EDWARDIAN HOTELS

BACKGROUND

Expectations are high when your hotels are among the most luxurious in one of the world’s most competitive markets. The pressure to maintain MICE business flow is just as intense. For Edwardian Hotels, standout venues and world-class service leave a lasting impression, but they still need visibility to attract planners and secure bookings on a larger scale.

With three exceptional properties—The Londoner, The May Fair Hotel, and The Edwardian Manchester—Edwardian Hotels boasts over 1,000 guest rooms and 4,680 square metres of event space across its portfolio. Known for pushing the boundaries of hospitality (The Londoner is billed as the world’s first super-boutique hotel), the brand has built a reputation for innovation, elegance, and unforgettable experiences. However, to consistently fill their ballrooms, boardrooms, and breakout spaces, the team needed to be discoverable, accessible, and easy to book.

That’s why they turned to Cvent. With growing competition for MICE business, the Edwardian team saw a chance to enhance their digital presence, make the sourcing process easier for planners, and ultimately attract more high-value events. Here’s how they integrated it all with Cvent’s technology.

CHALLENGE

Finding accurate information about planners booking the competition and prioritising new leads across three properties

Edwardian Hotels had the size and quality to compete for major MICE business. However, identifying ideal planners, especially those booking with competitors, became difficult without clear insight into planner behavior. Without understanding planner sourcing activity, the team had few chances to intervene early in the buying process or influence decision-makers.

Even when leads did come in, standing out was another story. “Reaching a planner via a call or emails can be challenging,” says Anjie Keegel, Head of Sales at Edwardian Hotels. “Building a strong relationship is paramount. And it gets harder these days with time being of the essence.”

SOLUTION

Targeted outreach, personalised proposals, and better coordination with Cvent technology and support

Edwardian Hotels turned to Cvent’s suite of tools to connect more meaningfully with planners, streamline sales responses, and work more cohesively across properties. One of the biggest game-changers was Planner Navigator, which gave the team a clearer view into who was booking the competition and how to reach them.

Step 1: Illuminate the right planners with Planner Navigator

With Planner Navigator, the team gained visibility into who was sourcing and booking the competition, then built targeted outreach lists by filters like event type, point of sale, event value, and stay pattern. This made prospecting intentional rather than opportunistic—and gave sales a shared “wish list” to pursue.

Step 2: Learn from lost business with Missed Opportunities

Using Missed Opportunities and lost business reporting, Edwardian Hotels analysed which RFPs weren’t awarded and why—informing tighter targeting, sharper messaging, and smarter win‑backs.

Step 3: Personalise at scale with Smart Custom Proposals

With Smart Custom Proposals, teams tailored RFP responses to each brief, reinforcing value and speed while preserving brand consistency across properties. The outcome: faster first impressions that feel bespoke, not templated.

Step 4: Deliver a seamless attendee experience with Passkey

Cvent Passkey extended the premium experience beyond contracting into room block and reservation workflows—making it easier for planners and attendees while strengthening trust after signature.

Step 5: Visualise luxury events with special touches with Event Diagramming

The team supported sourcing and sales with Cvent Event Diagramming to visualise event setups—and leveraged CSN Advertising to expand discoverability with planners on the Cvent Supplier Network, feeding a healthier top‑of‑funnel.

RESULTS

More RFPs, stronger planner relationships, and smarter follow-up

With Cvent’s tools implemented, Edwardian Hotels has seen clear improvements in its MICE sales strategy, starting with a noticeable rise in opportunities. 

“Our response has been anything from 99% to 100%,” she explains. She demonstrates how tools like Smart Custom Proposals and the brand’s internal coordination process have helped Keegel and her team stay consistently responsive and competitive. Speed and thoroughness have become key differentiators for the brand. “For us, it’s hugely important within 24 to 48 hours to follow up on that RFP, ensuring that they have everything they require.”

Equally important, Keegel and her team now work more strategically with planners, using data to decide who to contact and how. “Looking at Planner Navigator helps us again navigate to identify and grow upon our wish list.”

BEST PRACTICES

Lead with data and personalisation

Building a proactive, data‑led motion—paired with a premium, personalised response—helps hotel portfolios meet planners earlier, prioritise the right demand, and carry a consistent experience from RFP to room block.

• Target the right planners early with Planner Navigator: Build segmented outreach lists using filters like event type, point of sale, and value to focus prospecting where win probability is highest.
• Turn lost business into strategy with Missed Opportunities: Analyse non‑awarded RFPs and lost business reports to refine messaging, sharpen qualification, and inform win‑back plays.
• Personalise at speed with Smart Custom Proposals: Standardise a 24–48 hour follow‑up window and send tailored, branded proposals that demonstrate understanding of the brief—at scale.
• Extend the premium experience with Cvent Passkey: Carry trust beyond signature by simplifying room block and reservation workflows for planners and attendees.