Inside the Deal: How Independent Planners & Hotels Create Winning Partnerships

What makes the difference between a challenging hotel negotiation and a smooth booking process that leaves both parties satisfied? In our series ‘Winning More’, we get an inside look at exactly how successful planners and hotels work together to close deals efficiently and build lasting partnerships.

Site & stay and The EVENTrepreneur Network (TEN) founder Sarah Meister and Marriott International Senior Account Executive Aneta Paduch revealed their partnership strategies, sharing specific tactics that have helped them close multiple deals together over the past year.

1. The RFP Secrets That Get Hotels' Attention

Sarah revealed several specific elements that make RFPs stand out and get faster responses:

• Historical Data is Gold: Include detailed history from past events, including actual room pickup and F&B spend.
• Build a Question Library: Create standardized sets of questions for different types of events and client industries. This ensures consistency while saving time.
• Be Upfront About Dealbreakers: List any absolute requirements (like specific contract clauses or concessions) in the initial RFP.
  
  

2. Creative Money-Saving Strategies That Work for Events

Rising costs are a challenge for everyone in the industry, but Aneta and Sarah shared several creative approaches they've used successfully to manage budgets without compromising event quality:

Timing Strategies

• Book during "need dates" and off-peak times
• Consider pre- or post-holiday periods
• Look at alternative destinations, Tier 2 or Tier 3 cities may offer more flexibility
• Consider airport hotels for better rates and ratio flexibility

Contract Structure Strategies

• Multi-year deals (even across different properties within same brand)
• Package deals that bundle rooms, F&B, and meeting space
• Customized F&B menus that work within budget constraints
• Staff rate programs for event team members

Here's how Aneta approaches these conversations with hotels:

Sarah emphasized that everything is negotiable, and sometimes giving in one area can lead to savings in another. For example, if AV costs are higher than anticipated, ask if the hotel can honor current year's F&B rates to offset the difference. The key is being transparent about your constraints while remaining open to creative solutions.

Pro Tip: When negotiating multi-year deals, consider spreading your program across different properties within the same brand family. As Sarah and Aneta discuss, this gives you more destination options while still securing better rates through the combined buying power.

3. How to Handle the Rooms-to-Space Ratio Challenge

One of the most common friction points that several planners asked about during the event is what to do when your meeting space needs don't align with hotel’s typical rooms-to-space ratios. Sarah and Aneta discussed practical solutions including:

• Looking at airport hotels, which often have more flexible ratios
• Considering splitting room blocks across nearby properties while keeping meeting space in one location
• Focusing on need periods when hotels have more flexibility
• Using multi-year commitments to secure better ratios

4. The New Safety Discussion Meeting & Event Planners Need to Have

The events of late 2024 and early 2025 have fundamentally changed how planners approach hotel safety and security discussions. Sarah and Aneta shared specific strategies for addressing these concerns effectively:

Essential Security Questions for Hotels

• Is security in-house or outsourced?
• What's the frequency of safety system inspections?
• Where are AED devices located and who is trained to use them?
• What's the evacuation plan and alternate meeting locations?
• How are emergency communications handled?

Documentation to Request

• Recent fire marshal inspection reports
• Emergency response protocols
• Security staffing schedules during your event
• Contact information for key emergency personnel
• Proof of relevant insurance coverage

Sarah shared why this matters more than ever:

Aneta calls out the importance of involving key hotel leadership in these discussions. She recommends setting up calls with the general manager, director of sales, and security teams early in the process — especially once a hotel makes your shortlist. As she notes, these conversations help establish confidence in the hotel's preparedness while ensuring all stakeholders are aligned on safety protocols.

Pro Tip: Schedule a dedicated pre-con meeting specifically for security and emergency planning.

5. The Partnership Approach That Changes Everything

Sarah and Aneta transformed their business relationship into a true partnership that consistently delivers results for both sides. Here's their blueprint for success:

Ensuring Strategic Alignment

• Understand each other's business goals
• Seek collaboration and involvement on significant opportunities early
• Be upfront about budgets and deal breakers
• Approach problem-solving collaboratively
• Share commitment to each other’s long-term success

"There are really amazing NSOs and GSOs out there who will truly have a partnership with you." 🤝

Pro Tip: Start building these relationships before you need them. Both Sarah and Aneta emphasized that their most successful collaborations came from having an established foundation of trust before challenging situations arose.

The Real Value of Partnership

When both sides approach sourcing as a partnership opportunity, it creates value for everyone involved:

• Planners secure better rates and terms
• Hotels get higher-quality leads and more predictable business
• Clients receive better service and more creative solutions

Ready to implement these strategies? Here are three ways to get started:

1. Watch the Full Webinar: Get the complete playbook including detailed negotiation tactics and more advanced partnership strategies. Watch Now →
   
   
2. Try HopSkip Free: Put these tactics into practice with HopSkip’s built-in tools:
   • Create your own RFP question library
   • Track historical data automatically
   • Access detailed hotel information Start Your Free Trial →
     
     
3. Join Us Next Month: Don't miss our next webinar focused on winning strategies for association and nonprofit planners. Save Your Spot →

This blog post recaps highlights from our January 24, 2025 webinar featuring Sarah Meister (site & stay) and Aneta Paduch (Marriott International), moderated by Luke Whalin (HopSkip