Not every hotel is suited to host large events, but for those that have the capacity, it can be a lucrative revenue generator, as well as a boost for the local economy. Your asset does not have to be located in a major convention city to benefit from group business, though being in close proximity to city attractions and restaurants is always beneficial.
The number one thing to keep in mind is that groups are looking for an experience, and the hotel’s accommodations and amenities is a key element of that experience.
There are several avenues hotels can take in order to attract more group business.
Knowledge of Events in Your Area
According to the 2025 Planner Sourcing Report issued by Cvent, 90 percent of event planners expect in-person events to increase this year, which will make it a competitive year for hotels in that market. And because many industries utilize events to engage their target audiences, it is important for hoteliers to know what types of events are popular in the area.
“For example, if your area is known for hosting numerous corporate events, you can focus on highlighting your meeting facilities, AV capabilities, and business services. Cities with best-in-class medical facilities may attract more healthcare-related events, so hotels can target that industry with personalized marketing efforts to attract them to their hotels. Conversely, if weddings are more common, you can emphasize your catering services and bridal packages,” said Brent Namejko, Cvent director of hospitality sales.
Similarly, a report issued by American Express, the 2025 Global Meetings and Events Forecast, also exhibited optimism about the future of meetings, with internal focused meetings leading that volume, said Julie Flynn, Amex Global Express business travel director of sales, meetings and events, with the majority of these meetings being held in hotels. “Working with local CVBs can be a great start to gain that visibility to see where the trends are going,” she said.
Partnerships with Convention and Visitor Bureaus
Most major CVBs have collaborations with local hotels, which is mutually beneficial. Dallas, for example, is a major convention city and corporate event hub, though the city also hosts fraternal organizations, nonprofit groups, associations, and sports-related events. It doesn’t hurt that Dallas is the home of two major airports, offering more air service choices than all other American cities. “That convenience makes us attractive,” said Craig Davis, CEO of Visit Dallas.
But it’s the more than 70,000 rooms in Dallas that draws many meetings, with Visit Dallas relying on digital and traditional marketing, often in trade publications. “We have a pretty big sales team that is very active in recruiting new customers, and we attend all industry trade shows. We have people that have built deep relationships in the meetings planning community, so it is very deliberate for us,” said Davis.
“There are ways to collaborate on marketing and promotional campaigns with CVBs, which can be a terrific way to build partnerships, bring in more business, and strengthen local presence and brand recognition. Leveraging social media, email campaigns, and digital advertising to highlight new amenities and exclusive offerings, ensures your hotel stays top-of-mind for planners,” added Namejko.
Unique Use of Space
Not everyone wants to be cooped up in a conference room all day. Kim Lambert, CMP, an in-house meetings planner with a Pittsburgh-based company, said that when she scouts out hotels, she looks for those that are able to utilize different parts of the hotel for the program. “I want them to have an experience of where they are. For example, instead of eating in the ballroom, is there a unique area of the property, outside or inside, that you can use for meals?” Or perhaps there is a rooftop garden or other outdoor space that can be a gathering place for after a meeting.
The bottom line is that ample and flexible meeting spaces are going to be attractive to planners, noted Flynn.
“Hotels are doing a great job of doing nontraditional set ups, such as turning other cool spaces into something more exciting, such as a living room setting for a meeting. People also love natural light. Hotels are being very intentional about how they are designing new spaces,” added Davis.
Food and Beverage
Lambert said that the number one factor she considers when booking hotels for meetings is the food and beverage options, both at the hotel and near the hotel. “I get the most feedback on food. Attendees want healthy options; this is very, very important. That need has grown exponentially over the last ten years as people look to a healthier lifestyle,” she said.
For this reason, she’d be more inclined to book a hotel if the buffet package covers the most requested food requirements. For example, if the chef has no problem including gluten-free, healthier, or vegetarian options, that is a bonus. She also is drawn to hotels that can create creative menu options, like smoothie shooters or a trail mix buffet.
Local restaurants are a factor as well. “I prefer to choose locations where my attendees can walk out of the hotel and have a wide range of restaurants that they can take advantage of. When they have that, I don’t feel like I have to feed them every night,” she said.
Pricing Strategies/Group Discounts
Packaging group bookings in such a way to pass along deep discounts will always be attractive to meetings planners. “The majority of our guests are very price conscious, and so the two biggest factors that will get you on my short list will first be space and dates, and second will be room rates. We don’t pay for our guests’ rooms. Our companies that are coming are heavily price-conscious, and we want to make sure those room rates are as sharp as possible,” said Lambert.
