Every season, Tripadvisor conducts a survey of its users to learn about the latest travel trends domestically and internationally. The pent-up demand for travel has outweighed rising temperatures and inflation, setting up this fall for continued leisure travel. Labor Day weekend will be the most popular period for American travelers, Tripadvisor predicts. Meeting planners, take notes—today’s biggest leisure trends can be tomorrow’s hottest business destinations.

Domestic Travel Is In

This strong desire to travel isn’t deterred by rising prices, but where Americans travel definitely is. Tripadvisor reported that 66% of Americans ranked cost and affordability as their top criteria when creating a travel plan. A third will likely travel for shorter periods of time due to price increases, while 24% will likely travel closer to home than previously planned.

Even so, many are choosing destinations on either coast, driving 40% to plan on traveling more than seven hours. Long-haul flights are back and are taking Americans to these top 20 domestic destinations:

  1. Las Vegas
  2. New York City
  3. Orlando
  4. Honolulu
  5. Lahaina, Hawaii
  6. Key West, Florida
  7. Nashville
  8. Myrtle Beach, South Carolina
  9. New Orleans
  10. Miami Beach, Florida

Read More: New Developments in Las Vegas

International Interest

Though 81% of Americans are opting for domestic travel this fall, there are still plenty that plan on venturing abroad. Several factors influence a traveler’s decision when picking a destination. The top incentives are currently food (54%), activities (52%), people and scenery (48%) and weather (40%).

Tripadvisor compiled a list of the top 15 international destinations that Americans are visiting this fall, along with a recommended restaurant and local activity for each. If you need incentive ideas, this list has you covered.

  1. Turks & Caicos: White sand, clear water and lavish resorts cover these Caribbean islands. Try Beach Club for Italian food and cocktails and a four-hour Catamaran snorkeling tour to take in the sights.
  2. Ho Chi Minh City, Vietnam: This sprawling metropolis is right on the Saigon River. The Lounge at Sheraton Saigon Hotel & Towers serves international cuisine and afternoon tea. Adventurous types can go on a guided tour of the underground Cu Chi Tunnels.
  3. Singapore, Singapore: Elaborate modern architecture soars above this city-state, with English as one of its official languages. Michelin-starred Jade at The Fullerton Singapore offers authentic Chinese cuisine in an elegant setting. To take in the whole city on an intimate level, groups can embark on a Lion City Bike Tour.
  4. London, United Kingdom: London is a hub for international culture, architecture and more. Bonoo Restaurant has a unique take on Indian food with its tapas-style servings. Thrill seekers will be satisfied with a high-speed cruise down the River Thames.
  5. Bangkok, Thailand: This modern city on the Chao Phraya River is bursting with Thai charm and local delicacies. Luxurious local seafood can be found in Sirimahannop’s indoor restaurant and open-air deck. For a curated culinary experience, an eight-person Bangkok Food Tour takes guests to every corner of Thai cuisine.
  6. Boracay, Philippines: The small island hosts pristine beaches and lush palm trees for international visitors. Wave Bar & Lounge at Henann Regency Resort & Spa is loved for its pork sisig. A Boracay Sunset Cruise can take you around the scenic island to swim and snorkel.
  7. Munich, Germany: Travelers looking for old-world charm and stunning views can find them in Munich. Michelin-starred Little London Bar & Grill has a premium selection of barbecue, seafood and drinks. Groups that want to engage in the Oktoberfest celebrations can reserve seats in a tent, get a tour of the festival grounds and indulge in the food and beer included with the reservation.
  8. Como, Italy: This idyllic village dotted with colorful buildings sits on the shore of a lake by the same name. Stop in Piazza Roma Ristorante Como for Northern Italian seafood and wine. Those willing to make the short trip to Milan can take the Best of Lake Como Experience cruise to get a full tour of the area.
  9. Edinburgh, United Kingdom: The bright Scottish city is surrounded by rolling hills topped with medieval castles. Traditional Scottish food can be found in Makars Gourmet Mash Bar with a menu full of meat, meat and more meat. Taking the Edinburgh Hop-On Hop-Off Tour Bus takes travelers to the biggest sites and allows for a flexible schedule.
  10. Monterosso al Mare, Italy: The largest of the five villages of Cinque Terre, Monterosso is set between a green hill and a beach. Fresh Mediterranean seafood can be found at Gastronomia San Martino. The Sunset Cinque Terre Boat Tour takes travelers around the group of coastal villages in a traditional Ligurian boat.
  11. Amsterdam, The Netherlands: Good food, friendly people and high-energy nightlife lie between the canals of Amsterdam. Michelin-starred Restaurant Bougainville serves a carefully curated menu from a dining room overlooking the city. Travelers can take a trip around the city in an Amsterdam Canal Cruise in a vintage-styled river boat.
  12. Amalfi, Italy: Between the mountains of Southern Italy and the Tyrrhenian Sea, Amalfi is full of pale-colored buildings and elaborate churches. Sample the Mediterranean Diet at Baglio Amalfi Italian Bistro. Groups of up to six can take an Amalfi Coast Private Boat Tour of the area’s many cliffs, coves and beaches.
  13. Dublin, Ireland: Rows of brick houses combine with modern flair on either side of the River Liffey. A wide range of seafood delicacies are served at SOLE Seafood and Grill, including imposing seafood towers. Let a professional driver take the wheel through the winding roads at the Cliffs of Moher.
  14. Sorrento, Italy: Also on the Amalfi Coast, Sorrento is held up by arched stone walkways that lead down to the beach. Southern Italian seafood can be found at Trattoria dei Mori. Those excited about local foods can join in on a Sorrento Farm and Food Experience, where guests can sample lemonade, olive oil, jam, Limoncello and more at a family farm.
  15. Vancouver, Canada: This city on the water is a massive cultural and tourism center in Canada. Five Sails Restaurant within Canada place Convention Centre specializes in elevated West Coast fare surrounded by views of the bay. Travelers that want to see a unique side of Vancouver can take A Wok Around Chinatown to experience the culinary variety of the neighborhood.

