Building relationships with event planners requires consistent networking, genuine value delivery, and professional reliability. Start by attending local industry events, joining hospitality associations, and connecting through LinkedIn. Focus on understanding their needs, providing excellent service, and maintaining regular but non-intrusive communication between events to stay top of mind.
Why do event planners choose to work with certain hotels over others?
Event planners prioritise hotels that demonstrate reliability, responsiveness, and flexibility when managing group bookings. They need partners who answer quickly, accommodate special requests, and handle changes gracefully without creating additional stress.
Responsiveness in communication stands out as the most important factor. When planners send enquiries, they expect detailed responses within 24 hours. This includes room availability, group rates, cancellation policies, and venue amenities. Slow responses often mean lost business to competitors who reply faster.
Flexibility with group bookings makes hotels attractive partners. Event planners appreciate properties that offer room block management, allow reservation changes, provide group dining options, and accommodate varying arrival dates. Hotels that work with planners on custom packages rather than rigid policies build stronger relationships.
Competitive pricing doesn’t mean being the cheapest option. Planners understand value and prefer transparent pricing with clear inclusions. They want to know exactly what attendees receive for their investment, including breakfast, Wi-Fi, parking, and shuttle services.
Venue amenities that enhance the attendee experience include convenient locations, adequate parking, business centres, fitness facilities, and proximity to restaurants or attractions. These details help planners justify their hotel recommendations to event organisers and attendees.
Where do you actually meet event planners in your local area?
Local hospitality networking events, industry association meetings, and chamber of commerce gatherings provide the best opportunities to meet event planners face to face. Many cities host monthly hospitality mixers where event professionals and suppliers connect in relaxed settings.
Industry associations offer structured networking opportunities. Meeting Professionals International (MPI), the International Association of Conference Centres (IACC), and local convention and visitors bureau events attract event planners regularly. These organisations often host educational sessions followed by networking receptions.
Trade shows and conference exhibitions in your area draw event planners who attend as both participants and scouts for future venues. Wedding shows, corporate event exhibitions, and hospitality trade fairs provide concentrated networking opportunities with multiple planners at a single event.
Digital networking through LinkedIn is increasingly effective for building relationships with event planners. Join local hospitality groups, participate in industry discussions, and share relevant content about your property’s event capabilities. LinkedIn allows you to research planners’ backgrounds before connecting, making initial conversations more meaningful.
Professional gatherings at other hotels, restaurants, and event venues create informal networking opportunities. Many event planners attend these functions to maintain industry relationships and discover new venues for future events.
What should you say when you first approach an event planner?
Start conversations by asking about their current projects and event planning challenges rather than immediately pitching your hotel. Show genuine interest in their work and listen carefully to understand their specific needs and pain points.
Introduce your hotel’s value proposition by connecting it directly to problems they’ve mentioned. Instead of listing amenities, explain how your property solves common event planning challenges. For example, mention your flexible cancellation policies if they discuss unpredictable attendance, or highlight your group dining options if they struggle with catering coordination.
Ask meaningful questions about their typical events, preferred venues, and decision-making process. Questions like “What venue features matter most to your attendees?” or “How far in advance do you typically book room blocks?” demonstrate professional interest and help you understand their planning timeline.
Avoid common mistakes that turn planners away, such as being overly aggressive with sales pitches, failing to listen to their responses, or making unrealistic promises about availability or pricing. Don’t interrupt their conversations with others or monopolise their time at networking events.
Offer immediate value by sharing industry insights, introducing them to other professionals who might help with their events, or providing useful resources like local transportation information. This approach positions you as a helpful industry partner rather than just another vendor seeking business.
How do you maintain relationships with event planners between events?
Regular but non-intrusive communication keeps you visible without becoming annoying. Send monthly newsletters featuring local event trends, seasonal packages, or property updates that might interest event planners. Focus on providing value rather than constant sales messages.
Share relevant industry insights through social media posts, email updates, or brief phone calls. Forward articles about event trends, local tourism developments, or hospitality innovations that might affect their planning decisions. This positions you as an industry resource rather than just a venue option.
Remember important details about their business, such as annual events, preferred room setups, or special requirements. Keep detailed notes about past conversations and reference these details in future communications. Personal touches like congratulating them on successful events or remembering their company’s anniversary strengthen professional relationships.
Provide value beyond booking requests by offering tour opportunities for their colleagues, inviting them to property events, or connecting them with other industry professionals. These actions demonstrate your commitment to their success rather than just your own sales goals.
Maintain consistent contact without overwhelming their inboxes. Space communications appropriately and always include useful information or genuine updates rather than empty check-ins that waste their time.
What makes event planners want to recommend your hotel to others?
Exceeding expectations consistently turns event planners into advocates who actively recommend your property to colleagues. This means delivering promised services reliably and adding unexpected touches that enhance attendee experiences without additional charges.
Handling problems gracefully when they arise demonstrates professionalism that planners remember and share with others. Quick problem resolution and proactive communication during challenging situations often create stronger relationships than events that proceed without issues.
Providing exceptional guest experiences ensures attendees leave positive reviews and feedback that planners can use to justify future bookings. This includes everything from smooth check-in processes to helpful staff interactions and comfortable accommodations that meet or exceed expectations.
Building genuine professional friendships rather than purely transactional relationships encourages natural recommendations. When planners trust you personally and professionally, they’re more likely to suggest your property to colleagues facing similar event planning challenges.
Consistent service standards across multiple events prove your reliability and make planners confident in recommending your property. One excellent event might impress them, but consistent excellence across several events builds the trust necessary for enthusiastic recommendations to their professional network.
How EventHost helps hotels build stronger event planner relationships
We connect hotels directly with qualified event organisers through our comprehensive booking platform, creating opportunities for ongoing partnerships within the event ecosystem. Our white-label solution integrates seamlessly into event websites, positioning your property as an official accommodation partner for major conferences and gatherings.
Our platform provides several relationship-building advantages:
- Direct access to event organisers planning accommodation for attendees
- Automated booking management that handles customer service responsibilities
- Real-time inventory coordination that prevents overbooking issues
- Detailed performance reporting that helps you optimise future event partnerships
- Zero-cost participation with commission-based revenue sharing
By handling the technical aspects of event booking management, we free you to focus on building personal relationships with event planners while ensuring their attendees receive exceptional service. Partner with us to streamline your event accommodation process and discover how EventHost can connect you with qualified event organisers in your area.