Sheraton looks to revampmeeting rooms

Market surge

Sheraton looks to revampmeeting rooms

Report by DIANE SMITH

SHERATON Hotels and Resorts is revamping its meeting rooms in hotels throughout Europe, Israeland Russia to cater for an increased demand for one-day conferences.

Starwood director of sales and marketing Europe Paul Tribolet said the growing range of flights had led to a surge in one-day conferences across Europe.

Airport hotels are the most popular choice for holding small to medium-sized meetings with London, Frankfurt, Paris and Milan attracting the most delegates.

Sheraton’s new concept, Smart Meetings By Sheraton, which will cost the company nearly $6 million, offers better facilities through technology, lighting and ergonomic seats, as well as a lighter ‘Pen and Fork Cuisine’ and an easier ‘one-stop shop’ method of booking.

It follows extensive research with clients and meetings’ organisers in the form of focus groups and it can earn agents and conference planners 8% commission on food and meetings bookings and 10% on overnight room bookings.

Tribolet said: “It’s a big market. For us in Europe, it’s more than 580,000 room nights a year. A lot of people go for a one-day meeting, while five or six out of the group usually stay one night.”

The first three rooms were launched at the Park Lane Hotel in London last week, with 12 further Sheraton’s offering the concept by the end of the year. Smart meetings will also be available in eight other locations by the third quarter of next year.

Sale seeking: the Smart Meetings By Sheraton concept