Case Study: Salamander Collection achieves 36% increase in RFPs and streamlined group business with Cvent

A thoughtful expansion uses Cvent marketing to bring group business to a uniquely luxurious Washington, DC location

Salamander Collection, a luxury hotel group founded by Sheila Johnson, expanded its portfolio in late 2022 by rebranding the former Mandarin Oriental as Salamander Washington, DC. The team needed to bring the new property into alignment with the brand’s high standards, communicate renovations and offerings to meeting planners, and quickly capture group business in a competitive Washington, DC meetings market.

Salamander standardized on Cvent technology—CSN advertising, Event Diagramming, Passkey, and reporting—to update profiles, share 3D tours and floorplans, run targeted promotions (like a Cherry Blossoms package), and accelerate RFP responses. The approach boosted visibility and bookings: a move from two- to three-diamond advertising with a 36% rise in RFPs, 22% more awarded RFPs, 26% more new planner organizations, 900+ RFPs in the first year, a 98% chain response rate, and roughly an 11% market share.

Salamander Collection

Lisa Longino

Assistant Director of Sales