How Hotels Can Elevate Group Meetings and Events Into Memorable Experiences

The revenge travel craze that generated a spike in individual and business trips has finally made it to group meetings.

According to the American Hotel & Lodging Association's 2023 State of the Hotel Industry Report, meetings and events are heading for a major comeback.

And 61% of those surveyed expect their budgets to increase by at least 10% this year. (A good thing, because of inflation…).

So, how can hotels and event planners make up for the last few years of unbooked or underbooked event calendars? By providing unforgettable experiences curated to guests' evolving needs and expectations.

With 297 guest rooms and more than 40,000 square feet of event space, The Hotel at the University of Maryland boasts truly memorable group events - from galas and conferences to team-building activities and holiday gatherings.

It's The Hotel's mission to exceed client expectations and curate memorable experiences, something our independent ownership enables the freedom and flexibility to provide.

Here are some strategies hotels can use to leverage guest needs and trends to create memorable experiences:

Start With Empathy

For group meetings and events, attendee engagement is the holy grail. And fortunately, it can be facilitated in many ways. At The Hotel, we begin each event by putting ourselves in the attendees' shoes. For example, we recently had the honor of hosting TDI's 2023 Biennial Conference. This Telecommunications for the Deaf and Hard of Hearing, Inc. event was unique because 100% of the attendees were deaf or had hearing loss.

Simply accommodating this group of guests was not the primary goal. We wanted to ensure they felt seen, understood and prioritized in every aspect of the conference.

Planning this event went beyond the standard - but important - safety protocols to make sure each attendee was set up for success. No detail was left unturned - from clearly labeling all food and beverage items to avoid allergy issues to utilizing the Kipsu app to communicate with guests via texts and messaging.

We also spent weeks in team-wide training sessions that included lessons on how to appropriately host guests with hearing loss, as some attendees used American Sign Language, others read lips or viewed monitors with captions. The team made sure the lighting was ideal for reading monitors and watching interpreters.

But the true nuances were in how to properly communicate with someone who has hearing loss, including how to speak directly to the guest, not the interpreter, plus a long list of phrases to avoid and body language do's and don'ts.

The TDI event was a success because we collaborated with the client to educate our team and avoid any communication faux pas that could offend the guests or disrupt them during a session. We also followed specific protocols on how and when to remove serveware and break down food items served to minimize disruption during presentations.

The response from the event was exactly what we were hoping for, as TDI CEO AnnMarie Killian responded with the following feedback:

Throughout the journey of positioning TDI with the Board of Associates, Board of Directors, Diamond Gala, TDI Conference and more, you all demonstrated an incomparable level of professionalism, expertise, and passion for the cause of Digital Inclusion for All, which was our theme for the week. Your combined efforts were nothing short of miraculous, and the impact you created through this conference will resonate far beyond our expectations. Beyond the tangible elements, your willingness to actively engage with all participants, embracing them as integral members of our community, demonstrated a genuine commitment to fostering a culture of inclusion. Your gestures of kindness, patience, and respect not only bridged gaps but also created meaningful connections that left a lasting impression on everyone present.

The seamless coordination, meticulous attention to logistics, flawless AV arrangements, and delectable menu choices were testament to your unparalleled skills. Not to mention, the hiccups we encountered along the way, which we effortlessly overcame thanks to the quick thinking and outstanding teamwork displayed by every member of this extraordinary group.

Your dedication to inclusivity and accessibility was a shining example for the entire industry. The TDI Conference became a beacon of hope, a platform where industry stakeholders came together to foster a truly inclusive experience for everyone involved. It is this commitment to making the world a better place that sets you apart and makes you true pioneers in your respective fields.

Incorporate Health and Wellness

Guests prioritize their mental health and wellness in their personal lives, and conference attendance shouldn't derail their positive habits. Even the best-executed conference can be both exhilarating and exhausting for attendees, who typically receive an overwhelming amount of new information as they attend various sessions. To provide a much-needed respite from the hustle and bustle, The Hotel offers conference goers several wellness breaks for mental and physical rejuvenation. These feel-good perks are presented by The Hotel's on-site, 5,000-square-foot full-service spa and salon.

Designated wellness areas provide the lighting, scents and sounds to bring the ultimate spa getaway to the busy conference agenda. In these wellness stations, guests receive relaxing hand massages and can reap the additional benefits of aromatherapy with lavender and eucalyptus hand towels.

Nutritious snacks and beverages are also made available, including cucumber slices with hummus, chia pudding shooters, dark chocolate trail mix and pear slices topped with fresh ricotta.

These wellness breaks refresh mind, body and soul in between conference sessions. They also give attendees a preview of The Spa's luxurious offerings in case they want to schedule treatments. And they are simple activities hotels of all sizes can emulate when hosting conferences or large-scale group meetings.

Revolutionize Networking & Happy Hour

Group meeting and conference attendees have come to expect multiple networking opportunities. However, after long days of attending session after session, many attendees can feel wiped out before the wine and appetizers are brought out for the networking mixer.

To empower group guests to make meaningful connections when they're most alert and the endorphins are running high, we offer breakfast networking sessions. By redefining the networking happy hour, The Hotel offers guests some of the fun experiences associated with evening networking events - such as passed breakfast-themed hors d'oeuvres like French toast shooters, assorted mini avocado toast, breakfast deviled eggs with bacon and mini-pancake skewers with Nutella and strawberries, to name a few. Of course, we also provide shots for a range of beverage preferences - espresso, fresh fruit juice and vegetable juice.

