CventDanny Breatchel

Cvent – Best Practices to Enhance your Profile, Visibility, Response, & Results

Danny BreatchelJerry Meng

Kate AnthonySuzanne Shogren, Cvent

2

Global Perspective - Cvent

• The world’s largest online meeting & event sourcing platform - the eRFP. Built as a tool for meeting planners

• 265,000+ venues listed on Cvent• 67,000+ active meeting planners utilizing Cvent Supplier

Network• Used extensively by key Enterprise accounts

– American Express– BCD M&E– Maritz Travel Company– Conference Direct– Helms-Briscoe– etc.

3

2010 2011 2012 2013 2014 2015

6.8M9M

14M

21M

27M 29M

2016

34M

Room Nights$11.4B

RFP Value

2010 2011 2012 2013 2014 2015

$2.4B$3.2B

$4.7B$6.5B

$8B$9.8B

2016

~$14B+2017

Cvent CONNECT 2017

• 2,000+ Registered Event Planners• 20% growth from 2016 to 2017; world’s premier event

technology conference• 3:1 Planner to Supplier Ratio• 90% of 2017 attendees want to return again in 2018

5

Cvent CONNECT Tradeshow

• 5:1 planner to exhibitor ratio• 30 Planner meetings per exhibitor average• 300 booths in 2017 vs. 160 in 2016• Preferred will again exhibit and is working on multi-hotel

presence for 2018

6

Preferred Chain Filter for Venue Search

Preferred Hotels & Resorts Chain Filter on CVENT

Preferred Hotels & Resorts Chain Filter• Member Hotel Benefits include:

– Preferred Hotels & Resorts – the ONLY Independent portfolio of hotels with a chain filter on Cvent.

– An additional level of Visibility to meeting planners– Can be found on multiple chain filters

• INDEPENDENT/OTHER, etc. – Inclusion in our PHR Marketing on Cvent – Brand Page– All at no cost to member hotels

9

Basic Photo Layout Slide: 3pt gold border and shadow

10

Optimizing your Venue Profile

11

Basic Photo Layout Slide: 3pt gold border and shadow

12

To match this Black drop shadow, use the following settings under shape effects:• Shadow Color:

Black• Transparency: 37%• Blur: 31pt• Angle: 44degrees• Distance: 14pt

Venue Profile Scorecard

13

Optimizing your Venue Profile

• Utilize the Cvent Community & Support• Don’t replicate information• Speak in the language of the meeting planner

– How you can help them accomplish their event objectives

• Ratings – Stars vs. Diamonds• Add Preferred branding –

– In Hotel Overview – text area– Download PHR logo and include in your image gallery– Add PHR collateral in “documents and add’l information+

• iPrefer Planner Program?

14

CVENT – The Planner SEARCH Process

15

CVENT – The Planner SEARCH Process

• 92 % of planners begin their search using the Destination Guide

• 86 % visit the Promotions Hub during their search

16

RFP Distribution Path

• Direct to Venue – up to 9 venues may be sourced per RFP

• Direct to Venue with copy to NSO• Direct to NSO for distribution to multiple venues

17

How a client searches on Cvent

www.cvent.com

Effective Management of the RFP Process- Your Response

19

Effective Management of the RFP ProcessDid you know . . . . ? Hotel Response

• 84 % – Average Response Rate• 2.8 Days – Average Response Time• 47 % – of Total RFPS responded to within 24 hours

20

Effective Management of the RFP ProcessDid you know . . . . ? Award Behavior

• 58 % of RFP’s are awarded to the 1st three responders, in rank order

21

20% 20%18%

12%

8%5% 4%

10%

0%

5%

10%

15%

20%

25%

1 2 3 4 5 6 7 8 or More% o

f Aw

arde

d Pr

opos

als

Rank of Awarded Proposal

Awarded Proposals 2008-2016 on the Cvent Hospitality Cloud

RESPONSE TIME RANK 1 2 3 4 5 6 7 8 or MORE

% OF CONFIRMEDBIDS 20% 20% 18% 12% 8% 5% 4% 10%

RESPONSE TIME RANK CORRELATION

Effective Management of the RFP ProcessDid you know . . . . ? Award Behavior

• 18 % – of RFPs awarded BEFORE decision date• 4 % - of RFPs awarded ON decision date• 41 % – of RFPs awarded AFTER the decision date

23

Effective Management of the RFP ProcessHow does Price impact who wins business?

