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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 HoteliersAs 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 60,000 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 Portal&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 MissAs 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).TransportTransport 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 ProvisionWithin 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 DevelopmentSustainable 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 EnvironmentOne 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 HotelWe 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 Portal, 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 60,000 travel distributors. Register today!

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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;&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.&nbsp;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.&nbsp;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.&nbsp;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;&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;&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;&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.&nbsp;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;&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.&nbsp;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.&nbsp;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 250,000 hotels in 170+ countries worldwide.&nbsp;&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.&nbsp;Not one of our valuable clients? Sign up today to access our vast portfolio of accommodation.&nbsp;Step Two: Follow the dataAt 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 valuable data insights tool that gives travel sellers a comprehensive view of the live travel landscape.&nbsp;&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.&nbsp;All that's left for you to do is sell, but how?&nbsp;Step Three: Put your best face forwardTo 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.&nbsp;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.&nbsp;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;&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;&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!&nbsp;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.&nbsp;Three Quick-Fire Ways To Boost AwarenessRun a competitionThis 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 expertiseUtilising 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 mediaWhile 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.&nbsp;Step Four: Appeal to the massesWe spoke about niches earlier, but another strategy to build demand is to become a source of information for the industry itself.&nbsp;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;&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.&nbsp;Sign up today to gain access to our vast portfolio and begin increasing your appeal to your all-important target audience.&nbsp;

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

&nbsp;… and why is it a good idea?&nbsp;&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;&nbsp;When the recommendations reflect an authentic understanding of neighbourhoods and what they offer, we call them ‘hyperlocal.’&nbsp;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 distributors and sellers, but also bearing in mind the recent shift in consumer preferences for more meaningful cultural experiences.&nbsp;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 distributors 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.&nbsp;Therefore, hyperlocalising is a beneficial way of ensuring that you’re offering insightful recommendations that are informed by market data as well as macro and micro economic factors, and environmentalism.&nbsp;&nbsp;Why Going Hyperlocal Can Be Beneficial&nbsp;More and more people are expecting hyperlocalisation as standard.&nbsp;&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.&nbsp;What does this mean?&nbsp;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;&nbsp;Travel is deeply personal, and for many it has been a chance to create a 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 sellers.&nbsp;For a closer look at the expectations of today's travellers, download our travel trend predictions for this year at the bottom of this article to stay up to date, competitive, and informed.&nbsp;So, what shape might hyperlocal recommendations take?&nbsp;&nbsp;What Hyperlocalisation Looks Like For Travel DistributorsMachine Learning, Customer Data and AIRapidly 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.&nbsp;This approach can not only help to streamline the booking process, 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;&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.&nbsp;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.&nbsp;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.&nbsp;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 accommodations which allows you to better meet traveller needs from the start.&nbsp;In fact, our Hotelbeds Booking Engine offers you exclusive access to 250,000+ properties across 170+ countries worldwide!Our&nbsp;Booking Engine is an intuitive, powerful booking platform which also:Accommodates the creation of complex itinerariesSupports built-in cross-selling and up-sellingOffers 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.&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 KeyOf 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.&nbsp;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.&nbsp;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;&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 customer’s mind when they search for activities or inspiration in a local area.&nbsp;&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 seller offering relevant, unique and up-to-date content to travellers at the moment when they are most likely to be influenced by it.&nbsp;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.&nbsp;Locally Owned Tours and Experiences As The Next Big ThingAt 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.&nbsp;So, with this in mind, it’s important to consider how as travel distributors you’re also able to accommodate domestic experiences, with a particular focus on businesses and suppliers which are locally owned.&nbsp;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.&nbsp;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.&nbsp;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;&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;&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;&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;&nbsp;In this sense, it’s important that you 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.&nbsp;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;&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 HyperlocalIt’s beneficial to understand how hotels, whether global chains or boutiques, are accommodating to the shift in traveller preference for locally-focused recommendations.&nbsp;&nbsp;In other areas of the travel industry, hotels should consider what data-led, human-informed hyperlocal insights can do for them. Real-time safety data is invaluable for everything from concierge recommendations to pricing models and elasticity.&nbsp;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;&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 distributor who is offering more tailored experiences to their specific requirements.&nbsp;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.&nbsp;There’s no reason that you can’t do the same!&nbsp;&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 distributors, sellers, car rentals, hotels, and the tourism industry at large can harness this technological power.&nbsp;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;&nbsp;The combination of advanced data and the expertise of travel distributors 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 sellers and their 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;&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!&nbsp;Our clients get exclusive access to 250,000+ properties in trending destinations worldwide, in an intuitive, powerful platform that is designed to:Streamline the booking process for travel distributor and customer alikeEnsure 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.&nbsp;

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What Does 'Hyperlocal' Mean For Travel Distributors?

