March U.S. Meetings Volume Up 55 Percent Over February

Meetings volume in the United States increased a healthy 55.5 percent from February to March, according to the latest monthly report from data provider Knowland. March's volume represents a hefty 428 percent increase over March 2021 and, perhaps more significant, a 47.5 recovery of events volume compared to March 2019.

Knowland bases its analysis on meetings and events data from both clients and non-clients in the hospitality industry, as well as field reporting across a variety of markets and its own historical data.

"For the second month in a row, the growth from the prior month was at or above 50 percent," noted Kristi White, chief product officer at Knowland. "Recovery is picking up while average meeting metrics have stabilized. Additionally, some of the markets with the most restrictive limitations during Covid are now among the top markets in the country, a sign that recovery is taking hold across the country."

Interestingly, average attendance and space used were both on par with 2019 levels. The average meeting size last month was 110 attendees, compared to 61 in March 2021 and 108 in March 2019. The average space used was 2,756 square feet, or 25 square feet per attendee — similar to the 2,987 square feet, or 27 square feet per attendee recorded in March 2019. Last year's March meetings required far more space given the limited number of attendees, at 41 square feet per person.

Corporate meetings continue to make up the majority of reported volume, accounting for more than 65.2 percent, with health care, technology and training/education representing the largest industry segments.

The fastest growing markets month over month were, in order, Washington, D.C.; Atlanta; Boston; Chicago; and San Diego.