Planners trust what they can picture.
Planners are researching earlier and ruling out faster. Before they email a sales rep, they’ve already judged a property’s vibe, layout, and credibility based on digital content. Unfortunately, 72% of the planners we spoke with say brands are still marketing groups with vague copy and generic photos.
Planners want to visualize flow: Where will people gather? How does light hit the room? Is the space adaptable? Content that answers these questions with rich visuals, event case studies, and detailed specs builds trust and accelerates consideration.
And increasingly, planners look for emotional cues. Finding and booking a space is table stakes. Planners differentiate themselves with the moments they design. When they engage with content that helps them see how their ideas might come to life, they begin to trust the brand more.
Quote from the Tribe:
“If I can’t picture my event there, I’m not going to ask for a proposal.”
- U[Australia-based planner, 10 events per year]
Commercial Takeaway:
Audit your group content for immersive visuals, detailed specs, and real event stories that show planners exactly how your spaces come to life. Replace generic imagery with walk-throughs, photo galleries, and layout examples. Build a dedicated content track that highlights past events, adaptable setups, and use copy that references “the moments” taking place in the visuals.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each quarter, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Event Planner Tribe
This study draws on insights from a blended qualitative and quantitative session with 28 event planners from six countries who plan two or more events per year, requiring 50 or fewer peak nights.
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