Everyone says they want to “collaborate” but when it comes to actually working together, things can get messy.
Convention and Visitor Bureaus (CVBs) have a wealth of destination stats. Hotels hold room data and rate trends. Planners know what delegates actually want. Yet half the time, these groups operate in silos, sharing just enough to get the event over the line but not enough to make it brilliant.
No one wins when we work in isolation. And in a market where competition for events is fierce, collaboration is the difference between being shortlisted and being forgotten. So, how can CVBs build partnerships that actually work? Let’s start with why these relationships matter so much.
Why CVBs need stronger partnerships with hotels and venues
Hotels and venues are the heartbeat of any destination. Without them, events don’t happen.
CVBs depend on them for accurate availability, room block data, and rate trends. Hotels, in turn, depend on CVBs to attract the right kind of events that fill those rooms. But too often, the conversation stops after the RFP stage.
When communication dries up, hotels are left guessing about future demand, and you, the CVB or Destination Marketing Organization (DMO) struggle to paint a complete picture for planners. But when those two share data (even basic metrics like pace reports or event calendars) they can predict occupancy, plan pricing, and deliver bids that make everyone look good.
Why CVBs need stronger partnerships with event planners
Event planners are the bridge between the destination and the delegates. They know what attendees care about most and what turns them off.
Listening to planners early can shape your pitch around what truly matters: accessibility, affordability, and experience. This is how you build trust and sell your destination: offering planners clear data on capacity, seasonality, and upcoming city events.
Partnerships built on honesty and insight help everyone avoid surprises. Planners can commit with confidence, hotels can prepare properly, and you can deliver on their promises.
How data connects everyone
Data doesn’t have to be complicated. It is a window into what’s actually happening.
CVBs, hotels, and planners all have their own version of the truth: attendance numbers, booking trends, satisfaction scores, travel data. When these insights come together, patterns appear.
Data helps you understand which event types perform best in your city, forecast hotel demand more accurately, or identify which months are underused. And this means smarter, faster decisions that make your destination more appealing.
The CVB–planner partnership: 9 ways to make it stronger
Share real-time destination data
Planners can only make good decisions when they know what’s really happening in your city. Giving them access to up-to-date information about upcoming events, hotel occupancy, transport changes, or large conventions helps them plan smarter. It also positions your CVB as a reliable, plugged-in partner rather than a static source of brochures.
Simple tools like a business intelligence dashboard or monthly update email go a long way. When planners see what’s on the horizon, they can time their events better, negotiate with hotels more effectively, and avoid scheduling conflicts.
Want to better understand event planners? Check out our Essential Guide to Event Planners here.
Be upfront about capacity and costs
One of the quickest ways to build trust is to be completely transparent about what your destination can handle and what it can’t. If a city has limited large-scale venues or transport capacity during peak months, tell planners early. The same goes for pricing: no one enjoys surprises when the budget meeting rolls around.
Being open doesn’t scare planners off; it builds credibility. It shows you understand their constraints and care about their success, not just the sale. The smoother you make the planning stage, the more likely they’ll be to come back.
Offer tailored insights
Generic stats don’t move the needle. What planners want is data that speaks directly to their event. This includes audience size, sector, budget, and goals, for example. By analysing past events of a similar type, you can show what worked, what challenges popped up, and how the destination helped solve them.
For example, share how a recent tech conference boosted engagement through city-wide digital signage, or how a medical congress benefited from going carbon neutral. Tailored insights turn your destination from a backdrop into a strategic partner.
Create ready-to-use marketing kits
Planners often have to “sell” a destination internally to senior stakeholders, sponsors, or delegates. You can make that job far easier by providing a ready-made toolkit: high-quality imagery, fact sheets, local stats, and sample social posts or email copy.
Think of it as handing them a pitch deck with your city’s best angles already built in. It saves them time, ensures brand consistency, and keeps your destination front and centre. It’s a small gesture that makes your CVB look organised, modern, and collaborative.
Streamline communication
Few things frustrate planners more than endless email chains or unclear contacts. Give them one clear point of contact who can coordinate across your local partners (hotels, venues, transport providers, and attractions). Fast, clear communication beats formal processes every time.
Respond quickly, keep updates brief, and anticipate questions before they’re asked. The easier you make it to get answers, the more your CVB will be seen as a partner that “gets it.” Efficiency feels like respect, and respect builds loyalty.
Host familiarization trips
Nothing sells a destination like experiencing it in person. Hosting “fam trips” gives planners a chance to see venues, test logistics, and get a genuine feel for the city’s atmosphere. It’s also a chance for your team to build relationships face-to-face.
Keep the focus on authenticity. Show planners the delegate journey from airport to venue, introduce them to local suppliers, and highlight the little touches that make your city stand out. A memorable visit often turns into repeat business.
Collect and share feedback
Every event is a learning opportunity. Gathering post-event feedback from planners, attendees, and suppliers helps identify what went well and where things could improve. Sharing this feedback openly shows that you’re serious about long-term partnership, not just short-term wins.
Even small insights matter. Maybe delegates loved the local transport app but found signage confusing. When you share these takeaways with planners, you help them plan better next time and prove that your CVB listens, adapts, and evolves.
