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As we move through 2024, the group convention business is experiencing a robust recovery, with several exciting trends shaping the landscape. Here’s a deep dive into what we can expect for the remainder of the year.

1. Resurgence of In-Person Events

The demand for in-person events is making a strong comeback, with volumes approaching or even surpassing pre-pandemic levels. Organizations recognize the critical value of face-to-face interactions for networking, engagement, and business growth. According to the Northstar Meetings Group, around 81% of meetings are expected to include an in-person component, highlighting the importance of physical presence in the events industry.1

2. The Role of Hybrid and Virtual Formats

While in-person events are dominant, hybrid and virtual formats are here to stay. These formats offer flexibility, extend the reach of events, and provide sustainable alternatives. Cvent reports that 41% of planners are integrating hybrid elements into their events, ensuring that those unable to attend in person can still participate and engage effectively.2

3. Emphasis on Sustainability

Sustainability continues to be a significant focus in the events industry. Organizations are increasingly adopting practices that minimize environmental impact, such as reducing carbon emissions and supporting local communities. Hilton and Marriott’s findings indicate that a significant number of travelers and event planners prioritize environmentally friendly destinations and sustainable practices.5

4. Technological Advancements and AI Integration

Technology, particularly AI, is revolutionizing the event planning and execution process. From predictive analytics to automating routine tasks, AI is enhancing efficiency and engagement. By the end of 2024, 60% of event organizers are expected to utilize AI-powered event technology. This includes tools for data analysis, virtual site inspections, and personalized attendee experiences.4,5

5. Demand for Unique and Experiential Venues

There is a growing trend towards selecting unique venues that can provide immersive and interactive experiences. Event planners are looking beyond traditional hotel settings to find locations that offer distinct and memorable experiences. This shift is driven by the need to meet rising attendee expectations and create engaging environments.2,5

6. Cost Management and Return on Investment (ROI)

Despite budget constraints, there is a strong focus on maximizing ROI. Event planners are prioritizing high-quality experiences while effectively managing costs. Strategies include leveraging technology to streamline operations and enhance the overall value of events.2,4

7. Data-Driven Personalization

Personalizing attendee experiences through data analytics is becoming increasingly important. Hotels and event organizers are using data to understand customer preferences and behavior, enabling them to tailor services and improve satisfaction. This approach not only enhances the attendee experience but also fosters loyalty and repeat business.4


The group convention business in 2024 is marked by a dynamic blend of in-person and hybrid events, a strong commitment to sustainability, and the innovative use of technology. As the industry continues to evolve, these trends are set to shape a future where events are more engaging, efficient, and environmentally conscious. Event planners and hoteliers who embrace these changes will be well-positioned to thrive in this rapidly recovering market.


  1. Northstar Meetings Group: “Meetings Industry Forecast 2024”
  2. Cvent Blog: “10 Event Industry Trends You Must Know in 2024”
  3. American Express Meetings & Events: “Event marketing trends”
  4. Hospitality Net: “The 2024 Group Business Forecast: Trends to Help Hotels Capitalize on the Back-to-In-Person Boom”
  5. BizBash: “Event and Group Travel Trends for 2024”

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