The electric-powered train keeps moving in Las Vegas. The Boring Company has launched its second loop station in Resorts World Las Vegas, nearby Las Vegas Convention Center (LVCC), as part of the brand’s plan to build 55 stations along a 29-mile system that will run through The Strip, Allegiant Stadium and eventually to Harry Reid International Airport (LAS), known as the Vegas Loop.

At the moment, the station at Resorts World is only to be used only when LVCC hosts events. When events are in session, visitors to the convention center can access Resorts World from the new Riviera station, located at the Diamond Lot of the 1.4-billion-square-foot West Hall of LVCC, once occupied by Riviera Hotel & Casino.

Although the new station doesn’t connect underground with the first three loops, in the future the stations will connect with other stops as the loop continues to be built, Lori Nelson-Craft, spokeswoman for Las Vegas Convention and Visitors Authority, told CNN.

Read MoreNew Developments in Las Vegas

Visitors coming from Resorts World to the convention center who want to connect with the other three stops will travel through a parking lot at the West Station, right outside the convention center’s new West Hall, which was phase two of LVCC’s three-phase renovation plan.

Phase three of the plan is a large-scale, $600-million upgrade to North, Central and South halls, to match the modernized look of the West Hall. An outdoor plaza and lobby will be added to the South Hall of the convention center and a main lobby will be added to the Central Hall concourse. In addition, there is to be an expansion of the concourse in the North Hall, along with a concourse between the North and South halls to allow attendees to move between them without going outdoors.

The Boring Company is also planning on expanding into Fort Lauderdale and Miami, Florida (Elon Musk, founder of The Boring Company, submitted plans to build a 6.2-mile, seven-station tunnel system in Miami in 2021). Discussions about tunnel construction in San Antonio and Austin in Texas have also taken place.

The third phase is scheduled to be completed in 2023.

Justin ZebellMeeting profs are driven by a desire to create a memorable experience for their attendees. Whether that be fantastic decorations, exceptional live entertainment or even introducing an eclectic menu, planners are creative thinkers who design events with the intent of appealing to attendees.

With the return of in-person events and new technologies developed for hybrid and remote platforms, meeting professionals have more opportunities than ever to engage and excite attendees. Justin Zebell, president and CEO of Streamline Event Agency and Joinin, offers five tips for meeting professionals to create an experience that attendees will never forget. 

1. Use a Consistent Theme

Zebell stresses the importance of a theme to help attendees understand the objective of the event and the brand essence–from the moment someone decides to attend, to well after their departure. He emphasizes how as a meeting professional, it is vital to ask your client “What do you want the attendees to feel? What do you want the attendees to experience?”

Having a consistent theme is also significant in the virtual world as people want to understand why they are giving up time to watch a virtual event. 

2. Utilize a “Guide”

The use of a guide is one of the best ways to focus on ROI alongside engaging and entertaining attendees. The purpose of most events is to communicate some message whether that be a new technology product or the latest finance program.

Zebell explains how “the guide is designed to refocus consumers through their experience as they retain content as well as providing entertainment…we use the term guide because we are basically saying this is a big wide world of meeting you are going through and we are going to guide you through being able to contently walk away from it.”

3. Focused Hospitality 

The overarching goal of hospitality is to give people a positive and memorable experience. Events and conferences often embody all four sectors of the hospitality industry: entertainment and recreation, food and beverage, lodging and travel and tourism. Zebell discusses how they try to replicate those small intimate moments of hospitality you experience at places like a friend’s house and scale them up to a large-scale approach.

This could be a personalized gift waiting in your hotel room when you arrive or simply a warm welcome by an event official. Anything that can be done to let attendees know that they are valued and cared for is an important aspect of any event. 

4. Keep your Audience Engaged

 “Engagement is an element that grabs consumers’ attention and requires them to do something besides look at their smartphone…and fully engage with the brand and the message,” Zebell says. If an attendee spends half of their time checking their inbox or Twitter feed, then it means they weren’t able to fully engage with the event. Zebell gives examples of fixes such as light-up wristbands or immersive experiences (like for winning an award) that will limit distractions and create moments that will keep attendees present.

