Case Study: Park Plaza Hotel Group triples RFP awards and speeds responses with Cvent

Using technology to expand their footprint and services despite macroeconomic challenges

Park Plaza Hotel Group operates 49 upscale properties across Europe, the Middle East and Africa, offering technologically advanced business centres, large event spaces and personalised service. After the pandemic the group faced severe staffing shortages and lost institutional relationships, leaving less time for marketing outreach and slower RFP responses—so they needed easy-to-use, high-ROI technology to maintain service levels and grow business.

Partnering with Cvent, Park Plaza deployed a Group Business Webpage, retargeting ads, Response Automation, Cvent Event Diagramming, Planner Navigator and the Enterprise Dashboard to broaden reach and speed responses. The results: nearly 2,000 more RFPs in 2022, three times as many awards year-over-year, a 92% portfolio response rate, 1,397 diagrams created and a 15% conversion rate with $3.8M awarded RFP value—allowing the group to target the right business and scale service despite a smaller sales team.