How To Increase Hotel Revenue With Meetings and Events

How To Increase Hotel Revenue With Meetings and Events

When it comes to booking meeting and event space, hoteliers are always looking for new and innovative ways to increase revenue. And while there are a number of tried-and-true methods for selling hotel meeting space, sometimes it pays to think outside the box.

By hosting events at your hotel, you can create a unique and memorable experience for your guests. You can easily take advantage of your hotel’s amenities, such as its restaurants, bars, and event spaces. Additionally, hosting events at your hotel can help you to drive revenue and build relationships with potential customers.

For example, if you are hosting a corporate event, you can use your hotel’s restaurants to provide catering for your guests. This will not only save you money, but it will also allow your guests to enjoy a delicious meal while they are at your event. Additionally, your hotel’s bar can be a great place for your guests to relax and socialise before or after your event. And, if you have an event space that is large enough, you can even host your event there. This will give your guests the opportunity to experience your hotel in a whole new way.

How to market your hotel as an events space

Make a list of the types of events your hotel is suitable for

When it comes to marketing your hotel as an events space, the first important step is to make a list of the types of events that your hotel is suitable for. This will help you to target your marketing efforts and ensure that you are reaching the right audience. For example, if you are looking to market your hotel as a wedding venue, you will need to focus your marketing efforts on brides and grooms. However, if you are looking to market your hotel as a conference centre, you will need to target businesses and corporate event planners.

Some types of events that hotels can host include:

  1. Business or corporate meetings and conferences
  2. Weddings and receptions
  3. Holiday parties
  4. Birthday parties
  5. Family reunions
  6. Class reunions
  7. Sports tournaments or events
  8. Company retreats or team-building exercises
  9. Seminars, lectures, or conferences hosted by outside organisations
  10. Concerts or other performances
  11. Art shows or craft fairs
  12. Antique shows
  13. Car shows
  14. Celebrity appearances or book signings
  15. Movie screenings or film festivals
  16. High school dances
  17. Baby or bridal showers
  18. Tea parties
  19. Cook-offs or other competitions

Research similar hotels in your area and find out what they are doing to market their event spaces

When it comes to marketing your hotel as an events space, it is important to research similar hotels in your area and find out what they are doing to market their event spaces. This will give you a good idea of the competition that you are up against and allow you to create a marketing strategy that will help you to stand out from the crowd. By understanding what other hotels are doing, you can avoid making the same mistakes that they have made and instead focus on what has proven to be successful for them.

One way to research similar hotels in your area is to look at their websites. This will give you a good idea of what they are doing to market their event spaces and allow you to compare their strategies to your own. You can also search for online reviews of the hotel to see what other people have said about their experience. Finally, you can also contact the hotel directly and ask to speak to someone in their events department. This will give you the opportunity to ask specific questions about their marketing strategy and get a better understanding of how they operate.

Make it the perfect venue for every type of event

When trying to sell your hotel’s meeting space, it is important to focus on the unique selling points that will appeal to the customer. Depending on the type of event, different features will be more important. For example, if you are trying to sell your space for a wedding, then the location and appearance of the venue will be more important than the size of the space. However, if you are trying to sell your space for a conference, then the size and amenities will be more important than the location. It is important to know what type of event you are trying to sell your space for so that you can focus on the features that will appeal to the customer.

Create a comprehensive event package

Now that you understand what your competition is doing and what you’re trying to market, you’ll need to put together your own event space packages. Having a comprehensive event package is key to selling your hotel’s meeting space. By including everything that potential customers might need, you will make it easier for them to book your space. Additionally, a comprehensive event package will show that you are professional and organised, which will instil confidence in potential customers.

There are many different types of packages you can offer for event spaces at your hotel. For example, you could offer a wedding package, which would include catering, room blocks, and AV equipment rental. Alternatively, you could offer a conference package, which would include meeting space rental, catering, and room blocks

You can also offer discounts on your event package if potential customers book multiple services from you. People tend to shop around, so if you offer a discount this could be the deciding factor.

PRENO TIP: 

Using Preno’s Connected Rooms, you can sell hotel rooms as multiple options. This can be particularly useful if you’re booking large groups of people that require a full wing of your hotel, or couples that would like to book adjoining rooms together for events. 

Showcase your space using technology

There are a number of ways that you can use technology to your advantage when marketing your meeting space. One of the most effective ways is to create a section on your website that includes information about your event spaces. You’ll need to include your packages, the pricing, and any add-ons that you can offer. Always make sure to include previous imagery examples of events you’ve held in the space (with permission) and testimonials on your website too. This will show customers that you know what you’re doing and can recreate the same thing for them.

From there, use email marketing to stay in touch with potential customers and promote your hotel’s event spaces which point them back to this page on your site.

If you want to go above and beyond, you can even use technology to create virtual tours of your event spaces, which can help potential customers to see what your spaces look like and get a feel for the layout before they book.

