Knowland | August 21, 2024

Up-and-coming market consistently leads in meeting event growth in 2024, while Philadelphia led in the top 25 markets

ARLINGTON, Va. — Aug. 21, 2024 — Knowland, the world’s leading provider of data-as-a-service insights on meetings and events for hospitality, reported that while Philadelphia led in the top 25 markets, Louisville, Ky., doubled year-over-year (YoY) event volume growth, hitting 94.9 percent. This is the fifth month Louisville has ranked in the top five secondary markets this year. This data is sourced from Knowland’s sales intelligence platform and designed to help hoteliers protect and grow their revenue base. 

Louisville continues to be a hot spot for travel in 2024. After appearing in multiple Top Places to Travel lists, including The New York Times, Travel & Leisure, and Frommer’s, Bourbon City has become a stronghold for meetings in a secondary market, with an average of 4,935 square feet used and 119 attendees. By comparison, Philadelphia, the top 25 market leader in July, averaged 3,066 square feet and 117 attendees. Also notable is the overall growth in secondary markets, with an average of 6.9 percent, compared to the top 25 markets’ average of 3.6 percent.

•  Leading top 25 markets by YoY growth in event volume – Philadelphia topped the list with 27.7 percent event volume growth in July, driven by a National Education Association (NEA) event and many state-level education associations in this category. Below is additional insight into the top industry drivers for these markets.

    • Philadelphia (+27.7 percent): National Association, Charity/Non-Profit/Social Services, State Association, Education, Religious.
    • Denver (+27.2 percent): Technology, National Association, Charity/Non-Profit/Social Services, Training/Education, HealthCare.
    • Las Vegas (+26.5 percent): Sports Entertainment, National Association, Education, Entertainment/Media, Wedding.
    • Nashville, Tenn. (+12.8 percent):  Technology, National Association, HealthCare, Manufacturing, Reunion.
    • Phoenix (+12.8 percent): National Association, Training/Education, HealthCare, Sports Entertainment, Technology.

•  Top five secondary markets by YoY growth in event volume – Louisville, Ky. led in secondary markets, with event bookings increasing 94.9 percent and National Association meetings as the leading industry driver. The five high-growth secondary markets and top industries were: 

    • Louisville, Ky. (94.9 percent) – National Association
    • Lexington, Ky. (48.5 percent) – Education
    • Sacramento, Calif. (46.2 percent) – Education
    • Madison, Wis. (42.1 percent) – National Association
    • Charlotte, N.C./S.C. (41.1 percent) – Reunion

About the Data: This data is provided to help hoteliers still building momentum gain insight into the top locations selected by today’s meeting planners. This information about the leading industry drivers provides a clear picture of those groups that are returning to the meeting and event space. Insights presented result from 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.