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

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.

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.

Mike Schugt, President at Teneo Hospitality Group