As group business continues to escalate, sales teams with large-scale meeting space are using account insights to win new business

ARLINGTON, Va., Feb. 29, 2024 — Today, Knowland, the world’s leading provider of data-as-
a-service insights on meetings and events for hospitality, announced a significant increase of 50
percent in convention and conference center platform usage in 2023. This speaks to the impact
and importance of data-driven insights in staying ahead of the competition and increasing
revenue from the full range of space sizes.

Knowland’s recent meeting planner survey revealed that groups are more likely to relocate
events to alternative markets than move down in chain scale to reduce costs. This indicates an
opportunity for non-hotel venues to compete more strategically for group business.

•  Average booking comparison – Convention centers and non-hotel meeting venues
realize the importance of data-driven insights when competing with hotels that
average 20k+ of meeting space. Knowland data shows that these hotel venues
dominate in the Top 25 markets, over 2-1. The average large hotel venue in the U.S.
booked 397 events in 2023, while the average non-hotel venue booked 188 events.
•  Opportunities for non-hotel venues – As meeting planners consider alternate
destinations and venues to manage meeting costs, convention centers have a
unique opportunity to fill this need. Larger meeting space locations are turning to
data-driven analytics to fill need periods, analyze account behavior, and understand
target market trends for events for 25 or more attendees.
•  Leveraging data to capture event demand – Successful conference and
convention centers are leveraging Knowland data to capture event demand. Insight
into trends by market, industry, and meeting size; booking history and preferences;
competitor activity; and account intelligence are only a few of the critical insights they
can apply to compete in their markets.

Jeff Bzdawka, CEO of Knowland, said: “Booking groups is a complicated business with many
moving pieces. There is also fierce competition among venues across all meeting sizes. We
believe that finding that business shouldn’t be complicated. Data should be easily accessible
and provide the right insight at the right time. We are excited to see the growth in our
conference center business and look forward to working with these venues to ensure they have
the market and account intelligence to capture event demand.”

Celebrating its 20 th year in 2024, Knowland is the world’s leading provider of data-as-a-service
insights on meetings and events for hospitality. 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 just outside Washington, DC.
To learn more about our solutions, visit or follow us on X @knowlandgroup.

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