The Hotel Drover—slated to open early next year in Fort Worth, Texas, as part of Marriott’s Autograph Collection—has tapped group hospitality analytics firm Knowland to amplify its sales through targeted prospecting to build out a group business pipeline ahead of the hotel's grand opening.
One of the key features of Knowland’s platform includes its SmartSearch Tool. Through its real-time search and analytics technology and proprietary search engine, customers can set specific criteria to identify potential accounts they may have otherwise missed. Multiple views of verified booking data allows for quick access to recent activity by comp set, local area or other preset criteria. Hotel Drover will use Knowland’s historical data to find accounts both in their market and in competitive markets to build relationships and drive new business. The property will look to fill its 40,000 square feet of meeting space ahead of its grand opening. By taking advantage of Knowland’s database of actualized events, the hotel expects to amplify its group sales and prioritize the most-likely-to-convert leads.
“We were very impressed with the SmartSearch tool and found that it could help us build our pipeline and find business based on our specific hotel’s attributes,” said Kristin Assad, general manager, Hotel Drover. “Not only can we uncover relevant opportunities based on what is important to our hotel, but we are able to use the event details to make warm sales calls, effectively evolving our sales teams from order takers who wait for new business into hunters who go find it.”
“We are excited to have the Hotel Drover join our family and we look forward to working with its staff to amplify its sales pipeline and ensure profitability,” said Robert Post, CEO, Knowland. “Newly built properties appreciate the powerful search functionality of our technology to ensure proactive group sales efforts while claiming new business right out of the gate.”