The 2014 FIFA World Cup is well under way, and hoteliers are often faced with questions during these types of major events: - Will we be able to capitalize on the increased demand for our rooms? - How do we balance the demand for event attendees willing to pay higher rates while also maintaining our existing customer base? - Will this fabled demand actually materialize, or will our rooms remain empty throughout the event? Events offer a unique opportunity for hoteliers to capitalize on increased demand, gain a new loyal following, and maximize revenue. However, they can also be tricky - when not executed well, they can result in no shows, cancellations, and displacement of current loyal customers. Planning is key when it comes to events, and we put this article together in order to provide some answers to the questions above. Get the full story at Ideas