Increasingly short lead times for meetings and events mean that many
preferred meetings programmes are now potentially not ‘fit for purpose’
just a few months after they have been put in place, with lack of late
availability of popular programme venues a serious challenge for
planners. Adopting a dynamic
buying model is ‘best practice’ for significant parts of the year.
Although the principle of the preferred meetings programme
concept is sound and drives good behaviours, a rigid interpretation of
the model presents problems as buying patterns change. Any model put in
place must be valid for the entire duration of the programme. There
has to be flexibility within a model to make the most of the dynamic
environment we are now in. It is not just about rates, much business
is so short lead these days that ‘best-liked’ hotels may not have late
availability and so are on the programme but not consistently available.
Dynamic Meetings Programmes allow a booker to engage with a hotel that
wants the business and also to drive rates specific to that event.
A
core programme should be agreed but more seasonal demand venues can be
added or removed as and when required. It’s about the programme being
dynamic.
An additional issue with preferred programmes is the
number of s that are generated, hotels are becoming increasingly
frustrated with requests for rates and agreed terms that never deliver
results.
Any comments? Email conferencenews@mashmedia.net
