SPECIAL REPORT |
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THESE EVENTS ARE HARD TO PREDICT AS FAR AS BUSINESS DEMAND IS CONCERNED, SO YOU NEED TO BE FLEXIBLE AND ADAPT
– MICHAEL D’ AMODIO, GROUP
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VP OF REGIONAL OPERATIONS,
AZUL HOSPITALITY
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for sudden momentum swings could give hotel operators a crucial advantage over others.“ It’ s important to get out in front of these events,” said Smith, advising hotels to start strong with rate positioning and then optimize from there. He also preached nimbleness.“ You have to be agile and able to adapt. While having a best-laid plan creates a solid foundation, teams changed venues as the tournament progressed, audiences moved with them and the event continued to grow in momentum as it progressed,” he offered.
Potential tactics include planning for rapid room turnover, checking event schedules early and leaning into on-property brand experiences to activate new demographics. Smith still believes it’ s important to“ bake your cake” and stick with it for the long run, but appreciates the importance
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LARGE EVENTS CAN CREATE MEANINGFUL REVENUE GAINS, BUT OUTCOMES DEPEND HEAVILY ON MARKET CHARACTERISTICS, INFRASTRUCTURE AND VISITOR BEHAVIOR |
– JAN FREITAG, NATIONAL
DIRECTOR OF HOSPITALITY
ANALYTICS, COSTAR GROUP
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of unpredictability. In the end, sometimes the best method is to think from a fan’ s perspective, with all the excitement and uncertainty that comes with it.
“ During an event like this, so many people were not just visiting our properties for the first time, but also in many cases, our cities and our countries,” said Smith.“ We took great preparations from a guest service and brand experience perspective to empower all of our team members to be brand ambassadors for our property, our city and our country. It really shone through.”
The World Cup is played every four years. In 2030, the competition will be played out over Spain, Portugal and Morocco, and in 2034 will be hosted by Saudi Arabia. Under current FIFA rotation rules, the 2038 World Cup must be held in either North America or Oceania.
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10 % |
New York |
San Francisco |
Kansas City |
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Total |