Meeting planners are responsible for the success of corporate events, conferences, and incentive programs. They are responsible for finding the perfect destination, securing a venue, managing logistics, and ensuring a seamless experience for attendees. But with evolving industry trends, tighter budgets, and higher expectations, planners face more challenges than ever.
Hotels, CVBs, and destinations looking to attract more group business, need to understand the top pain points of meeting planners. By aligning your marketing efforts with their needs, you can position your property or destination as their go-to choice. In this article, we’ll explore the key decision factors meeting planners consider and provide actionable strategies to connect with them effectively.
Budget Constraints: Maximizing Value Without Sacrificing Quality
What Planners Need:
Meeting planners are often tasked with delivering high-quality experiences while working within strict budget limitations. Rising costs for venues, catering, A/V services, and transportation mean they are constantly looking for the best value.
How to Market to Them
- Highlight cost-saving packages: Offer bundled pricing that includes accommodations, meeting space, and catering at a competitive rate
- Showcase value-added perks: Complimentary Wi-Fi, discounted parking, or free room upgrades can make a big difference
- Share success stories: Provide case studies of past events where you helped planners maximize their budgets without compromising on quality
Flexibility & Contract Terms: Why Planners Demand More Leeway
What Planners Need:
The uncertainty of recent years has led planners to seek venues with more flexible booking policies. Unexpected cancellations, attendance fluctuations, and travel restrictions have made rigid contracts a dealbreaker.
How to Market to Them
- Offer flexible cancellation policies: A lenient attrition clause or rescheduling options will be attractive to planners
- Showcase value-added perks: Complimentary Wi-Fi, discounted parking, or free room upgrades can make a big difference
- Share success stories: Provide case studies of past events where you helped planners maximize their budgets without compromising on quality
Sustainability: The Growing Demand for Green Meetings
What Planners Need:
Sustainability is no longer a nice-to-have—it’s a priority. Many corporations have sustainability goals that extend to their event planning, requiring venues and destinations to support green initiatives.
How to Market to Them
- Showcase your sustainability efforts: Highlight LEED certifications, energy-efficient practices, and sustainable food sourcing
- Provide quantifiable impact data: Detail how your venue reduces carbon footprints or minimizes waste during events
- Share testimonials from past eco-conscious events: Real-world examples of sustainable events hosted at your venue can be a strong selling point
Tech & Hybrid Capabilities: The New Event Standard
What Planners Need:
Hybrid and tech-driven events are now the norm, with planners expecting seamless in-person and virtual experiences. Reliable internet, A/V capabilities, and streaming options are non-negotiable.
How to Market to Them
- Highlight your tech infrastructure: Mention dedicated high-speed internet, streaming capabilities, and on-site tech support
- Offer pre-packaged hybrid solutions: Make it easy for planners by providing ready-to-go setups for hybrid meetings
- Partner with leading A/V providers: Assure planners that your venue is equipped with state-of-the-art technology
Unique & Experiential Offerings: Standing Out in a Crowded Market
What Planners Need:
Planners are looking for venues and destinations that offer memorable experiences beyond traditional meeting spaces. Attendees now expect more interactive and engaging events.
How to Market to Them
- Feature immersive experiences: Promote unique breakout spaces, team-building activities, and wellness offerings
- Highlight local attractions: Showcase how your destination’s culture, cuisine, and outdoor adventures can enhance events
- Use storytelling in marketing: Share compelling narratives of past successful events held at your venue to inspire planners.
Next Steps
Understanding the evolving needs of meeting planners is the key to successfully marketing your hotel, CVB, or destination. By addressing their biggest concerns—budget, flexibility, sustainability, technology, and experiences—you can position yourself as the ideal partner for their next event.
Are you ready to connect with more meeting planners and showcase your venue or destination? Contact Smart Meetings today to learn how our magazine advertising, digital marketing solutions, and in-person networking events can put your brand in front of the right audience. The first step is placing a listing on the Smart Marketplace.
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