Event seasonality: 3 things an organizer must anticipate to avoid tensions over accommodation

1. Anticipate price tensions and hotel availability

During periods of high event activity, especially in spring and autumn, hotels in major cities or attractive destinations see their occupancy rates rise rapidly. And with the increase in demand, prices follow: establishments adjust their rates upward according to a yield management logic (the higher the demand, the higher the price).

Some figures: 

• In May 2025, Paris reached an average occupancy rate of 86.3% during an event peak, with an average daily rate (ADR) of €514, an increase of +7.3%. 
  
  

• RevPAR (revenue per available room) thus soared to €443.72, an increase of +17.5% compared to the previous year (Hotel-Online).
  
  

• Other cities like Bordeaux, Toulouse, or Marseille also record occasional increases of +5 to +10% in their hotel prices during major trade shows or conferences, according to the 2025 barometer from CDS Groupe and MKG Consulting (TourMag).

During these periods, the best options fill up quickly, and prices can change significantly from one week to the next. Blocking good rooms in advance, at the right rate, allows for an attractive and coherent solution for participants while avoiding unpleasant surprises.

A partner specialized in the hotel market can help you cross-reference the right indicators to best anticipate these tensions: 

• The local calendar (festivals, competing trade shows, school vacations) that can impact availability,
  
  

• The expected volumes based on previous editions or similar events in the region,
  
  

• Behavioral data such as booking peaks by participant type (e.g., exhibitors book earlier than general attendees),
  
  

• Or the usual pricing strategies of hotels near the event venue (some increase their prices as early as 90 days prior, while others maintain fixed rates until 30 days prior).

2. Choose the right moment to launch marketing

Anticipating does not mean launching too early. When accommodation offers are posted online before participants have access to essential information (specific location, opening of registrations, content of the program), it generates few bookings. This is a missed opportunity to make accommodation a true conversion lever.

However, any online posting actually relies on an unavoidable preliminary step: hotel blocking. Industry best practices recommend securing room blocks 10 to 12 months before the event to ensure attractive prices and optimal availability. These rooms can then be marketed at the most relevant time, often between 3 and 6 months before the event, depending on the type and communication calendar.

Waiting too long to launch the offer limits your maneuvering margins: reduced availability, rising rates, pressure on teams. The main challenge is synchronizing your communication with your participants' purchasing behavior. By integrating accommodation early in the information relay (registration, mailings, official website), you create a natural booking dynamic.

With good support, you benefit from a structured activation calendar, enhanced visibility on strategic channels, and a system ready to adapt based on your targets' rhythm.

3. Structure the management of last-minute requests

The last weeks before an event concentrate a significant share of operational pressure: group reorganizations, transfers, cancellations, additions of rooms… Between 21 days and 7 days before the event, logistical adjustments accelerate. 

This period is even more complex as it concerns both groups, whose needs evolve until the last minute, and individual participants, a significant portion of whom book very late, sometimes less than ten days before the event.

As is known, this trend has significantly increased after Covid, with more cautious behaviors and last-minute decisions being made. While early bookings are starting to rise again today, late bookings remain predominant for certain audience profiles. For an organizer who has contracted room blocks with various hotels, this represents an additional challenge, especially regarding the attrition clause, which commits them to guarantee a certain occupancy rate.

In this context, anticipation and the right tools are essential: clear distribution of responsibilities, shared visibility, and smooth validation of changes.

At Revolugo, we have developed a collaborative rooming tool that allows all stakeholders involved (project managers, exhibitors, staff, guests…) to access a centralized and personalized platform. Everyone can fill in, modify, or track accommodation-related information in real-time.

This type of solution limits scattered communications, streamlines validations, and reduces the risk of last-minute errors or duplication while offering better clarity to the organizer.

In conclusion: making accommodation a managed lever

Accommodation should not be an adjustment variable at the end of the process; it is a pillar of the participant experience and a strategic element for the success of your event. Anticipating the right moment, understanding pricing logic, and equipping yourself with the right tools allows for a shift from reactive management to a smooth and professional organization. 

Revolugo supports organizers year-round by providing expertise, visibility, collaborative tools, and human support at every stage, because a successful event is not only a well-prepared one but also, and above all, well surrounded.