Three Trends Transforming Hotel Meetings Spaces

By Karyl Leigh Barnes Executive Vice President & Partner, Development Counsellors International | September 06, 2015

Co-authored by Daniella Middleton, Director, MICE Division of Development Counsellors International

The economic recession and the demands of a new generation of professionals – the Millennials – have inspired a move towards collaborative, creative meeting spaces. Across the industry, how are hotels rising to the challenge?

Something magical is happening in the meetings industry.

Perhaps the transformation is a byproduct of the downturn of the global economy and the rise of millennials entering the workforce at the same time. In 2009, the economic crisis hit swiftly and the meetings industry was persecuted in the media and among policymakers as an "unnecessary luxury." There was a lack of understanding about the facts, and of the true importance and value of meeting. This negative chatter resulted in drastically decreased budgets for events and meetings, along with much tighter restrictions on how budgets were allocated and where money was spent.

Around the same time, America's newest generation, the Millennials, was coming of age. Millennials, otherwise known as Generation Y, have been raised in a socially connected world, are visual learners, and are on track to become the most educated generation to date. A recession that induced minimal spends on corporate meetings combined with an emerging generation with distinct learning and socializing preferences provided a much needed spark of innovation to the meetings industry.

The old adage proved true - economic downturns do breed innovation and creativity. But we can thank Millennials, who prefer casual and interactive meeting environments, for the connectivity, convenient, and communal spaces that are at the forefront of meeting space transformation.

Choose a Social Network!

The social network you are looking for is not available.


Hotel Newswire Headlines Feed  

Sara Djubek
Tony Heung
Taryn Holowka
Gaynor Reid
Jeff Johnson
Gio Palatucci
Rick Skinker
Court Williams
Emily Loupee
Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.