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The hospitality market is experiencing major growing pains as recovery takes hold. There are a whole host of factors disrupting the market right now, but one in particular sticks out – the constantly evolving buying behavior of event professionals.

This shift in the landscape is likely to adversely affect the industry only if venues don't adjust how they approach their competitive set. Event professionals make decisions based on their needs, which have little to do with your chosen comp set.

It’s critical now more than ever to meet the moment – look up, down, and around and re-evaluate who you consider as competition. Make sure you are not losing your share to hotels that you weren’t originally competing with.

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