opportunities ,” Gallineau says . “ Event organizer benefits include information transparency , convenience and time savings . Since GroupSync has no paid placements for hotels , buying options are based solely on the organizer ’ s preferences and the group ’ s requirements . Convenience is enhanced since group rates and availabilities are visible before generating an RFP or making an instant book purchase .”
Designing such an efficient technological feature , however , has been challenging , Gallineau says .
“ The three biggest challenges were completing complex integrations with hotel business systems that may vary by region or chain , overcoming COVID-related disruptions experienced by the hospitality and meetings and events industry and modifying human behavior to make large , complex purchases online ,” he adds .
Most of Hilton ’ s hotels also use Groups360 as a direct solution for group room blocks . GroupSync gives organizers a view into real-time inventory availability and group room rates , simplifying the experience for two-thirds of the RFPs seeking basic information for event planning .
Accor ’ s properties , which offer the instant online booking solution on Groups360 to over 5,200 properties globally , are also showcased in the GroupSync Marketplace to streamline digital RFPs and instant group bookings .
At present , Groups360 has 200,000 group-capable hotels within GroupSync Marketplace available for event organizers to book . There are almost 8,000 properties offering instant booking on GroupSync Marketplace with brands like Accor , Hilton , IHG , Marriott , Omni , and Premier Inn using the tool to make online bookings for group rooms , meeting space or both .
“ We expect 25,000 properties to be fully functional during the first quarter of 2023 ,” Gallineau adds .
Earlier this year , Groups360 raised US $ 35 million in fresh funding . In 2019 , the platform raised US $ 50 million from Accor , Hilton , Marriott International and IHG .
Amadeus Hospitality , the New Hampshire-based provider of technology solutions for the hospitality industry , along with Cvent , the event marketing and management platform , established Cvent Instant Book , which allows planners to book small meetings directly from the Cvent platform .
Cvent Instant Book gives direct access to a global database of hotel meeting spaces to source and instantly book small or simple events , better comply with corporate policies and enhanced visibility into small meetings spend with a clear audit trail and better efficiency and revenue opportunities .
In September , Sonesta announced small group meetings can be booked online entirely through Cvent ’ s Instant Book . While initially half of Sonesta ’ s managed properties can be accessed on the platform , the rest of the managed properties will offer the functionality by the end of 2022 . Users can view and book meeting spaces , select meeting rooms set-ups and review available options . Bookings will be handled through a single , online , all-inclusive contract .
Besides booking meeting space , organizers can also book guest rooms from these booking platforms .
Omni Hotels was GroupSync ’ s first customer to offer both group guest rooms as well as meeting spaces in a single transaction , Gallineau says . Hilton and IHG are already offering group rooms for instant booking in GroupSync . Hilton will add meeting space to their offerings in the first quarter of 2023 .
“ Additionally , Accor and Marriott International will launch instant booking for both rooms and space on GroupSync in first quarter 2023 ,” he adds .
THE THREE BIGGEST CHALLENGES WERE COMPLETING COMPLEX INTEGRATIONS WITH HOTEL BUSINESS SYSTEMS THAT MAY VARY BY REGION OR CHAIN , OVERCOMING COVID- RELATED DISRUPTIONS EXPERIENCED BY THE HOSPITALITY AND MEETINGS AND EVENTS INDUSTRY AND MODIFYING HUMAN BEHAVIOR TO MAKE LARGE , COMPLEX PURCHASES ONLINE .
– KEMP GALLINEAU
Nov / Dec 2022 hotelsmag . com 89