The rising value of conferences is prompting planners to rethink the place they host occasions. Decrease lodge charges and repair charges in smaller cities are making once-overlooked locations extra engaging.
In line with the 2025 CWT-GBTA World Enterprise Journey Forecast, the common day by day value per assembly attendee is projected to succeed in $169, up from $162 in 2024. These prices embody lodging, meals and beverage, AV, assembly area, actions, transportation, and know-how.
Broader financial circumstances are including strain. J.P. Morgan Analysis now places the possibility of a 2025 recession at 60%. New tariffs may elevate costs throughout the board.
“Midsize cities can present different for a lot of occasions by offering substantial value financial savings and powerful service whereas nonetheless providing unimaginable cultural experiences. Common lodge group charges for the biggest cities could be $285 or extra, whereas midsize cities see common charges within the $215-$230 vary, relying available on the market,” mentioned Steve O’Malley, COO, enterprise occasions options, Maritz. “We are going to all the time need to look holistically on the aims of every occasion and decide if a second or third-tier metropolis will assist our purchasers entice the fitting attendees, be the fitting geographic location for that group, and ship the expertise that the occasion wants to attain its desired impression.”
Price-Efficient Options Change into Common
As budgets tighten, planners are gravitating towards secondary and tertiary cities, the place lodge and venue prices are considerably decrease.
“This isn’t new, however financial headwinds are accelerating the shift,” mentioned Mike Ferreira, founding father of Conferences Made Simple. “Nickeling and diming in top-tier cities is crushing budgets. Shoppers are demanding cheaper options.”
His agency more and more recommends cities like Indianapolis, Detroit, Tempe, Salt Lake Metropolis, Kansas Metropolis, and Frisco, Texas, which supply sturdy airport entry, quick lodge switch instances, and aggressive pricing, typically with out sacrificing service.
Planners are additionally contemplating cities like Tulsa. “You will get a lot extra in your cash in Tulsa. We provide a aggressive bundle at a implausible value for assembly planners seeking to maximize the effectivity and impression of their finances,” mentioned Renee McKenney, senior VP of Tourism, Tulsa Regional Chamber, and president of Tulsa Regional Tourism.
In line with Cvent, common room charges in:
Tulsa are $91
Indianapolis: $119
Tempe: $129
Evaluate that to:
Boston: $287
New York Metropolis: $266
Miami: $199
Smaller Cities Scale Up for Conferences
To satisfy rising demand, many smaller cities are investing in assembly infrastructure.
Tulsa is constructing a $390 million, 650-room lodge linked to the Arvest Conference Heart, opening in 2029. Town says it misplaced 154 occasions in FY 2023–24 resulting from a scarcity of lodge stock.
Fort Lauderdale will open the Omni Fort Lauderdale Lodge in late 2025. It connects to the Broward County Conference Heart and contains 120,000 sq. ft of versatile assembly area and 6 eating venues.
Indianapolis is increasing the Indiana Conference Heart by 143,500 sq. ft and including a 50,000-square-foot ballroom, with a linked 800-room Signia by Hilton opening in 2026.
Detroit is constructing a 600-room JW Marriott linked to Huntington Place Conference Heart through skybridge. Completion is slated for early 2027.
Savannah completed a $276 million growth in February, doubling exhibit area and including a 40,000-square-foot ballroom and 15 new assembly rooms.
“We regularly hear from purchasers after website visits in mid-tier cities that they get extra worth for his or her cash,” Ferreira mentioned. “The service continues to be implausible, however the finances goes rather a lot additional.”
