In 2023, SEA Company started collaboration with the hotel and conducted an in-depth audit of the Russian market, the existing B2B sales system, and the potential for further developing this segment. The analysis revealed a need for more targeted engagement with major MICE and business travel agencies, tour operators, and concierge services that serve the hotel’s clientele.

It was recommended that special attention be paid to Moscow, a key business hub housing the headquarters of leading market players and the decision-makers responsible for selecting hotels for corporate clients, groups, and individual travelers.

As part of B2B promotion strategy, SEA Company proposed a three-day sales call in Moscow featuring the personal participation of the hotel’s General Manager. This format of face-to-face meetings with senior hotel management allows not only to present the property but also to discuss partnership prospects, the companies' current needs, and the terms of future collaboration.

From September 24 to 26, 2024, the SEA Company team organized and conducted 12 one-on-one meetings between the hotel’s General Manager and key B2B partners in Moscow.

The sales call program included meetings with representatives from MICE and business travel agencies, tour operators, and concierge services – companies that work with corporate clients, organized groups, and the premium market segment. Participants included AB Club Concierge, Systemice Hotel Group, Demlink, KMP, MAXIMICE, Karlson Tourism, FUN&SUN, Bureau 1786, Aeroclub Tour, Aspire Lifestyles, VIP Corporate Travel, and Space Travel.

Discussions focused on accommodation options for individual and corporate clients, the organization of MICE events, terms of cooperation, and additional tools for promoting the hotel to industry professionals.