When I think about the most influential voices in my career, there is one common thread: They are all women. Carolyn Clark took a chance on me shortly after I graduated from college before eventually hiring me at PCMA. Michelle Russell taught me the difference between developing “content” and crafting a meaningful narrative at Convene. And Deborah Sexton taught me how to be serious about innovation without taking myself too seriously.
Despite these personal role models, the reality is that getting a coveted seat at the table is insanely difficult for women in the events industry. In fact, only 16% of the industry’s senior-level titles are occupied by women, according to research from IBTM. Skift Meetings’ Andrea Doyle digs into the problem with insights from our recent webinar. Head below for the full recap of the conversation with Monique Ruff-Bell, chief program and strategy officer at TED, and Elaine Lou Cartas, a business and executive coach. Plus, we have the full rundown on the biggest 2027 dates in the industry and a look at how Vendelux is reframing the value of event participation. — David McMillin
DON’T MISS OUT
The people who shaped your career were rarely the ones running the show. They were the ones who taught you how.
The 2026 agenda includes Own Your Ascent, a session on the deliberate moves senior planners make to build careers as business leaders, alongside voices from Time, FIFA World Cup 26, and MathWorks. September 22 at the Javits Center.
WEBINAR
Did you miss last week’s webinar? No worries. We’ve got you covered with a free on-demand recording featuring insights from Elaine Lou Cartas and Monique Ruff-Bell on how to accelerate women leaders in the industry.
Sponsored by Visit Atlantic City.
FEATURED STORIES
The Case for Treating Events Like a Sales Pipeline
by Andrea Doyle
Event budgets are one of the least accountable lines in marketing spend, and that's getting harder to defend as budgets tighten. Vendelux’s bet is to borrow the discipline sales teams already run on — a system of record — and apply it to deciding which events are worth showing up to.
Skift Meetings’ 2027 Global Meetings Industry Events Calendar
by Barbara Scofidio
If travel budget requests are due soon, this is the list to count on.
Why Aren’t More Women Seen as Business Leaders in the Meetings Industry?
by Andrea Doyle
The events industry doesn’t have a talent problem among women. It has a nobody’s-vouching-for-them problem.
WORTH YOUR TIME
Five things worth your time today.
Prepare for the demise of the gold-silver-bronze approach to selling event sponsorships.
Learn how LA’s convention center expansion is attracting bigger piece of business.
Find out why airlines and hoteliers have their eyes on an under-the-radar Caribbean island.**
Update your contract to better reflect the potential damages if a hotel decides to walk away from your program.
Protect your attendees and your organization with these conference safety guidelines.
** A sponsored message from Pure Grenada.
SKIFT PICK: TRANSLATING TRAVEL TRENDS FOR MEETINGS
A Florida Resort Cut Its Group Business in Half. It Also More Than Doubled the Rate.
When The Boca Raton dropped the Waldorf Astoria name in 2021, it walked away from the loyalty program, reservations tech, and group sales machine that come with a big brand. It’s a risky move, but Skift’s Sean O’Neill points out that it paid off in a big way — as in an average daily rate jumping from approximately $390 before the pandemic to $980 today. It’s doing it all with a significantly lower reliance on group business.
If you’ve booked a marquee resort before and found the block harder to fill, the dates less flexible, or the rate less negotiable than it used to be, you may be watching ownership deliberately rebalance the mix away from group business. The shift is worth factoring into your RFP timeline for in-demand properties that may be holding out hope that more of their rooms are going to go to some of those high-end super-spenders instead of your group. Book further out, and keep a backup destination in your back pocket.
Great events are built on strategy, innovation, and the right resources. The Skift Meetings Toolkit is your go-to hub for best practices in managing meetings and events.
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