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10 X Your Off-Site Meeting: 5 Things to Do Right Now to Get Better Deals from Hotels Mike Mason, ZEO Zentila Mike.mason@zentila.com 407-656-5683

25 + years in hotel sales and marketing Former SVP Sales for Gaylord Hotels BOD MPI and ASAE 2/28/2013 WWW.ASAPORG.COM - Webinar 4

Belinda George Director of Partnershipz April Anderson Director of National Accountz 2/28/2013 WWW.ASAPORG.COM - Webinar 5

What you ll get out of today The State of the Industry: Behind the curtain How to value your meeting How to think like a hotel salesperson Simple changes = huge outcomes How to be a new ipad owner by tomorrow 2/28/2013 WWW.ASAPORG.COM - Webinar 6

Behind the Curtain: The Hotel Sales Office 300% Increase in leads from 5 years ago 70% of meeting requests are electronic 87% Decrease in closing rates Source: MPI WEC 2012, Marriott 2/28/2013 WWW.ASAPORG.COM - Webinar 7

RFP Spam [ar-ef-pee spam] noun; verb Forms: spams, spammed, spamming RFP: Request for Proposal RFP Spam: Sending one meeting request to dozens and dozens of hotels. RFP Spam Is the #1 Planner Productivity Killer 2/28/2013 WWW.ASAPORG.COM - Webinar 8

Meeting Planner Pain 6 out of 10 hotels: Either don t respond or send incomplete information. Homogenized Bids: I just copy and paste from one RFP to the other. Incomplete bids: Give em the basics and if they re interested, they ll be in touch. Late bids: Just not enough time in the day. No bids at all: It s not going to book anyway. 2/28/2013 WWW.ASAPORG.COM - Webinar 9

How do you get your meeting request to stand out? How do you motivate the sales manager to jump? How do you ensure you re not homogenized and get a great offer every time? 2/28/2013 WWW.ASAPORG.COM - Webinar 10

Think Like a Salesperson 2/28/2013 WWW.ASAPORG.COM - Webinar 11

Know the Value of Your Meeting Hotel salespeople sell your meeting So know their key selling points Food and Beverage Pattern Space-to-Rooms 2/28/2013 WWW.ASAPORG.COM - Webinar 12

ASAP Regional Meeting Room Block: 50 rooms for 2 nights 50 attendees Catering: Continental Breakfast and Lunch each day Opening reception One dinner 2/28/2013 WWW.ASAPORG.COM - Webinar 13

Revenue Management Worksheet Group Name: ASAP Regional Meeting Sales Manager: Sam Iam Market Segment : Corporate Rooms on Peak: 50 Escalator: Confirmed Proposed Group Rate: $199 Total Room-Nights: 105 Group Ceiling: 400 Guaranteed F&B Rev: $10,000 Wash Percentage: 10% Hotel Capacity: 500 Room Rental: - Washed Block: 95 Calculations Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 Thu Fri Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 Target Rate by Day $199 $169 $169 $169 $229 $229 $229 $229 $169 $169 $169 Contracted Group Block 5 50 50 Washed Block - - - - 5 45 45 - - - - On the Books 250 250 300 - - 25 400 400 Group Total 250 250 300-5 45 45-25 400 400 Transient Demand 75 75 75 75 75 75 75 75 75 75 75 % Occupancy sold: 65% 65% 75% 15% 16% 24% 24% 15% 20% 95% 95% Calculations Meeting Requirements Contracted Washed Average Hotel revenue revenue per room Minimum Is required Meeting Space available on ALL days? YES Rooms $20,895 $18,905 $199 $229 Does this group meet the Space-to-Rooms Ratio? YES F&B $10,000 $10,000 $105 $95 With this group, do we stay under the group ceiling? YES Room Rental - - - - Does this Group meet the minimum rate? NO $30,895 $28,905 $304 $324 Does this group meet the F&B Minimum? YES History of Group Hotel Year & Rate Notes Hotel ABC 2010 $189 Hotel XYZ 2009 $189 Comments: Customer would like rate to be under $200. RevMAX Approval General Manager Sales Function Book Catering 2/28/2013 WWW.ASAPORG.COM - Webinar 14 Y N

