Bringing more value, accountability, and opportunity to help your business get things done.
ABA Marketplace has always been the place where relationships are built, business gets done, and the future of bus and group travel comes into focus. For 2027, ABA is building on that foundation with a clear goal: deliver more value and stronger ROI for every delegate who comes to Calgary.
That work is already underway. ABA has re-established the Marketplace Advisory Committee, led by Stephanie Brooks, and brought together members from across the bus and group travel industry who understand exactly what Marketplace is meant to do: create meaningful connections that drive real business results. Using delegate survey feedback, reviewing historical performance, and working closely with the ABA team, the committee has helped shape a smarter, more valuable Marketplace experience centered on stronger networking, greater accountability, and better outcomes.
That matters because Marketplace continues to prove its business value in measurable terms. An independent post-event analysis found that Marketplace generated an estimated $124.9 million in total sales-based transaction activity, including $49.0 million in business booked directly at the event and $75.9 million in anticipated future business tied to Marketplace connections and appointments. The report also reinforces that Marketplace is not just a place for immediate transactions, but a catalyst for long-term pipeline development across the industry.
With that as the backdrop, ABA is making several important improvements for 2027.
One of the biggest changes is a renewed focus on the quality of appointments. The core of Marketplace will remain the business floor, but ABA has implemented stronger buyer accountability measures designed to protect the quality of appointments and improve results for sellers. We’ve updated our standards and no-show policies to reduce cancellations, improve attendance, and strengthen the environment delegates expect.
ABA is also improving how delegates prepare before they ever arrive onsite. Required online profiles during registration will create a more accurate delegate database, support better appointment planning, and improve lead generation for buyers and sellers alike. Better information should lead to better matches, more relevant conversations, and stronger ROI.
The appointment experience itself is also being refined. Marketplace 2027 will feature a more balanced schedule, with appointment days shortened by roughly 30 minutes to reduce fatigue and improve engagement. The objective is simple: fewer rushed interactions and more meaningful conversations that can turn into lasting partnerships.
Networking is also getting a boost. One of the most exciting additions is Tuesday morning’s new Coffee & Connections event, which will bring buyers and sellers together in a single morning experience on the show floor. Moving that energy out of the ballroom and onto the floor is designed to create more organic interaction, increase visibility for sponsors and exhibits, and help delegates make new connections in a more relaxed setting.
Beyond the business floor, ABA is continuing to expand the broader value of Marketplace. In Calgary, bus operators can expect enhanced advocacy, marketing, and safety programming, along with more content focused on operational performance, training, compliance, and building a stronger culture of safety. Expanded education will also serve a wider range of professionals, including C-suite leaders, HR and operations teams, scheduled service professionals, and emerging workforce segments. This broader content strategy reflects ABA’s commitment to delivering practical value delegates can take home and apply immediately.
ABA is also simplifying participation for exhibitors with new bundled exhibit options that combine booth space and registrations into a single purchase, making budgeting and registration easier. And, as part of our effort to protect long-term delegate value, the Association has introduced policy updates tied to host hotel participation and registration structure. Those changes are meant to support continued investment in education, networking, and industry programming while helping preserve discounted rates and the event’s overall strength.
Calgary adds another layer of significance. As ABA has framed it, bringing Marketplace to Calgary is more than a location change; it is a meaningful opportunity to reinforce cross-border connection and demonstrate the importance of U.S.-Canada partnership to the future of group travel.
Marketplace 2027 is not about changing what makes the event successful. It is about making a strong event even stronger. Better appointments. Better networking. Better preparation. Better programming. And, ultimately, better results for the people and companies who invest in being there.