8 tips for building strong hotel partnerships – MEET

The meetings and events industry will see a huge transformation in 2024. Collaboration between event organizers and hotels is more important than ever, and working effectively with hotels is not only an advantage, but essential to getting the best opportunities and deals.

Here are eight key strategies for building strong partnerships with hotels and setting your group up for success:

1. Understand the proportions of rooms and spaces

Hotels now use “space optimizers” to ensure meeting rooms are used efficiently, balancing room occupancy and food and beverage (F&B) spend. They want to ensure meeting spaces are used to the maximum extent possible.
When submitting an RFP (Request for Proposal), only request the space you truly need, not just the space you wish you had. This can make the difference between getting a bid or being rejected due to a suboptimal room-to-space ratio.

2. Understand the preferred mode at your destination

Every destination has dates or times that are suitable for meetings and events. Some hotels prefer to be open on weekends, while others are more flexible on weekday hours.
Flexibility in event dates can work to your advantage. Include alternative models in your RFP to show the hotel that you are open to different schedules.

3. Consider seasonal factors

Hotel prices fluctuate by season and location. For example, the peak season in southern states is generally October to April, while the peak season in northern states is May to September.
By considering off-peak or shoulder-season dates, you can ensure better pricing and availability at top venues, ensuring value for your attendees and organization.

4. Understand ROGR (revenue per occupied group room)

Hotels value business based on ROGR (gross food and beverage spend per room per night). For example, if your event booked 500 rooms, the hotel might expect a minimum food and beverage spend based on its ROGR.
When requesting meeting space, be sure to factor in your team’s food and beverage expenses. If your expenses are below ROGR expectations, you may face additional rental costs or even have your proposal rejected.

5. Understand your team’s mistakes

Groups often experience “delays” or “churn” from the time the initial room reservation is made to the time the room is actually checked in. Tracking weekly occupancy data can help you more accurately forecast room reservation needs and avoid costly churn fees.
Understand your group’s historical delays and share that information with the hotel. This will help the hotel manage inventory more effectively and improve the chances of getting favorable terms.

6. Prepare for the DBR meeting

Most hotels hold daily business review (DBR) meetings to evaluate new leads based on a variety of factors, including revenue history, food and beverage spend, and meeting length.
The more comprehensive information you provide about the potential revenue impact of your event, the better your chances of being prioritized in hotel DBR meetings. This can significantly improve your chances of securing a venue.

7. When you are ready to make a decision

Gone are the days when hotels would hold onto rooms for a long time until you finally make a decision. Hotels need to see progress after you submit your bid, such as shortlisting and site visits.
Be transparent about your timeline and keep the hotel informed of your decision-making process. Clear commitment to decisions keeps the hotel manager focused on your activities.

8. Schedule a site visit in advance

Unannounced site visits can frustrate hotel staff and reduce the quality of your trip. Always plan ahead.
Treat your hotel contacts as professionally as you would any business partner. Arrange site visits in advance to ensure they are productive and organized.

Collaboration is key

In an industry where budgets are tight and expectations are high, it is critical to be prepared, flexible and collaborative when working with hotels. Strong partnerships are built on communication, understanding and shared goals.
Together, we can elevate the meetings industry and continue to thrive in 2024 and beyond.

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