FILTER BY TAGS

Black Friday

Hotelier

Wholesale

This article was originally published to align with World Tourism Day, but the discussion around how tourism impacts people around the world, the planet, and the prosperity of the industry as a whole is critical to engage with on an ongoing basis.

&nbsp;

When we think about travel, and the travel industry as a whole, it’s evident that the notion of ‘being a force for good’ - allowing travel to thrive without compromising people or places - has become an increasing priority. This point is coming ever-clearer into focus as traveller profiles evolve, and as we look to the future.

This World Tourism Day, it’s even more apparent that we need to continue to be responsible. To hold in high regard the impact of travel on people and the planet, and the prosperity that comes when these factors align.&nbsp;

In fact, ‘people, prosperity and planet’ is one of the key themes of this year’s World Tourism Day; and the United Nations World Travel Organisation (UNWTO), alongside worldwide travel players, identify that travel must continue to offer opportunities for the people involved in tourism, while also continually being in accordance with the pressing sustainability goals which will allow travel and tourism to remain in existence.

But what is World Tourism Day, and why is it a great stepping stone for thought-leadership when it comes to travel?

World Tourism Day is an annual event in the travel calendar, where we - as travel players - think about the impact of tourism as a whole on the world: in social, cultural, environmental and economic ways.&nbsp;

This year, we’re thinking about what happens when travel is the force for good that facilitates many ways of travelling, and industry-wide considerations and structures, that are beneficial for the people involved at every stage, the prosperity of the industry in the long run, and the planet itself as the most important factor in this equation. Though there are countless ways the travel industry can achieve this, we think there are a number of key considerations that lend themselves to the themes for this World Tourism Day for 'people, prosperity, planet'.



Striking A Balance With AI&nbsp;

In a world where generative AI is making the headlines multiple times a week for as many reasons as there are days in said week, and carving all-new routes and paths for the travel industry to push forwards deeper into tech-focused solutions for travel sellers and end travelers alike, we think it’s important not to lose sight of the people involved in the travel process.

It’s suggested that a staggering 71% of customers expect personalised service&nbsp;and therefore personalised interactions as standard when engaging with a business, which is certainly not a figure to take lightly. With 75% customers frustrated if they aren’t offered personalised service, and 76% suggesting that receiving personalised service is a key factor in their consideration of a business, this arguably proves that human-centric communication for customers is still critical to building a positive relationship between seller and consumer.&nbsp;

For instance, the 2023 consumer research survey from the American Society of Travel Advisors (ASTA) discovered that 50% of travellers are now more likely to use a travel agent since the pandemic. While this was previously as a result of needing more information regarding changing safety protocols during COVID-19, it is now also an example of the increasing importance of this type of human-centric customer-business relationship to consumers.

However, catering to tech and AI, as one of the biggest trends in travel, is undoubtedly key for businesses who don’t want to be left behind.&nbsp;

Human-centric solutions have always been at the forefront of our business model, but it’s certainly not to suggest that TravelTech is not the way forward: with the implementation of vast metaverses available to citizens and travelers, such as the Japanese metaverse economic zone; the use of generative AI at nearly every step of the pre- and post-booking stages; the incorporation of virtual reality during the travel decision-making process seen in examples such as Hotelverse; and even autonomous taxis arriving onto the transportation scene and disrupting the traditional transfer business.&nbsp;

Technology, especially within the travel industry, is forging ahead into unprecedented areas, and it’s vital that businesses at every point in the travel ecosystem are keeping up with the resulting customer expectations that increasing implementation of technology will bring.&nbsp;

From cloud-based tech solutions and intelligent algorithms that make our booking platforms that much more intuitive, to our TravelTech Lab initiative which collaborates with the most innovative TravelTech startups to push the industry further, it’s our mission at Hotelbeds to strike a firm balance between the power of TravelTech and the connections that being a technology-forward organisation brings, but also with the significant power of keeping things grounded in human-focused connection.&nbsp;

We do this by combining the importance of offering locally-owned tours and experiences as part of our vast global portfolio, with the practice of curating and maintaining knowledgeable sourcing teams on the ground in trending destinations worldwide. This is just one of the many ways that we’re striking a balance with human-centric approach and the increasing implementation of AI and other game-changing types of traveltech.

Learn more about the TravelTech Lab by Hotelbeds here!&nbsp;



Why Do We Ask AI ‘What Is The Future of Travel?’

The argument could also feasibly be made that Artificial Intelligence is as beneficial as the people who create it, and the human input that platforms like OpenAI’s ChatGPT, Google’s Bard and Microsoft’s Bing Chat receive. So in this case, the people involved in the travel industry are still the drivers here; still the ones who don’t need to rely on asking non-sentient machines what the future of travel is.&nbsp;

We know where the future of travel is taking us - it’s into a landscape where we can protect our planet with sustainable practices, ensure that economies in destinations who rely on tourism thrive as a result of tourism that gives back, and where we as travel players need to lead the way by decarbonising operations.

To get there, it’s important that we use human initiative combined with the use of innovative TravelTech that builds better, faster connections between travel distributors and the final traveller, and between travel distributors themselves. Focusing on the people at each stage of the travel industry is just as critical as understanding how technology can help travel distributors better meet and serve the needs of travellers themselves.

There are undeniable benefits of TravelTech: virtual reality tours pre-booking and in-destination, augmented reality overlaid onto real-life destinations to offer increasingly engaged cultural experiences, better customer service thanks to AI platforms and customer-facing generative AI. But there are also the very real implications of using real-life customer data in a way that can cause friction - seen as an example recently with the use of facial recognition by an airline during the booking process, designed to discourage the use of online travel agents and third party booking platforms, and the subsequent questions of data security this raised.

So here is where alignment becomes key: human-centric industry practices, which focus on the people (whether that is the end traveller, the local economies, or the individual travel distributors at every stage of the chain), facilitated by innovative travel technology which furthers the implementation of sustainability as the core principle in the industry.

Sign up today to become&nbsp;one of our valuable clients, and join a global network of travel distributors facilitating a landscape where travel is a force for good.&nbsp;



Sustainable Travel For All&nbsp;

We’ve all seen the recent incidents where our planet continues to change before our eyes as a result of climate change - wildfires, crumbling coastlines, drought, flooding, vibrant species disappearing.&nbsp;

Naturally, the arrival of groundbreaking green technology is of course, a game-changer in this sphere, especially when as much as 8% of global CO2 emissions are produced nowadays by activities in the tourism sector - transportation, construction, catering, services, land promotion activities, etc. Green technology such as&nbsp;operational systems which control energy management; online check-in, digitised communications technology, renewable sources of energy, and artificial intelligence solutions that reduce food waste in the hospitality industry.

Of course, there is no one solution that will alter the course of climate change. But by ensuring that sustainability is the main pillar from which travel opportunities are created in line with, it's a key way that we can continue travel being a force for good not just for the planet, but for the people all over the world.

Sustainability, then, needs to champion things like:


	Renewable energy&nbsp;
	A focus on public transport such as trains, to reduce tourism’s impact on carbon emissions
	Sustainable aviation fuels
	Plastic-free initiatives in hotels, accommodation, and travel hopitality around the world to reduce plastic waste
	A reduction in the harmful impacts of cruise ship pollution by focusing on greener practices to minimise the significant damage that this industry does to the planet


&nbsp;

However, sustainable travellers are understandably choosy with where they put their money. Support will only come for travel programmes and experiences that are authentically engaged with not only a more eco-conscious way of travelling, but the local communities and ecosystems in their destination of choice.

We also have previously explored the importance of plastic-free initiatives to today’s traveller, insights into how this can become part of every travel distributors’ strategy and offering and why this is so important.

For instance, our time-saving booking platform allows travel distributors to easily filter for ‘Sustainable Hotels’, in order to more easily identify the listings that have been categorised as eco-friendly, plastic-free or renewable!&nbsp;

Sign up today to become one of many travel distributors working to promote a more sustainable travel industry!&nbsp;



Tourism That Benefits Local Communities

Intrinsic to the idea of travel as a force for good is the understanding that sustainable travel doesn’t just mean renewable energy, carbon neutral practices or reducing plastic waste.&nbsp;

Maintaining a stable, successful economy is also a large part of what we mean by sustainable travel, which is more important than ever as we consider that travellers are seeking to ‘get off the beaten path’, as this will begin to place demand on local economies that may not yet be equipped to handle higher levels of tourism.

Sustainable travel as a method is an essential factor in ensuring that local economies around the world continue to thrive off tourism, rather than facing the challenges that come with issues like ‘overtourism’ and ‘undertourism’.

Of these, ‘overtourism’ is a significant challenge faced by many local economies around the world - especially as tourist arrivals reached 80% of pre-COVID levels in the first quarter of 2023, with an estimated 235m tourists travelling internationally during that time.&nbsp;

It is most negatively impactful in destinations that were not initially designed for tourism, such as Venice, Barcelona, Bali, Greece, Rome, Amsterdam, Thailand and many more ‘hotspots’, and where an excess of people puts massive strain on the natural environments, the local economy and the people living there.

Alternatively, the opposite is also true, where ‘undertourism’ can be seen in destinations that have a higher capacity for tourism but are seeing low demand - especially post-pandemic. When travellers visit lesser-known or lesser-frequented destinations, this brings in huge revenue and opportunity for growth for the local communities, and working with local tourist boards to promote destinations that would benefit from increased exposure and tourism levels, can help to ensure you’re facilitating travel that benefits the destinations in question, rather than creating strain or negatively impacting the local communities there. This is one of the most important ways that travel can, and must, become more sustainable for all involved - not just the end traveller.&nbsp;

With regards to sustainable, ethical travel, here is where the work of organisations like the Global Sustainable Tourism Council (GSTC) is so important - and where travel players just like us at Hotelbeds can lead the way in terms of our collaboration with GSTC as we continue working closely with tourism enterprises in destinations to actively adopt recognised GSTC standards and promote sustainable tourism as part of our relationships with these stakeholders.

Discover more about our Environmental, Social and Governmental commitments here.

Another key way to create a culture of sustainable travel, for the communities in destinations themselves, is by advocating the benefits of out of season travel, or ‘shoulder’ seasons as a travel distributor. Travellers are also more engaged with slow travel and authentic experiences, and visiting destinations that are equipped and welcoming of higher levels of tourism, or visiting a destination during quieter times in the year, allows travellers to get a more in-depth look at their destination of choice, satisfying the growing need the industry is seeing in travellers for deeper connection when they travel.



Experience Tourism And Authenticity

Around 43% of global travellers are willing to spend more on trips that have a reduced impact on the environment. The sustainable traveller is not just one of the most important in the market today, considering the necessity of sustainability as a pillar within the industry, but they’re also high spending.

This, of course, is a massive incentive for travel distributors to actively accommodate and appeal to sustainable travellers because a higher spending segment means more opportunities to boost revenue during the booking process.&nbsp;

But catering to more ethical travel is key not only for the potential revenue that it will bring travel sellers, but also for the way that this brings local communities to the forefront of the experience tourism sector, just as they should be.

Many businesses are incorporating an intrinsically human element to their offerings, working with local citizens in communities supported by tourism to create authentic experiences for visitors.&nbsp;

Some tour providers, for instance, work with local hosts to offer genuine connection to travellers, inviting guests to share a meal with their hosts and learn about their culture and share their own in the process. By working closely with local communities, the money generated by tourism stays within the community where it is most needed. This therefore reduces the common occurrence of tourism ‘leakage’, where the money generated by tourism doesn’t stay within the local economy but is funneled away from the area.

Ethical tourism which benefits local communities is a sustainable model, creating an ecosystem designed to support and benefit local communities and cultural practices, furthering the stability of the local economies and ensuring that these are destinations we can continue to explore and enjoy for years to come.



Our Impact At Hotelbeds

Of course, we wouldn’t want to talk about the importance of sustainable practices within the industry that positively impact both the people involved at every stage of the travel ecosystem, and the planet itself, without taking a lead on initiatives that help to do just that.

As part of our ongoing dedication to demonstrate by action our own alignment with the GSTC’s recognised standards, and to our own environmental, social and governmental (ESG) commitments, we wanted to outline a few key ways that we are supporting our clients and partners in their aims, operating with transparency and inspire other like minded organisations to take up the mantle:


	6,855 Volunteer Hours - contributed by 701 employees
	€5,000 Raised – for Syrian and Turkish earthquake relief efforts
	25 Pallets of Clothing – collected for victims of the earthquake
	600 Room Nights – set aside to house 180 displaced Ukrainian citizens
	37,918 Properties – in our growing Sustainable Hotels portfolio
	Hybrid Vehicles – offered in more global cities by the end of 2023
	2,583 Cultural Tours – available in our Booking Engine
	1,480 Nature and Wildlife Activities – to encourage engagement with the natural world
	Safari, Reforestation and Sanctuary Experiences – available for our clients to book
	Purposeful Pause – space for employees to discuss important topics, such as financial wellbeing
	Health Month – promoting employee wellbeing via yoga sessions, meditation and more


&nbsp;

There is always more to be done, but our mission is to ensure that our actions continue to have positive impacts on the world of travel, the people involved, and the ecosystems that we want to ensure that we and the travellers of tomorrow can continue to explore.