Engagement is equally important in virtual and hybrid events. Streamline Event Agency is currently planning a hybrid event that includes a virtual MC and other separate content for the virtual audience to help attract their attention in a new and refreshing way. 

Read More: Winning at Maximizing Virtual Audience Engagement: 10 Fun Ideas from Dahlia El Gazzar 

5. Out-of-the-box Entertainment 

Entertainment, whether it be keynote speakers, magicians or musical artists, adds immense value to any event. Zebell explains how the best entertainment tells a story and has an arrangement that takes you on an emotional and dynamic journey.

He gives an example of an event they put on this past March where they had a group of LED-lit dancers dressed in neon outfits who kicked off the event with a bang. It got people moving, talking and focused. “The ROI on headline entertainment varies widely depending on who you ask but I think there is a place for it at all times,” said Zebell. 

Read More: 9 Unique Entertainment Ideas

As a meeting professional, the relationship you create with your client must be strong and comfortable so that you can work together to create an exceptional experience for attendees. While the easy route is to do things the way they have always been done, Zebell explains the importance of striking up a new conversation with a client and asking them who the audience is, how the company has changed and what is the purpose of the event. “It all really starts with the question ‘Why?’ and if we can get them to answer ‘Why?’ then that’s when the fun starts.”

“Do you have crypto?”

Surely this question—loaded with many assumptions about the character of the questioner—sounds familiar and either you or someone you know has been asked this or one of its many variations.

The world of cryptocurrencies is marked by varying sentiments across the board, from talk of its advantages and benefits to feelings of skepticism and hesitance. But from the looks of it, there’s more to cryptocurrency than the possibility of striking it rich during the next Bitcoin bull run or getting exclusive access to the cool kids club via NFTs.

There are more subtle benefits to be had, which can be used by the future-ready meeting professional wanting to explore a new way of conducting business.

Crypto Adoption Is Having a Moment

Hotels around the United States have been accepting cryptocurrency since 2021, like Howard Johnson Hotel and Conference Center in Fullerton, California, and the Orlando-based Kessler Collection, totaling 12 hotels, including Beaver Creek Lodge in Colorado and Grand Bohemian Hotels in St. Augustine, Florida; Asheville, North Carolina; and Mountain Brook, Alabama, among others.

Globally, Thailand’s Sri Panwa Phuket, Switzerland’s The Chedi Andermatt and Dubai’s Five Hotels and Resorts, which currently has three hotels in the United Arab Emirates and one in Zurich, are just a few of many properties now accepting crypto.

Read MoreWhat Do NFTs and the Metaverse Offer Planners?

The Bobby Hotel and The Westin Nashville in Tennessee introduced cryptocurrency as payment in April 2021. The properties partnered with BitPay, allowing guests to use Bitcoin, Ethereum, Dogecoin and Stablecoin for stays and event bookings, as well as any of the various entertainment opportunities at the properties, much to the joy of groups who’ve stayed and used crypto for payment.

What Are the Benefits of Crypto Transactions?

“The introduction of crypto at Bobby Hotel has been well received,” says Jeff Crabiel, area general manager of the properties. “We have seen an influx in group business that specialize in digital currency and have been able to hold several meetings for said groups. The interest of our transient guests still exists; however, it is slightly down due to the recent market changes.” One of these group businesses was Messari, a provider in crypto market intelligence products based in New York City.

And if there is one thing hoteliers love, it’s being flooded in business. Not only do hoteliers benefit, but so do meeting planners with the ease of transaction that paying with cryptocurrencies provides. “The benefit of accepting crypto is that it has separated us from our competitors and has created an additional way for guests and businesses to pay for their hosted events,” Crabiel says. “There is an added ease of transaction and it has cut down on credit card processing fees.”

Although the two Nashville-based properties have been seeing great success thus far, it’s tough to say exactly where it’ll be in the future. “I think crypto is a hot topic right now because of the crash we have seen,” Crabiel says. “In my opinion, the general public is trying to figure out if it will stick around as a method of payment or not. I believe larger brands will have to adapt to crypto currency as a form of payment before it goes mainstream.”

Read MoreMetaverse Replicas of Event Venues Make Site Inspections Faster, Easier and Greener

The crash Crabiel is referring to is the loss of more than $1 billion during this summer, reported by the three largest U.S. Bitcoin miners, Core Scientific, Marathon Digital Holdings and Riot Blockchain, in their Q2 earnings report. And that’s just one cryptocurrency.

The Crypto market in general, including Bitcoin, Ethereum, Dogecoin and others, has wiped out $2 trillion in recent months, with speculation about its future, from those who believe the crypto crash still hasn’t bottomed out yet, to the more common sentiment that we’re near the bottom, as well as those who believe Bitcoin will not only recover in the next two years but will reach all-time highs, surpassing its highest trading price of $67,566 in Nov. 2021.

Understandably, the volatile nature of cryptocurrencies could foster hesitance in its broader adoption by the hospitality industry. But as with many technologies in the early stages, its rocky start could precede a more stable existence in the long term.

