The adage “numbers don’t lie” means good things for the meetings and events industry, according to the results of ConventionSouth’s annual CVB & Planner Relationship Survey. Despite higher consumer costs and interest rates in recent years—which tend to impact businesses across all sectors—CVB representatives and event planners report growth in several key areas. Most revealing for this issue’s focus on relationships, though, are the perspectives of how the two segments communicate, coordinate, and collaborate in producing successful meetings and events. Meetings are made better when working together—and working together, better.
As with previous surveys, the 2024 CVB & Planner Relationship Survey asked ConventionSouth’s audience of approximately 18,000 destination and planning professionals to share their thoughts about the issues driving the industry overall and about the issues impacting them most. The survey was administered online, and responses were submitted anonymously
to encourage transparency and authenticity among participants.
The ConventionSouth team reviewed the survey responses individually and closely, basing the analysis and calculations as carefully and directly as possible on what is most relevant overall without erroneously skewing the results. ConventionSouth’s breakdown of the survey includes easily identifiable charts, graphs, and guides, offering a snapshot of both market segments. These brief takeaways from the findings are encouraging: 71.9 percent of planners have plans to host two or more events in 2024; 90 percent of CVBs reported higher financial results in 2023 than in 2022; and 85 percent of CVB staff are the same size or larger, compared to 2022. In addition, ConventionSouth’s in-depth analysis includes comprehensive coverage of how CVBs and planners are responding to the key factors influencing meetings and events: financially, “event-ually,” corporately, relationally, and technologically. As one respondent expresses, “Always be accessible and cognizant that we are in this together.”
Financially
Meetings and events continue to generate revenue. As noted already, 90 percent of CVBs reported their 2023 financial results exceeded those of 2022. The financial gains earned in 2023 allowed many CVBs to either maintain or increase their budgets for 2024, as indicated by 85 percent of survey participants. However, some destinations are feeling the money crunch; 40 percent of CVBs have implemented cost-reduction measures. Among the most common cost-saving steps were cutting operation costs (62.5 percent) and reducing marketing expenditures (50 percent). While it is encouraging that less than half of CVB respondents have had to find ways to reduce spending, 40 percent still is a sizeable portion of the market segment. It is not clear if cost-reduction measures are being taken by only those who reported a decreased budget or might include others with an even or increased budget, as a step of financial stewardship.
There have been financial impacts to the meetings and events industry in other areas as well. Rising costs is a factor for both CVBs (65 percent) and planners (60 percent). The most common cost concerns noted by planners were increased F&B prices (75.9 percent) and new/increased fees at hotels and resorts (66.7 percent). Interestingly, among the issues that CVBs hear about from planners, new/increased fees at hotels and resorts accounted for only 45 percent.
Examining costs even further, 62.3 percent of planners indicated they have had to rethink their meeting/event plans due to higher costs. This has resulted in 75 percent of those planners planning more smaller meetings/events in smaller destination markets; 59.4 percent planning more events closer to where attendees are located (drive-in events); and 54.5 percent planning to increase registration rates.
‘Event-ually’
This year’s survey findings indisputably affirm that gathering as a community is important. In fact, 71.9 percent of respondents are planning two or more events—in the South, specifically—in 2024. Among respondents, 92.6 plan trade shows and/or conferences, and 85.6 percent plan business meetings and networking events. Planners could note all categories that apply to their types of events, which resulted in the high percentages for this question.
ConventionSouth’s audience continues its trend of intimate gatherings. In 2024, 73.2 percent of respondents are planning meetings with up to 500 attendees; and 26.8 percent are planning events for 1,000 or more attendees.
Corporately
Staffing shortages remain a concern for planners and CVBs. Among planners, 67.3 percent noted having experienced staffing shortages at hotels and venues. Those shortages are concentrated in F&B staff (67.6 percent) and housekeeping/cleaning staff (64.7 percent). The numbers were slightly higher among CVBs, with 70 percent having experienced vendor staffing shortages. F&B had the highest reported staffing shortage (78.6 percent) reported by CVBs, followed by housekeeping/cleaning staff (50 percent), and customer service (35.7 percent). As before, percentages were high in this area because CVBs and planners could note all categories that apply.