Sign up today to become our client and take your business even further into a forward-thinking ecosystem of travel distributors!&nbsp;

Log in today to take your business even further in a forward-thinking ecosystem of travel distributors!
&nbsp;


hb-2200x500_web_header.jpg

Why Human-Centric Tourism Is So Important For The Travel Industry

It's undeniable that tourism plays a significant role in the global economy. In a world where travel is becoming increasingly accessible, statistics show that tourism will continue its strong growth in the coming decade. This power also comes with great responsibility, as it's one of the sectors with the most impact on the environment, society, and the economy.
&nbsp;

With this in mind, we celebrate World Tourism Day on September 27th. This is certainly an ideal day to reflect on the present and future of our industry, and the role we all play in creating a better world for tomorrow.
&nbsp;

This year, at Hotelbeds, we focus on sustainable tourism, a necessary discussion that will help us explore which actions we can implement to redefine our sector's future.
&nbsp;

As a hotelier, you undoubtedly play a vital role in this. That's why, throughout this article, we provide you with different recommendations on how to actively participate in sustainable tourism and lead the way.
&nbsp;



The Importance of Sustainability for Hoteliers

As we mentioned earlier, hoteliers are key players in the tourism industry. A clear example of this is when a destination becomes popular, leading hotel companies to establish themselves there and offer new accommodation options. This has a significant impact on that region in particular.
&nbsp;

That's why it's essential to consider how you implement your projects and initiatives, also from a sustainable perspective.
According to Booking.com's 2023 Sustainable Travel Report, at least 74% of travellers want travel companies, including hotels, to provide more sustainable choices. Additionally, 65% of respondents stated that they would feel better about paying for accommodation with a sustainable certification or label.
&nbsp;

Sustainable tourism and ethical hotel development are now more interconnected than ever, playing a crucial role in preserving local culture and socio-economic stability. This is why hotels are instrumental in educating guests about sustainable behaviours and adopting operational practices aligned with sustainability best practices.
&nbsp;

For instance, at Hotelbeds, we have seen growing interest and bookings from hotels that implement sustainable actions. Through our Sustainable&nbsp;Hotels Programme, we offer you a unique opportunity to showcase your sustainability initiatives, such as reducing plastic usage.
&nbsp;

Currently, there are over 38,000 properties certified as sustainable. We've also observed a significant 30% increase in bookings over the past 12 months, demonstrating the rising demand for sustainable accommodation. This represents a fantastic opportunity to position yourself prominently within our portfolio of more than 66,000 travel distributors.
&nbsp;

If you're already a Hotelbeds partner and are interested in the programme, you can easily join following the next steps:
&nbsp;


	
	Log&nbsp;into Hotelbeds Partner Extranet
	&nbsp;
	
	
	Select&nbsp;'Hotel Info'
	&nbsp;
	
	
	Click&nbsp;'About Hotel' and scroll&nbsp;to the 'Things to Keep in Mind' section
	&nbsp;
	
	
	Check&nbsp;the 'Single-use Plastic Free' box
	&nbsp;
	


If you're not yet registered with Hotelbeds, we’ve got you covered. You can register for free here and soon will have the opportunity to join the Sustainable Hotels Programme.
&nbsp;



Additionally, it isn't only guests who are becoming increasingly interested in hotels' sustainability initiatives. According to a report by HotelTechReport, investors concerned about this topic also take into account the ESG (Environmental, Social, and Governance) framework when deciding whether to invest in a property.
&nbsp;

The ESG framework helps investors better understand how the hotel company protects or neglects nature, treats its employees and the local community, and adheres to ethical business practices. Specifically, the ESG framework revolves around three pillars:
&nbsp;


	
	Environmental: Initiatives related to energy efficiency, waste reduction, and water conservation.
	&nbsp;
	
	
	Social: Company policies regarding health and wellness, diversity and inclusion, and fair labour practices.
	&nbsp;
	
	
	Governance: The company's ethical business practices, diversity of the board of directors, and adherence to laws and regulations.
	&nbsp;
	


In conclusion, it's evident that committing to sustainable initiatives is no longer an option but essential to remain an attractive choice for both guests and investors.

Hotel Sustainability Best Practices You Can't Miss

As we've just discussed, it's vital to contribute to sustainable tourism. However, many hotels still struggle with how to put sustainability into practice. Hence, below you'll find a variety of options to adopt sustainable initiatives (or continue doing so).

Transport

Transport is one of the key elements to consider when promoting sustainable practices. It's imperative to recommend, whenever possible, public transport to reach your hotel.
&nbsp;

By using options such as trains or buses, it significantly reduces carbon emissions and decreases the number of vehicles on the road, thus improving air quality.
&nbsp;

In your communication channels, such as your website, you can provide detailed information about the different transport options available to reach your property. For example, you can include links to the national/public train company's website (e.g., Renfe in Spain or FS Italiane in Italy) to help potential guests find the most convenient routes to your hotel. The same applies to other modes of transport, such as the metro, intercity buses, or local bus services.
&nbsp;



Food Provision

Within the hotel, there are also many actions you can take to promote sustainability with your resources. To begin with, in our comprehensive article on plastic-free initiatives for hotels, you can explore many ideas for promoting plastic-free products' usage, such as reusable shampoo and gel dispensers, or eliminating plastic water bottles, among others.
&nbsp;

Beyond actions related to plastic use, there are other ideas that can make a significant difference to your property:
&nbsp;


	
	If you have a buffet-style restaurant, manage your resources optimally. Promote local and seasonal products in the hotel's restaurant. If you are noticing a great deal of food waste every day, consider making donations to local food banks, rather than throwing it away. This way, you can directly contribute to your local community.
	
	Another fantastic option that can be quite profitable is partnering with companies like Too Good To Go. This is an app that combats food waste in supermarkets, bakeries, and hotels, among other establishments. Hotel chains such as Radisson Hotel Group, NH Hotel Group, and ILUNION Hotels have already established alliances, giving surplus breakfast buffet food a second chance.
	&nbsp;
	
	
	Another way to make a positive impact is by recommending local restaurants (instead of multinational chains) known for using local and seasonal products. It's an excellent opportunity for your guests to experience the region's products, discover what the region has to offer, and contribute to the economic development of the area.
	&nbsp;
	
	
	You can also consider growing your own food and having an organic seasonal garden. For example, the TUI Blue Oceanis Beach hotel in Kos offers guests the opportunity to enjoy products grown on-site at Oceanis Farm. Since its establishment in 2012, the farm has expanded significantly and now provides high-quality food for the hotel's buffet.
	&nbsp;
	


To reach as many potential guests as possible, it's crucial to effectively communicate the actions your property is taking. Make them visible on your website or in digital content created for social media or newsletters. This will let future guests know about your commitment to sustainable practices.


Promoting Sustainable Local Economic Development

Sustainable tourism also requires that you take into account the economic development of the local community where your property is located.
&nbsp;

Promoting sustainable actions should include efforts to ensure that tourism generates wealth for area residents. This can be achieved by:
&nbsp;


	
	Integrating the local population into your hotel activities, creating employment directly and indirectly.
	&nbsp;
	
	
	Establishing collaborations with local agencies, hiring local guides and native agents.
	&nbsp;
	
	
	Promoting&nbsp;staff training in your hotels to help them acquire new skills for the future, ensuring you have a more prepared and efficient team. These training sessions help create better job opportunities, as employees are taught exactly what they need to know to perform their tasks perfectly.
	&nbsp;
	
	
	Seeking partnerships with other entrepreneurs who share social and environmental values. They promote projects that add value to both themselves and their surrounding communities.
	&nbsp;
	


Several hotels have demonstrated commitment to these causes, such as the following:
&nbsp;


	
	Marriott Hotels &amp; Resorts have announced a commitment to achieve gender parity in executive roles by 2023, with 25% of executive roles held by people of colour. It's also planned to have 3,000 properties owned by women and people of colour by 2025, according to Marriott.
	&nbsp;
	
	
	As part of its RiseHY programme, Hyatt has committed to hiring 10,000 ’opportunity youth’ between the ages of 16 and 24 by 2025.
	&nbsp;
	
	
	Sol y Mar Hoteles Group has signed an agreement with social startup Gravity Wave to remove nearly six tons of plastic from the Mediterranean. They will collect and recycle one kilogram of plastic from the sea for every booking made on their website.
	



Respect for Culture, Heritage, and the Environment

One of the major challenges in the industry is that it may lead to tourist 'massification', the loss of local identity and culture.
&nbsp;

Examples of this can be seen in cities such as Venice and Barcelona, where there is an excess of tourism almost all year round. As a result, authorities have implemented various policies to regulate the flow of tourists, especially in peak tourist seasons.
&nbsp;

As a hotelier, what can you do to raise awareness among your guests about the importance of respecting local cultures and heritage?
&nbsp;


	
	Whenever your front desk staff recommends places to guests, encourage them to mention less known but still interesting options. This is an effective way to ensure that certain overcrowded spots have fewer visitors, allowing the crowd to disperse more evenly throughout the territory.
	&nbsp;
	
	
	Leverage the growing demand for ecotourism and experiences that allow travellers to connect with local traditions, crafts, music, art, and culinary practices. There's a rising trend of travellers seeking immersive encounters with local cultural heritage, contributing to the preservation of unique identities and traditions.
	&nbsp;
	
	
	Encourage your guests to learn a few words in the local language. Language is part of a destination's heritage, and it's an excellent way for guests to immerse themselves in the culture they are visiting. For instance, you could provide small cards with basic words and FAQs in the local language to give to your guests during check-in. Beyond communication, learning how to greet and express simple things like 'thanks' in the local language shows a willingness to better understand the culture and people.
	&nbsp;
	
	
	When recommending tourism companies for tours, tastings, or other activities, make sure they respect the area's natural and cultural heritage. This might include limiting the number of participants and emphasising the importance of conserving the environment.
	&nbsp;
	
	
	Avoid promoting or maintaining agreements with companies that offer experiences involving shows with animals, such as shark diving tours or elephant rides. Such practices often involve animal exploitation.
	
	Instead, consider supporting ethical animal tourism, such as rehabilitation and rescue centres or sanctuaries. These organisations educate visitors and reinvest their revenue in further rehabilitation or rescues. Look for centres that aim to reintroduce animals into the wild, as this provides visitors with a valuable educational experience and supports ethical animal tourism.
	




Final Thoughts on Sustainable Initiatives for Your Hotel

We hope this article has shed some light on how to implement sustainable initiatives that contribute to a more conscious and responsible tourism industry.

Hoteliers have a significant opportunity – and challenge&nbsp;– to be at the forefront of this paradigm shift. There is a growing interest in the sustainable tourism movement among the younger generations. This indicates the direction that guests' needs will take in the future.

As you can see, there are many options for incorporating ESG (Environmental, Social, and Governance) initiatives. Numerous hotels are already making efforts to become more sustainable and ensure ethical impacts. However, it's worthwhile to remember that it's still okay not to meet all sustainability criteria 100%. What truly matters is your intention and focus on becoming more sustainable little by little.

You can better communicate your environmental initiatives, such as plastic-free practices, to potential customers by joining the Sustainable&nbsp;Hotels Programme. If you're already part of Hotelbeds, simply log into our Partner Extranet, select 'Hotel Info,' and tick the 'Single-use Plastic Free' box.

If you're not yet part of Hotelbeds, you can join by clicking here. You'll become visible to over 66,000 travel distributors. Register today!


2200x500_web_header.jpg

Sustainable Tourism: A Hotelier's Guide to Positive Impact 

&nbsp;

In the professional world, it is a common experience to have an overwhelming workload and feel rushed. However, one aspect that is often overlooked is the stress that comes with having no business or client demands; while the chaos of constant emails and phone calls can be overwhelming, the worry of securing commissions and income is just as significant.&nbsp;

If you find yourself or your business in a slow period, we’re here to provide some insight and inspiration to overcome the slump, generate demand and bring in new clients once more.



Step One: Diagnose the issue&nbsp;

In order to effectively address any issues, it is important to have a clear understanding of the problem at hand. It is essential to determine whether your business specialises in a specific travel niche, and to evaluate which channels are being utilised - and if they’re effective - for promoting this niche in the industry.

Effective travel marketing is one of the most necessary aspects of any business in an industry as fast moving as travel, and considering how impactful your travel marketing strategy is when it comes to resolving pain points or accommodating to travel niches is one of the best ways to hone in on a select group of travellers.

If you are focused on a niche…

This can be a great advantage compared to your direct competitors, as it helps your business to stand out amongst a saturated industry.&nbsp;

In the event that your niche becomes less popular, it is crucial to diversify your offerings. While not drastically, diversifying just enough can ensure a steady flow of income during slower periods.&nbsp;

For example, if your business specialises in offering skiing packages, you could potentially attract a similar audience during the ‘off season’ by providing experiences which align with skiing, such as hiking or mountain-biking. This is of course, a more pertinent example to travel sellers who have a portfolio of ancillary products to offer; however the same strategy can be applied to all travel distributors, simply ask yourself these questions:

During the more traditionally ‘quiet’ months, how can you appeal to a like minded audience?&nbsp;
Are there other traveller types who might be convinced to purchase the packages, experiences or travel you’re offering, even if it may not be their first choice? What type of travellers are they?&nbsp;

Let’s stay with our earlier skiing package example, and expand on this. What other travellers might be interested in the destinations or experiences you’re offering, even if they’re not the type to want to take to the slopes? For instance, travellers focused on rejuvenating trips - one of the most notable current trends - might be encouraged to embark on a trip to popular ski destination Innsbruck to soak in the sauna after a relaxing day spent in the destinations’ quaint stores and snowy landscapes. This is a useful way of finding new, but related, traveller audiences to capitalise on.

If your social media strategy is found wanting…

It may not be wise to sit back and wait for things to happen. In order to gain a wider audience and increase your business's visibility, it is crucial to take advantage of social media platforms. Although it can be time-consuming, utilising social media is a cost-effective and highly efficient means of transforming your business from an unknown entity to a must-know brand. Having an Instagram page is highly advantageous for any travel company, as it provides inspiration and greatly influences booking habits. Additionally, Facebook is a crucial platform for targeting potential customers through cost-effective advertisements.

Top tip: social media is king when it comes to customer queries, and has significant impact when you’re looking to increase a level of trust!&nbsp;

With just a touch of forward-thinking, a multitude of issues can be resolved. For instance, staying in contact with past clients through automated emails can help maintain a prominent presence in their minds. During a slow period at work, it is wise to critically evaluate your business and consider the benefits from a client's perspective.

