"Many customers trust us because they know we have the latest technology"

1. Can you tell us a little about your professional career? How did you end up working in this area?

When I finished my Diploma in Tourism and Langues Étrangères Appliquées, I decided to enter the hotel sector. I was curious about it because it is a very dynamic activity, which is constantly changing. Fortunately, in Spain we enjoy a good hotel infrastructure with very high-quality standards compared to other countries. I started in a 5-star independent hotel in the historic center of Seville. This experience allowed me to learn first-hand how a hotel works. In 2011, I joined NH Hotel Group as an intern in the Leisure department for the Spanish Business Unit. For 6 years, I worked as a specialist in the leisure segment, and for approximately 2 years, I have had the opportunity to lead the department of GSO Multidestination + LGR in Spain and Portugal. Our job consists of managing any request from groups for the pharmaceutical, sports, training or entertainment sector

2. What does your day to day entail? What is the most complex part of your job?

Our day to day in the department could be summarized in one word, adventure. When managing all the segments with which the company works, we find a wide range of clients who have very special and diverse needs. Perhaps this is the most complex part of the job, knowing how to detect the specific needs of each client and give a personalized treatment. Fortunately, our department is made up of great specialists who know how to detect opportunities.

3. What singularities are can be found in the organization of a roadshow? What do event planners look for when organizing these events?

There are lots of singularities when organizing roadshows, depending mainly on the type of client. For example, we can be working for telephone companies that request meeting packages throughout the country to train their employees. In these cases, the meeting model is usually very similar, and require with the same assemblies, audiovisuals and F&B services. We could also be working for cosmetic or fashion companies that look for rooms where they can organize their showrooms and display their new collections. In these cases, the assembly is totally different. We use more open, warm spaces where natural light is appreciated. However, what event planners value the most is receiving personalized attention, having one single point of contact for all the hotels, and the certainty of knowing that our extensive experience is a safe bet.

4. How do you answer to the requirements of roadshow planners?

In the first place, we always try to contact these professionals by phone, so they can meet the person who will be in charge of managing their events. We use this call to go one step further and find out their specific needs and the factors that will lead them to choosing us. We usually like to follow up during the different phases, in order to establish a closer relationship with the client and detect what we can improve and what are the strengths of our proposal.

5. To what extent is technology key to the success of this type of event?

Using the latest technology is always a strong point when organizing a more personalized event. It will also help us become leaders and pioneers within our competitors, who also organize roadshows. Many clients trust us because they know we have the latest technology. This has helped us differentiate ourselves from the rest. This, added to our experience in event management, is probably the key to our success. In recent years, we have found that our customers value ​​the time they spend in event management. They want to do things quickly, and NH Hotel Group turned this need into an opportunity by creating different tools that easy their everyday tasks, such as Fast Pass.

6. What does ‘being disruptive’ mean in the road show meetings and events sector?

For me, being disruptive means creating the ‘WOW effect’ and ensuring that the client does not forget the experience that he or she will live with us. It is an excellent way to promote word of mouth and expand our audience. In other words, it is to use all our experience and charm to engage our clients and make them want to count on us in future events.

7. Do you remember what was the most singular or extravagant request a client has ever made?

These requests often happen when organizing a high-impact event in a city, such as a Champions League final or the Pope’s visit. Generally, the attendees of these events are very powerful companies that require a hotel’s complete and exclusive capacity, with very specific conditions.

8. What trends do you think will be key to organizing events in 2019?

The main trends in event organization during 2019 are going to be related with the purpose of making a difference, always linked to a unique product (in this case, a particular venue), accompanied by a quality F&B service, sustainability and all the technological demands that the client may have.

9. What is the secret for event planners and organizers to choose NH Hotel Group as a trusted partner?

There’s no secret at all. All we do is making sure we never stop building our brand. We are part of an international, consolidated company with a good position in the hotel sector. Our products are continuously reinventing themselves in order to be unique and, with the experience we have, we can adapt to any type of client by providing a personalized service.