Article - Small Meetings: How to Sell Them and Why is This Big Business? - By Isabel Garza - Personalization is a buzzword in nearly every industry - retail, healthcare, food, hospitality, and more. Consumers want prompt and customized attention to all of their needs, which has created a shift in the industry to smaller meetings and events. While many venues weren’t marketing directly to smaller groups or never tried to sell small meeting space, this market segment is becoming big business.