Hotel Online
News for the Hospitality Executive


Hotels Can Score a Touchdown with Super Bowl Business

Knowland survey finds that 80% of hotels did not host Super Bowl parties this year

McLean, VA 2/9/11 – A recent survey from The Knowland Group, the world’s largest data firm in the global meetings and conventions industry, found that many hotels have the potential to win business on Super Bowl Sunday by booking groups for game-day parties.
The Knowland survey of 100 hoteliers around the United States found that only 20% of those hotels had Super Bowl parties booked this year and 80% did not. Most hoteliers surveyed said their hotel does not typically host parties on Super Bowl Sunday.

More than 80% of hoteliers surveyed said they do not believe hosting Super Bowl parties is important. Nearly 20% believe Super Bowl Sunday business is somewhat important and only one said Super Bowl business was extremely important.

“Hotel sales teams may have an opportunity to bring in additional food and beverage business on what, for many hotels, is a poor night for both group and transient booking,” Knowland CEO Michael K. McKean said. “Hoteliers can use our intuitive products and services to book groups for next year’s game and seize this chance that only comes around once a year.”

While Super Bowl weekend may not be a traditionally busy time for group events at many hotels, hoteliers can implement other strategies to generate business. Take other celebrations such as New Year’s Eve for example. Events for December 31 can yield big revenue both from a guestroom and catering revenue standpoint. By applying similar sales methods to Super Bowl Sunday, more rooms can be sold, additional function space rented and significantly higher catering revenue generated.

This Knowland survey was conducted over a three day period from January 31 through February 2, 2011. The full survey results can be found below.

1. Does your hotel typically host Super Bowl parties?
    Yes 13%
    No 87%

2.  Do you have any Super Bowl parties booked for Sunday?
     Yes 20%
     No 80%

3.  If so, how many?
     0-5 99%
     6-10 1%
     16 or more

4.  How many Super Bowl parties were booked in 2010, if any?
     0-5 99%
     6-10 1%
     16 or more

5.  How important are Super Bowl parties to your hotel?
     Extremely Important 1%
     Somewhat Important 19%
     Not Important 80%
About The Knowland Group
The Knowland Group is a proven innovator, developing intuitive marketing products and services that streamline and support event and group sales in the hospitality industry. The company, headquartered in McLean, VA, serves over 3,000 hotel clients and nearly 20,000 users globally. Knowland was ranked as the fifth fastest growing software company (public or private) in North America by Deloitte and the second fastest growing private company in the travel industry for both 2009 and 2010 by Inc. Magazine. For more information, visit, call 410-860-2270, or follow us on Twitter @knowlandgroup.


Kaitlin McCarthy
Communications Manager
The Knowland Group
(703) 286-0847

Receive Your Hospitality Industry Headlines via Email for Free! Subscribe Here  

To Learn More About Your News Being Published on Hotel-Online Inquire Here
Also See: Target Net Goes Mobile on the iPad; “You are changing the world” said one Knowland Client / January 2011

The Knowland Group Puts an End to the Dead End; This is the first in a five-part series: The Knowland Employee Development Pipeline / January 2011

Top 10 Group Events; College Football Bowl Series; 2010-2011 / January 2011

The Knowland Group Hiring Blitz Takes Off; Knowland staff increases by nearly 40 percent to handle the high demand / January 2011

Knowland Gives Hoteliers New Insight into Business Development; The New and Improved Leads Database Includes Detailed Contact Research, Exporting Options, New Advanced Search Capabilities, Insight Alerts, and More / January 2011

Knowland Receives Customer Interaction Solutions Magazine’s 2010 Product of the Year Award; Target Net Honored for Exceptional Innovation in Hospitality Business Development Software / January 2011

Hotels Optimistic About Future But Still Not Hiring; Knowland Survey Finds Majority of Hoteliers Experienced Growth in 2010, Expect More in 2011 / December 2010

Knowland Hires Seasoned Director for Event Booking Center (EBC); Experienced Call Center Manager to Lead EBC in Proactive Outbound Sales for Clients / December 2010

Knowland EBC (Event Booking Center) Expands 500% Due to Increased Demand; 30,000 SqFt Location Opened to Support Professional Business Development Services / December 2010

Creating a Culture of Success at Knowland; Knowland CEO Mike McKean Maps out how Employees “Belong, Thrive and Arrive” / November 2010

Hotels Down in the Polls on Election Night; Only 23% of hotels surveyed by Knowland have election watch parties booked on Tuesday / November 2010

Knowland Chief Learning Officer Discusses Fast HR Strategies with Center for Effective Organizations; 5th Fastest Growing Software Company in North America Presents on Challenges Developing Training for High-Growth Businesses / October 2010

Hotels Slow to Act on Mobile Apps Despite Belief in Their Future; Knowland survey finds many are unaware of hospitality apps / October 2010

Knowland Moves Reports to the Cloud; Innovative Business Development Firm Enhances Client Experience / October 2010

Knowland Provides 25,000th Customized Event Report Event Booking Center Supplies Golden Leads to Hotel Sales Teams / October 2010

To search Hotel Online data base of News and Trends Go to Hotel.OnlineSearch

Home | Welcome | Hospitality News
| Industry Resources

Please contact Hotel.Onlinewith your comments and suggestions.