THE CONVENTION BOOKINGS MODEL

The convention bookings model, developed by the Hospitality Research Center in 1996 at the University of New Orleans, is intended to enhance convention bookings activity by focusing convention sales efforts. The model helps do this in a number of ways:

By analyzing the historic characteristics of a convention and visitors bureau's business, the bookings model is developed to determine whether the currently scheduled bookings will yield the target room night goals set forth by the CVB.

Through monthly progress reports, the bookings model alerts bureaus where their room night bookings are ahead or behind “pace” for each month in the future (up to ten years).

In addition to providing information regarding the flow of room nights booked, this model also includes a market segment analysis to provide comparative data for different types of groups.

The monthly report is used by the CVB to help direct advertising efforts and target direct mail to those market segments where the model indicates there is a weakness in demand and higher probability of success in sales.

There are four important steps in the convention bookings model.

Photos: Louisiana Office of Tourism Imagebase, New Orleans Metropolitan Convention and Visitors Bureau, & UNO Marketing and Communications

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College of Business | UNO

For additional information, please contact Dr. John Williams at jawill14@uno.edu