As with many Monday holidays, most appreciate Labor Day for shortening the work week. However, with the chaotic state of staffing in the hospitality industry, the 140th year of celebrating labor unions merits a second look. Unionized hotels provide the stability and training that hospitality workers are seeking—they could be part of the solution to the shortage that meeting planners are waiting for.

The Beginnings of Labor Day

In 1882, the first Labor Day parade was held on September 5 in the streets of New York City. Two men are credited with the idea—Peter J. McGuire, general secretary of the Brotherhood of Carpenters and Joiners and Matthew Maguire, secretary of the Central Labor Union in New York. Maguire is reported to have attended the rambunctious first parade, bringing some much-needed music to the event.

The holiday would be recognized in later years, municipally in 1885 and federally in 1894 when President Grover Cleveland signed it into law. The first Monday of every September since has been celebrated with parades, picnics and family time to commemorate how far working conditions have come.

The State of the Hospitality Union

San Francisco has a strong union presence in Unite Here Local 2, which represents more than 15,000 hospitality workers in San Francisco, San Mateo County, the East Bay and the North Bay. Across the United States and Canada, Unite Here represents 300,000 hospitality workers and over 1,100 hotels and casinos.

Many of Unite Here’s goals concern taking care of their hospitality workers. They negotiate for higher wages, improved benefits including retirement plans and family healthcare, job training, due process and safety concerns. For example, Unite Here used union contracts to protect more than 200,000 members from anti-LGBT discrimination before the 2020 Supreme Court ruling that included the LGBT community in the 1964 Civil Rights Act.

The financial benefits of union membership have been recorded several times. According to a 2021 study by the Economic Policy Institute, union workers earn 10.2% more on average than their similarly educated and experienced non-union counterparts. For hospitality workers, the U.S. Bureau of Labor Statistics found that the median weekly pay for union staff in 2021 was over $100 more than that of non-union staff—$756 compared to $645.

While Unite Here has a large focus on worker protections and benefits, the organization also has resources and departments dedicated to helping meeting and event planners host safe and successful programs in unionized venues.

What’s in it for Planners?

A housecleaner vacuuming a carpet

While union hotels have a reputation for higher costs and the possibility of strikes, since the start of the pandemic, the alternative has often been properties running skeleton crews that are either burned out or new to the position. Event production agencies often have to supplement hotel staff with their own employees to pull everything together.

Jessica Austin, customer outreach coordinator for Unite Here, reports that there has been “a huge difference this year between hotels that offer good jobs versus those that don’t.” Union hotels are more enticing for the dwindling number of hospitality workers. Agency, contractual protection and a livable wage are aspects everyone looks for in a career, but these are often missing from non-union hospitality work.

“When workers have good, stable jobs, there’s less turnover, and workers will be focused on your function,” said Carrie Sallgren, customer organizing director at Unite Here. She said that improved working conditions attract the “best of the best” hospitality workers. In addition, union venues in large cities like Las Vegas, Boston, Chicago and Los Angeles select staff with accreditation from special academies to make sure their employees are up to date on the latest technology, equipment and service techniques.

Sallgren continued, saying, “It’s a time of great change in the industry, and event organizers want to know that their event is backed by an experienced team that will keep everything running smoothly and handle any hiccups. Union hospitality workers are highly skilled professionals, and they enjoy hosting the same organizations year after year, anticipating guests’ preferences to deliver tailored service.”

Resources Made for Planners

Unite Here created FairHotel to assist meeting and event planners in choosing a union hotel or venue. Its main service is as a directory for union or boycotted hotels across the United States and Canada with filters for location, brand, meeting space and guest rooms.

In San Francisco, there are 60 properties with solid union contracts that are not at risk for striking. Las Vegas has 56, Boston has 36, the Chicagoland area has 68 and Los Angeles has 72. Each area has a wide range of offerings in meeting space and guest rooms. San Francisco has unionized properties as large as Hilton San Francisco Union Square, hosting 1,908 guest rooms and 134,500 sq. ft. of event space, and as small as Seal Rock Inn with only 27 guest rooms.

A screenshot of the Fair Hotel search function showing unionized hotels in San Francisco

Under the “Plan Events” tab, FairHotel has additional resources. “Model Protective Language” is a set of example clauses that planners can include in event contracts to protect themselves and the event in the case of a strike or labor dispute. These supplement force majeure clauses that “do not necessarily include protections” for union-related incidents, said Sallgren. The model clauses allow planners to guarantee a certain level of service, clean rooms and the right to move to another location if needed.

Unite Here has a team that helps planners utilize these resources and provides labor forecasts for their chosen venue. Their customer resource department can be reached at 202-661-3680 or [email protected].

Supporting Hospitality Staff

Companies and organizations that focus on corporate social responsibility (CSR), sustainability and community find mutual benefit in booking with union hotels. Event organizers can meet their CSR goals and union properties host a successful event. If your company wants to do more to support hospitality staff, FairHotel has several options to consider.

Unite Here’s biggest current initiative is getting hotels to have rooms cleaned every day. With staffing shortages, many properties have opted to only clean rooms at the end of a stay. This has constrained work hours, wages and health for housekeeping staff, 72% of whom report pain, stress and injury when cleaning rooms that haven’t been serviced daily. Asking the front desk to have your room cleaned daily or including it in event contracts gives housekeepers more hours and an easier job.