Inspired by Laura Vanderkam's book, What the Most Successful People Do Before Breakfast, The Hotel's power networking opportunity is called "Spend the Top of the Mornings on the Top of the 7's," which is named after our rooftop space, the Top of the 7's.

Focus on Local Pride and Sourcing

Even when group events aren't about the food, they really are. That's why we're prioritizing unconventional menus that guests will talk about long after the event has come and gone.

Located in the heart of Maryland, we infuse local pride into our menu offerings. All breakfast buffet items are named after beloved nature trails in the area, such as Paint Branch, Indian Creek and Lake Artemesia.

Additional menu items and breaks pay tribute to flavors unique to Maryland. For example, Rockfish, the state's fish, is on the menu, and one of the themed afternoon breaks is named Skipjack after the state's boat. Other menus highlight landmarks and claims to fame in the region.

Guests want to savor their menu items but also feel good about how they were sourced, so hotels should always share any meaningful origin stories. The Hotel serves local ice cream, and our honey comes from The University of Maryland's agricultural department - which is within walking distance to The Hotel.

This local pride also carries over to appeal to the bleisure travelers, who can find countless outdoor and recreational activities, as well as cultural venues that depict the tapestry of Maryland's and our nation's history. The sprawling University of Maryland Campus and the country's only National Museum of Language are located within walking distance, and downtown DC is just a short ride away in The Hotel's complimentary shuttle.

From the moment guests walk into the lobby with artwork commissioned to reflect the unique beauty and achievements of Maryland and the Chesapeake Bay to the names of the conference rooms that pay homage to influential Maryland residents - from a Harriet Tubman room to honor the conductor of the Underground Railroad, who was born in Maryland as Araminta "Minty" Ross, to the Francis Scott Key room honoring the Marylander who penned the poem that became "The Star-Spangled Banner" after being rescued after being detained at the Battle of Baltimore.

Provide Multiple Spaces for All Types of Gatherings

Whether event hosts are apprehensive of large-capacity indoor spaces after the pandemic or simply want a more intimate setting, offering smaller rooms for less than 50 guests is a great way to add flexibility and customization.

Here at The Hotel, we have 28 meeting rooms, plus ballrooms and penthouse views and outdoor spaces for a total of more than 40,000 square feet. Many of the conference rooms can be converted into smaller spaces or expanded to meet client needs.

And while in-person conferences and meetings are on track to exceed 2019 levels, there are some remnants of the new normal to accommodate - such as hybrid meetings that bring together in-person and remote attendees. At The Hotel, hybrid meeting setups are customizable based on each client's needs and can include 500-person conferences with or without spaces for breakout sessions. A designated audiovisual team can help provide the equipment, technology and technicians for a seamless hybrid event of any size.

We believe hybrid meetings are here to stay, so hotels should continue to offer the technology and flexibility of multiple spaces for breakout sessions to be executed flawlessly.

Push the Limits of Personalization

When a client comes to you with ideas for personalization, borrow a page from the improv handbook and ask "Yes, and…" to keep pushing the boundaries of what's possible. One recent example of personalization was the Big Ten Development Conference being hosted at The Hotel.

With hundreds of attendees and almost as many events to choose from, providing a central hub for registrations and guidance was crucial. While the conference hosts expected a plain table where visitors could register, we dedicated a custom registration station in the main lobby, complete with a branded table and column wraps and wayfinding signage to make it simple and convenient for guests to register.

For galas, private events, bar mitzvahs, conferences and other group events, we take the time to dig deep into host preferences and personalities. These insights inspire signature cocktails and personalized ideas that go beyond their imagination and expectations. It all starts with asking the right questions, then "Yes, and…" to arrive at creative solutions they'll never forget.

Take Team-Building Activities to a New Level

Because remote and hybrid work teams have been in place since the pandemic, the need for in-person team building is more important than ever.

However, old-school activities have lost their appeal. How many of you have been subjected to a team-building session where the icebreaker involves revealing a random or embarrassing fact about yourself? For introverts (and extroverts), those conventional team-building events won't do.

The Hotel's take on team-building activities combines a competitive spirit with something everyone loves… food!

Research by Cornell University revealed teams that eat together perform better together. Combine that with the act of preparing the food - and working together as a team in a competition - and you've got a recipe for a solid team culture when everyone returns to the office or their remote workspaces.

Some of our team-building activities include a wine and cheese pairing adventure, Trivial Wine Pursuit game and heated competitions. Teams create their own tapas and sangria or margaritas and salsa, then enlist other co-workers to judge their creations.

These events foster collaboration and communication, which will only strengthen team bonds long after the event. Plus, fun shared experiences translate to enhanced team EQ when employees return to business as usual.

Today's meeting and conference attendees have as many expectations as they do choices. To provide experiences that last long after the final sessions, hoteliers should consider combining personalization with the unconventional. The good news is, hotels have the power to easily tailor their offerings when there's a solid foundation of empathy and service, plus a willingness to be flexible and creative.

Reprinted from the Hotel Business Review with permission from http://www.hotelexecutive.com/.