Sales update: group room nights up 11%, demand still mostly summer

What changes on the ground is less about a new rule and more about where visitor nights are being pushed: a new Destination Global Sales performance snapshot shows 12,539 booked group room nights from July 1, 2025 through March 31, 2026, an 11% increase over the prior year, but with demand still concentrated in summer and winter occupancy described as flat. (Source: DGS Sales Performance Summary.)

The report highlights summer gains (summer occupancy up 6%, summer ADR up 8%) versus modest winter pricing growth (winter ADR up 5%). Monthly room night results swing widely, with September up 61% year over year and January down 81%, reinforcing the stated goal of growing winter and shoulder season meetings.

One metric I will be watching in future updates is conversion, not just volume. The report lists an RFP conversion rate of 16% and shows trade show activity (Luxury and Wellness) generating 21 total meetings, with 16 labeled “strategic fit” (76%), an estimated pipeline value of $260,000 on $8,355 in show expense, for a claimed 30x pipeline ROI.