Why instant booking for meetings is no longer optional: a talk with Venue Directory

The state of online bookings in M&E: still early, still evolving

Instant booking has transformed how consumers book hotels and flights. So why is the meetings and events (M&E) industry still lagging? According to Will Helsby of Venue Directory, it’s not about tech—it’s about mindset.

“The technology works. It’s proven. But there’s still a mental block around moving away from RFPs and adopting a true instant booking approach,” Will explains.

Although software like MeetingPackage Booking Engine has existed for years, many venues and agencies remain stuck in legacy processes. Early adopters—mostly larger hotel groups—have seen results, but the wider market is only beginning to shift.

{% video_player "embed_player" overrideable=False, type='hsvideo2', hide_playlist=True, viral_sharing=False, embed_button=False, autoplay=False, hidden_controls=False, loop=False, muted=False, full_width=False, width='1920', height='1080', player_id='191758818445', style='' %}

Why the UK market is ripe for disruption

Venue Directory's data shows that the average UK meeting involves just 33 delegates—an ideal use case for automation.

“We’re seeing high volumes of small day meetings. Instant booking can save time for both the bookers and the venues, freeing up resources to focus on large, high-value events,” says Will.

This shift isn't theoretical. Venues offering instant booking already report business coming in on weekends and evenings—outside typical office hours—without lifting a finger.

What makes a venue truly instant bookable?

Venue Directory supports two models:

1. Portal-based: Venues manually manage availability, pricing, and space via the Venue Directory portal.

2. Integrated: Full integration with MeetingPackage allows for real-time availability, dynamic pricing, and seamless booking flow—including pushing confirmed bookings back into the venue’s operational systems, often being a Sales & Catering software.

Both models offer a great customer experience, but the integrated model significantly reduces internal workload.

For agents: a time-saving revolution

Agencies benefit just as much. Instant booking eliminates the cumbersome RFP loop, giving agents the ability to quote and confirm quickly.

“If you’ve got a 10-person meeting in Birmingham, why waste time sending RFPs and waiting for replies? You can compare prices and book within minutes,” says Will.

As more venues come online, the agent experience will become even smoother. But again—the key limiter is inventory.

The business case: small meetings, real ROI

Venues that have adopted instant booking on their own sites—or via MeetingPackage—are already seeing return on investment.

“Most small meetings have a lead time of 18–19 days. It's often last-minute business, which is perfect for an online channel,” Will emphasizes.

What’s more, the added benefit of weekend and after-hours bookings opens up new revenue channels.

A partnership built on collaboration

Venue Directory and MeetingPackage have worked together for years. But now, with quarterly working groups and aligned product roadmaps, the collaboration is hitting its stride.

“2025 is the year we crack the industry together. The partnership is stronger than ever, especially between our development teams,” says Will.

From integration improvements to co-selling initiatives, the joint mission is clear: drive adoption, expand inventory, and simplify M&E bookings for all.

Advice to venues: start small, but start now

“It doesn’t have to be complicated or expensive. Even if you put one meeting room online, do it now,” Will urges.

With help from both Venue Directory and MeetingPackage, even smaller independents can dip their toes in digital distribution without overhauling operations.

Looking ahead: what’s next?

Will is most excited about deeper integrations and faster response times. As younger professionals enter the industry, the mental resistance to change will fade—and with that, a smoother, smarter booking ecosystem will emerge.

“We’re not building cars by hand anymore,” he laughs. “Why should we be booking meetings like we did in 2005?”

Final word: why MeetingPackage?

“If I had to describe MeetingPackage in one phrase: it’s truly collaborative. That’s what this partnership is—and it’s why we’re moving the industry forward.”