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It's a well-known fact in the travel industry that the 9-5 system is no longer the norm, and that more people than ever have transitioned to the remote work model. In fact, this shift in the workplace was first predicted in the 1990s with emerging technology that would enable people to work from anywhere. By 2022, the number of remote workers had grown to 35 million, with 16% of global companies being 100% remote, and 76% of respondents to a 2022 TravelPerk survey saying their company had moved to hybrid models.

It is clear that the ways in which business travellers traverse the globe are changing. This shift has also enabled day-to-day travellers, who were formerly restricted by the traditional 9-5 office job, to gain newfound freedom to work and travel to their desired destinations. Consequently, this transition is significantly impacting both business and leisure travel, and shows that the underlying dynamics of these dynamics are becoming increasingly intertwined.&nbsp;

In light of this, it is essential that you as hotel owners are equipped to adequately provide for the evolving needs of remote workers. One of the best ways of doing so, is by working with a global hotel distribution provider like us, at Hotelbeds. With a widespread network within the travel industry, we facilitate effective and successful connections between travel suppliers, and travel buyers everywhere.

As well as our key insights into changes in the industry itself, our expert teams are abreast of changing demands that may impact your hotel(s), which means you can keep ahead of the competition and secure those higher occupancy rates.

Not partnered with us? Register your property today.

For now, let’s explore where today’s remote worker wants to travel, so that you can consider how to keep up with this fast-growing audience.&nbsp;



‘Bleisure’ Travel’s Rise to Fame

In 2022, "bleisure" travel emerged in response to the increase of remote working, as well as an uptick in the frequency of business travellers combining their work trips with leisure travel. This phenomenon was largely the result of limited opportunities made available during the height of the pandemic.

Additionally, executives at Marriott International suggested that the prevalence and growth of blended travel will endure through 2023 and beyond. It has become harder to determine if hotel guests are traveling for leisure or business purposes due to changing travel behaviours.

The long-term impact on the travel industry as a result of more blended travel means that everyone from travel providers to hoteliers will need to consider how to accommodate an audience for whom the lines between business and leisure travel are increasingly blurred.

The Best Destinations for Remote Workers

In light of the increasing popularity of remote working, it is important to consider the top destinations for this type of traveller. Nomadlist has identified its top ten destinations based on growth in popularity over the last five years. Knowing where to recommend for this all-important travel profile is key to understanding the changing trends in travel for both business and leisure travellers.

And as one of the top travel trends for 2023 for hotel owners, it’s important to know where to recommend for this all-important travel profile.

Notably, Japan has secured three of the top ten spots, indicating that it is a key destination to promote for 2023. This is especially pertinent as Japan is now open to international travelers for the first time in three years. Momondo has also compiled an interesting list of global destinations for remote workers, which includes Portugal, Spain, Germany, and Japan.

So, with this in mind, we can explore some of these destinations and why they’re popular for remote workers. Even if you are not located in these trending destinations, understanding how to appeal to the remote worker will stand you in good stead against your competition, and entice this valuable audience.



Japan

Visas available: Tourist visa&nbsp;

Recent evidence indicates that remote working is not a widely accepted practice in Japan; 10% of the workforce was observed to be engaged in remote working prior to the COVID-19 pandemic, a figure that increased to 20% during the pandemic. Nonetheless, for remote working clients seeking to take advantage of their 'work from anywhere' status, Japan is an attractive option. It offers modern infrastructure, a lively nightlife, and a vibrant culture at a price that is more affordable than many travellers initially anticipate. As such, it is a desirable destination for remote workers.

Tokyo, Japan's capital city, is a great destination for digital nomads, offering a wide range of amenities such as cafes with free Wi-Fi, coworking opportunities, exquisite cuisine, and a vibrant nightlife. Additionally, the public transportation system is quick, clean, and reliable, making it easy to explore the rest of the country.

Osaka, often cited as one of the world's most liveable cities, offers a more relaxed and friendly atmosphere than its bustling counterpart Tokyo, making it an ideal destination for remote workers seeking an urban lifestyle at a slower pace. Similarly, Kyoto, Osaka's more peaceful sister city, is the ideal place for clients who prefer a more tranquil environment. While the city has many popular tourist attractions such as the renowned Kyoto Temple, the atmosphere in Kyoto is relatively calm, reminiscent of a countryside town - however coworking places are a little harder to come by.



South Korea&nbsp;

Visas available: New workcation visa set to launch in 2023

South Korea recently announced the introduction of more expansive workcation visas for 2023 - the K-Culture and Workcation visas - which will provide foreign nationals with an opportunity to work and explore the country for an extended period. These visas may offer an attractive option for those considering remote work, as they will enable a more immersive experience of life in South Korea. While the specifics of the visas have yet to be confirmed, this promises to be a lucrative opportunity for those seeking to take their work abroad.

The Korean government has also announced plans to improve the current online travel authorization process (known as K-ETA) to make it easier for visitors to enter and leave the country.

The current movement of travellers and younger demographics wanting to appreciate and experience the culture of South Korea – termed ‘Hallyu’ – presents the perfect opportunity for you as hotel owners to accommodate long-term travellers in South Korea. Not only is this destination renowned for its vibrant culture and exciting nightlife, particularly in the capital city of Seoul, the country has plenty of cafes and shops that cater to remote workers, as well as convenient and reliable internet access. Not to mention the ease of traveling to stunning destinations like Jeju Island and Busan from Seoul using its many public transport links!&nbsp;

The integration of comfortable workspaces with accessible Wi-Fi, central locations and bustling culture hubs is important to remote workers – and so as a hotel owner its important you consider where your hotel excels in these areas, and where you may need to improve your offerings to attract this type of traveller.



Portugal

Visas available: Temporary Stay Visa (designed for digital nomads specifically)

For remote workers who have easy access to Europe (and even those who don’t, for those serious about working anywhere) Portugal is a great place to get away and experience some new surroundings while working that ‘9-5’.&nbsp;

Lisbon has become increasingly attractive to workcation travellers in recent years due to its relative affordability in comparison to other countries in Europe and its availability of internet-equipped cafes. In addition, its unique nightlife, delicious cuisine, and picturesque cityscapes speak to its reputation as a vibrant, capital European city - and it’s also one of the only European capitals to be flanked by beaches, which is a bonus for any traveller.

Plus, on the more practical side, Portugal has a NHR (non-habitual resident) program, which gives remote workers favourable tax rates during their stay in the country. Lisbon was also voted as the most popular place to work remotely in 2022, which just cements its status as one of the best cities to live and work for remote working audiences!&nbsp;



Germany

Visa options: Freelancer visa (though this does have restrictions)

When it comes to ranking factors like cybersecurity, cost of living, and digital and physical infrastructure, there aren’t many countries that can out-do Germany - especially in the battle for the title of ‘best place for remote working’ in 2023.&nbsp;

Germany, situated conveniently in Central Europe, is a haven for remote workers looking to work in an already established, thriving remote working environment. With bustling cities, coworking spaces, and a vibrant cultural and artistic capital in Berlin - Germany is a great destination for those looking for an international working experience. When it comes to visas for remote workers however, it is important to note that non-European citizens may find the process to be more challenging, as these visas are restricted to specific professions that the country deems 'liberal'.&nbsp;



Spain

Visa options: Digital nomad visa (in development), or using the Startup Act

It is easy to understand why Spain is quickly becoming one of the most popular destinations for remote workers. From Mallorca’s island-like atmosphere surrounded by the Mediterranean Sea to Barcelona's and Valencia's urban buzz, there are a variety of locations that are sure to appeal to everyone. Barcelona even made the list of the top 10 most visited locations in 2022 by remote workers, which provides ample evidence to its growing popularity. Those seeking beaches should definitely consider Mallorca, Gran Canaria, and Tarifa, while Valencia, Barcelona, and Granada offer the perfect urban experience.

As well as the bustling cities mentioned, Spain benefits remote workers who enjoy quieter locations with high-speed internet connections even in more rural towns; many of which offer original programs to attract new residents to supplement dwindling populations. As hotel owners, how might you work with local councils or ruling bodies to ensure maximum exposure?

