HOTEL CONFERENCING AND EVENTS: HOTELS MAKING IT PERSONAL

Hotels making it personal

Through personalised service and customised guest experiences, hotels can boost their desirability as events and conference venues, writes Tony Marshall, vice president and managing director, APAC, for hospitality software company Agilysys

An underutilised approach by hotels and resorts to drive more events and conference bookings is to treat the person booking the event as a valued hotel guest. By leveraging technology to streamline operations, enhance efficiency and cater to individual preferences, it is hoped the new guest will receive such an incredible experience that they not only choose the hotel for their event, but champion it by returning frequently and recommending it to others.

According to hospitality software company Agilysys’ “2024 APAC Hospitality Impact Study”,  68 per cent of APAC travellers would spend more for personalised experiences, with many willing to pay a premium for features such as post-booking upgrades, loyalty programs and reduced wait times.

Hotels that seek to drive conference and event bookings should remember that people booking conferences are not just event participants, but travellers who crave tailored experiences.

Hotels that seek to drive conference and event bookings should remember that people booking executive retreats or corporate conferences are not just event participants, but travellers who crave tailored experiences during hotel stays.

Leveraging guest preferences and ensuring seamless experiences can help hoteliers delight corporate clients while bolstering the bottom line.

Hotels that fail to offer personalised guest and business events experiences are leaving substantial revenue on the table. Hotel guests expect a certain level of service, exclusivity and personal attention. Offering a conference package that mirrors the personalisation seen in leisure travel – from room upgrades for VIPs, to tailored and seamlessly managed conference services – could be the key to setting a hotel apart in a crowded events market.

Turning data into conference success

Hotels striving to grow their corporate events and conferences portfolio can take a page from the study’s playbook by applying guest-centric strategies to the event experience. Here are several tactics hoteliers should consider:

• Leverage personalisation at every touchpoint: The research shows that 41 per cent of guests appreciate personalised activity recommendations, and 30 per cent value staff recalling previous conversations. When marketing to corporate clients, hotels can enhance appeal by offering tailored experiences for event attendees. Offering personalised welcome packages, tailored conference room set-ups, or wellness services that reflect a company’s brand values shows the venue can deliver seamless, tailored experiences at scale – a key factor in securing repeat corporate business.

• Create seamless, efficient experiences: A key finding in the study is that 66 per cent of guests would spend more if wait times were reduced across hotel experiences. For corporate clients, time is money.

Fast-tracking technology needs and offering digital concierge services that allow corporate clients to make last-minute requests in real-time creates a level of convenience and reliability that corporate clients value.

Minimising downtime and ensuring event logistics run as smoothly as possible should be a top priority. Making it easy for the hotel to curate offers and deliver on all the promised elements of the event are critical components. Hotel staff who are well informed about their guests and their preferences, priorities and schedules allow for higher attention to detail and a much smoother experience.

• Loyalty and rebooking – a long-term strategy: The study uncovered a “rebooking paradox” whereby despite high satisfaction (86 per cent) and perceived value for money (61 per cent), only 37 per cent of guests return to hotels they have previously stayed at. This is particularly relevant to business events, where securing repeat corporate clients drives revenue.

The study highlights the importance of strong loyalty programs, with 68 per cent of guests more likely to return when a robust loyalty program is in place.

Offering tailored loyalty incentives for corporate clients – such as discounted future bookings for events or exclusive access to amenities – might turn one-off corporate events into recurring business.

• Utilise data-driven insights for event personalisation: The transition from traditional revenue per available room (RevPAR) to revenue per available guest (RevPAG), as advocated in the study, offers hoteliers an innovative approach to managing events. By capturing comprehensive guest data through advanced property management systems (PMS), hotels can anticipate individual guest preferences and corporate client needs.

Imagine being able to offer custom catering options for a returning corporate client based on preferences from their past event, or recalling details around room and branding requirements that make the process run more smoothly.

Being able to highlight activity options that either build on a past event or repeat the teams’ favourite elements would stand out as attention to detail and added value, enhancing client satisfaction.

If hoteliers want to win more corporate events and conferences, they need to think like the guests who are booking them.

Just as a high-end traveller is willing to pay more for personalisation, efficiency and memorable service, corporate decision-makers value the same personalised touches and seamless experiences.

Personalisation is no longer a luxury; it’s a necessity.