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Chattanooga Ranks in the Top Five of Secondary Markets for the First Time in 2024

AUSTIN, Texas - Cendyn’s Sales Intelligence platform, previously known as Knowland, shares its monthly data findings for hoteliers to gain insight into the top locations selected by today’s meeting planners. Cendyn reports that Las Vegas ranked first in the top 25 markets with 34.2 percent year-over-year (YoY) growth, positioning it in the top five markets for eight consecutive months; however, Chattanooga, Tenn. ranked in the top five secondary markets for the first time, coming in second with 62.7 percent meeting volume growth. Louisville, Kentucky, headed up secondary markets with 80.4 percent YoY growth. This data is sourced from Cendyn’s Sales Intelligence platform, designed to help hoteliers protect and grow their revenue base.

Chattanooga specifically experienced a high increase by hosting medium-sized government events (including Tennessee Valley Authority – an electric utility, and Southern States Energy), bringing it into the top five secondary markets for the first time this year behind Louisville, Ky.

• Leading top 25 markets by YoY growth in event volume – Las Vegas topped the list with 34.2 percent event volume growth in September, averaging 5,596 square feet and 209 attendees, driven by Weddings (10 percent of event volume) and Technology events such as Oracle SuiteWorld, the largest annual gathering of the Oracle NetSuite user community. Anaheim, Calif. came in second, hosting Education, National Associations, and Weddings. For the top 25 markets, the average space used increased to 3,856, with an average attendee count of 130.
  • Las Vegas (+34.2 percent): Wedding, Technology, Training/Education, National Association, Manufacturing.
  • Anaheim-Santa Ana, Calif. (+23.2 percent): Education, National Association, Wedding, HealthCare, Consulting.
  • Orlando, Fla. (+22.9 percent): National Association, Technology, HealthCare, Training/Education, Charity/Non-Profit/Social Services.
  • New York (+21 percent): International Government, Financial/Banking, Charity/Non-Profit/Social Services, National Association, Travel.
  • Dallas (+18.6 percent): HealthCare, Technology, Consulting, Financial/Banking, Education.

• Top five secondary markets by YoY growth in event volume – Louisville, Ky. led in secondary markets, with volume increasing 80.4 percent, featuring events such as the Danny Wimmer Presents music festival “Ultimate Fan” promotion and the University of Louisville's volleyball and football teams. Healthcare was the leading industry driver for secondary markets overall. Average space used was 3,850 sq. ft., and the average attendee count was 127. The five high-growth secondary markets and top industries were:
  • Louisville, Ky. (80.4 percent) – National Association
  • Chattanooga, Tenn. (62.7 percent) – State Government
  • Florida Panhandle (57.1 percent) – Charity/Non-Profit/Social Services
  • Norfolk-Virginia Beach, Va. (55.2 percent) – Wedding
  • Colorado Springs, Colo. (51.5 percent) – National Association

About the Data: This data is provided to help hoteliers still building momentum gain insight into the top locations selected by today’s meeting planners. This information about the leading industry drivers provides a clear picture of those groups that are returning to the meeting and event space. Insights presented results from the analysis of meetings and events data acquired through Cendyn data collection and aggregation methods, including field reporting and automated methods of customer and non-customer data collection in primary, secondary, and tertiary markets, as well as its large historical database.

Knowland is the world's leading provider of data-as-a-service insights on meetings and events for hospitality. With the industry's largest historical database of actualized events, thousands of customers trust Knowland to sell group smarter and maximize their revenue. Knowland operates globally and is headquartered just outside Washington, DC. To learn more about our solutions, visit www.knowland.com or follow us on X @knowlandgroup.

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