Of course, working with experts in global distribution like Hotelbeds ensures that your hotel, no matter its location, is shown to the ideal audience at the perfect time, using our wealth of data to inform where we promote your properties. This also means that more rural properties which are still perfectly suited for remote workers still receive that all-important exposure to the right travel buyer.&nbsp;

Register your property today!

Log in to your Hotelbeds account today!&nbsp;

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USA

Visa options: ESTA for up to 90 days (multiple entry)

Of course, considering the breadth and sheer scope of the USA, it’s impossible to create a list of the best destinations for digital nomads in 2023 without including this behemoth of a continent with each of its 50 states all offering unique cultures and opportunities.

Recently, SmartAsset conducted a study ranking the top 10 best places for remote workers in the United States. From the 100 cities surveyed, Austin, Texas was the clear frontrunner. With nearly 40% of its population already working from home, Austin offers an attractive and cost-effective opportunity for remote workers with its vibrant and creative atmosphere, as well as its lack of a state income tax.

After analysing a variety of factors, including housing costs, income, unemployment and coffee shop/bar density, this survey also determined that Scottsdale and Mesa of Arizona, Pittsburgh and Philadelphia of Pennsylvania, Nashville of Tennessee, and Durham and Charlotte of North Carolina all provide excellent opportunities for digital nomads. These cities were chosen for their practical factors as well as their appeal and amenities to the travelling worker.


Of course, there are many destinations for remote workers that provide amazing backdrops during laptop time, these are just a few of the most popular!&nbsp;

To easily reach remote workers looking for their perfect home-from-home while they work, register your property today to maximise your exposure to this valuable audience. Our expert teams can also provide insightful feedback on current trends, opportunities and demands from travellers which would benefit your hotel(s).

Log in to begin maximising your booking rates by positioning your hotel(s) as an unmissable home-from-home location for this valuable remote working traveller.

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Working From 'Roam': The Best Destinations For Remote Workers in 2023

Within an industry as competitive and fast-paced as travel and hospitality, it can often be a challenge for many businesses to understand the complex nature of distribution channels, and the changing distribution landscape.
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As hotel owners this, of course, is a crucial aspect of the hospitality sector to understand and ensure is bringing the utmost benefits for your hotel. Especially considering that the global hospitality market is expected to grow to as much as $6.7 billion by 2026 according to a recent global&nbsp;report.
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So, it’s no longer enough to be competitive – as hotel owners you must remain competitive, capitalise on every available opportunity, and be as visible as possible to the right customer, at the right time, to maximise occupancy rates.
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To remain competitive and to develop a profitable strategy that works best for your hotel, it’s important to utilise technology and meet new and upcoming demands from potential guests. The best way to do this is by maximising your use of global distribution channels – such as Bedbanks, Direct Channel and Online Travel Agencies (OTAs).
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In this article, we'll have a closer look at the benefits of working with a Bedbank as a part of your wider distribution strategy, and how Bedbanks as a distribution channel offer many opportunities to boost your hotel’s success.

For an even more in-depth look at the distribution landscape and its different channels, download our guide to understanding global distribution, a free resource available at the end of this article.
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What Is a Distribution Channel?

In the travel industry, a distribution channel is a key chain of businesses and intermediaries, through which hotel rooms, travel services or products are passed through before they reach the final customer - the guest.

These channels of distribution offer their own benefits to you as hotel owners and are commonly used alongside each other, with unique weightings depending on what works best for each hotel on an individual basis.
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The most common types of travel distribution channels include:&nbsp;
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	Bedbanks&nbsp;
	
	
	Online Travel Agencies (OTAs) - such as Booking.com, Expedia&nbsp;
	
	
	Metasearch Platforms - such as Trivago, Kayak, TripAdvisor and Google&nbsp;
	
	
	Direct - often also referred to as dotcom or brand.com distribution, direct channel distribution is via the hotel’s own website, point-of-sale system, app or affiliate website
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Ensuring that you choose the right distribution strategy for your hotel(s) is vital, and can have a significant impact on your revenue. This is why today we’re having a closer look at how partnering with a bedbank as part of your distribution channel strategy can bring large-scale benefits which you may not have access to via other channels.&nbsp;
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It’s also important to remember that your distribution channel strategy needs to be constantly reviewed and updated to align with the travel industry’s changing demands. What works today may not work tomorrow, so it’s a valuable practice to ensure that you’re allocating the right capacity to each of your hotel distribution channels.
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How Do Bedbanks Fit Into The Distribution Channel Landscape?

Bedbanks form an exclusively business to business (B2B) link between travel buyers and you as hotel owners.&nbsp;
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Here is a simplified breakdown of how a bedbank fits operates as one of the most common travel distribution channels for hotels:
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	A Bedbank acts as a wholesaler, providing easy access to opaque, B2B channels.
	
	
	This includes retail travel agencies, tour operators, airlines and loyalty programmes.
	
	
	The hotelier acts as a supplier, making rooms available on the Bedbanks’ wholesaler network.
	
	
	This network is distributed to B2B buyers, and the hotel owner increases their occupancy rates as a result of increased exposure.&nbsp;
	
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Register your property with us today to access hard-to-reach global source markets and scale your success as a hotel owner.

Log in to your Hotelbeds account now to access hard-to-reach global source markets and scale your success as a hotel owner.



What Are the Advantages of Partnering With a Bedbank As a Channel of Distribution?

One of the most common challenges that many hotel owners will face is exposure to the right source markets. International travel is one of the highest earners in the travel industry, and is certainly a sector of the market that promises high revenue - for hotels that are visible.
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Here are a few insights as to how, as an impactful hotel distribution channel, Bedbanks provide many significant benefits:&nbsp;
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	Generates a high percentage of non-domestic and long-haul bookings.
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	Matches capacity with demand - dedicated account managers will assist with yield management strategies and advise on prime opportunities to sell the right room to the right guest, for the highest amount.
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	Connects offline and online distribution channels.
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	Offers easy global reach and high-value guests - often from hard-to-reach source markets that would be challenging or costly for hotels to reach directly.
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	Complements your direct channel distribution - without competing for the end customer.
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	Provides clear commission and stable conditions - which means there are no surprises for you as hotel owners.
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	Offers dedicated account managers and marketing experts - to help scale the success of your business at every opportunity.
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Maintaining a healthy distribution mix is vital to the success of your hotel, and while there is no one-size-fits-all recommendation for how to weight your distribution channels, working with a Bedbank allows you to fully realise the potential of your hotels by diversifying your channels. Apart from this, as a true ecosystem player, Hotelbeds possesses many of the Bedbank's advantages and more.&nbsp;
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Register your property with us today&nbsp;to begin diversifying your distribution channels, increasing your exposure, and maximising your occupancy rates.&nbsp;

Log in to your Hotelbeds account now to diversify your distribution channels, increase exposure, and maximise your occupancy rates.

