What's Happening?
A new report from the U.S. Travel Association indicates that 2027 is poised to be a breakout year for the groups and events business, driven by continued demand for in-person gatherings. The report highlights the resilience of the group segment through
a challenging 2025 and its renewed momentum entering 2026. Key indicators include RFP volumes reaching 109% of 2019 levels and 85% of meeting professionals expressing optimism for 2026. The growth is diversified, coming from corporate meetings, association events, trade shows, youth sports, and live events. Youth sports, in particular, is identified as a significant growth area, estimated at $40 billion, generating revenue from athletes, coaches, parents, and families. Additionally, 20% of travelers in 2025 took a trip solely to attend a live event, underscoring the value placed on in-person experiences. This positive outlook suggests that hotels and venues should prioritize group and event business in their 2027 planning.
Why It's Important?
This forecast is critically important for the U.S. hospitality and events industries, signaling a robust recovery and significant growth opportunities. For hotel owners, venue operators, and sales leaders, understanding these trends allows for strategic planning in budgeting, staffing, and revenue goals for 2027. The diversified sources of group business mean that properties can tap into various segments, from traditional corporate events to burgeoning youth sports tournaments and live entertainment. This can lead to increased revenue not only from room bookings but also from meeting spaces, food and beverage, audiovisual services, and other event-related amenities. The rising RFP volume necessitates efficient sales processes and technology to manage inquiries, create proposals, and track follow-ups effectively. Properties that can adapt and optimize their sales execution will be better positioned to capture this growing demand, ensuring a strong financial performance in the coming year.
What's Next?
Hotels and venues are advised to review their current group business processes and sales capabilities in preparation for 2027. This includes assessing response times to inquiries, tracking active opportunities, and evaluating the efficiency of proposal creation and follow-up. Sales teams will need to ensure they have sufficient capacity and the right tools, such as sales technology platforms, to manage the expected increase in RFP volume. Management companies and multi-property organizations should leverage this data to gain a clearer view of group sales activity across their portfolios. The industry will likely see increased investment in sales technology and training to enhance efficiency and conversion rates. Furthermore, properties will need to identify which group segments are growing most in their specific markets to tailor their prospecting and revenue plans accordingly. The U.S. Travel Association's findings provide a strong impetus for proactive planning to capitalize on the anticipated growth in group and events business.
Beyond the Headlines
The resurgence of in-person gatherings, as highlighted by the U.S. Travel Association report, reflects a deeper societal need for connection and shared experiences that digital interactions cannot fully replace. This trend has significant cultural implications, reinforcing the value of community, collaboration, and collective celebration. Ethically, it raises questions about equitable access to these events, ensuring that diverse groups can participate. Environmentally, the increased travel and event-related activities will necessitate a focus on sustainable practices within the hospitality industry to mitigate environmental impact. The growth in youth sports, in particular, underscores the importance of physical activity and community engagement for younger generations. This overall shift could trigger long-term changes in urban planning, infrastructure development, and local economies, as cities and regions invest in facilities and services to attract and support a thriving events sector, ultimately shaping the social fabric of communities across the U.S.
