Have you filled your meeting space with holiday events yet? If you don’t have your space filled, there is still time. Holiday party events are a surefire way to grab extra revenue and ensure you supplement your group pipeline before the end of 2022.
In a recent survey of Knowland customers, 78% of hoteliers have holiday parties on the books. 80% of respondents said they book hotel rooms with the corresponding parties and in most cases 10-20% of party attendees book rooms.
If you still have lots of openings for evening events, now is the time to gain insight into past events and connect with the meeting planners that are booking in your region.
From a hotel perspective, Christmas has traditionally begun in July as catering managers turn their efforts to selling space for holiday events, however, holiday parties are booking later than in pre-pandemic years. Based on past experience from the Delta and Omicron COVID-19 variants last winter, many corporate clients have been waiting to see if there is a case surge this fall. Now that there doesn’t seem to be a significant case uptick, more and more clients are beginning to book bigger parties that include not just employees, but families as well. So, if you still have rooms to fill or space for smaller events in Q4, you don’t want to miss out on this revenue stream.
In the post-pandemic era, organizations will likely be amping up their party expenses. Many employees will, continue with remote work into the new year. Employers are looking for ways to keep teams engaged and collaborating, and most importantly — build their corporate culture. That is why corporate clients may be looking to treat employees to a holiday event as a way to rebuild that face-to-face connection. Others may be looking to reconnect with customers through holiday gatherings.
Begin by reaching out to those businesses with whom you have worked in the past but new leads can be uncovered by tapping into past meetings and events. Gaining insight into parties that were held in past years, where those parties were booked, or if that type of business is right for your hotel can help sales teams shift share to your hotel. Ensure you finish out 2022 with a bang!
Here are some quick holiday party tips:
- Build out a one-page flyer that showcases the benefits of your space for holiday events, such as floor to ceiling windows, indoor/outdoor space, heated patios, in-house planner support, etc.
- Whether corporate or social, holiday parties with guest rooms available for attendees beyond the event space will boost attendance by offering a safe alternative to driving home late, especially if you package rooms with a mimosa brunch for two.
- Position your venue for business you can capture beyond catering such as salon or spa facilities. From a social perspective, a hotel that provides family and attendees with high-value amenities has the opportunity to “sell” your hotel for future event business.
- Build out a program that provides family activities for the next day, at your venue or partnered with a local attraction.
Share the love this season. It’s all about bringing in revenue for your property, so even if you are a catering manager that is hosting a holiday party, passing opportunities on to your corporate colleague will help expand those relationships beyond the current season.