A vast portfolio is also one of the best ways to ensure that your clients find what they're looking for in the first instance, giving you maximum appeal and putting you at the forefront of their minds when they think of what travel distributors they can rely on to provide their perfect trip.

What’s more, our portfolio at Hotelbeds is more than equipped to accommodate any traveller type you believe is beneficial for you and your business, with over 300,000 hotels in 195 destinations worldwide.&nbsp;

This means that no matter which type of traveller you want to appeal to in order to supplement your bookings during the quieter months, we’re in the perfect position to inspire and excite clients with their perfect hotel.

Not one of our valuable clients? Sign up today to access our vast portfolio of accommodation.

Log in today&nbsp;to access our wide selection of accommodation in popular destinations worldwide.

&nbsp;



Step Two: Follow the data

At Hotelbeds, we understand the importance of staying on top of current trends in the travel industry. That's why we created The Compass Pro - a vaulable data insights tool that gives travel sellers a comprehensive view of the live travel landscape.&nbsp;

With this valuable resource, travel providers can easily spot lucrative opportunities and know exactly what you should be booking. Instead of spending your time searching for in-demand destinations and experiences, The Compass Pro delivers the data directly to you, so that you can work in an even more effective way.

All that's left for you to do is sell, but how?



Step Three: Put your best face forward

To generate more business, it is important to be direct and assertive. After all, as the saying goes: if you don’t ask, you don’t get.

One effective strategy is to reach out to past clients. By reestablishing a connection with a previous customer, you have the opportunity to tap into potential that doesn't exist with new clients. If your past client was satisfied with your service, you can be confident that they will trust you to book their next exciting experience.

If your business has direct contact with past customers on an individual basis, you could consider the benefits of sending a friendly email to them, simply to touch base. If your business has a specific email marketing segment set up to reach out to customers who haven’t booked in a while, a simple but effective way of ensuring you’re not turning off a potential lead with a ‘blanket’ email is to review your segmentation to ensure they're as relevant as possible, and curate a message or offer that will appeal specifically to this audience type.&nbsp;

By keeping communication personal but non-intrusive, you can strengthen your relationship with this valuable audience group, and ensure they know who to turn to when they’re ready to travel again.&nbsp;

Top tip: if your client is unsure but presents a strong potential to become a warm lead, consider offering an incentive to encourage them to take action!

While engaging with your previous clients, it may be beneficial to inquire about their willingness to provide feedback for potential clients. If a past client happens to express a positive comment during your conversation, you could politely inquire about the possibility of sharing their words on your website or social media platforms. Positive testimonials from previous clients can significantly enhance your ability to attract new business, making this a valuable suggestion to consider implementing.



Three Quick-Fire Ways To Boost Awareness

Run a competition

This is an effective strategy to boost engagement from your social media followers. Whether it involves offering gift cards or the opportunity for an exciting getaway, this method is guaranteed to generate interest. Encourage participants to tag their friends, share your content, or even mention you in their own travel photos for a chance to win!

Broadcast your expertise

Utilising platforms like TripAdvisor and Quora is an effective way to establish your expertise and promote your business. By leaving reviews or sharing valuable tips using your business name or social media handle, you can gain exposure and engage with potential customers. This is an excellent opportunity to showcase your knowledge and contribute to the community while also building your brand presence.

Follow the trends on social media

While being a trendsetter is admirable, leveraging existing hype can lead to quicker results and can significantly increase engagement. If you have an active social presence, stay alert for popular hashtags, TikTok challenges, and similar trends. With millions of users flocking to online platforms daily, your content is bound to catch the attention of at least a few of them.



Step Four: Appeal to the masses

We spoke about niches earlier, but another strategy to build demand is to become a source of information for the industry itself.

Regardless of a companies’ size, stature in the industry or history, one of the most beneficial strategies to improve not only online presence, but reputation, is by providing essential information, thought leadership, and market-specific insights. Ahead of writing these articles, it’s advisable to research your topic thoroughly to gain an understanding of competition for online space - using tools like Google's Keyword Planner or answerthepublic to understand popular search queries is key.&nbsp;

Additionally, including a link to your blog posts in your email signature can help drive traffic to your website. By implementing these strategies, you can increase the number of clicks and visitors to your site.



Step Five: Customise, customise, customise!

This final step is one that we strongly believe in, and the current statistics for customer service preferences indicate that customisation is the optimal approach. It is an effective method to generate customer engagement and establish a strong connection with potential buyers.&nbsp;

In fact, 71% of consumers expect personalised interactions, regardless of the service or product they are purchasing.

When it comes to providing a personalised experience for your clients, personalised marketing materials are the most impactful solution any organisation can think of.&nbsp;

This is also something we facilitate, with our Star Brochure. From the outset, offering your clients a bespoke travel brochure can offer enticing information about your customers' desired destination, suggest attractive hotel options, and assist in decision-making for their next adventure. With our digital Star Brochure, travel sellers can add inspiring articles, select which accommodation to showcase to your clients, and then instantly book these using integrated booking features.&nbsp;

The Star Brochure offers a wide range of customisation options to cater to your clients' specific needs, from personalised welcome messages and premium articles about their destinations to incorporating your own branding and sharing features, our brochure can be tailored to enhance every traveller's experience.&nbsp;

Plus, the Star Brochure has direct links to our Booking Engine, which offers over 300,000 hotels in trending destinations worldwide, and offering your clients a wide choice of accommodation to suit their preferences in an engaging way is one of the most impactful ways to attract a booking and foster long-term client loyalty.

&nbsp;

Sign up today to gain access to our vast portfolio and begin increasing your appeal to your all-important target audience.

Log in today to make the most of our vast portfolio and maximise your appeal to your all-important target audience.


build demand for HB header 2200x500.jpg

How To Build Demand When There Is None

Over the course of the year, occupancy rates in the travel and hospitality industry fluctuate constantly.&nbsp;

However, you don't have to accept reduced business just because it's low season. With strategic planning, you can significantly boost your success during the off-season, regardless of your hotel’s type and seasonality.&nbsp;

In this article, we provide you with several tips to overcome seasonal fluctuations and elevate your occupancy rates all year round. In addition, make sure you read until the end, where we offer you a free resource to help you improve your off-season performance.&nbsp;Keep reading!

Identify the Low Season Period

Your first step should be defining when your property is in low season. Depending on factors like weather, your geographical location, nearby attractions, the overall demand for a particular region, or other factors, the low or off-season can vary.

These factors significantly impact hotels' revenues. By keeping these patterns in mind, hotel managers can develop initiatives to mitigate their consequences.

So, how can you identify these fluctuations? Here are some ideas:


	
	Market research and trend analysis: Stay up-to-date with industry happenings to identify trends that might affect your occupancy.
	Additionally, you could get to know your guests even better by conducting surveys, for example, and find out what they look for when choosing a hotel.&nbsp;
	&nbsp;
	
	
	Historical data analysis: Examine past occupancy rates to identify patterns and predict future trends.&nbsp;
	For instance, if you notice a consistent drop in certain months, such as October and November, you can anticipate low occupancy during those months. You can use this insight to develop a strategy aimed at increasing guest bookings during this period.
	


Once you've identified your low seasons, it's time to implement various tactics to boost your occupancy.&nbsp;

But don’t apply all these tips simultaneously. Start with techniques which align closely with your needs, and then expand to others. You understand your business' strengths and weaknesses, so we recommend you act accordingly.
&nbsp;

Introduce Progressive Pricing Strategy

Depending on the season, you should implement different pricing strategies. Here are some examples:


	
	During peak season, consider premium pricing. On the contrary, during the low or off-season, contemplate applying promotional pricing rates.
	
	
	Check which room types perform best during low occupancy periods. Analyse occupancy rates by room category and identify whether higher-tier room types are lagging behind in terms of conversions.
	
	
	Also, consider offering guest-friendly cancellation policies and attractive early booking rates during the off-season. This reassures potential guests and makes them more inclined to book.
	


Maintain these policies until you achieve a relatively high occupancy rate, and then evaluate whether to retain them. While there will always be a percentage of cancellations, as long as this remains low and your hotel's occupancy rate is healthy, you can continue with these policies.



Implement Special Occasion Packages

Creating packages has several benefits: Studies indicate that guests who purchase packages are less likely to cancel their bookings than those who only reserve a room. Additionally, there’s a growing interest in unique travel experiences.

These special packages can help attract guests during the low season. Consider creating service packages that can be enjoyed within the hotel. If possible, include at least one night's stay and offer a special price when combined with other services. Such packages can also encourage guests to extend their stay.

These packages can be tailored for special dates (such as Valentine’s Day, Christmas or New Year’s Eve) or even regular weekend getaways. They can include:


	
	Spa treatments
	
	
	Breakfast
	
	
	Early check-in or late check-out to maximise their stay
	
	
	Stand-ups or comedy shows at the hotel
	
	
	Monitored dance classes
	
	
	Beer and wine tasting
	
	
	Workshops for children
	
	
	Combined accommodation and restaurant offerings
	


Rethink Your Hotel's Target Audience

During the low season, focus on different market segments compared to those in the peak season. These alternative segments can present great opportunities to boost your occupancy rates. And some of these potential market segments to explore include:


	
	Millennials and Gen Z &amp; X: These groups tend to travel consistently throughout the year. Therefore, it might be beneficial to partner with tour operators to provide all-inclusive packages for young travellers from other countries.
	
	Students in some countries, such as Spain, typically take a trip during January, when the first quarter of college ends and the second one begins.&nbsp;
	&nbsp;
	
	
	Wellness travellers: The trend of wellness travel is increasing, with many people seeking trips to improve their mental, physical and spiritual well-being, with yoga retreats or culinary wellness retreats.&nbsp;
	
	As a curiosity, most wellness travellers are women, and Forbes has compiled a list of popular wellness destinations to inspire you.
	&nbsp;
	
	
	Baby boomers: Approaching senior citizens, for example, is an effective strategy in countries like Spain.&nbsp;Thanks to the national programme ‘Imserso’, senior travellers travel within their country and Europe.
	
	This is crucial for many hotels, which profit from these travellers during the off-season or low season, since Imserso trips are conducted then. In fact, this programme was created to help hotels in low season and provide them with a regular influx of guests.&nbsp;
	&nbsp;
	
	
	Digital nomads: In our article on remote workers, we mentioned that there is an increasing trend for people to travel while working from anywhere. These travellers seek peaceful places to work. That's why you can consider creating a coworking space in your common areas with stable Wi-Fi and workspaces to attract them to your property.
	&nbsp;
	
	
	Business travellers: If your property is centrally located or near transportation hubs, you should cater to business travellers. Offer special deals for business travellers, conference organisers, and group bookings.
	


These are examples of segments to target during the low season. Depending on each segment, you can create appealing offers to entice them.



Collaborate with Local Businesses or Citizens

Invest time in partnerships with local businesses (restaurants, attractions, shops or galleries) and the tourism agency to create collaborations. Promote each other's services and collaborate on new activities.

Some collaborative ideas include:


	
	Partnering with local companies to sell tickets for spas, theme parks, museums, and outdoor excursions. Consider commission sales agreements with wholesale suppliers.
	
	
	Collaborating with associations to host various activities at your hotel, such as congresses, sports races, dance competitions, and more.
	
	
	Attracting local residents to your hotel's amenities, such as restaurants, bars, terraces, wellness centres, gyms, and pools. Offer special deals or packages to entice locals to visit.
	


For example, terraces for after-work gatherings have become popular among local workers. Some hotels even offer special pool and restaurant packages during the summer, even if they aren’t located in tourist areas.
&nbsp;

Make the most of Hotelbeds

Certainly, Hotelbeds can help you increase your occupancy rate in low season easily.&nbsp;

We aren’t just another online travel agency (OTA) and don't compete with your direct booking channel. So, what exactly do Hotelbeds do?

We provide your property access to our portfolio of 71,000+ travel distributors, including over 64,000 travel agencies, 4,500 tour operators, 1,260 affiliates, airlines and other partners. These distributors create travel packages that include your hotel.

We ensure that travel agencies and wholesalers in relevant regions are aware of your property and include it in their travel packages.

You can forget about spending time and effort on visibility; we handle it for you. Simply let us know which markets you're interested in, and we'll connect you with agencies operating in those markets. Once everything is set, we'll assign you an Account Manager who will be your point of contact at Hotelbeds.

Your Account Manager will assist you in managing market demand, selling your rooms to customers in the markets of your interest, and giving you greater control over distribution throughout the year.

And in terms of boosting occupancy while in off-season, you only need to inform us, and we'll connect you with the travel distributors that best suit your needs.&nbsp;

For example, depending on your location, if you're a European hotel in winter, you might consider targeting long-haul travellers from the Middle East seeking cold destinations for their summer.

If you're still not part of Hotelbeds, register your property today for free.&nbsp;



Hotel marketing tactics

Take advantage of the low season to review and improve your marketing strategy. Utilise different digital marketing channels to increase your hotel's visibility and reach potential guests.


	
	Ensure your website works flawlessly, and address any guest complaints or difficulties related to the booking process or user experience.
	
	Also, update website images and add videos showcasing your property and amenities to ensure that your website features current photos of the property.
	&nbsp;
	
	
	Continue to publish blog content consistently. Focus on topics relevant to your low or off-season, and create content related to your property's location or region.
	&nbsp;
	
	
	Invest in digital advertising, including Facebook/Instagram Ads and Google Ads, to enhance your presence on social media and reach a broader audience. This can drive bookings during low-occupancy seasons.
	&nbsp;
	
	
	Maintain an active presence on social media platforms. Encourage guests to share their experiences and images from their stay during peak seasons. Repurpose these images during the off-season. User-generated content can be highly persuasive.
	
	Promote your hotel's appeal during different seasons. For example, if your low season aligns with autumn, create posts showcasing your hotel's beauty during this time.
	
