The document summarizes key findings from a focus group with nine meeting planners on how hoteliers can better serve their needs. It provides five recommendations: 1) Make the planning process a partnership with flexibility; 2) Ensure the general manager is involved and instills confidence; 3) Give discounts on core meeting items to help planners' budgets and goals; 4) Showcase hotel event spaces and capabilities through photos and examples; 5) Share knowledge on engaging Millennials through technology at events. The focus group was conducted by MCM Research to understand the complex meetings market from the planners' perspectives.

1. Get inside
the mind of the
meeting planner.
Five things hoteliers should know
to score big with planners.

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Who we are.
• Fully integrated brand development
and marketing agency
• Founded in 1985
• Experience with B2B and B2C clients across
multiple industries, including the hospitality,
insurance, healthcare and industrial sectors
• Extensive travel and hospitality
experience including:
• More than 100 full-service
hotels and resorts
• Dining cruises
• Restaurants
• Luxury rail service

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Shocking news:
This market is complex.
• Continued economic rebound
• Increased competitive landscape filled
with more hotels and new brands
• Shrinking meeting size despite growing
number of hosted meetings
• New business habits and attendees
altering the meeting experience
• Continued focus on Millennials

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• One two-hour focus group
• Nine meeting planners
• Moderation by MCM Research
• Pre-screened participants for:
• Those responsible for booking national
corporate or association meetings
• Those responsible for booking meetings of
200+ room nights peak
• Final decision-makers or strong influencers on
meeting location
What we did.

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Our Findings

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• Build some flexibility into your contract.
• Be up front and honest.
• Keep the conversation going from pre- through post-meeting.
Make the meeting planning
experience a partnership.
1

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The GM sets the
tone for the meeting.
2
• The meeting planner expects to meet the GM during the planning process.
• A strong GM instills confidence in the planner.
• If the GM isn’t in control, the planner will book elsewhere.

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Give meeting planners
what they need.
3
• It’s all about ROI and budget. Help the planner meet these goals, and you’ll be rewarded.
• Discounts or deals on core items (i.e. WiFi and coffee breaks)
are more meaningful than extras like room upgrades and wine hours.
• Offer something unexpected that makes them the hero to their bosses and attendees.

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Show meeting planners
what you can do.
4
• Work with them to create their event. Help them visualize their ideal event in your space.
• Make it easy to find hotel photos, capacity charts, diagrams and room details.
• Provide examples of past setups and capabilities. Photos are best.

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Share your
knowledge of Millennials.
5
• Meeting planners are still learning how to engage Millennials.
Show them what has worked for you.
• Millennials like to be connected. Show them how to integrate “tech breaks” into events.
• Provide options for apps and social media during events.

11. For more information,
check us out.
Magnani.com/knows/hospitality
Twitter @Magnani_Dot_Com
Facebook facebook.com/MagnaniContinuumMarketing
LinkedIn linkedin.com/company/magnani-continuum-marketing