In recent years, the exhibition industry has continued to be not only a powerful marketing engine but also a major force influencing the hospitality market in every host city. If you're a marketing, Marcom or operations manager attending a trade show, it's important to understand how this mechanism works, as it directly affects your budget, planning, and your team's overall experience.
Almostevery city that hosts an international exhibition (such as Paris, Düsseldorf,Cologne, Las Vegas, or Barcelona) experiences a spike in hotel prices duringthe event, sometimes by tens or even hundreds of percent above the usual rates.
A couple of years ago, right after booking a hotel in Bologna for a client’steam, I checked (out of curiosity) the price of the same hotel one month afterthe show. The rate was just 40% of what we had paid.
Thereasons are clear:
*Enormous short-term demand: thousands of attendees and exhibitors arrive inthe city on the same dates
*Hotels recognize a business opportunity and adjust prices accordingly
*Smaller vendors are forced to book rooms in distant neighborhoods, whichaffects logistics and timing
Asa default, the earlier the better
Most hotels open bookings up to a year in advance, and the lowest prices areusually available during the first booking wave
Roomsget canceled? Worth checking again
Two to three weeks before the event, many companies release unused rooms,
whichcan lead to better prices. But it’s a gamble, so it’s recommended to secure aroom in advance
(even at a higher price) and make sure there is a flexiblecancellation policy, so you can rebook if prices drop
Duringa major trade show, public transportation becomes extremely crowded.
A 15-minute commute on a regular day can turn into a 45-minute journey eachmorning.
Rule of thumb: every minute closer to the venue means less fatigue, lessstress, and more efficiency
Forexhibitors and managers, the hotel isn’t just a place to sleep. It’s also anoperational hub: a place for meetings, coordination among team members, andsometimes even informal networking.
Not long ago, I saw a hotel bar in Germany that became just as lively as thetrade show itself in the evenings
Business-oriented hotels offer high-speed stable internet, small meeting rooms,courier and printing services,
and just as importantly, a sense of belongingamong similar companies
1. Checkthe exhibition dates in advance and book rooms as early as possible
2. Choosehotels with flexible cancellation policies
3. Prioritizeproximity to the venue, even if it's more expensive – it's worth it
4. Planlogistics around the stay, not just around the booth
