Groups playbook
Groups & MICE marketing that fills blocks with qualified, high-value business
Meetings, incentives, weddings, sports and tour groups decide a property's shoulder seasons. We build the planner-facing demand system — offer, proof, outreach and RFP response — and measure it on qualified enquiries and contracted room nights.
Where groups revenue leaks
- RFPs arrive through too many inboxes and response times slip past the planner's decision window.
- Meeting and wedding pages lack capacities, packages and proof, so planners shortlist competitors.
- Sales teams chase the same repeat accounts instead of building new planner, DMC and association pipelines.
- Group displacement and rate decisions happen without a clear view of lead quality.
Leading indicators we report
- — Qualified group enquiries by source
- — RFP response time
- — Proposal-to-contract conversion
- — Contracted room nights and F&B value
Every capability mapped to groups revenue
Planner conversion pages
Capacity charts, floor plans, packages and a short RFP path built for planners, not leisure guests.
Account-based outreach
Targeted sequences to planners, DMCs, corporations and associations in defined feeder markets.
AI SEO & GEO for events
Structured venue content so Google and AI tools can recommend the property for meetings and events.
PR & event proof
Press, case content and social proof from hosted events, reused across the sales cycle.
Lead scoring & routing
Every enquiry scored and routed to the seller who can close it, with response SLAs.
Sales-as-a-Service
Senior group sales execution for properties without a full-time Director of Sales.
A sample 90-day groups plan
- 01Build one conversion page for meetings, weddings or group blocks with capacity, proof, packages and a short RFP path.
- 02Create a planner-facing offer architecture by group type, season and lead time.
- 03Launch account-based outreach to planners, DMCs, local corporations, associations and repeat group sources.
- 04Add lead scoring and response SLAs so every RFP is routed to the seller who can close it.
- 05Turn PR, social and event content into reusable proof for planners and group decision-makers.
- 06Review qualified group enquiries weekly by source, response time and next action.
Engagements start from the Foundation, Segment Growth or Full Commercial Partnership models.
Questions owners and GMs ask
How do you generate more group business for a hotel?
We combine planner-focused conversion pages, account-based outreach, AI search visibility and fast RFP handling, then track qualified enquiries and contracted room nights.
Do you work with management companies on groups?
Yes. We can run the groups playbook for a single property or across a portfolio with shared reporting.
Do you guarantee group revenue?
No. We commit to execution and transparent leading indicators; outcomes depend on market, rate strategy and follow-through.
See your groups gaps in under two minutes
Hospitality experience meets modern intelligence. We grow Groups, Corporate Accounts and Transient revenue for hotels, fine dining, yachts and intentional events — measured on qualified leads, direct bookings and revenue, never impressions.
Next step
Turn visibility into the right next commercial move
Hotels can begin with the free Hotel Growth Score. Fine dining, yachting and event teams can explore the full service platform or schedule a focused strategy call with a senior Evoques strategist.