Little Hotelier Resource Hub

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Attracting Groups To Your B&B: How To Tailor Your Offering For People Traveling Together

Thursday, April 6th, 2017

Targeting group travelers is an ideal option for your small hotel, because it allows you to maximize your occupancy with one low-cost booking.

However, it’s important to remember that group travelers have different needs than solo travelers, couples and families.

Whether you are booking business groups or family groups, you will want to know what these guests are searching for from their small hotel experience.

Why is Group Business Good For Your Small Hotel?

Group travel plays an important role in your revenue management strategy.

Group bookings are a powerful force, as it allows you to capture a chunk of travelers while only paying distribution and marketing costs for one booking.

Business groups often travel to a particular location for meetings or conferences, and may be interested in staying at your property. Family groups will book for family reunions or multi-generational travel experiences.

Travel groups, such as clubs or volunteer organizations, prefer to book authentic, local accommodations that allow them to immerse themselves in the local culture. By appealing to all of these groups, you will be able to boost revenue and increase customer loyalty.

What Are Groups Wanting From A Small Hotel?

The top features that travel groups look for in a hotel include:

  • Simple Online Booking Process
    Coordinating the logistics for group travel can be daunting, as there are many individual reservations to make for one larger group. By offering a simple online booking process through a reliable online booking engine, and partnering with online travel agents through your channel manager, you can improve your group booking rate.
  • Additional Services
    Many group travelers are looking for additional services that will make their stay easier and more comfortable. Laundry facilities and concierge are just a few options that you might consider to appeal to travel groups.
  • Gathering Spaces
    Most travel groups book individual rooms for the members of their party, but they still want to be able to gather and connect after a long day of touring or business meetings. A lounge area, outdoor garden or restaurant and bar will appeal to both family groups and business groups.

What Strategies Can You Use to Appeal to Travel Groups?

Online marketing strategies can be used to appeal to travel groups.

You may want to begin with an SEO campaign that includes targeted keywords and fresh, relevant content.

You can publish blog posts that showcase the amenities and features you offer to groups who book a stay at your property. You can edit your website pages to include valuable keywords that will increase your visibility online.

You also may want to promote your group discounts and special rates on social media, as this can generate buzz about your property.

When you implement a property management system and online booking engine complete with a channel manager, you will be able to attract travelers from a wide variety of market segments.

Travel groups often utilize distribution channels such as OTAs to find out more information about the best deals available, so it’s critical that you have a solid distribution network and easy booking process in place.

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