HOTELS Magazine on Tuesday presents Part 2 in series on meetings business research conducted by UniFocus to help upscale hoteliers understand which features and services offered at their properties most impact a meeting planner’s intent to return and recommend. By placing an operational focus on these key opportunities, thereby improving performance, a hotel can look forward to an increase in their own market share relative to each meetings segment.
Identification of an upscale properties’ strengths relative to the market segments it is attracting offers the ability and potential to impact marketing and sales strategies for growth, while fine-tuning operational delivery.
Key opportunities relative to the meeting planners who hosted events within the upscale hotel segment include the following areas, which if performance growth could be obtained could result in an increase in meeting planner satisfaction and loyalty:
The key opportunities for association event planners and those items that hotels targeting the association market segment for growth include:
To improve satisfaction and loyalty ratings amongst the planners hosting corporate and SMERF meetings, upscale hoteliers should be aware of the following key opportunities:
By focusing on what’s most critical to meeting planners’ satisfaction and intent to return, by market segment, hotels can better target markets where they excel, while increasing return business and referrals.