U.S. group travel demand rebounds for 2026

Meetings, youth sports, and business events are expected to drive a new growth cycle for hotels and destinations

The U.S. group travel sector is expected to regain momentum in 2026 after a relatively flat and volatile 2025. Industry data from the U.S. Travel Association points to growing confidence in business meetings, conferences, and youth sports travel as major demand drivers for the year ahead. While international inbound demand and government-related meetings weakened in 2025, non-government group business remained resilient, with meeting RFP activity surpassing pre-pandemic levels. The report suggests that face-to-face gatherings continue to play a critical role in business connectivity, collaboration, and local tourism economies.

Key takeaways

• Business meetings are returning strongly: Companies are increasing investment in in-person meetings and events, with many business travelers expecting to attend multiple gatherings in 2026.
• Youth sports travel is becoming a major demand engine: The growth of organized youth sports continues to generate significant hotel and travel demand across secondary and regional markets in the United States.
• Group travel volatility is now part of the market: After an uneven 2025, planners increasingly view sudden shifts in demand as the “new normal,” requiring more flexible event and revenue strategies.
• Non-government group demand stayed resilient: Although government-related meetings declined sharply in 2025, private-sector meeting activity and RFP volumes remained comparatively strong.
• In-person events remain strategically important: The report highlights that physical meetings continue to support relationship building, collaboration, and business development in ways digital alternatives cannot fully replace.
• Small business travel spending is increasing: Smaller companies are expected to contribute meaningfully to the recovery as more organizations prioritize face-to-face engagement and networking.
• Hotels and destinations may benefit unevenly: Markets with strong convention infrastructure, sports facilities, and regional event ecosystems are likely to see the greatest gains from the recovery.
• 2026 is viewed as the start of a new growth phase: Industry planners and executives increasingly believe the sector is entering a broader recovery cycle supported by stronger meeting fundamentals and sustained event demand.

Source: U.S. Travel Association

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