While they may not be large in size, planning an effective small meeting is no small achievement these days.
With corporate meetings business back in full force, many hoteliers say they are seeing an increase in the number of small and regional meetings competing for the same dates and amenities.
Among them is Ed Curry, director of sales and marketing for The Ritz-Carlton, Huntington Hotel & Spa in Pasadena, Calif., who notes that the number of small and regional meetings at his hotel is on the rise.
“People are meeting more frequently these days in order to keep up with changes in the business environment,” Curry says. “The need for communication has not changed, but it’s speeded up. You can no longer get away with just an annual meeting. Now we’re seeing more quarterly and semi-annual meetings.”
Because small and regional meetings are usually planned on a relatively short-term basis, Curry says planners sometimes run into trouble in trying to secure everything they need.
“Planners are looking for a combination of rooms, meeting space and creative activities,” he says. “If one is missing, it affects the whole program. So the further out you can book and the more flexible you can be, the better.”
Curry adds that securing meeting space for even a small group has gotten more challenging.
“We’ve seen a huge growth in demand from social events as well as meetings, so there’s a lot of competition for function space,” he says.
Mike Mason, vice president of sales for Gaylord Hotels, also notes increasing demand.
“Small groups are getting larger and large groups are getting larger,” he says. “As groups get larger, they use more breakout space, rooms that are typically used by smaller groups. So meeting space availability is often tighter than room availability.”
Like Curry, he advises planners to be flexible.
“Flexibility makes a huge difference in whether or not you spend top dollar or get a good deal,” he says. “If you call and ask for the best available rates anytime during a three-week period, you will get a good deal. It will not only affect the room rate, but food and beverage and all other costs associated with the meeting.”
Mason adds that even small meetings are lengthening their lead times.
“The booking window is lengthening because it has to,” he says. “The trend for booking was between four weeks and three months. Now, in some cases, that’s being pushed back to six months.”
Hal Powell, regional vice president of sales and marketing for Benchmark Hospitality in The Woodlands, Texas, says his company, which operates conference center properties, has also seen a rise in the number of small and regional meetings in recent times.
While Powell says some small groups, particularly those requiring just 15 to 35 rooms, are booking very short-term—sometimes just a week ahead—these days, there is also a trend in the other direction.
“Our clients who meet with us regularly such as boards of directors are confirming further out,” he says. “They know space is tighter.”
Powell also notes an increase in clients asking for multiyear meeting contracts.
“This is happening a lot in the 100- to 200-room category, especially with groups who have specific dates they want,” he says. “It’s a way that they can lock in what they need.”