Companies and organizations that want to pledge to patronize union hotels whenever possible can become FairHotel Partners for no cost. The pledge earns consultation from Unite Here’s customer resource staff to ensure that your event will go off without a hitch.

Attendees today are hungry for captivating events and are open to experiencing them in new ways. They are ready for marketers to elevate the traditional meaning of events as long as it is still convenient for them to access.

Meanwhile, marketers and business owners require a good reason to expand their pool of tactics. They need to address concerns such as cost, fear, unsatisfactory event ROI and lack of ability to quantitatively analyze performance. “Event-led growth” can be used at each stage of the customer journey to create the memorable experiences customers crave while delivering on business value and minimizing risk.

Unlock the Potential for Events

Event-led growth is about making events a core part of the business strategy. It is a long-term plan to designed to enhance revenue streams and create customer loyalty.

Progressive brands know events don’t have to be three to four hours long and that conversation should be prioritized. A truly successful event is a combination of connection, community, collaboration, relationships and amplification. Here is how each one of these components plays a role:

  1. Connecting: Events help source new prospects and source valuable feedback about your products and the challenges your customers are facing.
  2. Community: Using events to create a sense of community can help to differentiate you from your competitors.
  3. Collaborating: Events create an environment where people can learn about your brand and product, meet others and share their experiences.
  4. Relationships: Events are terrific at helping you truly focus on relationship building.  Developing deeper connections with clients and customers will help retain them and in turn increase ROI.
  5. Amplification: The impact goes beyond the event itself. You can leverage the content you develop and amplify it through digital content marketing after it’s over.

According to Forrester’s Q3 2021 B2B Enterprise Marketing Events Trends Survey, “Hybrid events will become the dominant form of events in 2022 and beyond.” The survey found that 62% agree that events will become more important in the marketing mix.

Where to Begin

The first thing to tackle before embarking on your event-led growth strategy is to rethink what the term “event” means. Events don’t have to be planned years in advance, take the collaboration of dozens of people or eat up the entire marketing budget.

Read MoreChief Strategy Officers Will Drive Improved Connectivity in Post-Pandemic Communications

It’s time to reimagine what it looks like to make connections and who those connections can be with throughout the year. The term “event” is truly boundless in 2022. Building a strategy behind these effortless connections is the first step towards long-term growth and success. So, let’s dive in.

Discover

The use of virtual, hybrid and in-person events is the key to long-term, event-led growth. Virtual trends have been rising over the last few years as an extension of a trend that started pre-pandemic. Recent data shows that virtual is proving to be an enduring event trend. A major benefit of this model is accessibility, affordability and access to a wide range of analytics. Data collection has been a powerful tool to connect with attendees in a way that’s never been done before.

Events are more than just about the moment itself, the key to event-led growth is continuing the conversation afterward. Make attendees the center of attention during the event and utilize post-event resources as an effective way to sustain a buzz following the event. Resources can be anything from exclusive content to raffle prizes, small gifts or invitations to another exclusive gathering. Each event should tie into the next, creating a continuous event cycle that keeps attendees waiting and wanting more.

Engage

Despite obvious pandemic setbacks, personalized, immersive experiences have been the gold standard for events—in-person, virtual, hybrid event or otherwise. This is where collected insights and analytics can be put to the test. Using customer feedback and engagement metrics to determine what event comes next is a great way to demonstrate you’re hosting an event for your customers, not for you.

Read More8 Engagement Tips for Your Next Hybrid Event

Some engaging event formats include product use-case workshops, annual conferences and product launch events. During each, work to understand how members interact and engage in these different event settings. From there, elevate the experience based on the findings to keep engagement levels high.

When we think about event-led growth it doesn’t stop with the event itself. Slack, social media, blog posts, questionnaires and more are all part of the equation. Communication remains the most vital component of event engagement and to truly connect with your audiences you need to consistently be where they are.

If you are hosting a hybrid event, utilize customers as volunteers and give them incentives to pitch in. Have them become a part of the event, not just an attendee. Taking into consideration their part in your brand growth strategy will lead to your brand’s success.

Grow

Growth is the ultimate goal. Relationship-building activities like events can dramatically help to increase interaction with your company. When it comes to event positioning, it has to be less about ‘the sale’ and more about working together, connecting and developing relationships. In the end, success will follow. Showing up for customers without any expectations is what truly fosters a sense of brand affinity and longevity.

Using event-led growth to build your business showcases how much a brand wants to connect with its customers. There will always be a trial-and-error component when attempting new things and this is no exception. Making attendees the center of attention is the most important part of your strategy.

It’s time to start bringing immersive engagement and a sense of belonging to all events that allow attendees to feel seen. Host a variety of in-person, virtual, and hybrid events throughout the year for different audiences and outcomes. Amplify event content and continue the conversation to keep that customer’s journey a never-ending part of your strategy and your story.

As Chief Marketing Officer of event-led engagement platform, Airmeet, Mark Kilens leads a global team of marketing professionals who are working to advance the event-led growth movement across the B2B events category. For more information head to airmeet.com.

