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. 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). A majority of business executives expect to hold more meetings. The Key Findings 109% RFP Volume Recovery Underlying demand for group travel remains robust, with RFP volumes reaching 109% of 2019 levels as organizations prioritize the unique value of in-person connection. 80% Small Business Growth A significant majority of smaller firms—roughly 80%—planned to increase travel budgets in 2025, outpacing large enterprises and driving new momentum in trade show participation. 85% Professional Optimism Industry confidence has reached a five-year high, with 85% of meeting professionals expressing optimism about the segment's performance heading into 2026. $40 BILLION Youth Sports Value The youth sports industry now exceeds a $40 billion valuation, becoming a top-producing travel component that revitalizes mid-sized cities and creates a "halo effect" for business events. Cutting Through the Noise: The Reality of Group Travel. While perceptions often dominate the headlines, the fundamentals for in-person gathering have never been stronger. As AI continues to infiltrate our work, the industry is seeing a renewed craving for authentic human connection. We must rely on real-time data to build trust and move past shocking headlines. We aren't just recovering; we are building for the future. Kevin Hinton, Managing Director, Group Travel - U.S. Travel Association Guiding Principles for 2026 › Prioritizing Human Connection Digital saturation and AI-driven interactions are actually increasing the value of face-to-face collaboration. Everyone is looking for authentic connections that digital platforms can't replicate. › Fact-Based Storytelling Don't let headlines dictate the narrative. Use real-time data to counter misperceptions—especially regarding international inbound travel, which performed better last year than many believe. › Navigating with Purpose While obstacles exist, events designed with clear value and purpose can overcome any hurdle. Stay unified in messaging and focus on long-term growth rather than short-term panic. Chart the Path Forward Move beyond the headlines with real-time data on the resilient domestic market and the $40B youth sports engine. Download the Full 2026 Report
