Hoteliers and hotel agents vented their frustrations with buyers at the Hotel Booking Agents Association (HBAA) Annual Forum, accusing them of being unhelpful.

A Crystal Interactive live poll of more than 300 delegates at the Ramada Manchester Piccadilly found that 92 per cent thought a lack of detail on client/agency briefs was a common failing.

Some complained that buyers would not reveal the name of the client making it difficult to pitch properly.

Marc Danton, national account manager for Marriott Hotels, speaking on the panel, said hoteliers must work harder to get information. “We shouldn’t be looking at it as a ‘them and us’ situation, take a bit of leadership and work together,” he said.

However, a further 74 per cent of the delegates claimed that agencies didn’t give enough energy to relationships with venues and 92 per cent thought buyers should take more responsibility for relationship breaks downs.

Fay Sharpe, managing director of Zibrant, who was also on the panel, agreed: “It’s really important agencies give more time to hotels and suppliers. It’s a three-way relationship.”

However, she added that hoteliers could do more to understand the needs of buyers: “Those hotel groups that think thoughtfully about how we want to work, what’s appropriate for our agency and approach in a strategic way get a lot more from us. We have a model relationship with Marriott.”

Sharpe encouraged the suppliers to work on relationships with key players: “Consolidation will take place through agencies so there’s a huge opportunity for the venue community to engage and make sure they get that relationship.”