Marketing Hospitality Group Business

A membership in a hospitality-related association is an investment of precious time and resources. There are annual dues, monthly meetings, expected donations and requested sponsorships. Your role is to make group sales. How do you prove to your boss that this investment in association membership is worthy of her budget and your time? What are the benefits gained from association membership and how can you grow that membership to its full potential and increase booking group hotel business?

Network with Planners—a warm smile and firm handshake in person are much more effective than a telephone call regardless of how engaging or genuine the call is. Meeting up with planners on neutral ground creates a comfort level and allows time to get to know them. Build a targeted marketing plan for an event so you know which planners will be attending. Request a list of registered attendees from the association. Consider inviting a planner not on the list to be your guest. When you take the time to invest in "planned for" conversation over lunch or when sharing a breakout, your hotel is no longer two-dimensional, rather very real and hands-on through you!

Network with Supplier Colleagues—develop trusted relationships with contemporaries. Colleagues are great resources for ideas on how to resolve common issues, to keep abreast of the local hospitality scene and add to your event venue marketing! When your property is at capacity and you cannot accept a request for certain dates asked for by a client, you can refer the client to a trusted property nearby. Soon, your appreciative colleagues will return the favor, netting you more group business! Association meetings are excellent for developing peer relationships.

Experience—get involved! Volunteering with other members increases the depth of the relationships you are building. Volunteering gives you valuable experience and knowledge that you may not have known without involvement and keeps you cutting edge on what is truly  happening in the association.

Education—education is provided as part of most monthly meetings and national conferences. In recent education meetings I have learned how to use and implement social media, role played risk management, acquired knowledge of liquor laws and discovered the truth about destination misconception—knowledge which helps me to better represent my hotel. By taking advantage of education sessions like these, you will increase your ability to speak intelligently about your own property and your industry to prospects and clients.

Industry Updates—the hospitality industry is increasingly evolving. New technology solutions are introduced almost daily. Through association communications you will have access to the latest news on trends and future initiatives.

Other Resources—belonging to an association gives you access to proprietary webinars, member groups for peer interaction, white papers, subject matter experts and other valuable resources.

Belonging to an association is more robust than an opportunity to make a quick sale. There is industry and leadership education, face-to-face networking with planners and supplier colleagues and access to hospitality trends and other resources. The value of the abundant expansion in your knowledge, experience and networking will impress your boss and will result in increased group hotel bookings.

Some associations you may consider are Meeting Planners International (MPI), National Association of Catering Executives (NACE), International Special Events Society (ISES), Americian Society of Association Executives (ASAE), Hospitality Sales and Marketing Association International (HSMAI), Religious Conference Management Association (RCMA) and Society of Government Meeting Professionals (SGMP).

Are you leaving group business on the table? Learn more about creating an integrated  marketing strategy including internet hotel advertising with a Cvent Event Supplier Webinar.