If hotels have relationships with area businesses that can offer discounts to those staying at that particular hotel, that is also a draw. The newly opened Westin Atlanta Gwinnett, connected to the Gas South Convention Center, has a variety of partnerships. “A good example of this for us is the three professional sports teams at Gas South. Through these partnerships we gain exposure through in game digital advertising, game day brochure advertising and in game voice advertising. We also partner on team and administration hotel stays. Additionally, we have a wonderful partnership with all Gas South locations. Specifically, we partner with the convention center and the arena on many of the events that come to Gas South,” said Russell Stewart, director of sales and marketing.
The ability for planners to book venues utilizing software such as GroupSync by Groups360 can be attractive to them. The technology is an online hotel booking platform designed for groups, “…enabling hotels to distribute their group room inventory and meeting space availability, engage with planners, and optimize their group revenue, while lessening the burden on internal property sales teams,” said Tim Flors, chief customer officer. This platform allows planners to skip the RFP process entirely to secure rooms and meeting spaces immediately, in real time, which is a time saver for all parties. “A more informed planner helps create more efficiency for all, and the instant booking capability further enhances profitability for hotels, by allowing a portion of their group inventory to be booked instantly online, 24/7. This helps generate added group business by ensuring faster and better responses,” he added.
Maximizing Online Presence
While Lambert does take familiarization ("fam") trips, she said that is not always feasible, so she said that she appreciates when hotels have video tours of the property online.
“In today’s online-first sourcing environment and experience-first attendee expectations, success in attracting group business lies in a balance of speed, digital presence, creativity, personalization, and adaptability. By staying informed about local trends and event planner needs, fostering strategic partnerships, and continuously enhancing amenities and services, hotels can remain competitive while creating unique experiences for guests,” added Namejko.
Good Communication/Research
Hotels should be responsive to meetings and events planners and focus on developing relationships, which could lead to repeat business; It is advisable to be in constant contact with the planners, particularly as their needs can change and evolve during the planning process.
Rick Odorisio, SVP at Meyer Jabara hotels, said that it is important to understand the market segment, do research about the organizations that want to host a meeting, and offer turnkey packages to large groups. “We do work with the big referral companies, but we are very big on direct sales and prospecting; research is key.”
Professional Advice
Four event specialists share how hotels can cater to the amenities and services that most interest group planners and set their property apart from the competition.
“Hotel sales teams can set their properties apart by prioritizing timely, customized responses to planner inquiries and highlighting their unique meeting features—such as flexible meeting space or dynamic outdoor options—or area attractions up front. The fact is, the faster you give planners the information they need, the more you’ll stand out from the competition. But the caveat to that is, don’t let speed take away from personalization. For example, your hotel’s online listing can be customized to answer planners’ top questions and include lists of preferred local vendors to consider. Once planners send you an RFP, you can quickly send a customized proposal that fits their program needs, which helps build trust that your hotel will go above and beyond for their attendees. Another thing to consider is that with today’s hybrid work environment, more group attendees are tapping into the ‘bleisure’ trend – or extending their group stays with leisure travel. So, you can highlight local attractions or ‘extend your stay’ packages.”
-- Brent Namejko, director of hospitality sales, Cvent
“Westin is the wellness brand for Marriott hotels. We have found that aligning with the idea of wellness is very intriguing to our customer base. Whether it’s lavender sleep balm in the room, our Westin Heavenly beds or our signature “Well” where you can fill you water bottles with your choice of three types of water at any time, people like the idea of wellness. This has been a key part of our offerings and is extremely well received.”
-- Russell Stewart, Westin Atlanta Gwinnett director of sales and marketing
“Group planners prioritize flexible meeting spaces, advanced audiovisual technology, high-speed Wi-Fi, and ease of logistics for attendees. Additionally, on-site dining options, wellness amenities, and team-building activities are increasingly important. At Mundo Imperial, we cater to these needs with state-of-the-art conference facilities at Expo Mundo Imperial, which spans over 355,000 square feet and includes a convention center with versatile spaces. We also provide personalized event planning services, team-building activities at our wellness-focused properties, and multiple gourmet dining options, ensuring an exceptional experience tailored to the group’s goals. Additionally, our properties offer distinct experiences, such as the holistic wellness options at Palacio Mundo Imperial or the beachfront luxury of Princess Mundo Imperial. By bundling these offerings with exclusive partnerships and exceptional service, we create a standout appeal for group planners.”
-- Seyed Rezvani, managing director, Mundo Imperial, Acapulco, Mexico
“Hotels should think holistically about how they can provide a value-aligned event: how their values tie in to their values of the meeting host, the companies and attendees. As an example, if we have a consumer products client that is a beauty brand and hotel has a great sustainability and health and wellness program and food and beverage is really aligned to it, that is the best way for them to differentiate and show that they are more aligned to the brand and value of the company who is hosting that program.”
-- Julie Flynn, business travel director of sales, meetings and events, Amex Global Express
This article was originally published in the January edition of Hotel Management magazine. Subscribe here.