Military reunions represent a growing niche market

The volunteer military reunion planner count today is about 8,500 people, according to Paul Spiewak, president of The Reunion Friendly Network.

The RFN is the primary (if not the only) organization of volunteer military reunion meeting planners. Over the next few years, the number of reunion meeting planners is expected to jump as a result of veterans returning from current conflicts. The Cold War group has the most reunions today, representing about 35 percent of all military reunions. All this reflects the potential growth of the military reunion business.

There are advantages to pursuing this type of group meeting: There is low demand for meeting space; these groups are usually booked during an off-season and off-peak period; they are flexible on dates; they are easy to deal with; and the reunions are often family oriented and include vacation.

According to RFN, the off-season average daily rate paid by veterans groups is about $100, and the total annual roomnight count used by this sector approaches the multi-million per year level. The total spent on just hotel rooms—at about the half-billion-dollar mark—is only part of the economic impact. Most group members spend about $100 per person per day over their room and food costs.

Currently, according to RFN, less than 3 percent of hotels are active in this market. Like any other niche market, this requires an investment in time and marketing. The potential for success with this business depends on two basic factors: the local attractions your area can offer reunion groups, and your effectiveness in attracting and dealing with the volunteer planners who make the arrangements.

RFN manages a series of conference and familiarization tours all over the country where convention bureaus get together with local hotels and attractions to host volunteer military reunion planners to show off their destinations. At the same time, RFN conducts meeting planning workshops for the attendees.

Check out Paul Spiewak’s new book: “Reunion Business: What It Is & How To Get It.” For more information contact paul@reunionfriendly.com.