Meetings and events are a major source of revenue for the hotels that host them, but it’s a very competitive marketplace. Competition to win meeting and event bookings keeps growing as new venues open up all the time and existing venues expand, refurbish and modernise. How then can hoteliers fill their meetings spaces and create loyal customers?
eHotelier interviewed two experts, Rob Davidson and Anthony Hyde who have authored Winning Meetings and Events for your Venue, a comprehensive guide to the wide range of techniques required by sales and marketing staff to effectively win meetings and events business for their venue. (The 212-page book is available through the eHotelier in both digital and hardcopy).
What prompted to you write this book?
A couple of years ago, we both agreed that there was a pressing need for a practically-focused book for those people who have the job of selling conference and meeting rooms in hotels of all types and all sizes. We could see that hotels everywhere were facing growing competition from other types of meetings and events venues including management training centres, universities and unique, non-traditional venues such as museums and other tourist attractions.
And while there were plenty of books offering advice to meeting planners, on how to negotiate with venues, what to look for in a site visit, etc. there was no equivalent source of advice for people such as hotel conference and banqueting managers or sales and marketing managers. We were aware, from our own experience, that many hotel professionals have very little initial training for the job of winning clients for their meeting rooms. They often learn ‘on the job’ and have little contact with other people doing the same job, who could be a source of ideas and advice on how to sell meeting space effectively and profitably.
So our book was designed to fill that gap by offering expert advice on the latest techniques for hotel venue sales, from using the internet to find new clients, through negotiation tactics and customer relationship management, to how to run a successful site inspection and how to exhibit at trade shows. As well as focusing on best-practice in venue sales, it also contains useful tips from hotels and other venues all over the world, on how to find new clients and persuade them to book meeting rooms in your facility.
Meetings and events is a seriously competitive business today – what are your top 3 tips to beat the competition when pitching bids for your venue?
1. Understand your clients and their events
Really think about the objectives of the event and what they are trying to achieve. So many hotels and venues just read the brief and then send a quote based on their own interpretation and the rooms that they have to offer. But it’s not always as straightforward as that. The client needs to know that you fully understand and grasp what they are trying to achieve, so ask them exactly what that is.
Think about the audience and the content and how the event fits with your venue. You are the experts at your hotel or venue and you know how the space works and may be able to offer alternative and more creative solutions. Being able to understand what the event is all about and what they have achieved in the past will put you one step ahead of the competition.
2. Offer a total event solution
You have so much more to offer than just a room and catering. Play to the strengths of your location or destination. Collaborate with others to offer a solution and alternative activities beyond the walls of your venues. This is not just adding value to your client, but also potentially another income stream. Be creative with your catering and relate it to the event you are bidding for by offering themed food or different set up options. Build on your strengths in terms of technology, WIFI and CSR. Leverage your suppliers to suggest ways to enhance their event, perhaps in terms of transport, theming and production.
3. People
Your team and the service you provide are your biggest assets, and at the end of the day, this will make you stand out from the crowd. Give your bid personality, recognise team members and highlight how you will go above and beyond, from the initial enquiry right through to the end of the event. Not only will this give your clients confidence in you, it will also ensure repeat business. Also, know what your competitors are doing. This will also give you an advantage in the initial stages.
For those looking to offer event management for the first time – what are the pitfalls to consider?
As a venue or hotel you offer this anyway. You are already running the event. Where many venues fall down is lack of consistency. Confidence in you is essential for the client and for that all-important repeat booking. It is paramount to have one point of contact in terms of managing the event throughout the planning stages, during the event and the follow up. This is more than just “keeping an eye on the event”. Having worked on the planning from the start, you will know exactly what the event is about and what the client expects. Being able to anticipate their needs and respond quickly is key.
The Event Manager should be contactable in an instant and act as the liaison between all departments and suppliers involved in the event. Visibility will show the client that you have everything under control, no matter what may occur unexpectedly.
If you had one piece of advice for those considering entering the world of venue sales, what would it be?
Be yourself and listen. Far too many venue sales people forget that this is a people industry and you are not selling used cars. Be natural and build relationships. People do not always want to be sold to in the traditional sense of the word. Its all about networking and forming a partnership for the long term. Remember you are not just selling rooms, you are selling an experience and a solution which should be rewarding and enjoyable enough to make a real difference and a fulfilling career.
Rob Davidson Bio
Rob Davidson is the Managing Director of MICE Knowledge, a consultancy specialising in research, education and training services for the meetings and events industry. His main areas of expertise are meetings and events, and he has written seven books on these themes. He also regularly writes articles for the professional meetings industry press, including Conference News. He has carried out research projects for a number of major organisations including the Poland Convention Bureau, the Ireland National Tourism Development Authority, and the Society for Incentive Travel Excellence. Since 2002, Rob has been employed on a consultancy basis as Industry Analyst by Reed Travel Exhibitions, for whom he carries out ongoing research into meetings and events trends in Europe, The Middle East and China. At ibtm world in Barcelona each year, he launches his annual Trends Watch report on trends in the global meetings and events industry.
Anthony Hyde Bio
Anthony Hyde is a specialist in venue management, sales and operations. Formally General Manager of the Business Events division at the Barbican in London, one of Europe’s largest combined arts and conference centres, Anthony was responsible for the commercial sales, marketing, public relations and event management for conferences, banqueting, exhibitions and corporate hospitality. He joined the team in 2001 after several years in hotel sales.
Anthony is past president of Meeting Professionals International (MPI) UK and Ireland Chapter and is currently a member of the MPI Foundation European Council. He also sits on the boards of the Association of British Professional Conference Organisers (ABPCO) and is a past board member of the London City Selection, a consortium of venues within the City of London, which he also co-founded
Following a period working agency-side, Anthony now works with clients internationally, focusing on strategic direction, business planning, sales & marketing, team development & training, service standards, design and operations.
Click here to buy Winning Meetings and Events for your Venue, an easy-to read manual that includes:
• Guidance on key tools and techniques from traditional face-to-face selling and negotiating skills and the use of social media to site inspections and exhibiting at trade shows.
• Case studies of transferable best practice in this field, drawn from a wide range of venues of all sizes around the world.
• Advice from experienced sales and marketing venue managers, demonstrating original ideas that really work – and explaining why they work.
• Checklists at the end of each chapter summarizing key points and also a short quiz for the reader, to check their level of understanding of the chapter’s content.
