Group Business Strategies for Every Season
By Kevin Fliess Vice President Supplier Network Product Marketing, Cvent | September 10, 2017
Group business accounts for approximately 30% of a hotel's revenue (Frost & Sullivan). But even for venues that know their meetings and events sector inside and out, seasonality is often left as an afterthought. That's why anticipating sales cycles and adapting your practices to support them makes a huge difference in the volume and pacing of your group business. As soon as you know what data you should be looking for, developing plans gets much clearer.
Here are some of Cvent's go-to tips for improving seasonality-supported strategies for hotel sales and marketing teams.
Lean on Your Property's Year-Round Appeal
From your sales and marketing teams to the meeting planners you serve, you already have a dedicated team of ambassadors to show you what they want and how they want you to conduct business with them. You are the expert on your property's strengths and weaknesses, and your destination is the backbone of your venue's appeal. Use your expertise and data collected to refine your value proposition and break it down into seasons.
Take a look at your competitors and their value propositions. Compare properties within your destination and similar venues across the country and the world. Observe how their marketing messaging changes to complement the season. While climate and temperature are obvious characteristics to consider, think about world events, holidays, and local attractions that structure booking patterns at certain times of the year. For example, the National Cherry Blossom Festival comes to Washington, D.C. every spring, and the event's "Preferred Hotels" offer promotions to visitors during that week. That means that hotels should start marketing their group space well in advance to attract planners while they source.
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