10 Strategies for Hotels that Attract Event Planners and Close Deals

Event planners have more choices than ever, and they’re not just looking for spaces—they’re looking for partners. To stand out, hotels must move beyond generic promotions and embrace strategic marketing that speaks directly to planners’ needs. Whether it’s simplifying logistics, showcasing your versatility, or proving your reliability, today’s most successful hotels are using targeted tactics to connect with this high-value audience. In this blog, we’ll explore strategies for hotels that not only catch the event planner’s eye but win their business.

Elevating Your Group Business: Decoding the Event Planner’s Needs

To truly cultivate thriving group business, hotels must move beyond simply offering space and instead deeply understand the multifaceted priorities of the modern event planner. Whether orchestrating a high-stakes corporate retreat demanding seamless technology and strategic breakout spaces, a milestone social celebration requiring ambiance and personalized touches, or a complex large-scale meeting necessitating logistical precision and efficient flow, planners share a common goal: to deliver impactful events with minimal friction.

They actively seek venue partners who act as an extension of their own team, offering not just flexible and adaptable spaces, but also proactively responsive teams who anticipate needs and provide solutions before being asked. Planners highly value crystal-clear and proactive communication, lightning-fast turnaround times on proposals and information, and intuitive tools – from digital floor plans to integrated booking platforms – that demonstrably simplify the often-complex planning journey.

Hotels that strategically anticipate these core needs, positioning themselves not merely as venues but as reliable, planner-centric partners invested in their success, will undoubtedly rise above the competitive noise. This proactive approach fosters trust, earns valuable repeat business, and transforms transactional bookings into long-term, mutually beneficial relationships. By meticulously focusing on what truly matters to event planners – efficiency, reliability, and partnership – your hotel can evolve into their indispensable, go-to destination for events of all types, social and corporate, and various scales and complexities.

Here’s how you can stand out and become a go-to destination for event planners.

1. Streamline the Request for Proposal (RFP) Process

Event planners juggle multiple RFPs simultaneously. A cumbersome process wastes their precious time and increases the likelihood they’ll move on to a more efficient option. Simplify their task by directly providing quick facts about your property on your website, including capacity, layout options, and catering services. Embed a lead form that’s easy to find and fill out, ensuring planners can request more information with minimal hassle. The simpler the initial inquiry process, the more likely planners will consider your venue.

• Quick Facts on Website: Go beyond just capacity and layout. Include downloadable spec sheets with room dimensions, ceiling heights, AV capabilities, standard setups, and even sample menus with pricing tiers. Consider interactive floor plans that allow planners to visualize different configurations.
• Easy-to-Find Lead Form: Ensure the form is prominent on your events or groups page and mobile-friendly. Ask only for essential information initially to reduce friction. Consider using progressive profiling to gather more details over subsequent interactions.
• Automated Responses: Implement an auto-responder that acknowledges receipt of the RFP and sets clear expectations for the response timeline (e.g., “You can expect a personalized proposal within 24 business hours”).
• RFP Templates: Offer downloadable RFP templates on your site that planners can use, subtly guiding them to provide the information you need most efficiently.
• Integration: Explore integrating your lead form directly with your event management software to automate the initial data entry and streamline internal workflows.

2. Showcase Past Successes

Event planners must be confident in a venue’s ability to deliver. Dedicate an event section of your website to highlighting past events, especially large-scale ones and ones for both social and corporate purposes. Include high-quality images, detailed descriptions, and, most importantly, testimonials from satisfied clients. Seeing is believing, and a well-curated showcase of successful events can significantly boost your hotel’s appeal.

• Detailed Case Studies: Go beyond basic descriptions. Highlight the event’s objectives, the planner’s specific needs, the creative solutions your team implemented, any challenges overcome, and quantifiable results (e.g., positive attendee feedback, increased engagement).
• High-Quality Visuals: Include professional photography and videography that capture the ambiance, setup, and overall success of the event. Showcase different room configurations and event types.
• Video Testimonials: Short video clips of satisfied event planners speaking to their positive experiences can be incredibly impactful and feel more authentic.
• Categorized Portfolio: Organize your event showcase by type (corporate, social, weddings, conferences) and size to allow planners to easily find relevant examples.
• Social Media Integration: Share snippets and behind-the-scenes glimpses of successful events on your social media channels, tagging relevant planners or organizations where appropriate (with permission).

