Destination “dupes” are winning planners seeking value
Nearly 64% of the event planners we spoke with say they’ve sourced venues in secondary cities in the past 12 months as part of a broader trend toward what some call “destination dupes.” Just as leisure travelers might swap Paris for Montréal to experience a similar cultural vibe at a lower cost, planners are rethinking where high-impact events can take place.
This shift isn’t just about savings; it’s about creativity, flexibility, and the design of experiences. Planners report growing interest in venues that offer something fresh, such as local neighborhoods over generic downtown districts, boutique properties with character, or smaller convention centers with responsive teams. Emerging independent brands and boutique hotels are gaining traction for the new texture they bring to the meeting experience. In some cases, planners say attendee satisfaction is higher when events are hosted in unexpected locations.
As pressure mounts to deliver quality while managing cost, narrative is becoming just as important as geography. And for a growing segment of planners, the right story seems to be starting somewhere a little less “big city.”
Quote from the Tribe:
“I had a client who would never have met attendance minimums at a downtown Hilton, but found a niche property in a smaller city, and we filled it up.”
- Germany-based planner, 5 events per year
Commercial Takeaway:
Update branded content to include comparisons: “5 things Kansas City can give you that NYC can’t.” Work with DMOs to push your city’s story (food scene, venues). And most importantly, ensure your sales and website fully present the logic of meeting there (unique venues, cultural draws, ROI on the experience).
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each quarter, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Event Planner Tribe
This study draws on insights from a blended qualitative and quantitative session with 28 event planners from six countries who plan two or more events per year, requiring 50 or fewer peak nights.
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