Secondary Cities on the Rise: Why Meeting Planners are Flocking to Emerging Destinations

Following the pandemic, the meetings and events industry has seen a noticeable shift in destination preferences. Major cities—long the epicenters for conferences, meetings, and events—are facing increasing competition from secondary cities.

These once-overlooked destinations are now proving to be key players in the group travel market, offering planners fresh alternatives with unique benefits. With rising demand for affordable, accessible, and authentic experiences, secondary cities are quickly becoming hotspots for group meetings.

Over the past five years, the growth in group demand for secondary cities has surged. This trend isn’t just a temporary solution to high costs or limited availability in primary markets—it’s a lasting change, driven by a combination of factors that make these destinations more appealing for meeting planners and attendees alike.

The 5 A’s: A Framework for Secondary City Appeal

One of the most effective ways to understand the growing popularity of secondary cities is through the “5 A’s”—a simple yet powerful framework that highlights the key factors driving the demand for these destinations. These include:

• Availability: With major metropolitan areas often booked to capacity, secondary cities offer much-needed availability. Cities like Louisville, Savanah and Oklahoma City provide ample venue options, ranging from large convention spaces to boutique hotels. For example, Omni Oklahoma City Hotel offers cutting-edge meeting spaces and event capacity while maintaining availability even during peak times.
• Attention: In secondary cities, groups often receive more personalized attention from venues, hotels, and tourism boards, as the demand isn’t as overwhelming as it can be in major metropolitan areas. This means that planners can expect strong service levels and flexibility when organizing events. For example, venues are more likely to accommodate special requests, offer custom packages, and provide exclusive access to local attractions or experiences. Tourism boards and local event teams in cities like Lake Nona or Louisville often dedicate significant resources to ensuring that meeting planners feel valued and supported, which can result in more seamless, memorable events. This personalized attention can make a significant difference in the overall experience for both planners and attendees.
• Accessibility: While some secondary cities may require a connecting flight, they often make up for it with enhanced accessibility upon arrival. These cities boast smaller, more navigable airports, reducing time spent on the ground and minimizing travel-related stress. Once there, many are designed for walkability, allowing attendees to easily explore without the need for complicated transportation logistics. This balance between slightly longer flights and seamless on-the-ground experiences makes secondary cities a compelling choice for meetings and events.
• Affordability: The cost of travel is a significant factor for meeting planners, and secondary cities tend to offer lower airfare than their primary counterparts. Additionally, these cities are often well-serviced by regional and international airports. Planners are finding that cities like Spokane, Washington, or Tucson, Arizona, provide easy air access while offering more affordable rates than larger cities. The combination of affordable hotel rates and lower costs for food, beverage, and venue rental makes secondary cities an attractive option for budget-conscious meeting planners; CVBs often have additional incentives that planners can opt into as well. Major markets often come with a premium price tag, but in cities like Pittsburgh or Madison, planners can secure high-quality experiences at a fraction of the cost.
• Authenticity: Perhaps one of the most compelling draws of secondary cities is their authentic, local experiences that offer planners the opportunity to craft unique and memorable events. Cities like Savannah offer Southern cooking classes and ghost tours while Santa Fe boasts a margarita trail experience. These destinations provide immersive experiences that give attendees a genuine sense of place, making meetings more than just business—they become an exploration of the city’s culture and history.

The Shift in Group Travel Demand

The post-pandemic era has brought about what many in the industry refer to as “revenge travel,” where pent-up demand for both leisure and group travel has exploded. This demand has led to major cities being booked solid, with limited availability and high prices. At Teneo, we have seen a growth in group demand this year that reaches 30 percent above 2019. As a result, planners are increasingly looking toward secondary and tertiary cities to accommodate their groups.

But it’s not just about availability. Secondary cities have demonstrated that they can provide exceptional value propositions. These destinations offer a unique blend of affordability, accessibility, and local flavor, making them ideal for groups looking for something different. Furthermore, the partnerships between hotels, tourism boards, and local venues in these cities are strong and they work hard to attract business that might otherwise head to larger cities.

Examples of Secondary Cities Gaining Traction

Several secondary cities are rapidly gaining traction as desirable meeting destinations, offering planners a compelling mix of logistics and experience:

Louisville, Kentucky

With its world-renowned Bourbon Trail, Louisville is solidifying its place in the group travel market, offering a rich combination of cultural experiences, historical significance, and luxurious accommodations. The Omni Louisville Hotel, an anchor in the city’s hospitality scene, exemplifies this blend perfectly. Built on the historic site of the former Louisville Water Co., the hotel seamlessly incorporates Louisville’s past with modern elegance. Upon entering, guests are welcomed by a lobby designed to resemble a deconstructed bourbon barrel, instantly immersing them in Kentucky’s famed bourbon heritage. Beyond the hotel’s remarkable design, visitors can explore the iconic Kentucky Bourbon Trail, including a walking tour down Louisville’s Whiskey Row, which highlights the city’s distilling history and local flavors.

