For the hospitality sector, events can be a lucrative business, generating revenue through ticket sales in advance, helping operators balance their books and maximise profitability. However, it is crucial that they are professionally managed from the initial enquiry through to the event.

In their new free online publication “The Ultimate Event Management Guide”, software company Tripleseat partnered with KAM Insight to help businesses navigate the potential pitfalls of event bookings and power up profitability, including tips such as:

Define the space in your venue

Look at available spaces in your venue and think about what kind of event can be held from a smaller room for a team lunch to a larger space for workshops with food. Work out what spaces need which technical equipment.

Target UK corporate event planners

The power of social media can’t be underestimated. Invest in a mix of organic and paid (targeted) social media activity across platforms. Focus on LinkedIn to target corporate event planners.

Use the power of referrals

Use successful events as case studies. With permission, publish a video and picture with a written case study, showcasing your venue to other event planners.

Get to know your local area

Research corporate businesses in your area. Drop into these businesses with cards, flyers and even special offers. Invite them for a happy hour, or even better, host an event at your venue to show it off and provide everyone who attends an offer if they book.

Show your venue off

Make sure the website has a section targeting potential clients. Outline how each space can be used including capacity and any equipment or multimedia options like audio and TV. Include pictures, or even better, a fly-through video of the space.

Outline how each space can be used including capacity and any equipment or multimedia options like audio and TV

Following research conducted by KAM Insight for the guide, it was revealed that over a third of restaurants and pubs rely on pen and paper for event bookings. Despite 60% of UK hospitality operators saying large bookings and events are important to business, 34% of restaurants and 39% of pubs still track event bookings the old-fashioned way.

Depending on the type of event, operators could request pre-orders from big groups to reduce food waste – 50% of operators participating in KAM Media’s research said this was a high priority for their business. Understanding and tracking dietary requirements is also an important factor for consideration, ensuring details such as allergies are not lost as front of house teams hand over bookings to back of house teams.

John Karemy, marketing manager of Tripleseat, says

“Using an event management tool like ours can streamline the event booking and management process. This can improve the bottom line of hospitality venues and improve new booking sales by 30% or more creating a steady revenue stream.”

Visit https://info.tripleseat.com/uk-ultimateevent-guide to access your free copy of the full research report and guide.