You know that feeling when a competitor lands a big group booking and you’re left wondering how they pulled it off? Their space isn’t better, and their service isn’t stronger. But somehow, they’re getting picked. Chances are, it’s not what they’re offering. It’s how they’re marketing it.
Today, planners are overwhelmed with options. If your venue isn’t standing out in the right places, you’re missing out on serious business. Whether you’re a hotel, a gallery, a golf club, or that cool rooftop spot everyone loves, it’s time to rethink your approach.
Hospitality marketing isn’t just about looking good online. It’s about being found by the right people at the right time and giving them a reason to stick around. In this blog, we’re breaking down 14 smart strategies to help you get in front of more planners, couples, and organizers and turn those leads into bookings.
What is hospitality marketing?
Let’s keep it simple: hospitality or hotel marketing is how you get people interested in your space, whether that’s a hotel ballroom, a rooftop bar, a golf course, or a gallery. It’s the photos you post, the emails you send, the ads you run, the events you attend, and the listings where you show up.
It's everything you do to make sure the right people (hello, planners and couples) can find you, trust you, and want to book you. It’s not about doing all the things. It’s about doing the right things that bring in real leads.
Why hospitality marketing matters for group business
A wedding can fill your venue and your hotel rooms. A corporate offsite can turn into a repeat client. A non-profit gala might come back every year. But none of that happens if you’re invisible.
Today’s planners are busy. They’re sourcing online, reading reviews, scrolling listings, and comparing venues without ever picking up the phone. If your marketing isn’t showing off what makes you group-ready, you’re not even in the running.
That’s why smart hospitality marketing is crucial. You don’t need a huge team or a big budget to make it work. You just need the right strategy.
Discover the key to unlocking unparalleled success in the MICE industry with our interactive infographic:
Mastering the Art of MICE Business Success
Step 1: Build a strong foundation
Before you go chasing new leads, make sure your house is in order. Planners are choosing partners they can trust to get it right. That trust starts with how you present yourself everywhere they might find you. So here’s how to lay the groundwork.
1. Know who you’re talking to
You can’t market to everyone, and you shouldn’t try. Think about who actually books your space. Are you trying to reach wedding planners? Corporate planners? Event pros planning retreats or brand launches? Each one is looking for something different.
If you try to speak to all of them at once, you’ll end up connecting with none of them. So pick your top audiences and tailor your messaging. Use the photos, language, and examples that make them feel like you’re the perfect fit.
Get to know your audience by reading up on their likes and dislikes and what they need most from suppliers. Use resources like the Cvent Planner Sourcing Report to understand sourcing behavior.
2. Refresh your group-ready visuals
A dusty photo of your empty ballroom from 2014 isn’t doing you any favors. Planners want to see your space in action. Think: a conference in full swing, a wedding ceremony with the sunset in the background, a boardroom set up for a hybrid meeting. Bonus points if your photos show diverse groups of people and different room layouts.
Upload floor plans and 3D diagrams that make it easy for planners to understand what’s possible in your space. Can you fit 80 in rounds? What about classroom style with A/V? The more clarity you give, the faster they can decide if your space is the right fit.
And if you’re using a tool like Cvent Event Diagramming to create interactive layouts, even better. Planners love being able to play around with the space before they even set foot inside. Update these visuals on your website and on the Cvent Supplier Network.
3. Add dedicated event landing pages
One-size-fits-all websites don’t cut it anymore. If you want planners to take you seriously, you need dedicated pages for each event type you’re trying to book. Create pages that make sense for your business like a wedding page, a meetings page, a social events page. Each page should include:
Photos of past events
Room specs and capacity info
Downloadable floor plans or menus
Testimonials or reviews
A clear call to action (like “Start Planning” or “Check Availability”)
Make it easy for a planner to imagine their event in your space and even easier for them to reach out.
Step 2: Get discovered by the right planners
You’ve got the space, the team, and the photos that make people stop scrolling. Now you just need one thing: actual planners finding you. Here’s how to show up where it counts.
4. Create a standout listing on the Cvent Supplier Network
Planners use the Cvent Supplier Network (CSN) to search and compare venues and eventually submit a request for proposal (RFP).
If your listing is blank, boring, or buried on page five, you’re missing out. Add great photos, highlight what makes you group-friendly (think: flexible spaces, tech, parking, on-site catering), and make sure your info is up to date. Think of it as your digital storefront. If it looks closed, planners will move on.
5. Run smart ads where planners are already searching
Not all ads are created equal. Running banner ads on random travel sites? Meh. Showing up right in front of planners while they’re actively sourcing on CSN? That’s smart.
