Navigating leadership integration and change management.

Our assignment involved merging the client's Global Sales Organizations and formulating strategic vertical approaches to enhance business across their expansive hotel estate. We focused on defining and optimizing strategies for their key vertical markets: Sports, Entertainment, and Government Groups.

In the Sports sector, our strategy included cultivating relationships with major third-party accounts and sports associations and leveraging GSO resources crucial for targeted success. We also implemented marketing activations, identifying key partners, and understanding what's important for each sports sub-segment.

For Government Groups, the approach centered on increasing participation in key travel management programs and ensuring compliance with government travel, tapping into a segment with nearly $2 billion annually in lodging spend.

The Entertainment strategy focused on building relationships and understanding the unique needs of key-decision makers in this market, adjusting, and simplifying proposals and contracts, and maximizing visibility at key entertainment industry tradeshows.

The strategies deployed have significantly strengthened the client's market stance. In the sports sector, with a total U.S. market expenditure of $5.2 billion, the client has secured an estimated 'fair share' of $88 million in sports group lodging. This figure represents 9.9% of their total group business, with 21% directly attributable to Global Sales Organization initiatives. In the government sector, with $1.9 billion spent nationally, our strategies positioned the client to capture about $32 million, boosting their market share substantially. The entertainment segment also demonstrated potential for significant growth, with strategies set to elevate their stake in a $350 million market to approximately $5.8 million.