On paper, the brief is straightforward.
Capacity. Dates. Budget. Brand alignment. Amenities.
But anyone who has worked closely with meeting planners knows that’s just the surface. The real decision-making happens in the margins – in the things that rarely make it into the RFP, but ultimately determine where the business goes.
Here’s what meeting planners are looking for, even if they don’t say it outright.
“Will this make me look good?”
This is the quiet, driving force behind almost every decision. Planners aren’t just booking a venue; they’re staking their reputation on an experience. They want confidence that when their client or leadership team walks in, everything feels intentional, elevated, and seamless. If something goes wrong, they own it. If it goes right, they want to shine.
Responsiveness over perfection
No one expects perfection. But they do expect speed, clarity, and solutions. A slightly imperfect answer today beats a perfect answer tomorrow. Properties and partners who understand this – who respond quickly, anticipate needs, and remove friction – consistently rise to the top.
Flexibility (even when it’s not in the contract)
Things change. Agendas shift. Attendance fluctuates. Priorities evolve. Planners gravitate toward partners who demonstrate a willingness to flex – not just in policy, but in attitude. It’s less about what’s written in the contract and more about how you show up when the unexpected happens.
A sense of partnership, not transaction
Planners can feel the difference immediately. Are you selling to them, or working with them? The best relationships are collaborative. Where ideas are shared, problems are solved together, and the planner feels supported, not managed.
Details that signal thoughtfulness
It’s often the small things that stand out: how a proposal is presented, how well the brand is understood, whether recommendations feel tailored or templated. These signals tell planners whether you’re paying attention, or just processing another inquiry.
Confidence without arrogance
Planners want guidance. They’re looking for experts who can say, “Here’s what works best, and here’s why.” But there’s a fine line. Confidence builds trust; arrogance erodes it. The best partners bring informed opinions without making the planner feel dismissed.
No surprises
This might be the biggest one. Hidden fees, last-minute changes, operational hiccups – these are the things that keep planners up at night. Transparency isn’t just appreciated; it’s expected. Trust is built when there are no unpleasant surprises waiting around the corner.
At the end of the day, meeting planners aren’t just choosing a destination or a venue.
They’re choosing people.
People who make their lives easier.
People who elevate their work.
People who make them feel confident saying, “This is the right choice.”
And for brands that understand that – really understand it – that’s where the real opportunity lives.
Joe Bouch
CEO, 78Madison
78Madison is a full-service marketing communications firm (advertising agency) located in Orlando (Winter Springs) Florida. Interested in a conversation? Contact CEO Joe Bouch at jbouch@78Madison.com