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 HoteliersInternational 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 marketsTo 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 60,000 travel distributors from 190+ 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 callsBenefit 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 SupportDealing 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 60,000 travel distributors worldwide.&nbsp;

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

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.&nbsp;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.&nbsp;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?&nbsp;Why Should Travel Distributors 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, behaviour, and even their values.&nbsp;&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.&nbsp;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 professionals looking to maximise sales and tap into an engaged, dynamic and responsive segment in today's ever-changing market.&nbsp;What Are The Benefits of Cultural Tourism?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.&nbsp;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.&nbsp;But what does this mean?&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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 unnecessary by other travellers. Many film tourists won't be satisfied 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 client's ideal trip.&nbsp;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.&nbsp;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.&nbsp;Use The Booking Engine To Promote Popular On-Screen DestinationsOf 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.&nbsp;Therefore, 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 visitor’s stay!&nbsp;&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 250,000 hotels in 170+ countries worldwide,&nbsp;in some of the most popular on-screen locations that your clients will love!&nbsp;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.&nbsp;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;&nbsp;Sign up today to start maximising your performance and bookings.&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 LoversHere 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 250,000 hotels in over 170 worldwide countries, including many of these inspiring locations from some of the best recent films, TV and streaming hits.&nbsp;&nbsp;THE USANew YorkNew 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 Square Park.&nbsp;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 UsHBO'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.&nbsp;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.&nbsp;EUROPE&nbsp;Budapest, Hungary - Shadow and BoneBudapest 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.&nbsp;Spain and Croatia - House of the DragonCáceres 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 LotusThe 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 - BridgertonNetflix'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.&nbsp;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, combined with the glitz and glam of the UK's much-loved capital.&nbsp;JAPANTokyo - Alice in BorderlandJapan 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.&nbsp;NEW ZEALANDHauraki, Piha and Fiordland National Park - The Rings of PowerTravellers 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.&nbsp;But of course, one does not simply recommend New Zealand without showcasing The Shire! This idyllic location from 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.&nbsp;Sign up today to discover our Booking Engine today and begin tailoring your clients’ next experience to their perfect on-screen destination!&nbsp;&nbsp;

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

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;&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.&nbsp;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;&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.&nbsp;Discover the main tournaments and events that will take place close to your property, and make the most of them!&nbsp;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;&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;&nbsp;The tournament generates more than $750 million per year in direct economic impact to New York City.&nbsp;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.&nbsp;Besides, since the event always occurs in the same place, it’s worthwhile to secure some tickets and create special packages for your guests.&nbsp;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;&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;&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.&nbsp;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;&nbsp;Our recommendationsYou can offer packages for groups of friends travelling together to watch the matches, including discounts for longer stays.&nbsp;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;&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;&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;&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;&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;&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;&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;&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.&nbsp;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.&nbsp;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.&nbsp;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;&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.&nbsp;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.&nbsp;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?&nbsp;Furthermore, providing Super Bowl guests with discounts, vouchers, points, or rewards for future hotel stays can incentivise them to become repeat customers.&nbsp;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;&nbsp;Also, have in mind offering special discounts for longer bookings, as well as providing convenient transportation options, which will be highly appreciated.&nbsp;Lastly, setting up a large screen for guests to watch the match will be crucial to offer the best experience possible.&nbsp;&nbsp;MAYMonaco Grand Prix: May 24th - 26thThe FIA Formula One World Championship is undoubtedly the highest class of international racing.&nbsp;The prestigious motorsport event generates millions of dollars from ticket sales, hospitality packages, sponsorship, and merchandise.&nbsp;&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.&nbsp;Also, don't hesitate to check out our article on luxury travellers if you want to go deeper on the luxury travel segment.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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;&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.&nbsp;Also, set up screens at your hotel to broadcast the match while offering some drinks to create a fantastic atmosphere.&nbsp;&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;&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.&nbsp;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;&nbsp;Also, consider offering perks such as discounted room rates, event tickets, exclusive access to sports-related amenities, or themed merchandise.&nbsp;As the games will take place in various cities, partner with excursion companies to help your guests discover the wonders of each location.&nbsp;&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.&nbsp;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;&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.&nbsp;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;&nbsp;Create accommodation and ticket packages, especially for smaller events.&nbsp;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.&nbsp;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;&nbsp;Still not part of our worldwide network? Access over 60,000 travel distributors by signing up today. Are you ready to be part of the game?&nbsp;&nbsp;Plus, don't forget to download our free guide on the main travel trends in 2025. Discover valuable tips and insights to better understand today's travel industry.&nbsp;&nbsp;

