VDMs: The Frontline Force for Driving Group Business in Hospitality

As hotels strive to grow group business in an increasingly competitive landscape, the role of Venue (VDMs) has never been more crucial. These field-facing professionals are not just sales reps—they’re strategic ambassadors tasked with building vital bridges between hotels and the country’s most influential incentive houses and meeting planning firms.

Hospitality event focused on MICE

Why VDMs Are the Secret Weapon for Group Sales

Gone are the days of relying solely on inbound RFPs. Today’s most successful hotels are empowering VDMs to take a proactive, boots-on-the-ground approach. That means getting in front of planners—especially those working for elite incentive houses—and showing up with value, vision, and versatility.

Here’s what makes the role of the VDM so pivotal:

• Face-to-Face Relationships Matter: In a world dominated by email and platforms, nothing replaces the power of a live visit. VDMs who regularly visit top incentive houses cultivate personal trust that translates to program wins.

• Control the Narrative: When VDMs present their hotel’s story in person, they can emphasize key selling points tailored to the planner’s goals—something a PDF or platform listing can’t do.

• Spot Emerging Opportunities: These visits allow VDMs to uncover leads that aren’t even on the radar yet—upcoming client wins, new travel trends, or unmet planner needs.

Target: The Top Incentive Houses in the U.S.

If you’re in hotel group sales or managing a VDM strategy, these are the must-visit offices for relationship-building. They drive high-value incentive travel and corporate events across the country:

1. BI WORLDWIDE – Minneapolis, MN

2. Maritz Global Events – Fenton, MO

3. ITA Group – West Des Moines, IA

4. Creative Group – Schaumburg, IL

5. One10 – Minneapolis, MN

6. BCD Meetings & Events – Chicago, IL

7. Aimia (Kognitiv) – U.S. operations

8. Inspira Marketing Group – Norwalk, CT

Each of these firms represents millions of dollars in program spend across domestic and international markets, and the competition to win their attention is fierce.

What Hoteliers Should Equip VDMs With for Planner Visits

To stand out during an agency visit or in-market tour, VDMs must be armed with more than brochures. Here’s what they should bring—and say:

1. Compelling, Customizable Pitch Collateral

• Highlight incentive-ready experiences (think: rooftop receptions, mixology classes, exclusive local adventures).

• Provide plug-and-play itineraries planners can adapt to their clients.

• Emphasize differentiators: location, sustainability, wellness features, DEI credentials.

2. Contract & Incentive Flexibility

• Offer exclusive value-adds for agency referrals.

• Showcase easy contracting policies—flexible attrition, rebooking options, and clear timelines.

3. Partnership, Not Just Product

• Reinforce your hotel’s support structure—dedicated planner concierge, on-site production capability, or event design assistance.

• Include testimonials or case studies from other successful incentive programs.

4. Intel & Insight

• Share current demand trends, average group sizes, and available dates.

• Offer destination market data (like lift patterns or local regulations) that make the planner’s job easier.

Recommendations for Hoteliers: Make It Stick

Beyond what VDMs bring to the table, hotel leadership must ensure the strategy is supported back home:

• Invest in Planner Relationship Management: Create a CRM tagging strategy for top incentive house contacts and track all VDM touchpoints.

• Send the Right VDMs: Choose professionals with the emotional intelligence and business savvy to navigate complex buying centers.

• Follow Up with Purpose: After visits, ensure BDMs follow up with custom proposals that reflect the insights gathered.

  
  

Final Word: Be Present or Be Forgotten

In the world of high-stakes incentive travel and group meetings, being top-of-mind means being physically present. Hotels that activate skilled VDMs to visit top incentive firms—not just once, but repeatedly—see stronger lead flow, better alignment with planner expectations, and ultimately, more booked business.

It’s not about being on the list. It’s about being in the room.