First-of-its-kind market monitor combines hotel and corporate booking data with meeting and events insights to deliver new benchmarks of industry performance in the United States.

In a recent partnership expansion, Amadeus, a leading global hospitality technology provider, and Knowland, a prominent provider of data-as-a-service insights for the hospitality sector, have joined forces to provide valuable data insights. These insights enable industry stakeholders, such as Destination Management Organizations (DMOs) and Convention & Visitor Bureaus (CVBs), to gain a comprehensive understanding of key trends, performance metrics, and future planning.

For the first time, Knowland's event data, encompassing attendee numbers and booked space volume, has been integrated with Amadeus' data on group, negotiated, and GDS hotel bookings. This integration offers both individual and aggregate perspectives on the factors driving hotel performance. The resulting Hospitality Group & Business Performance Index provides an unparalleled overview of group travel activities in the United States.

Key findings from the Q1 2023 Index are as follows:

•       The industry's overall performance has reached 90% compared to the same period in 2019.

•        Corporations dominate the market, accounting for over 66% of events held in Q1 2023, surpassing leisure events and weddings. 

•       The top sectors hosting events were education, national associations, technology, and healthcare, representing 54% of all events.

•       The average group size booked in Q1 2023 was 119 attendees.

•        70% of events held comprised 200 attendees or fewer.

•        The average space booked in Q1 2023 was 3,093 square feet.

•        91% of events have returned, exhibiting a strong recovery compared to the same period in 2019.

The Index compares quarterly figures to pre-pandemic performance in 2019, providing an overall assessment of the industry's "health." Additionally, the Index allows hoteliers and DMO/CVBs to track trends and adjust their business strategies effectively by offering filters to explore top event market segments and industries booking group events.

Jeff Bzdawka, CEO, Knowland, says: "As a sales intelligence company, our strength is in our ability to leverage trend data to help hospitality organizations better understand the shifts in today's market to improve performance. Amadeus and Knowland have come together to build a new, first-of-its-kind Index to enable users to understand the relative position of key business drivers so they can make the best decisions to grow revenue and asset value."

Katie Moro, Vice President, Data Partnerships, Hospitality, Amadeus, adds: "This partnership with Knowland demonstrates how our industry leading business intelligence data can support hospitality growth and recovery. The insights provide a clear snapshot of hotel occupancy and booking trends, along with information on which sectors are meeting, group size, and the size of their meeting space. We felt it was important to go one step further with the Index, by aggregating the most sophisticated and in-depth data available on the market today and combining it in a way that gives the industry a meaningful benchmark on where recovery has reached. Our ultimate goal is to give hoteliers and DMO/CVBs all the tools they need to develop strong marketing and revenue strategies to increase their market share."

Access the complimentary Hospitality Group & Business Performance Index here to learn more.