If you’re in the hospitality industry, your business depends upon your ability to attract clients to your hotel or event space. Globally, the hotel industry was forecasted to generate $550 billion in 2016, yet the average US hotel maintained only 54.1 percent occupancy rate during 2017. That’s just one reason it’s become essential for hotels to focus on event hosting.
According to the American Express 2018 Global Meetings and Events Forecast, B2B events are becoming more popular across the country. It seems only natural that many hotels are interested in hosting expos and trade shows, conferences, and corporate meetings to boost both their branding and their revenue.
And then, of course, you have milestone life events to consider. The wedding industry can be extremely lucrative. American couples spent an average of $35,329 on their weddings in 2016. Considering that WeddingWire’s 2018 Newlywed Report found that 80 percent of couples agreed that their venue was the top priority when hiring vendors, it’s no wonder that hoteliers are looking for ways to get in on the action.
If you want to become the destination for events in your area, you’ll have to do more than appeal to the average business owner or betrothed couple. You’ll actually need to entice event planners through the provision of certain incentives. Because the employment of event, meeting, and convention planners is poised to grow by 11 percent from 2016 to 2026, the attraction of these professionals may hold the key to the success of your business. Here are some ideas that can help your event space stand out to the right people.
Provide reliable Wi-Fi
In today’s constantly connected world, having dependable wireless internet throughout your hotel is a must. That’s especially true for event planners, whose ability to deliver on promises to their clients can be severely affected if the Wi-Fi is slow or inconsistent. According to a 2015 report, the demand for connectivity during conferences and conventions can extend far beyond what a given hotel thinks is necessary. From tablets and wearables to video consumption and IoT, it’s critical to increase your bandwidth. Event planners don’t want to merely confirm you can offer Wi-Fi; they often want to know what kind you have. Some planners will even request that on-site Wi-Fi capacity assessments be performed before agreeing to work with a venue. Investing in your Wi-Fi network will likely impress planners whose clients are technologically savvy.
Use Social Media
Planners will typically use social media to find vendors and promote their events. You’ll be more likely to pique their interest if you have an active and attractive social media presence. If you have high-quality images of your event space and video tours on your website and social media channels, that’ll help them imagine the possibilities for your venue. You should also be happy to share how others have transformed the space to make it their own and to connect with your audience on these platforms. Offering to help planners by offering live streaming capabilities and by promoting their events on your own channels won’t hurt, either. Not only can this attract new interest, but it can also persuade planners who have worked with you previously to keep coming back.
Offer Accurate Estimates
If you’ve ever doubted that honesty is the best policy, you might want to reconsider. The more up-front you are about the costs a planner will incur, the better they can plan ahead. When vendors aren’t precise about the estimated costs associated with hotel suppliers and other considerations typically outlined in a proposal, issues can occur down the road. Surprise expenses can force a planner to spring unwelcome news on their client. As a result, they probably won’t want to work with you again or recommend you to a colleague. Understanding what goes into price psychology can help you to soften the blow without being dishonest. The bottom line is that you need to be as forthcoming as possible in regards to costs. No one wants to find out their budget was blown without their knowledge.
Whether your aim is to fill your hotel’s calendar with corporate events or with wedding celebrations, it’s necessary to focus your energy on attracting the event planner first. If you keep these tips in mind, you should be able to set your hotel apart from the competition and impress the VIPs (that’s Very Important Planners) operating in your area.
