Ah, hospitality strategies—it almost sounds contradictory. If hospitality is part of our humanity, why do we need strategy? Because without a plan, even the best intentions fall flat. So, welcome to the first in our hospitality strategies series, where we break down actionable ways to improve hospitality and, in turn, grow revenue.
First up: event programming—or, more accurately, boring event programming. You know the type. The same predictable networking mixers and “chef’s special,” and uninspired speaker lineup. But hospitality isn’t just a business—it’s human. At its core, it’s about creating experiences people remember, places they want to return to, and moments they can’t stop talking about.
Too many hospitality businesses treat event programming like a box to check instead of an opportunity to create something meaningful. And their people notice. Guests, clients, even your own team can tell when an event is just another obligation versus something worth remembering.
So, how do you break the mold? How do you create event experiences that people actually want to talk about? In this article, we’ll cover fresh ways to reimagine event programming, use technology to enhance connection (not replace it), and turn one-time bookings into lifelong fans.
First, Who Are You Actually Trying to Attract?
If your event marketing strategy is “Let’s throw a party and hope people show up,” we’ve got some work to do. The best event strategies start with knowing who you’re talking to.
Are you trying to attract corporate event planners looking for unique offsite spaces? Are you targeting social groups who want something more exciting than a hotel ballroom? What about brands launching new products and looking for a venue that elevates their image?
Understanding your audience is the key to designing event experiences that truly resonate. The same goes for how guests find and book your venue. Relying on third-party platforms means handing over control of those relationships—but direct bookings let you build stronger connections, foster loyalty, and create events that keep clients coming back.
Actionable Takeaway: If you don’t know who you’re trying to reach, technology can help. Use distribution channels like LinkedIn, targeted ads, and even AI-driven email outreach to put your venue in front of the right event buyers.
Technology Isn’t the Enemy of Hospitality—It’s the Future of It
There’s a reason we remember great hospitality experiences. They are deeply human. And yet, technology gets a bad rap in hospitality, as if using it somehow removes the personal touch (except with hoteliers who build excellence through use of technology). But used correctly, it does the opposite—it enhances it.
A balanced scorecard approach to event planning means using data to make smart, guest-focused decisions. What if you could track which types of events have the highest rebooking rates? Or if you could identify what elements make an event go viral on social media? Can you automate outreach so you spend less time chasing leads and more time designing memorable experiences?
Hospitality businesses that leverage hotel revenue management tools, guest analytics, and automated marketing don’t lose their soul—they just become smarter about how they connect with people.
Actionable Takeaway: Test out a simple loyalty program for event bookers—offer priority booking windows, discounts on repeat events, or even a VIP experience for planners who consistently bring business your way.
Get Weird (Or At Least, Get Interesting)
No one talks about the event that had the standard round tables and chafing dishes. But they do talk about:
- A wine tasting in a planetarium.
- A networking event inside a rock-climbing gym.
- A private dinner inside an art gallery with a live muralist.
Your venue has something unique—lean into it. If you’re a restaurant, host experiential dinners that go beyond the plate. If you’re a boutique hotel, turn that unused courtyard into a pop-up performance space. If you’re a music venue, offer immersive sound experiences that integrate storytelling.
Actionable Takeaway: What’s something only your Place can offer? If you don’t know, ask your guests. Their favorite parts of your venue might surprise you.
The Best Events Aren’t Just Events—They’re Community Builders
A good event brings in revenue. A great event creates a movement.
Think about predictable revenue models—repeat bookings, brand partnerships, memberships. Groups that meet monthly, businesses that host quarterly retreats, local organizations that need an annual event space. But here’s the trick: don’t just book the event—become part of their ecosystem.
- Associations have member networks—can you offer them a special rate for referrals?
- Companies have internal events teams—can you create a package that simplifies planning for them?
- Local influencers host pop-ups—can you build a partnership that gets your venue seen by their audience?
Actionable Takeaway: Every event you host should be an opportunity to create lasting relationships. It’s how you will position your venue as the go-to Place for their future gatherings.
Hospitality is an Invitation—Make It a Memorable One
The venues that thrive aren’t the ones that simply check the boxes—they’re the ones that make people feel something. Whether through tech-driven personalization, unforgettable event concepts, or deep community relationships, hospitality is always about more than just business.
So, if you’ve been playing it safe with your event programming, consider this your invitation to shake things up. Build events that create stories, tell those stories well, and make sure the right people hear them. That’s how you turn one-time bookings into lifelong brand advocates.
Want to Make 2025 Your Best Year for Event Sales?
At Venue Prosperity Group, we help Places create stronger event sales strategies, better marketing alignment, and deeper guest connections. If you’re looking to increase direct bookings and build a loyal event client base, let’s talk.