Use predictive data to guide timing
Timing can make or break an event. Predictive data — based on hotel booking trends, air traffic, or city-wide event calendars helps planners avoid clashes with major festivals or peak tourist weeks. It also reveals underused windows where venues and rooms are more affordable.
By turning data into practical advice (“late February has high availability and low rates”), you make planning smoother and more cost-effective. It’s a simple way to move from reactive to proactive support.
Build consistency
Reliability is the foundation of trust. When your CVB delivers on promises, whether it’s sending data on time, following up after a meeting, or looping planners into updates, it signals professionalism. Small things like regular check-ins or meeting recaps go a long way.
Planners remember consistency more than grand gestures. Over time, it turns your CVB from “a contact at the destination” into a true partner they can rely on for any event, any year.
The CVB–hotel partnership: 9 ways to make it stronger
Share demand forecasts
Hotels plan smarter when they know what’s coming. Sharing your destination’s event pipeline (even at a high level) helps hotels anticipate occupancy, set fair rates, and manage staffing more efficiently.
When CVBs and hotels see demand the same way, everyone benefits. Hotels can prepare for spikes instead of scrambling, and CVBs can confidently promise capacity to event planners. Fewer surprises mean smoother bids, happier guests, and stronger revenue all round.
Keep the data flowing
Information shouldn’t disappear once the bid is won. Keep communication active year-round with a shared event calendar or dashboard that tracks confirmed and potential business. It helps hotels stay ahead and adjust their strategies.
This kind of transparency also builds mutual respect. When hotels understand the city’s big picture like who’s coming, when, and why, they can make decisions that align with your destination goals. Everyone stays in sync, and no one gets blindsided by an unexpected sell-out or dry spell.
Co-create packages
Bundled offers make your destination more appealing to planners and attendees alike. Work with hotels to build packages that include room rates, local attractions, and exclusive experiences. These are things that make an event feel unique to your city.
It’s a win-win: hotels fill rooms, local businesses get exposure, and delegates enjoy a richer experience. Packages also give CVBs an easy story to sell.
Hold quarterly check-ins
Partnerships thrive on regular conversation. A quarterly check-in could be as simple as an honest discussion about upcoming demand, current challenges, and what’s working well.
These touchpoints keep both sides accountable and aligned. They help you catch potential issues early and share success stories before they fade from memory. A simple coffee chat can prevent months of miscommunication.
Celebrate shared wins
When an event goes off without a hitch, make noise about it together. Feature the hotel in your post-event content, social media, or destination newsletter. Recognition makes hotels feel valued and motivates everyone to keep up the momentum.
It’s also great marketing for your destination. Success stories show other planners that your city’s partnerships are strong and dependable. In the events world, word of mouth is gold, so share the spotlight generously.
Collaborate on bids
Joint bids are far more compelling than fragmented ones. When CVBs and hotels present a united front, the proposal feels cohesive and credible. Include hotels early in the conversation so they can contribute details about capacity, rates, and special touches that make their property stand out.
It also reassures planners that your city is organised and that the CVB and its partners speak the same language. A strong, consistent message builds confidence and helps your destination win more competitive bids.
Share attendee insights
Hotels love understanding what today’s attendees expect, from Wi-Fi strength to breakfast variety. Sharing anonymised attendee feedback or demographic trends helps them tailor their service and amenities accordingly.
For instance, if delegates are trending younger or staying longer for leisure, hotels can adapt by offering late check-outs or promoting local experiences. When hotels understand the audience, everyone delivers a better event experience and planners notice.
Be honest about performance
Not every event is perfect, and that’s okay. The key is to be open about what didn’t go to plan. Whether it’s slow response times, communication gaps, or logistical hiccups, transparency allows both sides to improve.
Avoiding awkward conversations only delays progress. A quick debrief framed as problem-solving keeps relationships strong and future partnerships smoother.
Think long-term
Great partnerships are built on shared goals and consistency. Focus on developing a rhythm with your hotel partners where communication, feedback, and planning happen naturally, not just when there’s a big event on the line.
When CVBs and hotels invest in each other’s long-term success, they become a unified team shaping the destination’s story together. That’s the kind of relationship that keeps business coming back year after year.
Turning insight into action
Strong relationships are built on feedback and data is just feedback at scale.
After each event, sit down with your hotel and planner partners. Review what worked: attendance, satisfaction, spend, flow of delegates. Then, ask what could be improved. Feed those insights directly into the next pitch or marketing plan.
Data doesn’t need to live in reports that no one reads. It should shape real decisions like when to run campaigns, what kinds of events to target, and how to sell your destination story more effectively.
Collaboration is the real competitive edge
At the end of the day, the most successful destinations aren’t the biggest or flashiest. The best destinations are the ones that communicate best.
CVBs that treat data as a shared asset, not a private secret, unlock a level of collaboration that competitors can’t touch. Hotels feel informed. Planners feel supported. Plus, attendees feel it too because smooth partnerships create better experiences. When everyone’s working from the same story, everyone wins.
Next up, find out everything you need to know about event planners in our free guide.
Mansi Soni
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