New, cutting-edge technologies are completely revolutionizing the individual experience of event and conference attendees.

Hotels and event organizers now have a wealth of information at their fingertips. Data provides insights which can help turn metrics into actionable strategies to personalize the experience for the event attendees and also get event bookings.

If there’s one under-utilized approach that hotels and resorts should implement to drive more events and conference bookings, it’s to treat the person booking the event as a valued hotel guest. By leveraging seamless technology to streamline operations, enhance efficiency, and cater to individual preferences, the new guest will receive such an incredible experience that they not only choose the hotel for their event but turn into a champion of the hotel, returning time and time again while recommending it to others.

According to Agilysys’ recent 2024 APAC Hospitality Impact Study, a strategic emphasis on personalization provides a key advantage. The study reveals that 68% of APAC travelers would spend more for personalized experiences, with many willing to pay a premium for things like post-booking upgrades, loyalty programs, and reduced wait times.

Hotels that look to drive conference and event bookings should remember that the person booking an executive retreat or corporate conference – those attending – are not just event participants; they are travelers who crave tailored experiences during hotel stays. Leveraging guest preferences and ensuring seamless experiences can help hoteliers delight corporate clients while bolstering the bottom line.

Hotels that fail to offer personalized experiences are leaving substantial revenue on the table.

Turning data into conference success is crucial. Here are several tactics hoteliers should consider:

1. Leverage personalization at every touchpoint: The research shows that 41% of guests appreciate personalized activity recommendations and 30% value staff recalling previous conversations.

2. Create seamless, efficient experiences: 66% of guests would spend more if wait times were reduced across hotel experiences.

3. Loyalty and rebooking: Interestingly, the study uncovered a “rebooking paradox”: despite high satisfaction (86%) and perceived value for money (61%), only 37% of guests return to hotels they’ve previously stayed at.

4. Utilize data-driven insights for event personalization: The transition from traditional Revenue Per Available Room (RevPAR) to Revenue Per Available Guest (RevPAG) offers hoteliers an innovative approach to managing events.

Ultimately, if hoteliers want to win more corporate events and conferences, they need to think like the guests booking them. The 2024 APAC Hospitality Impact Study sends a clear message – personalization is no longer a luxury; it’s a necessity.