Meetings + Events

Hotels can be a rich source of meeting trend insights, given their close relationships with planners.  With that in mind, Laura Pallotta, regional vice-president, sales and distribution, Marriott Hotels Canada shares her thoughts on what Marriott properties across Canada are seeing: 

A Resurgence of Large Meetings: “Businesses are realizing the importance of bringing people together and while small and medium-size groups have shown the strongest demand since the pandemic, large meetings are on the rise—especially among our association customers. We’re encouraged by the demand we’re seeing for large events and have been working with customers to secure availability for future years in key markets. We’re also seeing strengthened interest in secondary and tertiary markets.”

Entertainment Options Are a Must for Gen Zers: “In an effort to attract a younger demographic, customers are seeking easily accessible pre/post meeting entertainment options. Take for example, the Marriott Downtown at CF Toronto Eaton Centre  which installed a Top Golf Swing Studio in the lobby level of the hotel, and Delta Hotels Mont Sainte-Anne, Resort and Convention Centrewhere guests can challenge each other to a friendly game of ping pong, air hockey, foosball or pool at the onsite game room, or take part in an exhilarating dog sledding experience. At W Toronto, guests can enjoy weekly DJ programming, live performances and locally curated activations at the enchanting rooftop bar, Skylight, or in the heart of the hotel’s Living Room space.”

Brunch is the New Lunch: “More companies are opting for late morning brunch service instead of early breakfast or mid-day lunch breaks. This timing allows for groups to be more engaged and productive since attendees can enjoy a nourishing meal before the start of their day, and they don’t need to break for the purposes of lunch. Brunch can also be a more affordable option since it replaces the need for two meal services.”

Cost is Key: “The value of staying close to home has become very attractive to Canadian businesses more recently given the high cost of inflation and current economic uncertainty. Many groups are choosing to stay within Canada due to the weakened US dollar. Canadian companies are getting more bang for their buck by staying within the country—but there’s also a higher value proposition for US companies who can stretch their dollars here.”

Elevating The Food and Beverage Experience: “Groups are looking for more creativity with events, and hotels are meeting the demand by creating a ‘sense of place’ with menus that focus on local products and a seasonality of ingredients. For example, the menu at Sheraton Centre Toronto’s 43 Down lounge focuses on the history of the city and its multicultural neighbourhoods.”

Beyond the Boardroom: “Gone are the days of the traditional boardroom table or classic meeting room set up. Companies are going beyond the boardroom and looking for unique spaces to hold group functions.”