Knowland Releases 2020 Meeting Planner Survey Data

  • Knowland
  • 12.23.20
Knowland, a leader in meeting and events analytics, and ConferenceDirect, a full service in-person, virtual, and hybrid meeting solution company, announced the results of a survey entitled, 2020 Planner Survey: The State of the Meeting Industry, designed to help industry professionals understand the planner and event manager perspective on recovery.

The inability to meet, collaborate and ideate as a group has substantially impacted businesses during this disruption. Getting back to the business of business is at the heart of the meeting and events industry. With the reality of a vaccine in distribution and new norms in place, the future of the meeting industry does include the return to in-person meetings in 2021. Meetings may not look the same, but the value of face-to-face connections will not be overlooked.
Highlights from the survey include:
  • 76 percent of meeting planner respondents are now rebooking meetings
  • Following local safety guidelines and communication of safety protocols were ranked as highest reasons planners could be encouraged to book a facility (78.9 percent and 75.8 percent, respectively)
  • 60 percent cited flexible low-risk hotel contracts as an extremely important requirement for in-person meetings, second only to a vaccine (65.3 percent)
  • 45 percent of planners expect meeting size (attendees) will return to pre-COVID levels in 2023
“The survey confirmed what we are seeing in Knowland’s data. Small, local meetings are happening today with almost 60 percent being corporate events, due in part to the fact that hotels and venues are enabling organizations to come together confidently and safely,” said Kristi White, vice president of product management at Knowland. 
“Meeting planners have redefined what is possible with events through the latest digital technologies and creative problem solving. The return to in-person meetings in 2021 will have a new playbook with even more innovation that boosts financial health for the industry overall,” said Larry Hanson, chief marketing officer at ConferenceDirect.
Download the 2020 Planner Survey: The State of the Meeting Industry here.

Knowland is a leader in group hospitality analytics for hotels, convention and visitor bureaus (CVBs), conference centers and other meeting venues and the driver behind adopting a Proactive Group Sales Strategy.  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 in Rosslyn, VA. To learn more about our suite of solutions, please visit or call 202-312-5880.

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