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Capitalising on Sporting Events: A Winning Strategy for Hoteliers

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How To Capitalise on Global Sporting Events

&nbsp;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!&nbsp;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;&nbsp;Women are the influencers that should matter to you as hoteliers.&nbsp;&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;&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;&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;&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?&nbsp;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;&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. 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;&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;&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;&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 60,000 travel distributors and sellers 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.&nbsp;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;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;&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;&nbsp;Set up market research discussions – bring together a control group of women interested in travelling alone, or who have in the past, to evaluate your current facilities and destinations and offer in-market feedback.&nbsp;&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;&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;&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;&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;&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;&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. 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! Consider waiving this single supplement charge on any unsold hotel rooms to encourage last minute bookings. 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 our Partner Portal 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 Hotelbeds.&nbsp;As our partner, you'll gain exclusive access to our Partner Portal intranet 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;&nbsp;Our Partner Portal also offers:A fully interactive calendar - to allow easier amendments to availability and rates across room types.An intuitive content manager - maximise the quality of your content with our user-friendly interface. 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.&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;&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;&nbsp;Just make it obvious that you are aware of what women want when they travel and that you can deliver on this.&nbsp;&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! Som Dona in Mallorca has gone one step further and made this location women-only which has proved incredibly popular. 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. Set up 24-hour receptionists and door security. Stage inclusive social events to encourage solo travellers to interact with like-minded people while away. 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 60,000 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.&nbsp;Why not consider signing up as one of our valuable partners today?&nbsp;

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How Hotel Owners Can Effectively Target Solo Female Travellers

