Elevating Proposal Speed and Buyer Confidence with Immersive Sales Experiences

Situated along Chicago’s iconic Magnificent Mile, Warwick Allerton Chicago is a historic hotel that blends classic architecture with modern hospitality, featuring 439 guest rooms and almost 15,000 square feet of flexible meeting and event space, including its signature Tip Top Tap Ballroom with breathtaking views of Michigan Avenue and Downtown Chicago.

With a business mix of approximately 70% transient and 30% group, the property is focused on growing meetings, events, and wedding revenue.

Operating in one of the most competitive hospitality markets in the country, the sales team needed a more compelling and efficient way to present their spaces and stand out to planners making fast decisions.

Situation

Before adopting Visiting Media, Warwick Allerton’s sales process reflected a common challenge across the industry: strong product, but limited ways to showcase it effectively. Michael Wallace, Director of Sales & Marketing, shared that the hotel had undergone renovations a few years ago, yet much of the visual content available to the sales team consisted of iPhone photography or outdated images that didn’t fully capture the refreshed experience.

At the same time, proposal creation was largely manual. The sales team would have to navigate between multiple platforms such as Meeting Package, Cvent, and Hotel Planner, to build proposals that would include multiple files such as Word docs, photos, PDF, etc. This approach not only consumed valuable time but also made it difficult to deliver a polished, modern presentation. In a market where speed is critical, the team found themselves balancing the pressure to respond quickly with the need to maintain quality.

The goal is to just expedite everything, but with quality. There’s no point being the first responder to a RFP if you come off looking sloppy, or with a Microsoft Word presentation, right?

Process

Michael was introduced to Visiting Media last October, during Warwick Hotels & Resorts’ annual Sales, Marketing, and Revenue meeting, with leaders from across North America and Europe. Visiting Media was introduced to the group, alongside with other tools, as part of a broader initiative to modernize the sales experience across the portfolio.

Their vision was clear: expand immersive capability across hotels to create an elevated buying experience. While adoption was not mandatory, Warwick Allerton recognized the opportunity immediately. For a property competing in a dense urban market without the backing of a major global brand, the ability to present spaces in a more dynamic and modern way was a compelling advantage.

The onboarding experience also played a role in early adoption. The on-site content capture process was efficient and minimally disruptive, and the final output exceeded the team’s expectations for both quality and usability.

Results

Despite being early in the rollout, the Warwick Allerton team quickly embedded TrueTour™ into their daily workflow, shifting from one-off tour creation to a scalable library of pre-configured room setups that can be reused across proposals. By integrating immersive 3D walkthroughs into platforms like MeetingPackage, the team now delivers tailored, digital-first proposals that allow planners to instantly explore relevant spaces without friction.

This approach has rapidly become a core part of their sales strategy, enabling faster, more targeted, and more compelling responses to RFPs. Proposal turnaround times have improved as manual work is reduced, giving sales managers more time to focus on strategy and follow-up.

At the same time, client engagement has increased. Prospects are actively interacting with the tours, spending more time exploring spaces and gaining a clearer understanding of the property. As a result, conversations move forward more efficiently, and the team is better positioned to close business by showing exactly what each client needs—nothing more, nothing less.

As Michael noted, the ability to show precisely what the client needs, without unnecessary distractions, is a major advantage in closing business.

We’re getting better and better. And I know for a fact the clients see a much better product. They’re clicking on the links because they know it’s reliable.

Summary

With a strong foundation in place, Warwick Allerton is focused on expanding its use of immersive technology. The team plans to continue building out its library of tours, incorporate new content as renovations are completed, and begin tracking performance metrics such as engagement and conversion rates tied to immersive experiences.

As their processes become more refined, the expectation is clear: faster workflows, stronger engagement, and ultimately, increased group business.

Warwick Allerton Chicago Quick Overlook

• Segment: Luxury
• Space: 439 suites, including 84 suites | 14,939 sq. ft. meeting space
• Facts: Implemented tours to deliver immersive experiences embedded directly into proposals and integrated with existing sales workflows/ platforms.