Many hotels struggle with a similar problem- bustling hallways and groups holding events in their space some days, and crickets chirping in the conference room on others. Hoteliers know that booking events is an essential source of revenue, and missing out on key filler groups is a huge loss of profit.
Telling you to book groups in your need periods is much easier said than done. So that’s the question we’re all asking ourselves- who should you target?
An often overlooked source of revenue for meetings is the military reunion market. Hotel salespeople tend to think their best bet for filler events will be small parties or weddings, but those hoteliers will be missing out on the market of over 12,000 military reuinion groups.
So who are military reunion groups?
- There are thousands of these groups, and the market is extremely fragmented. They rarely work together or know about eachother.
- Members of these groups are extremely diverse- both men and woman of varying ages will be parts of different military reunion groups.
- Many members of military reunion groups have special medical needs such as wheelchairs or walkers.
What are their meetings like?
- Military reunions are typically held in different cities every year.
- They typically meet every year during the same season of the year.
- Military reunion group size varies greatly- from under 20 to over 30,000 attendees
- Dates are usually flexible, and they prefer meeting on weekends
Most importantly- what do they look for?
- Proximity to former base or home port
- Proximity to other military facilities
- Military reunion groups typically choose locations that are near attractions of interest
Want to learn more about targeting and booking business with military reunion groups? Register for Knowland University’s exclusive live webinar!