&nbsp;While solo travel has undeniably been on the rise for years, it’s evident that more women than ever are diving headfirst into solo ventures. The future of solo travel might well be female!&nbsp;With the majority readership of large publications like Solo Traveler World being women, online searches for ‘solo women travel’ increasing by a staggering 230% in 2019, and popular social media platforms like Pinterest logging a 350% increase in pinned articles about female solo travel, it’s evident that more women than ever are travelling alone.&nbsp;So with that in mind, we dive into how travel providers like you can ensure you’re meeting and exceeding the needs of women travelling solo - and why you should want to capture this growing audience of high-value customers!Understand the Unique Characteristics of Solo Travel For WomenIt’s important that you understand the challenges, sensitivities and experiences of female solo travel and this traveller type, so that you can better cater for this valuable segment.&nbsp;Some factors that many women travelling solo consider when booking or planning a trip are: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;These are important factors to consider when promoting destinations to solo travellers, and even more so for women travelling alone; and are equally crucial for when you are building an idea of destinations that you would recommend from your portfolio in future consultations.&nbsp;Make Dedicated Information Easily Accessible&nbsp;Create hubs on your website with relevant information about how your services can be tailored to female solo travel.&nbsp;Whether this is FAQs, or dedicated pages in your service collections, make sure you list which hotels, tour operators and destinations are recommended for women travelling solo and why.&nbsp;Don't forget to offer unique fee/payment information upfront - be clear on your fees, refund, and cancellation policies for solo travellers! Especially when it comes to unique fees like single supplements and cancellations if plans change.&nbsp;This is critical when you consider that it takes the average consumer around 50 milliseconds (that’s 0.05 seconds!) while looking at a website to form an opinion not only about your brand but about whether they want what you’re offering.&nbsp;One of the best ways to do this is a design technique called progressive disclosure - essentially, you’re streamlining important content into a user-friendly format, which improves navigation and allows the user to discover more information about your brand and offerings without being bombarded all at once. And consider that once they’re on your site, the average user spends around 5 seconds reading written content.&nbsp;So, ensuring that your prospective audience understands, quickly, that you can offer the services or experiences they’re after is key.&nbsp;Cater For The Luxury Solo Female TravellerIn 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: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.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 travelling alone.&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;&nbsp;The industry is starting to take note of this increase in demand for luxury solo travel, so it’s important that you’re aware of the opportunities out there!&nbsp;&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 travelling solo, there are many ways that the industry is providing opportunities when it comes to solo travel for women.&nbsp;Consider how you can accommodate this type of traveller; what changes would have to be made to the partnerships you have with tour operators, or indeed to your tours themselves if you’re organising them for the end client?&nbsp;Plus, when you work with a travel partner like Hotelbeds, you’re immediately boosting your visibility to this growing audience.&nbsp;Tour operators, you’re opening up a whole new avenue of distribution for your experiences; while travel providers, you’re accessing a massive, ever-growing portfolio of over 23,000 experiences and 250,000 hotels in trending destinations worldwide!&nbsp;&nbsp;This allows you to capitalise on reaching and catering for the right audience, with the right resources you need.&nbsp;&nbsp;Sign up today to start boosting your bookings from the valuable solo female travel segment!&nbsp;How Insights Can Help&nbsp;And so, keeping up with industry trends in your market is more important than ever, as more and more women seek out solo trips. You can do this easily with our search and recommendation tool, Insights.&nbsp;Designed to offer market-specific insights, gathered from thousands of daily searches and booking data from our users, The Compass allows you to see what’s being booked in your market and when.