THE GLOBAL LEADER

IN MEETING PROCUREMENT

Judi McLaughlinManaging Director

Northeast

• Joined HelmsBriscoe as a corporate leader in 2008• More than 30 years of industry experience• Extensive experience in managing meetings consolidation and

centralized sourcing initiatives.• Passionate leader currently serving on the board of Meeting

Professional International Greater New York chapter.

• Group Market

• Types of Third Parties

• Best Practices in Working with Intermediaries

• HelmsBriscoe

▪ Who We Are

▪ How Best to Maximize Opportunities with HB

HOW BEST TO WORK WITH THIRD PARTIES

THE IMPORTANCE OF INTERMEDIARIES

• Annual group room revenue is an estimated $120+ billion globally

• Estimated 50% of group bookings are secured through ALL intermediaries

• HB books an estimated total of $1.2 billion – the largest single source of rooms revenue for hotels

• HB top two competitors book a combined estimated total of $1.3 billion

TYPES OF MEETING & EVENT THIRD PARTIES

• Full Service Meeting and Event Companies

• Handle sourcing and logistics

• Fee basis - paid directly by customer

• Industry Specialization – pharma, government, association, etc

• Example – Maritz Travel, McVeigh, American Express, BCD

• Site Selection/Procurement Firms

• Specialize in sourcing and negotiating

• Commission basis – paid by hotel

• Business model of independent representatives

• Example – HelmsBriscoe, American Express, Conference Direct

BEST PRACTICES FOR WORKING WITH THIRD PARTIES

• Respect the third party’s relationship with the client – Use it to your advantage.

• Understand why clients use intermediaries

• Time Savings

• Cost Savings

• Risk Management

• Expertise and Knowledge

• Embrace use of e-sourcing technology – It’s the future.

• Response Time Critical

▪Company Overview

▪HB by the Numbers

▪ Profile of a HB Associate

▪Use the Tools: Proactive Strategies to Gain Greater Exposure

▪Best Practices to Increase your Chances of Converting HB Business

MAXIMIZING YOUR OPPORTUNITIES WITH HB

▪ Representing clients’ interests in the marketplace

▪ Acting on behalf of client

▪ Client in control of all decisions

▪ Fully transparent

COMPANY OVERVIEW

Founded in 1992 with a revolutionary business model:

100% Client-centric

In 2016, HB hit a company and industry milestone!

• $1.2 billion in rooms revenue booked

• More than 6 million room nights booked

• 45,000 programs booked in more than 100 countries

Annually contributes more than $1.8 billion in gross

meeting spend to the hospitality community

BY THE NUMBERS

The Global Leader in Meetings Procurement

GLOBAL EXPERIENCE

HelmsBriscoe

has booked

business with

more than

53,500

properties in

150 countries

• 1,300 Associates in 55 countries

• HB Associates have an average of 12 years of industry experience with more than 95% having hotel and/or meeting planning backgrounds

• Manage an average of 12-15 accounts

• All work on 100% commission so each independent contractor’s success is directly tied to their clients’ satisfaction

• Why they join HB – Education & Support

PROFILE OF A HELMSBRISCOE ASSOCIATE

STRATEGIZE

STRATEGIZE EVALUATE NEGOTIATE EXECUTE

WHAT WE DO

STRATEGIZE EVALUATE NEGOTIATE EXECUTE

▪ Research client meeting history

▪ Work with client to set meeting objectives, budget and requirements

▪ Utilize HB resources to identify appropriate venues

▪ Research HB exclusive offers and promotions for client

▪ Develop and submit RFP’s based on client needs and priorities

▪ Compile and organize hotel data to present to client

▪ Evaluate offers from venues

▪ Engage in negotiations with select venues

▪ Recommend strategies to reduce cost and minimize risk

▪ Coordinate site inspections

▪ Assist with hotel selection

▪ Communicate client decision to venues

▪ Provide problem resolution assistance to client

▪ Follow up with client to discuss event execution

As the largest client of every major hotel brand,

HelmsBriscoe’s volume of business has been

recognized as a significant influence and powerful force

in the industry.

Hotels work hard to ensure HB Associates receive

customized promotions and exclusive communications

efficiently, resulting in each major chain assigning

senior-level global and national sales representatives

to concentrate specifically on HelmsBriscoe business.

INDUSTRY RELATIONSHIPSHELMSBRISCOE’S HOTEL PARTNERSHIP PROGRAM

• Inclusive of CVBs/ DMOs around the globe

• Combines the power of the HB Associate network with the power and local expertise of the destinations

• Increase Client Confidence and Enrich Client Experience

• Provides HB clients with exclusive promotions and services such as:

• Site inspection assistance

• Marketing assistance

• Value added offers

INDUSTRY RELATIONSHIPSHELMSBRISCOE’S DESTINATION PARTNER PROGRAM

LONG ISLAND BOOKED BUSINESS

2015 2016 YOY

Booked Revenue $571,379 $985,794 +73%

Booked Room Nights 3,494 5,411 +55%

HELMSBRISCOE RESOURCES & TECHNOLOGY

Proactive Strategies to Gain Greater Exposure with HelmsBriscoe

Ensure Listing Accuracy

• Number/type of accommodations

• Meeting Space

• Location

HELMSBRISCOE RESOURCES & TECHNOLOGYHB CONNECT: HB’S PROPRIETARY VERSION OF CVENT

Cancelled Space

• Elevate exposure for cancellations, attrition, or distressed inventory

• Helps another HB client rebook the space

HELMSBRISCOE RESOURCES & TECHNOLOGYHB CONNECT: HB’S PROPRIETARY VERSION OF CVENT

HELMSBRISCOE RESOURCES & TECHNOLOGYHB INSITE: HB’S COLLECTIVE KNOWLEDGE DATABASE

System Information:

• Destination or Property Provided

• Associate Provided

• Client Provided

HELMSBRISCOE RESOURCES & TECHNOLOGYHB PARTNER PROMOTIONS: PARTNER PROMOTIONS SITE

Partner Promotions

HB Partners: Download the Promotions Form at http://www.helmsbriscoe.com/associatelist/html

HELMSBRISCOE RESOURCES & TECHNOLOGYHB PARTNER PROMOTIONS: PARTNER+PLUS E-NEWSLETTER

✓ Check accuracy of your Cvent listing

✓ Provide 24 hour response time to RFPs

✓ Offer alternative dates

✓ Respond completely

✓ Provide additional property info

✓ Leverage relationships with HB Associates who have booked

your property/destination

✓ Follow up with HB Associate after client meeting completion

BEST PRACTICESPROACTIVE ACTION PLAN

✓Develop HB exclusive offers

✓Host events/functions/FAM’s for local HB Associates and their clients

✓Offer a friends/family rate to HB Associates (based on availability)

✓Understand individual Associate work styles and account loads

✓Attend HB Annual Business Conference

✓Consider supporting HB Team/Regional meetings and HB Cares Events

BEST PRACTICESPROACTIVE ACTION PLAN

✓ Our Product Knowledge

✓ Give as much time as possible to effectively evaluate value of the business

✓ To share more program details:

• History

• Decision process/date

• Client decision factors

✓ Share more client information and, when appropriate, give access to client

✓ Provide updates/status as we get them

✓ Award business in system

HB: BEING PROACTIVE WITH OUR PARTNERS

Q & A