	Share information about local events, landmarks, and attractions in the area to provide reasons for guests to stay at your hotel. Highlight any recent renovations or improvements in your marketing materials.
	&nbsp;
	
	
	Finally, implement email marketing tactics to engage past guests. Offer discounts, special packages, or personalised perks to encourage repeat bookings. Consider creating a loyalty scheme to reward guests who stay with you multiple times. Also, reach out to past guests to promote your hotel's tranquillity and charm during quieter times.
	&nbsp;
	


We’re reaching the end of this article. We hope to have helped you come up with some new ideas to implement in your property.&nbsp;Don't forget to register today and start boosting your occupancy all year round!

&nbsp;

But that’s not all. As promised at the beginning, we have a present for you. Download this free checklist to have always at hand all these tips to improve occupancy in low season. And we've added more techniques for an extra dose of inspiration to get more bookings all year round. Get your copy now!

&nbsp;


build_demand_header_.jpg

How to Grow Your Hotel's Occupancy in Off-Season [+FREE Checklist]

… and why is it a good idea?&nbsp;

‘Hyperlocal’ was recently lauded by Phocuswire as the ‘new global’ for the travel industry, when it comes to curating experiences for travellers and the act of using informed data to do so. Hyperlocalisation refers to the use of big data and research analytics to engage with consumers in a highly specific, segmented basis, usually informed by factors such as regional preferences, demographics, and personal interests.&nbsp;

When the recommendations reflect an authentic understanding of neighbourhoods and what they offer, we call them ‘hyperlocal.’

Commonly used as marketing strategy to offer personalised marketing to customer segments as a way of increasing the likelihood of securing bookings, hyperlocalisation is something that the travel industry should be moving towards and inhabiting as a strategy as well, considering the benefits that this strategy offers to travel providers and sellers, but also bearing in mind the recent shift in consumer preferences for more meaningful cultural experiences.

As well as ‘discovering their own back garden’ as it were, many travellers are making more thoughtful decisions when it comes to where they’ll go and what they’ll do when they arrive at their destination of choice. A desire for connection at a deeper level with local communities, as a base, is calling for recommendations from travel providers that take into consideration the fact that travellers are increasingly prioritising minimising the harmful impact of their journey on the planet, local communities and themselves.

Therefore, hyperlocalising is a beneficial way of ensuring that as travel providers, you’re offering insightful recommendations that are informed by market data as well as macro and micro economic factors, and environmentalism.&nbsp;



Why Going Hyperlocal Can Be Beneficial&nbsp;

More and more people are expecting hyperlocalisation as standard.&nbsp;

Data from a Google study suggests that online searches without ‘near me’ or location qualifiers (such as postcodes or city names) have grown 150% faster than searches which include these things. Users now more readily expect Google, and therefore other sources of information and recommendations, to automatically take into consideration their location when serving them results.

What does this mean?

Geo-location tracking is something that internet users expect as a standard, in order to serve accurate and relevant recommendations whenever they’re needed. This indicates a massive shift not only in attitudes towards real-time geolocation tracking, but also the relevance and real-time accuracy of the recommendations that customers expect. This relates, therefore, to the accuracy of recommendations they receive when booking travel.&nbsp;

Travel is deeply personal, and for many it has been a chance to create genuine connection to a destination of choice; this is now more true than ever as travellers seek localised experiences, authentic connection with businesses, and informed recommendations from their travel providers.

So, what shape might hyperlocal recommendations take?&nbsp;

What Hyperlocalisation Looks Like For Travel Providers



Machine Learning, Customer Data and AI

Rapidly advancing technology such as machine learning, and real-time insights driven by AI algorithms can be used to personalise the booking process and make recommendations based on traveller preferences, and booking behaviours in a providers’ market.

This approach can not only help to streamline the booking process - for clients and providers alike - but it also improves customer satisfaction. For instance, travel companies can use machine learning algorithms to suggest local activities and restaurants based on a traveller’s past preferences.&nbsp;

Customer data is the driving force in an unprecedented level of customer service, when we think about the hyper-localisation of the marketing industry in particular. Across industries, gathering relevant customer data has been at the forefront of most challenges that marketers in general, not just travel marketers, have faced. Now, with the advancement of technology like AI, and machine learning platforms, this brings a turning point that can allow for the collection, analysis and utilisation of customer data even easier.

Of course, it’s important to remember that the advancement of technology like AI can only go so far - and has only gone so far. The benefits of AI is dependent on the people who shape this technology in the first place. We’ve recently seen first hand that platforms like ChatGPT can bring rise to questions and doubts regarding the legality, and morality of its use. AI is still dependent on the input of human knowledge.

So in this sense, travel experts working in the market, communicating with other sellers and the end traveller are still very much in the driving seat when it comes to how we move forward with providing even more individualised recommendations for travellers.

However, using intuitive booking platforms powered by effective algorithms can ensure that you’re getting the best of both worlds with efficiently ranked hotels influenced by customers’ preferences and specific requirements, and simultaneous access to a vast portfolio of accommodation which allows you to better meet traveller needs from the start.

In fact, our Hotelbeds Booking Engine offers you exclusive access to 300,000 properties across 195 countries worldwide!

Our&nbsp;Booking Engine is an intuitive, powerful booking platform which also:


	Accommodates the creation of complex itineraries
	Supports built-in cross-selling and up-selling
	Offers online assistance no matter the need&nbsp;


&nbsp;

It only takes a few moments to sign up as one of our valuable clients, to get exclusive access to a vast global portfolio of accommodation that meets every travellers’ needs.

It only takes a few moments to log in to access our global portfolio, to get exclusive access to a vast array of&nbsp; accommodation that meets every travellers’ needs.

&nbsp;

Doing so is a sure-fire way of opening up those valuable conversations that help you get insight into their specific preferences, so you can provide their perfect trip.

&nbsp;



Personalisation Is Key

Of course, the importance of personalisation can never be overstated, especially when it comes to really understanding what customers want in order to offer truly hyperlocal recommendations.

Doing extensive research and using big data have become an unspoken part of hyperlocal marketing, as customers become more and more demanding. A recent study by WeTravel found that personalisation was the name of the game when it comes to customer expectations, with around 85% of tour operator respondents suggesting that this demand had led them to offer customisation options and add ons onto their tours.

This notion of personalisation is equally important when you’re considering your offerings, how you’re meeting the needs of your customers, and also your online presence and the content or products that you’re recommending via social media.&nbsp;

Why? Because product recommendations can be put in place in real-time, on many different communication channels all at once to offer personalised recommendations using omni channel marketing. This is one of the key benefits of hyperlocalisation - the act of being at the forefront of a customers’ mind when they search for activities or inspiration in a local area.&nbsp;

Utilising big data, past customer data and current trends can inform your marketing decisions to help strategise in a way that ensures you are the travel provider offering relevant, unique and up to date content to travellers at the moment when they are most likely to be influenced by it.

Regardless of whether it is e-mail messages or visuals on a website, your product recommendations to existing or new customers should always be unique and up to date with what your audience’s expectations are at the time. This means you need to be able to control which recommendations a customer sees or is served, based on their past behaviours - utilising advanced data touchpoints to tailor your online marketing to do so is a must in this digital era, when customer loyalty depends so much on personalisation from the start.



Locally Owned Tours and Experiences As The Next Big Thing

At the heart of it, hyperlocalisation is as much about exploring that which is within, or near to, a travellers’ familiar area as it is getting into the ‘nitty gritty’ of a destination abroad.

So, with this in mind, it’s important to consider how as travel providers you’re also able to accommodate domestic experiences, with a particular focus on businesses and suppliers which are locally owned.

A recent study suggests that around 68% of global travellers plan to stay more within their own region in the coming months, and 35% have suggested that they plan to take more weekend trips - which indicates an increasing need for hyperlocal travel experiences.

One way to offer hyperlocal recommendations - while also minimising negative impact on the local communities, which is key for many travellers today - is to focus on experiences, tours, transfers and hotels which are locally owned that resonate with the specific prferences and tastes of your travellers. Not only does this boost the local economy in the area, but it also offers travellers a chance to meaningfully connect with the people in their destination of choice.

A key instance of focusing on locally run tours and experiences is that of tour operator Destinate Travel, which gives visitors to South Africa the chance to learn and share skills from locals across this vast region.&nbsp;

With a focus on ‘connecting travellers to the places, experiences and people that will guarantee holidays of a lifetime’, this is a key business model that is excelling within today’s era of conscious travel, and effortlessly incorporates the idea of hyperlocal travel.&nbsp;



Staycations and Workcations Are Here To ‘Stay’

Feeding into the idea of the importance of locally owned businesses and ‘staycations’, many hotels and travel companies began promoting this type of travel after the massive impact of the pandemic on customer behaviours and the preference to stay closer to home. And although international travel is in demand again, these behaviours are still very much prevalent within the travel industry.&nbsp;

Whether a traveller is simply looking to explore their home region in more depth, or is perhaps embarking on a workcation, within their own home town or region, many travellers are more likely to have access to a personal bank of knowledge about the area, where to go, safety information, and personal associations which will inform their choices.&nbsp;

But this does not mean that there will not be consistent demand to learn more about even the places they are familiar with, supported by the fact that domestic travel has remained popular even after global borders opened and international travel was more readily available.&nbsp;

In this sense, it’s important that travel providers are able to offer emotionally resonant personalisation to travellers, and with this a unique chance for a traveller to connect more deeply with a region they may or may not already know and love.

By using technology that offers real-time safety data, as an example, and combining this with a powerful Booking Engine can supplement recommendations made to travellers with data-rich insights at a granular level. This is where peak customer satisfaction lives!&nbsp;

Explore the benefits of our exclusive Booking Engine today by signing up as one of our clients, and begin accessing an expansive global network of properties that form perfect base points from which your clients can explore their chosen destination.

&nbsp;



How Hotels Are Going Hyperlocal

It’s beneficial to understand how hotels, whether global chains or boutiques, are accommodating to the shift in traveller preference for locally-focused recommendations.&nbsp;

In other areas of the travel industry, hotels should consider what data-led, human-informed hyperlocal insights can do for them as providers. Real-time safety data is invaluable for everything from concierge recommendations to pricing models and elasticity.

In this case, as with any recommendations that are offered to travellers, the depth of offering and the sincerity of the experience are key. Douglas McHugh, of London’s Bankside Hotel suggests that ‘guests want to feel a connection to the area in which they are staying, but not in a contrived way.’&nbsp;

This is important to remember when providing recommendations for travellers, even if these are part of a wider portfolio offered during self-booking processes. Tailoring the booking process to each customer is vital, to boost the chances of travellers securing those bookings with you, and not another provider who is offering more tailored experiences to their specific requirements.

From partnering with neighbourhood gyms or wellness coaches, offering exhibition spaces for local artists to display their work, to using local insider knowledge to influence bar, restaurant and experience recommendations to guests, or even having hotel designs that reflect the culture of the surrounding area, hotels are diving deep into the understanding that travellers want their stay to be more connected to the local area than ever and are finding innovative ways of incorporating that into their every day business structure.

There’s no reason that, as travel providers, you can’t do the same!&nbsp;



How Tourism Can Utilise Microdata&nbsp;

In today’s digital age, technology has reached a point where through the use of mobiles, wearable tech and other devices, there is a far greater degree of hyperlocality that can be identified than ever before. The use of this data to inform and inspire travellers with refined, location-specific data that has crucial details about the local communities and safety, for example, is something that can change the game of travel completely. Travel providers, car rentals, hotels, and the tourism industry at large can harness this technological power.

Apps like Google maps offer more hyperlocalised, real-time data than ever, and if the tourism industry and technology firms across the world worked in tandem, then travellers can be reliably encouraged to explore beyond their closest, most familiar destinations - incentivising and supporting the growth of local communities in a way that is sustainable, and far-reaching.&nbsp;

The combination of advanced data and the expertise of travel providers is where peak customer satisfaction lives; because after all, algorithms don’t consider the uniquely specific needs of a four-person family planning their trip to the same destination as a solo traveller. This is where travel providers and your use of customer data and localised data from geo-location apps like Google maps, can create customer experiences that go beyond what they could receive if they planned their trip alone, and it’s where the key value of travel experts lies!&nbsp;

Of course, it’s important that you’re supported by a vast global network of properties to offer your travellers - which is exactly what we offer at Hotelbeds!

Our clients get exclusive access to 300,000 properties in trending destinations worldwide, in an intuitive, powerful platform that is designed to:


	Streamline the booking process for travel provider and customer alike
	Ensure that you're able to offer the very best opportunities for your clients - based on what's trending, customer ratings, and what has the most growth potential for you.


&nbsp;

Sign up today to become our client, and let us scale your success.

Log in to your Hotelbeds account today, and start scaling your success.&nbsp;
&nbsp;


CLIENT hyperlocal bnr_2200x500.jpg

What Does 'Hyperlocal' Mean For Travel Providers? 

Long-haul travel has always played a pivotal role in the hospitality sector, contributing significantly to international market growth.&nbsp;
&nbsp;

However, the landscape shifted dramatically during the pandemic, leading to an increase of domestic travel due to varying country restrictions.
&nbsp;

Consequently, long-haul travel has been temporarily overshadowed in recent years, but now it’s time to revitalise this relevant segment for the industry.&nbsp;
&nbsp;

In this article, we present practical tips to entice more long-haul travellers to your property and boost your revenue stream. Additionally, we delve into an optimal way for establishing a strong international presence. Eager to learn more about this lucrative segment? Keep reading!