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Understanding Global Distribution Channels for Hotels: Bedbanks

2022 was a year full of contrasting opportunities and challenges for the travel sector: from a substantial rebound in the first half of the year to economic shifts in the latter, never has there been more importance placed on keeping abreast of the changes occurring in this fast-paced industry.Now as we explore the next twelve months and all the challenges and opportunities that it will bring, we must also consider: which travel trends will define 2023, and&nbsp;who are the travellers behind the bookings?In this article, we focus on the top four types of traveller who will continue to shape the industry for travel providers and hoteliers like yourselves this year.The Gen Z TravellerAs the youngest demographic able to book their own travels (the oldest being born in 1997), the title ‘Gen Z’ represents an audience that has been largely untapped – at least, until recently. That said, there is much that we already know about Gen Z; namely, the importance of understanding their psychographics to win them over as clients.What matters to the ordinary Gen Z-er? As a generation that is most defined by its desire for equality, diversity, and continually rising climate change, Gen Z-ers will undoubtedly be considered tourists. In conclusion, Gen Z-ers will be extremely demanding tourists, but with a list of expectations to rival the most discerning travellers.Although some might unfairly view the Gen Z crowd as high maintenance, savvy advisors understand that conscientiousness is a boon. According to a study by YouGov, Gen Z-ers are likely to spend more on travel versus other demographics (followed by Millennials), while a different study suggests that they have the greatest intention of travelling internationally – even in the face of economic instability. And with long-haul destinations such as Japan and South Korea open for exploration, now is the perfect time to capitalize on a demand for far-flung escapes beloved by these fresh-faced explorers.Where you as hoteliers will succeed is by showcasing how your property caters to their ideals: flexibility, personalization (where possible), and offering appealing rates for short-term vacations over long-term deals, as it’s suggested that Gen-Z prefer multiple quick-stop visits over fewer, longer trips.This, plus being showcased in a global portfolio of ancillary products, in the hands of skilled travel providers such as travel agencies and tour operators, will help you capture the attention of this all-important traveller profile. This is where partnering with a global distribution company, like us at Hotelbeds, is so pivotal to increasing your exposure as the perfect choice for this traveller profile.&nbsp;With access to global source markets and hard-to-reach segments, our 66,000+ travel bookers get your properties into the hands of your ideal audiences, to effectively maximize your occupancy.&nbsp;Register today to begin your journey with us!&nbsp;The Luxury TravellerDid you know that 43% of travellers are planning to increase their travel budget in 2023, even in spite of a looming recession?&nbsp;Luxury travel is sure to be one of the trends that should be at the forefront of your attention as hoteliers, alongside other unmissable travel trends set to shape the industry this year. Post-pandemic, there has been a strong sense of increased appetite for travel, with 46% of respondents in a recent study by OTA Expedia stating that travel is more important to them than ever before. In times when customers are prioritizing getting away and are willing to spend more, it’s key that as hotel owners, you are seeking to get in plain sight of these eager travellers.The luxury market is most likely to remain profitable even in times of a potential economic downturn. Should you be able to target this particular sector, the rewards are undoubtedly: according to luxury service provider Virtuoso, travellers are planning to increase their expenditures by 34% in 2023&nbsp;equating to an average spending of $27,800.However, like the similarly-astute Gen Z crowd, luxury travelers are keen to express that ‘(travel experiences) that best fit [my] expectations are more important than price’ – in fact, a massive 75% agreed with the sentiment. But what exactly does that mean? Anticipated trends for the luxury market in 2023 include trips to in-demand destinations such as Japan, Italy and Montenegro; solo endeavors including regenerative yoga retreats or spa weekends; yachting holidays, cultural immersion and, as is the case with most traveler demographics, sustainable escapes.Understanding the leading trends in the luxury market for 2023 will be critical to a successful campaign, but also equally as important is knowing exactly who these luxury travellers are. According to Forward Keys, customers from the USA, Germany, and the UK are among the biggest spenders – and one of the best ways to capture their attention is to be part of the only-curated Star Collection Program.Designed to optimize the business potential of hand-picked hoteliers - whether that’s hotel chains, unique properties or multi-hotel chains - our Star Collection enhances the visibility of your property on non-competing platforms and gives you access to our global sales network. And because we partner with thousands of knowledgeable, skilled travel providers, your properties can be delivered to in-market end travellers through bespoke consultations!If you’re not already one of our exclusive hotel partners, register now today to start scaling your visibility ahead of this all-important year for the travel industry.Log in to your account now to begin scaling your occupancy rates ahead of this busy year for the travel industry.&nbsp;The Experiential TravellerIf there is one industry buzzword you’ll be unable to escape in 2023, it’s experiential.Otherwise, referred to as ‘immersion travel’, experiential travel is a type of tourism in which travelers aim to get ‘more’ from their trip, by way of more authentic experiences and engagement with their host country – whether that’s its environment or its people.So what is the appeal of experiential travel? Much like the phenomenon of revenge travel, experiential travel has gained considerable popularity and weight amongst travellers as they seek to remedy the ‘loss’ over the last few years as a result of closed borders or travel restrictions. It is evident that the global pandemic has caused a shift in priorities for many travellers as now, more than ever, they are eager to ‘feel the world’. Experiential travel resolves this desire for authentic connection, and slower-paced trips.Popular methods to regain this sense of connection include cultural immersion, food tours, wildlife encounters and active holidays – in short, travellers are seeking to awaken their senses.&nbsp;The Sustainable TravellerSustainability has been a staple of the travel agenda for some time now, including here at Hotelbeds, from the ‘Green Hotel’ filter that allows travel bookers using our booking platforms to deliver eco-hotels to their markets, to our Plastic-Free Hotels initiative and Environmental, Social and Governance (ESG) commitments, we know that our industry can be a force for good.&nbsp;With an estimated 90% of consumers actively looking for sustainable options when travelling, embracing this all-important trend is going to be key to the survival of our planet, and the success of your business.Defining ‘sustainability’ and delivering on its many facets is a challenge that many organizations struggle with. However, to improve on the universal understanding of what sustainability really means, one of the best and most appropriate ways to do this is to turn to travellers themselves, as they are shaping the industry with their expectations and booking behaviours.According to TripAdvisor, one of the 5 most common points in customer reviews for 2022 referred to the elimination of single-use plastics, providing evidence that this is an absolute priority for travellers. That being said, sustainability isn’t just limited to solar-powered hotels and plastic-free initiatives; being truly sustainable refers to the ways that the travel industry as a collective is able to support local economies by engaging with communities. It refers to the responsibility of the industry to change the ‘norms’, and provide ground-breaking ways for travellers to experience the world without contributing to climate pressures.Consider how you as hoteliers are working within the area local to your properties - whether you have a unique location or operate in multiple destinations - and how you’re also offering eco-friendly schemes for your employees, not just the final traveller.&nbsp;While there is a notable increase in luxury travellers who can comfortably afford the higher price tag that comes with industry-leading sustainability; are you also catering for travellers who want to make good decisions but are restricted by where their wallet can take them?&nbsp;It’s key that you’re keeping ahead of your competitors when it comes to sustainable focus - especially considering that sustainable travel is not only a fast-growing and impactful trend, but also necessary to ensure the longevity of the travel industry.&nbsp;We hope that this has been an insightful article, and that you’re feeling more inspired than ever to tackle 2023 travel and attract the right customers to your properties. Starting 2023 off by catering for these all-important traveller profiles is a key way to securing your bookings and capitalizing on increasing demand. And we’re here to facilitate that as your travel partner!Ready to secure those 2023 bookings with us? Register your property today.Ready to secure those 2023 bookings? Log in to your account.&nbsp;

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The 4 Types of Traveller That Must Be on Your Radar in 2023

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Wondering how to put your hotel on the map in 2023? We've compiled a list of key dates and events in the 2023 calendar to help inspire your travel marketing efforts, and to attract a wealth of travelers in the era of 'revenge travel'. Save this page as a bookmark to use as a reference over the next 12 months.

As an additional resource, get an even more in-depth look at some of the most impactful travel trends of 2023&nbsp;in our free guide&nbsp;and use this alongside our key events for this year to ensure you capitalise on every available opportunity.

KEY DATES FOR YOUR 2023 TRAVEL CALENDAR



JANUARY

1st - New Year's Day, Global

The event has come and gone, but there's still time to take advantage of the 79% of travelers planning at least two leisure trips this year and make the most of their New Year's resolution to 'travel more'. Offer special packages and promotions to cater to the afterglow of celebration that your potential bookers may still be feeling.

22nd - Chinese New Year, Asia

Chinese New Year is a significant holiday celebrated worldwide. This year, the event fell on January 22nd and marked the the Year of the Rabbit. Next year will be the year of the Dragon, so consider incorporating dragon motifs and symbols of Asian festivity, like fortune-telling and fireworks, into your marketing efforts (or even your hotel's decor) to attract guests of Chinese heritage and those interested in the culture. If your hotel has a restaurant, you could also offer special menu items like spring rolls and noodles to add to the festive experience.



