From sharing the vision behind your brief to being open to new ideas, there’s plenty PAs and EAs can do to make the venue-sourcing process smoother and more effective. In our conversation with Gisella Fiorani, the Director of Sales at Hyatt Place London City East, we explore the growing shift towards experience-led events, why flexibility can help stretch budgets further, and the practical details to consider when choosing a venue – from outdoor space and sustainability to what’s included in the package.
What are the most common mistakes you see PAs and EAs make when booking a venue for an event, and how can they avoid them?
Sharing the brief, but not the vision. How should the event feel? What do you want your delegates to experience? What does a successful event look like to you? The more we understand the purpose and priorities from the outset, the better we can anticipate expectations, challenge or enhance the brief where appropriate, and create a truly bespoke experience. Give your venue room to collaborate and bring its expertise to the table.
What trends are you currently seeing in corporate meetings and events?
The biggest shift is from meetings to experiences. Organisers are looking beyond F&B and traditional formats, with more appetite for interaction, innovation and activities that bring people together in a more meaningful way.
In the past, there was often more emphasis on returning to trusted venues. Now, we’re seeing greater appetite to change the set-up, scenery or location and bring something new to the table.
While Hyatt has a unique and diverse portfolio of venues, they are all connected by a shared philosophy for how meetings and events should be delivered. That philosophy is Together by Hyatt, built around listening to planners and their guests to create experiences that are more cared for through dedicated support, more efficient through the right tools and technology, more impactful through sustainability, and more intentional through wellbeing and meaningful engagement.
This is where we can support planners, connecting them with the right venue across our trusted Hyatt network, giving them the reassurance of consistent standards while saving them time and doing the legwork for them.
In terms of facilities, Outdoor space has moved from a nice-to-have to a much more considered part of the venue brief, particularly for Central London properties. A rooftop bar, private terrace, courtyard or patio can bring both a wellness benefit and that all-important wow factor, giving delegates somewhere to step outside, breathe, reset and connect away from the meeting room. Event bookers, PAs and EAs are increasingly thinking about how a venue makes people feel, not just what it delivers operationally, and that shift is making outdoor space a much more valuable part of the overall event experience which we are proud to be able to accommodate.
What’s one thing venues wish PAs and EAs knew before they start the booking process that would make things easier on both sides?
You don’t need to have everything figured out before you come to us.
Sometimes the sourcing process can be quite static, with a very fixed brief that leaves limited opportunity for the venue to understand what is requested, suggest what might work best or have a more meaningful conversation around the possibilities.
Of course, there will always be must-haves and non-negotiables, but beyond those, there can be real value in leaving some room to explore. We can often work through the details together, bounce ideas around and find solutions that perhaps weren’t part of the original brief but could make the event much stronger.
If budgets are tight, what are some practical tips for getting the best value without compromising on the quality of the event or meeting?
Flexibility can be your biggest advantage. Being open to different dates, days of the week or timings can allow a venue to offer better value, particularly where there are gaps in occupancy.
Look carefully at what is included in the package. Things like AV, room hire, Wi-Fi, refreshments or equipment can quickly add up if they are treated as extras. Understanding exactly what is included upfront helps avoid unexpected costs and makes it easier to compare venues on a true like-for-like basis.
It’s also worth being clear about your priorities and asking the venue what alternatives they would recommend. A small change in format, timing or set-up can sometimes reduce costs without compromising the delegate experience.
What makes Hyatt Place London City East particularly well-suited to hosting corporate meetings or events?
Flow and versatility are two of our biggest strengths. Our spaces have a natural flow between the meeting rooms, private courtyard, private dining and restaurant in the same floor, while PocketSquare Skyline Bar & Terrace offers the opportunity to elevate the experience with a reception overlooking the London skyline at our rooftop bar. This allows us to create a seamless, self-contained event while adapting the set-up and atmosphere to suit what the client is trying to achieve.
Then there’s the food. Catering from Sotto Cucina, our Sicilian restaurant, is a real point of difference. It has been recognised by TripAdvisor as one of the top 240 restaurants in London, out of more than 21,000, reflecting the quality we bring to our events.
Planners can also benefit from World of Hyatt points, adding another layer of value when booking with us.
What do you enjoy most about working with PAs and EAs when they’re organising an event at Hyatt Place London City East?
I love the problem-solving and creative side of events: finding ways to go beyond the brief and exceed expectations. Often, it’s the smallest details that create the biggest wow factor.
It might be a bespoke cocktail, an unexpected extra, or simply anticipating something the client hadn’t even thought of yet. Those are the moments I enjoy most, turning an event from something well delivered into something genuinely memorable.
If you were recommending Hyatt Place London City East to a guest staying for only 24 hours, what shouldn’t they miss?
It would probably be the busiest 24 hours of their life! We’re so well positioned that it’s genuinely difficult to choose.
I’d start with a big breakfast in our rooftop bar, with barista coffee and a selection of breakfast favourites, making the most of the morning sun and the views across London.
Then take a walk just minutes away towards Tower Hill and the Tower of London before heading back towards the buzz of Brick Lane for an iconic lunch. From there, explore Petticoat Lane or Spitalfields Market, or take an afternoon walking tour to discover the stories of Jack the Ripper and the area’s fascinating history.
And if you’re here for a show, you’re spoilt for choice. We’re just one stop from ABBA Voyage, and within easy reach of the O2 and Tottenham Hotspur Stadium, as well as venues such as the Barbican. There’s also a great independent music scene locally, with venues supporting emerging artists such as Troxy.
To finish the day, I’d recommend an authentic Sicilian dinner at Sotto Cucina & Bar, before unwinding in our rooftop bar and taking in the city lights, stretching from Stratford and Canary Wharf towards the heart of London.
The beauty is that you can experience so many different sides of London within a very small radius, without spending your 24 hours sitting on the Tube.
Sustainability is a growing focus for many businesses – what should PAs and EAs be looking out for when trying to book a more sustainable venue?
Look beyond the sustainability statement and credentials and ask practical questions such as: ‘How is the venue reducing food waste?’, ‘How are energy and water managed?’, ‘What are its sourcing policies?’, ‘What happens to leftover food?’, ‘Does your venue source food locally?’ Then look at the bigger carbon footprint: how easy is it for delegates to reach the venue by public transport?
Sustainability doesn’t have to mean compromising on the quality of the event. It’s about making better choices throughout the planning process and understanding the impact of those choices.
