October 19, 2017
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As the economy inches back, the meetings business is seemingly going through a transition. As evidenced by STR data, group demand has not recovered nearly at the pace of transient demand. Meeting planners reportedly are aiming for smaller and shorter meetings.
The Sheraton Downtown Denver Hotel hosted plenty of large meetings in 2012, the hotel’s GM said his team has needed to implement techniques to extend meeting length and increase revenue.
One technique GM Chuck Schuringa said his team uses is encouraging meeting planners to open up rates on shoulder days in order to persuade attendees to parlay leisure trips on the beginning or end of business trips.
Booking windows are shrinking as well on the group side, which requires hotel staffs to be faster on their feet. Similar to the trend with transient customers, meeting planners realize the downturn led to increased availability and think they can get a deal if they wait later.
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