Group Business Turning Hotel Heads During 'Uncertain Times'

June 2, 2025

Flexibility on all sides could help meetings find a place in the bleisure sun

After years of sourcing in a supplier market as “revenge tourists” filled hotel rooms and restaurants almost year-round, a more cautious consumer market is making the certainty of mid-week group business look more attractive.

Omni Hotels & Resorts Chief Sales Officer, Dan Surette, confirmed that while meetings and events have always been a priority, the resiliency of meetings has been welcome—even if it takes longer for the ink to dry than in the past. “We’re a group-centric company. That’s the solid footing that we have, and then we go from there,” he said.

Listen in as we discuss the trends he is seeing from Omni San Francisco Hotel and Omni Corpus Christi Hotel Bayfront Tower in Texas to the renovated The Omni Homestead Resort & Spa in Hot Springs, Virginia.

SM: What trends are you seeing in group business?

DS: It has been a roller coaster. Booking trends throughout the year have been unpredictable. November 2023 was slower, likely due to election-year uncertainty. But December 2023 defied expectations, becoming the largest booking month in Omni’s history. The new year began on a strong note, with January and March performing well, while February and April experienced dips.

May started slowly, but by month’s end, Omni saw a significant rebound, driven largely by a surge in small meeting requests. Many of these came from less traditional sources. Our online RFPs are up 90%, and most of those meetings are small, often submitted via OmniHotels.com.

The biggest spike in volume is from meetings of 25 people or fewer. Corporate small meetings are up 6% in May, while larger groups in the 100-200 range have seen a slight dip. Government-related bookings are also down about 30%.

SM: Are decisionmakers still taking longer to sign?

DS: There’s a lot of activity and conversations—it’s just been slow to convert. RFP volume is strong, but contract hesitation is widespread. Planners are struggling to secure attendance commitments and budget approvals, leading to a longer sales cycle and increased cancellations.

Attrition is not a case of force majeure, but rather to changes in optics, shifting budgets and international organizations deciding to keep meetings closer to home.

SM: What is it that planners need to feel confident in moving forward?

We are helping planners make the case internally—providing tools and talking points to secure executive buy-in and attendance.

More flexible terms, master account rebates, attrition concessions, complimentary amenities and discounts on audiovisual and food and beverage are all on the table. For planners booking multiple events, the brand’s Select Planner offers provide even more value.

SM: Are you seeing any room for negotiation in the areas of AV costs and Wi-Fi pricing?

DS: Omni is actively working to reduce that friction through partnerships with providers like Pinnacle Live. New small meeting AV packages are being rolled out, offering affordability and ease. Most notably, Wi-Fi costs for small groups have been slashed to $5–$10 per attendee.

That’s a game changer. It allows planners to stop worrying about nickel-and-diming and focus on content and experience.

SM: How are you supporting new and occasional planners?

DS: With many new planners entering the role without formal event planning experience, Omni is adjusting its approach. Rather than focusing just on dates, rates and space, the sales team is taking time to educate and support.

We shouldn’t just be transactional. Let’s deputize these folks as planners, walk through the contract, and make sure they understand the process. That helps everyone.

SM: What final advice do you have for planners navigating tight timelines, tight budgets and tight approval processes?

DS: Be flexible. That will save them and help them negotiate better. Being open to date shifts or different room types can unlock better deals, more value-adds and access to limited availability.