1. Know the Value: Food and Beverage (F&B) Revenue Management Worksheet Group Name: ASAP Regional Meeting Sales Manager: Sam Iam Market Segment : Corporate Rooms on Peak: 50 Escalator: Confirmed Proposed Group Rate: $199 Total Room-Nights: 105 Group Ceiling: 400 Guaranteed F&B Rev: $10,000 Wash Percentage: 10% Hotel Capacity: 500 Room Rental: - Washed Block: 95 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/ Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Fri Fri Sat Sun Mon Tue Wed Thu Know your anticipated spend Don t forget the breaks! Rate by Day $199 $169 $169 $169 $229 $229 $229 $229 Negotiation Tip: Up your minimum Group Block 5 50 50 ashed Block - - - - 5 45 45 - Low F&B spend = High room rental n the Books 250 250 300 - - Group Total 250 250 300-5 45 45-2/28/2013 WWW.ASAPORG.COM - Webinar 15

2. Know the Value: Group Name: ASAP Regional Meeting Sales Manager: Sam Iam Market Segment It s : Corporate All Rooms in on Peak: the 50 Pattern Escalator: Confirmed Proposed Group Rate: $199 Total Room-Nights: 105 Group Ceiling: 400 Guaranteed F&B Rev: $10,000 Wash Percentage: 10% Hotel Capacity: 500 Room Rental: - Washed Block: 95 Calculations Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 Thu Fri Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 Target Rate by Day $199 $169 $169 $169 $229 $229 $229 $229 $169 $169 $169 Contracted Group Block 5 50 50 Washed Block - - - - 5 45 45 - - - - On the Books 250 250 300 - - 25 400 400 Group Total 250 250 300-5 45 45-25 400 400 Transient Demand 75 75 75 75 75 75 75 75 75 75 75 % Occupancy sold: 65% 65% 75% 15% 16% 24% 24% 15% 20% 95% 95% Calculations Meeting Requirements Contracted Washed Average Hotel revenue revenue per room Minimum Is required Meeting Space available on ALL days? YES Rooms $20,895 $18,905 $199 $229 Does this group meet the Space-to-Rooms Ratio? YES F&B The $10,000 day $10,000 of the $105 week $95 you With this arrive group, do we stay and under the depart group ceiling? YES Room Rental - - - - Does this Group meet the minimum rate? NO $30,895 $28,905 $304 $324 Does this group meet the F&B Minimum? YES History of Group Hotel Year & Rate Notes Hotel ABC 2010 $189 Hotel XYZ 2009 $189 Comments: Customer would like rate to be under $200. Revenue Management Worksheet Hotels will rarely blow a pattern Wrong pattern is the #1 turndown reason RevMAX Approval General Manager Sales 2/28/2013 WWW.ASAPORG.COM - Webinar 17 Y N

Revenue Management Worksheet Group Name: ASAP Regional Meeting Sales Manager: Sam Iam Market Segment : Corporate Rooms on Peak: 50 Escalator: Confirmed Proposed Group Rate: $199 Total Room-Nights: 105 Group Ceiling: 400 Guaranteed F&B Rev: $10,000 Wash Percentage: 10% Hotel Capacity: 500 Room Rental: - Washed Block: 95 Calculations Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 Fri Fri Sat Sun Mon Tue Wed Thu Fri Sat Sun 10/11/13 10/12/13 10/13/13 10/14/13 10/15/13 10/16/13 10/17/13 10/18/13 10/19/13 10/20/13 10/21/13 Target Rate by Day $199 $169 $169 $169 $229 $229 $229 $229 $169 $169 $169 Contracted Group Block 5 50 50 Washed Block - - - - 5 45 45 - - - - On the Books 250 250 300 - - 25 400 400 Group Total 250 250 300-5 45 45-25 400 400 Transient Demand 75 75 75 75 75 75 75 75 75 75 75 % Occupancy sold: 65% 65% 75% 15% 16% 24% 24% 15% 20% 95% 95% Calculations Meeting Requirements Contracted Washed Average Hotel revenue revenue per room Minimum Is required Meeting Space available on ALL days? YES Rooms $20,895 $18,905 $199 $229 Does this group meet the Space-to-Rooms Ratio? YES F&B $10,000 $10,000 $105 $95 With this group, do we stay under the group ceiling? YES Room Rental - - - - Does this Group meet the minimum rate? NO $30,895 $28,905 $304 $324 Does this group meet the F&B Minimum? YES History of Group Hotel Year & Rate Notes Hotel ABC 2010 $189 Hotel XYZ 2009 $189 Comments: Customer would like rate to be under $200. RevMAX Approval General Manager Sales Function Book Catering 2/28/2013 WWW.ASAPORG.COM - Webinar 18 Y N