For those interested in sports history, the Louisville Slugger Museum & Factory is another must-see attraction, celebrating the city’s connection to baseball. Louisville’s appeal continues to rise, as reflected in the Omni Louisville’s recent inclusion in Condé Nast Traveler’s 2024 Readers’ Choice Awards, further cementing its reputation as a premier destination for group events and travel. With such a dynamic combination of history, cultural experiences, and luxurious hospitality, Louisville continues to be a top choice for planners looking to host memorable events and corporate gatherings.

Savannah, Georgia

Savannah, Georgia, with its charming blend of history, artistic flair, and walkable downtown, offers planners a picturesque backdrop for memorable events and group experiences. Known for its cobblestone streets, sprawling squares, and majestic oaks, the city invites visitors to explore its vibrant cultural and culinary scene. Groups seeking an authentic Southern experience will find no shortage of exceptional venues and hotel options. One standout property is the recently opened Hotel Bardo Savannah. Set in a meticulously renovated 19th-century Victorian mansion, this boutique hotel combines historic elegance with modern sophistication.

Located near Forsyth Park, it offers an ideal setting for groups who want to immerse themselves in the city’s artistic and culinary spirit. Hotel Bardo goes beyond traditional accommodations by providing unique experiences through its on-site cooking school, Saint Bibiana. Guests can partake in hands-on cooking classes, workshops, and farmer’s market hauls every Saturday, all with a cocktail in hand. The cooking school also hosts pasta intensives, one-night-only salon dinners, and guest chef events, creating a range of culinary adventures tailored for the curious and adventurous. This mix of cultural and culinary offerings, along with its prime location near Forsyth Park, makes Savannah, and specifically Hotel Bardo, an alluring destination for planners looking to offer their groups a dynamic, experiential Southern getaway.

Oklahoma City, Oklahoma

OKC has elevated its profile as a premier destination for group travel and events, thanks in part to the recent opening of the Omni Oklahoma City Hotel. This world-class property provides planners with top-tier accommodations and meeting spaces, offering both convenience and luxury. Located just a short drive from the airport, the hotel allows groups to bypass the crowds and higher costs often associated with larger cities, all while enjoying a high-quality experience during peak seasons. For those looking to explore the city, Oklahoma City offers a range of unique attractions. Just a short drive from the Omni, visitors will find Bricktown, a former warehouse district now bustling with restaurants, nightlife, and entertainment.

Whether you’re taking a cruise along the Bricktown Canal to learn about Oklahoma’s rich history or catching a ball game with the Oklahoma City Dodgers, Bricktown remains a favorite destination for both locals and visitors alike. For outdoor enthusiasts, the nearby Boathouse District along the Oklahoma River is a must-see. As an official U.S. Olympic and Paralympic Training Site for rowing, canoeing, and kayaking, the district offers a variety of activities, from water sports to more than 13 miles of paved trails for running, walking, and cycling. Automobile Alley, located in the heart of downtown OKC, adds another layer of charm to the city’s vibrant scene.

Originally home to car dealerships, the area’s neon signs still hang proudly on their original buildings, though today, the district is home to some of Oklahoma City’s best shopping, dining, and nightlife. With its blend of history, culture, and outdoor recreation, Oklahoma City has become an appealing option for planners seeking a dynamic yet accessible destination for group events.

Milwaukee, Wisconsin

Milwaukee, Wisconsin, offers planners a walkable city with a burgeoning culinary scene, providing a laid-back yet vibrant environment perfect for smaller group events. Known for its affordability and accessibility, Milwaukee is quickly becoming a favorite destination for planners looking for an intimate, culturally rich setting. A standout in the city is the Saint Kate – The Arts Hotel, recognized as one of Milwaukee’s most esteemed hotels, with a distinguished award repertoire. Located in the heart of Milwaukee’s Theater District, Saint Kate is more than just a hotel—it’s a creative hub where modern luxury meets artistic expression. Every corner of the hotel is inspired by music, painting, sculpture, and design, making it a place of discovery and connection.

The hotel’s name, a nod to Saint Catherine, the patron saint of artists, reflects its dedication to the creative process, while its modern twist brings bold, contemporary energy to the space. Guests can experience Milwaukee’s artistic culture firsthand, as the hotel features local artists across various mediums, from music and dance to painting, sculpture, film, and poetry. Saint Kate shines a light on the vibrancy of the creative process, celebrating artistic expression in all its forms. This combination of cultural immersion, prime location, and unique offerings makes Milwaukee, and particularly Saint Kate – The Arts Hotel, an exciting and intimate destination for group events and gatherings.

Spokane, Washington

Spokane is a dynamic destination for group travel, offering a distinctive blend of old-world charm and modern amenities through the renowned Davenport Collection of hotels. These historic properties, located near one another, provide planners the flexibility to host large groups across multiple venues while keeping everything conveniently close. One of the biggest draws of Spokane is its access to the stunning natural beauty of the Pacific Northwest. Just minutes from the Davenport Collection, guests can enjoy outdoor adventures in every direction. The Centennial Trail and Riverfront Park are within walking distance, offering scenic spots for hiking and biking.

