When it comes to hotels and floral budgets, one size does not fit all. There’s no universal “average spend” when it comes to what a hotel will allocate for their florals. Instead, the budget depends on factors like location, brand standards, ownership priorities, and even guest experience goals.
In this blog, we’ll dive into the nuances of understanding the average spend of a hotel on florals, how to navigate conversations with general managers (GMs) about budgets, and how to position yourself as the florist they need. Listen to the full podcast episode here.
Why There’s No Single “Average Spend”
Unlike weddings or private events, where budgets may be more predictable, hotel floral budgets vary widely. While some luxury hotels may have budgets of $25,000 per month or more, others might allocate only $1,000 to $5,000.
Here’s why:
- Ownership Decisions: Hotel owners ultimately decide the floral budget, with input from the brand and management teams.
- Guest Experience Goals: Flowers are part of creating memorable guest experiences, but the priority given to florals varies by property.
- Location & Seasonality: Budgets can change based on location, high seasons, or special events like conferences or citywide buyouts.
While there’s no hard and fast rule, one thing remains constant: hotels value florals that enhance their brand and guest experience.
How to Discover a Hotel’s Floral Budget
1. Start a Conversation
The only way to truly understand a hotel’s budget is by having a direct conversation with the GM or decision-maker. Ask open-ended questions like:
- “What is your current floral scope?”
- “Are you happy with the designs you’re receiving?”
- “What’s your vision for the guest experience when it comes to flowers?”
2. Use the “Back-and-Forth” Method
If the GM hesitates to provide a specific number, use the back-and-forth method to narrow it down:
- “Are you thinking more along the lines of $5,000 per month or closer to $10,000?”
- Adjust based on their response: “Would you say it’s closer to $4,000 per month, or are we talking about $1,000 per week?”
This strategy helps you pinpoint a ballpark figure while keeping the conversation collaborative.
3. Observe and Estimate
During your hotel walk-through, take note of the current floral arrangements:
- How many arrangements are in the lobby, restaurant, spa, and other areas?
- Are they using premium flowers, or do the designs feel minimal?
- Are there any dead or wilting flowers that suggest a lack of maintenance?
Using these observations, you can estimate their weekly or monthly spend based on your expertise.
What to Expect: The $5,000 Baseline
After working with a variety of luxury hotels, I’ve found that $5,000 per month is a comfortable average spend for a hotel. While this might seem low for some florists, it’s important to remember:
- $5,000 per month equates to $60,000 per year in consistent revenue.
- Many florists balance multiple hotel accounts, creating even higher revenue streams.
For example, if you secure three hotel accounts each spending $4,000 per month, you’re looking at $144,000 in annual revenue.
Why Conversations About Budget Are Key
Understanding a hotel’s floral budget isn’t just about landing a client—it’s about ensuring you can deliver value and align with their expectations. By having open and transparent conversations, you’ll:
- Avoid undervaluing your services.
- Position yourself as a knowledgeable partner.
- Build trust and establish a professional relationship from the start.
Remember, you’re not just selling flowers—you’re helping the hotel enhance their brand and create memorable guest experiences.
Ready to Take Action?
Already a florist and eager to expand into luxury hotels and create consistent income? Come join over 135 florists in the 7 Day Challenge! It’s packed with actionable insights to help you succeed.
Keep blooming, Franceska
PS: Did you know I have a bestselling book on working with hotels? It’s available on Amazon! Discover the “cliff-notes” of our high level group coaching program, the Hotel Florist Profit Method, where you can learn more about what flowers to use, design mechanics and more on this topic!
