Meetings & Incentives

The Meetings and Incentives Marketplace is Big, Growing, and Difficult to Reach and Influence.

The 205 million attendees who participate in meetings contribute $907 billion in total U.S. economic activity through direct and indirect spending. $60 billion in U.S. labor income is directly generated by the meetings industry resulting from sectors including Food and Beverage, Accommodations, Transportation, Recreation/Entertainment, Retail, Travel Services, and more. Meetings and events contribute more to the GDP than the air transportation, motion picture, sound recording, performing arts and the spectator sport industries. Combined direct, indirect and induced effects of the meeting industry to GDP totals $393 billion. Per the U.S. Bureau of Labor Statistics, the meeting, convention and event planner profession is projected to grow 33% from 2012-2022, which is much faster than the average growth of all occupations (11%). Travel for all meetings, events and incentive programs accounted for $103 billion of all business travel spending in the U.S. in 2012.

SOURCE: PricewaterhouseCoopers LLP for the Convention Industry Council

Additionally, 84% of U.S. businesses use some form of non-cash incentive awards, which includes incentive travel, merchandise, gift cards, and award points. In 2015, they spent $90 billion--$14.4 billion towards incentive travel; $75.6 billion towards awards points, merchandise, and gift cards--in programs targeting four groups: sales staff, channel partners, all-employee programs, and customers.

SOURCE: 2016 "Incentive Marketplace Estimate Research Study" Incentive Federation



The Industry Leader for Highly Influential, Hard-to-Reach Audiences

Northstar Meetings Group is the leading B-to-B information and marketing solutions company serving all segments of the business meetings, events, and incentives market, including full-time and part-time meeting planners, as well as senior corporate, association, and not-for-profit decision-makers, and incentive professionals, facilitating their professional development and achievement of business goals.

Our influential brands—Meetings & Conventions, Successful Meetings, Meeting News, and Incentive— and exclusive partnerships—MeetingMentor and MeetingLists.com—currently serve over 200,000 active meeting planners and incentive professionals, across an integrated suite of data, digital, events, and print products.

Our mission is to identify and engage meetings and incentive professionals across all industries, to facilitate their continuing professional development, and provide access to the resources and services they need at every step of their planning process.


1.83 million corporate meetings, conventions, trade shows, and incentive programs were held in 2014, contributing $393 billion to GDP*

Hosted-Buyer Events

Where Meetings Business Gets Done

Northstar Meetings Group’s boutique hosted-buyer events connect vetted buyers with the suppliers they need to plan and execute successful meetings and incentive programs. All qualified buyers are fully vetted and hosted by us—including airfare, accommodations, hotel, meals, and scheduled networking activities.

During each event, buyers connect with suppliers in pre-scheduled meetings, educational sessions, and experiential activities that highlight the unique qualities of each destination.

In 2016, our hosted-buyer events attracted a diverse group of meetings and incentive planners, generating immediate results.

  • 72% of buyers had business to book within the next 12 months
  • 86% supplied at least one RFP within 6 months after the event
  • 41% supplied at least one RFP during the event
  • 58% were not members of any industry organization

For information on our upcoming events, visit http://events.northstarmeetingsgroup.com


Engaging Audience Across Multiple Channels

EMAIL — Our suite of newsletters offer a curated mix of insightful content and resources to distinct audiences, while our partner messages present timely, highly targeted promotions that align with their interests and needs.

ONLINE — Our websites, webcasts, comprehensive facilities database, and interactive platforms are essential hubs of information and resources planners and incentive professionals rely on to catch up on the latest news, research suppliers, and support their planning and investment decisions.

VIDEO — Our video programming ranges from on-demand professional development courses to 30-second insightful data points, along with a varied mix of exclusive editorial profiles of the most influential people and desirable destinations in the industry.

SOCIAL — Our monthly Twitter chats feature real-time conversation and engagement with experts and thought leaders around critical issues of the day.



Northstar’s unified, extensive, and deep AudienceInsights database is comprised of planners and incentive professionals who rely on our print, digital, and events services for information to inform their planning and buying decisions. Past and current data combined with predictive analytics are utilized to optimize access to Northstar’s products and services, as well as those of our marketing partners.Our custom programs leverage this robust CRM tool and 400K+ data records - including meeting planners, meeting owners, and incentive buyers - aligning highly targeted audience profiles with your business goals.