As independent meeting planners, our clients often ask us for help ensuring that their attendees book within their contracted room block. In addition to achieving the overall objectives of the meeting, the organization needs to fill the contracted room block to ensure financial success. We are able to help our clients by taking the following steps.
First, we must have accurate room block histories so that we are reserving the correct number of rooms and negotiating the best available rate (more on this in a minute). For meeting planners, the number of rooms contracted and actualized over the past years (three is preferred) is essentially their financial report card.
Second, we must educate the attendees on the importance of booking within the block and how this helps protect the organization financially. It is helpful to create and market a list of reasons to stay inside the contracted hotel block. If your attendees understand that the organization will have more leverage in negotiating on their behalf and how it protects the financial stability of the organization if they remain in the block, they are more likely to make the right hotel choice.
Finally, we need to fill the block. I am sharing some tips that have worked for our team and from recent industry research.
What will attract attendees to stay within your block?
1. Lowest available group rate (we need to prevent the ability to find lower rates in the hotel)
2. Discount registration fee for booking early in the block
3. Tie registration and housing together- make the attendee book inside the hotel block prior to registering for the event)
4. Complimentary shuttle to hotel and to event, if necessary
5. Raffle prizes for the early registrants (i.e. complimentary room at next year’s conference)
6. Hotel Incentives: i.e. complimentary Wi-Fi, additional reward points, free health club, breakfast coupons, special networking reception only for those staying in the hotel, etc.
7. Waived resort fees
8. The reverse is that you penalize people for not staying in the block by charging them a higher registration fee.
What will attract exhibitors to stay within your block?
1. Lowest available group rate (we need to prevent the ability to find lower rates in the hotel)
2. Discount registration fee for booking early in the block
3. Tie registration and housing together- make the attendee book inside the hotel block prior to registering for the event)
4. Ability to add or change names
5. Discount on booth space
6. Discount on registration fee
7. Access to attendee information
8. Invitations to sessions and/or special events
9. Preferred booth placement for next year’s event
These are just a few suggestions. Do you have ideas that you are willing to share?