New Intent is a new organization designed to promote diversity, equality and inclusion (DEI) and environmental advocacy by working with destinations, event strategists and the event supply chain.

“I very much believe that DEI and sustainability go hand in hand, you can’t have one without the other,” says Rory Archibald, the founder of New Intent. “The UN SDGs (United Nations’ Sustainable Development Goals) were created in 2015 as ‘blueprint for peace and prosperity for people and the planet.’ They recognize that societal change must take place in order to combat climate change as well as reducing our carbon footprint.”

Archibald’s primary job is leading the associations, sectors and marketing departments of VisitScotland and he will maintain this position while running New Intent. “Today is an incredibly exciting day,” he says. “DEI and environmental action need to take a much greater priority in our industry. I believe that we must do more as an industry to properly drive DEI and environmental action forward and start to take what we preach and put it into action.

“I am excited to launch New Intent and realistic about the challenges we face. We will bring advocacy to the forefront, engage in challenging conversations, and face up to the journey we have in front of us. We have the power to create real change and transform an industry by collaborating, sharing and demanding change.”

Read MoreNew C-Suite Initiative at National Civil Rights Museum Adds Context to DEI

Scotland has been a land of many firsts in the DEI and climate change worlds over the past couple of years, including being the first to make LGBTQ history mandatory in school curriculums and the first to make menstruation products free. It’s also one of the countries with the highest amount of its electricity backed by renewables, at 97%. “Although these are great achievements, there is a huge amount of work to do,” Archibald adds.

According to a company press release, New Intent will create educational sessions, white papers and knowledge sharing. New Intent offers partnerships with the events industry supply chain, transformation strategies for events and speaker services. In addition to DEI and environmental advocacy, topics will cover UN SDGs, corporate social responsibility and the politics of meetings.

“DEI and environmental action is not a competition,” Archibald says, “and only by collaborating do we stand a chance of creating societal transformation and combating climate change.”

Ponte Vedra Inn & Club

guest room at ponte vedra inn and club

Two more of Ponte Vedra Inn & Club’s beachfront buildings have been renovated, totaling 64 luxury guest rooms and suites. Summer House and St. John’s House join the pair of buildings that were redone in 2020. The AAA Five-Diamond property has been hosting guests on Florida’s northeast coast since 1928 with a variety of accommodations.

The newly renovated rooms all center around the beach. Each has a private terrace or ground-level patio with beach views, along with a direct path to the water. Modern, eco-friendly design elements pair with Ponte Vedra’s long history to create an elegant guest experience. With a total of 262 rooms and suites, there is a wide range of luxury and space.

Ponte Vedra offers a wide array of meeting and event spaces. More than 75,000 sq. ft. of indoor and outdoor venues span the historic property. Multiple ballrooms, pre-function spaces, banquet halls, boardrooms, lawns, patios and courtyards can be arranged as planners see fit.

Sporty guests can try their hand at the golf course, tennis and bocce ball courts, pools or onsite surf club. After a long day of productivity, there are several onsite restaurants to refuel at. The Tavern serves cocktails, drinks and small plates in a cozy, sophisticated atmosphere. Surf Club Patio mixes fresh lunch options with ocean breezes. For a more formal dining experience, Seahorse Grill serves fresh ingredients in a flavor-first menu.

Cambridge Beaches

guest room at cambridge beaches

An extensive interior restyling transformed Cambridge Beaches into a fresh, tropical destination in Bermuda. Reopened in spring of 2022, the 100-year-old property is made up of a series of beachfront cottages with amenities, entertainment and dining.

Each room is decorated with vibrant colors and patterns. Contemporary art by Bermudian artists lines the walls alongside custom furniture. One cottage features a private pool for two, while the largest cottage is a two-story three-bedroom private experience. Three flexible meeting rooms totaling 5,710 sq. ft. are available for reservation with full AV capabilities.

Several dining options are available to guests at Cambridge Beaches, each influenced by local culture. Breezes is a restaurant and bar serving elevated island cuisine and handcrafted cocktails. Its beachside location provides easy access to swimming and sunset viewing. Sunken Harbor Club, like the Brooklyn location by the same name, serves Caribbean and Portuguese roots cuisine with tropical cocktails on a dock. Pastel is a casual poolside restaurant and bar with light fare such as poke bowls, sandwiches, cocktails and a house-made sherbet. Private dining in a secluded cove is also available.

On-site amenities take advantage of the idyllic location. Outside is an infinity pool against the ocean and an athletic area with tennis, basketball and bocce ball courts; a watersports company rents kayaks, paddleboards, jet skis, snorkeling equipment and boats to guests; those keen on fishing can try saltwater fly fishing or deep-sea fishing; scuba shops give guests access to more than 300 shipwrecks and reefs. The capital Hamilton is only a 20 minute boat ride away for a night on the town.

ROOST Tampa

guest room at roost tampa

Tampa’s first high-design extended stay hotel has recently opened as ROOST Tampa. The boutique-style property hosts 97 studio, one or two bedroom and co-living apartments. It is the fifth ROOST apartment hotel and the first in Florida.