&nbsp;&nbsp;Not only this, but you'll receive tailored growth opportunities depending on what is most likely to sell in your market, based on real-time data, booking history and seasonality, as well as your personal preferences thanks to Insights' intelligent algorithm.&nbsp;This time-saving, sales-boosting tool is exclusive to our partners, so sign up today to start scaling your success with Insights.&nbsp;Offer Women-Only Group TravelQuite often, travelling solo can be daunting, and for many, the idea of venturing on a long-haul journey even to their dream destination is overwhelming no matter who is embarking on the journey. This is where group travel can be so valuable, especially to solo female travellers.&nbsp;&nbsp;While some women travelling solo won’t necessarily feel the need to travel in a women-only group, for some travellers this will significantly decrease any concerns or doubts around travelling alone amongst a group.&nbsp;Many tour operators around the world have already begun introducing women-only tours to great success - for instance, the tour company Trafalgar introduced women-only tours in early 2022, and suggested that 61% of bookings came from women travelling alone.&nbsp;So, there’s never a better time to make sure you’re filling your portfolio with tours and experiences offered by tour operators and travel providers catering to this valuable segment, in order to meet the needs of the female solo traveller, and therefore boost your bookings.&nbsp;Our ever-growing portfolio is the perfect place to start, with tours and experiences uniquely designed for solo travellers and access to thousands of travel sellers worldwide!&nbsp;Do Your ResearchIn ‘standard’ communication narratives, the solo female traveller is not usually the focus. Many decision-makers in travel, including travel agencies, cannot relate to the challenges of women travelling solo.&nbsp;This presents a significant opportunity for savvy travel providers to get to know this audience better and offer products and destinations that cater for their demands and challenges.&nbsp;By doing so, you’ll position yourselves as the ones to beat for this particular audience. Competitor and market research is an invaluable practice no matter the age, experience, or reputation of your travel agency, and even more so if you’re interdependent!&nbsp;And considering that successful female-focused travel organisations like the Solo Female Travelers Club are already offering consultations for businesses to reevaluate their offerings in light of the growing demand from female travellers going it alone, it’s important that you’re viewing your offerings through the lens of a solo female traveller and consider where any opportunities for improvement might be.&nbsp;Here are just a few ways you can do your research, and therefore identify any gaps in your business or offerings:Read trusted insightsOur Client Resources page is packed full of regularly updated insights, inspired and influenced by global travel trends, and driven by our very own wealth of industry data gathered from thousands of bookings from travel providers all over the world. Check back regularly for insightful and inspiring content for travel agencies!&nbsp;But as we mentioned before, Solo Traveler World and Solo Female Travelers Club are examples of valuable platforms with high social proof attached to them where insights, shared experiences and customer-centric recommendations are shared by women for women looking to travel solo. Keeping a close eye on platforms like this can provide interesting insights into how other travel providers are catering for the growing audience of solitary female travellers.&nbsp;Organic competitor researchIdentify 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 this segment, and how might you incorporate these into your own business model in a way that makes you stand out?&nbsp;&nbsp;Utilise customer feedbackGetting insights from past or existing customers about their experiences with you is invaluable, and is one of the best ways that you can highlight any shortcomings with how your agency handles female solo travellers, and accommodates this type of traveller needs. Ensuring you’re GDPR compliant, of course!&nbsp;&nbsp;&nbsp;So there you have it! This is just the tip of the iceberg when it comes to catering for solo female travel, and it’s especially important that if you’re going to accommodate this type of traveller specifically, you really dedicate time to understanding the unique needs and preferences of women travelling alone.&nbsp;But one of the best ways to start is by working with a travel partner dedicated to connecting the world of travel, no matter the audience or segment! At Hotelbeds, our global network and portfolio allow you to attract and keep your ideal audience, even in hard-to-reach markets.&nbsp;Sign up today today to get started!&nbsp;&nbsp;

