Meeting and event spaces are valuable assets for hotels that can generate revenue, attract new customers, and enhance the hotel's reputation. However, to make the most of these spaces, hotels need to market them effectively and strategically. Here are some tips on how to do that.
Before you start promoting your meeting and event spaces, you need to identify who your ideal customers are and what they are looking for. Do you want to attract corporate clients, social groups, or both? What are their needs, preferences, and pain points? How can you differentiate your spaces from your competitors? Conducting market research, analyzing customer feedback, and creating buyer personas can help you answer these questions and tailor your marketing messages accordingly.
Offer immersive virtual reality tours of your meeting and event spaces. Utilize VR technology to allow potential clients to explore the venue remotely, experiencing the layout, ambiance, and features as if they were physically present. This not only sets you apart from competitors but also caters to the growing demand for remote planning and decision-making. Integrate an AI-powered event planning assistant into your website. This tool can assist potential clients in selecting the ideal meeting space based on their specific requirements, preferences, and budget. The assistant can provide instant recommendations, answer queries, and streamline the booking process, enhancing customer experience and saving time for both parties.
Once you know your target market, you need to communicate your value proposition clearly and convincingly. Your value proposition is the unique benefit that your meeting and event spaces offer to your customers. It could be your location, your facilities, your service quality, your pricing, or your brand image. Whatever it is, you need to highlight it in your marketing materials, such as your website, brochures, social media, and email campaigns. Use compelling visuals, testimonials, and stories to showcase your value proposition and persuade your customers to choose you.
Implement smart venue technology that enhances the overall event experience. This could include IoT-enabled devices for climate control, lighting, and audio-visual systems. Provide clients with the ability to customize these settings through a user-friendly app, allowing for a personalized and technologically advanced event environment. Introduce a blockchain-based booking system to ensure transparency, security, and efficiency in the reservation process. This decentralized approach can reduce the risk of double bookings, streamline payment procedures, and provide clients with a secure and verifiable record of their transactions.
Nowadays, most customers search for meeting and event spaces online, so you need to optimize your online presence to reach them and attract them. This means having a user-friendly and mobile-responsive website that showcases your spaces, provides relevant information, and allows easy booking and contact. It also means having a strong social media presence that engages your audience, showcases your events, and encourages referrals and reviews. Additionally, you may want to invest in online advertising, such as Google Ads or Facebook Ads, to target specific keywords or audiences and drive more traffic to your website.
Showcase a commitment to sustainability by incorporating eco-friendly practices into your meeting and event spaces. Implement energy-efficient technologies, offer sustainable catering options, and provide clients with detailed reports on the environmental impact of their events. This not only aligns with current trends but also appeals to environmentally conscious clients. Use augmented reality to allow clients to virtually customize and visualize their event setups within your spaces. This interactive AR experience enables them to experiment with seating arrangements, decor, and branding, providing a highly engaging and innovative planning process.
Videos with the client/client event manager, whilst the buzz of the event is taking place are great - just short and sweet to capture a snippet of feedback. All pre-planned and agreed with the parties involved, in addition to agreeing if they are happy an attendee can contribute too.
Marketing your meeting and event spaces is not a one-time activity, but a continuous process that requires building relationships and loyalty with your customers. You need to provide excellent customer service before, during, and after the events, and follow up with them to get feedback and referrals. You also need to nurture your existing customers and encourage repeat bookings by offering incentives, discounts, or loyalty programs. Furthermore, you need to network with other industry professionals, such as event planners, caterers, or suppliers, and create partnerships that can benefit your business.
Repeat business or referred business is key and making sure new staff are fully up to speed with the client's relationship with the venue is so important. It is often the smallest attention to detail and trust in the venue to deliver on the day, that builds relationships, which will bring customers back.
Creating uniqueness in your hotel event business or service. It doesn’t need to a big investment, just a fun and unique approach to an event space in terms of decorations, service offerings, themed functions etc something that is photogenic and memorable enough that attendees are excited about and let the power of social media spread the word.
Finally, you need to monitor and measure your results to evaluate the effectiveness of your marketing efforts and identify areas for improvement. You can use various tools and metrics to track your performance, such as website analytics, social media insights, email open rates, conversion rates, customer satisfaction scores, or revenue per available space. By analyzing these data, you can see what works and what doesn't, and adjust your marketing strategy accordingly.
Leverage data analytics to understand client preferences and behaviors. Use this information to offer personalized recommendations for meeting and event spaces, catering options, and additional services. The more tailored and personalized the experience, the more likely clients are to choose and return to your venue. By incorporating these cutting-edge technologies and strategies, your hotel can position its meeting and event spaces at the forefront of innovation, setting a new standard for the industry and attracting clients who value a forward-thinking and technologically advanced venue.