Each room has access to a full-sized kitchen, a seating area and a large TV. Travelers looking for a communal experience can opt for co-living apartments, where separate bedrooms feed into a common area, living room and kitchen. Surrealist artwork by Massimo Colonna decorates the walls, while custom furniture and luxury goods fill every space.

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A 30,000-square-foot amenity level has everything to keep long-term guests entertained. Lounges, entertainment areas, two conference rooms and a club give space for relaxation, while a fitness center, recreation lawn, pool and barbecues focus on fun. The conference rooms and lounges can be reserved for business gatherings as needed.

ROOST Tampa is just a few blocks from some of Tampa’s biggest attractions. To the east, American Victory Ship & Museum, a decommissioned warship that now hosts a maritime exhibit, is docked on the Ybor Channel. The Florida Aquarium is its neighbor, featuring thousands of marine animals and a “Brews by the Bay” beer and music event on September 16. South of ROOST Tampa is the Garrison Channel with Amalie Arena, an indoor sport and concert venue, overlooking the water. West along the water is Tampa Convention Center, boasting 200,000 sq. ft. and a GBAC Star Facility rating.

 The Matrix Club

rendering of the matrix club space

 A massive multicultural convention, banquet and performing arts center will be opening later this year in the suburb of Naperville, Illinois. The Matrix Club has 75,000 sq. ft. of space, including amenities like a restaurant, art gallery, yoga studio and music sound lab.

 The concert venue is a highlight of the space. With a state-of-the-art AV system, lights, oversized screens and dance floors that hold up to 2,000 guests, the space is a meeting planner’s playground. Dhrishti Center for Performing Arts is a 210-seat cultural arts venue with varied facilities. The art gallery is attached and can be transformed to create a custom “sales atmosphere.”

Banquet-style catering is handled within the venue by Chef Devinder Utpaul from a full-service kitchen. He serves cuisine from around the world based on his experience at luxury resorts and catering businesses. The Matrix Room, the complex’s main restaurant, seeks to create a unique dining experience with colorful designs, international cuisine and live performances from the music stage. It can also host private events with free parking for attendees.

Though located in a suburban area, there is plenty to do in Naperville. Event attendees can stay in Homewood Suites by Hilton Aurora Naperville, a casual hotel with just under 150 suites. Near The Matrix Room, Fox Valley Mall is a uniquely decorated shopping mall full of plants and two-story sculptures. It hosts two comedy clubs—The Comedy Shrine and The Bit Theater, each featuring local stand-up and improv performances with light drinks and snacks. The young at heart can visit Round1 Bowling & Amusement for arcade games, karaoke, billiards, darts and bowling.

Atlantic City’s surfside diva amps up its wow-factors

When Ocean Casino Resort opened as Revel in 2012 with Beyonce as its headliner, people got a sense that this was going to be something big.

Cut to 2022 and Revel has morphed and rebranded as Ocean Casino Resort, Atlantic City’s chic-est denizen, sitting at the tail end of Atlantic City Beach and still “reveling” in its enviable location.

Radical Renovations

Aside from the fact that every one of Ocean’s 1,399 rooms has a stunning ocean view (and over 400 have just been newly renovated), Ocean has an “edge” over the competition in other ways.

serendipity 3 at The District food court in Oceans Casino and Resort
Serendipity 3 at The District Food Court in Oceans Casino Resort

It claims to be currently the only venue in AC where the meeting floor is separated from the casino (here, a dedicated level on its own with 30,000 sq. ft. of meeting space in addition to the Ovation Hall and outdoor meeting space). Planners whose clients don’t want to use the casino can come in and out and never walk through it or encounter the space, if that’s what they wish.

Most visitors, however, will want to explore the newest addition to the casino, Gallery Bar, Book & Games, a 12,000-square-foot integrated experience featuring a 100-foot elevated bar and lounge, including 59 seats and 12 slot machines. A mix of blackjack and roulette tables surrounds the perimeter of the bar, while 140 feet of LED walls line the venue—and who knows, you might just get lucky.

Also new to Ocean is Serendipity 3 where ice cream lovers can get a taste of the legendary deserts (and the frozen hot chocolate) at this celeb-friendly eatery while looking out at the endless view of the Atlantic Ocean beyond the floor-to-ceiling windows.

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What’s most evolving here, though, is the infusion of over $85 million in property developments in the guest rooms and food and beverage offerings.

Contemporary Blu rooms are inspired by colors and patterns of the just-beyond-the-front-door Atlantic Ocean with soft-touch fabrics in neutral colors, marble flooring and an over-sized shower, perfect for bath bombs and steam showers after team building.

Distrito Cantina at The District Food Court in Oceans Casino and Resort
Distrito Cantina at The District Food Court in Oceans Casino Resort

Newly built suites have upscaled interior finishes and dining areas, wet bars and lounges for impromptu gatherings or VIP soirees. The Social Suites feature a free-standing tub in the bathroom as well as a huge sofa and designer lighting.