Why The Long-haul Segment Is So Important for Hoteliers

International travellers are key to the success of the hospitality industry, but catering to their needs in recent years has been complex. The post-pandemic era significantly impacted various areas, with long-haul travel being notably affected.&nbsp;
&nbsp;

But why are these markets of particular relevance to the hospitality sector?&nbsp;
&nbsp;


	
	International trips are complex to plan: They require time and a good budget. That’s why clients usually book further in advance and allocate more resources to their time in destination. This directly increases hoteliers profitability: in fact, long-haul guests tend to have bigger budgets than domestic travellers.
	&nbsp;
	
	
	Long-haul travellers stay for longer: This has a direct impact on reducing front desk costs and operational expenses such as laundry and housekeeping. In addition, having guests staying for more time amplifies opportunities for cross-selling ancillary services, including room upgrades and transportation options.&nbsp;
	&nbsp;
	
	
	Long-haul clients cancel less: And that’s a great benefit from this segment. Plus, it’s crucial to be aware of cancellation policy expectations in overseas destinations.&nbsp;
	&nbsp;
	


As stated in a report by Oxford Economics, the long-haul share is expected to exceed the pre-pandemic peak from 2027 onwards. In fact, this report highlights the relevance of long-haul visitors, which will have a stronger growth than what’s expected for short- and medium-haul trips.&nbsp;
&nbsp;

But each region is different and has its own challenges. For instance, in Europe and according to Luis Araujo, President of the European Travel Comission (ETC), it’s necessary to boost long-haul travel because there’s an increasing economic instability. Since long-haul visitors tend to spend more money, it is important to focus on reactivating this market and setting Europe as a global travel destination again.&nbsp;
&nbsp;

Consequently, dedicated efforts are imperative to facilitate the return of these travellers.&nbsp;



5 Ways To Enhance Hotel Reach to Long-Haul Travellers&nbsp;

Now that we’ve emphasised the strategic importance of the long-haul segment – and how the market is evolving after the pandemic –, let’s delve into actionable tactics to effectively attract long-haul travellers.&nbsp;
&nbsp;


	
	Craft tailored experiences: It’s essential to go extra mile to make international guests feel at ease. With travellers arriving from a very distant country, it’s essential that they don’t have a ‘cultural shock’.&nbsp;
	
	Tailored experiences addressing their unique preferences and needs are appreciated. Consider including services such as airport transfers, international TV channels, customised dining options, multilingual - and multicultural - staff, and curated city tours which&nbsp;highlight local cultural attractions.&nbsp;
	
	Related to this point, we’ve covered in recent articles the increasing relevance of sporting events tourism and film tourism, where we deliver practical and valuable tips to cater these travel trends. Capitalising on such trends&nbsp;could&nbsp;help you to&nbsp;boost the number of international travellers who come from around the world to visit a film location, specific competition, or any other topical driver for travel.
	&nbsp;
	
	
	Participate in international trade shows and exhibitions: Not only it’s important to make your property visible to the final consumer, but also it’s crucial to build relationships with key stakeholders like travel agents, tour operators, and other industry professionals.&nbsp;
	
	Identify relevant trade shows and exhibitions focused on travel and tourism in the long-haul markets you aim to target. These events are unmissable opportunities for you to expand your network, learn from the industry’s latest trends and disruptive&nbsp;technologies, among many others.&nbsp;
	
	In this regard, we at Hotelbeds have hosted our own industry-leading event since 2009:&nbsp;the MarketHub brings together top industry players from over 46 markets worldwide, and also features insights and panels from key industry influencers and leaders. Learn more about our flagship events by visiting our dedicated MarketHub website.&nbsp;
	
	
	
	
	Cultivate partnerships with airlines and travel agencies: Collaboration with industry leaders is paramount to forge partnerships with major airlines and travel agencies operating in your targeted long-haul destinations.&nbsp;
	
	Foster collaborative marketing efforts and strategic alliances, which could include joint promotions, bundled packages, and exclusive discounts that can help attract travellers who are already planning to visit the destination.&nbsp;
	&nbsp;
	
	
	Carry out digital marketing campaigns &amp; collaborations with personalities: Beyond the more ‘traditional’ options aforementioned, we can’t forget the digital realm and its huge influence.
	
	Consider investing in social media ads and Search Engine Marketing (SEM), like Google Ads or Bing Ads. In this way, you’ll exponentially&nbsp;increase the chances of being&nbsp;visible to your target audiences in long-haul destinations, as you will be fully in control to set up campaigns that reach the markets you want. Also, tailor your marketing messages and promotions to cater specifically to the preferences and cultural nuances of these markets.&nbsp;
	
	Additionally, do not underestimate the potential of influential travel industry personalities with a strong presence in your desired long-haul destinations. Map those important influencers and travel bloggers, and reach out to them to foster strategic collaborations as ‘brand ambassadors’.&nbsp;
	
	
	Join Hotelbeds’ exclusive programme for seamless long-haul market access: As TravelTech leaders, we offer an array of services to significantly grow your business.
	
	Specifically, we want to delve deeper into our Strategic Partner Agreement (SPA), an&nbsp;ideal opportunity for&nbsp;hotels willing to open to new markets.&nbsp;Keep reading!
	



What Can You Take From The SPA programme?

Our exclusive Strategic Partner Agreement caters to a select 5% of properties, enabling us to work closely with you to increase your bookings.&nbsp;
&nbsp;

In practice, our SPA programme offers unique benefits which will elevate your sales revenue while targeting long-haul markets. Here’s a glimpse of the main advantages for your property!

Reach high-value clients from long-haul markets

To begin with, we deliver your properties to high-value clients that come from long-haul markets. These customers spend more, stay for longer, cancel less and book further ahead. You’ll have access to over 66,000 travel distributors from 150+ source markets.
&nbsp;

Additionally, you won’t compete with OTAs like Booking.com nor Expedia to attract local travellers. With the help of our exclusive programme, you’ll get higher-value customers.&nbsp;
&nbsp;

Some of our strategic partners include British Airways, American Airlines, LoveHolidays, easyJet, TUI, The Lotus Group, Europlus Group, HaysTravel and Viajes El Corte Inglés.
&nbsp;

We highlight the quality of our network, as our high-value clients book early – 35% of bookings are made more than two months in advance. And 75% of our High Value Clients are from long-haul and intra-region source markets.&nbsp;
&nbsp;

Besides, thanks to our data analysis tools, we know that our clients book for an average&nbsp;5 night&nbsp;length of stay, and cancellation rates sit at just&nbsp;27%, compared to&nbsp;OTAs' 65.5%.&nbsp;
&nbsp;

Gain preferential exposure across our channels and Sales calls

Benefit from preferential exposure across our channels and priority positioning in Sales calls.
&nbsp;

Your properties will participate in marketing and promotional campaigns. Provided that certain conditions are met, you'll be featured on our exclusive, custom-built Star Collection microsite as well, which will give you access to items such as hotel promotion, prioritised ranking, training on emerging markets and loyalty points multipliers.&nbsp;
&nbsp;

You’ll also have the opportunity to opt into&nbsp;our Star Brochures resource, distributed among 60,000+ travel agents and their 100,000 travel bookers.&nbsp;
&nbsp;

And don’t forget that the SPA Programme will double your positioning on Hotelbeds’ algorithm, ultimately increasing your visibility.&nbsp;
&nbsp;

Embrace Comprehensive Data Analysis Support

Dealing with data is crucial nowadays, yet it can also be a bit intimidating sometimes. But we’re here to assist on this as well.&nbsp;
&nbsp;

Specifically, you’ll gain access to historical competitors and destination data analysis tools, which will allow you to identify opportunities, best practices and tips to increase your bookings.&nbsp;
&nbsp;

Besides, if you want to analyse pricing data for your market, we’ve got you covered! Our pricing tool ensures you maintain the most competitive rates across various channels.&nbsp;
&nbsp;

And last but not least, you’ll take advantage of our 360º Revenue Management tool that will help you increase revenues and drive demand.&nbsp;
&nbsp;

This is only a small part of what our SPA programme has in store. Wish to unlock all of our exclusive benefits and amplify your presence in long-haul markets? Reach out to your Hotelbeds Account Manager&nbsp;for further information.&nbsp;
&nbsp;

Haven’t joined Hotelbeds yet? Join us today and get access to our platform with over 66,000 travel distributors worldwide.&nbsp;


Long Haul Mar HB header 2200x500.jpg

How Hoteliers Can Tap Into Long-haul Markets [+ Our SPA Programme]

In the hotel industry, upselling is a strategic approach aimed at promoting upgrades on bookings or reservations. This entails encouraging guests to spend more on additional amenities and services at any point throughout the guest journey, encompassing pre-arrival, stay and post-stay phases.&nbsp;It’s well-known that these upselling techniques can significantly help hotels increase profits. But it’s also essential to have in mind the best practices and avoid potential pitfalls.&nbsp;In this article, we delve into the benefits of upselling for hotels, what to upsell in hotels, key guest types to consider, and examples of upselling tactics for hoteliers.&nbsp;Keep reading to discover more about our recommendations.Benefits of Upselling in Hotels: Why Is It Relevant for Your Property?&nbsp;In essence, by investing effort into applying these techniques within your daily operations, you’ll reap multiple rewards. Here are our top reasons why you should tap into them.&nbsp;Enhanced Understanding of GuestsEvery interaction with your clients starts with a dialogue, and each attempt to upsell pushes you to listen to your customer’s voice. Understanding your audience improves their experience and facilitates customer retention.Increased Customer’s SatisfactionUpselling serves as a great way for you to showcase your services and product range, offering more options to your customers. They might not be aware of upgrading options, or simply might have had other needs coming up since they made their booking.Boosted RevenueEffective upselling can give you extra revenue streams. Opting for the right distribution partner, such as Hotelbeds, can grant you access to international guests that are more likely to upgrade their booking as they tend to spend more in a destination.&nbsp;Hotel Upselling Ideas: Where You Should Put The Focus&nbsp;When you start implementing this technique, it’s very usual to get very creative and offer an extensive array of amenities or services for your upselling purposes.&nbsp;However, prior to delving into the upselling possibilities, it’s important to acknowledge that you should avoid giving guests too many options that end up overwhelming them.&nbsp;Our recommendation here is that you start by presenting classic options, such as breakfast, early check-in and late check-out. And then add a few deals tailored to that specific segments. A selection of 10–15 options would be ideal.&nbsp;Once said this, let’s see some of the most popular options for your upselling purposes.&nbsp;Room upgrades &amp; Rooms with special featuresBigger rooms, suites, or accommodations with panoramic views, terraces, saunas or kitchens.Stay extensions: Encourage guests to stay longer with discounts for a one- or two-night extension. This will help you sell additional rooms during off-peak seasons.&nbsp;Pet feesDry cleaning servicesSpecial occasion packages&nbsp;Baby bedsFood and beveragesStrawberries and champagneWine bottlesPremium minibar selectionsActivities &amp; TransportSpa treatmentsIn-room massageDog walking servicesParking facilitiesBicycle rentalsOff-property excursionsAirport shuttle servicesCheck-in and check-outEarly check-in: Guests arriving earlier than check-in time may be caught by surprise by your hotel and their rooms might not be ready. It would be a great opportunity for you to provide a room upgrade to a suite or simply a larger room as an alternative solution.Late checkout: This is important in order to facilitate the logistics of late departures, such as evening or late afternoon flights.Guest Categories to Consider In Your Upselling StrategiesFirst and foremost, it’s vital to know which segments of guests you’re attracting. This will give you insights on which type of amenities and services can be useful for each of these travellers. Some of the main guest categories to have in mind are as follows:Families with children: Consider offering connecting rooms and fun activities. This segment appreciates flexibility. Also, provide meal packages and family-friendly activities.&nbsp;&nbsp;Couples: They may be willing to upgrade their experience with larger, more comfortable rooms, panoramic views, and other features that can enhance their stay.Romantic packages like couple’s massages, candlelight dinners, or a spa experiences are likely to be of interest.&nbsp;&nbsp;Business travellers: This segment has a great potential for upselling strategies as these guests are often less price-sensitive, and are looking to improve and smoothen their stay.Some interesting upsells for business travellers would be early check-in or airport transfer, flexible departure times, express laundry, parking... Ensure that they are comfortable and that they perceive your property as one that is convenient and provides prompt service.&nbsp;Digital nomads: Some high-valued offerings include well-equipped in-room workstations, a coworking space or a chance to upgrade to high-speed Wi-Fi. Discover further initiatives to cater for remote workers here.&nbsp;Solo female travellers: Given the rise in solo female travellers, consider offering secure transfer options with trusted providers, as well as other options that we explore in this article on solo female travel. &nbsp;5 Upselling Techniques for Hotels That Deliver ResultsNow that we have defined what services and products are a fit for upselling&nbsp;– and how to cater to some of the most lucrative guest types –, it’s time to deep dive into some of the most common techniques to drive upselling success.Start selling before your guest arrival: This is one of the best moments to upsell because the traveller is eager to buy extra/complementary services.&nbsp;You can send customised emails or WhatsApp messages with offers 2–3 days before arrival. For instance, consider sending a brochure with relevant information about the hotel, and include a section with add-ons to their primary booking, such as airport transfer, early check-in or room category upgrade.&nbsp;&nbsp;Partner with local businesses: Collaborate with local companies to provide tailored and enriching experiences. Offerings like private walking tours, boat trips, wine tastings and spa packages can enhance guest experiences.&nbsp;Check what popular activities are held close to your property, and reach these local businesses in order to establish a collaboration. A good example would be partnering with local wine farms to create a complete wine experience package for a minimum stay of two nights.&nbsp;Another great idea is to reach out to festivals or sporting events’ organisers. As you can read in these comprehensive articles on film tourism and sporting events tourism, there are plenty of appealing activities and proposals for your guests.&nbsp;Keep a look into data: To better understand which amenities and services were most popular in the past, it's imperative to collect this information. It will enable you to identify the trends of your property, and you may be able to prioritise some offers over others to increase your chances of selling.&nbsp;Focus on training your staff for front-desk upselling: Ensure all hotel staff are aligned, and know how and when to upsell.&nbsp;Train them to gauge guest moods and how to ask open questions to gather relevant information.The check-in might not be the best moment to try to upsell your products, as guests often arrive tired and want a smooth check-in process, without having to hear your offers. Instead, it’s better if you have sent your list of offers a couple of days before their arrival so that they can have a look at it and decide if there’s something appealing to them.&nbsp;&nbsp;Present every upsell opportunity as an option: Pushing hard doesn’t always work, that’s why it’s crucial to showcase upgrade offers as choices. Customers can get annoyed by aggressive upselling techniques. Focus on offering solutions rather than increasing your profits.In addition, when offering a new deal, only mention the incremental price, not the full price. E.g: Instead of saying ‘For £260 a night you could upgrade to our Seaview Suite with a Continental breakfast included,’ say ‘Would you like to upgrade to our Seaview Suite and add our Continental breakfast? It’s available for an extra £35 per night.’And always try to reaffirm the primary purchase and then offer the upselling. For example, say that the room chosen is wonderful, but that they can have the superior one for a small add-on.&nbsp;&nbsp;By embracing these techniques, hotels can elevate guest experience while boosting their revenue. As mentioned, it’s essential to start by understanding your customers’ needs in order to cater to them with your best offerings.&nbsp;Remember that Hotelbeds offer access to high-value customers more likely to purchase add-ons. We expand your hotel’s visibility among international travellers, who usually have a larger budget and seek to enjoy their holidays fully. Join our network of 66,000+ B2B travel distributors today. Register your property for free and boost your visibility and occupancy rates!Already part of Hotelbeds? Log in to continue leveraging our campaigns and maximising your revenue.Lastly, don’t forget to download our free guide on how different channel distribution strategies can enhance your hotel’s performance. Click below and get it now!

