Fill Your Room Block: Experts Explain How
May 25, 2016
By Elizabeth Johnson
If you’ve lost sleep worrying about filling your hotel room block and avoiding attrition charges, you’re not alone. It’s a major concern for many meeting and event planners. According to the Event Room Demand Study (jointly released by the American Society of Association Executives, Center for Exhibition Industry Research, Destination & Travel Foundation, Meeting Professionals International and Professional Convention Management Association Education Foundation), an average of 34.1 percent of rooms are booked outside of the block. For some events, that number is as high as 80 percent.
In addition to avoiding attrition, filling room blocks offer planners more benefits. Vetting the quality of hotels allows planners to protect the attendee experience. And, room blocks are often a requirement for meeting space; therefore a filled block improves negotiating power.
“When your room blocks increase, your leverage increases and the dreaded rooms to space ratio become more favorable in the hotel’s eyes so you are able to obtain a better hotel or citywide package including lower room rates and complimentary meeting space,” IMN Solutions Vice President of Client Development, Mary Becton, CMP wrote in a blog post last fall.
During a webinar, “5 Ways to Avoid a Half Empty Room Block,” presented by Destination Marketing Association International (DMAI), Christine Shimasaki CDME, CMP, managing director of empowerMINT.com, Event Impact Calculator at DMAI, and Lisa Astorga, CMP, director of meetings at International Society of Thrombosis and Haemostasis. offered tips to fill the room block:
1. Don’t keep reasons to book a secret - actively market the blocks; consider offering a discount on registration for those who book within the block.
2. Continue to sell past the cut-off.
3. Communicate directly to outside the block bookers—create a special marketing piece to past attendees who have booked outside of the block urging them to stay within the block.
4. Don’t ignore pirates and poachers—education your attendees and send cease and desist letters to the offending parties.
5. Keep informed of local factors impacting occupancy.
IMN Solution’s Irene Angelos, vice president of client development, recommends having the hotel offer special benefits to only the attendees who book through the block such as free Wi-Fi and water in the room, or access to a lounge area.
Angelos also suggests getting creative, “Come up with a networking event at the hotel that only allows those who have booked through the block to get in.”
Chris McLaughlin with Carlson Hotels suggests requiring attendees to provide their hotel confirmation numbers for the conference hotel in their online registrations. Their registration cannot be submitted without it.
Finally, don’t forget about exhibitors.
“Offer an incentive for exhibitors to book within the block (and they are often the biggest offenders) is to offer preferred exhibit booth locations to those that book inside the block,” recommended Joan Buser, vice president of client services at IMN Solutions.
More information about filling room blocks can be found on the IMN Solutions and DMAI websites.
HERE is a replay of the webinar as well.
Partner Voices
Overview:
The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality.
In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way.
“We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.”
Amenities:
The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.
The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience
The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need.
Gold Key Members
The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events.
OCCC Events:
This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.
The Center’s top five events during their 2022-2023 fiscal year included:
AAU Jr. National Volleyball Championships 2023
200,000 Attendees
$257 Million in Economic Impact
MEGACON 2023
160,000 Attendees
$205 Million in Economic Impact
Open Championship Series 2023
69,500 Attendees
$89 Million in Economic Impact
Sunshine Classic 2023
42,000 Attendees
$54 Million in Economic Impact
Premiere Orlando 2023
42,000 Attendees
$108 Million in Economic Impact
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