Marriott survey reveals group travel trends

Travelers are seeking more meaningful group travel experiences that focus on personalized, flexibility and cultural immersion

Oct 31, 2023

According to a national survey by Marriott International, key findings reveal shifts in venue site selection, group travel experiences, top domestic and international destinations and changing demands for hotels. The insights come from a survey of more than 1,000 travel planners and event organizers across the U.S.

Key takeaways

  • Survey findings reveal that the top factors influencing venue selection for 2024 will be alignment of concessions to evolving program goals (49%), adaptability to changing needs (47%), and rapid response times to inquiries and requests (46%);
  • In addition, only 34% of respondents indicated that their selection of a hotel/destination was influenced by prior experiences, suggesting that most event planners are willing to embrace new venues that meet current priorities and requirements;
  • Also, 33% will choose based on destination or hotel popularity, showing reputation matters less than the ability to meet event desires and needs.

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