Yes, You Can Lower Your Room Rate—Without Giving Up the Good Stuff

I’ve been negotiating hotel contracts for over 40 years, and if there’s one thing I know, it’s this: Hotels will absolutely lower their rates—if you ask the right way.

Too often, planners think that asking for a discount means giving something up in return. But that’s not how strong negotiations work. The key is knowing what leverage you have, what hotels really care about, and how to ask without making them feel like they’re losing.

Let’s break down exactly how to secure a better rate—without sacrificing the perks your event needs.

Step 1: Know What the Hotel Cares About (It’s Not Just Room Revenue)

Most planners think that hotels only care about how many rooms they book, but here’s the truth: your event brings value in multiple ways.

Hotels look at:

✔ Total event spend – Room revenue, catering, A/V, meeting space fees.

✔ Repeat business potential – Will you bring them more business next year?

✔ Filling their “need dates” – Do they have low occupancy when your event is scheduled?

✔ Ancillary revenue – How much will your attendees spend at the bar, restaurant, or spa?

If you understand what makes your event valuable, you can negotiate without just focusing on the room rate.

Step 2: Leverage Your Group’s Full Value

Before you even ask for a lower rate, gather your numbers:

• How many total rooms are you booking?

• What’s the total event spend (food, beverage, A/V)?

• Have you booked with this brand before (or will you again)?

Instead of saying:

❌ “Can you lower the rate? Our budget is tight.”

Try this:

✅ “We’re considering [Hotel A] and [Hotel B] for our 300-room event. Our group will also be hosting catered receptions and breakout sessions, bringing an estimated $75,000 in additional spend. If we commit to hosting our evening receptions in-house, can you offer a preferred group rate of $X?”

You’ve now positioned your request as a win-win:

✔ The hotel keeps your event in-house (instead of losing business to outside vendors).

✔ You get a lower rate while keeping your perks intact.

Step 3: Be careful about Asking for Rate Adjustments Based on Demand

Hotels adjust rates based on occupancy and demand.

Here’s a secret I’ve used to help planners get lower rates without giving up anything:

✔ Book on the hotel’s “need dates.” Hotels will lower rates significantly if your event fills a time when they typically have vacancies (midweek, off-season, holiday gaps).

✔ Ask for a rate audit. If a hotel’s public rate drops after you’ve signed, negotiate a clause that allows you to match the lowest available rate.

✔ Lock in early! Get a preferred rate commitment now, but include the lowest rate clause.

Step 4: Use Concessions as Leverage (Without Giving Up the Perks You Need)

If the hotel won’t budge on rate, don’t stop negotiating. Shift the conversation to value-add perks instead of cost.

✔ Instead of asking for a lower rate, ask for:

• Free suite upgrades for VIPs

• Discounted or complimentary meeting space

• No resort or parking fees for attendees

• Flexible cancellation or attrition terms

Many planners leave money on the table by focusing only on the room rate, when in reality, the extras can save you just as much—or more.

Step 5: Always Get Everything in Writing

Verbal promises mean nothing in hotel contracts. If a salesperson agrees to a lower rate or extra perks, make sure it’s included in the final contract before signing.

✔ Confirm any negotiated discounts or perks in writing

✔ Ensure rate audits, rebooking flexibility, and need-date pricing are clearly defined

If it’s not in the contract, it doesn’t exist.

Final Thoughts: Lower Your Rate, Keep Your Perks, and Strengthen Your Deal

Hotels want your business—but they also want to maximize revenue. Your job is to position your event as high-value while negotiating smarter.

✔ Focus on total event value, not just room rate.

✔ Leverage flexible dates and demand trends.

✔ Negotiate perks that save you money without sacrificing experience.

✔ Get everything in writing.

I’ve helped planners save thousands on hotel contracts using these exact strategies—without losing a single perk. You can too.