A snapshot of the SSQ
The first quarter of 2026 signaled a market in motion, where demand is building, even as conversion patterns continue to evolve.
SSQ data showed the strongest quarter for lead volume in more than a year. That growth is broad-based, with both convention center (+8.7%) and hotel leads (+9.7%) contributing, and overall lead levels now sitting an impressive 17% above 2019 benchmarks. Planners are actively sourcing destinations, reinforcing a healthy top-of-funnel outlook.
However, this demand has yet to fully translate into bookings. While bookings edged up 1.9%, contracted room nights declined 8.4% year over year — pointing to smaller event sizes, shifting priorities, or longer decision cycles.
The convention segment continues to recalibrate. Convention center contracted room nights fell 21.3% in Q1, though it’s worth noting the segment remains 12% ahead of 2019 levels. At the same time, nearly every segment is generating more leads year over year, with Sports and Tech emerging as the only segments increasing convention-related room nights — an early signal of where near-term opportunity may lie.
Regionally, performance varies. Most areas saw declines in contracted room nights, however, the Southern U.S. stands out with significant lead growth. Meanwhile, smaller DMOs without convention centers continue to gain ground, booking 15.7% more events and generating 15.4% more leads.
Encouragingly, booking window distribution remains stable, giving sales teams a familiar framework to plan against — even as volume rises.
The demand is there. Converting it will require precision, persistence, and a continued focus on aligning sales strategy with shifting planner behavior. Lucky for you, our experts packaged all three into one industry-leading report designed to help you benchmark your DMO's progress with destinations of similar size.