Provide a dedicated events coordinator

If you are looking for a unique way to sell your hotel’s meeting space, providing a dedicated events coordinator is a great option. It can help to make the event planning process simpler and more efficient, and can also lead to repeat business from satisfied customers. They can provide assistance with the planning and execution of the event, which can help to ensure that it is successful. Additionally, they can act as a point of contact for the event planner and the hotel, which can help to build relationships and improve communication.

You’ll want to make sure that your dedicated events coordinator is familiar with your hotel, your staff and your processes. This will ensure they’re able to put together the event exactly as the client would want in the time and budget allowed, and as a bonus, they’ll be able to upsell your products to their customers whenever possible.

Create a marketing plan that includes both online and offline marketing tactics

Make sure you create a pitch that you can refer back to, or send on to those who are looking for more information about your space. This will save you time down the line, and it will give you something to refer back to when setting up your marketing campaign.

It is important to create a marketing plan that includes both online and offline marketing tactics. This will ensure that you are reaching the widest possible audience and giving potential customers multiple ways to learn about your hotel’s event spaces.

Some of the most effective offline marketing tactics for hotels include print advertising, direct mail, and public relations. These tactics allow you to reach a large number of people with your marketing message and generate interest in your hotel’s event spaces. Additionally, the most effective online marketing tactics for hotels include search engine optimisation, pay-per-click advertising, and social media marketing. 

These tactics allow you to reach potential customers who are actively searching for hotels with event spaces. Each of these tactics can be customised to target specific audiences, such as brides-to-be or businesses looking for conference venues.

Use social media to promote your hotel as an event space

Social media is a powerful marketing tool that can be used to promote your hotel as an event space. By creating and sharing engaging content, you can reach a wide audience of potential customers and generate interest in your hotel’s event spaces. Additionally, social media allows you to build relationships with potential customers and create a community around your hotel.

Some of the most effective ways to use social media to promote your hotel as an event space include creating a Facebook page, sharing photos and videos, and hosting Instagram lives. Additionally, you can also use social media to run competitions and giveaways, which can generate excitement and interest in your hotel’s event spaces.

Pitch your space to potential event planners

When you are trying to sell your hotel’s meeting space to potential event planners, it is important to focus on the unique selling points that will appeal to them. This could include highlighting the hotel’s amenities, services, and location. You should always emphasise what makes your hotel special and why it would be the perfect venue for their event. Additionally, outline the value that you offer in your package deals compared to other hotel event venues in the area

To find party planners, you can search for ones in your area on Google or social media, or you can research who your competitors have hosted in the past. Don’t forget to also search outside of your town too if you have a large event space in a destination location – most parties will travel if it’s for an important event, such as a wedding.

If you want to go above and beyond, you can also offer a special deal to the party planners who chose your space for events. That way, they’ll be more likely to suggest your venue to their customers, and more likely to market this one their own channels. You can also provide them with a word-of-mouth bonus for those who they refer to your venue. This is a great way to get more exposure if your space has newly opened.

Provide outstanding end-to-end customer service

Customer service is extremely important when selling meeting space. Event planners are looking for a venue that will be easy to work with and that will provide a high level of customer service. This means that you need to be responsive to customer inquiries, and you need to be able to provide the customer with all of the information they need in a timely manner. Additionally, you need to be able to provide a high level of customer service on the day of the event. This means being available to answer any questions that the event planner or guests may have, and being able to resolve any problems that may arise. Event planners will remember how well you handled the event, and they will be more likely to use your venue again in the future if they had a positive experience.

How to increase your hotel revenue while hosting events

Now that you’re set up to market your hotel as a popular events space, you may be asking “how do I generate more revenue from this?”

There are a number of things you can do to increase your hotel revenue while hosting events. One is to be creative in how you sell your meeting space. You can offer discounts for booking multiple days, or for booking early. From there, you can upsell your services to guests through newsletter marketing as you’ll have their details from the booking. This can include offering upgrades, such as a better view or more space, or adding on extras, such as transportation or childcare.

You can also create packages that include food and beverage service, or that offer a discount for booking a certain number of rooms. This will encourage people to book for more than one person at a time, and encourage those attending an event at your hotel to stay there for convenience. By being creative and thinking outside the box, you can easily increase your hotel revenue while hosting events.

There are many different ways that you can sell your hotel’s meeting space and drive revenue. By using social media, pitching to potential event planners, and providing a high level of customer service, you can effectively market your hotel’s event spaces and generate interest from potential customers. These tactics will help you to reach a wide audience of potential customers and generate more bookings for your hotel’s meeting spaces.

 

Need an all-in-one hotel management system that will enable you to market events better at your hotel? Sign up for Preno’s free trial today.

About the author

Preno's Marketing Content Manager, Kendra Jeffery, is educated in the Marketing and Communications fields and is passionate about helping hoteliers stay ahead of the curve.