Capitalizing on Corporate Events
Grand America Hotels target a business-oriented audience.
Introduction
Grand America Hotels is a celebrated collection of luxury hotels and resorts across the Western United States. Each property is committed to connecting extraordinary people with extraordinary places—none more so than the family-run company’s flagship location in Salt Lake City. We partnered with Grand America Hotels to help unlock an audience of conventions, conferences, and other large meetings in Utah and beyond.
Approach
Every year, hotels across the country host hundreds of thousands of corporate events. However, without any insight into the behaviors of a business-oriented audience, the team at Grand America Hotels was unable to effectively reach this opportunity. We began by interviewing ten executive leaders across a range of industries, locations, and backgrounds to gain a better understanding of their approach to event planning.
Impact
Our research provided Grand America Hotels with the media and messaging most attractive to a business-oriented audience. Together, we created an actionable outline to help their team transform its flagship location in Salt Lake City into an ideal environment for corporate events of every shape and size.