FEBRUARY

12th - Super Bowl, United States

The highly-anticipated Super Bowl came around again on February 12th in Arizona. With the NFL season in full swing and superstar Rihanna having performed during the halftime show this year, this event always attracts a large crowd. It is estimated that 1 in 5 Americans may call in sick the next day due to 'football fever.'

The event is said to bring in an estimated $300-$400 million for the host city and, as a hotel owner, you can capitalize on this event by offering packages for friends and family to enjoy the ultimate Super Bowl experience.

14th - Valentine's Day, Global

Valentine's Day is a prime opportunity for hotel bookings.&nbsp; Encourage your guests to make their stay even more special by offering additional experiences such as dancing or cooking classes. Other ways to appeal to the amorously inclined include room upgrades with amenities like flowers and a complimentary bottle of wine, in-room dining or candle-lit dinners, or couple's experiences like spa treatments and massages.

17th - Rio Carnival/Carnival, Americas and LATAM

The Rio Carnival, held annually in Rio de Janeiro, Brazil, is a major attraction that draws millions of guests and participants, including hundreds of thousands of international visitors. This spectacular festival features colorful parades, intricate costumes, upbeat music, and energetic dancing, offering a unique cultural experience for locals and guests alike to fully immerse in Brazilian culture. To maximize the experience, consider offering packages for guests to arrive in Rio de Janeiro before the festivities begin to explore the city's beauty.

Alternative Carnival celebrations are held globally in destinations such as those in New Orleans, the Dominican Republic, and other areas with Latin communities. Hoteliers can&nbsp; offer a customized experience by arranging local tours, offering traditional Brazilian cuisine and drinks, and promoting the vibrant atmosphere of the carnival to entice guests to book.



MARCH

8th - Holi, Asia

The Hindu festival of Holi is a vibrant celebration of color and cultural traditions held in India and Nepal around the beginning of March. As the festival marks the beginning of spring, it's an opportunity for Hindu communities to come together and forget any grudges, celebrating with food, music and lively activities.

For hotel owners, offering packages that include cultural tours, traditional food experiences and proximity to Holi celebrations can be a great way to attract guests and offer them an authentic cultural experience.

17th - St Patrick's Day, Ireland

St Patrick's Day is a public holiday in Ireland, with thousands of visitors flocking to cities like Dublin to take part in festivals, parades and cultural tours. Celebrations of St. Patrick's Day also occur in the United States, with many planning gatherings, parades and special events.

For hotel owners, offering packages that include proximity to St. Patrick's Day events, traditional Irish food experiences, and tours of historic Irish landmarks can attract guests and showcase the famous Irish hospitality.

22nd - Ramadan, Global

Ramadan is a month-long religious observance for Muslims, where they abstain from food and drink during daylight hours. The end of Ramadan is marked by the three-day festivities of Eid-ul-Fitr and is a time where many Muslims travel to be with their families.

For hotel owners, offering special packages and promotions well in advance of Eid-ul-Fitr can attract guests at a time where bookings are likely to be in hot demand. Marketing these offers effectively, highlighting the convenience and proximity to family-friendly activities, can make your hotel a popular choice for travelers during this time.



APRIL

8th - Hana Matsuri, Japan

The re-opening of Japan in 2022 has sparked interest in travel to the country, with many tourists adding it to their 'revenge travel' list. Hana Matsuri, also known as cherry blossom season, is a particularly popular time to visit, with cities like Kyoto, Himeji, and Tokyo being top choices for viewing the blooms. However, other destinations like Kawaguchiko and Kushiro offer off-the-beaten-path experiences that are just as beautiful and budget-friendly. To help guests plan their trips, hotel owners can keep an eye on the Japanese Weather Association for sakura bloom forecasts, as the season runs from March to May.

Hoteliers can attract tourists to their property by highlighting the beauty of Hana Matsuri and the best spots for viewing cherry blossoms. Offer seasonal packages that include tours or experiences related to the event, provide guests with information about local festivities and events related to Hana Matsuri, and consider partnering with local travel companies to offer discount packages for travelers visiting during cherry blossom season. If your hotel has an on-site restaurant, consider switching up its menu to take advantage of the season: cherry-blossom flavored or themed dishes/drinks are sure to go down a treat!

9th - Easter, Global

Easter is not typically a reason for travel, but it provides a window of opportunity for hotel owners to engage in seasonal marketing. To encourage bookings, consider offering secret discounts or unique promo codes, or hosting special events related to Easter. For clients based in the UK, it's important to note that Easter is celebrated over a four-day weekend this year (April 7th-10th), making it an ideal time for a quick getaway.

13th - Songkran, Thailand

Thailand's natural beauty, delicious cuisine, and rich culture make it a popular destination for tourists from around the world. Songkran, a celebration of the Buddhist new year, offers a truly immersive cultural experience for guests. The three-day event involves cleansing rituals and an enormous water fight that is sure to be a memorable experience. The biggest celebrations take place in Bangkok, and hotel owners can suggest a tour of the capital's major sights to round out the trip.



MAY

3rd, 4th, and 5th - Golden Week, Japan

Golden Week is a term that refers to a series of consecutive holidays in Japan, which takes place from April 29th (Showa Day) to Children's Day (May 5th). During this time, many Japanese citizens travel, making it a busy period for tourism in the country.

Hotel owners can capitalize on Golden Week by offering early bird specials for those booking in advance, highlighting the beauty of cherry blossom season (which may still be ongoing, depending on the region) and offering packages that include tours and experiences during the celebrations.

6th - Coronation of King Charles III, UK

The coronation of King Charles III is a rare and historic event that is likely to bring a surge in tourism in the UK. British citizens and anglophiles from around the world will want to witness the event, which takes place on a Saturday, followed by a bank holiday on the 8th. Hotels that are on the procession route will likely do well for bookings (be sure to market your property as a vantage point!) while others should lean fully into British culture: consider serving cream teas to your guests, or decorating with bunting in light of the occassion. Discounts for three-day stays will appeal to price-conscious guests; meanwhile, offering packages that include tours of historic and cultural sights in London can also help attract more guests.



JUNE

All month – Music Festivals, Europe

June marks the beginning of summer in the Northern Hemisphere and is a great time for music lovers to attend outdoor festivals. Europe boasts renowned festivals such as Primavera Sound in Barcelona, Glastonbury in Somerset, and Rock am Ring in Nürburgring, attracting music fans from around the world. As a hotel owner, this presents a unique opportunity to target these travelers and offer them comfortable accommodation during their festival visit.

As well as positioning your property as an ideal place to stay, outlining activities near the festival or offering packages with festival tickets and transportation will help to enhance your guests' experience.



JULY

4th – Independence Day, United States

Independence Day is the quintessential American holiday celebrated with family reunions, fireworks, parades, political speeches, and sporting events. According to a Skift report, 55% of American adults had plans to travel for the Fourth of July weekend in 2022, and the number is expected to rise in 2023.

As a hotel owner, this is a prime opportunity to attract domestic and international travelers looking to experience the American dream. Offer packages with transportation and tickets to popular Independence Day events and promote your hotel's proximity to these events. Where possible, upsell additional services like car rentals, airport transfers, and activities to make the trip more convenient for guests.

20th – Women’s World Cup, Australia and New Zealand

The Women's World Cup is one of the most-watched sporting events in the world and is expected to bring a boost to the tourism industry in Australia and New Zealand. The recent World Cup had major economic benefits for its host country, Qatar, and the United Arab Emirates, which saw a 42% increase in hotel guests in 2022 - so what's to say the Women's World Cup won't be a similar success?

As a hotel owner in Australia or New Zealand, you should promote your hotel as the go-to destination for World Cup fans. Offer packages with tournament tickets, transportation, and activities to create a complete World Cup experience for guests or, if you have the facilities on-site, consider airing the match live for guests to enjoy in the comfort of the hotel. Sports events bring people and cultures together, so be sure to highlight the sense of community and festivities surrounding the tournament to attract guests.



