and how important is it for hoteliers to understand its impact?

• Companies, associations and other organisations spend an enormous amount of time and money on events. Some are aimed at customers and some at internal teams

• Most of the time they do not know if it is worth their money to spend these sums and measure what they get in return

So if a meeting planner is convinced that their ROI will be high in going ahead with an event, as a hotelier, you have a higher chance of converting that business. This in turn means that a hotel sales person will often need to find added value propositions to contribute to this process.

In the next few posts I will take a look at how far ROI measurement is being applied by the event industry.