Event Room Demand Study
Quantifying booking behavior outside of the event room block
A landmark study jointly released by ASAE: The Center for Association Leadership, Center for Exhibition Industry Research (CEIR), Destination & Travel Foundation, Meeting Professionals International (MPI), and Professional Convention Management Association (PCMA) 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.
Performed by Tourism Economics, an Oxford Economics Company, the study conducted ZIP code analyses for more than 170 events with over 880,000 attendee origin data provided by registration and housing companies, association management companies, destination marketing organizations, and individual meeting and exhibition organizers. Events ranged from 60 to more than 55,000 attendees, across various market segments, event locations, and destinations from 2012 to 2015. The research took a conservative approach to event room demand, estimating that only those attendees with ZIP codes more than 100 miles from the meeting locale required a guest room.
While on average 34.1 percent of rooms are being booked outside the contracted room block, study findings showed significant variation in the proportion of rooms booked outside the block, which can be explained in part by certain event characteristics.