AUGUST

Throughout the month - Hanabi (Fireworks Festivals), Japan

Attendance at Hanabi fireworks festivals across Japan is a must for those looking to immerse themselves in Japanese culture. The dazzling display of colorful fireworks and traditional Japanese music and food creates a lively and captivating atmosphere. This is a great time for guests to visit various parts of Japan and take in the beauty of its culture and tradition, and hotel owners can appeal to guests by offering unique experiences and amenities related to the event. If your hotel is in a location close by to the festivities and has rooms with a balcony, consider selling these rooms as the perfect vantage point for firework viewing.

19th -&nbsp;World Photography Day, Global

Travel and photography are intertwined, as evidenced by the popularity of photography-related hashtags on social media. Tourists love to capture their special moments, from their first family vacation with a newborn to a once-in-a-lifetime safari.

For hotel owners, World Photography Day presents an opportunity to gather user-generated content. Encourage guests to share pictures from their stays with you and consider featuring them on your website or social media. You could also run a photography competition, where the winner receives a discount on their next booking. This will not only showcase your hotel but also help to build a positive reputation and encourage repeat bookings.



SEPTEMBER

21st - Oktoberfest, Munich

Oktoberfest in Munich, Germany is a world-famous celebration of German culture that features delicious food, live music, and plenty of beer. Visitors can enjoy carnival rides, games, and immerse themselves in the joyous and festive atmosphere of the event. To encourage bookings from guests, hotel owners in Munich can offer package deals that include Oktoberfest tickets, traditional German food and drinks, and cultural activities for guests to fully experience the festivities.

29th - Mid-Autumn Festival, Asia

The Mid-Autumn Festival, also known as the Moon Festival, is an important celebration in Chinese culture. This year, the event takes place on September 29th. With a history of over 3000 years, this festival is a significant time for both domestic and international tourism in destinations such as China, Hong Kong, Taiwan, and Macau. Hotel owners in these areas can enhance their guests' experience by offering cultural activities, such as lantern making and street performance tours, as well as offering traditional mooncake treats and souvenirs. Additionally, hosting festive events in the hotel, such as mooncake tasting or a lantern-lighting ceremony, can also appeal to guests and encourage bookings.



OCTOBER

31st - Halloween, Global

Halloween is a perfect occasion for hotel owners to entice travelers and offer a one-of-a-kind vacation experience. Encourage your guests to celebrate Halloween in a unique way by transforming your property into a 'haunted' hotel or partnering with tour operators to secure tickets to a theme park, such as Universal or Disneyland (both of which transform for the season).



NOVEMBER

1st - Day of the Dead, Mexico

The Day of the Dead in Mexico is a colorful celebration that offers tourists a chance to experience Mexican culture and traditions. The holiday, which honors the dead with altars, traditional food, and lively parades, creates a rich and vibrant atmosphere that your guests can immerse themselves in. Providing local information for your guests to get involved with Day of the Dead festivities will go a long way to making their stay a memorable one, and will also help to support the community.

24th - Black Friday, Global

Black Friday provides an opportunity for hotel owners to attract travelers by offering deals and promotions. Take advantage of this commercial holiday, along with Singles Day, Buen Fin, and Travel Tuesday, to create attractive offers and campaigns on social media.



DECEMBER

25th – Christmas Day, Global

The holiday season is a busy time for tourism, with people looking to spend time with loved ones and create special memories. This is, predictably, an expensive time for travel (least of all for flights!), so to ensure that you remain appealing to your potential guests, be sure to market festive stays ahead of time. Decorating your hotel's lobby in line with the season will ensure a memorable and cozy stay for your guests; take things to the next level by offering a traditional Christmas dinner or seasonal treats in your on-site restaurant (if you have one).

31st - New Year's Eve, Global

And so the cycle begins again!&nbsp;New Year's Eve is a popular time for travel, as people look to start the year off with a bang. Treat your guests to an experience they'll never forget by providing entertainment, activities and dining options; decorate your property with sparkly, festive decorations to create a celebratory atmosphere; suggest places for guests to celebrate the countdown or, alternatively, offer a complimentary bottle of champagne (or similar) so that your guests can ring in the New Year in the comfort of your hotel!

&nbsp;

Ready to distribute your property to the world’s largest network of B2B travel buyers? Register today - it’s free, easy,&nbsp;and only takes a few minutes.


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Key Travel Dates and Events for 2023

As the travel industry begins to rebound in 2023, hotel owners and administrators need to stay informed about the latest trends to ensure they are positioning their properties and services in the best way possible. In this article, we'll have a look at some of the most important travel trends for 2023 and provide insights and tips on how hotel owners and administrators can make the most of them.

For a comprehensive overview of the travel behaviours we expect will shape the year to come, we’ve compiled a summary of 2023 travel trends for hoteliers in a downloadable guide, designed to ensure you capitalise on every opportunity and scale your success.

Here are just a few of the predictions and insights that we think will be pivotal for the year ahead:



Sustainable Travel

Sustainability has been a growing concern in the travel industry for the past few years, and it's expected to be even more important in 2023 and beyond. As travellers become more aware of the environmental impact of their travel choices, they are looking for ways to reduce their carbon footprint and support sustainable practices.

For hotel owners and administrators, this means finding ways to promote sustainable practices and attract eco-conscious travellers. Some ways to do this include:


	Offering eco-friendly amenities such as reusable water bottles, low-flow showerheads, and energy-efficient lighting.
	Implementing recycling and waste reduction programs.
	Supporting local conservation efforts and promoting sustainable tourism in the surrounding area.
	Offering packages and activities that promote sustainable experiences and transport options.


&nbsp;

&nbsp;



Revenge Travel

After long periods of travel restrictions, travellers are determined to get out and explore the world again and pent-up demand promises to boost bookings for the whole industry. This demand is being dubbed ‘revenge travel’ and it’s expected to be a major travel trend in 2023.

For hotel owners and administrators, this means adapting to the needs of travellers who are looking to make up for lost time. Some ways to do this include:


	Reevaluate your partnerships with local communities to offer packages and activities that align with ‘bucket list’ aspirations.
	Offering flexible cancellation policies to accommodate last-minute changes.
	Providing information and resources on local activities and attractions to help travellers make the most of their trip.
	Offering packages and deals that make it easy for travellers to book multiple nights or activities.


&nbsp;



Luxury Travel

Did you know that around 43% of travellers are planning to increase their budget in 2023? And when considering the luxury traveller, this is no small increase to spending. Hotel owners and administrators can capitalise on this trend by offering high-end amenities and experiences that cater to the demands of those seeking to awaken their senses in style this year.

Here are a few of the ways that hotel owners can attract and cater for luxury travellers in 2023:


	Scale up your customer service and offer bespoke, personalized experiences to guests&nbsp;
	Consider how you might accommodate increases in specific luxury travel, such as yachting, luxury wildlife explorations, and even conservation programs to affluent travellers looking for once-in-a-lifetime trips.
	Offer luxurious amenities such as spa services, private balconies, and in-room fireplaces.


&nbsp;



Bleisure Travel

A combination of business and leisure travel, ‘bleisure’ travel took off in 2022 and is expected to remain at the forefront of 2023 travel trends as the line between corporate and leisure travel continues to blur for many of today’s travellers.
But it’s not only remote workers who are changing their travel behaviours - business travellers are also capitalizing on this trend and extending their trip lengths to capitalise on time out of the office.

It’s important that you consider how to cater for this fast-growing travel trend, such as:


	Ensuring you offer rooms and spaces with high-speed internet connections.
	Considering how your hotel rooms can accommodate travellers looking to work, as well as relax, during their stay.


&nbsp;



Destinations Hoteliers Need To Watch in 2023

It’s crucial that as a hotel owner you’re considering where your perfect travel customer wants to visit, and how you can accommodate these behaviours for the year to come. Drawing the right traveller at the right time is only possible if you understand what today’s traveller is seeking.

From tourists seeking ‘bucket-list’ experiences and long-haul trips to destinations like the Great Barrier Reef, or Killamanjaro, to travellers seeking immersive stays in some of the most visually captivating locations around the world, the trends of 2023 are set to benefit hotel owners who monopolize on the needs of today’s traveller.&nbsp;

Whether you’re a luxury hotel who can offer an immersive, restful trip to your customers, or you can provide activities and experiences for the curious, conscious traveller, understanding which destinations are top of mind for today’s traveler is key. This allows you to attract your ideal traveller and provide the experience they’re after.

