Understanding trade show impacts on hotels and hospitality

Occasions like large-scale conventions and trade shows aren't just about hotels; they drive powerful demand surges that ripple across restaurants and many other services. 

For hoteliers and service providers, this creates significant opportunities.

Among these events, trade shows are powerful economic drivers. They attract thousands of business travelers and exhibitors from all over the globe. If you're looking to maximize revenue and stay competitive, understanding how these shows influence your hotel's demand and pricing is essential.

In this blog post, we'll explore the wide-reaching effects of trade shows and offer our top tips for capitalizing on these dynamic markets.

How trade shows impact the hospitality industry

Trade shows spark a wave of activity and networking that significantly benefits the entire hospitality sector. 

Airlines see fuller flights, taxis and rideshares experience heightened demand, and local restaurants enjoy increased foot traffic.

For hotel owners, trade shows are particularly impactful. They can drive occupancy to peak levels, especially when events fall outside traditional travel seasons. 

This influx of attendees, such as exhibitors, delegates, and organizers, creates a valuable window for hospitality businesses to boost revenue.

By understanding and proactively planning for trade show demand, hoteliers can optimize pricing, staffing, and services, making these events a vital focus for maximizing off-peak profitability and long-term growth.

Higher demand means increased room rates for hotels

When a trade show comes to town, hotel demand will usually spike, especially near the event venue. As availability tightens, prices naturally rise. This classic supply-and-demand dynamic allows you to increase your hotel room rates, particularly if the event draws large numbers of out-of-town attendees.

As a hotelier, this presents a clear opportunity to drive revenue, but only if you’re ready to act strategically.

To make the most of trade show periods, you should implement dynamic pricing strategies that reflect real-time demand and competitor behavior, something we expand on below.

Proper staffing is also critical, as service quality must match increased guest expectations.

Crucially, hotels should assess how a specific event will impact their property – those closest to the expo center or main venue typically see the highest demand, while those farther away may need to offer incentives or transport solutions.

With the right preparation, trade shows can become powerful revenue-generating moments outside of a traditional high season.

How 5 of the biggest trade shows impact the hospitality industry

Trade shows draw thousands of professionals and generate major economic impact – and some have an outsized influence on local hotels.

From pet products in Orlando to global travel expos in London and Berlin, here are five of the world’s most influential trade shows and how they affect the hotel industry.

1. Global Pet Expo

The Global Pet Expo positions itself as the premier event for the pet industry, presented by the American Pet Products Association (APPA) and the Pet Industry Distributors Association (PIDA).

Held annually at the Orange County Convention Center in Orlando, Florida, the 2025 show took place from March 26th to 28th. It featured over 1,000 exhibitors across 3,500 booths, showcasing more than 3,000 new product launches.

The expo attracted nearly 20,000 pet industry leaders from over 105 countries, including independent retailers, distributors, mass-market buyers and other qualified professionals.

In 2024, the Global Pet Expo delivered over $45 million in local economic impact to the Orlando metropolitan area. While specific data on hotel pricing during the event isn’t publicly available, such significant economic contributions strongly suggest a substantial increase in demand for local accommodation during the expo period.

2. New York International Auto Show

The New York International Auto Show (NYIAS) is one of the most prestigious automotive events in North America.

Held annually at the Jacob Javits Convention Center in Manhattan, the 2025 show marked its 125th anniversary from April 18th to 27th. Showcasing over 700 vehicles across a million square feet of exhibit space, it featured major automakers like Ford, GM and Toyota, and high-end brands such as Porsche and Lamborghini.

NYIAS attracts more than 1 million attendees each year, including industry professionals, media and car enthusiasts. Approximately 319,000 new vehicle buyers attend annually, with over half reporting that the show influences their purchase decisions.

Clearly, this massive influx of attendees significantly boosts demand for accommodation in Manhattan and beyond. This surge often leads to increased room rates, particularly for hotels in proximity to the Javits Center.

Wise hoteliers in the New York City area can capitalize on this yearly demand by implementing dynamic pricing strategies and ensuring optimal staffing levels to enhance guest experiences during the event.

3. Las Vegas Science & Technology Festival

The Las Vegas Science & Technology Festival is Nevada's largest educational event, celebrating STEM through nine days of free, community-driven programming.

The 2025 festival ran from April 25th to May 3rd, culminating in the Giant Expo on May 3rd at the World Market Center.

This hands-on event features robotics demonstrations, fossil exhibits, interactive science experiments and on-stage entertainment, attracting nearly 10,000 attendees annually. Exhibitors include local museums, research institutions, universities and tech organizations, offering engaging experiences for families and students.

While the festival's family-oriented and local focus may not cause significant spikes in hotel prices, its timing during spring – a popular season for events in Las Vegas – can contribute to increased demand for accommodations.

Hotels near the World Market Center may experience higher occupancy rates during this period, so local hoteliers should monitor event calendars and, as above, consider flexible pricing strategies to accommodate potential fluctuations in demand.

4. WTM London

World Travel Market (WTM) London is one of the most influential events in the global travel and tourism industry.

