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In the world of hospitality, holding events and conferences plays a key role in the growth and success of establishments. Not only do they attract a wide variety of clients, but they also contribute significantly to the local economy and the hotels' global reputation. In this article, we'll explore the importance of these events, the benefits they bring, the challenges they face, and the emerging trends that are shaping the future of hospitality.
History of Events in Hospitality
Holding events in hotels is not a new practice. Since ancient times, hotels and inns have served as meeting places for merchants, travelers, and government officials. In the 20th century, with the growth of tourism and business travel, the importance of events and conferences in hotels increased exponentially. Today, major international conferences and trade fairs are held in luxury hotels around the world, marking the continuing evolution of the industry.
Types of Hotel Events
- Conferences and Seminars
These events are usually focused on a specific theme and bring together experts in the field to discuss and share knowledge. Hotels that offer well-equipped conference spaces are highly valued.
- Trade Fairs
Trade fairs attract exhibitors and visitors from various industries. A hotel's ability to accommodate large numbers of participants and provide adequate facilities is crucial to the success of these events.
- Workshops and Training
Hotels often organize workshops and training sessions, providing an ideal environment for learning and professional development.
Benefits of Hotel Events
- Increased Hotel Visibility
Organizing events can significantly increase a hotel's visibility, attracting new guests and promoting the establishment as a prestigious location.
- Networking Opportunities
Events are great for networking, allowing professionals from different areas to connect and collaborate.
- Training and Professional Capacity Building
Offering training and workshops increase the value perceived by guests while improving the skills of the professionals involved.
Economic Impact of Events
- Revenue generation for hotels
Large events attract many participants, which translates into an increase in room reservations, food services, and other hotel facilities.
Data collected by the Sympla Platform shows that in the first half of 2023 alone, business events in hotels in Brazil increased by 36% compared to 2022.
- Benefits for the local economy
As well as directly benefiting hotels, events also boost the local economy, generating revenue for other businesses such as restaurants, stores, and transportation services.
Still on the subject of hotels in Brazil, for the record, data from the Ministry of Tourism shows that in December 2023 alone, the sector generated R$892.8 million, 22% more than in the same month in 2019 (pre-pandemic period), with R$729.4 billion. In last year's historical series, March was the month with the best sales, with R$1.28 billion in business travel.
Event Planning and Organization
- Essential Steps for Organizing a Successful Event
Organizing an event requires detailed planning, from setting the budget to selecting the venue, hiring suppliers, and promoting the event.
- Tools and Technologies Used
The use of event management software and online platforms for registration and promotion is crucial for the efficient organization of events.
In Erbon's PMS, we have the Events Module, which is ideal for managing the various types of events that can be held at your hotel, from conventions to seminars, receptions, and workshops, all with organization and practicality.
In addition, it is fully integrated with PMS and other modules.
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Marketing Strategies for Events
- Event Promotion
Using digital marketing strategies such as SEO, online ads and email campaigns can significantly increase attendance at events.
- Using Social Media
Social media are powerful tools for promoting events, allowing you to reach a wider audience and engage potential attendees.
Current Trends in Hospitality Events
- Hybrid and Virtual Events
With the advance of technology, hybrid (face-to-face and online) and virtual events are becoming increasingly common, allowing for greater flexibility and reach.
- Sustainability in Events
Sustainability is gaining prominence in the organization of events, with hotels adopting eco-friendly practices to reduce environmental impact.
Challenges in Holding Events
Holding any kind of event in a hotel also has its unforeseen challenges:
- Logistical issues
Logistics can be complex, involving everything from coordinating transportation to setting up the event space and managing resources.
- Crisis management
Unforeseen circumstances such as adverse weather conditions or technical problems can arise, requiring a well-developed contingency plan.
The Role of Events in Customer Loyalty
- How Events Can Build Guest Loyalty
Offering memorable experiences through events can increase customer loyalty, encouraging them to return to the hotel.
- Loyalty Programs Associated with Events
Many hotels create loyalty programs that reward guests for attending events, further strengthening customer relationships.
Future Prospects for Events in Hospitality
- Innovations and Predictions for the Future
The future of hospitality events is promising, with ongoing technological innovations, such as augmented reality and artificial intelligence, transforming the attendee experience.
- The role of technology
Technology will continue to play a crucial role, in facilitating the organization and execution of events, as well as improving the overall experience for attendees.
Holding events and conferences is vital for the hotel industry, bringing economic benefits, increasing visibility, and providing valuable networking and professional training opportunities. As technology advances and attendee expectations evolve, hotels must continually adapt and innovate to remain competitive and relevant in the global market.
Be the next success!
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