For more insights on 2023 travel trends and inspirational pointers for how you can cater to these as hotel owners, download our guide&nbsp;to see where we think travellers want to go in 2023, and the activities and experiences that are shaping 2023 travel.&nbsp;

We hope you find our predictions and insights beneficial to navigate the year ahead, and ensure a successful 2023 for your property.

Are you ready to distribute your property to the world’s largest network of B2B travel buyers? Register your property today for free, and start maximising your success as a hotel owner.


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Travel Trends for 2023: Insights and Tips for Hotel Owners

The hotel distribution landscape is complex and continually changing. With new technology, competition stiffening and the needs of guests evolving, getting the right distribution mix is more important than ever. However, many hoteliers struggle to understand the intricacies of all the options available to them.

What’s inside:

The distribution landscape

Starting with the basics, learn precisely what is a distribution channel, and how the internet and online distribution has blurred the lines between offline and online. Get an introduction to yield management and its importance in maximising profit.&nbsp;



The different channels available to you

From your direct channel to OTA’s (online travel agents) to B2B bedbanks, get an in-depth look at each hotel distribution channel. Learn all the advantages and disadvantages of working with them, how to successfully optimise each channel, and the considerations you need to take when working out the perfect distribution strategy.



The B2B distribution landscape

The B2B hotel distribution landscape is vast and wide, with many options available to hoteliers. Discover the leading players of each channel, and how bedbanks are the bridge between you and international guests from segments such as airlines and points plans that are unreachable through other channels.



Hotel distribution challenges

Get insights into the distribution challenges facing hoteliers and how Hotelbeds is leading the way with new technology, processes and analytical capabilities to ensure alignment to our hotel partners’ rate strategies. You also get our top tips and predictions for hospitality trends for the next 12 months to help you stay ahead of the curve.

&nbsp;

To learn how you can maximise occupancy and RevPAR, download your copy of our eBook now.


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eBook. How Bedbanks provide incremental growth

Bringing guests from abroad can be challenging for every hotel, but these clients are arguably the most profitable ones, and therefore attractive to target. By analyzing data you can have a better understanding of the different source markets and which of them can bring the most valuable guests to your door.

The opportunities and challenges of targeting international guests

As we wrote about in our article about the value of international guests for hotels, there are several good reasons why your hotel should focus on this segment:


	They have a bigger budget and stay longer&nbsp;
	International trips are not as frequent as domestic ones, but as a result an international traveler’s average budget per day is often much higher.
	Longer lead time and lower cancellation rate
	Due to the effort and budget behind an international trip, the guest is less likely to cancel, and more likely to book in further in advance. This gives you the safety of having a good base of occupancy so that you can be creative with your rate strategy for bookings with shorter lead times.
	They are likely to spend more on-site
	Long haul travelers are more likely to want maximum comfort during their stay, which makes them a much better target for upselling and cross-selling strategies.
	A wider audience will give you more opportunities to recover from difficult situations
	In the case of unpredictable situations, being able to reach out to a global and wider audience can be a decisive advantage. Every hotel’s survival chances to navigate through adversities are much higher when their potential customer base is global, and not just local.


However, targeting international audiences does present some challenges:


	Language barrier
	Determining the best language to communicate with your target can be tricky. Even if English can often work as lingua franca, customized ads, marketing materials, and multilingual staff members for target languages can put you on the front foot!
	Communication channels
	The internet has made it much easier to reach out to people on the other side of the globe, but that doesn’t mean everyone is using the same channels to gather information and engage with each other. Take the time to research where travelers from your target markets are hanging out online.
	Different habits
	Another key challenge of welcoming international guests is the diversity of habits and behaviors of each culture. Making sure that you're ready to host and make every guest feel comfortable can be difficult if you have limited information about your audience.




Through Hotelbeds’s network of travel agents, you can widen your global reach, and communicate directly to new potential customers everywhere in the world, with a partner that speaks the local language and knows the market. Check our article about the benefits of selling your rooms via travel agents.

&nbsp;

The importance of geographical segmentation for your hotel

In light of these opportunities, and overcoming the challenges, segmenting your audience and defining your targets, is key to your hotel’s success.

By using data to analyse the best performing markets for your hotel, correct segmentation can have a positive effect on your hotel’s yield.

More effective tailor-made marketing strategies

Knowing where your audience is coming from can be a great advantage! It allows you to know which language they speak, and to create advertising campaigns for specific markets. This allows you to deliver a message that is more engaging and resonates better.

Improves the return on your marketing investments and boosts your revenues

Investing in campaigns and in communication for a tighter audience is cheaper, and if you target the right segment correctly, your investment will have a much higher return.&nbsp;

Data-driven market analysis can provide your hotel with insightful information about what’s the ideal target audience for your hotel.&nbsp;

With more information on your audience, you can improve their experience

Knowing what’s the origin country of your guest can give you valuable information to make their experience comfortable and personalised from the very first moment.&nbsp;

&nbsp;

Find out more

To deep dive on how different channel distribution strategies can improve your hotel’s performance, check out the Hotelbeds guide to hotel distribution in 2020.&nbsp;


&nbsp;


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Finding international source markets for your hotel

Imagine if you could organize your customers into unique segments, each clearly defined by their specific characteristics and their individual buying behaviors.

What is generation segmentation?

In this article, we’ll show you how to target guests more effectively by splitting them into generational groups, each of whom have different buying habits, unique spending patterns and personal preferences. We’ll also show you how you can identify the most profitable generation for your hotel.&nbsp;

Understanding generation segmentation properly is a great way to help you to identify the most effective triggers to attract profitable customers to your hotel.&nbsp;

What makes each generation different?

There are five main generational segments recognized by marketers. You’ve probably heard of some of them already, but just to make it easy, we’ve summarized their main characteristics below:











Which are the most profitable generation segments for hotels?

Generation X (who often spend more in destination) and millennials (who travel more regularly throughout the year) tend to be the hotel industry’s most profitable generational segments. In fact, according to Boston Consulting Group, millennials will account for almost 50% of travel spend by 2020. Generation X also tends to have strong purchasing power and spend as much as 25% of their total budget on hotels. They are more family-oriented, value work/life balance and generally take around three trips per year, often around the school holidays.

TOP TIP:
Generation X is very brand loyal so consider selling your rooms via loyalty plans or points redemption programs.&nbsp;

Millennials tend to:


	Combine business travel with pleasure travel (the birth of “bleisure”)
	Search for experiences, not just accommodation.
	Be more interested in exploring the local culture than staying by the pool
	Prefer email communication to face-to-face contact
	Love reading good reviews&nbsp;


If you’re looking to cross-sell leisure opportunities, millennials are worth targeting.

Key tips for attracting millennials to your hotel

Now that we know which are the most lucrative guests for the hotel market, let's dive more deeply into some common ways to attract them. Here are a few ideas:

Last-minute offers: 
millennials are a spontaneous bunch. In a recent survey by MMGY, 49% of them reported taking a last-minute vacation in the last 12 months. They also love flash deals, so drive that business with flash sales and watch your profits rise.

Partnering with a B2B distributor: 
millennials are loyal, which is good for business. B2B distributors or Bedbanks, such as Hotelbeds, offer easy access to a plethora of points redemption schemes. These distributors can also negotiate the best deal on your behalf, leaving you free to concentrate on giving your guests the best experience possible.

Limited-frills properties: 
make sure that millennials who want to spend their money on external experiences know that your budget-friendly hotel makes an excellent basecamp for their excursions. Millennials prioritize travel experience and location over luxury.

TOP TIP:
Consider working with a business-to-business distribution partner such as Hotelbeds, who can help you to access the best travel points redemption, loyalty and employee benefits schemes from the thousands that are available across the globe.

