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May 29, 2015

Former Gaylord Execs Combine to Rebrand Groups360

EventaGlobal has acquired GroupOnomics, a major groups transaction database, and rebranded as Groups360 to signify the company’s ability to work with both hotels and meeting planners.
The combined management team will work with the hotel/meetings transaction chain that cost the industry billions of dollars.
Calling the RFP process “broken," CEO Kemp Gallineau estimated that problems "with how business is done now" have ballooned into $7 billion in inefficiencies every year.
In 2014, Gallineau teamed with Groups360 Chairman David Kloeppel, formerly COO and president of Gaylord Entertainment. Together, they determined that lack of transparency, information and trust in how meetings get booked creates unnecessary costs.
They acquired EventaGlobal to gain insight into the challenges of meeting planners and hotels from the sourcing side. That acquisition led to the development of GroupSync.
GroupSync is a search engine powered by a proprietary event-hotel matching algorithm using STR data. 
“We don’t tell a meeting planner where to go. Our algorithm identifies the best hotel options for planners, not hotels we are incentivized to promote,” said Gallineau, previously chief sales officer at Gaylord Entertainment and general manager of three of the world’s largest hotels.

GroupOnomics has the industry’s largest database of meeting transactions, making it appealing to sales executives, revenue managers, general managers and owners. Hotels use it to evaluate group attendance, spend levels and risk during contracting and to manage room blocks and evaluate pickup levels. This can improve hoteliers’ forecasting in a historically unpredictable environment.
It also gives hotels information for highly targeted sales prospecting. GroupOnomics has a service called the Prospecting Concierge that sets a new standard for finding groups that exactly fit a hotel’s needs.

“Our team has occupied every seat at the table in the planning of meetings and running of hotels. There’s no reason the most basic element of the meetings industry – finding the right place to meet – should be a costly, tension-riddled process,” Kloeppel said in a statement. “Groups360 can end today’s adversarial climate because we provide solid data to planners and to hotels. Logical, responsible and profitable decisions are the result,” he said.
Details are online at Groups360.com.

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