Since joining Maritz in 2011, President and CEO David Peckinpaugh has led the company through significant growth. 2024 has been another banner year for the St. Louis-based private company, which provides registration, housing, sourcing, contracting, event management, and exhibitor services for some of the largest U.S. trade shows and business events around the globe. In July, Maritz acquired Convention Data Services (CDS) from Freeman, creating one of the largest registration providers in the U.S.  

What’s trending for the company in Q4? In a recent interview, Peckinpaugh shared valuable insights into the trends and developments that are shaping the events industry today. As sustainability takes center stage and technological advancements like AI continue to evolve, the 30-year hospitality industry veteran dishes on the company’s strategic initiatives and investments.

Here are some six takeaways from the conversation. Watch or listen to our full interview here.

1. Sustainability as a Business Imperative. Sustainability has transitioned from being a "nice-to-have" to a critical business requirement. Maritz is at the forefront of this shift, emphasizing the importance of meeting strict sustainability criteria. “We've made a carbon commitment for 2050,” he said. “We're in the science-based target initiatives, as well. We're constantly working to increase that score because our clients are increasing the demands on us.” With sustainability becoming a common demand, Maritz has committed to two certification programs like EcoVadis and CDP to meet industry standards and client expectations.

2. The Impact of Inflation on Costs. Inflation still poses challenges, but signs of slowing offer some relief. Event professionals are feeling budgetary pressures as costs associated with hotels, travel, and supply chains remain high. The focus lies on innovation and strategic planning to navigate these cost challenges effectively. “It puts a lot of stress on our planners and our customers,” he said. “You can't do what you've always done on the same budget, and that's what they're being asked to do.”

3. Integrating AI for Enhanced Event Experiences. AI is a buzzword transforming the events industry. Maritz is actively investing in AI to better manage registration, lead retrieval, and more. With a dedicated AI practice and multiple proofs of concept in development, Maritz aims to enhance client interaction and streamline operations.

4. Cybersecurity: A Persistent Priority. Data security remains paramount, as exemplified by recent industry outages. Maritz has a robust cybersecurity framework and a dedicated team to protect client data. Awareness initiatives, like their Cybersecurity Awareness Month, ensure employees are up to date on best practices. “We've had to have a very robust cybersecurity practice for years,” he said. “We've got over a dozen full time people who are just dedicated to cybersecurity.”

5. Strategic Acquisitions and Growth. Maritz's acquisition of CDS bolsters its presence in the trade show space. The integration focuses on leveraging the strengths of both entities to enhance client offerings and reinforce Maritz's commitment to the events sector. The acquisition included about 230 individuals who were added to the Maritz team, and Darren Phalen who was the president at CDS is COO of registration and lead-retrieval at Maritz, Peckinpaugh told us.

Related: Maritz CEO David Peckinpaugh Talks CDS Acquisition and More

6. Investing in the Future of Event Technology. Maritz continues to invest in state-of-the-art tools, like AI, to stay ahead in the trade show sector. By partnering with technology firms and developing in-house capabilities, Maritz positions itself as a leader, ready to support the evolving needs of event organizers. For example, Maritz has been testing use cases around a digital registration concierge, managing housing inventory and event accounting.