If you’re looking to land a hotel account as a florist, one of the most important steps in your process is conducting a hotel walk-through. Why? Because walking the property gives you invaluable insights into what the hotel currently has, what’s missing, and how you can position yourself as the solution they need.
In this blog, I’ll share why a hotel walk-through is crucial, what to look for during your visit, and how to use your findings to confidently approach the general manager (GM). Listen to the full podcast episode here.
The Purpose of a Hotel Walk-Through
A hotel walk-through is more than just a scouting mission. It’s your chance to:
- Evaluate the current floral arrangements: Are the designs cohesive? Do they enhance the space? Are the flowers fresh or dead?
- Estimate their budget: Based on the arrangements in the lobby, restaurant, spa, and other areas, you can estimate what the hotel is currently spending on flowers.
- Identify areas for improvement: Could the hotel benefit from more impactful designs? Are they maximizing their investment?
These observations give you the information you need to confidently pitch your services with clarity and authority.
What to Look For During a Hotel Walk-Through
- Floral Placement and Quality
Look at where flowers are placed in the hotel—lobby arrangements, restaurant tables, spa areas, elevator banks, and wellness centers. Evaluate the designs:
- Are they cohesive with the space?
- Do they make an impact, or do they feel out of place or cheap?
- Are the flowers fresh, or are they drooping and dying?
Pro Tip: Dead flowers are a red flag. If you notice that the arrangements aren’t lasting, it’s a sign the current florist may not be using the right blooms or maintaining them properly.
- Flower Math
Estimate the hotel’s floral budget by observing the arrangements and doing some quick math. For example:
- If a lobby arrangement looks like it costs around $800 and there are multiple arrangements across the property, you can estimate their weekly spend.
- Multiply the weekly spend by 52 weeks to calculate their annual budget.
This gives you a ballpark figure of what they’re currently investing, which can help you craft your proposal.
- Guest Perspective
Put yourself in the shoes of a guest. Do the flowers add to the experience, or do they detract from it? For example:
- Are the arrangements proportionate to the space?
- Do they reflect the luxury and quality the hotel is aiming for?
For example, I recently visited a luxury hotel in Munich, and the first thing I noticed was how the floral arrangements felt disproportionate to the space. The flowers looked cheap, and it negatively impacted the overall impression of the hotel.
- Ask for a Tour
Don’t hesitate to ask for a tour of the spa, wellness center, or other parts of the property. This gives you a better understanding of the hotel’s overall aesthetic and potential floral needs.
Using Your Walk-Through to Approach the GM
Once you’ve completed your hotel walk-through, you’re ready to approach the GM. The key is to frame your observations as opportunities to add value. Here’s how:
- Start with a Positive Story
Find a genuine connection with the hotel, whether it’s an amazing cappuccino you had in their lobby or a special anniversary you celebrated there. This sets a friendly and approachable tone. - Introduce Yourself as a Florist
Mention that you specialize in hotel florals and would love to learn more about their current program. For example:
“I couldn’t help but notice your current floral arrangements. Can you tell me more about the florist you’re working with and how the program is structured?” - Listen and Ask Questions
Let the GM speak, and ask follow-up questions to uncover details about their floral budget, satisfaction with their current florist, and potential areas for improvement. Review this blog if you are curious about what other questions you should ask the GM. - Offer Solutions
Use the insights you gathered during your walk-through to highlight how you can enhance their current program. Focus on adding value, such as:
- Providing designs that align more closely with their brand.
- Ensuring arrangements remain fresh and impactful throughout the week.
- Maximizing their budget for greater impact.
Why the Walk-Through Matters
A hotel walk-through is your secret weapon for confidently pitching your services. Without it, you’re essentially flying blind. By taking the time to observe, analyze, and understand the hotel’s floral needs, you position yourself as a knowledgeable expert who can deliver real value.
Remember, the goal isn’t to criticize the current florist but to show the hotel how you can elevate their floral program.
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!
