Booking Inside the Block, Part 3

I’ve blogged a few times recently about how meeting managers can encourage their delegates to patronize their contracted housing block when lower rates are available at nearby properties. If a strongly-worded statement (i.e. the guilt factor) is unsuccessful, we often suggest incentives: valuable benefits provided to only persons who patronize the block or group housing mechanism.

Depending on the group, some of these have been very successful – the trick is to match the method to your group. Knowing what’s valuable to your attendees and targeting it will work wonders. Here are a few ideas:

Incentives to Encourage Housing Block Participation

• Registration discount or other financial incentive (for this conference or future conference) - either $$ off or $$ back, or discount on next conference
• Tie registration and housing together, managed under one system.
• Service giveaway, such as free/discounted webinar or other educational service offered by the association
• Merchandise giveaway - could include logo items, small gift card giveaway (such as Starbucks or one of the hotel outlets)
• Special privileges — special reception or event, special recognition or thanks on signage or during program
• Special access; reduce wait time in lines – special early access to registration check in, meal functions, receptions
• Complimentary services included in rate, such as wireless, breakfast, coffee, club access, etc.
• Room drop – something of value left in attendee rooms on the first night
• Grand Prize drawing – a drawing of high value (vacation, computer, etc.) that people who patronize the block are automatically entered to win
• Exhibitor housing – tie exhibitor priority booth assignment process to housing block participation

Booking Inside the Block, Part 2

Earlier this week I blogged about the challenges meeting planners face managing housing in a buyer's market. Consider including a statement (such as the sample below) in your conference marketing materials to encourage attendees to participate in your room block. Market preemptively: early and often.

SAMPLE STATEMENT

Why book at the Conference Hotel?

Our organization has booked a block of rooms at the [hotel name] as a courtesy to our valued attendees. We work hard to make sure that the conference rate is competitive, and monitor the hotel’s other rates to make sure that our attendees are receiving the best deal.

Your stay helps our organization meet our obligation to the hotel, allowing us to keep registration rates low. Without your hotel stay, our organization may be assessed a financial penalty. This would jeopardize our ability to provide quality educational opportunities in the future. Please help us as we work to continue the many benefits of this conference.

Just a few benefits of booking at the headquarters [or official] conference hotel(s) include:

• You will be supporting the conference and helping us keep registration costs low.
• You’ll have the quickest access to all the conference has to offer, just a short elevator ride away.
• You can attend early-morning breaks and sessions without having to fuss with a taxi or get up early enough to walk.
• You will be in the center of all the action, able to meet other colleagues in the conference space, lobby, and restaurants.
• You can be assured that your sleeping room will be clean, and the hotel will offer all the customary business services.

Thank you for your continued support of our conference. We look forward to serving you for years to come.

Booking Inside the Block, Part 1

A recent survey of 2010 Meeting Trends by Meetings Media paints a bleak picture of the U.S. hotel industry in 2009. In a webinar reporting the results of the survey, industry analysts reported that:

• Overall hotel room supply increased by 3.2%, while demand decreased by 6.6%. This is a gap of nearly 10 percent between supply and demand, which results in lower prices.
• Occupancy decreased 9.5%
• Overall hotel rates fell by 9.0%, and hotel room revenue plummeted by 15.0%

These rates are aggregated for the U.S. hotel industry; some sectors of the market – particularly luxury and upper upscale – have been hit harder than lower-end products. So it’s no surprise that hotels are trying to win back customers by charging lower rates.

All of this turmoil means that there are excellent bargains out there for meeting planners who are booking future meetings. But one of the biggest challenges for 2010 will be minimizing attrition as attendees snatch up less expensive rooms on the internet. One of the questions that meeting managers dread is this: “I found a cheaper room on the internet. Why shouldn’t I book that one instead of the more expensive conference rate?”

In a time when bargains abound, its important to be forthright with attendees and let them know that booking outside the block hurts your organization. You work hard to provide a valuable educational and networking experience for them, and if they want to continue to benefit from the conference they need to hold up their end of the bargain.

Check back later this week for a sample statement you can include in your conference materials to encourage delegates to book within the block.

Streamlining & Simplifying to Protect your Bottom Line

All across the conference sphere, organizations are looking for ways to minimize the financial risk associated with holding their meetings. If you haven’t already done so, tying registration and housing together provides one-stop convenience for attendees and allows you to better manage your housing block.

When implemented correctly, a unified housing and registration system increases registration numbers and collects your revenue earlier in the registration process, optimizing your cash flow. It also ensures that all persons in the housing block are registered for the conference and prevents non-registrants from cannibalizing your housing block – which is important if you have an excellent rate in a popular city. Most importantly, you have ultimate control of your housing block, which minimizes wash and cancellation exposure

A number of registration providers now offer housing as an add-on service to the basic registration package, including RegOnline , eShow, and EventRebels. Alternatively, some housing bureaus are also offering convention registration. For a small cost, these companies can also collect attendees’ housing data and transmit it to the hotel(s) at a predetermined time. Housing deposits can also be processed directly through the registration interface allowing organizations greater control over last-minute cancellations and refunds.

Packaging registration and housing together protects organization and provides a one-stop shop for your conference delegates.