Effective advocacy requires access to accurate information and this inaugural report, "Strength Beneath the Surface," was designed with a primary goal: To provide a loud and clearer voice for group travel, one that cuts through the noise and misperceptions, especially after a challenging 2025.

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Special 'thank you' to IMEX for their generous financial support for this first-time research report.
The report is full of unique and valuable insights - here are some key takeaways:

More than ever, meeting in-person is essential, and while we can't control the narrative, we can talk about the challenges and the successes happening within the group segment.

Going into last year, we were anticipating full recovery from Covid - instead, the segment was flat and uneven.

Attendance Shifts

Domestic attendance was on par with 2024 but international dipped (attendance from 18 of the top 20 inbound markets was down)

Demand Resilience

Government meetings disappeared after Q1 but overall demand was strong: RFP levels exceeded 2019.

Market Stabilization

Q4 activity recovered after a slow summer and volatility became factored in as a market norm.

Business leaders understand the importance of meeting in person, and in 2026 small firms intend to spend more on business travel than larger companies.

86% of biz travelers expect to travel more as a group; 72% will attend at least two meetings (one in six said they'd attend at least four).

The Key Findings

$5.1 Billion

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$57 Billion

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85%

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$40B

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The refund-driven boost could also coincide with major tourism draws in 2026, including the FIFA World Cup and the America 250 celebrations, potentially amplifying travel demand during the summer travel season.

We are now in the "new normal" for Group Travel - quality will win over quantity in '26.

David Blansfield,

Executive Vice President, Northstar Meetings Group

View The Insights

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Read the State of Group Travel