When event planners map out their next big conference or retreat, venue selection for meetings and events often begins with one non-negotiable filter: “close to the airport.”

But Mousumi Johnson, Director of Global Accounts at Benchmark Resorts & Hotels by Pyramid Global Hospitality, challenges that default setting.

“While it’s beneficial for the out-of-town attendees,” she says, “it often overshadows other elements that can determine the success of the meeting itself and the experience for the attendees.”

In other words, shaving 20 minutes off travel time might be the least important thing about your next venue decision.

Let’s unpack why “closer” isn’t always smarter and why the ride might actually be the hidden superpower of your next event.

When Convenience Comes at a Cost

This is where venue selection for meetings and events can quietly drift from strategic to habitual.

It looks good on paper: 10 minutes from baggage claim to ballroom. But Johnson points out that convenience often carries hidden trade-offs.

“There are other variables to factor in…congestion from point A to point B, stop-and-go traffic,” she explains. You might be technically “close,” but if your attendees spend that time crawling past billboards and brake lights, the vibe is already off.

Not to mention the cost. Venues near major airports tend to charge a premium—higher rental fees, jacked-up guest room rates, and limited flexibility. You’re paying for location, not experience.

“Being closer to an airport may come with a higher price tag,” Johnson says. And for what? A view of the terminal and the low drone of jet engines?

The Ambiance You Can’t Uber To

Here’s the part most planners underestimate: the venue’s ambiance. That elusive quality that makes attendees remember the feel of your event.

“Being closer to major airports may lack the unique appeal, the local flavor,” says Johnson.

Translation? You’re likely swapping character for convenience.

Think about it. Would you rather be in a beige convention hall near gate C17, or arrive at a venue nestled in the mountains, overlooking a river, or tucked into a buzzing arts district that actually reflects the city’s soul?

If you want attendees to actually want to be there—and post about it while they are—it might be worth veering off the flight path.

Travel as a Built-In Buzz Generator

Now let’s talk about turning the journey into a win, not a hurdle.

Johnson reframes travel time as something that doesn’t just support the event—it is the event.

“The travel experience can transform an ordinary meeting into something memorable, immersive, and value-driven,” she explains. Once the destination is announced, anticipation builds. “It creates an escape,” she says, “making the trip rewarding for them versus an obligation.”

Attendees become more than just names on a lanyard; they turn into excited advocates. “You’re creating shareable moments, generating organic word-of-mouth marketing, social media coverage,” Johnson adds. In short: if it’s beautiful, different, and feels like a real getaway, people will talk about it.

And let’s not forget the planner perks: more motivated registrants, higher retention, and a venue that becomes part of your brand story.

But… What About the Long Drive?

Let’s address the elephant in the Escalade: yes, longer drives exist.

But Johnson’s answer? Own it.

“Be transparent,” she advises. “Address the drive, the time it’s going to take, and offer practical solutions.” Think: dedicated round-trip transportation, curated playlists, maybe even games en route.

Most importantly: “Highlight the scenic route. The journey becomes part of the event itself.”

This isn’t about apologizing for a longer commute. It’s about making it part of the magic. Think welcome bags on the bus, conversation starters, and a coffee-and-photo stop at a scenic overlook.

That’s how you turn “three hours from the airport” into a shared memory.

Case Study: Bend It Like Bend, Oregon

Need proof? Johnson shares a favorite win: a multi-day event hosted at The Riverhouse Lodge on the Deschutes River in Bend, Oregon.

Yes, it’s a three-hour drive from Portland’s airport. But attendees weren’t grumbling. Why? Because Johnson’s team owned the journey.

“You arrange transportation. Deep conversations evolve during that ride,” she says. Bonus move: stop at Mount Hood along the way. “You’ll be blown away.”

That stop wasn’t a detour—it was a feature. And it paid off in unforgettable photos, deeper attendee connections, and an overall event experience that stuck.

Don’t Just Land. Arrive.

The next time you’re scoping out venues, don’t be so quick to filter by distance to the airport. Instead, think big picture:

• Will attendees feel like they’re escaping the daily grind?

• Does the location create social-worthy moments?

• Can the travel time become part of the story?

Because the right venue isn’t just about getting there fast, it’s about making sure that being there matters.

As Johnson puts it: “Will you choose a destination closer to the airport, or are you going to go the extra mile in search of that wow factor?”

We know which one your attendees will remember.

Ready to Take the Scenic Route?

If you’re tired of sacrificing atmosphere for airport access, let’s talk. We’ll help you find the destination that makes the journey worth it, and the event unforgettable.

Contact our team to explore venue options that bring the wow factor (and maybe a mountain view).

Let’s plan something people will actually want to post about.