Conferences, events, and banquet sales are an important part of the revenue mix of hotels. As with rooms, this aspect requires a different set of strategies, as hotels are competing with numerous other options to hold such engagements—from universities to convention centers around the city. The banquet sales manager, therefore, must provide a unique experience or proposition to potential clients.
Building relationships and earning a client’s loyalty are important. Conference or event organizers often handle multiple events in a year, and the goal is to make them regular customers. These organizers also usually have a vast network of referrals, and satisfied clients will always recommend the hotel to others.
The marketing team should also provide comprehensive information about available spaces to make it easier for clients to decide. The website and social media accounts should feature an extensive gallery of photos. Other valuable pieces of information include location, rates, facilities, room capacity, catering and other services. For an edge, provide innovative solutions to augment the package, such as flexible, custom food and beverage menus, provision of ushers, or custom-made themes.