3. Demonstrate Versatility

Event planners always look for versatile spaces that adapt to various themes and event space sizes. Whether your venue offers an intimate rooftop setting for a cocktail party or a grand ballroom for large gatherings, ensure this versatility is front and center in your marketing materials. Detailed floor plans, virtual tours, and a gallery of past events in different settings can help planners envision their event at your location.

• Visual Galleries by Space: Create dedicated galleries for each event space showcasing it in different setups (e.g., theater-style, banquet, classroom, cocktail reception).
• Virtual Tours with Configuration Options: Utilize interactive virtual tours that allow planners to visualize different layouts and even “place” virtual furniture. Tools like Tripleseat Floorplans are invaluable here.
• Highlight Unique Features: Showcase any unique architectural elements, outdoor spaces, or adaptable features that make your venue stand out and can be leveraged for different event themes.
• Themed Event Examples: Feature examples of how your spaces have been transformed for different types of events (e.g., a formal gala vs. a casual networking event).
• Capacity Charts for Various Setups: Provide clear charts outlining the capacity of each space for different configurations (e.g., seated dinner, standing reception, conference).

4. Increase Visibility in the Right Places

Being visible where event planners are searching is critical. Ensure your property is listed on Google and other relevant search engines. Additionally, leverage venue marketplaces like EventUp by Tripleseat to increase your reach. These platforms are often the first stop for planners seeking the perfect venue, so maintaining a strong, attractive presence on them is key.

• SEO Optimization: Ensure your website is optimized with relevant keywords that event planners use in their searches (e.g., “conference venues [city],” “corporate event spaces,” “wedding venues with capacity for X”).
• Google My Business: Maintain an up-to-date and comprehensive Google My Business profile with high-quality photos, accurate information, and responsive engagement with any inquiries.
• Venue Marketplaces: Actively manage your listings on platforms like EventUp by Tripleseat, Cvent, The Knot, and WeddingWire, ensuring your profile is compelling and up-to-date with availability and pricing.
• Industry Partnerships: Collaborate with local tourism boards, event industry associations, and destination marketing organizations to increase your visibility within the planner community.
• Targeted Digital Advertising: Consider running targeted ads on platforms like LinkedIn, which is heavily used by corporate event planners, focusing on specific event types or planner roles.

5. Offer Customizable Packages

Instead of one-size-fits-all pricing, create tiered or à la carte packages that cater to different types of events and budgets. Planners appreciate flexibility, whether it’s in choosing food and beverage options, room setups, or AV capabilities. Highlighting your ability to tailor packages can give you a major edge over venues with rigid offerings.

• Tiered Packages: Offer different base packages with varying levels of inclusions (e.g., basic room rental, standard AV, select catering options).
• À la Carte Add-Ons: Provide a clear menu of optional services and upgrades (e.g., enhanced AV, specialized decor, unique F&B options) with transparent pricing.
• Customization Examples: Showcase examples of how past clients have tailored packages to fit their specific needs and budgets.
• Package Builders: Consider implementing a simple online tool that allows planners to get an initial estimate based on their selected options.
• Highlight Flexibility: Emphasize in your marketing materials your willingness to work with planners to create truly bespoke event experiences.

6. Build Relationships with Local Vendors

Create a preferred vendor list that includes florists, DJs, photographers, and AV specialists. Not only does this make planning easier for your clients, but it positions your property as a one-stop-shop for seamless event execution. It also shows that you’re invested in their success beyond just providing the space.

• Curated Vendor List: Create a well-vetted list of preferred vendors with contact information and brief descriptions of their specialties.
• Preferred Vendor Partnerships: Negotiate potential benefits or discounts for clients who use your preferred vendors.
• Joint Marketing Efforts: Collaborate with your preferred vendors on co-marketing initiatives, such as joint blog posts or webinars.
• On-Site Introductions: Facilitate introductions between planners and relevant vendors during site visits.
• Streamlined Billing: Explore options for simplifying the billing process when using preferred vendors.