Digital advertising on the Cvent Supplier Network puts your venue in front of the right eyes, at the right moment. You’re putting your venue directly in their path. And since you can target by region, event type, or planner behavior, you’re not wasting spend on the wrong audience.
6. Use Planner Navigator to spot hot leads
Ever wish you had a radar that told you which planners are actively sourcing in your market? That’s basically what Planner Navigator does. You can search by region, company, event history—you name it—and find planners who are likely to book a space like yours. No more cold outreach or guessing.
It’s like skipping to the part where you talk to the people who are already interested.
7. Claim your niche on Wedding Spot
If you’re trying to win more wedding business, be visible where couples are looking.
Wedding Spot is where couples go to compare venues, pricing, and packages. And while Pinterest might give them inspiration, Wedding Spot helps them actually book. Add your wedding packages, transparent pricing, and swoon-worthy photos so you’re part of the shortlist from the start.
Step 3: Bring the experience to life
You’ve caught a planner’s eye. Nice work. But now comes the part that turns curiosity into commitment: showing them what their event will actually look and feel like in your space.
8. Attend the right events (Like Cvent CONNECT)
There’s still nothing better than talking to a planner in person. The handshake or a quick convo over coffee goes a long way toward building trust and getting on their radar for real.
That’s why events like Cvent CONNECT are worth showing up for. You’ll meet planners who are actively booking, learn what they care about most, and hear best practices straight from the source (aka: your potential clients). And bonus: You’ll walk away with fresh ideas, market insights, and real leads.
9. Host a showcase or FAM event
You don’t need a ballroom full of people to make a big impression. Invite local planners, destination marketing organizations (DMOs), or wedding pros to a showcase night or FAM (familiarization) event where they can see your space set up and in action. Think: mock ceremony, sample tasting, live music, signature drinks, and photo ops.
Not only do you get valuable facetime, but you also generate great content for your socials. To make it even better, consider throwing in a giveaway or some exclusive perks for attendees.
10. Create content that solves planner problems
Want to build trust before the first inquiry? Help planners solve something. Write a blog post on what to ask during a venue tour. Share a downloadable event planning checklist. Create a quick FAQ on capacity, parking, or what to do in bad weather. None of this has to be fancy. It just has to be helpful.
Because if you’re answering their questions before they even reach out, you’re already ahead of the competition.
11. Encourage and Share User-Generated Content
Let your past clients do some of the heavy lifting. Ask couples, planners, or corporate clients to tag you in event photos and then share that content on your own channels. Nothing says “trust us” like a real event with real people having a great time.
Ask for reviews or short quotes you can use in emails, brochures, or your Cvent listing. People trust people, so make your happiest clients part of your sales team.
Step 4: Stay consistent and proactive
The secret to earning more group business is showing up consistently, following up like a human, and keeping an eye on what’s actually working. This is what good hospitality marketing is all about.
12. Keep your social media planner-friendly
You don’t need to post three times a day. But you do need to show off your space in a way that speaks to planners. Think: real event setups, happy clients, behind-the-scenes prep, and those small touches that make your venue shine. Tag your planners and vendors, use location tags, and drop a few smart hashtags (no need to go overboard).
13. Follow up with warm leads like a human
If a planner reaches out or sends an RFP, don’t let it sit. Follow up fast, and make it personal. Avoid “Dear Sir/Madam” emails or walls of copy-and-paste text. Instead, send a quick note that shows you’ve read their request and you actually want their business.
Mention their event type, acknowledge any concerns (like tight budgets or short timelines), and let them know how you can help. The goal is to build a real conversation and eventually a lasting partnership.
14. Track what’s working (and what’s not)
You’re putting effort into your marketing, so make sure it’s paying off. Dig into your analytics. Look at where your leads are coming from: your Cvent Supplier Network profile, social posts, emails, ads, and your website. What’s getting clicks? What’s leading to RFPs? What’s just…sitting there?
Use CSN Business Intelligence to uncover competitive trends and make more impactful decisions on and off the Cvent Supplier Network. Ditch the guesswork. Use the data to double down on what’s working and tweak what’s not.
Now it’s time to level up your hospitality marketing strategy
Winning high-quality group business isn’t about shouting the loudest. It’s about showing up in the right places, saying the right things, and making it easy for planners to say yes. From leveling up your digital presence to creating scroll-stopping content (and yes, showing your face at the right events), hospitality marketing is all about consistency, clarity, and connection.
Start small. Pick a few strategies from this list and work them into your weekly routine. Test what clicks and keep what works. And remember: you’re selling confidence, creativity, and a flawless guest experience.
Discover the key to unlocking unparalleled success in the MICE industry with our interactive infographic: Mastering the Art of MICE Business Success
