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HOTEL BUSINESS REVIEW

SEPTEMBER FOCUS: Hotel Group Meetings

 

The Rise of Generation C and Small Meetings

A New Buyer Persona

By Charles de Gaspe Beaubien President & CEO, Groupize Solutions | September 2016

According to Google Research, Generation C is a powerful new force in consumer culture. It's a category of people who care deeply about creation, curation, connection, and community. It's not an age group; it's an attitude and mindset. Brands that take the time to understand Generation C and better engage with them will find a willing and influential audience. For this new group of consumers, the internet no longer sits behind a screen – it’s a way of life - engaging with technology whenever they want. Gen C wants access to goods and services from all their devices in the fewest possible clicks. Archaic hotel mindsets will ensure some properties will never even be considered by today’s buyer. In the past several years, there has been a distinct shift toward smaller meetings - yet this is one area in which technology has not kept up with the times or the expectations of the buyers. According to Skift’s “Megatrends of 2015,” the events and conferences industry is going through a “creative renaissance” with the “the rise of new technologies affecting every stage of the event planning process.” While Skift references South by Southwest (SXSW) and TED/TEDx—massive conferences seemingly intent upon reshaping the landscape—why are we not giving the same attention to small meetings? As an aggregate, small groups and meetings represent a significant market opportunity. In the US alone, two-thirds of all meetings have 50 participants or fewer representing a $124 billion industry. This breakdown of the market by number of attendees illustrates a striking realignment that has occurred in the corporate meetings landscape. Day meetings alone are a $10B industry, with one meeting easily generating $5-6K for a hotel. Many of the largest meetings have become medium size; medium-size meetings have moved toward smaller; and, in many cases, small meetings are now staying on-site or going 'virtual'. It is this small meeting segment that presents the biggest opportunity for the hotels and the greatest challenges to the planners. The traditional booking and management processes for smaller groups and meetings is hampered by numerous manual steps. Small, simple meetings where options have become commoditized are more appropriate for automation than are larger groups with needs beyond a meeting room, break-out room, simple catering and limited audio-visual requirements. A common challenge in small meetings is the cost and complexity involved in managing the reservation process. With these groups, significant time savings can be achieved by the planner but out of date hotel processes do not facilitate the savings of time or money. **Generation C — Connected, Communicating, Content-Centric, Computerized, Community-Oriented, Always Clicking.** The deconstruction of the traditional conference and the innovation in event technology are part and parcel to the rise of the most connected workforce the world has ever seen: Generation C. While Generation C includes millennials, it is not confined to them. Generation C is psychographic. Google states that 65 percent are under 35, but they span the generations, empowered by technology to search out authentic content that they consume across all platforms and all screens, whenever and wherever they want. One in three workers in the U.S. is under 35, what hotel can afford to alienate more than 30 percent of their potential customers? It is worth reiterating that Generation C expects the ability to make arrangements online. A hotel’s ability to deliver online reservations not only meets their expectations but also assures them that your property is capable of handling their technological needs when they are on-site. Take this a step further and offer packages for various small meetings that can be reserved with just a few clicks. Moreover, if a meeting is booked by phone, offer the planner the ability to book and manage a room block of sleeping rooms online. The ability to handle event details virtually via a responsive app that works on any device is critical. The Gen C planner should be able to open it, make requests to the hotel sales manager, and communicate with attendees in one easy-to-use platform. Part of doing business with this innovative workforce is doing things differently. It is one of the ways they prove themselves to their colleagues. Offer progressive meetings, such as green meetings, or design a virtual interface meeting plan aimed at small meetings that will have remote employees or clients joining. Defined by the fluidity of people and technology, they have a new way of interacting with devices and handling both business relationships and processes. More than 28 percent of their time is spent online with much of it on mobile devices, and PwC’s “Millennials at Work” reports that 41 percent say they prefer electronic communication to in-person or phone contact, and three-quarters believe that access to technology makes them more effective. Need a more compelling reason to engage with Generation C? Recent studies report that 80 percent of small meetings are unmanaged. This means that the planning of those meetings lands with managers, admins, and assistants—staff that is made up largely of Generation C. To capture these small meetings, hotels must take a cue from the renaissance happening in the events industry and innovate for this new generation. Ensure your hotel offers the technology they need—and then be clear that you have it. At least one high-tech meeting space is a plus. At the very minimum, Gen C wants to know they can plug in multiple devices with ease, including docking