Hilton CEO Chris Nassetta at the NYU International Hospitality Industry Investment Conference , earlier this summer . “ Pre-COVID , 80 % of our business was small and medium enterprises and now they ’ re back over COVID levels .”
The uptick appears poised to continue , said Hilton ’ s Tom Walters , SVP of food & beverage , Americas , citing Hilton ’ s secondquarter earnings report , which revealed that group bookings for 2024 grew 30 %. “ Our sales team saw the largest revenue bookings in our history for all future arrival periods ,” he said .
Data providers are sounding an equally positive tone . “ Now that the leisure wave has passed , there is more of a focus on group business ,” said Patricia Shea , SVP of revenue for Knowland , a metric provider for the meeting & event industry . “ Hotels are looking to provide that foundation of revenue with group business , F & B and other services for the rest of 2023 and into 2024 .”
Independent meeting planner and industry veteran Joan Eisenstodt can explain , at least in part , why people are gathering once again . “ There ’ s a euphoria among people after not seeing colleagues for up to three years and , for some working from home for that whole time , and being away from gatherings , the thrill of travel and being with others is a high .”
Prospective meeting goers also are in a “ hug ” phase , she said . “ Now that there are no restrictions around touching , people want to greet each other with a hug .”
THE ’ WOW ’ FACTOR After labor , the largest cost consumed by a hotel for meetings is food , an expense passed on to the meeting planner that can eat heavily and fast into a budget . Skimping , however , sometimes is not an option .
“ The most notable theme we ’ ve seen since the pandemic is that meeting planners want to deliver over-the-top , exceptional experiences for their clients , and value for money is the goal ,” said Walters . “ Finding ways to carry the meeting ’ s theme or agenda into the F & B offerings is a great , valueoriented way to produce an exceptional experience that will resonate .”
He continued , “ Many Hilton properties offer unique , existing on-site activations that groups can enjoy while staying mindful of budgets .”
For example , he said , within the last year , Grand Wailea , A Waldorf Astoria Resort , in Maui , has added to its group offerings a guided cultural tour , where guests learn about local elements , such as plants , followed by a chef-led dinner where dishes inspired by the tour are served . Or at the Waldorf Astoria Cancun , which opened late last year , a Mayan cooking demonstration is offered , where the chef explains the menu in Mayan and it is then translated into English and / or Spanish . Margarita classes also are offered . At the Hilton Los Cabos , an
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