Have you high-fived your CVB rep lately?OK, maybe physical contact isn’t necessary, but how’s your hotel’s relationship with your local convention and visitor bureau (CVB)?Literally every state, province and territory across the US and Canada has some form of CVB – a team focused on inspiring travelers, meetings and events to their respective destination – with thousands of additional localized organizations promoting cities, towns and geographic regions.Yet many hotel teams are unsure how to maximize the value of the relationship.Some maintain a relatively passive coexistence with their CVB, while others perceive them as competition. It’s a view bureau professionals, including Julie Greer, a national convention sales manager with the Reno-Sparks Convention and Visitors Authority, are eager to change.“There are misconceptions that CVAs and CVBs compete for business and ‘credit’ for business, which deters them from maximizing resources available,” notes Greer.“CVAs and CVBs are funded by tax dollars from hotel stays, in essence making its representatives a paid extension of the hotels sales team. One team, one dream.”It’s a sentiment echoed by many CVB teams who long to build the relationships between their organization and its area hotels.We surveyed top CVB professionals in a variety of markets from coast-to-coast, many of which have previously been part of a hotel sales team themselves. Here were their suggestions for getting the most value out of your relationship with your CVB.
BE ACTIVE
Be in constant contact with your CVB small meetings manager. I see hotels responding with the same generic proposals to every lead and not offering to participate in the planning of the site. Offer to host a site inspection, help with transportation and share any additional information (you have) on the organization.
Cannon W. TarbetDirector of Convention SalesVisit Salt Lake@VisitSaltLake
STRATEGIZE TO MONETIZE
CVB’s can help support the sales effort not only for the destination, but also hotels by creating incentives driven by funding from the CVB. If a hotel is struggling one year more than others, we can help “push” clients over by a financial incentive such as a rebate.
Julie GormanDirector of Sales Western RegionFort Worth Convention & Visitors Bureau@VisitFortWorth
TEACH COLLABORATION
Train new sales managers to understand that a CVA/CVB is not a competing entity and is an extension of their hotel sales team. Provide a CVB orientation to new sales managers so that they understand the benefits of using a CVA/CVB to curb issues that limit collaboration.
Julie GreerNational Convention Sales ManagerReno-Sparks Convention and Visitors Authority@RenoTahoe
USE THE TOOLS
Use the free marketing your CVB affords you. Know how to enhance your listing on the CVB website, know how to reach the CVB PR and online content team so your business can be included in web and social content. Attend CVB hosted events and learn the ways you can participate. Be aware of the CVB marketing and advertising plan to enhance your own.
Dianna PierceVice President, SalesAsheville Convention & Visitors Bureau@VisitAsheville
WORK IN TANDEM
Working in partnership on sales blitz activities and destination events in-market (when our members join us) is a great benefit for the customer who is able to meet and get touched by more than just our team. Customers much prefer for CVBs to schedule group appointments as it is a more productive use of their time.
Mary NeisterVice President Meet HawaiiHawai’i Visitors and Convention Bureau
PITCH OUR PERKS
Hotels should (understand and) offer the complimentary services of the CVB to help with any destination support such as transportation (and) activities. Being able to offer these value-adds to the clients without any extra cost to them increases their likelihood to bring their programs to the property and destination.
Miranda JiSales Manager Business EventsVictoria Tourism@VictoriaVisitor
Have you high-fived your CVB rep lately?OK, maybe physical contact isn’t necessary, but how’s your hotel’s relationship with your local convention and visitor bureau (CVB)?Literally every state, province and territory across the US and Canada has some form of CVB – a team focused on inspiring travelers, meetings and events to their respective destination – with thousands of additional localized organizations promoting cities, towns and geographic regions.Yet many hotel teams are unsure how to maximize the value of the relationship.Some maintain a relatively passive coexistence with their CVB, while others perceive them as competition. It’s a view bureau professionals, including Julie Greer, a national convention sales manager with the Reno-Sparks Convention and Visitors Authority, are eager to change.“There are misconceptions that CVAs and CVBs compete for business and ‘credit’ for business, which deters them from maximizing resources available,” notes Greer.“CVAs and CVBs are funded by tax dollars from hotel stays, in essence making its representatives a paid extension of the hotels sales team. One team, one dream.”It’s a sentiment echoed by many CVB teams who long to build the relationships between their organization and its area hotels.We surveyed top CVB professionals in a variety of markets from coast-to-coast, many of which have previously been part of a hotel sales team themselves. Here were their suggestions for getting the most value out of your relationship with your CVB.
BE ACTIVE
Be in constant contact with your CVB small meetings manager. I see hotels responding with the same generic proposals to every lead and not offering to participate in the planning of the site. Offer to host a site inspection, help with transportation and share any additional information (you have) on the organization.
Cannon W. TarbetDirector of Convention SalesVisit Salt Lake@VisitSaltLake
STRATEGIZE TO MONETIZE
CVB’s can help support the sales effort not only for the destination, but also hotels by creating incentives driven by funding from the CVB. If a hotel is struggling one year more than others, we can help “push” clients over by a financial incentive such as a rebate.
Julie GormanDirector of Sales Western RegionFort Worth Convention & Visitors Bureau@VisitFortWorth
TEACH COLLABORATION
Train new sales managers to understand that a CVA/CVB is not a competing entity and is an extension of their hotel sales team. Provide a CVB orientation to new sales managers so that they understand the benefits of using a CVA/CVB to curb issues that limit collaboration.
Julie GreerNational Convention Sales ManagerReno-Sparks Convention and Visitors Authority@RenoTahoe
USE THE TOOLS
Use the free marketing your CVB affords you. Know how to enhance your listing on the CVB website, know how to reach the CVB PR and online content team so your business can be included in web and social content. Attend CVB hosted events and learn the ways you can participate. Be aware of the CVB marketing and advertising plan to enhance your own.
Dianna PierceVice President, SalesAsheville Convention & Visitors Bureau@VisitAsheville
WORK IN TANDEM
Working in partnership on sales blitz activities and destination events in-market (when our members join us) is a great benefit for the customer who is able to meet and get touched by more than just our team. Customers much prefer for CVBs to schedule group appointments as it is a more productive use of their time.
Mary NeisterVice President Meet HawaiiHawai’i Visitors and Convention Bureau
PITCH OUR PERKS
Hotels should (understand and) offer the complimentary services of the CVB to help with any destination support such as transportation (and) activities. Being able to offer these value-adds to the clients without any extra cost to them increases their likelihood to bring their programs to the property and destination.
Miranda JiSales Manager Business EventsVictoria Tourism@VictoriaVisitor
