The news: Marriott has set a stretch goal of $1.55 billion in group bookings for 2027 across its U.S. and Canadian properties, according to Skift. The company is pushing its sales teams hard to close deals while noting that global 2027 group sales look "flattish," suggesting regional variation in MICE demand.
Why it matters for MICE operators: Marriott's aggressive target signals confidence in the MICE recovery—at least in North America. Indian PCOs planning international conferences or incentive trips to the U.S. should expect increased competition for room blocks and tighter availability. Marriott's focus on group sales also means better support and incentive packages for large bookings, which could benefit your clients. This is also a signal that major hotel chains are investing heavily in MICE business.
The takeaway: Lock in your 2027 group bookings at major chains early to secure rate guarantees and room allocations.
Source: Skift https://skift.com/2026/08/31/marriott-presses-sales-teams-on-1-55-billion-gap-to-goal-for-2027-groups/