National Associations and Technology groups lead in four out of five markets

ARLINGTON, Va. — March 13, 2024 — Knowland, the world’s leading provider of data-as-a-service
insights on meetings and events for hospitality, reported the Tampa-St. Petersburg, Fla. market led in
meetings and events growth for top 25 markets in February with 20 percent year-over-year growth.
Denver and Boston came in second and third, while National Associations and Technology groups led in four of the five top markets. This data is sourced from Knowland’s sales intelligence platform and
designed to help hoteliers protect and grow their revenue base.

Overall year-over-year event volume growth for the industry was at 5.3 percent. The average space used for meetings in the Top 25 markets was 3,507 sq. ft., while secondary markets were slightly less at 2,890 sq. ft. Average attendees were 124 in the Top 25, while secondary markets averaged 118 attendees.

•  Top five markets by YOY growth in event volume – Tampa-St. Petersburg, Fla. ranked highest
in the Top 25 U.S. markets, hosting National Associations and Healthcare. Below is additional
insight into the top industry drivers for these markets.
⁰ Tampa-St. Petersburg, Fla. (+20 percent): National Association, HealthCare,
Charity/Non-Profit/Social Services, Technology, and Wedding.
⁰ Denver (+16.7 percent): Technology, National Association, Education, HealthCare,
Boston (+15 percent): Education, HealthCare, Technology, Training/Education, Travel.
⁰ Nashville, Tenn. (+14.7 percent):  Technology, Manufacturing, National Association,
HealthCare, Consulting.
⁰ Las Vegas (+11.5 percent): National Association, Technology, Sports Entertainment,
Charity/Non-Profit/Social Services, Automotive.

•  Top five secondary markets by YOY growth in event volume – Associations and Education
were the leading industries. The five high-growth secondary markets and top industries were:
⁰ Louisville, Ky. (+67.2 percent) – National Association (15.2 percent) and State
Association (8.1 percent)
⁰ Colorado Springs, Colo. (+66.8 percent) – Education (9.3 percent)
⁰ Greensboro-Winston Salem, N.C. (+65.7 percent) – Education (23.8 percent)
⁰ Wisconsin South, Wis. (+48.2 percent) – State Association (18 percent)
⁰ Myrtle Beach, S.C. (+33.0 percent) – Religious (14 percent)

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 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

Celebrating its 20th 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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