stations; Skype with remote staff without interruptions or grainy pictures; and give multimedia presentations on the fly and without lag time. Tech Interfaces with hotel staff are expected. A big plus for Generation C is to offer digital communication not just before but also during small meetings. Allow them to stay focused on important issues by providing text service for requesting water, snacks, technical assistance, or making group dinner reservations. Mobile check-in and checkout are a plus for overnight meetings. The convenience of online shopping must be adapted to the new generation of occasional and professional meeting planners. They are part of the ‘now generation’ and want to do everything online, from shopping for facilities to booking and communicating their needs. According to a study by the Professional Convention Management Association, 71 percent of meeting planners and attendees like online communication, and 81 percent consider themselves technologically savvy. Ultimately, these men and women have embraced a fast-paced and efficient system and do not like to spend hours on a site hashing out options. Meeting the needs of the ‘now generation’ planners involves establishing online communication, in addition to offering small and intimate meeting settings. These are technologically savvy customer groups who like environmentally-friendly, green approaches to both marketing and physical event settings. This means it is essential to offer virtual and electronic materials and communication via text messaging, Internet chat and email channels instead of outdated hard copies. If you think this is not happening in your hotel, check again. Try to book a simple meeting at your hotel. How long does it take to find availability and rates? The process is typically tedious and takes hours to accomplish. While executives rely on assistants and planners to take care of the details, do they understand the process still lacks efficiency and convenience? Many think those days are long gone now that you can easily book a few rooms online from your computer, tablet or phone– but what about if you want more than four rooms, meeting spaces or events? Well, it may be hard to imagine, but those requests are still handled the ‘old school’ way with forms, phone calls and emails. However, times are finally changing, and the self-serve revolution is here. Hotels are now making the commitment to improve the experience of booking small meetings and groups at their hotels to capitalize on this profitable customer base and meet the demands of Generation C buyers and millennial travelers, ease the RFP lead fatigue on sales managers and reduce costly dependencies on 3rd parties. **The Future is Here** - Self-Booking Tools - If the responsibility of sourcing smaller meetings lies within admins or sales departments, let’s give them self-service tools that will allow for direct communication with the hotels while having enough visibility and discipline to control a significant area of spend for the corporation. Industry leaders from Travel Management Companies anticipate that by 2018 90% of all booking tools will be self-booking. - Better Payment Options - Payments for Meetings and Events (M&E) often fall outside standard payment processes, which can lead to inefficiencies and nonstandard procedures, wasting your employees’ time and costing the company money. Meeting Card solutions help eliminate waste by optimally capturing all of your M&E expenses. From cards in-hand to virtual payment options, meeting card solutions provide the flexibility and controls needed to accommodate a meeting of two or two hundred with confidence and ease – all while helping to keep everyone on a budget. Meeting cards provide efficiency and cost savings at every step of the meeting management process. Premium tools provide the right data and controls to help lower event-related costs and enforce pre-allocated meeting budgets, as well as reduce your reconciliation workload. **Registration Tools Designed for Small Meetings** The meeting and event technology ecosystem has evolved into a very sophisticated offering of tools that satisfy very specific needs. Registration has been the foundation of this evolution, but it seems to have lost the crucial role it had in the past. Problems with current registration systems: - Too expensive - Too hard to set up - Doesn’t handle sleeping rooms and travel arrangements - Too much functionality that is not necessary for small meetings - Not integrated into Expense Management Systems Furthermore, according to a survey in The Good Registration Guide 2015 by Event Manager Blog: - 21% of respondents do not use any registration software, manual forms and spreadsheets are still preferred by a large chunk of the industry. - Top 3 reasons causing frustrations with registration platforms are; lack of functionality, high fees and how time-consuming the setup can be. - Binders seem to be a thing of the past while 1 in 5 event professionals prefer tablets to manage the attendee registration flow. - Registration apps and tools are one of the most popular integrations professionals demand. In your next sales meeting, benchmark your current online tools. Listen to the voicemail messages of all your sales managers. If their greeting does not even provide an email address to contact them - then maybe you will understand why all of today’s buyers are so frustrated…not just Generation C. It is time for hotels to embrace this new age of communication and to change the way they market to the modern, tech-savvy occasional meeting planner. Tens of millions make up the connected generation, and it’s important to cater to their needs and expectations. By giving them the ability to self-serve and engage with you easily on their preferred channels, hotels can enjoy a significant boost to their bottom line.