Held annually at ExCeL London, the 2024 show took place from November 5th to 7th, attracting over 46,000 travel and hospitality professionals from 184 countries. The hospitality conference featured more than 4,000 exhibitors, including tourism boards, hotels, airlines and technology providers. Notably, 82% of attendees were international visitors, with many extending their stay in London beyond the event dates.

WTM London 2024 generated an estimated £200 million (€238 million) in economic impact through local spending on transportation, accommodation and leisure activities. 

While specific data on hotel pricing during the event is not publicly available, the significant influx of international attendees likely led to increased demand for accommodations, particularly near the ExCeL London venue.

Hoteliers in the area often experience higher occupancy rates during WTM, presenting opportunities to implement dynamic pricing strategies and enhance revenue.

5. ITB Berlin

Yes, it’s another travel and hospitality trade show but we couldn’t really omit ITB Berlin from this line-up.

Often seen as the world's leading trade show in its sector, it’s held annually at Messe Berlin in Germany. The 2025 edition, from March 4th to 6th, featured over 5,800 exhibitors from more than 170 countries, attracting approximately 100,000 attendees, including 1,300 senior buyers in the ITB Buyers Circle. The event showcases a wide range of sectors, including tourism boards, airlines, hotels, travel technology providers and cruise companies.

During ITB Berlin 2025, hotels in the city experienced significant occupancy increases, with rates reaching 92.1% over the three-day event – a 9.1 percentage point rise compared to the previous year. 

The first day saw occupancy rates as high as 98%. Additionally, average daily rates (ADR) surged, often 20–60% higher than regular March pricing, with some hotels near Messe Berlin charging two to four times their usual rates.

For hoteliers, ITB Berlin represents a prime opportunity to implement dynamic pricing strategies and optimize staffing to accommodate the influx of international guests, thereby maximizing revenue during this high-demand period.

How to attract trade show attendees and drive revenue

To maximize revenue from trade show attendees, you should adopt strategic approaches at your hotel.

Key tactics include implementing dynamic pricing to stay competitive, offering value-added amenities that enhance guest experience and investing in targeted marketing campaigns to boost visibility and drive direct bookings well ahead of event dates.

Let’s examine each of these initiatives in turn.

Implement dynamic pricing

Dynamic pricing is a strategy that promotes adjusting room rates in real time based on market demand, competitor pricing, local events and booking patterns.

For trade show periods – when demand often spikes – this approach helps hotels optimize revenue while staying competitively priced. Rather than relying on static rates, dynamic pricing allows you to respond to fluctuations as they happen, capturing higher revenue during peak times and remaining attractive during lulls.

Dynamic pricing software makes implementation seamless, analyzing real-time data to recommend or automate pricing changes, reducing manual effort and ensuring timely rate adjustments.

These tools factor in market demand as a result of events, forecasted occupancy and competitor pricing so you can maximize occupancy and ADR with minimal oversight.

Offer value adds

Offering value-added amenities and special offers is a powerful way to attract trade show attendees and increase hotel revenue.

When travelers are deciding where to stay during busy event periods, thoughtful perks can make your property stand out from the competition. These extras not only enhance guest satisfaction but encourage direct bookings and upsells.

For trade show attendees, convenience and comfort are key. Popular value adds include late check-in and check-out options to accommodate irregular schedules, shuttle services to and from the expo or trade show venues and complimentary Wi-Fi to support business needs. 

Suite upgrades or bundled packages such as breakfast included or discounted dining also appeal to attendees looking for a more comfortable stay.

Tailoring these offers to the specific event’s schedule and audience helps you build loyalty and capture more ancillary revenue, making value adds a win-win for both you and your guests.

Invest in targeted marketing

Targeted marketing campaigns are essential for boosting a hotel’s visibility among trade show attendees and driving direct bookings.

By focusing your marketing strategies on the right audience – such as exhibitors, attendees and event organizers – you can maximize your return on investment and avoid wasted spend on broad, unfocused advertising.

To start, you should identify your target audience based on the specific trade show’s attendee profile and geographic reach.

Campaigns ideally begin three to six months before the event, giving travelers ample time to plan and book, while digital channels like social media ads, search engine marketing and email campaigns tailored to event registrants or local business groups often yield the best results.

Partnerships with trade show organizers for official hotel listings or promotions can also increase exposure. And personalizing messages with event-specific offers and emphasizing proximity to the venue helps capture attention.

Well-executed targeted marketing not only boosts bookings but also builds lasting brand awareness in key business markets and emerging markets.

Find out how competitive market data helps hotels stay competitive

Data-driven insights are crucial for hotels preparing to capitalize on event-driven tourism.

Understanding market and industry trends, competitor pricing and demand patterns enables you to make informed decisions and optimize revenue.

Lighthouse is a powerful tool that provides real-time competitive market data, helping hotels anticipate demand spikes during major events and keep on top of the latest trends.

By leveraging Lighthouse and its latest technology, you can implement smarter pricing strategies, tailor offers and boost bookings, ensuring you stay ahead in a competitive market when major events bring a surge of visitors.