Boutique and Independents Can Gain More Group Meeting Business
By Diego Lowenstein CEO, Lionstone Development | September 04, 2016
More and more, smaller independent hotels striving for success in the group meeting business find out they're not truly on their own. Vying for this business remains highly competitive. Some strategies, however, can increase their chances to attract, impress and retain a significant amount of group meeting business.
When you're responsible for a lifestyle or boutique hotel's success, go with your strengths. Be unique and distinctive, target a niche in your community, and emphasize how you offer guests a truly different and memorable experience.
That's not to say it's easy. Successfully booking group sales at an independent hotel relies less on sheer volume and more on savviness. Importantly, avoid trying to compete directly against the large-group reliant and convention hotels for the same business in your city or town. You're less likely to succeed.
As CEO of Lionstone Development, I oversee a range of hotel properties that include both large and smaller unique hotels. In boutique hotels, we like focused group business, even if we are not able to target convention goers directly, as these larger city-wide events generally boost all hotel occupancies in the area and might allow to compete for smaller group business present at the same time. But success goes way beyond any indirect gain from proximity to a convention center.
Know Your Place and Fill Your Space
Independent properties can take some business from a prototypical group hotel like Marriott, Hilton or a Sheratons, but only if they adopt some effective strategies to remain distinctive and competitive.
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