In addition to vendor staffing shortages, both CVBs and planners alike noted CVB staffing concerns. Turnover/reduction in CVB staff was experienced by 39.2 percent of responding planners; 60 percent of those planners indicated the turnover/reduction of CVB staff has adversely affected their event-planning efforts. The greatest negative impacts of turnover/reduction of CVB staff on planners were rebuilding trusted relationships (83.3 percent), new staff not as knowledgeable (also 83.3 percent), and slower response times (66.7 percent). “Knowledge is power,” as one planner explains. Another adds, “Develop more knowledgeable staff to replace those who left.”
CVBs already are responding to staffing shortages reported by event planners. In fact, 60 percent of CVBs—the same percentage of planners who reported experiencing turnover/reduction in CVB staff—plan to hire additional staff in 2024. Top staffing issues noted by CVBs were finding qualified candidates (83.3 percent), finding knowledgeable candidates (58.3 percent), and meeting candidate compensation demands (50 percent).
Beyond staffing, other common challenges reported by both CVBs and event planners include increased competition for event space (50 percent, CVBs; 45 percent, event planners) and tighter budgets (45 percent CVBs; 50 percent, event planners). Still, 85 percent of CVB respondents stated these challenges have not adversely affected their relationship with planners.
Relationally
CVB representatives and event planners recognize the importance of relationships in planning successful meetings. Almost all responding planners (90.3 percent) rely on CVBs when planning events, including vendor recommendations (58.8 percent); RFPs (52.9 percent); vendor/accommodations promotional materials (49 percent); site visits/FAM tours (45.1 percent); and initial destination research (41.7 percent). Further insight reveals that 74 percent of planners feel CVBs share their RFPs with venues that are appropriate for their events, and 68 percent stated CVBs recommend hotels in line with their events’ requirements.
For those same CVB services, the percentages reported by CVBs were higher than what planners reported. CVB respondents indicated their regular services provided to event planners include RFPs (80 percent); site visit/FAM tours (75 percent); vendor recommendations (70 percent); initial destination research (60 percent); planning assistance (55 percent); promotional materials (55 percent); and tour services (55 percent). Such a significant difference is most likely attributed to fewer CVB respondents than planner respondents, resulting in higher percentage representations.
Working closely together throughout the planning process allows planners and CVB representatives to gain an understanding of one another and to build relationships that extend beyond a single event. According to the survey, 60.7 percent of planners responded that they book repeat events with the same destinations/venues. They cited costs (74.5 percent), relationships with CVB staff (58.8 percent), location central/convenient for stakeholders (58.8 percent), and hotel/venue amenities (51 percent) as their main reasons for rebooking. CVB responses were slightly different, with 42.4 percent indicating event planners rebook 40 percent or more. The most common reasons CVBs noted that planners rebook were costs (68.4 percent), relationships with CVB staff (68.4 percent), location is in driving distance (63.2 percent), location is family-friendly (63.2 percent), and location is central/convenient for stakeholders (52.6 percent).
Technologically
CVBs have increased marketing across the board, with the highest increase in social media (78.9 percent). Traditional advertising was second (63.2 percent), followed by email marketing (52.6 percent). Not surprisingly, CVB respondents use social media marketing the most (78.9 percent). Industry trades remain a strong advertising medium: 63.2 percent of responding CVBs advertise in trade magazine websites/e-newsletters, along with 63.2 percent advertising in trade magazine print editions. CVBs’ marketing tactics also include Google ad campaigns (57.9 percent).
Both CVBs and planners reported LinkedIn and Facebook as the most-used social media platforms (84.2 percent, CVBs; 78 percent, planners). CVBs that responded use LinkedIn and Facebook equally (84.2 percent) in their destination marketing efforts (84.2 percent), whereas planners use it slightly less (66 percent) than LinkedIn.
Both market segments continue to implement digital tools as part of destination marketing and event planning. For instance, 28.1 percent of the planners who responded are considering hybrid events; and 18.8 percent are considering virtual-only events. CVBs use digital technology more often, with 63.2 percent offering virtual FAM tours.
While digital, virtual, and artificial technologies have advantages, they won’t replace the real benefits CVB representatives and planners gain by building relationships throughout the event-planning process. Planners still prefer personal connection over convenience. As one planner explains, “Technology is a tool, not a replacement.” Another adds, “CVBs are an excellent resource and far more valuable than technology.”