1920x230_upselling-shutterstock_1430294444.jpg

Upselling Techniques for Hotels to Boost Revenue in 2023


The phenomenon known as "set-jetting" has become a popular trend in the travel industry, with many travellers increasingly drawn to visiting the locations featured in their favorite movies and TV shows. The allure of experiencing these on-screen settings in person is heightened by the captivating storylines and intriguing drama associated with them, and film tourism has become a key marketing strategy for many travel providers around the world, to capitalise on demand for locations as a result of what's on screen, therefore maximising sales for these on-trend destinations.

Film tourism, as this form of cultural tourism inspired by the influence of film is known, has a significant impact on travel destinations. It not only shapes the way people choose their destinations and travel experiences but also influences their interactions with the places they visit, what they expect when they arrive, and their engagement with the destination and local communities, infrastructure itself.

So, what are the benefits of accommodating this type of travel as travel providers, and where are some of the best destinations to consider for this fast-growing, valuable audience?



Why Should Travel Providers Pay Attention to Film Culture and Film Tourism?

Film culture itself is undeniably impactful on today’s generations, with a proven influence over how people think, their social cognition, behavior, and even their values.&nbsp;

Furthermore, film-inspired culture extends beyond entertainment and film-induced products encompass more than just consumer goods. As a rapidly expanding and significant tourism trend, film-induced tourism fosters connections between individuals, characters, locations, stories, and ultimately, tourists themselves - making it a highly successful travel trend due to&nbsp;its ability to offer unique experiences and immerse individuals in different cultures in a way that other travel types may not.

By providing opportunities to witness and relive exciting moments through entertainment, this form of tourism has gained immense popularity as a current trend in the industry - which makes film tourists an opportune audience for travel providers looking to maximise sales and tap into an engaged, dynamic and responsive segment in today's ever-changing market.



What Are The Benefits of Cultural Tourism For Travel Providers?

Cultural tourism is a significant catalyst for economic expansion, and film and television are among the most influential consumable products when it comes to tourism itself, and the decision-making factors that potential travellers are exposed to. Alongside other decision-making, consumable factors like being exposure to local cuisine, souvenirs, and even word-of-mouth marketing, the mediums of film and tv play a pivotal role in promoting destinations and shaping the preferences and expectations of today's consumers and travellers.

It cannot be denied that the impact of films, series, and streaming platforms on today's traveller is significant, and that therefore, the potenital influence of&nbsp;combining destination marketing and film or tv can be enormous.

But what does this mean for travel providers?

Films and tv productions can be a powerful way to elevate a destination’s profile, its tourism offerings both for domestic and international travellers, and can even help showcase a country’s natural assets.

For host destinations, culture tourism can help grow local economies, and for travel providers, utilising film tourism can be a hugely impactful way of informing, inspiring and influencing where travellers go.

An excellent illustration of the influence of film can be seen in the Lord of the Rings trilogy. Despite being released in 2001, it is estimated that approximately 72% of current and prospective international tourists visiting New Zealand at present have watched at least one film from this famous trilogy. While, naturally, it’s impossible to say whether this was the sole factor in these travellers’ destination choices, it is nonetheless a significant motivator to consider. Similarly, in the UK, the filming of worldwide successes like Harry Potter and Downton Abbey in the past decade has resulted in a surge of tourism which remains profitable to this day.

For travel providers, it is important to recognise that travellers who are interested in film tourism demonstrate a high level of engagement with their selected location. This presents a unique opportunity for you to promote customised itineraries and highlight the destination in a way that may be overlooked, or considered unncessary by other travellers. Many film tourists won't be satisifed with a superficial look at their destination of choice! They want detail, and this is a critical factor to keep in mind when curating a clients' ideal trip.

Additionally, it is worth noting that film tourists are highly committed. For instance, let's look again at the example of the Lord of the Rings film franchise - tourism in New Zealand experienced a significant increase of approximately 50% within the ten years after the series concluded.

This data implies that individuals who are drawn to the more specialised elements of screen tourism possess a longstanding fascination with these particular destinations. Consequently, they can be considered a dependable target audience&nbsp;when it comes to the potential success of film-inspired destination marketing and effectively capitalising on demand.



Use The Booking Engine To Promote Popular On-Screen Destinations

Of course, it is important to consider that many screen tourists seek specific details and are often unsatisfied with a regular visit to a single filming location. Often, travellers who visit a location from a film or TV production are curious about the specific filming locations. They have a deep knowledge of the product, in this case, the film or TV show itself, and are enthusiastic about exploring this interest further.

Therefore, as travel providers you need to be equipped with a portfolio of activities that ensure that visitors to a location are encouraged to stay longer, and spend more. In many cases, guided tours can be one of the best ways to enrich a visitors’ stay!&nbsp;

Fortunately, our Hotelbeds portfolio offers a vast array of hotels perfectly suited to all preferences where film tourists can rest, relax and refresh themselves for all the exploring they will do. We offer&nbsp;over 300,000 hotels in 195 destinations worldwide,&nbsp;in some of the most popular on-screen locations that your clients will love!

Combine this with the perfect in-destination activity, and even global transfer coverage for seamless navigation and enjoyment once your clients reach their location, and you've got all you need to craft the ultimate experience for travellers.

Not only this, but using our exclusive Booking Engine offers travel providers:


	AI-powered insights influenced by real-time market data for tailored recommendations, every time.
	Time-saving search filters to really narrow down what your customers want.
	Integrated cross-selling features to seamlessly add in hotels, experiences and transfers, for efficient customer service!


&nbsp;

This means that not only can you offer your customers a trip in a destination that really captivates them, but you can also enhance their experience with one-of-a-kind experiences, and a perfect hotel at the end of each day!&nbsp;

Sign up today to start maximising your performance and bookings.

Log into your account to start scaling your bookings!&nbsp;

&nbsp;

So with that in mind, we deep-dive into some of the most must-visit ‘TV tourism’ destinations:

Recent On-Screen Destinations For Film Tourism Lovers

Here are just a few key destination recommendations to get your customers from in front of the screen, to behind it.
Don’t forget to take a moment to explore our portfolio, which offers&nbsp;exclusive access to over 300,000 hotels in over 195 worldwide destinations, including many of these inspiring locations from some of the best recent films, TV and streaming hits.&nbsp;



THE USA

New York

New York, being one of the most frequently filmed cities in the world, offers an array of on-screen destinations that cater to the taste of TV and film enthusiasts worldwide. From timeless movie classics to recent blockbusters, this city serves as a hub for captivating locations. Some of the iconic spots that have graced the screen countless times include Central Park, East Village, Grand Central Terminal, the Flatiron Building, Times Square, and Washington State Park.

Plus, with a wide array of stunning New York city hotels in our exclusive portfolio, we're in the perfect position to help your clients find their perfect accommodation while they explore the sights!

Alberta &amp; Calgary, Canada - The Last Of Us

HBO's The Last Of Us, one of the biggest shows of 2023, serves as a prime illustration of the significant impact that film can have on the tourism and consumer industries. This production, the largest ever filmed in Alberta and one of the biggest in Canada, has unquestionably contributed to the rise in Canada's popularity as a sought-after destination, and this trend is expected to continue as the excitement surrounding the show continues.

Key highlights include Calgary as the real-life location of the ‘Boston Quarantine Zone’, Fort Macleod’s Main Street, Downtown Calgary, and the Alberta town of Canmore as the on-screen survivor camp in ‘Jackson.’ The best way to visit these locations is for travellers to rent a car, to truly experience the wilderness of Alberta and Calgary’s landscapes and cities.



EUROPE&nbsp;

Budapest, Hungary - Shadow and Bone

Budapest and Keszthely, located in Hungary, served as the primary shooting locations for the highly acclaimed Netflix fantasy series&nbsp;Shadow and Bone. Fans of the series will undoubtedly recognise iconic landmarks such as Buda Castle, The Lion's Court, the Hungarian National Gallery, and the city's Main Square. Hungary has also been the filming location for other beloved fantasy shows like Moon Knight and The Witcher, solidifying it as a dream destination for fantasy enthusiasts.

Spain and Croatia - House of the Dragon

Cáceres and Trujillo in Spain are prominently showcased in House of the Dragon as the iconic setting of 'King's Landing', and can be conveniently accessed by car from Madrid. Additionally, Croatia's capital Dubrovnik also served as the backdrop for some of the most stunning on-screen shots of 'King's Landing' in both House of the Dragon and its predecessor Game of Thrones. This captivating city is also recognised as a UNESCO world heritage site, making it a must-visit for travellers seeking an authentic dive into European history and an ideal basepoint for travellers keen to explore this on-screen destination.

Sicily, Italy - The White Lotus

The majority of filming for Netflix's The White Lotus took place in Sicily, specifically in Taormina, Noto, Palermo, and Cefalù. By visiting these on-screen locations, your customers will have the opportunity to witness the breathtaking beauty of southern Italy firsthand. Additionally, Taormina, which is just a couple of hours away from Sicily, can be offered as an exquisite additional destination for fans seeking to relive the enchantment of The White Lotus in a beach town with a rich history tracing back to Ancient Greece!

Bath, The UK - Bridgerton

Netflix's Bridgerton undeniably captivated millions of fans worldwide, and as one of the UK's most popular destinations, just as Downtown Abbey did before it as a similar Victorian-era serial drama hit. And as one of the UK’s most popular cities, Bath already attracts a significant number of tourists seeking to immerse themselves in the charming ambiance of this historic city. Notable on-screen landmarks featured in the series include the Holburne Museum and the Royal Crescent, which offer a glimpse into Bath at its most iconic.

But for a quintessential stay, we recommend a stay in luxurious Bath, or even nearby London, for the best of the rolling green hillsides and delightful cobbled city streets that the Somerset area has to offer ccombined with the glitz and glam of the UK's much-loved capital.



JAPAN

Tokyo - Alice in Borderland

Japan is not only the setting for beloved classics like Godzilla, but it has also captivated audiences with recent adaptations of popular manga such as Alice in Borderland. In addition, Japan has been showcased as one of the top destinations to visit in the world by National Geographic and Lonely Planet! Which means that now is the perfect opportunity to encourage your clients to explore all that Japan has to offer.
&nbsp;
While the tourist-hotspot of Tokyo has more than enough to entertain travellers for months, let alone days or weeks, Tokyo is also perfectly positioned as a transport hub to many of Japan’s other must-visit locations like Osaka, Hiroshima, Kyoto and Mount Fuji! This makes it the ideal place for travellers to make the most of this stunning country.



NEW ZEALAND

Hauraki, Piha and Fiordland National Park - The Rings of Power

Travellers looking to be taken ‘into the wild’ and dive into the heart of the land behind The Lord of the Rings: The&nbsp;Rings of Power&nbsp;can venture to Fiordland National Park, the largest national park in New Zealand, or enjoy the picturesque black sand beaches of Piha, to truly feel like they’ve been transported to Middle-Earth.

But of course, one does not simply recommend New Zealand without showcasing The Shire! This idyllic locationfrom the ever-iconic original&nbsp;Lord of the Rings trilogy&nbsp;in the Waikato region is so popular that travellers can take a hobbit tour and immerse themselves in the life of a Middle-Earth Shire citizen for the day.


