Five Effective Methods on How to Prepare for Increased Bookings for a Major Event

By Paul van Meerendonk Director of Advisory Services, IDeaS Revenue Solutions | November 17, 2014

Without a proper level of planning prior to an actual event, hoteliers may find themselves overwhelmed by the patronage they experience when the event begins. Similarly, without effective marketing and sales strategies in place in the lead up to the actual event, hoteliers may find they do not reach their full patronage potential that they had originally hoped for.

While there is always a great deal of excitement and high expectations in the hotel community when an event approaches, there is also a high degree of uncertainty around what strategies will be most effective. A major event, such as a major sporting event or a cultural festival can assist in delivering a hotel property financial stability for some time into the future. So preparing for the event period adequately should be an important priority for all hoteliers.

By following the below five methods, hoteliers can be confident that during the period of the major event they will be able to achieve their overall revenue potential and assist in the deliverance of a successful event.

1. Minimum length of stay

Over the course of the event period, hoteliers throughout the relevant city or country are encouraged to enforce minimum length of stay of requirement. This will encourage longer booking periods and will have a positive impact on occupancy levels throughout the area.

The length of stay requirements imposed by hoteliers would need to differ according to the event that was being held. With a major event such as the Olympic Games presenting a very different scenario to that of a Formula One Grand Prix. This is due to the length of which they run and the amount of patronage they normally generate.

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.