Smart Targeting Technology

Quickly single out the groups most compatible with your hotel, based on criteria you create

With hundreds of thousands of associations, organizations and corporations out there, choosing the groups your hotel should target is a daunting but crucial task. Valuable hours, days, and weeks of your sales staff’s time can be wasted pouring over lists of groups and cold calling possible contacts without making any sales. What you need is a way to find the groups that are the most compatible with your hotel. Enter Knowland Smart Targeting technology. Instead of trying to convince a group that they want what your hotel has, you can show them that your hotel has what they want.

Groups are scored based on their compatibility with your property

Insight uses Knowland Smart Targeting technology to find groups that are looking for exactly what your hotel has to offer. Simply select what qualities are important to you and Insight does all the work by combing through our immense database and finding groups that fit your preferences. These groups are scored based on key indicators of their past events such as region, price, brand, amenities and more. So if an organization has held half of their events in your area, they receive a 50 percent score for region. If a business always holds their conferences at your brand, they get a 100 percent score for that indicator. With one glance you can tell whether a group is a good match for your hotel.

Set indicators such as region and price and rate their importance to you

When determining each group’s Smart Targeting Scores, Insight uses the preferences you set up to compare your property to the group’s prior events. The rating indicators are initially set to your property’s standard characteristics, including geographic area, price, brand and amenities. Each indicator can be set as extremely important, important, somewhat important and not important to you.

Later you can use these preferences to fill holes in your event schedule. If you decide May bookings are looking a little light, change the time of year indicator to May and rate it as extremely important. That way groups that often meet in May will have a higher compatibility rating when you search. Having trouble scheduling midweek events? Change the time of week indicator to weekdays and find groups that meet during the week. Each indicator adds a new dimension of personalization to your search.

Leads receive star ratings based on Smart Targeting scores

Insight uses the preferences you have set up to calculate a rating for each group. Each zero to five star rating is listed within your search results and more information about how each group received their rating is available in the group details. So say you have set your preferences to indicate it is extremely important that groups have used luxury hotels for their events in the past. The price indicator will then receive more weight when calculating a group’s star rating. Groups that have used mostly luxury hotels for their events in the past will receive a higher rating. On the other hand if you decide an indicator is not a factor, mark it as not important. Then that indicator will not be taken into account when calculating a group’s star rating. Keep a look out for groups with a high star rating and keep the golden leads coming.

Find other groups with similar scores

A good sales team always builds on the leads they have. That’s why we took Insight a step further - using Smart Targeting scores to find other groups well suited to your hotel. Once you find a lead you like, Insight shows you other groups with similar scores on the indicators you said were most important. With each compatible group you find, six more can be added to the list. Instead of spending hours making cold calls with little results, you can spend a few minutes generating dozens of targeted leads ready to be closed.

Filter results to target the groups you want

Knowing which groups will be attracted to your property and which wouldn’t is important. If you’re a small, cozy golf resort, you don’t want your results full of big corporations looking for 15,000 square feet of meeting space. And if you’re a major luxury hotel in New York City, you don’t necessarily want groups looking for a simple weekend on the links. Now you can instantly filter out all the groups that aren’t right and zero in on the ones that are.

Using the Smart Targeting filters, you can set up a scale of compatibility between groups and your hotel based on region, price, brand and more to create even more personalized search results. Need to find groups that have held events in your market 80 percent of the time? Simply check Market and slide the scale to 80 percent. How about businesses who book at least half of their conferences at golf resorts? Smart Targeting can provide these and endless other highly individualized results with one click.