This fall, planners can look forward to offering experiences at Bottled–Wine, Spirits and Tastings, where guests can explore vintages from all over the world for sample and sale. There will also be a wide selection of domestic and imported cheese, cured meats and designer accessories.

Other “edge” pluses for planners include the availability of Ovation for groups of up to 80,000 in its 70,000 sq. ft., including a 30,000-square-foot section of columnless space. Ovation can be combined with the 20 Think Tank meeting rooms on the same level for maximum accommodation. When not in use for meetings and events, Ovation is hosting headline talent like its recent guest star, Amy Schumer, who said during her performance that coming back to AC was like coming home.

Extraordinary Amenities

For group dining, venues like American Cut or Amada are high-profile ways to showcase AAA Four Diamond-level cuisine to clients. American Cut features all-stars like filet mignon, wagyu beef and oysters and Amada allows groups to dine together on “Iron Chef” Jose Garces’ Spanish/Mediterranean specialties like tapas (figs in abundance) and paella.

The pool and spa space at Ocean also feels very much like part of the beach beyond. Groups can book the private, VIP-ish cabanas where they can sup on champagne and strawberries prior to spa treatments at Exhale Spa and bathhouse or dips in Ocean’s massive indoor/outdoor pool.

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Meetings guests can also take downtime and enjoy a variety of retail therapy options at Ocean, including a spa shop at Exhale with sea-inspired soaps and scrubs to make a mermaid’s heart beat faster.

HQNightclub and HQ Beach Club have a red-rope feel that will give groups a exclusive buzz—both have award-winning DJs in attendance like legendary Tiesto, who was a featured performer this summer.

Even with an embarrassment of riches when it comes to exclusive venues, meetings participants might just want to find a few hours on their own in one of Ocean’s new guest suites. Lounging on a soft white couch and staring out to sea where the Atlantic Ocean hypnotizes you into thinking the horizon goes on forever may just be the one treasure that gives Ocean its edge.

Hilton and Marriott’s statistics are looking up after revenue per available room (RevPAR) met or exceeded 2019 levels. Hilton CEO Chris Nassetta attributes the growth of business travel, as “bookings for company meetings strengthened each month of the quarter.” Marriott CEO Tony Capuano notes the continued demand for leisure travel as the source of improved earnings in Q2.

Both forms of travel recovering bodes well for meeting professionals who are eager to attend events before taking a few extra days alone.

Business and Bleisure Soaring

Hilton’s Nassetta said in the second quarter earnings call that big corporate companies are driving recovering business travel. Though groups are slightly behind business and leisure, group travel at Hilton has returned to 85% of 2019 levels. Nassetta also expects leisure to stay strong through fall, bolstered by the trend of bleisure guests lengthening their trips after a meeting or event.

At the same time, Marriott’s Capuano reports an improvement in group travel from Q1 in the United States and Canada. RevPAR in Q2 was only down 1% from 2019 levels, compared to it being down 20% from 2019 in Q1. Capuano says that small and medium businesses are driving the group and business recovery. Meeting planners have asked Marriott to accommodate bleisure travel by making it easy for event attendees to extend their stays. Capuano says this request is, “another confirmation that blended trips will likely endure well beyond the end of the pandemic.”

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Rising Numbers All Around

Across the Hilton system, Q2 greatly benefited from the pent-up need to travel. Overall, the company saw:

  • RevPAR improved by 54.3% from last year to $109.62
  • Occupancy at 70.8%, an increase of more than 12 percentage points
  • The average daily rate increased by 27.5% to $154.92
  • Net income was $367 million, up dramatically from $128 million in 2021 during the same period

Marriott saw a similar system-wide boom this quarter:

  • RevPAR increased 70.6% to $119.37
  • Occupancy improved by 16.7 percentage points to 67.8%
  • The average daily rate was up 28.6% to $175.99
  • Net income was $678 million, up from $422 million in Q2 of 2021

Leisure Going Strong

Hilton’s weekend RevPAR showed the strength of an international desire to get back to travel. Systemwide, it was 14% above 2019 Q2 weekend levels. Nassetta isn’t concerned about economic strain affecting travel habits any time soon. He says that Hilton Honors members, who make up a large portion of the company’s revenues, are less likely to change their spending habits in the short term. “We haven’t really seen any real cracks in the armor in terms of their spending pattern,” he said of higher-end Honors members.

Capuano had less to say about leisure travel, but Marriott credits leisure demand with raising Q2’s revenue to $5.3 billion, 69.5% more than last year’s Q2.

International Turbulence

Europe is doing incredibly well for both companies. Nassetta was surprised by the region’s performance—it’s currently trending above 2019 levels and expected to stay strong into Q3. Marriott CFO Leeny Oberg also noted Europe’s strength, saying it had “the swiftest RevPAR recovery of all of our regions this year.” Like Hilton, Marriott’s RevPAR went above 2019 levels this summer.

Meanwhile in the Asia Pacific region, travel is falling as a result of China’s strict Covid guidelines. Hilton reported recovery trends as being “way behind.” Marriott’s Oberg said that lockdowns in major Chinese cities like Shanghai and Beijing have driven down the RevPAR in Greater China by more than 50% compared to 2019 levels.

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