Conference packages – sensible or risky?

We are preparing to launch our platform for event bookings at wineries.

When you register your winery for the first time, there is (unfortunately) a little work involved, but then it gets easier:

Why have a “conference package” section at all?

Wineries are not traditional conference hotels. Nevertheless, many of them have long been serving the event segment: weddings, company celebrations, incentives, workshops.

And that pays off twice: the winery receives event revenue and often gains new wine customers.

1. The conference package – guidance for companies

Companies want to know approximately what costs they will incur. Conference hotels have fixed rooms, AV equipment, kitchens, and services.

Wineries are different: the atmosphere is great, but the rooms are individual, the staff is flexible, and the equipment is variable.

In return, wineries offer something that hotels cannot: 🍇 an extraordinary setting 🍷 emotional appeal 🏞️ experiences such as tastings, guided tours, and vineyard walks.

The ultimate example of a team event is the one offered by Bodega Otazu in Navarra, Spain, which I greatly appreciate:

“Exclusive ‘Private Cellar’ experience: You can collaborate on the creation of a wine and purchase a 225-liter barrel of the wine designed by the team. At the end of the aging period, the wine is bottled and shipped to the participants. You will receive 300 unique bottles with a label designed by you.”

In short:

Hotels are factories.

Wineries are artists’ studios.

2. Should wineries publish package prices?

2.1 Trust & pre-selection

You give interested companies a preliminary idea of what they can expect in terms of price. For example, you could quote “classic” package prices so that people can see how they differ from usual event locations, i.e.:

Package 1: €59-89 per person:

• Event room
• Audiovisual equipment (AV)
• 2 coffee breaks
• Lunch
• Non-alcoholic beverages
• Standard equipment
• Wi-Fi

But since the rooms can vary greatly (ballroom, vaulted cellar, etc.), you might want to leave the event room out. The key here is to be flexible.

2.2 From browsing to inquiry

Thanks to transparent pricing, corporate planners can assess budget compatibility more quickly and move from browsing to inquiry. More inquiries = higher conversion.

2.3 Signal professionalism and marketability

A price shows that the venue has put together packages, calculated the costs, and is ready for corporate customers. This meets the expectations of event planners who are used to conference rooms in hotels with published “conference day packages.” It underscores professionalism.

2.4 Filter out unsuitable leads

By specifying a minimum starting price or “from X € for 30 people,” the venue can filter out buyers whose budgets are well below what the venue can offer. This saves time.

3. Risks of publishing flat rates

3.1 Loss of price flexibility and segmentation

Business events often vary greatly depending on group size, duration, season, desired exclusivity, type of catering, required technology, and company expectations.

If a winery publicly displays a fixed package price for this, it can quickly appear as if every event is the same. This means the winery loses flexibility: it becomes more difficult to respond to high-quality enquiries, create individual offers, or sell additional services.

In addition, many corporate customers expect the opportunity to negotiate. A fixed, visible price can therefore deter good leads or even set false expectations for larger budgets.

To avoid this effect, a winery can instead work with “starting prices,” price ranges, or non-binding sample offers—this maintains transparency and flexibility.
3.2 Comparison of products and margin pressure

3.2 Comparison of products and margin pressure

When prices are publicly stated, potential customers often automatically compare the different venues with each other. In the case of exceptional venues in wineries – characterized by terroir, atmosphere, and a special history – there is then a risk that the offer will be reduced to a simple “price per person” figure, rather than its special quality being recognized.

Interestingly, studies on package deals also show that less transparency in the individual prices of a package can actually increase the intention to book, because customers focus more on the overall experience.

Instead of getting caught up in a price war, wineries can ensure that their character and unique selling points are at the forefront and that price is not the only deciding factor by skillfully presenting their added value.

3.3 Attracting unsuitable leads

Visible low prices can attract companies with limited budgets that are barely profitable (small groups, minimal spending, high operating costs with low returns). The venue may receive many inquiries from buyers who focus on cost rather than overall value, making it difficult to sell additional services.

3.4 Reduced bargaining power and strategic anchoring

In B2B events, pricing and negotiation go hand in hand. If a quoted price becomes anchored, some buyers may negotiate downward or expect discounts. Hiding the public price—or stating “price on request”—can preserve bargaining power and allow the venue to explore the customer’s budget, tailor the offer, and achieve greater value.

4. Conclusion

In the B2B context of winery venues, the decision to publish package prices is not a simple yes or no answer, but depends crucially on standardization vs. customization, buyer expectations, cost variability, and competitive positioning. The literature from the hospitality and tourism sector confirms that price transparency promotes trust and reduces friction losses, but also points out that in the case of complex package offers, lower transparency can increase purchase intent. (See: https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022. 1053135/full)

That is why we have decided to include the “Conference Packages” section in the platform.

Do you have any experience with conference packages?