Editor’s note: This is the first installation of our new, semi-regular Supplier Side column, which gives a voice to meetings professionals who may not fill the traditional role of planning meetings.
While it’s been a year of resurgence, it’s also an ongoing roller coaster for the hospitality industry worldwide.
Leisure and business travelers are hitting the road once again and the meetings and events industry segment is back to producing top-line revenues. And, although the GDP shows growth, the economic environment mindset is one of scarcity, leading decision-makers to consider a multi-pronged approach to move business forward.
There’s a term in the hospitality industry called “group up.” Group up means if a crisis, recession or any type of disruption happens, lock the business in now, get the signed contract and move forward with the logistics of the meeting or event. That way, if things go down, both sides have the contracted business confirmed and it becomes much less likely a cancelation will result in the loss of thousands—or tens or hundreds of thousands—of dollars.
When the meetings and events industry “group up,” or partner together, they can share the risk of doing business in an unreliable time.
So, what does this mean for speakers, authors, coaches and bureaus? The entire hospitality industry needs you to “group up” and help solidify the business, too.
Cvent recently reported that 29% of planners expect hospitality partners to help them maximize the entire experience to create better meetings and events.
That said, here are three ways speakers can work collaboratively with decision-makers to create that proverbial rising tide that lifts all boats in 2023.
[Related: Hospitality Today Live’s Deborah Gardner Shares Pandemic Lessons From Guests]
Speaker Resolutions for 2023
Selling Is OUT! Relationships are IN!
With many decision-makers in new roles post-pandemic, start by creating trustworthy relationships with your new colleagues.
Motivational speaker and change artist Lisa Demmi offers the following advice:
“Pay attention to something that you may have gleaned from a conversation. For instance: My client is going to the Florida Keys for the holidays. Since experiencing the area before, I proactively put together a list of some suggestions for places to visit and sent it to her. She was super happy to receive the list.”
To stay top-of-mind with decision-makers, continually build deeper relationships---don’t focus just on selling.
Take Advantage of Bundling
Even though meetings spend is rising, it does not mean decision-makers are experiencing higher budgets. Some are creating bundled packages to help increase their bottom line.
Jessica Pettitt, diversity and leadership keynote speaker, suggests the following:
“Clients should book a speaker through multiple conferences. I have spoken at two conferences in the same hotel on the same week before. It worked great for the clients financially and I got to stay in the same hotel and city for different engagements.”
By suggesting bundling, and communicating the option to hotels, everyone wins.
Have a Proactive Communication Strategy
The more you communicate with your customers, the more likely they will remember you.
Former Black Hawk pilot and motivational speaker Elizabeth McCormick suggests this strategy:
“Anticipate the needs of the client before they even ask. Proactively highlighting your great communication skills makes you easier to book. The client can see the benefit to booking ‘you’ immediately.”
While it’s tough to say what the hospitality industry will look like tomorrow—or next month, at this pace!—one thing’s for sure: It won’t be the last time we experience some type of crisis or challenge.
We may not be disruption-proof, but when working together, we can believe we can be disruption-resilient. So, “group up” for a winning and profitable partnership in the coming year.
“Remember, you are not in the speaking business. You are in the meetings business!”
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