For hotel & resort group-sales, catering & events teams
The Ultimate Full House
We find the companies, associations, and nonprofits planning meetings, conferences, off-sites, and galas in your market, pinpoint the planners and executives who book the space, and put qualified site-visit meetings on your calendar, including the planners already browsing your site, so your team fills the calendar instead of waiting on inbound RFPs.
Your property sells itself on a site visit, the meeting space, the rooms, the F&B, the service do the work. Growth comes down to one thing: getting the right planner in front of your group-sales team before the venue decision is made. Most properties lean on inbound RFPs, repeat planners, and third-party site-selection firms. But an RFP means you're already one of ten competing on price, and almost no property has anyone systematically finding the organizations with an event in planning and reaching the decision-maker first.
Sources: U.S. MICE market analyses (Grand View Research / industry reports, 2026); corporate-events spend trends (2026); hotel group/F&B revenue benchmarks.
The opportunity is enormous. The U.S. MICE market is roughly $146 billion in 2026 and growing, corporate-events spend is climbing double digits as in-person meetings rebound, and group business is the highest-ROI segment a property can sell, meeting space, group rooms, F&B, and banquets stacked into one booking. The catch: by the time an RFP reaches your inbox, the planner has already shortlisted properties and you're competing on price. The bookings you want are the ones being planned now, before the RFP, visible in the data if you know the signals.
But who's making that happen? Usually a group-sales team buried in active RFPs and on-property events, with no time to prospect cold. Generic lead lists and stale RFP feeds don't reach the planner before the shortlist forms. The organizations are out there, planning next year's meetings and events right now; no one is identifying them and reaching the decision-maker on purpose. That's the part we fix, and it's squarely our wheelhouse: we've spent years selling to and for corporate decision-makers, and running corporate travel programs like Boston Coach, so we know how to reach a planner or an executive and speak their language. With data that pinpoints the organizations, including the ones already on your website, and outreach that lands with the decision-maker, we get your property in front of them first.
Not "leads." Not a cold RFP. A confirmed meeting with a planner or executive at an organization that genuinely has a meeting or event in planning, the right size program for your property, at a real planning trigger, and early enough that you're in the conversation before the RFP and the shortlist, warmed up before they arrive, ready for your group-sales team to do what it does best: sell the site visit.
We find the program before the RFP, combining firmographic fit (companies, associations, and nonprofits of the right size and type for your space) with intent signals (an off-site or sales kickoff in planning, an association's annual-meeting cycle, a nonprofit's gala season, a new events or HR leader, and the planners already browsing your meetings pages) using ZoomInfo and premium data. Then we pinpoint the planner and executive who decide, qualify fit and timing, and book the meeting. You meet organizations with a real event in planning, not recycled lists.
That qualification is the whole point: your group-sales team's time goes to organizations that genuinely have a program your property can host, not cold lists or price-shopping RFPs. You spend your days on site-visit meetings that become signed bookings.
Programs run $5,250/mo (one dedicated Playmaker) to $14,750/mo (three), on six-month terms, data, technology, and management included. Set that against the math that actually matters for a property: a single corporate or association program stacks group rooms, meeting space, F&B, and banquets into one high-value booking, and a wowed planner rebooks and refers for years. One won program usually pays for the whole engagement, many times over.
In-house BD rep
~$154K
per person, per year, all-in
Salary, benefits, tools, data, management, and a 3 to 6 month ramp before they're productive. A rep who can't fill the pipeline still costs every penny.
Calling shop / per-seat
~$11K
per seat, per month, typical
Cold RFPs, stale lead feeds, activity reports. You pay to compete on price after the shortlist is already set.
Alleyoop programs
$5,250–$14,750
per month, six-month terms
One flat fee, the team, the data, the technology. Qualified site-visit meetings on your calendar, live in under 30 days. See the programs →
One connected system, not a phone bank. Firmographic data finds the organizations that book events, marketing warms them to your property, we de-anonymize and score the planners already browsing your meetings pages, we read the signals that reveal a program in planning, and a real person books the site-visit meeting.
We build the target list, companies, associations, and nonprofits of the right size and type to need meeting space, group rooms, and banquets in your market, pinpointed by firmographic data and event-planning signals using ZoomInfo and premium data.
The right marketing warms those exact organizations to your property and its meeting and event credentials before any outreach, so your name carries weight when the first conversation happens.
The hottest trigger is your own website. We de-anonymize the planners browsing your meetings and events pages, score them by intent, and surface the ones worth a call, alongside off-site signals like an off-site or kickoff in planning, an association's annual-meeting cycle, a nonprofit's gala season, or a new events leader, often long before the RFP goes out.
We qualify the things that actually matter, program size and fit for your property, the real decision-maker, and planning timing, so a site-visit meeting is a serious opportunity, not a curiosity.
When an organization genuinely has an event in planning and the decision-maker is genuinely interested, a dedicated Playmaker, a real person, has the conversation and books the site-visit meeting on your calendar.
