As we head into the summer months, the latest Knowland by Cendyn data from May 2025 reveals compelling insights for hoteliers looking to capitalize on current trends in the meetings, incentives, conferences, and exhibitions (MICE) market.
Key findings include significant growth in corporate-driven events across all regions, notable expansions in event sizes, particularly within associations and weddings, and robust industry-specific increases in sectors like real estate, financial services, and social services.
Here’s a quick snapshot of what’s driving growth, regional highlights, and where opportunities await.
United States: Growth driven by corporates and larger events
May 2025 was another robust month for the U.S. MICE market, showing a 7.3% increase from the previous year. Corporate events continued to dominate, capturing an impressive 63% market share.
What’s happening in the market? Consulting and travel sectors grew 9.7% and 9.3% respectively, reflecting rising business confidence and increased face-to-face engagements. On the other hand, educational and training sectors showed year-over-year declines, hinting at shifting priorities or budget constraints among organizations.
Event size and venue trends: Association meetings notably increased their footprint by 22.4%, requiring larger spaces. This presents a great opportunity for hoteliers to rethink and expand their offerings to accommodate this growing demand.
Top U.S. markets in May 2025 (Top 25):
- St. Louis, MO, IL (36.8% growth): Education, Wedding, Charity, Healthcare, and Religious sectors.
- Phoenix, AZ (82.3%): National Associations, Financial/Banking, Education, and Technology.
- San Diego, CA (21.6%): National Association, Wedding, Healthcare, Legal, and Pharmaceutical/Biotechnology.
- Anaheim-Santa Ana, CA (20.2%): Wedding, Healthcare, Financial/Banking, Education, and Technology.
Top U.S. secondary markets in May 2025:
- Nevada (excluding Las Vegas) (83.5% growth): Thriving in Charity/Non-Profit/Social Services, Entertainment.
- Wisconsin South (82.3%): Rising popularity in Manufacturing, Weddings, and Sports.
- Birmingham, AL (64.3%): Booming Sports, Entertainment, and Manufacturing events.
- Chattanooga, TN-GA (66.7%): Strong in Education, National Association, and Charity/Non-Profit/Social Services.
Middle East: Real estate booms despite uncertainty
The Middle East continues to evolve, with May 2025 showing positive increases of 9.8% year-over-year, particularly fueled by multi-day events in Abu Dhabi and Doha.
Sector highlights: Real estate was the star performer, surging dramatically by 142%. Financial and banking (+34.2%) and technology (+29.6%) sectors showed sustained growth, while the Travel sector encountered challenges, likely impacted by regional uncertainties.
Venue preferences: Associations and corporates sought larger venues, with increases of 42% and 16%, respectively. This shift underscores the need for adaptable event spaces that cater to larger, sophisticated gatherings.
Key YoY growth markets in the Middle East:
- Abu Dhabi (61.8%): Driven by Government, Real Estate, and Travel.
- Doha (28.6%): Notably strong in Education, Non-Profit, and Weddings.
APAC: Rapid recovery with a shift toward large-scale events
The APAC region emerged strong in May, with key markets like Melbourne, Hong Kong, and Sydney driving regional growth.
Industry dynamics: Non-profit and social services sectors grew 10.7% year-over-year, indicating increased social awareness and community-driven events. However, education, technology, and national associations faced challenges, reflecting regional shifts in priorities and investments.
Event size trends: Increases in estimated event size for weddings (+101%) and government events (+92%) underscore a growing demand for venues capable of hosting large, culturally rich gatherings, offering tremendous potential for specialized hospitality services.
Top APAC growth markets:
- Singapore (40.8%): Notable growth in Wedding, Technology, and Financial/Banking sectors.
- Melbourne (31.7%): Top industries include Healthcare, National Association, and Consulting.
- Hong Kong (22.1%): Led by bookings in Financial/Banking, Education, Consulting, Wedding, and Real Estate sectors.
What does this mean for hoteliers?
Three key takeaways for hotel operators from May’s performance:
- Corporate events remain the backbone of the global market, reinforcing the importance of versatile and business-friendly venues.
- Rapid growth in specific industries like real estate, finance, and community services creates targeted opportunities.
- Expanding event sizes highlight the need for venues to adapt quickly to larger gatherings and increased space requirements.
Preparing for what’s next
Looking ahead, hoteliers and MICE industry professionals are advised to expand and innovate their event space offerings to accommodate larger meetings, strategically cater to high-growth sectors such as real estate, finance, and social services, and remain responsive to geopolitical and economic shifts. By proactively aligning with our monthly insights, industry stakeholders can successfully position themselves for continued growth and success.