Key tips for attracting Generation X to your hotel

Try to differentiate between being a family-friendly hotel and distributing your rooms to tour operators that offer family travel packages.
Some ways of attracting Gen X guests to your hotel could include:


	Appealing to family groups: Generation X loves family travel, so building a proper environment which includes activities for family groups is a great idea.
	Promoting family-friendly amenities and services such as pools, complimentary breakfasts and laundry facilities to make your property more attractive.
	Using activities like “kids clubs” and babysitting facilities to create memorable experiences.&nbsp;
	Offering your rooms on a family travel package: family life tends to shape the way Generation X travels.&nbsp;
	Making sure that your travel distributor is including your rooms on a travel bundle addressed to families.&nbsp;
	Promoting family-friendly packages around school calendars, since that is when many Generation X guests prefer to travel.


TOP TIP
Try working with a B2B distributor such as Hotelbeds who will connect you with an extensive network of tour operators and give you access to all their itineraries and bespoke packages
&nbsp;


	Generation X still values its travel agents: the American Society of Travel Agents says that 22% of travelers have worked with an advisor to book a trip in the past year. As more and more people rediscover their travel agents, that number is expected to grow. They understand how to pull together all the individual pieces of an international trip to make sure it is both convenient and efficient.


TOP TIP
Working with Hotelbeds you will get access to more than 100,000 unique retail travel agents around the world. You’ll never have to close individual deals with travel agencies again.

Find out more

To deep dive on how different channel distribution strategies can improve your hotel’s performance, check out the Hotelbeds guide to hotel distribution in 2020.&nbsp;

&nbsp;


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Generation X and millennials: targeting the most profitable segments for your hotel

In a fragmented marketplace, one of the major challenges facing hoteliers is ensuring distributors sell their rates according to the contracted conditions.&nbsp;
As a response to this issue, Hotelbeds has introduced a range of initiatives to safeguard rate integrity in our sector.
&nbsp;



Why is rate integrity important?

Rate integrity ensures a culture of trust in the marketplace. To guarantee competitive positioning and operational profitability, hoteliers have to ensure that the distributor is fully aligned to its rate strategy, while travel sellers need to honour contracted rates.

Rate integrity:


	Protects the trust essential to maintaining a successful marketplace
	Ensures an equal playing field for all participants
	Secures operational profitability for all parties


Misusing rates affects the whole market

A major issue for the industry is that the same room can sell at a wholesale net rate or a retail gross rate. So, trust between parties is essential to avoid channel conflicts and transactional partners attempting to gain an unfair advantage by discounting prices below the contracted best available rate (BAR).

Hotelbeds is leading the way in preventing sellers from promoting discounted prices in unapproved channels. That even goes as far as terminating relationships with repeat offenders.

“Amoma is one key example of us making sure that we’ve been significantly reducing our business with clients that hoteliers consider not to be generating value,”
Carlos Muñoz, Hotelbeds

How bedbanks promote rate integrity

Investments in technology

Through the development of new rules-based technologies, Hotelbeds is taking a leading role in identifying malpractice before it has a chance to impact the marketplace.&nbsp;
By dedicating whole teams to tracking compliance metrics and imposing stricter policies, bedbanks can prevent the proliferation of bad behaviour.

Responsible relationship management with partners

If sacrificing revenue is what it takes to rid the sector of duplicitous practice, then Hotelbeds is prepared to do that. In fact, Hotelbeds recently stopped working with companies misusing rates, which resulted in a reduction in annual sales volume of around 300 Million Euros.

&nbsp;



Strict rate integrity policies

Increasingly, bedbanks are stipulating contractual terms that prohibit their partners misusing rates. While legitimate hotel revenue management errors do occasionally occur, Hotelbeds has introduced a strict ‘three-strike’ policy for channels that consistently violate distribution rules. We proactively exclude travel buyers from our network that repeatedly violate the terms of their contract.&nbsp;

“Any online travel agent that distributes content intended for offline in an online B2C sales channel, just three times, will find themselves cut-off from distributing that hotel via Hotelbeds.”
Carlos Muñoz, Hotelbeds

What hoteliers can do to maintain rate integrity

Communicate contractual responsibility

Rate discrepancies can arise during the onward distribution of group, unbundled or region-specific rates if conditions are not stipulated early on.

That’s why defining opaque pricing agreements is crucial to avoid any misinterpretations of a contract, which could ultimately affect trust in the marketplace for all participating providers and suppliers.

Practice and monitor pricing compliance

To foster confidence in the marketplace, hotels also need to take responsibility for auditing pricing compliance. And while it’s important to assume good intent, if hoteliers do suspect rate misuse, it’s crucial to verify and identify the bad actors.

It’s worth noting that these types of violations are generally not isolated to just one property, so others are likely. And again, the knock-on effect is the erosion of trust in our industry.


The Hotelbeds commitment to detecting and deterring rates misuse

Thanks to the development of market-leading automated technologies unavailable elsewhere, Hotelbeds is able to segment and accurately monitor how contracted products are distributed. These investments in technology, infrastructure and resources form part of our wider pledge to rid the marketplace of bad practice.
&nbsp;



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Rate integrity: how bedbanks and hoteliers can maintain trust in the marketplace

Applying sound revenue management practices and having a clear idea of exactly which consumer groups drive the most value is vital to positively impact your bottom line.

But to optimize your hotel marketing effectively, you’ll need to cater for different needs and different budgets, while continually monitoring your efficiency and cost-effectiveness.

Every one of your defined market segments will contain several unique business sources and each of these will carry different costs. However, this article focuses on bedbanks, OTAs and direct channel.

&nbsp;

Weigh up the pros and cons of each channel

Hoteliers should not only know which market segments they should use to target their guests, but they should have a clear understanding of the advantages and shortcomings of each different distribution channel.&nbsp;
And knowing precisely where their guests originate gives them maximum flexibility when it comes to analyzing and managing their business.
For example, what if you could skew your audience so that:


	40% of all your bookings stay for at least six days in leisure destinations
	Your guests spend twice as much money on site
	You get bookings 55 days ahead




This is the typical profile of international bedbank customers sourced through the Hotelbeds network. And this is an audience that you can access more effectively with proper segmentation.
The better defined your market segments are and the clearer your insight into your distribution channels, the easier it will be for you to apply individual pricing per segment for successful revenue management.&nbsp;
So let’s take a look at how this all works.

What is hotel market segmentation and why is it important?

In simple terms, segmentation is the process of defining and subdividing a large homogenous market into clearly identifiable segments with similar needs, wants or demand characteristics.
&nbsp;


&nbsp;

Once done, this process allows you to offer a unique price for each segment to reflect your different customers and their specific needs. It also means you can start to define and bundle specific sales and marketing efforts in a more targeted way according to the insight you get from a thorough analysis of each segment.

Done well, this allows you to create a specific strategy, relevant to the needs of your market, leading to increased bookings, higher revenue and improved guest satisfaction.&nbsp;
Effective hotel market segmentation helps you to:

Understand who is using your property


	Where are the highest number of bookings coming from?
	Why are your guests coming to your area?
	Why are they choosing your property?


Know who your most profitable customers are


	How much does each customer pay per booking?
	How much do they spend while at the hotel?
	How long does the guest stay?


Identify business trends


	Should you focus on rebuilding lost business or refocus on a different kind of customer?
	Which distribution channels usually serve the highest-value guests?&nbsp;
	How has customer behaviour changed over the past months or years?


Target market segments

Identifying the relevant market segments for your hotel gives you a solid base for an effective pricing strategy. Effective segmentation considers different approaches to booking behaviours and how sensitive to price your customers are.&nbsp;
You can segment customers in several ways, including:


	By booking channel (retail travel agency, tour operator, airline etc.)
	By rate type (double bedroom on half-board basis etc.)
	By reason for visit (leisure or business)


Ultimately, this will help you optimize your distribution mix and manage your distribution costs efficiently while enabling you to monitor inter-channel movements from one channel at a much more precise level.

Effective channel segmentation can also help you to reduce acquisition costs through an optimized strategy designed to deliver maximum profit.

