The global meetings and events market is growing, and so is the competition for planner attention. Destinations are investing heavily in infrastructure, incentives, and outreach, yet many DMOs, CVBs, and tourism boards are still building their strategies on assumptions rather than data.

‍Drawing from data following our 2026 Planner Survey, Trove’s sixth annual Meetings & Business Events guide brings clarity to how planners are actually making destination decisions today.

In March 2026, we surveyed 60 planners about their destination choice. Cost continues to matter, with 75% of planners ranking overall value among their top decision factors. But in reality, logistics are what determine whether a destination is seriously considered. Availability of hotel room blocks, airlift, and venue inventory consistently outweigh price in early-stage decision-making, and destinations that cannot clearly demonstrate these fundamentals are often eliminated before cost even enters the conversation.

What may surprise destinations is how narrow the window to compete has gotten. More than half of planners surveyed say their shortlist is already formed before a formal RFP goes out, meaning many decisions are made well before destinations have the chance to formally pitch. Expectations of CVBs are also shifting, with planners looking for faster responses, greater pricing transparency, and stronger supplier vetting.

For destinations, the implication is clear. Winning meetings and events business is no longer just about being competitive on paper, it is about showing readiness early, building trust quickly, and making it easy for planners to say yes.

For deeper insights and complete survey findings, download the full white paper below.

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