It’s a tale as old as time…unsolicited companies posing as your event’s housing bureau and actively pursuing your attendees and exhibitors to unknowingly book outside the official hotel block. At onPeak, we know first-hand how frustrating it can be.
While it might seem obvious to you and me, these poachers have perfected sophisticated techniques to deceive event participants. Many find these offers tempting and promptly hand over their credit cards, believing they have scored the best deal . Unfortunately, this often turns out to be the beginning of a long nightmare, ultimately resulting in hidden fees and sometimes, no hotel reservation at all.
Technically, it’s not illegal to operate a third-party housing company and solicit registrants to purchase discounted rooms for an upcoming conference or tradeshow, but sources argue that it is unethical to falsely claim to be an event’s official housing bureau.
If you’ve found yourself with a poacher problem, you’re in luck because onPeak is here to help! Here are five easy ways that you can actively combat room poachers.
1. The Power of Visibility Can Never be Underestimated
The primary resource for credible information about a show is the event website! Include information about the official hotel provider, the benefits of booking within the sponsored hotel block and warn event participants about the possibility of poacher situations. Reinforce this message by including prominent links to hotel information in every event communication so that the attendees & exhibitors can booking directly through official channels.
2. Education is the Most Powerful Weapon
First-time attendees and exhibitors present a great opportunity for education. Increase your reach and leave a lasting impression by clearly identifying the official housing bureau in educational materials such as welcome packets, freshman webinars or even by word of mouth from your group sales manager. The more people understand the value, not only to themselves, but to the event as well, the more likely they will be to want to book in the block.
3. Don’t Be Afraid to Get Personal
If you become aware of a potential poacher, do not hesitate to make it clear that they are not affiliated with the event. List the names of suspected offenders on your website and issue email alerts of known solicitors, warning members of the financials risks they could face by booking rooms through any party other than the official housing bureau.
4. Sharing Isn’t Always Caring
Protect your data! Room poachers scour association websites and collect information about who is attending the event. The more information you make easily accessible online – exhibitor names, speaker bios, sponsors, and entertainment venues – the easier a room poacher’s task. Consider making registration required in order to view full details or password protect pages that may include important information.
5. Final Notice
Cease and desist letters are the first step in the legal process against unauthorized housing bureaus, claiming the poacher is intentionally interfering with contractual relations between you and the hotels in your block. It sends a warning to room poachers that the organization is aware of their activities and establishes that serious consequences will follow. If the poacher is infringing on intellectual property, such as using your logos, there is a clear case for legal action!
