Third-party meeting planners are some of the most organized people you’ll meet. They manage many details about not just one group event but, typically, several at once. They’re busy, to say the least, and they make decisions on a timeline. If your hotel property can become a reliable resource for meeting planners, you’ll see more groups coming your way.
Let’s examine how hotel properties can increase sales by creating long-lasting relationships with third-party meeting planners.
What is a Third-Party Meeting Planner?
Third-party meeting planners (TPMPs) are event professionals who work alongside internal teams to manage every aspect of a meeting or conference. They act as an extension of the staff, taking the reins on tasks like:
- Venue sourcing and negotiation
- Vendor selection
- Logistics coordination
- Budget management
Third-party meeting planners should relieve the stress of planning, allowing internal planners to focus on the event’s core goals.
Third-Party Planners vs. Internal Meeting Planners
In 2024, there are various types of meeting planners. Internal meeting planners oversee events within their organization. They ensure details, including the venue, meals, travel arrangements, meeting space, AV equipment, activities, and more, are covered.
However, internal meeting planners often rely on third-party planners for their network of vendors and venues and knowledge of best practices for running an event.
Third-party planning companies can offer advantages that an internal meeting planner may need. They can provide more options and ideas by leveraging industry relationships and expertise to ensure a successful event.
How Third-Party Planners Work With Hotels
Third-party meeting planners and hotels have a collaborative relationship, each playing a crucial role in bringing successful events to life. Here’s a breakdown of their dynamic:
Venue Selection
A primary service third-party meeting planners offer is site selection. They send proposal requests (RFPs) to hotels and other venues – prioritizing by location, hotel chain scale, and cost. They may also lead contract negotiations with the hotel.
These planning companies are essential for meeting planners. A 2024 survey found that 80% of internal meeting planners outsource venue selection. This means that most RFP responses go to third parties who help bring group business to your property.
Negotiating Contracts
Negotiation is a key aspect of the planner-hotel relationship. Third-party planners leverage their expertise and market knowledge to secure the best possible terms for their clients. This can involve negotiating on:
- Room Rates: Securing discounted rates for guest rooms to fit the client’s budget.
- Meeting Space: Obtaining specific meeting rooms or ballrooms at a favorable price.
- Food and Beverage: Negotiating package deals on catering services and beverage options to keep costs under control.
- Audio/Visual: Negotiating rental fees for audio/visual equipment to ensure a smooth event experience.
VIP Access for Clients and Hotel Properties
Popular hotels may not be accessible for internal event planners or small organizations. Many third-party meeting planners have years of experience building relationships locally and nationally, closing the gap between hotels and groups.
In return, hotels typically incentivize planners by offering commissions (usually 7-10% of the total room revenue) for securing the event booking. They might also offer special rates or group packages, making the hotel even more attractive.
So, what’s in it for the hotels? Hotels see third-party planners as an extension of their sales team, streamlining the process for group bookings. These planners are a resource to boost revenue and fill need periods with their corporate clients.
5 Ways to Strengthen Your Partnership With Planners
By working together effectively, third-party meeting planners and hotels can create a win-win situation, ensuring successful events and a healthy business relationship. Remember these five tips to keep meeting planners returning:
- Know Their Needs: Research the types of events TPMPs typically handle and their clients’ preferred hotel characteristics. This allows you to tailor your approach and highlight features relevant to their clientele.
- Become a Resource: Don’t just sell your hotel. Offer expertise on the local area, unique event spaces within the hotel, or logistical support they might need.
- Be Responsive and Flexible: Respond promptly to inquiries and be upfront about pricing, limitations, and flexibility. Building trust is crucial for a long-term partnership.
- Focus on Win-Win: Always aim for mutually beneficial deals. Show the third-party planner the value your hotel brings to their clients, not just the revenue they get to you.
- Clear Communication: Understand who your point of contact is. Does the third-party meeting planner do all the talking, or do you loop in the internal planner? It’s best to determine this upfront for each account the meeting planner brings to your hotel.
Ready to get started? Read more tips for selling to meeting planners.
Use Data To Build Relationships with Third-Party Meeting Planners
Meeting planners negotiate with hotels daily. So, how can sales teams use hotel sales intelligence data to improve the RFP process?
Knowland provides hotel booking and contact data that make crafting well-thought-out RFP responses easier, facilitating ongoing relationships with third-party planners. Here are some of the ways this data will help you increase sales:
Lead qualification: If a third-party meeting planner sends the property an RFP, sellers can verify if their property will suit the group/personalize the proposal to their preferences. When it does, take that opportunity to reach out and develop a relationship in addition to creating a highly customized response to the RFP.
Company contact data: Knowland provides account contact data to get in touch with prospects and planners– and provides the information needed to start the conversation. Let the account know you’re happy to work with a third-party meeting planner they may have chosen. This will help you get insight into whether a third-party planner is involved.
Understand booking preferences: Hotel sales teams can view the account’s event history, meeting spaces used, hotel rooms booked, and attendee count, making planning more accessible for third-party planners.
Personalization develops trust: Knowledge of the account and the ability to plan accordingly builds trust with internal meeting planners and internal leadership, who will feel comfortable using third-party planners with your property. (It makes their job easier.) Third-party meeting planners will take notice and more likely request RFPs from your property for other clients
If you’d like to learn more about using Knowland to create new third-party meeting planner relationships and enhance those you already have, talk with one of our data experts. They’ll take you on a personalized tour of how to use Knowland to make your hotel property stand apart.