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In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

Florence Quinn Social Media Landscape for Hotels: In-House Vs. Outsourcing Perspectives
  • By Florence Quinn, President & Founder, Quinn PR

    • In the dynamic landscape of the hospitality industry, the role of social-media management has become increasingly pivotal. Hotels face a critical decision when it comes to crafting their digital presence: Should they handle their social media internally or entrust the task to external agencies? This article delves into the perspectives of six industry professionals, each offering unique insights into the advantages and drawbacks of both in-house and outsourced social-media management.Mauri Berry, vice president of marketing & digital strategy, Remington Hospitality: Bringing Social Media In-housePros of In-house: Managing a staggering 130 properties, Remington Hospitality is shifting from outsourcing to in-house social-media...

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Derek De Salvia 4 Ways Hospitality Companies Can Build Genuine Traveler Loyalty in 2025
  • By Derek De Salvia, Executive VP & Chief Customer Officer, Hilton Grand Vacations

    • The travel industry is on the cusp of a major transformation, and in 2025, it’s critical for vacation companies to understand shifting customers’ expectations. To stay ahead, brands must build deeper, more meaningful relationships with their customers. This significant change is being driven by younger generations — Millennials, Gen Z and Gen Alpha — who are reshaping the way we think about vacation. These generations place a premium on personalization, purpose and authenticity. They want to travel in ways that reflect their values and identities, whether that means taking a wellness retreat in the mountains, going on a cultural immersion...

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Enari Bryant Maximizing Guest Experience Through Operational Excellence: A Sales Manager's Perspective
  • By Enari Bryant, Sales Manager, Brick Hospitality

    • Operational excellence is at the heart of guest satisfaction. A great stay isn’t just about one standout moment—it’s a series of seamless interactions that shape a guest’s perception of value. This experience is what drives brand loyalty, online reputation, and ultimately, revenue growth. While strong sales strategies bring guests in, it’s flawless operations that turn those bookings into repeat visitors and glowing reviews. Every guest experience element matters—from front desk efficiency to housekeeping standards. When everything runs smoothly, guests enjoy a stress-free stay, leading to higher satisfaction, stronger loyalty, and a greater likelihood of returning. On the flip side,...

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Ana Maria Huertas Iragorri Lighting the Way to Exceptional Guest Experiences
  • By Ana Maria Huertas Iragorri, Global Hospitality Sales Director, Lutron

    • Luxury hospitality is one of the fastest-growing sectors in commercial construction. Research shows that 2023 construction design spending was up 29% over 2022, and key market insights anticipate the global luxury hospitality market will grow to $293.61 billion by 2030. The growth opportunity is tremendous, and lighting plays a critical role in properties that are poised to be competitive in this expanding market - high-impact moments in the lobby, easy-to-understand controls in guest rooms, and meticulously tailored event spaces that can be customized to reflect the client’s unique vision. Before we dig into how lighting control systems relate...

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Heidi Yorke The Influence of Gen Z on the Hotel Industry
  • By Heidi Yorke, Associate Professor- CHE, The State University of New York at Delhi

    • Gen Z (born 1997 to 2012) also known as Zoomers or post-millennials are entering the Hospitality world as guests and consumers. This generation is unique in that members have never experienced the world without the internet. They have been emersed in a digital age that equips them with access to an abundance of resources, choices and ability to connect with the world as they desire. It is crucial that Hospitality industry leaders recognize the importance of personalization and customized experiences for incoming generations. In hotel and lodging properties young adults are conditioned to converting most of their interactions socially,...

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Sanat Patel The Federal Open Market Committee Has Reduced the Lending Rate - What Now?
  • By Sanat Patel, Chief Lending Officer, AVANA Companies

    • Following the Federal Reserve’s 0.50% reduction in the Fed Funds rate on September 18, 2024, the hospitality lending sector faces new opportunities and risks. Cheaper borrowing costs could stimulate investment, but rising unemployment and potential inflation pose challenges. This article explores three scenarios for hospitality lending: 1) A recovery scenario driven by strong liquidity and increased demand; 2) A cautious growth scenario, tempered by economic uncertainty; and 3) A recessionary scenario marked by rising defaults and tightening credit. Additionally, new development and construction financing are heavily impacted by these economic dynamics, influencing lenders’ willingness to fund new hospitality...

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Harry Carr Developing the Next Generation of Revenue Leaders
  • By Harry Carr, Senior Vice President, Revenue Management, Pivot

    • Revenue Management has always been a specialized field. Even as the discipline has changed over the years, it attracts and certain type of team member. In this article, we will look at ways companies can build a successful revenue structure by focusing on key aspects such as talent identification, information sharing, and the integration of revenue analysts.Also, understanding the needs of first-time managers and directors, fostering collaboration within properties and across the organization, and promoting continuous improvement. Identifying Talent Identifying potential talent can be a daunting task.  Not many kids dream of being a director of revenue when...

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