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How Travel Distributors and Providers Can Effectively Target Solo Female Travellers

&nbsp;With more travellers prioritising sustainability as part of their plans than ever before, it’s vital that travel distributors can cater to the changing demands for eco-conscious travel. Up to 50% of travellers feel there aren’t enough sustainable options being actively promoted or available, carving a significant opportunity for distributors to offer eco-friendly travel products.Demand for sustainable travel is on the riseThe demand for sustainable travel options is undeniable and is only expected to grow. According to the World Economic Forum, sustainable travel is now a priority for four out of five travellers globally, with 71% committed to travelling more sustainably. Travel distributors are perfectly placed to get ahead of the competition and offer sustainable travel options for conscious travellers, and would be wise to do so, since the sustainable travel market is predicted to grow by $335.93 billion by 2027 (Global Sustainable Tourism Market 2023-2027).&nbsp;&nbsp;As leaders in the global TravelTech space, Hotelbeds are experts in sustainable travel and have already helped thousands of travel providers to better offer sustainable travel options to their clients. If you’re ready to maximise the potential of this growing market, keep reading.How to maximise the potential of the growing sustainable travel market1.&nbsp;&nbsp; &nbsp;Expand your sustainable property portfolioHotels worldwide are investing and developing their sustainability practices in line with environmental, social, and governance (ESG) principles to appeal to customers and stakeholders alike. This poses significant opportunities for travel distributors to advertise eco-friendly hotels and green incentives. Prospective travellers are proven to be doing more research and due diligence on sustainability before booking, so it’s absolutely vital to be promoting these credentials, particularly since, according to Avantio:-&nbsp;&nbsp;&nbsp; 40% of travellers want booking sites to clearly show sustainable properties&nbsp;-&nbsp;&nbsp;&nbsp; 37% of travellers want a filter option to show sustainable accommodation more easilyReady to expand your sustainable property portfolio? You can access over 40,000 sustainable hotels with ease via Hotelbed’s ‘Green Hotel’ filter on our Booking Engine. In the past year, the programme has seen a 30% growth in travellers choosing eco-friendly hotels.&nbsp;&nbsp;Join the B2B travel partners already taking advantage of the Sustainable Hotels Programme by clicking&nbsp;here.&nbsp;Beat plastic pollutionThis year’s theme for World Environment Day is Beat Plastic Pollution, drawing attention to one of the most significant environmental challenges of our time. Thankfully, the travel industry can play a part in the solution by catering to the increasing demand for plastic-free. In fact, Hotelbeds has seen an 84% increase in our plastic-free hotel portfolio, with 30% more customers seeking both an eco-friendly and plastic-free hotel in the past year. This is a fantastic opportunity for travel distributors to clearly advertise products which meet this criteria. Learn more here.&nbsp;2.&nbsp;&nbsp; &nbsp;Maximise high-margin products through sustainable ancillaries&nbsp;Are you maximising the potential of high-margin ancillary products? For example, nature-based packages are predicted to account for 57% of travel packages globally, according to Euromonitor. This demonstrates the increasing demand and opportunity for sustainable ancillaries, from off-grid retreats to immersive experiences, which you can easily add to your offerings for sustainable travellers to choose from.&nbsp;Hotelbeds can help travel distribution partners to offer sustainable ancillaries: in fact, our mobility and experiences portfolio contains 23,000 activities overall, giving plenty of choice to your clients.EMERGING TREND: REGENERATIVE TRAVELSustainability is about protecting both people and the planet. Offering tours which are experience-rich and help improve communities and/or natural spaces, known as regenerative philosophy, will become essential to appeal to the traveller of tomorrow. With competition higher than ever before, plus more choice and greater traveller independence, it’s vital to offer unique, values-based experiences which sustainable travellers can’t refuse.&nbsp;3.&nbsp;&nbsp; &nbsp;Broaden your customer base with options for all budgetsIt is widely accepted that sustainable travel comes with a price premium, although those willing to pay varies across customer segments. Although some segments (like luxury travel and high-impact conservation) are seeing a boom, the global economic landscape is certainly impacting some travel behaviours. With inflation considered a primary issue impacting travel plans in the next 12 months, it’s vital to vary your offerings to suit budgets across traveller types. For example, whether a beach holiday or city break, emerging destinations are a fantastic opportunity to capture cost-conscious travellers who want to spend less, support local economies, and have authentic experiences.4.&nbsp;&nbsp; &nbsp;Increase your credibility to increase customer loyalty&nbsp;Travellers are more discerning than ever about greenwashing in tourism, the marketing of products or companies which claim to be sustainable without any evidence to support these claims. In fact, the World Economic Forum reported one of the main barriers for sustainable travellers is concern around the claims which travel companies make about the sustainability of their products.&nbsp;By working with credible partners and offering packages and services which are proven or certified to be sustainable (like the Hotelbeds Green Hotels Programme), with transparency and good reporting, you will gain valuable customer loyalty and see travellers return to you for years to come, all the more important in an increasingly competitive market with travellers exercising more independence than ever before.&nbsp;The important role travel distributors play in sustainable travelTravel distributors play a crucial role in protecting the planet through sustainable offerings. As the demand increases for sustainable travel, with more people understanding that eco-friendly doesn’t necessarily mean sacrificing luxury or comfort; travel distributors can certainly benefit from, and even lead the way in, these changing ideas around sustainable travel. After all, environmentalism is definitely not going anywhere, so make sure your travel business is primed and ready to help sustainable travellers protect and enjoy the planet for years to come.&nbsp;&nbsp;&nbsp;Ready to start selling sustainable experiences? Register now!&nbsp;

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World Environment Day: Your Guide to Selling Sustainable Travel

