Could meetings & events be your hotel’s biggest untapped revenue opportunity?

Are outdated systems, siloed teams, and legacy ways of measuring performance still holding hotels back? Are you really capturing the full value of your event space — or simply selling what’s easy to sell? And what would change if meetings and events were given the same strategic focus, rigour and attention as bedrooms?

In this episode of Revenue Rocks, Adrienne Hanna is joined by someone at the forefront of revenue management innovation, Heather Hart and HOSPA M&E Course Writer and Tutor, Alex Drinkwater to explore how the industry is rethinking M&E revenue. From the early challenges of visibility, distribution, and inconsistent measurement, through to the introduction of standardised metrics, benchmarking, and education for future leaders - this conversation charts the journey from overlooked function space to a more structured and strategic commercial opportunity.

Along the way, they challenge long-held assumptions, unpack what’s still holding progress back, and share practical perspectives on what hotels should start doing differently today.

This is a conversation about mindset, measurement, and momentum - and where the real opportunities now lie for hotels ready to think differently about revenue beyond the bedroom.

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