During the winter, nearby mountains beckon skiers, while the warmer months attract hikers and water sports enthusiasts. With 76 lakes and multiple rivers, including one that runs through downtown, visitors can indulge in whitewater rafting, kayaking, swimming, boating, and world-class fishing. For golf lovers, the area boasts 33 local courses, where the breathtaking scenery enhances the play.

In addition to outdoor activities, Spokane’s thriving arts and entertainment scene is a major attraction. Located in the city’s vibrant Arts District, The Davenport Hotels are within blocks of many premier art galleries, museums, and performance venues. Guests can enjoy evenings at the Bing Crosby Theater, the Northwest Museum of Arts & Culture (a Smithsonian Affiliate), the Martin Woldson Fox Theater, and the Spokane Arena, or catch a show at the Civic Theater or First Interstate Center for the Arts. With so much to explore, Spokane invites groups to experience both the city’s cultural heartbeat and its outdoor playground.

Infrastructure and Development: A Key to Growth

The rise of secondary cities as premier meeting and event destinations is being fueled by significant investments in infrastructure. Many of these cities have expanded airports, improved public transportation, and developed state-of-the-art meeting venues, allowing them to cater to larger groups and compete with major metropolitan areas.

This growth reflects a broader trend, where cities once considered secondary markets—such as Austin and Nashville—have blossomed into top-tier destinations. Other emerging cities are following suit, investing in their brands and creating more diverse experiences for attendees. The hospitality industry is pushing boundaries by developing unique destinations in places that were previously off the radar, such as Autocamp locations across the country near national parks and resorts like Cloudland at McLemore in Georgia, further redefining what secondary cities can offer.

For example, Cloudland at McLemore Resort in northwest Georgia has quickly emerged as a hotspot for group bookings. Located just 45 minutes from Chattanooga, this stunning resort sits atop Lookout Mountain at an elevation of 2,300 feet, offering breathtaking views of McLemore Cove and the Blue Ridge Mountains. The 800-acre property features two renowned golf courses designed by Rees Jones and Bill Bergin, along with opportunities for outdoor adventures such as hiking, birdwatching, and exploring scenic trails. Cloudland’s blend of natural beauty, luxury amenities, and recreational activities makes it an ideal destination for corporate gatherings and special events, as planners discover the unique appeal of this hidden gem.

Similarly, Autocamp’s luxury glamping locations have redefined expectations for secondary city venues. Situated in natural landscapes such as Yosemite and the Catskills, Autocamp offers eco-friendly experiences with modern amenities, making it a standout choice for smaller meetings, retreats, and incentive travel. Their design-forward accommodations and focus on sustainability create a memorable mix of nature and luxury, perfect for groups seeking something beyond the traditional urban meeting experience.

In Utah, Black Desert Mountain is transforming into a major second-tier destination, thanks to a $2 billion mega resort project near St. George. This desert oasis combines luxury with adventure, attracting investors and group bookings alike. With its unique desert setting and burgeoning hospitality sector, Black Desert Mountain is poised to become a prime destination for corporate events and retreats, further fueling growth in the region.

These destinations highlight the growing allure of secondary cities. With their focus on innovation, sustainability, and immersive experiences, they offer planners fresh and inspiring alternatives to traditional urban venues, making them ideal for modern meetings and events.

The Future of Secondary Cities for Meetings

The momentum behind secondary cities shows no signs of slowing down. As more planners discover the benefits of these destinations—availability, affordability, and authenticity—secondary cities will continue to grow in popularity. Additionally, the economic growth many of these cities are experiencing is creating a self-reinforcing cycle: as they attract more groups, they continue to develop their infrastructure, making them even more attractive for future meetings.

In the coming years, we can expect secondary cities to become even more competitive with major metropolitan areas. These destinations will likely continue to invest in improving their infrastructure, expanding hotel and venue options, and building on their unique cultural offerings. As the demand for alternative meeting destinations continues to grow, secondary cities are poised to become the future of group travel.

Reprinted from the Hotel Business Review with permission from http://www.hotelexecutive.com/.

About Teneo Hospitality Group

Teneo Hospitality Group is a Global Sales Organization for the Finest Collection of Hotels, Resorts & Destination Management Companies (DMCs) Worldwide. Its globa l team is based in key geographic source markets and is an extension of its members' local and regional sales teams. Teneo has wide-ranging knowledge of the hospitality industry and serves the meeting planning community by providing valuable expertise and acting as trusted advisors. Teneo is a Latin word meaning to know, understand and persevere. This term represents the company's mission and its successful track record of global expansion. Since being established in 2013, Teneo has become a top-notch independent GSO. The company continues to expand its staff of hospitality sales and marketing professionals, and the services it provides the MICE marketplace as authorized by its members. Visit teneohg.com