Sign up today to discover our Booking Engine today and begin tailoring your clients’ next experience to their perfect on-screen destination!&nbsp;

Log in to your account today and begin tailoring your clients’ next experience to their perfect on-screen destination!&nbsp;
&nbsp;


set jetting for HB header 2200x500.jpg

'Set-Jetting': The Benefits of Cultural Tourism For Travel Providers

2023 is proving to be a great year for tourism, with several travel trends coming to the forefront.&nbsp;In our recent posts, we recommended catering to solo female travellers, as well as incorporating AI tech in the travel sector. Now, it's time to focus on another major travel trend that has gained popularity over the past few years.Film tourism, also known as screen tourism or set-jetting, refers to the phenomenon of people choosing holiday destinations based on locations seen in films or TV shows.&nbsp;As a hotelier, it's essential to understand this increasing trend, considering the abundance of films and TV shows filmed and broadcasted every year.Learn more about film tourism, how it benefits the travel sector, the main destinations for tourists, and how you can make the most of it. Keep reading!&nbsp;&nbsp;&nbsp;A Major Trend: Understanding Film TourismWith countless destinations to choose from, it’s vital to make your property’s location stand out from the competition. One way to achieve this is to leverage it with the help of TV shows and films.TV shows and films can significantly raise the profile of the city or country where the story is set. This exposure can extend beyond the specific location, benefiting regions, hotels, theme parks, and other attractions associated with the show or film.&nbsp;Tourists often seek to identify with their idols, favourite scenes, or visit the exact spots where the cast filmed. Screen tourism offers a unique opportunity to experience the emotions and sensations lived while watching a film or TV show, making it a fantastic way to connect with the history and culture of a place, which is what happened with the popular TV show Outlander and Scotland.&nbsp;The rise of streaming platforms like Netflix, Amazon Prime, HBO and Disney+ has made audiovisual content even more widely available to a global audience, contributing to the popularity of screen tourism. Locations featured in films can motivate tourists to visit these spots, transforming them into popular destinations.Benefits of Film Tourism for HoteliersFilm tourism serves as a powerful destination marketing tool. Visual content plays a crucial role in increasing visibility in front of millions of potential travellers.&nbsp;The great amount of content available through streaming platforms has led to a significant increase in people visiting places they've previously seen on screen.As a hotelier, capitalising on film tourism is a good strategy to achieve:Increased occupancy: Hotels in areas featured in popular films or TV programmes receive a higher influx of visitors eager to stay close to filming locations.&nbsp;Higher room rates: The popularity of a location due to film tourism can justify an increase in room rates, especially during peak seasons or when film-related events take place, such as the Cannes Film Festival (France), or the Oscars (Los Angeles, USA).&nbsp;Repeat business: Enthusiastic fans often return for multiple visits, or even recommend the accommodation to fellow fans, creating a loyal customer base. &nbsp;&nbsp;Year-round interest: Screen&nbsp;tourism tends to be evergreen, attracting fans throughout the year and maintaining a consistent stream of guests, even during off-peak seasons.&nbsp;Increased revenue from ancillary services: Tourists engaged in film tourism often spend on additional services, such as guided tours, merchandise, and themed events. Hotels can tap into these revenue streams by offering tailored packages and experiences. At the same time, you can benefit from partnerships with local tour operators, film and production companies. This can also help expand the hotel’s visibility.&nbsp;&nbsp;Enhanced reputation and unique selling point (USP): A strong connection to screen tourism sets hotels apart from competitors and elevates their reputation when associated with popular films or TV shows. A hotel can end up being recognised as a unique destination, like what happened with The Stanley Hotel from The Shining. &nbsp;8 Films And TV Shows That Have Boosted TourismOverall, New Zealand, the US, the UK, Spain, France, India, Japan and Iceland are some of the most popular destinations for film tourism. Have a look at which films and TV shows have contributed to the growth of tourists.&nbsp;Game of Thrones &amp; House of the DragonBoth TV shows are great examples of significant contributions to tourism in recent years.&nbsp;Their influence was huge, and many places benefited from it. A clear example can be found in Dubrovnik (Croatia), which is the real-life location of King’s Landing, frequently seen in the show. Another good example can be sunny Spain, which hosted many sets, such as&nbsp;Girona (Catalonia) or San Juan de Gaztelugatxe (Basque Country).&nbsp;Iceland also received a great influx of visitors. For example, bookings to this country increased by 166% in 2019 when the last season premiered.Bridgerton &amp; Queen CharlotteAs one of the most successful Netflix productions, the Bridgerton series has significantly boosted tourism in the UK – mostly in Bath and London.&nbsp;The popularity of the show has been so great that even the Tourist Board of Great Britain has published a dedicated article on its website to promote the Bridgerton filming locations.&nbsp;The Lord of the Rings &amp; The HobbitThis is one of the best examples of screen tourism directly influencing a country’s tourism.&nbsp;Despite the first of the films being released more than two decades ago, New Zealand keeps attracting screen tourism, making this an ‘evergreen’ source of income for the country. As a curiosity, these tourists (known as&nbsp;‘Tolkien tourists’)&nbsp;have a long-term impact that brings millions of dollars to New Zealand’s economy each year.Harry Potter filmsThey're another great example of how a country can take the opportunity to capitalise on a film series.&nbsp;Not only have the locations increased their visitor numbers exponentially – Alnwick Castle,&nbsp;home to Hogwarts, receives more than 800,000 visitors every year –, but they have also inspired dedicated theme parks like the ‘Studio Tour London’.&nbsp;On average, the filming locations experienced a 50% growth in tourism after their release.&nbsp;BraveheartFinally, we have this clear example of film tourism impact, which took the&nbsp;Wallace Monument in Scotland&nbsp;from 80,000 visitors per year to 180,000 after the film’s release.&nbsp;Tips for Hoteliers to Capitalise on Screen Tourism&nbsp;Regardless of the size of your property, there are various ways to take advantage of the increasing screen tourism trend. It’s all about creativity and thinking about how you can make the most of it!Contact and collaborate with film productions: Keep track of upcoming film or TV show productions in your area by getting in touch with the local film commission.Film commissions are public organisations that promote a specific destination as a filming location for audiovisual productions and promote film tourism. Many cities – &nbsp;and countries – have theirs, and they highly contribute to pitch their locations to be part of a film or TV show.Try to collaborate with the production teams and offer your property as a potential filming location, or provide accommodation for crew members. If you get to do it, you’ll gain fame, and you can even turn your hotel into another touristic destination in the future.&nbsp;&nbsp;Contact Tourism Boards: Discover actions already implemented to promote film tourism in your area, and actively promote any filming locations near your property.&nbsp;For example, in Barcelona there’s the ‘Barcelona Movie Walks’ website with all the tours available related to famous films and TV shows filmed in the city.In Italy, many Tourism Boards promote screen tourism through their online channels, such as their blogs. You can reach them and ask to be mentioned in their articles.&nbsp;&nbsp;Leverage social media: Share content related to film tourism on your hotel's social media platforms, engaging with your followers and being part of the conversation.&nbsp;Include, for example, behind-the-scenes facts about productions filmed in your area. It’s essential to communicate it through your social channels, so that you let people know what happened here and increase their interest in visiting the place.&nbsp;&nbsp;Offer themed rooms and packages: If a well-known film or TV series was filmed near your property, consider offering themed rooms and packages inspired by the production. You can decorate the rooms with props or posters related to the productions.As for the packages, you can include guided tours to nearby filming locations. An example could be the Studio London Tour - The Making of Harry Potter.&nbsp;&nbsp;Offer Guided Tours: If your property is close to multiple filming locations, consider offering guided tours exclusively for your guests to enhance their screen tourism experience.&nbsp;Celebrate film festivals: Actively participate in film festivals hosted in your city and promote your hotel's association with the film industry. Offer special discounts or packages during these events to attract attendees. Organise private transport to the venue for your guests and enhance their stay.&nbsp;Certainly, as screen tourism continues to shape the new tourism industry, it's essential to stay updated on the latest trends and cater to the needs of today's travellers.If you're already part of our extensive B2B network, don't forget to log in and take advantage of our continuous campaigns to maximise your revenue.&nbsp;If you're not yet part of Hotelbeds, join the world's largest network of 66,000+ B2B travel distributors today. Register your property for free and boost your visibility and occupancy rate!

screen tourism header 2200x500 v2.jpg

Film Tourism as a Destination Marketing Tool: Tips for Your Hotel

It’s no secret that big sporting events are synonymous with success for the hospitality industry. Sport tourism attracts more travellers to host cities, boosts spending, and has a positive impact on the local economy. &nbsp;France experienced this during the latest Women’s World Cup in 2019, where all nine host cities achieved an impressive 90% occupancy rate. With over 1.2 million attendees and&nbsp;40% foreign visitors, the event generated approximately EUR 248 million to France’s gross domestic product (GDP), greatly benefiting the hospitality sector.This year, it’s time for Australia and New Zealand to host the Women’s World Cup. In recent years, women's sports have taken their rightful place in the sports spotlight, and it’s expected that millions of people will attend this event.&nbsp;&nbsp;In light of the upcoming 9th Women's World Cup – which will take place between July 20th and August 20th –, and the overall importance of sports tourism for hoteliers, we have compiled a list of major sporting events in the next twelve months. Additionally, you will find suggestions on how to capitalise on each of them.Discover the main tournaments and events that will take place close to your property, and make the most of them!AUGUSTUS Open, Tennis, New York: Aug 28th-Sept 10thThe first event to be included in this list couldn't be any other than the US Open, which always takes place at the USTA Billie Jean King National Tennis Center, Queens, New York.&nbsp;With 128 players competing in amazing matches, this is certainly the biggest and most famous tennis event in the country. It’s so popular that over 800,000 fans come each year, making the US Open the highest-attended annual sporting event in the world.&nbsp;The tournament generates more than $750 million per year in direct economic impact to New York City.Our recommendationsEvery year, the USTA sets up a kiosk for organisations to distribute information about restaurants, cultural sites, and destinations. Consider getting in touch with the USTA and proposing collaborations with them to feature your property as the ideal accommodation for visitors.Besides, since the event always occurs in the same place, it’s worthwhile to secure some tickets and create special packages for your guests.And don’t forget to promote local activities and tours, allowing visitors to explore more about Queens, like the ‘Fan Week’ prior to the tournament with practice matches, performances, and other free activities.&nbsp;SEPTEMBER&nbsp;Rugby World Cup, France: September 8th-October 28th&nbsp;The tournament will be played across nine French cities (Paris, Marseille, Lyon, Lille, Bordeaux, Saint-Étienne, Nice, Nantes, Toulouse), with the final taking place in the capital.&nbsp;With 20 national teams qualified, the Rugby World Cup is expected to be a major sporting event which draws in a significant number of supporters to the Gallic country.&nbsp;An example of the Rugby World Cup’s success can be seen in the 2019 edition held in Japan, which exceeded predictions and generated $6.1 billion for the host nation.A report also highlights that the average length of stay was 16 nights, with over 242,000 international visitors from 178 nations, and 60% of fans visiting Japan for the first time.&nbsp;Our recommendationsYou can offer packages for groups of friends travelling together to watch the matches, including discounts for longer stays.You could also consider airing the matches at the hotel, especially the semifinals and final. If that’s not possible, you can recommend the best places to watch them if your guests don’t have tickets. You’ll ensure a fantastic and unforgettable stay!&nbsp;Additionally, consider partnering with excursion companies to take tours in the different cities where the event will take place. You could even create an offering which includes transportation packages between these cities.&nbsp;Asian Games, Hangzhou, China: September 23rd-October 8thThe 19th edition of this international competition will be held this year in China. It’s the biggest multi-sport event in Asia, attracting athletes from 45 countries every four years, with over 450 matches.&nbsp;The Asian Games will take place in 44 venues, mostly in Hangzhou city and nearby areas, including Deqing, Jinhua, Ningbo, Shaoxing, and Wenzhou.&nbsp;To better understand its impact, let’s look at the results for Jakarta (Indonesia), the last host city. A survey revealed that during the 2018 games, tourists spent $244 million, and foreign tourists stayed an average of 13 days.&nbsp;Our recommendationsThese games are significant for Asian countries, so it’s worth capitalising on them. As they will be held in China, a country with an impressive culture and gastronomy, foreign travellers will expect to experience it during their stay.&nbsp;We encourage you to partner with local restaurants and tour companies to offer discounts on a complete cultural experience. Consider hosting themed dinners in your own restaurant to allow guests to enjoy Chinese culture without leaving the hotel. Also, providing big screens to watch the main events can enhance their experience.&nbsp;Invictus Games, multi sports, Düsseldorf: Sept 9th-16th&nbsp;Founded by Prince Harry in 2014, the Invictus Games is a very special multi-sport event which embodies diversity, inclusion, resilience, and pride. It aims to inspire recovery and rehabilitation for wounded servicemen and women worldwide.For the first time, the Games will be held in Germany, and it’s expected to be even more successful than the last edition in The Hague (The Netherlands), which attracted nearly 100,000 visitors in one week.&nbsp;Our recommendationsTake this opportunity to showcase the wonders of the German country and Düsseldorf. Highlight the city’s beauty and its best spots to immerse your guests in the national culture.&nbsp;Collaborate with local tourism boards to provide guests with information about other attractions, sightseeing tours, and cultural experiences. Offer packages that combine the sporting event with unique local activities, showcasing the city's broader offerings.FEBRUARY&nbsp;&nbsp; &nbsp;NFL Super Bowl LVIII, Las Vegas, United States: February 11th&nbsp;The NFL Super Bowl LVIII, which will be held at Allegiant Stadium in Las Vegas in 2024, is one of the most popular and profitable sporting events of the year.Hosting the Super Bowl is a significant opportunity for a city to gain worldwide recognition, and Las Vegas aims to further boost its already well-known status through this event.According to a report by the NFL, the Super Bowl influences the city’s future business more than any other event or convention in the United States. For example, the economic impact of the Super Bowl in 2023 generated around $600 million in revenue for Arizona, attracting over 100,000 visitors, 80%-90% of whom were foreign travellers.&nbsp;Notably, tickets for the Super Bowl are usually expensive, with the most expensive ticket in 2023 costing $6,200. Fans willing to pay such high prices are likely to have a generous budget, making them an attractive market for luxury hotels and upscale rooms.Positioning your property as a fantastic option for these travellers is essential, as hotel rooms during the Super Bowl weekend are sold at triple the average rate.Our recommendationsThis event is unique, so consider offering an immersive experience to your guests. For instance, why not incorporate motifs and symbols related to the Super Bowl in the hotel decor to build on the exciting atmosphere?Furthermore, providing Super Bowl guests with discounts, vouchers, points, or rewards for future hotel stays can incentivise them to become repeat customers.Consider hosting pre-event receptions or gatherings to connect guests who share a &nbsp;passion for sports, and encourage staff to wear sports-themed uniforms or badges.&nbsp;Also, have in mind offering special discounts for longer bookings, as well as providing convenient transportation options, which will be highly appreciated.Lastly, setting up a large screen for guests to watch the match will be crucial to offer the best experience possible.&nbsp;MAYMonaco Grand Prix: May 24th - 26thThe FIA Formula One World Championship is undoubtedly the highest class of international racing.The prestigious motorsport event generates millions of dollars from ticket sales, hospitality packages, sponsorship, and merchandise.&nbsp;The glamorous lifestyle associated with F1, renowned for its luxury and extravagance, makes Monaco’s Grand Prix one of the best locations to host a F1 race. Each year, many celebrities and wealthy individuals come together to indulge in a weekend of luxury. As an alternative, Singapore's F1 Grand Prix (with its ticket prices of around £1k) may appeal to affluent attendees from the APAC region, or even those just passing through. Pairing a decadent excursion like this with a night or two in a high-end hotel will certainly appeal to guests with finer taste - &nbsp;if you happen to own a hotel close to an event like this, consider how to capture their attention.Also, don't hesitate to check out our article on luxury travellers if you want to go deeper on the luxury travel segment.Our recommendationsTo capitalise on this opportunity, create exclusive packages&nbsp;that include accommodation, race tickets, and additional perks like access to rooftop viewing areas or after-race parties. Emphasise the luxury and excitement of experiencing the Grand Prix from your hotel.Offer complimentary shuttle services to and from the event venue, ensuring convenient transportation for attendees. Securing VIP access to the event can also attract high-end clientele.JUNEUEFA Champions League Final, London: June 1stDon’t miss out the UEFA Champions League Final, a must-attend event for every football lover. In 2024, this event will be held at the famous Wembley Stadium, a place that has hosted the match several times in the past.Apart from its sporting importance, the final brings significant tourism and economic benefits to the host city and its surroundings, making it a highly sought-after destination.&nbsp;Our recommendationsJust like with the Super Bowl, create special packages including tickets, transportation and local tours to enhance your guests’ experience in the city and encourage their spending.Also, set up screens at your hotel to broadcast the match while offering some drinks to create a fantastic atmosphere.&nbsp;JULYOlympic Games, Paris: July 26th - August 11thThe Olympic Games are the ultimate sporting event. Paris will host the next edition along with other 16 cities across metropolitan France and even one in Tahiti (French Polynesia), for the Olympic surfing competition.&nbsp;After an exceptional situation during the Tokyo 2020 Games, where no spectators were allowed, the next Olympics are expected to attract thousands of visitors. This will not only benefit the well-known capital of France, but also will give smaller, lesser-known cities the opportunity to shine and showcase their charm.Our recommendationsSince it’s one of the most international events, why don’t you bring this international atmosphere to your property? For example, you can develop sports-themed menus or offer dishes inspired by participating countries.&nbsp;Also, consider offering perks such as discounted room rates, event tickets, exclusive access to sports-related amenities, or themed merchandise.As the games will take place in various cities, partner with excursion companies to help your guests discover the wonders of each location.&nbsp;AUGUSTParalympic Games, Paris: August 28th - 8th September&nbsp;When the Olympic Games come to an end, the Paralympics will take over. With 549 events scheduled and including 22 sports, it will ensure&nbsp;high occupancy rates in France for almost one month and a half.Our recommendationsMaintain the same strategies we suggested doing for the Olympics, as both events are similar. It will help you make the most out of this significant sporting event.&nbsp;Final Tips to Keep in Mind About Sports TourismAs we approach the end of this article, here are some final suggestions to consider regarding sporting events. So far, we’ve covered major events - but it doesn’t stop there! Take a note of the following tips:&nbsp;Don’t overlook low-profile or second-tier events. People not only travel to watch sports but also to participate in them, opening a huge potential for sport tourism to a wider range of destinations.As a hotelier, stay informed about what’s happening in your city or region. Speak to local and regional authorities, or leisure centre managers to stay updated.&nbsp;Create accommodation and ticket packages, especially for smaller events.There is a great deal of interest in women's sports these days, so make sure you are aware of the events near your property and promote them through your marketing efforts.Finally, working with Hotelbeds will ensure you reach your desired audience. If you have already registered your property with Hotelbeds, access here and keep taking advantage of our multiple benefits.&nbsp;Still not part of our worldwide network? Access over 66,000 travel distributors by signing up today. Are you ready to be part of the game?&nbsp;Plus, don't forget to download our free guide on the main travel trends in 2023. Discover valuable tips and insights to better understand today's travel industry.&nbsp;&nbsp;

