How to Convert Meeting Planners to Your Hotel Website

With the return of in-person events and the resurgence of business travel, the importance of converting meeting planners to your hotel website takes on a whole new meaning.

This emerging scenario presents a golden opportunity for hoteliers whose properties have space dedicated to meetings and events. So, if your hotel has meeting and event spaces, your website should definitely meet the needs of both business and leisure travelers. And this is where hotel website personalization comes in.

After identifying the meeting planner on your hotel’s website, getting the right message, to the right person, at the right time is essential. Using targeting and personalization tools, you’ll be able to provide additional information to what’s available on your Meetings & Events page. Following such an approach ensures that you deliver relevant messaging at specific points in the booking funnel, which helps convert meeting planner watchers into people who book.

Today we bring you some hotel website customization tips from our latest MICE guide to drive meeting sales and offer inspiration on how to secure those higher yielding bookings.

1. Offer a warm welcomeWhen a visitor first arrives on your Meetings & Events page, you should send them a warm and personal greeting from your events team. Provide your contact details, along with a CTA to submit a Request for Proposal (RFP) – it’s a great way to get the process started!

Source: The hotel network
Source: The hotel network

2. Highlight what makes your spaces uniqueWhen a meeting planner scrolls through your Meetings & Events page, you can take advantage of Smart Notes to highlight the unique features of your properties. But don’t limit your messaging. Make your notes clickable so users are redirected to other relevant pages – perhaps you want to encourage them to browse images or videos associated with your meeting spaces, rooms, or associated food and drink menus.

Source: The hotel networkSource: The hotel network
Source: The hotel network

3. A win-win for planners and your databaseIf the meeting organizer decides to visit the rooms page, restaurant page, or gallery page, you can use a form building functionality. A custom form makes it easy for meeting planners to request more information from your property, while simultaneously boosting your marketing database. A key moment is presented, as the intention to learn more is already demonstrated by advancing to this stage, and allows you to capitalize on the moment by gathering their contact information for future opportunities.

Source: The hotel networkSource: The hotel network
Source: The hotel network

4. Seal the deal with a limited time offerFinally, if a meeting planner visits your Special Offers page, you can present them with a unique message that offers an exclusive discount and additional perks based on their profile. Going further, setting a time frame for the website visitor to experience these benefits will create an added sense of urgency. Be sure to include meeting and event specific perks such as Wi-Fi, food and beverage credits, or other perks guaranteed to attract!

Source: The hotel network

So there you have it, four powerful strategies for engaging with meeting planners on your hotel website. By taking advantage targeting and personalization techniques, you can successfully convert meeting planners landing on your hotel website and propel your direct channel to new heights by capturing your fair share of this recovering segment of the hospitality industry. .

We at THN have carefully curated a guide on how to interact with meeting planners on your hotel website. By deeply analyzing their booking behavior, we provide actionable tips on how to entice meeting planners to book direct. Download the full guide here.

About the hotel network

The Hotels Network is an innovative technology company that works with over 14,000 hotels worldwide. Boasting an international team of specialists with deep expertise in hospitality, product design and consumer marketing, the company offers its customers a comprehensive growth platform to power their direct channel. By leveraging a suite of built-in tools and analytics, hospitality brands can attract, engage and convert guests throughout the user journey.

In addition to price comparison, review summary and a full suite of personalization options, THN’s Oraculo product leverages machine learning techniques to predict user behavior and then automatically personalizes the message and content. offer for each user. The company’s latest innovation, BenchDirect, is the first benchmarking product for the direct channel, providing hotels with unprecedented competitive data that is a complete game-changer.

THN’s mission is to improve the online booking experience, increase direct bookings and strengthen the relationship between hotel brands and their customers.

For more information on BenchDirect destinations, visit https://info.thehotelsnetwork.com/fr/benchdirect-dmos

For more information about THN, visit https://thehotelsnetwork.com/en or contact [email protected]

Sherry J. Basler