Group gatherings, conferences and special events are emerging as major revenue drivers in the hospitality industry. Hotels that once relied on traditional spreadsheets and guesswork are rapidly transitioning to automated tools and data-informed strategies. This shift is not just about modernizing processes. It is fundamentally changing how properties manage and market their meeting and event spaces.
In a recent episode of The Modern Hotelier, Joonas Ahola, CEO of MeetingPackage, highlighted why hoteliers can no longer overlook the meetings and events segment. He emphasized that adopting automation tools, making data-driven decisions, and creating frictionless booking experiences are now critical for competitive success. Below are the key insights from his discussion, along with practical tips to help hotels streamline operations and deliver outstanding guest experiences.
Why group bookings are a new focus for hoteliers
Historically, hotels have focused on individual room sales and often treated meetings and events as secondary. The question is no longer whether to prioritise events but how to manage them in a way that boosts profitability without overburdening staff. As Joonas Ahola, CEO of MeetingPackage, stated in his recent interview on the podcast The Modern Hotelier:
“The reality is that meetings, events, and group bookings are getting more focus now, compared to five or six years ago. Back then, they were always treated as a second priority. In most hotels, the primary focus was always on the bedrooms and group business took a backseat, even though they drove 20-30% of the revenue. But now a lot of hotels are actually prioritising and looking at how technology can automate group business.”
If you’re a hotelier and want to focus on group bookings, you need to adopt a holistic approach. Start by integrating your booking management system with event and catering services. Automation tools can make this easier so you can track and adjust availability, pricing and upsell opportunities for meeting rooms, group bedroom reservations or parking.
Stop seeing group business as just another booking. Instead, treat it as an all-encompassing opportunity to utilise every inch of your hotel. Offer tailored packages and leverage technology to create an environment where group clients can get everything they need – from accommodation to events – all under one roof.
A significant opportunity for automation lies in rooming lists for group bedroom reservations. Currently, many hotels rely on a manual process to fill in the names for each room, which can be cumbersome and time-consuming. Automating this task allows group booking participants to easily fill out occupant details for each room online, with the system automatically populating the bedroom information from the property management system (PMS). Rooms can be reserved or blocked based on whether this information is completed.
Data-driven decisions
The future of group business lies in knowing your guests' preferences, booking patterns and demand trends before they even arise.
As Joonas mentions:
“Understanding your data is key so you can make decisions based on facts, not just gut feelings. We've all been in this industry long enough to know that many decisions in hotels are still driven by instinct and emotion. It's often the feedback from salespeople that drives decisions, rather than changes being made based on clear, reliable data.”
Now automation tools are more sophisticated, hoteliers can use data to inform every decision they make. Whether it’s adjusting pricing, forecasting demand or reallocating resources, data will quickly become the driving force behind strategic decision-making.
When you can track group booking conversion rates and booking patterns you can start predicting trends, rather than reacting to them. You can then adjust your strategy in real time so you're always one step ahead.
Hoteliers can also use guest information to create tailored marketing audiences based on the type of booking. For business bookings, data from rooming lists can be used to target ads that upsell relevant services. For consumer bookings, this data can be excluded to comply with regulatory requirements. These approaches help hoteliers align their marketing strategies with customer needs while adhering to applicable rules.
How to use your data
To get started, find an automation tool that tracks all the relevant metrics – from booking sources to lead times and conversion rates. These insights will give you a clearer picture of which group bookings are most profitable and help forecast peak booking periods. With this data in hand, you can optimise your pricing strategy, target marketing campaigns more effectively and make smarter, more profitable decisions.
For example, adjust your marketing efforts if your data shows a consistent spike in corporate retreat bookings during Q4. Partner with local vendors to offer exclusive team-building activities or create VIP packages with additional perks like upgraded meeting spaces or priority access to amenities. These personalised touches can help you stand out and build loyalty with repeat clients, all while improving revenue during peak season.
Seamless integration
To stay ahead in the hospitality industry efficiency is non-negotiable. Without this automation integration, you’re asking for confusion, delays and missed opportunities. With integration, your hotel’s operations will run like a well-oiled machine as data can flow freely across departments to reduce errors and speed up response times. Once a group booking is confirmed, automation tools can instantly update room availability or event space details and rooming lists.
