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A new report from the U.S. Travel Association, released to coincide with Global Meetings Industry Day, analyzes industry trends and metrics that reveal a resilient 2025 performance despite significant headwinds, along with cautious optimism for growth this year.
"U.S. Group Travel Report: Strength Beneath the Surface" analyzes research conducted over the past several years to create a post-pandemic narrative of an industry primed for success in 2025 before encountering economic and geopolitical headwinds. Subsequent performance data reinforces the idea that group travel is foundational to business success and makes progress possible, leading to a strong outlook for the sector.
Key findings in group travel
The report identified several factors shaping group travel demand in the United States.
- Disappointment led to resilience. While geopolitical and economic uncertainty, notably around tariffs, stalled early optimistic projections for 2025, the group-travel segment ended the year strong, with rising RFP volumes, strong hotel demand, and solid meetings demand from such segments as finance and technology.
- Demand for in-person meetings was evident. Domestic group travel in 2025 matched the growth rate of the previous year, and hotel demand accelerated considerably in the fourth quarter.
- Key growth segments emerged in 2025. Despite macroeconomic uncertainty, mid-sized cities, technology-driven events, and youth and amateur sports were particularly strong last year.
- Opportunities abound this year. The events industry is primed for a strong rebound in 2026, based on the foundation of demand that was established in the latter part of 2025 and the first quarter of 2026.
Expectations are cautiously optimistic
Segment leaders are expressing varying degrees of hope for the industry, according to the report, but between World Cup influence, long-term shifts toward the importance of in-person gatherings, and a focus on quality over the quantity of meetings, there are expectations for a strong group-travel future.
"Demand for in-person experiences remains strong and essential," wrote Kevin Hinton, managing director, group travel, for U.S. Travel, in the report. "Poorly executed meetings hurt everyone, but events designed with clear value and purpose can overcome any obstacle."