Event planners are always on the lookout for venues that make their lives easier. They need partners, not just spaces. And if you can position your hotel, CVB, or venue as their go-to choice, you’ll secure more group business, bigger bookings, and stronger relationships.
But here’s the catch—event planners have high expectations. They juggle logistics, budgets, and client demands, and they don’t have time for friction. If your venue isn’t checking all the right boxes, they’ll move on fast.
So how do you stand out? Here’s what planners want, their biggest challenges, and how you can become their first choice.
What event planners want (and why it matters)
Planners have a long checklist when selecting a venue. Sure, location and capacity matter but it’s also about the total experience. They want spaces that are easy to book, highly flexible, and packed with modern amenities. Meet these expectations, and you’ll stay ahead of the competition.
Event planners’ top priorities include:
Seamless booking: A quick, hassle-free process whether they’re booking simple meetings or large, complicated events. The 2025 Planner Sourcing Report revealed that a poor booking or contracting experience would prevent 23% of North American planners from returning to an existing hotel and venue.
Tech-forward spaces: Strong Wi-Fi, hybrid event capabilities, and digital check-in.
Reliable service: One point of contact for easy communication.
Flexibility: Customizable packages, room setups tailored to their specifications, and F&B options. Nearly a quarter (23%) of planners say hotels and venues could improve on providing flexible terms when responding to RFPs.
Understanding event planner challenges
Planners wear many hats and face constant pressure. If you can solve their biggest headaches, you’ll earn their loyalty and become an invaluable partner.
Here are a few pain points event planners face:
Matching their needs with your venue or hotel: Almost a quarter (25%) of event planners say their biggest challenge is understanding how your event space will suit their needs.
Short lead times: Many events come together fast, and planners need venues that can keep up.
Budget constraints: The top two concerns for meetings and events in 2025 are costs (30%) and staying within budget (31%). They need flexible pricing without hidden fees.
Vendor coordination: Planners juggle multiple vendors, so seamless communication is key. Almost a quarter (23%) of event planners told us the most challenging stage of the sourcing process is choosing vendors and services.
Event success metrics: They’re accountable for ROI, attendee experience, and engagement. Total cost (34%), attendance (31%), event ROI (28%), and attendee engagement (28%) are the most important key performance indicators (KPIs) planners track.
Who you need to be speaking to
Not all event planners are the same. You need to tailor your sales and marketing to the right people. Speak their language, and you’ll close more deals.
Key decision-makers include:
Enterprise planners: They handle larger budgets and may work within a team. These planners organize marquee events, internal gatherings, product demonstrations, regional meetings, leadership retreats, and more.
Full-time corporate planners: These planners work in-house and organize various events, including executive retreats, user conferences, and customer training sessions.
Occasional/part-time corporate planners: With job titles that range from executive assistant to marketing manager, these planners organize events on an ad-hoc basis.
SMERF planners: This is a large category that spans several disciplines, SMERF planners work in the Social, Military, Education, Religious, and Fraternal spaces. They handle reunions, weddings, veteran gatherings, and national church meetings.
Association planners: These planners work for trade, professional, nonprofit, and other associations in various industries and focus areas.
Government planners: At the local, state, or federal level, government planners help organize official meetings and events. Their gatherings are often very high-profile and public, making it even more important to be transparent and follow all regulations.
Event agency planners: They work either for third-party agencies or as independent consultants. They have plenty of experience and plan just about every type of event.
For more information on planner types, download The Essential Guide to Event Planners.
5 ways to become event planners’ go-to hotel or venue
1. Make the booking and RFP process frictionless
Planners don’t have time for endless back-and-forth emails. They want quick answers and seamless booking. If your response time is slow or your process is clunky, they’ll look elsewhere. The smoother your process, the more likely they’ll choose you again and again.
What to do:
Offer instant online availability checks and pricing on platforms like the Cvent Supplier Network.
Streamline contracts with e-signatures and digital proposals.
Have a dedicated group sales team that responds fast—ideally within 24 hours. Most planners (80%) want responses to their RFPs in four days or less.
Offer instant booking for smaller meetings.
2. Offer customizable packages
One-size-fits-all doesn’t work for events. Planners need flexibility, whether it’s adjusting F&B minimums, customizing room blocks, or tweaking meeting space layouts. If you’re rigid, they’ll find a venue that isn’t.