Tip
Effective channel segmentation can help you reduce acquisition costs through an optimized strategy designed to deliver maximum profit. When you work with Hotelbeds, you can rely on a dedicated team of experts to help you tailor your offers to the most valuable customers.

Take a good look at these source channels:


	Your website, direct channel
	Online Travel Agents (OTAs)
	Bedbanks


Focus on understanding your acquisition cost per customer, average booking value and ancillary spend.

Track essential metrics:


	What is the lifetime value of customers?
	Are they loyal returning guests?
	How often do they come back to the hotel, if ever?
	What is the booking lead time?
	What is the average cancellation rate?
	What is the geographic location?
	What is the average length of stay?
	Are bookings midweek or weekend?


Segmentation in practice

So what are the real-world benefits of segmentation for you?

For example, if you’d like to access higher spending international travellers, you could start by finding out which channel your preferred source market uses most often.&nbsp;

At Hotelbeds, more than 60% of our bookings originate from non-domestic source markets.

Bedbanks drive incremental high-value bookings from B2B travel trade sources such as tour operators, travel agencies, airlines and point redemption schemes. Bedbanks also offer easy access to hard to reach travel buyers from source markets that would otherwise be difficult or too costly for a hotel to access directly. See how Mandar Vaidya, CEO South East Asia &amp; Middle East from OYO Rooms, explains it.



&nbsp;

Improved understanding of guests is your key asset

If you’re looking for more control over your business, then defining your hotel market segmentation is an essential first move. Try to establish which customers are already staying and what their buying patterns are like. &nbsp;It also pays to understand their maximum budget and how they made their booking.&nbsp;

The more you know about your guests, the easier it will be to decide on the best approach for your specific business mix. It will also help you to take the most appropriate and targeted actions for your particular business mix, leading you to greater efficiency and more profits.&nbsp;

Tip
Bedbanks like Hotelbeds offer more than just a powerful hotel extranet. You get bespoke assistance from a hotel revenue expert who helps you segment and optimise your revenue strategy and maximize your yield.

Finally, if you're interested in getting access to our portfolio with over 71,000 travel distributors, register your property today for free!&nbsp;


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Hotel market segmentation: how to target your most profitable guests

A tour operator puts together holiday itineraries and creates bespoke packages by bundling the individual services which make up those itineraries. Often, these services include accommodation, local guides and transport. The tour operator then markets and sells these directly to the traveller.&nbsp;Efficient distribution partnerships with tour operators are now a vital part of any viable hotel revenue strategy, especially for those with a focus on the leisure segment. That’s why it’s sensible to review your options and to diversify your distribution strategy to include tour operators. And since each tour operator focuses on a different segment, it’s worth spending some time upfront to find the best way of working with them to get the most for your business.So, what exactly are the advantages and disadvantages of working with tour operators to distribute your rooms?&nbsp;The prosAccess to new marketsWorking with tour operators can provide you with access to markets that you can’t currently reach, including high-value guests who often book ahead, cancel less and return more often.Better forecastingIn the past, annual demand patterns for tour operators were relatively consistent. Working with tour operators can be a great way to help to improve your forecasting, allowing you to predict occupancy rates more actively and manage your revenue more effectively.High volumes of guestsTour operators can provide significant numbers of guests at one time, allowing you to sell rooms through at high volume.Zero impact on direct channelsTour operators allow you to distribute opaque rates that do not directly impact the price perception of your brand and which have no impact on your direct channel activities.&nbsp;The consAll that glitters is not always gold, so while this is a valuable channel, it’s important that you are aware of some of the potential challenges that come with distributing your rooms via tour operators:Time-consuming and unproductiveDeals must be negotiated, renewed and closed one by one. This is complex, inefficient and hard to sustain. Negotiating multiple contacts individually can be time consuming and unproductive. Bedbanks like Hotelbeds release you from this inefficiency as they act as a hub, taking care of the negotiations and giving you access to more than 4500 tour operators via one unique contact point. Working with a bedbank, you'll never have to close individual deals with tour operators again.Less control of ratesLosing control of your rates is a threat you need to be aware of when working with tour operators. May occur that tour operators don't respect your agreed conditions, unbundle your opaque rates and sell them publicly. A discount that was meant to be only for B2B opaque channels is now competing with your brand.com rates. Hotelbeds is implementing a range of initiatives to ensure our tour operators respect your rates and sell them under the contracted conditionsAll your eggs in one basketGetting the right distribution mix for your brand is vital. Giving too much volume to one individual tour operator may be a risky strategy; you might have become over-dependent over a third-party company, and you might lose control of your revenue. Hotelbeds helps to avoid this and help hoteliers to diversify your distribution pie through their extensive network of tour operators.According to Diego Fernández, corporate revenue director at Palladium Hotel Group: “One of the keys to success in the hospitality industry is to have everything in balance. If one day the basket breaks, all your eggs are out. We are trying to do the same with our distribution strategy; if one market is suffering, we know we can replace this market with another one.”&nbsp;Find out moreGet access to over 66,000 travel distributors, including 60,000+ travel agencies, 4500+ tour operators and more partners, and start boosting your occupancy! Register your property today and benefit from a wide array of services designed for hoteliers like you.&nbsp;If you’d like to learn more about effective distribution strategies, which distribution channels are best and how to get the right mix of channels in place for your business, check out the Hotelbeds guide to hotel distribution in 2020.

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Pros and cons of working with a tour operator

In the era of Free-Cancellations, securing bookings with Non-Refundable Rates (NRF) &nbsp;is becoming less and less common. As a result, your revenue team has to do their&nbsp;magic in limiting cancellations and no-show losses. Read on to learn actions you can take to reduce the rate of cancellations further:

Analyze your booking records to identify the causes


	What was your cancellation rate within the same period of last year?&nbsp;
	Which type of guests cancelled more? Where are they coming from? The&nbsp;lead time?
	Which channels are giving you more cancellations?&nbsp;


Action points to prevent cancellations

Attract non-domestic bookings. Travellers coming from abroad typically cancel less, spend more on the destination and stay longer. Start by identifying a source market that would be most interesting for you and go for it. Begin with the basics; translate your hotel info and descriptions to the local language and look for distribution channels that could reach them locally.



Send a reminder email. Keep your guests informed by email about their stay in the days leading up to their arrival, including a clear version of your cancellation policy. If they need to cancel they might advise you immediately and you’ll have the chance to resell the room.

Having a robust two-way connection channel manager, your recently released rooms could be quickly re-distributed via your distribution channels.&nbsp;

Package your offer. Bookings coming from packages have lower cancellation rates as these are packaged together with non-refundable services such as flight tickets and activities. Working with Hotelbeds you will be able to set up package offers with just&nbsp;one-click.

Overbook responsibly. Having an expected number of cancelled reservations some days prior to arrival helps you to consider your options to overbook via Last-Minute bookings. Your overbooking patterns should be closely monitored and ideally updated daily to avoid surprises that could result in an issue that would&nbsp;damage your brand.

Why do OTAs have high-cancellation rates?

Ghost bookings. In order to get a visa to enter a country, travellers may need an in-destination address that’s why some people are making a fake booking that will never be used.



Increased marketing of Free-Cancellation both ways. With the free-cancellation as the main value point, OTA’s creates a feeling of panic in the customer and push him to reserve his room NOW. Alongside this, OTAs offer to the hotel re-selling plans for cancelled bookings rather than helping to reduce cancellations in the first place.&nbsp;

They attract final guests with zero loyalty. The OTA channel usually attracts price-sensitive customers that make the booking decision based on rates. They are unlikely to repeat their booking with you.&nbsp;

Working with Hotelbeds you will get access to an extensive network of more than 100,000 unique retail travel agents around the world.

There is no magic formula for reducing cancellations but using a calculated methodology with trial and testing can help. Applying these tips daily you can - hopefully - gradually reduce the energy you waste rushing around at the last minute trying to fill the gaps left by cancelled bookings.

Find out more

To find out more about how different channel distribution strategies can improve your hotel’s performance, check out the Hotelbeds guide to hotel distribution in 2020.
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