|Walnut Creek, CA. November
13, 2006. Los Angeles and Los Angeles Airport (LAX) hotels
found their September meetings business steady, according to Hospitality
Information Services (HIS), which tracks the meetings industry in 44 markets
in the U.S. and Canada.
In September, the Los Angeles Marriott hosted 55 different organizations, who rang up 131 separate event days. That same month, the Wilshire Grand hosted 54 different meetings that accounted for 265 separate event days. Further analysis shows that 49 of the Marriott’s events were catered, as opposed to non-catered, and 79 of the Wilshire Grand’s were catered.
These two hotels, the L. A. Marriott and the Wilshire Grand, accounted for 12.5% and 12.2%, respectively, of the meetings market share for Los Angeles hotels surveyed by HIS.
Among other hotels in the survey were the Westin Pasadena (10.9%) and the Renaissance Hollywood Hotel (8.2%).
For hotel General Managers and Directors of Sales & Marketing, this is crucial market intelligence.
For over 17 years, Hospitality Information Services, Inc., based in Walnut Creek, CA, has been providing the hotel industry with competitive market information on what companies and organizations are meeting… where… and for how long. In addition, HIS also provides event contact information for the corporate or association people in charge of the event.
The most active organizations in the Los Angeles meetings market, according to the HIS Monthly Market Summary for September, were the Los Angeles Unified School District (16 event days), Sony Corporation (16), and Building World Class Brands (15).
A companion publication, the HIS Quarterly Market Summary, shows the LAUSD to be the leader in meetings generated, with 40 event days, followed by AD Banker with 27, and Bank of America with 23 for L.A.’s Third Quarter, 2006.
The Quarterly Market Summary divides meetings groups into six categories: Corporate, Association, SMERF (Social, Military, Educational, Religious, Fraternal), Travel/Tour, Government, and Other.
Third Quarter leaders in each category, for all Downtown/Westside/Pasadena hotels in the HIS survey, include the following:
For the month of September, the Los Angeles Airport Marriott hosted 63 different organizations, who recorded 138 separate event days. That same month, the Westin Hotel Los Angeles Airport hosted 60 different meetings that accounted for 122 separate event days. Twelve of the Marriott’s events were catered, as opposed to non-catered, and 18 of the Wilshire Grand’s were catered.
These two hotels accounted for 15.8% and 15.0%, respectively, of the meetings market share for LAX hotels surveyed by HIS.
Among other hotels in the survey were the Manhattan Beach Marriott (11.5%), the Marina del Rey Marriott (8.5%), and Le Merigot Santa Monica (7.0%).
The most active groups in the LAX meetings market, according to the HIS Monthly Market Summary for September, were Lockheed Martin (12 event days), Learning Annex (11) and Go West Tours (9).
The HIS Quarterly Market Summary, shows Learning Annex to be the leader in meetings generated, with 38 event days, followed by Lockheed Martin with 27, and the LAUSD with 23 for LAX’s Third Quarter, 2006.
Since 1989, HIS has been the leader in the “Reader Board” business. In fact, they invented the business, which was the brainchild of Stephen Reiser, who was working in the hotel industry in San Francisco at the time.
Reiser’s business model is seemingly very straightforward – HIS associates visit specific hotels in a given market and capture the information on the hotels’ reader board, that signboard or video screen in the lobby that announces who has booked the meeting rooms that day.
“Over the years, Reiser says, “we’ve fine-tuned our system to provide exactly what our clients tell us they need - well-organized, meaningful, and fact-checked reports, including contact information.”
HIS analyzes, processes, and verifies the data for accuracy before it packages the information as a weekly, monthly, or quarterly report and sends it on to HIS subscribers, usually hotel GMs and sales directors.
HIS provides hotels with the intelligence they need to compete and increase market share in two important segments of their business – the group and catering market segments. Currently, HIS gathers data from over 1,200 properties in more than 44 markets in the U.S. and Canada.
“Hotel GMs and Directors of Sales know they can increase revenue and market share by moving group and catering business out of their competitors’ properties and into their own. They use HIS market intelligence to increase their top-line revenues,” says Reiser.
Hospitality Information Services also issues monthly
and quarterly reports for other Southern California markets: Long Beach,
Orange County, Palm Springs, and San Diego.
Hospitality Information Services
|Also See:||Who's Doing Business at the Hotel Down the Street? Managers at Competing Hotels Need to Know - and Hospitality Information Services Can Tell Them / October 2006|