3. Know the Value: Hotels Don t Sell Guest Rooms! They sell meeting space! Know your Space-to-Rooms Ratio. Far more attendees than guest rooms? Ugh. Good: 2 x guest rooms. 2/28/2013 WWW.ASAPORG.COM - Webinar 19

How to calculate your total space Each day, count the seats x 20 sqft and divide by your room block. 2/28/2013 WWW.ASAPORG.COM - Webinar 20

4. Know the Value: Your Booking Window Matters The time between when you send the meeting request and when your group arrives Inside 6 months: Short-term Yikes. I need to fill this hole! Outside 6 months: We re not desperate yet. 2/28/2013 WWW.ASAPORG.COM - Webinar 21

5. Be Flexible Never ever say, My dates are not flexible Negotiation Tip: Be flexible after the contract is signed Know how to be flexible on your meeting space 2/28/2013 WWW.ASAPORG.COM - Webinar 22

How to Be Flexible on Your Meeting Space Use the Main room for a breakout session Put meals in Main room or a restaurant Use theater set instead of classroom set What can 1,000 square feet hold? Set-Up Capacity Theater 90 Banquet 75 Classroom 45 Hollow square 30 2/28/2013 WWW.ASAPORG.COM - Webinar 23

6. Salespeople are Jealous Date no more than 6 or so hotels Then tell each of them about the others 2/28/2013 WWW.ASAPORG.COM - Webinar 24

7. Tell Them When and How the Decision Will Be Made July 2013 Sun Mon Tue Wed Thu Fri Sat 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 We It s all need about your your response Short List by this date Friday, keep July it close 12. Hold We will to it: then Credibility pick our will Short sky-rocket List by July 16. Sets I will up let negotiations you know who and made meeting the execution via email. 2/28/2013 WWW.ASAPORG.COM - Webinar 25

8. Make Them Work Hard at the Right Time Save the important work for when the hotel stakes are the highest Once they ve made your Short List If you want to check many hotels, focus first on Dates, Rates, and Space and your Short-List date. 2/28/2013 WWW.ASAPORG.COM - Webinar 26

9. Send Lots of Love Notes Update your hotels often so that your meeting remains relevant Builds trust and helps the sales manager protect your availability Sets the tone for negotiations 2/28/2013 WWW.ASAPORG.COM - Webinar 27

10. Don t Leave em Hanging Communicate your decision to all hotels as soon as possible Let them know who won and why 2/28/2013 WWW.ASAPORG.COM - Webinar 28

Make Your Meeting Request More Bookable 1. Know the value of your Food and Beverage. 2. Know the value of your meeting pattern. 3. Know the value of your Space-to-Rooms Ratio. 4. Know the value of your booking window. 5. Be flexible. 6. Limit the number of hotels. 7. Explain how the decision will be made. 8. Make salespeople work hard at the right time. 9. Keep the salespeople engaged they care. 10. Always close the loop. 2/28/2013 WWW.ASAPORG.COM - Webinar 29

Sign up for free: ASAP.zentila.com Helpful tips at our blog: meetings.zentila.com Sign up by tomorrow, March 1 at midnight to enter a drawing for an ipad Mini! 2/28/2013 WWW.ASAPORG.COM - Webinar 30

Sign up for free: ASAP.zentila.com Helpful tips at our blog: meetings.zentila.com Sign up by tomorrow, March 1 at midnight to enter a drawing for an ipad Mini! 2/28/2013 WWW.ASAPORG.COM - Webinar 31

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