Knowland reports while Philadelphia led in the top 25 markets, Louisville, Ky., doubled year-over-year event volume growth, hitting 94.9 percent. This is the fifth month Louisville has ranked in the top five secondary markets this year. This data is sourced from Knowland’s sales intelligence platform and designed to help hoteliers protect and grow their revenue base.
Louisville continues to be a hot spot for travel in 2024. After appearing in multiple Top Places to Travel lists, including The New York Times, Travel & Leisure, and Frommer’s, Bourbon City has become a stronghold for meetings in a secondary market, with an average of 4,935 square feet used and 119 attendees. By comparison, Philadelphia, the top 25 market leader in July, averaged 3,066 square feet and 117 attendees. Also notable is the overall growth in secondary markets, with an average of 6.9 percent, compared to the top 25 markets’ average of 3.6 percent.
Philadelphia topped the list with 27.7 percent event volume growth in July, driven by a National Education Association event and many state-level education associations in this category. Below is additional insight into the top industry drivers for these markets.
- Philadelphia (+27.7 percent): National association, charity/non-profit/social services, state association, education, religious.
- Denver (+27.2 percent): Technology, national association, charity/non-profit/social services, training/education, healthcare.
- Las Vegas (+26.5 percent): Sports entertainment, national association, education, entertainment/media, wedding.
- Nashville (+12.8 percent): Technology, national association, healthcare, manufacturing, reunion.
- Phoenix (+12.8 percent): National association, training/education, healthcare, sports entertainment, technology.
Louisville, Ky. led in secondary markets, with event bookings increasing 94.9 percent and National Association meetings as the leading industry driver. The five high-growth secondary markets and top industries were:
- Louisville, Ky. (94.9 percent): National association
- Lexington, Ky. (48.5 percent): Education
- Sacramento, Calif. (46.2 percent): Education
- Madison, Wis. (42.1 percent): National association
- Charlotte, N.C. (41.1 percent): Reunion