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WISDOM & WINE:
Join HSMAI Washington DC
for the first in a series of industry presentations and facilitated roundtable
This month’s feature is A Deep Dive into the DC Group Market: Using
Actualized Group Data to Evaluate Sales Strategies .
This interactive session
will present a detailed analysis of group meeting activity seen in the DC
market during Q1, Q2 and Q3 of 2017, and compare those results to the same time
period in 2016.
After the findings are
presented, a lively exchange of ideas will follow as participants consider how
the group trends seen in these factual analytics apply to their hotel. Participants will leave the
what specific segments of the group market produce the most actualized events,
and which segments are on the rise allowing more strategic comparisons and
evaluation of one’s own property results which may – or may not – be the same
and may -or may not – be a surprise.
having been given a deep dive into the Top 5 industries within the corporate
market segment and then examine which of those industries produce the most
actualized events and meetings in DC, and
what their preferred chain scale of choice is. (Don’t be surprised to see lower
chain scale hotels taking small meetings that were once the stronghold of
luxury and upper upscale hotels). We will also look at changes in the Top 5
from last year to this year. Participants can then evaluate the level of sales
resources their own hotels are putting toward these industries and consider if
changes or adjustments in sales efforts should be considered.
what the average daily square footage of meeting space required is for each of
the Top 5 corporate group sub-segments . This can help expand a hotel’s
understanding of which area hotels are actual
group competitors . It is highly
possible that they may not necessarily
be in your STR comp set group of hotels.
Is your hotel facing a threat of losing your smaller corporate groups to
some of the new smaller hotels opening in m-any cities, even if they are not in
your same chain scale? Better to know now before your smaller meeting rooms
start to run empty.
Our Speaker - Jim VanDevender Jim
is Chief Marketing Officer at Knowland which provides group data technology that helps
hotels, CVBs, and other venues drive revenue with meetings market
intelligence. He leads the marketing team that helps promote use and
awareness of Knowland’s suite of product offerings including Insight Elite, the
new innovative technology, exclusive to Knowland. Insight Elite has
revolutionized group prospecting by taking away the heavy lifting of finding
the best group opportunities for a hotel. This intuitive lead-generating
platform proactively finds, grades, and proactively presents better-qualified
group opportunities that match a property’s specific needs.
Jim is an award-winning hotel industry sales
veteran, having spent more than 20 years in various sales positions with
Hilton, Hyatt, and Le Meridien. He was
also on the planner side of the meetings industry when he was Vice President of
Training and Development for ConferenceDirect and managed one of the company’s
largest Strategic Meeting Management accounts.
In addition, he was the Team Leader for CD’s largest team of sales
Jim is considered an expert in the group market
and has over 17,000 Followers on LinkedIn that read his weekly blog and