7. Invest in Sustainability

Planners—especially for corporate events—are increasingly prioritizing venues that align with environmental values. Promote any eco-friendly initiatives you’ve implemented, such as composting, energy-efficient lighting, or locally sourced catering options. A sustainability commitment can differentiate your property and appeal to socially conscious planners.

• Clearly Communicate Initiatives: Dedicate a section of your website or marketing materials to detail your specific sustainability practices (e.g., waste reduction, water conservation, energy efficiency, responsible sourcing).
• Certifications and Partnerships: Highlight any relevant sustainability certifications you’ve obtained or partnerships you have with environmental organizations.
• Sustainable Package Options: Offer specific event packages with sustainable choices (e.g., locally sourced menus, eco-friendly decor).
• Track and Report Impact: If possible, quantify the environmental impact of your initiatives (e.g., amount of waste diverted from landfills).
• Train Your Staff: Ensure your team is knowledgeable about your sustainability efforts and can communicate them effectively to planners.

8. Provide Exceptional Site Visits

Make every site tour feel like a VIP experience. Personalize it based on the planner’s event type, have staff on hand to answer questions, and send a thoughtful follow-up afterward (such as a recap deck or proposal). First impressions matter, and a polished site visit can go a long way toward sealing the deal. Also, consider virtual tours of your event space using technology such as Tripleseat Floorplans.

• Personalized Agendas: Tailor the site visit agenda to the specific needs and interests of the planner and their event type.
• Dedicated Point of Contact: Assign a dedicated event professional to conduct the tour and answer all questions thoroughly.
• Informative Materials: Provide a comprehensive information packet that includes floor plans, capacity charts, catering menus, AV capabilities, and testimonials.
• Showcase Potential Setups: If possible, have the event spaces set up in configurations relevant to the planner’s event.
• Virtual Tour Follow-Up: As you mentioned, virtual tours using tools like Tripleseat Floorplans are crucial for planners who can’t visit in person or as a follow-up to reinforce their experience.
• Prompt and Personalized Follow-Up: Send a personalized thank-you email or even a brief video recap of the visit, reiterating key selling points and addressing any specific questions.

9. Showcase Real-Time Availability

If possible, incorporate calendar tools or availability requests directly into your website or event lead form. Reducing back-and-forth communication helps planners make faster decisions and keeps their experience with your venue efficient from the outset.

• Integrated Calendar Tools: Embed a user-friendly calendar on your website that displays real-time availability for your event spaces.
• Availability Requests on Lead Forms: Include a clear field in your lead form for preferred dates and consider integrating it with your booking system to provide immediate feedback on availability.
• Proactive Communication: If real-time availability isn’t feasible, ensure your team provides prompt updates on availability in response to inquiries.
• Highlighting Flexible Dates: If you have some flexibility in your schedule, communicate this to planners who might have some wiggle room with their dates.

10. Back it Up with Top-Notch Event Management Software

Once the inquiries start rolling in, you must be equipped to handle them. Implementing the best event management software, like Tripleseat for Hotels, ensures that every detail, from the initial request to the final billing, is handled seamlessly. This improves the client’s experience and streamlines your team’s workflow, ensuring that every event is executed flawlessly.

• Highlight Planner-Facing Benefits: Emphasize how your software improves their experience (e.g., easy access to contracts, online payment options, collaborative planning tools).
• Showcase Internal Efficiency: Explain how the software allows your team to be more responsive and organized, ultimately benefiting the planner.
• Integration Capabilities: Mention any integrations with other tools that planners might use (e.g., CRM systems, marketing automation platforms).
• Training and Support: Assure planners that your team is well-trained on the software and can provide support throughout the planning process.

Ready to make your hotel the top choice for event planners? Discover how Tripleseat for Hotels can transform your event management process and help you deliver exceptional experiences every time. Contact us today for a demo and start your journey to becoming the premier event venue.