You need to use every tool at your disposal to compete for group business, especially when faced with new supply in your market that’s threatening to dazzle with its 'new is better' appeal.

Thus it’s crucial to get everyone on the payroll involved in the group sales effort, and generously reward those employees who help bring in leads.

First, build a company culture that encourages all staffers to adopt a constant group sales mentality. Educate employees on the features and finer qualities of your hotel’s function space, as well as signature amenities, like an oceanfront ballroom or rooftop pool deck.

Give them ideas on the kinds of groups you hope to target – such as social organizations, board meetings, sweet 16 parties, bar and bat mitzvahs, and special birthday/anniversary celebrations – but also empower them to be creative and think outside the box.

Then, create an employee recognition program that rewards employees for generating new group and meeting leads. Have fun coming up with prizes and perks that will be meaningful.

This will incentivize staff, by providing a personal benefit for their efforts. It will also make them feel that all team members — aside from their formal role and job description — can play an important role in your hotel’s overall success.

About Tambourine
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 34th year, is located in New York City, Carlsbad and Fort Lauderdale. Please visit: www.Tambourine.com