Hyatt expands collaboration with Knowland

Companies say the partnership aims to increase sales team productivity

Under a new partnership, Hyatt Corp. will use hospitality analytics firm Knowland's business tools to provide intelligence within meetings and events booked in its current markets as well as feeder markets.

HYATT CORP. HAS expanded its relationship with group hospitality analytics firm Knowland, a statement said. The new partnership is aimed at increasing sales, the company said.

With this partnership, Hyatt became the first global hotel brand to offer access to the Knowland database through a portfolio-driven program to its properties, the statement added.

Hyatt will use Knowland’s business tools that provide intelligence within meetings and events booked in its current markets as well as feeder markets. The expanded Knowland relationship standardizes program terms pre-approved for all Hyatt branded hotels, including franchise operators.

“At Hyatt, it’s important to be nimble in our commitment to providing technology for all of our hotels,” said Steve Enselein, senior vice president of events at Hyatt. “Access to Knowland data allows our hotel sales teams to generate topline revenue that can maximize profit through group sales, creating value across our portfolio for hotel owners and operators.”

Knowland claimed that its insights increase sales team productivity, provides greater insight into account booking behaviors and trends in target markets and increase client engagement and group business.

“We are excited to work with Hyatt to continue creating value within its entire portfolio, ” said Jeff Bzdawka, CEO, Knowland. “Knowland is committed to providing our customers with the ongoing expansion of actionable insights and increasing both the depth and breadth of our meeting and events data. This in turn allows sales teams to keep a finger on the pulse of what is happening in today’s competitive landscape.”

In 2020, a report from CBRE predicted the pandemic would force hotels to operate more efficiently, including outsourcing and centralizing certain functions within the hotel to save costs.