An example of this feature is where customers fill in the rooming list with occupant details for each room. The system then automatically populates the bedroom information from the PMS for each client. Rooms can either be reserved for the group booking from the beginning or blocked until individuals provide their personal details. This flexibility allows hotels to align the process with their business rules and the type of group booking.
Choose software designed for easy integration with your current systems. Look for solutions that can automatically sync your sales and operations departments so you don’t waste time toggling between systems. This eliminates the need for manual data entry and ensures every department is on the same page.
How AI is changing group business
Gone are the days when hotel management meant sifting through endless spreadsheets and manual data entry. With AI, hotels can now anticipate needs and deliver smarter, quicker service. For example, an AI co-pilot can interpret all incoming data holistically and provide recommendations for responding quickly to specific types of RFPs (Request for Proposals). This feature helps close RFPs faster or flags those that are at risk of being lost to competitors, giving hotels a competitive edge. This shift lets hoteliers spend less time firefighting and more time personalising guest experiences.
Predict client needs
You can analyse a client’s previous booking history and suggest the ideal meeting room setup, tailored F&B menus or arrange for specialised equipment based on their preferences – automatically. No more back-and-forth emails or missed details. AI takes care of the heavy lifting.
Create dynamic pricing
Rather than sticking to fixed rates, AI automation tools adjust prices dynamically based on demand, competitor pricing and even weather patterns, which means you never miss a chance to increase revenue. AI can also identify other potential upsell opportunities, like recommending VIP concierge packages or promoting nearby activities based on your client’s interests.
Start small when exploring AI. Look for automation tools that focus on data analysis and trend forecasting. Over time, these tools will help you predict future needs – to give you that much-needed competitive edge in the group business market.
The rise of automated booking engines
Organising group business doesn't have to be a headache anymore. Group booking engines can automate the entire process. This means less time spent answering queries and more time focusing on providing exceptional experiences.
What are automated booking engines?
Unlike standard booking engines, group-specific engines are conference organisers that can block off multiple rooms, request custom AV setups, select meal options and adjust the agenda – all in one go. The beauty of automation here is that it takes over the logistical burden and puts the power in the hands of the client to give them more control.
Think of a wedding party booking. Instead of filling out multiple forms, confirming event spaces via emails and coordinating with different departments, everything is automated. The couple can select their rooms, choose their reception hall layout and book additional services – all while seeing real-time availability and prices. This experience increases satisfaction by keeping everything transparent and instant.
For hoteliers, the automation doesn’t just end with a streamlined process.
Here are some extra benefits:
- Automated booking engines provide real-time updates so your team can handle price adjustments or availability changes instantly – no need for manual updates or last-minute scrambling.
- Booking systems work round-the-clock, even when your team isn’t available. This means customers can make bookings at their convenience.
- Save valuable time by automating repetitive tasks like confirmations, reminders and follow-ups leaving your team free to focus on high-value work.
- As your hotel grows your automated booking engine can also, making it easier to manage larger volumes of group bookings without additional overhead.
Consider investing in an automated booking engine that speaks directly to the needs of group business. Also, make sure the system integrates easily with your existing systems and offers flexible pricing, room block management and custom options for upsells to utilise the full potential of these automation tools.
Looking ahead
Joonas Ahola believes that the automation trend will continue to gain traction as more hoteliers recognize the benefits of greater efficiency and improved guest experiences. By adopting data-driven decision making, integrating core systems, and embracing modern booking tools, hotels can position themselves for long-term success in an evolving industry.
Key takeaways
- Meetings and events are major revenue drivers and deserve the same strategic focus as individual room sales.
- Automation and integration eliminate manual errors, speed up bookings, and free staff to focus on higher-level tasks.
- Real-time analytics guide pricing and resource allocation, ensuring hotels align with market demand.
- Seamless booking experiences leave a positive impression on guests and foster repeat business.
Transitioning from manual to automated processes for managing hotel meetings and events is no longer optional. By leveraging tools like MeetingPackage and emphasizing data-driven decisions, hoteliers can boost both operational efficiency and guest satisfaction. The future belongs to those who innovate and adapt, so taking steps toward automation now will help your hotel thrive in the years ahead.
Are you ready to take the next steps in automation?
