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Your future meeting produces a ‘snap shot’ to help leadership within a hotel determine its occupancy during a particular period of time. Hotel budgets and forecasts are used to plan for staffing levels, purchasing and other hotel operational activities. As you know, when you secure a hotel block of rooms, the hotel takes the rooms out of inventory and places them on hold for your group.

Hoteliers often refer to room inventory ‘perishability’. If a room goes unsold, the ‘potential revenue’ is never earned and the hotel considers this a loss. This is the definition of attrition.

Top Five Tips to Avoid Attrition:

1. Analyze your room pick-up pace by recording your conference guestroom pick-up at various intervals prior to your event. Keeping accurate records will assist in forecasting your attendance for future years based on past room pick-up pace. This will allow greater reaction time if there are significant changes from your projected conference needs to what you have reserved at the hotel.

2. How will the location you have chosen affect attendance? Has your organization been there before? If you don’t have access to this information ask for advice. We have decades worth of data and trends here at the The Howes Group while a destination management office (DMO), hotel or similar organizations to yours might be able to assist with insight from past events.

3. When faced with lower room pick-up, ensure the hotel will attempt to mitigate attrition by reselling dropped rooms. Formalize this in your contract to ensure that when they are successful in reselling rooms, it will lessen or eliminate your liability.

4. Review your conference marketing efforts to maximize reach. A combination of communication methods should be used to speak to your potential attendees with varying demographic backgrounds.

5. If despite all your efforts meeting attendance will be down, don’t wait and hope the problem will go away on its own. The sooner you can share this with the hotel, the more time there will be to resell rooms.

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