MODIV Peak is here

The Planner Type and Tenure show the self-categorized planner type and tenure cohorts most seeking meeting and event space in your market. The segments listed here should be dominant and leveraged when targeting specific meeting planner profiles with marketing.

We see that various event types have different planner personas. In many cases, non-professional planners are the dominant profile for specific types of events. Sales processes should be adjusted accordingly to account for experience differences, need for turn-key services, etc.

Deploying the right salesperson against a specific planner persona can help with both conversion and customer satisfaction.

The Leading Planner Profiles represent the behavioral and attitudinal "head-space" of the planners most likely to be planning a meeting or event in your market.

MODIV Peak tests more than 35 planner patternspreferences, perceptions, and behaviors with each respondent. For the most part, you can assume these travelers would maintain this profile regardless of destination or occasion.

MODIV Peak tests more than 65 travel patterns, preferences, perceptions, and behaviors with each respondent. For the most part, you can assume these travelers would maintain this profile regardless of destination or occasion.

What motivates a planner, what gets them excited? What do they want their attendees to walk away with? These answers span different planner personas, so pick a leading profile that aligns with a value prop you can meet.

1. Better marketing messaging
2. Development of talk tracks for sales interaction
3. Areas to focus on in the RFP response when differentiating yourself

In Meeting Type and Level of Service, we plot each planner type against the size of the event they're planning (based on estimated nights on peak) and against the level of service they are budgeting for and planning on. Looking at the demand for event space through these lenses allows you to quickly assess the texture of the opportunity that is coming to your market in the next six to twelve months.

Use this view to better understand the hotel brands you'll likely be competing for (based on the level of service demand) and to understand what meeting size to engage and which planner types about. Both insights can give you guidance on how to position your venues and what to focus on.

Find the most common reasons corporate planners seek venues in your market in the Top Corporate Meetings section.

MODIV Peak takes into consideration both occasion and specific hotel criteria that are unique to the event being planned. It tests over 25 corporate meeting occasions and over 225 hotel attributes to arrive at these meeting types.

Knowing the specific reasons and goals behind a large segment of meetings coming to your market enables you to build specific packages to meet planner needs.

Details related to media, menus, activities, wellness, etc., can be combined to create a unique offering that stands out, yet is easy for your sales team to pitch and your services team to deliver over and over, creating strong customer success stories and word of mouth earned media.

Planners preparing for an event in your market will likely base their final venue decision on the five groups and meeting-centric hotel offerings, amenities, or attributes included in the Top Features to Focus on section.

The red line in this visual represents the statistical threshold, based on MODIV Peak's models, for when a hotel attribute is too weak (below the red line) to be considered part of the final decision process.

Everyone knows price, availability and location are key factors, but what other features can be focused on to differentiate from the fierce competitor nearby?

Knowing these leading attributes allows creative teams to identify the priority areas to highlight as campaigns are created

Use these to build your sales team capabilities and focus your offerings.

To get data on the Top Creative Directions for Engagement, MODIV Peak tests over 105 advertising themes, aesthetics, and visuals to determine how engaging they are to meetings and events planners looking for venues in your market. It also tests 225 hotel attributes for relevance to the planners' upcoming events. Finally, a model merges the results of both tests and renders creative themes and messaging platforms likely to resonate with the planners who are planning events in your market.

Each "campaign" concept is weighted for how many planners it will likely engage with. The concepts are intended to be used as starting places for creative and content teams as the plan for planner-focused marketing campaigns.

Marketing teams can leverage these insights to tailor messaging, offers, imagery, etc., in their B2B marketing campaigns, owned media, website, etc.

Marketing Channel Effectiveness is a visual representation of how potential marketing channels align with the different planner types that are looking for meeting and event space in your market.

We score each combination of planner type and channel on a scale of 0 to 100. This score reflects channel affectivess and is based on how engaged the planner type would be with content in that channel, how much they will trust it, and how likely they are to act on the content they see.

Tip: The larger and brighter the bubble, the more effective the channel. Use this view to determine where to invest media and resources to reach planners. Rows or columns with multiple bright blue circles in them are audiences or channels from which you can expect heightened content engagement.