It’s Not All About Rate: Key Factors in Venue Selection

Recently, I’ve been focusing on venue sourcing and RFP development, which brought me back to my hotel catering and sales days. I vividly remember the pressure to create the perfect proposal and the countless hours spent scrutinizing room night rates. For those who have worked in hotel sales, you know there’s a detailed process (thank you, Revenue Managers) to determine the optimal rate, with just a little wiggle room.

The stress often revolves around questions like: What is my competitor offering? What is their rate tolerance? And worst of all, what if I bid too high and lose the business?

Here’s the funny part: after reviewing multiple proposals and conducting site visits, the factor that had the least influence on our decision was the guest room rate.

Now, I’ll acknowledge that not all groups are the same, and some are more price-sensitive than others. But in my experience, several other factors often outweigh the room rate when selecting a venue.

1. Event Space

Choosing the right event space is critical. Consider the attendee experience, ease of flow between rooms, size of prefunction areas, and proximity to other events happening in the hotel. Are the event spaces centralized or scattered across multiple floors? How will neighboring events impact your attendees?

2. Overall Feel and Renovation Status of the Hotel

The ambiance and upkeep of the hotel make a significant difference. Check when the hotel was last renovated, what renovations are planned, and whether any construction might overlap with your event dates. A visually appealing, well-maintained property enhances the attendee experience.

3. Additional Amenities

What will attendees have access to outside your event space? Consider coffee shops, markets, inviting lobbies, bars, or networking areas. Are there unique on-site features or walkable attractions nearby? Outdoor spaces for breaks or fresh air are also a big plus.

4. Ease for Outside Vendors

If your event involves production, AV, or décor vendors, their experience matters. Are move-in and move-out processes straightforward? Are there restrictions on setup or design? A venue that facilitates smooth vendor operations saves time and stress.

5. Wi-Fi and Technology

One of the most overlooked aspects is technology. Are in-room and meeting space Wi-Fi included, or do attendees pay extra? What additional fees might apply for technology in your event spaces? Reliable, high-quality connectivity is essential for modern events.

6. Other Amenities and Features

Think about other features that can enhance the attendee experience—fitness centers, spas, unique local experiences, or dedicated networking spaces. Every little detail can make your event memorable.

While every event has unique goals and objectives that influence decision-making, it’s interesting to consider how much time and energy hotel sales teams spend on room rates compared to promoting all the other valuable aspects of their property.

A truly successful venue selection balances cost with attendee experience, functionality, and overall event impact.

In Conclusion

When planning your next event, remember that the lowest guest room rate isn’t always the deciding factor. Prioritize spaces, amenities, and attendee experiences that align with your event goals. By focusing on these elements, you can select a venue that supports both your budget and your vision; creating an event that attendees will remember long after the last session ends.