What to do:
Create tiered event packages with mix-and-match options. Not every event has the same needs or budget, so offering structured packages with flexible add-ons can be a game-changer:
Basic packages with essential meeting room space, standard AV, and coffee service.
Mid-tier packages that include upgraded AV, breakout rooms, and enhanced catering.
Premium packages with custom branding opportunities, VIP amenities, and exclusive access to unique venue spaces.
Be flexible with minimums—especially for repeat clients. For example, lower minimums for off-peak dates or midweek bookings. Or, let planners reallocate unused F&B spend to other services, like AV upgrades or guest room enhancements.
Have a "solutions-first" mindset when planners ask for modifications. If a planner wants an outdoor reception, for example, but is worried about the weather, offer a flexible backup space at no extra charge.
3. Be tech-savvy with event diagramming & room blocking tools
Event planners visualize everything before booking. They need to plan layouts, seating charts, and room blocks with precision. The right tools don’t just make their jobs easier—they make your venue stand out as a modern, planner-friendly option.
What to do:
Offer event diagramming tools so planners can map out their setup. Use event diagramming software like Cvent Event Diagramming to:
Drag and drop tables, stages, podiums, and chairs to design their ideal event flow.
Ensure compliance with acts like ADA by mapping out accessible seating and pathways.
Share digital layouts with their clients for approval, speeding up the decision-making process.
Work collaboratively in real-time with clients and colleagues.
Provide real-time room block management with a tool like Cvent Passkey to simplify reservations. Easily oversee room availability and pickup rates without constant back-and-forth emails with clients.
4. Be Accessible on the Cvent Supplier Network
Planners often source venues through online platforms. If you’re not easily found, you’re missing out on bookings.
Many don’t have time to browse multiple websites, send endless emails, or play phone tag just to get basic details about a venue. Instead, they turn to platforms like the Cvent Supplier Network (CSN) to find, compare, and book venues quickly.
What to do:
Ensure your hotel or venue is listed on the CSN. Thousands of event planners use this platform to search for venues that meet their specific needs. If your property isn’t listed, you’re invisible to a huge chunk of your target audience.
A neglected profile can cost you bookings. Planners need current, accurate information to make quick decisions. Keep your profile updated with fresh photos, pricing, and availability.
Respond quickly to RFPs—speed matters in the decision-making process. Planners often send multiple RFPs at once. The venues that respond first—and with clear, complete information—have a much higher chance of winning the business.
5. Provide a Single, Reliable Point of Contact
Nothing frustrates event planners more than getting bounced between departments. The last thing they need is to chase down different departments for answers—or worse, repeat the same information to multiple people. If they have to navigate a maze of sales reps, banquet managers, AV teams, and front desk staff just to get a simple answer, they’ll think twice before booking with you again.
They want one person who knows their event inside and out. Assign one dedicated event manager for each planner to eliminate confusion, streamline communication, and create a stress-free experience that builds trust and long-term loyalty.
What to do:
The event manager should act as the planner’s single point of contact from start to finish. This means they:
Understand the planner’s vision, budget, and preferences from the first conversation.
Coordinate with internal teams (catering, AV, operations, front desk) so the planner doesn’t have to.
Act as an advocate for the planner, ensuring their needs are met and expectations exceeded.
Ensure this person stays accessible from planning through execution. Your goal is to make planners feel supported and listened to. Provide direct contact info (cell number, email) so planners can reach their event manager easily. Schedule regular check-ins leading up to the event to address any concerns. And have a clear backup plan—if the main contact is unavailable, ensure another team member is fully briefed and ready to assist.
Train staff so there’s no confusion about who handles what. Even with a dedicated event manager, planners will inevitably interact with multiple team members from banquet staff to front desk personnel. A well-trained team ensures consistent service and prevents miscommunication.
Make your venue the first choice for event planners
Winning over event planners is about making their jobs easier, reducing friction, and delivering an exceptional experience from start to finish. Whether it’s offering flexible packages, embracing event technology, or streamlining communication, the venues that prioritize planners’ needs will always come out on top.
Download our latest eBook The Essential Guide to Event Planners to learn more.
Mansi Soni
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