Marketing to the celebrations ‘buy out’ client: What hotels & properties need to know
General Managers and Directors of Sales are focused on maximizing revenue potential through each and every booking, as clients have more options for hosting their multi-day events than ever before. Whether for a corporate retreat or executive summit, a high-end wedding or an intimate personal event, properties need to be more adaptable and create excitement for today’s UHNW buyer. Here are some tips for staying at the forefront, from our team:
Show Active Transformation:
Share before-and-after photos of your space transformed for the client’s event, and how it can be reconfigured for other celebrations. Clients want to see that you can transition through multiple events. Gregory Blake Sams Events presented this beautifully with their recent event at the Hearst Castle. They showcased the simplicity of the space, which was complemented with creative elements such as synchronized swimmers, a live performance, and a sleek cocktail hour to fit the ideal mood the couple had strived for while celebrating the natural beauty of the space.
Photo from Aaron Delesie, Planning and design by Laurie Arons Special Events
Highlight distinctive features and versatility:
Show the multi-faceted nature of your space not only in how a client designs around it, but also how a specific space may be used in different ways throughout one event. Tabloo Margot took an old tennis court and transformed the space into a chic dinner party, tastefully filled with elements of tennis in the decor and bites of the evening. The Hudson Woods retreat has couples escaping the glitz and glam of bachelor/bachelorette parties to a campsite getaway with their wedding party. Ojai Valley Inn shared a piece of history with their community with this organic social moment, while simultaneously allowing the wedding or event client to envision a cocktail hour in that exact space. Demonstrate that a singular space can take on a romantic garden party feel with the right lighting and florals during the day and be juxtaposed with a sophisticated cocktail lounge for the night.
Photo from Tortuga Bay
Lean on authentic user-generated social content:
Event planners, in particular, are looking for venues that maximize their clients’ budget by offering flexible layouts and spaces, revealing parts of a beloved property to guests in a completely new and surprising way. Social media can become your most powerful tool in demonstrating the transformative potential of your space. Clients want to envision themselves on site, immersed in the full sensory experience that an event may bring with it. Anticipate key celebrations and private events on site and ensure your property team is ready to create dynamic content if/when photos are released and the client provides permission for your use. Choose collaboration posts wisely (like Tortuga Bay has done perfectly here) to maximize exposure to the networks of those creative event partners. Often, UHNW clients are finding venues and host properties for events through their trusted professional community, including family event planners, photographers, private chefs, and travel concierge teams. Be on the lookout for ways to maximize user-generated content that speaks to those specific top-tier networks.
Double down on performance marketing tactics:
Google has officially phased out its commission-based Hotel Ads model (where hotels only pay when someone books and stays), and all ads have now shifted to a pay-per-click (PPC) structure. This means hotels now pay for ad clicks upfront, regardless of whether those clicks lead to bookings. With Google Ads becoming more critical than ever—due to the rise in organic searches, increased use of AI-powered search tools, and changing consumer behavior—being strategic with ad copy, targeting, and the overall user experience is key to driving conversions and encouraging users to complete their booking.
Adaptability and targeted exposure are the defining factors of a well-marketed property in today’s highly competitive market. The properties that thrive aren’t just renting out a space; they’re providing the foundation for a vision to come to life. The versatility of your space, paired with strategic social media and digital advertising, ensures your value reaches the right audiences.