As a dedicated sales director in the hospitality industry, you’re accustomed to the ebb and flow of challenges that come your way. So, when your boss throws down the gauntlet with the directive to “group up,” it’s your time to shine. Group bookings can be a game-changer for your hotel’s revenue and reputation, but they also demand meticulous planning, impeccable communication, and a dash of creativity. In this article, we’ll walk you through the steps to turn this directive into a roaring success and ensure your next group event leaves a lasting impression.

A Digital How-to Guide to Growing Group Leads

But what happens when your boss throws down the gauntlet and tasks you with “grouping up”? …. This is your moment to shine!

1. Decode the Directive and Set the Stage

Before diving into action, ensure you’re on the same page with your boss. Unpack the directive – is it about corporate gatherings, weddings, conferences, or a blend of events? Understand the overarching goals to align your efforts with your hotel’s vision.

2. Crafting Your Strategic Blueprint

Develop a comprehensive strategy that encapsulates your approach. Define your target audience, set ambitious goals (bookings, revenue targets, etc.), and create a clear timeline. This blueprint will be your roadmap, guiding your efforts through each stage.

3. Envision Irresistible Packages

Design alluring group packages that present real value to potential clients. Think enticing room rates, complimentary event spaces, exclusive perks, and distinctive experiences that set your hotel apart from the rest.

4. Embrace the Power of Digital Marketing

Harness your digital marketing prowess to amplify your group offerings. Design captivating landing pages, craft tailored social media campaigns, and use precision-targeted email marketing to captivate potential clients.

5. Review, Update and Expand Your Digital Assets

Selling events is all about being able to SEE the event in your head and helping your customer see their vision coming to life at your property. Too often hotels rely on the same imagery they acquired when they opened. YOu know the 2 or three of the empty ballroom, a meeting room in U shape and/ or Classroom style. Is this who you are today? Do they impress? Do you take one look at the event space and say “Oh yeah, this is Exactly where I want my event for 150”? If not, it is time to expand your asset library. Work with event photographers. Investigate new media options. The revenue generated from just one event often offsets the investment for the media, so the net spend is minimal, and vital to helping you achieve your goals. 

6. Personalization, Your Secret Weapon

Reach out to your existing client base and prospects with personalized pitches. Showcase how your bespoke group solutions can cater to their specific needs, exceeding expectations at every turn.

6. Team Up with Event Planners

Collaborate with seasoned event planners to ensure every detail is accounted for. Their expertise can transform intricate planning into seamless execution, leaving clients in awe of your meticulous care.

7. Crafting Unforgettable Experiences

Go above and beyond standard offerings. Collaborate with your culinary artisans to curate custom menus, team up with local attractions for exclusive experiences, and consider bespoke amenities that amplify your event’s uniqueness.

8. Audit Your Competitors

Often the businesses that we lose group contracts to are not the same comp set hotels we lose room stays. What businesses are typically the ones you lose out to? What are they doing online? Where are they displayed? Are they doing any special promotions/ packages/ incentives that you can match? Start by doing a Google search for “wedding venues in {your market}” and see who shows up towards the top? Who is running search ads for “meeting rooms in..” It may only take a few minutes to learn that the business stealing all of your group opportunities is not even a hotel at all.  

9. Celebrate Success and Share the Story

When the event triumphs, it’s time to celebrate your team’s triumph. Broadcast the success across your digital platforms, spotlighting the event’s positive impact on your hotel’s reputation and revenue.

In a Nutshell

As a sales director in the hospitality realm, embracing the directive to “group up” is your time to shine. Through strategic planning, leveraging digital prowess, and curating exceptional experiences, you’ll not only fulfill your boss’s directive but surpass expectations, cementing your hotel’s reputation as an industry leader. So, gear up, rally the troops, and craft memories that resonate long after the event’s end. Your journey to group greatness starts now!

How KeyBuzz Digital Can Help

As an experienced hospitality marketing consultant, I understand the unique challenges and opportunities facing hospitality sales executives. That’s why I offer a suite of digital marketing services designed to help you grow more group leads in 2024.

If you’re serious about growing your group business in 2024, contact me today. I’ll help you develop and implement a digital marketing strategy that will help you achieve your sales goals.

Here are some specific ways that I can help you grow more group leads in 2024:

  • I can help you develop a strategic group marketing plan that identifies your target audience, sets realistic goals, and outlines the tactics you’ll use to achieve them.
  • I can help you create engaging content that attracts and converts qualified leads. This could include blog posts, optimize your online reputation and more.
  • I can help you manage your social media presence and run paid advertising campaigns to reach a wider audience and generate more leads.
  • I can track your results and provide you with insights so you can see what’s working and what’s not.

f you’re ready to take your group business to the next level in 2024, contact me today. I’m here to help you achieve your sales goals.

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