SPECIAL REPORT
more-than-one-month-long tournament, from June to July, will be held at venues throughout the country, and in Mexico and Canada, with the finale in East Rutherford, N. J. at MetLife Stadium.
Kristofer Carlson, area managing director at Aimbridge Hospitality, which operates the Sheraton Grand Nashville Downtown, said major events“ significantly influence our pricing strategy.” He said that even small events can have a meaningful ripple effect, especially when layered across peak seasons or weekends.
Smaller or more niche events, said Güzel, still present opportunities to create targeted experiences for a potential new demographic, as those audiences are also very engaged. In these cases, she said,“ We focus our programming on speaking to those communities, which can drive loyalty and repeat stays.”
When it comes to compression, said Johnson,“ Timing is everything— the early bird really does get the worm.” Understanding market dynamics early,“ enables you to anticipate demand and establish a solid rate strategy,” she said.“ That includes setting blackout dates, limiting discounts and applying minimum length-of-stay requirements where appropriate.”
‘ SWIFTIE’ BRACELETS AND MORE Hoteliers seek to maximize the potential of live tourism by creating experiences and making it easier for potential guests to attend. For example, said Johnson,“ Swifties love wearing and trading bracelets at the shows. Why not host a braceletmaking event at the hotel? If I were a true Swiftie, that alone would be a reason I’ d choose to stay at that hotel.”
Within Hyatt Hotels’ Classics & Essentials portfolios, the strategy is centered around maximizing cultural and community relevance“ through curated, memorable stay experiences that include scalable packages
WE ARE CURRENTLY WORKING WITH OUR TEAMS TO PLAN FOR THE FIFA WORLD CUP NEXT YEAR
– SIMON CHAPMAN, COMPLEX GM, THE BENJAMIN ROYAL SONESTA AND THE FIFTY SONESTA HOTEL
Pullman Paris Montparnasse offered a French-Openthemed guestroom during the tennis tournament.
10 hotelsmag. com Sept / Oct 2025