By the time an RFP reaches your inbox, the organization has already decided to run the event and shortlisted properties, and you're competing on price. But the program showed up in the data well before: a planner started browsing your site, the planning cycle opened months out, a new events leader took over, the annual meeting came due. Those triggers are visible before the RFP. The property that reads them and reaches the planner first gets the site visit, and shapes the program, before it's a price war.
So the outbound has to be always-on and signal-driven. A program is live in under 30 days, with first site-visit meetings landing in weeks 3 to 4, which means a steady flow of organizations genuinely planning events while competitors wait for RFPs. The earlier you read the planning cycle, the more bookings you win before the shortlist is set.
And it compounds. Corporate and association programs recur, a wowed planner rebooks and refers, and planners talk, a great experience travels fast through a tight community of meeting and event professionals. The organizations you reach this cycle become the bookings next cycle and the referrals after that. A property that prospects on data fills its calendar with programs being planned before the RFP, bookings competitors never see.
Three things make hotel group sales ideal for a real outbound program: a single booking stacks rooms, space, F&B, and banquets into a high-value deal, the buyer is identifiable by firmographic and event-planning signals, including your own website traffic, before the RFP, and programs recur with a tight referral community. Win a program and you're not making one sale, you're starting a relationship and a rebooking. The only hard part is reaching the planner first. That's the one thing we do.
A corporate or association program stacks group rooms, meeting space, F&B, and banquets into one high-value booking, and the good ones rebook year after year. So a site-visit meeting that becomes a program isn't one sale; it's a booking plus a rebooking for years. Outbound that fills your calendar pays back many times over.
A planner researching your property on your meetings and events pages is your warmest lead, and they almost never fill out a form. We de-anonymize and score that traffic, identify the organization and the planner, and reach out while their interest is live, so your team gets the call before a competitor's RFP.
An inbound RFP means you're one of ten properties competing on price. Reach the planner while the event is still being planned and you shape the program, build the relationship, and win the site visit before the shortlist exists. Timing, getting there first, is the whole game.
Straight answers to what operators ask before they start a program. New to the model? Start with the full guide: what outsourced appointment setting is and what it should cost.
Most properties win on inbound RFPs, repeat planners, and third-party site-selection firms, fine, but by the time an RFP lands you're one of ten properties competing on price. The edge is reaching the buyer earlier, by combining firmographic fit with the signals that precede an event: a company planning an off-site or sales kickoff, an association's annual-meeting cycle, a nonprofit's gala season, a new HR or events leader, a planner already browsing your meetings pages. Outsourced appointment setting does that systematically: using firmographic and intent data to find organizations with an event in planning, reaching the decision-maker first, and booking qualified site-visit meetings with your group-sales team.
It is paying a specialized team to find, contact, qualify, and book site-visit meetings with the corporate, association, and nonprofit planners who book meetings and events, so your group-sales and catering team spends time with real prospects instead of cold prospecting. The provider supplies the people, the data, and the technology; you supply the property and the experience that wins the booking.
Expect $5,000-$15,000 per month for a serious program. Alleyoop runs $5,250/mo for one dedicated Playmaker to $14,750/mo for three, on six-month terms with data and technology included. Because a single corporate or association program, group rooms plus meeting space, F&B, and banquets, is a high-value, often recurring booking, one won program usually covers the program many times over.
Now, and then continuously. Corporate and association events are planned months to over a year ahead, on rolling cycles, so there's always a program in planning somewhere in your market. A program is live in under 30 days with first site-visit meetings in weeks 3-4, and running always-on means you reach the planner while dates are still open, instead of receiving an RFP after the shortlist is already set.
Most properties need both. Your group-sales and catering team gives the site visits and closes the bookings; they rarely have time to mine data and cold-prospect planners. Outsourcing the top of the funnel, identifying organizations with an event in planning and booking the meeting with the right decision-maker, lets your team do what it does best, while a specialist fills the calendar at a fraction of the cost of another full-time hire.
We combine firmographic data with intent, using ZoomInfo and premium sources. Fit: companies, associations, and nonprofits of the right size and type to need meeting space, group rooms, and banquets in your market. Signals: a company planning an off-site or sales kickoff, an association's annual-meeting cycle, a nonprofit's gala season, a new HR, marketing, or events leader, and the planners already browsing your meetings and events pages. Then we pinpoint the decision-maker and qualify program fit and timing before booking, so a site-visit meeting is a real opportunity, not a curiosity.
Lead generation usually means an RFP that's already gone out to ten properties, or a list of names you still have to chase. Appointment setting goes further: a real person finds the organizations with an event in planning, identifies the planner and executive who decide, qualifies program fit and timing, and books a confirmed site-visit meeting on your calendar. You get a genuine opportunity in front of your group-sales team before the RFP, not a recycled list.
The U.S. MICE market is roughly $146 billion and group business is the highest-ROI segment a property can sell, and every meeting, conference, and gala is being planned right now, long before the RFP. The organizations that would love your property are out there, choosing next year's venue, and some are on your website today. The properties that win reach the planner first, while competitors wait for the RFP and compete on price. We'll have qualified site-visit meetings on your calendar in weeks. Let's fill the calendar before the shortlist.
The assist is ours. The win is yours.