sports_header_.jpg

Capitalising on Sporting Events: A Winning Strategy for Hoteliers

Client Sporting event banner.png

How To Capitalise on Global Sporting Events

While solitary travel has undeniably been on the rise for years, it’s becoming more and more evident that women are diving headfirst into traveling alone. The future of solo travel might well be female!Search interest in ‘solo female travel’ has increased six-fold during the lasts four years. Not only this, but 70% of hotel website visits are carried out by women as standard, and women make the overwhelming majority of bookings, whether that’s for themselves, families, friends or parents and colleagues. &nbsp;Women are the influencers that should matter to you as hoteliers.&nbsp;So, it makes sense that your services as hotel owners are delivering on what women want, especially when it comes to solo female travellers. &nbsp;We’ve explored several idea kick-starters you can use to ensure you’re meeting those demands and being as inclusive as possible when it comes to your accommodation.&nbsp;&nbsp;Understand What Solo Female Travellers Look For In Their Destinations&nbsp;A study carried out by Solo Female Travelers in 2020 found that traveling solo was a choice, not necessarily a ‘lifestyle’, with many respondents choosing to travel alone for the flexibility that it provided and the ability to adhere to their own schedule. 38% said it was to ‘challenge’ themselves.&nbsp;Within their chosen destination, many women said that cultural sightseeing, immersion, and nature and wildlife experiences are important for them during their stay – along with the eco-friendliness of businesses they support.&nbsp;However, 73% still said that safety was their main concern, and 42% of female travellers who hadn’t yet traveled solo cited this as the main reason they’d not made that leap yet.&nbsp;Some factors that might be of consideration for female travellers looking to set off alone:Whether the country or region is a major tourist destination.How good the tourism infrastructure is as a consequence.What the crime rate of the destination is.What online review sites, blogs, friends and family and social media groups say about the safety of the country or destination – many suggested that TV and online ads were not as trustworthy.How affordable the destination is for a solo trip – especially considering accommodation.The overall reputation of the country and how it treats women.&nbsp;It is important to consider these against your current facilities, location and offerings for this traveller type. How have you positioned yourself in the market for women travelling solo? How are your competitors conveying themselves to this segment, in a way that's different to you?It is worth being aware of what solo travel for women means, especially when travellers are in the crucial decision-making process and the smallest detail about how your hotel is presented could determine whether they book their stay with you or not.Cater For The Luxury Solo Female Traveller&nbsp;In the last several years, women taking solo trips within the luxury travel sector have increased significantly, and we think this is a prime opportunity to understand and accommodate, this important audience to boost your success as a travel agency and ensure you’re as inclusive as possible for today’s traveller.&nbsp;For example:&nbsp;Scott Dunn, a leading UK luxury tour operator, reported that they’d seen a dramatic uplift in solo bookings in the last three years, and that of those, 60% were women.&nbsp;Up Norway, a company that curates high-end excursions through Scandinavia, suggested that bookings from solo female travellers were up 40-50% compared to 2019.Bespoke tour operator Morocco by Design revealed that a full quarter of its bookings now came from women traveling alone.&nbsp;&nbsp;Not only are women looking to explore the world alone more frequently, but many solo female travellers are looking to travel within the luxury sector, with bespoke trips curated specifically for their preferences. &nbsp;The industry is starting to take note of this increase in demand for luxury solo travel, so it’s important that as hotel owners you are aware of the opportunities out there! &nbsp;From ‘Alonemoons’, offering solo travellers the deluxe experience a couple on their honeymoon might enjoy; women-only group travel; to tour operators and travel bookers offering amenities catering specifically to women traveling solo, there are many ways that the industry is providing opportunities when it comes to solo travel for women.&nbsp;Ensuring that your hotel is accessible and appeals to women travelling alone is a sure-fire way to begin capitalising on this growing audience and keep your hotel front of mind when tour operators are upselling their clients on these experiences. &nbsp;The first step is gaining maximum visibility to the right traveller at the right time! Over 66,000 travel providers all over the world have exclusive access to our portfolio, from which they can offer the very best accommodation to in-market travellers across even the most hard-to-reach markets thanks to our global network.This means that hotels who make it clear they acccommodate to women travelling alone are top-recommended in our AI-driven Booking Engine when travel sellers are booking this type of client!&nbsp;Gather Crucial Audience Insights &nbsp;&nbsp;There are numerous ways that you can gather more understanding of what existing and new customers want when considering booking solo trips, including:&nbsp;Existing Audience Research&nbsp;Send out an email to existing customers within this demographic – ask for honest opinions on their travel with you. Incentivise this with a small discount or offer that makes your existing customers feel like they’ve given you valuable feedback and received something in return. &nbsp;Create social posts for your social media platforms – whether you create a poll, a post inviting comments, or ask customers to get in touch via email, organic socials are a great way to see what your audience expects of you.&nbsp;Set up market research discussions – bring together a control group of women interested in traveling alone, or who have in the past, to evaluate your current facilities and destinations and offer in-market feedback.&nbsp;Competitor Research&nbsp;Review trusted blog websites – Solo Traveler World and Solo Female Travelers are examples of valuable, trusted platforms where insights, shared experiences and customer-centric recommendations are shared by women for women looking to travel solo. &nbsp;Keeping a close eye on platforms like this can provide interesting insights into how other hoteliers are catering for the growing audience of solo female travellers.&nbsp;Organic competitor research – identify your most direct competitors and scope out how their facilities compare to yours: what services are they offering that you aren’t? Have these competitors made specific accommodations that would attract more female solo travellers, and how might you incorporate these into your own business model? &nbsp;Review Relevant Travel Forums&nbsp;Considering that a study conducted by the aforementioned Solo Female Travelers found that 76% of women trust relevant solo female travel groups Facebook groups more than they trust the recommendations from friends and family (73%), reviewing such travel forums and social pages can be invaluable.&nbsp;&nbsp;Avoid The Single Supplement&nbsp;In many cases, the single supplement can mean that solo travellers are still paying double occupancy, because many rooms, tours and cruise accommodations are packaged in a way that they are priced per person based on double occupancy.&nbsp;This charge is one of the main turn offs for solo travellers – especially considering that female millennials are considered the thriftiest – so if you want to cater for more solo travellers you need to start focusing on ways to avoid or reduce your single supplement.&nbsp;Here’s how:&nbsp;Consider absorbing some of the cost of a single room into the cost of a double room by amending this in your business model.&nbsp;Waiving the single supplement during the shoulder seasons (between peak and low) as standard – as solo travellers tend to be more flexible around when they travel – this would also be a great way to encourage customer loyalty!&nbsp;Consider waiving this single supplement charge on any unsold hotel rooms to encourage last minute bookings.&nbsp;Host ‘matching’ services, which brings together solo travellers who are happy to share a room for a section of their journey to work around this fee.&nbsp;How Maxiroom Can HelpOf course, one of the best ways that you as hotel owners can ensure you're aware of, and meeting the needs of this high-value segment is by working with a global distribution partner like HotelbedsAs our partner, you'll gain exclusive access to our intranet, Maxiroom, which offers you all the tools and resources you need to maximise your occupancy rates, including the option to create bespoke rates and fees that can be offered to travellers all around the globe on a more individual basis. &nbsp;Maxiroom also offers:A fully interactive calendar - to allow easier amendements to availability and rates across room types.An intuitive content manager - maximise the quality of your content with our user-friendly interface.&nbsp;The ability to make numerous updates at once - using our integrated update tool means you can quickly update your availability and prices across multiple rate and room types.A global dashboard - so you can easily review current&nbsp;arrivals, bookings and cancellations, as well as comparisons between your competitors.Sign up to gain access to this time-saving resource, and begin optimising your occupancy rates today.Log in to your account to begin optimising your occupancy rates today.&nbsp;&nbsp;Consider How Your Services Reflect What Solo Female Travellers Want &nbsp;Understanding what solo female travellers want is the first step – evaluating this against your current facilities is the next. &nbsp;The key here is that you don’t have to only&nbsp;cater to&nbsp;women travelling solo, just make it clear you accommodate them. This means that you don’t have to restructure your business model or revamp your packages completely – unless you want to! &nbsp;Just make it obvious that you are aware of what women want when they travel and that you can deliver on this.&nbsp;Practical ways you can cater for solo travel for women:Consider implementing women-only floors – the Four Seasons Riyadh and the Dukes Hotel in London are already doing this!&nbsp;Som Dona in Mallorca has gone one step further and made this location women-only which has proved incredibly popular.&nbsp;Ensure that you have up to date information regarding your facilities on your website and any profiles with distribution partners (like our Booking Engine) – i.e., up-to-date CCTV coverage, information on women-only or inclusive timeslots in your leisure or spa facilities.&nbsp;Set up 24-hour receptionists and door security.&nbsp;Stage inclusive social events to encourage solo travellers to interact with like-minded people while away.&nbsp;Turn the lobby into happy hour, organise women-only or inclusive activities to help travellers feel part of a community and to combat loneliness. &nbsp;Add more transfer options with trusted providers for women travelling solo&nbsp;– especially after-dark airport transfers!&nbsp;With a connected community of other hoteliers, and access to over 66,000 travel sellers around the world, combined with a fresh approach to data intelligence, working with Hotelbeds is one of the best ways that you as hotel owners can reach your desired audience and curate the ideal experience for your guests.Why not consider signing up as one of our valuable partners today?Log in to your account to take your business even further.