Planning business meetings and events can be stressful! Organisers have to put lots of effort into searching for and securing a suitable venue. In this case study, we will show how Marriott International has simplified this process, giving it a key selling point over its competitors.

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Instant Booking  

Marriott International has partnered with the booking platform Groups360 to add an Instant Booking feature for its North American properties. The roll-out started with more than 1,500 hotels, with the ambition to continue expanding the booking integration across the rest of their portfolio.

This development makes Marriott the first major hotel brand to implement an instant booking functionality for both bedrooms and meeting spaces. It's important to consider that this technological advancement aligns with the consumer desire for seamless booking experiences. The feature allows event organisers to view the hotel's inventory before making a reservation and also to make specific catering and equipment requests.

Small Events

With real-time rate and availability data provided, the Instant Booking function streamlines the initial hotel search and removes the need for contacting multiple hotels and waiting to receive their quotes. This straightforward and honest approach helps Marriott to stand out on the marketplace and create strong relationships with their potential clients through removing most of the complexity in the hotel sourcing and booking process.

The instant booking feature allows each hotel location to quickly respond to Requests for Proposals and initiate two-way conversations. This will boost the efficiency of planning and organising small meetings and will be beneficial for both the hotel chain and its properties as well as event organisers. Additionally, by simplifying the process, it gives more time for the hotel to focus on the organisation of larger events and also reduce the burnout of staff.

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Groups360 - the booking platform provider - sees the potential for transforming the contracting process for small events into an experience comparable to online shopping; yet still enabling personalisation in terms of specific requests, such as audio-visual and catering requirements. With virtual tours already in the mainstream since COVID-19, such an ambition appears reasonable for the type of simple and routine bookings associated with small events.