Industry Trends
Monthly analysis of the key trends in the meetings and events industry for August 2021.
Every month HopSkip analyzes data from around the meeting and events industry to understand trends in the market. HopSkip picks a few of the most relevant trends from research conducted throughout the month and we share those data points with the rest of the community.
HopSkip August 2021 Market Analysis:
Data Point #1:
Vaccination rates among meeting professionals are almost twice that of U.S. and Canadian averages, with more than 91% of meeting professionals are fully or partially vaccinated against COVID-19
What this tells us:
Meeting professionals believe in the vaccine and believe it is key to the recovery of the live events industry.
Data Point #2:
53% of planners say actively sourcing or booking new events is their current priority
What this tells us:
This is up, slightly, from the last survey where 51% of planners said they are actively sourcing. While this is not a large increase or much of a surprise given the Delta variant news over the last six weeks we are still pleased to see this number continuing to move in the right direction.
Data Point #3:
Group bookings in the U.S. for Marriott International have gained momentum. U.S. group bookings made for all future dates were down 29% in June compared to those made in June 2019, a large improvement from down 56% in March 2021 versus March 2019.
What this tells us:
Marriott International is a good barometer to measure group bookings recovery due to their large footprint and diversity in their hotel brands. Although June 2019 group bookings were down close to 30% compared to 2019 levels this is still a very substantial improvement when looking at the March 2021 group booking levels compared to March 2019.
Every month HopSkip analyzes data from around the meeting and events industry to understand trends in the market. HopSkip picks a few of the most relevant trends from research conducted throughout the month and we share those data points with the rest of the community.