Travel industry executives harbor significant doubts about conference spending. A Skift survey of over 1,000 travel professionals, including founders and commercial heads, reveals mounting skepticism about whether conferences justify their costs.

The findings reflect a broader shift in how the travel industry allocates marketing and professional development budgets. Conference attendance remains expensive. Registration fees alone range from $500 to $3,000 for regional events, with international conferences like ITB Berlin or World Travel Market London commanding $2,000 to $5,000 per person. Add airfare, hotel stays, and meals, and a single conference quickly reaches $4,000 to $10,000 per attendee.

Respondents questioned the tangible returns. Many executives struggle to demonstrate ROI from conference participation. Lead generation proves inconsistent. Networking benefits depend heavily on the event's caliber and attendee quality. Several participants noted that virtual alternatives now deliver comparable value at fraction of the cost.

The timing proves sensitive. Travel companies face margin pressures from rising operational costs, inflation, and labor shortages. Airlines, hotel chains, and tour operators have trimmed discretionary spending. Even mid-sized travel tech firms scrutinize every expense. This environment makes defending a $50,000 annual conference budget to boards and investors increasingly difficult.

Notably, executives still see value in selective attendance. Niche conferences targeting specific segments, such as adventure travel operators or luxury hospitality professionals, generate stronger engagement than massive general-industry events. Regional conferences draw higher ROI than international affairs requiring long-haul travel.

The survey signals travel industry consolidation around fewer, higher-impact events. Conference organizers face pressure to prove value through better matchmaking between buyers and sellers, curated networking sessions, and concrete business outcomes. Companies like Skift itself increasingly rely on smaller roundtables and virtual briefings alongside traditional conferences.

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