Study: 1 in 3 Group Room Nights Booked Outside Room Block
August 7, 2015A study jointly released by ASAE: The Center for Association Leadership, Center for Exhibition Industry Research, Destination & Travel Foundation, Meeting Professionals International and Professional Convention Management Association Education Foundation, revealed that on average, one in three group room nights in the United States are booked outside of the event contracted room blocks, according to a TSNN report.
“Despite general agreement that many attendees book outside the room block, the meetings industry traditionally relies on the historical room block pick-up as one of the most important metrics to value an event,” said Christine “Shimo” Shimasaki, managing director of empowerMINT.com and Event Impact Calculator at Destination Marketing Association International. “This study proves that the method captures only a partial story and is the first of its kind to quantify just how many more overnight visitors the meetings industry is continuing to drive to destinations across the United States.”