• 28 % goes to the Highest Bid• 35 % goes to the Middle Bid• 37 % goes to the Lowest Bid• 32 % awarded at a rate higher than originally budgeted

by the client• $198 = Average Awarded ADR• 16 % of unique RFP’s have date flexibility . . . . . . .• 54 % awarded to a different set of dates than originally

requested and when client indicated there was no flexibility.

24

Effective Management of the RFP ProcessDid you know . . . . ?

• 18 % of RFPs sent directly to the CVB• 181 days = Average Booking Window• 27 % of Total RFPS ≤ 25 attendees and 25 peak rooms• 47 % of Total RFPS ≤ 50 attendees and 50 peak rooms

25

The Average Cvent Meeting

Duration

2012 2013 2014 2015

3.5

2016

3.4

3.1 3.1 3.1

Room Nights

2012 2013 2014 2015

227

2016

263 274 248 257

Awarded ADR

2012 2013 2014 2015

$174

2016

$184 $188$196 $198

~$60Kavg meeting value

Effective Management of the RFP Process

• Thoughts, suggestions, & real life experiences to incorporate into your approach

Jerry Meng & Kate Anthony

27

BEST PRACTICES• Respond on time - “I’m serious about your business!”• Read the entire RFP

– Pay special attention to planners’ individual questions and address every point in a clear and concise manner.

• Be thorough without being exhaustive• Be flexible & offer alternatives• Add Value to hotel proposal - special concessions or

promotions– make the planners/clients feel they are “special”!– Add Attachments, testimonials and/or hyperlinks (if available) to

hotel proposal

28

Effective Management of the RFP Process- What concessions do planners want? Top 10

1. Discount Sleeping Rooms – 67 % ranked this important2. Discounted Meeting Space3. Meeting Room Wi-Fi4. Discounted Menu Prices5. Sleeping Room Wi-Fi6. Allowable Attrition7. Sleeping Room Upgrades8. Discounted A/V9. Discounted Parking10. Late Checkout Times

29

WORK WITH YOUR PREFERRED NSO

• WHEN you receive NSO leads or see NSO is copied on CVENT Leads - Let’s work smart together

• Follow-up tips– Involve your NSO– Follow up with clear purpose and sufficient information– Attach hotel CVENT response in follow up email– Highlight 3 key selling points mirroring RFP requirements– Respond WITHIN Cvent – Offer special promotions if any

7/31/2017 30

WORK WITH YOUR PREFERRED NSO

• Questions or Discussion ?

7/31/2017 31

THE HOSPITALITY CLOUD – 3 PILLARS

CREATEBRAND AWARENESS & LEAD GENERATION

GROUP MARKETINGSOLUTIONS

GROUP DEMANDMANAGEMENT

GROUP BUSINESSINTELLIGENCE

MANAGERESPONSE TIME

MEASUREPERFORMANCE MANAGEMENT

CVENT – Optimizing Visibility to drive more RFP’s and more Awarded business

33

Diamond ListingsCompetitive Market Ads

Blog Sponsorship

SocialWall

Cvent Meetings Magazine

RFP Score

Transient RFP Publisher

RFP Assignment

Supplier Certification

Enterprise DashboardsSuggested Ads

Suggested Ad Boost

Enhanced Marketing Package

Premier Marketing Package

Email Newsletter

Search Screen Sponsorship

Recommended Hotels

Transient Market Leads

Hotel Fit Score

Scorecards, Performance Reports

Promotions Hub

Hero Ads

Passkey

Routing & Escalation Rules

Basic Reporting

Group Comp Set Dashboards

Group Analytics Consulting

Deep Dive ReportsVideo Marketing

Standard Marketing Package

Transient Star Marketing Package

Basic & Advanced Custom Proposal Template

RFP Labels

Custom RFP Views

Proposal Defaults

Passkey Intelligence

Transient Marketplace Intelligence

Cvent Marketing Solutions

Alliance Partner – Hyperdisk Marketing

Michael MustafaVice President, Sales & Strategic Services

www.drivegroupbusiness.com

35

Basic Photo Layout Slide: 3pt gold border and shadow

36

Cvent & Preferred Hotels & Resorts

Partnership

37

Questions?

38