Many hotel sales directors are looking for innovative and budget-friendly ways to impress clients and build relationships. One effective strategy is to offer surprise perks—small, unexpected gestures that can make a big impact on current and potential customers. Here are five reasons why incorporating surprise perks into your hotel sales strategy can transform relationships, promote loyalty, and ultimately increase bookings (and ROI). Plus, read through for a few real-world examples of surprise perks you can start using today.
1. Surprise Perks Leave a Lasting Impression
Most meeting planners evaluate hotels based on predictable factors: space, facilities, amenities, and cost. Adding a surprise perk into the mix gives your property the edge. A thoughtful upgrade—be it a complimentary spa voucher, a room upgrade, or a personalized welcome package—sticks in a meeting planner’s mind long after their initial visit.
It seems like everyone offers “unmatched service,” so it’s the unexpected gestures that make a hotel feel special. These perks show you care about the planner’s experience and demonstrate your willingness to go the extra mile.
2. They Build Relationships and Loyalty
Meeting planners often work under tight timelines and stress. By offering a surprise perk, you communicate empathy for their needs and create a moment of stress relief.
Consider this: A planner arrives at your hotel for a site visit, and you’ve prepared a personalized gift waiting for them in their room. It could be something as simple as their favorite snacks or a handwritten thank-you note. These thoughtful surprises forge an emotional connection, ensuring the planner remembers the kindness shown by your team.
Building such relationships fosters trust, which plays a significant role when meeting planners decide where to book their next large event.
3. They Differentiate Your Property in a Competitive Market
With countless hotels vying for the same business, competition among sales directors is fierce. Adding surprise perks to your strategy makes your property stand out in a crowded field.
For example, instead of just promising a “seamless experience,” back it up with small, exceeding gestures. Providing perks like early check-in or hosting a complimentary cocktail hour for the planner’s team during on-site visits can tip the scales in your favor. When all other factors are equal, something as simple as an unexpected gesture could mean the difference between winning or losing a booking.
4. They Increase Repeat Business
Surprise perks aren’t just about securing one booking—they’re about securing the next. Meeting planners have long memories when it comes to properties that exceed expectations. By surprising them with thoughtful perks now, you’re laying the foundation for a long-term relationship.
Consider a planner who chooses your hotel for a small corporate retreat, and you send them off with a personalized thank-you note and a discount code for future stays. That planner is much more likely to think of your property when booking the next event, recommending it to colleagues, or returning with larger groups in the future.
5. They’re Cost-Effective with a High ROI
The beauty of surprise perks is that they don’t need to break the bank. In fact, the financial investment in perks is negligible compared to the long-term benefits they bring. A thoughtful token or experience—like forwarding a bottle of wine to a planner during their stay—can result in thousands of dollars in revenue gained when that planner chooses your property for their event.
Hotels that consistently provide added value through perks report higher client satisfaction and higher rates of repeat visits. Best of all, it’s easy to track their effectiveness: By connecting perks with direct ROI, you’ll know precisely how impactful even small surprises can be on your overall sales performance.
Real-World Examples of Effective Surprise Perks
Hotels that successfully leverage surprise perks often think creatively about their audience. For example:
- A downtown hotel hosting a corporate leadership retreat surprised planners with curated “work-from-anywhere” kits, including branded notebooks, pens, and portable phone chargers.
- A resort gifted planners with local, artisanal products, helping both the planner and the property make a lasting impression.
- Some boutique hotels offer complimentary professional headshots for meeting planners and their team during group events—an essential item for professionals but rarely offered as a perk.
These simple but thoughtful examples highlight how proactive hospitality can win clients over while creating positive buzz around your hotel. Start small by sending planners handwritten notes, learn their preferences, and tailor perks to show them their business matters to your team. When paired with excellent service and world-class offerings, surprise perks are the key to securing bookings and building lasting partnerships with clients.
Take Action
To learn more about innovative hospitality strategies, stay up-to-date with Smart Meetings. Contact us today to discover how we can help you create memorable experiences that win over meeting planners every time!
