Encouraging conference attendees to book inside the group’s room block helps meet financial demands on both sides of the equation. Half of U.S. conference goers, however, will book however they like.

New research from Kalibri Labs, Prism Advisory Group, PCMA Foundation, Hilton, and NYC & Company shows that just under half of conference guests regularly book a room from an event’s hotel block. Those who don’t have a variety of reasons for booking elsewhere.

With group business for U.S. hotels slated to decline slightly over the next two years, event organizers would do well to bolster marketing promotion of block perks and reduced rates for conference attendees.