Thanks to expanded air coverage by JetBlue, Southwest, and other discount carriers, second-tier destinations are growing in meetings appeal, say both planners and suppliers in these markets.
In Myrtle Beach, SC, traditionally a drive-to market, "low-cost airlines like AirTran, Hooters, and Spirit are helping us gain favor with planners who may not have had us on their radar screen before," says Stephen Greene, spokesperson for the Myrtle Beach Area Convention and Visitors Bureau.
The phenomenon is transforming site selection. "The philosophy used to be 'the more accessible, the better,' ruling out second-tier [cities] for many," says M. Rachel Porter, president of corporate and association events for The Porter Event in Chapel Hill, NC. "But low-cost carriers have opened these destinations up, plus they tend to be a more pleasant trip." And with more cheap flights to second-tier places like Baltimore or Long Beach, CA, that lie near top-tier cities, the latter become more attractive too, notes Dan Meister, president of Meister Meeting Services in Boca Raton, FL.
Still, these flights don't work for everyone. Caprice Caster, manager of meetings and special events for the National Cable Television Cooperative Cooperative, in Lenexa, KS, recently used Southwest as her preferred airline, with mixed results. "My attendees come from all over the country and Southwest doesn't cover a lot of destinations," she explains. On the other hand, "it's great for people who want to get out of second-tier cities."