Kalibri Labs recently published an in-depth look at a critical component of the hotel business mix. It is the first of its kind and filled with insights and key metrics which reveal increased intermediation in the groups and meetings segment.
The complexity of the groups & meetings ecosystem is put on display in the report and details the process from the point at which the concept of the event is conceived through to its execution.
Cost of customer acquisition has risen dramatically over the last 5 years as the proportion of intermediated events has increased, equating to over $4B in costs and is expected to reach close to $8-10B by 2022. The total costs can reach upwards of 35% of room revenue per group when all costs are considered.
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