 2019 levels

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Knowland

Knowland, the leader in AI-powered data for hotels, convention and visitor bureaus, conference centers and other meeting venues, today released its monthly meetings and events data for April. The numbers reveal that April U.S. group meetings volume increased 58.5 percent over last month.

As we move past the one year mark when lockdowns began in the United States, Knowland will now be comparing Average Attendees and Average Space Used market data to its 2019 numbers. As bigger cities such as New York and Las Vegas begin to re-open to pre-COVID standards, we anticipate group volume to increase significantly in the coming months. This is another positive sign that meetings are happening and sales teams need to be prepared to manage the sales marathon heading their way.

  • Average attendees – The average number of attendees in April 2021 was 63, compared to 74 in April 2019, a positive sign that meetings are on the rise and attendee numbers are coming back to 2019 levels.
  • Average space used –The average space used in April 2021 was 2,640 square feet while meetings in April 2019 averaged 2,322 square feet. While average space used is still greater due to the six-foot social distancing rule, there is a steady decrease as restrictions begin to lift.
  • Individual market growth – The top five growth markets in April were Anaheim, Chicago, Los Angeles, Minneapolis and San Antonio.
  • Corporate meetings represent the largest market segment – Corporate meetings continue to represent the largest market segment, with Healthcare, Training/Education, Technology, Manufacturing, and Entertainment and Media as the biggest producers in the segment.

Kristi White, vice president of product management, Knowland, said: "April continued its path of improvement. Four of the top growth markets were impacted significantly by COVID restrictions early in the year. However, since restrictions loosened, they have rebounded quickly. Additionally, meeting sizes are stabilizing to prior year levels. Over the next few months – as more markets loosen up – meeting numbers and size should increase even more."

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About Knowland

Knowland is the leader in AI-powered group business data for hotels, convention and visitor bureaus (CVBs), conference centers and other meeting venues and the driver behind adopting a Proactive Group Sales Strategy. With the industry's largest historical database of actualized events, thousands of customers trust Knowland to sell group smarter and maximize their revenue. Knowland operates globally and is headquartered in Rosslyn, VA. To learn more about our suite of solutions, please visit www.knowland.com or follow us on Twitter @knowlandgroup.

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