Three event types for hotel brands to consider: and how they can add value

By Sarah Yeats, Managing Director, Sledge

From local and boutique, to large-scale and part of an international group, no two hotels are the same, and yet they share a key feature in common: they offer a plethora of unique facilities and spaces for events.

However, in what ways can hotels attract leading brands to their sites, and ensure the events they host are both memorable, and a success for guests?

Consider the hotel’s specialism

Being everything to everyone can be a challenge, so aim to hone in on your USPs, which will be very much dependent on your facilities, as well as location.

If, for example, the hotel is situated in central London, this may mean the event spaces are best suited to conferences and product launches, as the client’s target audience is located there, and those travelling from different parts of the country or world can access the space with ease.

On the other hand, if the site is situated in the countryside, incentive events for organisations’ employees may be relevant, particularly if you’re able to curate and host nature-based experiences and team building activities.

Communication is key

Once the area of expertise has been identified, consider who you need to communicate with to raise awareness of the hotel’s offering. This may be in-house marketing and event managers, as well as event agencies, as they support leading brands to bring their vision to life.

If the focus is on increasing event numbers at your site, hosting experiences for these groups is an effective way to drive business and advocacy.

Below I delve into three key event types that may be suitable for your hotel and/or the spaces within it.

Embrace the showcase

Venue showcases are an effective way to highlight your offering, as they bring attendees together to witness how their own event may unfold within the space/s in real time, and are well suited to those seeking to host conferences, awards evenings, and launches.

Important considerations here include creative theming, the use of state-of-the-art audio visual technologies, inclusion of performances, and bespoke catering, as these will all highlight your capabilities. Meanwhile, resourcing effectively is also key, as it will ensure the experience is managed seamlessly.

Site tours, with a unique twist

Inviting specific brands or event agencies to explore the site, from its guest rooms and event spaces, to technology capabilities, and food offering is a great way to establish and strengthen relationships, and ensure the site is firmly on their radar when it comes to planning upcoming events.

A key change that has come with living in a post-pandemic world, however, is that many of us now prefer flexibility in how we attend one-to-one meetings, as well as larger events.

A film agency can add immense value here, as it can develop immersive site tour experiences, which bring key spaces to life, and allow viewers to get a feel for the complete offering from afar, as well as live stream events as they unfold, so that they become hybrid in nature.

This is particularly effective if a client is based many hours away or overseas, as it reduces the need to travel, and therefore the meeting or event’s carbon footprint.

Curate the complete experience

Familial trips are one to explore if incentive experiences are a focus area for your site, and may involve inviting event professionals to stay overnight, engage in sessions in key meeting rooms, and take part in extracurricular activities.

This approach enables them to put themselves in attendees’ shoes, ask questions about the facilities, staff, and customisation options, and determine whether, based on their client’s brief, the hotel is suitable for any incentive events they are either pitching, or working on.

The power of experiences

Hosting experiences can be incredibly powerful for hotels, in that they provide another revenue stream in addition to guest accommodation, and can raise awareness of the site’s wider offering, in that it brings large groups of people together for memorable and uplifting experiences that they then share with their networks.

The key in securing this work is identifying the needs of your target audience, fostering strong relationships with them, and, where relevant, looking to event professionals who understand your vision and objectives – as this will ensure the experiences you host are creatively and strategically-led, and resonate with guests. Furthermore, this approach can result in additional event work, or repeat business.