The recent economic and global challenges of the past few years have caused a shift in how businesses approach technology for the long term.According to a recent study by McKinsey &amp; Company, companies of all industries have increased the digitization of their customer and supply chain interactions, some by as much as three or four years, while the adoption of digitally enabled products has also accelerated, by up to seven years - and as much as ten years in Asia.This rapid acceleration of technology adoption is transforming the business landscape and presents new opportunities for growth and innovation.&nbsp;Across many industries, a narrative shift is taking place wherein technology is no longer solely recognized for its cost-saving capabilities, but as a crucial aspect of any business. The rise of technological solutions is not a new concept, but the increasing reliance on technology to meet customer demand and replace outdated communication methods is noteworthy.&nbsp;&nbsp;Of the changes to the adoption of digital processes, the largest are the most likely to be here for the long term, including:&nbsp;Changing customer demands or expectations - such as, for example, increased hygiene awareness and online communication/purchasing&nbsp;Increasing migration of cloud-based assets&nbsp;Increasing use of advanced technologies within business operations - such as artificial intelligence, automation and analytics.&nbsp;In fact, 32% of attendees at our MarketHub Americas event suggested they were planning to embrace tech and AI above anything else this year, and 28% planned to innovate more.&nbsp;Within the context of the travel and hospitality industry, it is imperative for hotel owners to consider how they can effectively integrate advanced technology to enhance customer interactions. This raises the important question of how hotel owners can adapt to an ever-evolving digital landscape, and what innovative tools and strategies are already being utilised to optimise customer experiences in the hospitality sector.&nbsp;Smart Hotel Technology&nbsp;In response to the growing expectations of digital-savvy travellers, hotels are expanding their horizons by offering innovative facilities such as mobile check-in, smart room technology and partnering with new tech companies to cater to their everyday needs.&nbsp;To be considered a top-tier hotel, it is essential to provide guests with cutting-edge technology that enhances their experience. Smart hotels achieve this feat by enabling customers to control devices and services using Artificial Intelligence (AI), Augmented Reality (AR), or digital connectivity. Examples of such travel technology include voice control, energy efficiency controls, facial recognition, and automation.&nbsp;The implementation of smart hotel technology is a vital aspect of customer experience. By utilising AI machine learning to collect and process customer data during a stay, hotels can gain valuable insights into customer preferences and provide a more customised experience.&nbsp;What are some other real-life examples of travel technology partnerships or innovations within the hotel industry?Marriott International recently partnered with Groups360 to streamline the process of booking rooms, meeting spaces and events for its corporate guests.&nbsp;The Maho Group, offering hotels and resorts in the Caribbean, partnered with Cendyn to power its CRM, revenue management and business intelligence, offering personalised experiences to encourage customer loyalty by tracking individual guests’ preferences.&nbsp;IHG Hotel and Resorts recently partnered with PPDS to offer Chromecast in select locations, providing guests with the ability to stream content from their smart devices.&nbsp;DistrictHive offers its guests a ‘human recharding pod’, an ‘off-grid’ space where AI systems manage energy consumption and can change external stimuli like sounds or smells based on external conditions.&nbsp;Ascott’s Lyf One-North Singapore provides a co-living property for guests, where they can trade digital art and engage in virtual activities.&nbsp;Hilton has been working with Meta and SweetRush to create VR scenarios to train members of the team to deal with complex guest situations and provide a better experience for future guests.&nbsp;How Do We Encourage Tech Development at Hotelbeds?In order to enhance the traveller's experience and ensure a seamless process, we have forged a partnership with Wayra, an open innovation centre operating within the telecommunications firm Telefonica to create the TravelTech Lab by Hotelbeds.Designed to allow us to support upcoming tech startups, this collaboration means we can work&nbsp;together with startup partners to create customer-centric products, platforms, and services that have a significant impact in the travel industry. Our goal is to continuously innovate and improve the travel experience for our customers.&nbsp;A diverse and data-driven distribution strategy is crucial to enhancing exposure and relevance within the travel industry, particularly in the valuable B2B marketplace. At Hotelbeds, with our extensive network of over 54,000+ travel distributors worldwide, we are well-positioned to amplify the success of your hotel(s).&nbsp;Not only this, but our exclusive extranet is a hotel marketing solution that combines the benefits of our distribution channel with valuable digital tools to effectively manage availability, rates, content and more to maximise room occupancy.&nbsp;Sign up today to become one of our valuable hotel partners today!Log in to your Hotelbeds account today to begin maximising your distribution.Green TechnologyThe tourism sector, research has shown, is responsible for as much as 8% of global CO2 emissions, with around 2% of this directly produced by the hospitality industry. This, and recent insight from CBRE demonstrates the urgency around the need for hospitality and leisure infrastructures, businesses and establishments to reduce their carbon footprints in comparison to other real estate classifications. Hotel carbon emissions alone are shown to be 96kgCO2e/m².&nbsp;And although there has been tangible progress to reduce carbon footprints in order to meet the terms of the globally recognised Paris Agreement, there is still much work that can be done not only to ensure the development of their business, but to keep in line with the fact that sustainability is now, by necessity, a guiding principle of the travel industry.&nbsp;Here are just a few examples of sustainable technology which hotels around the world are adopting:&nbsp;Operational systems:&nbsp;such as Energy Management Systems (EMS), Guest Room Management Systems (GRMS), Property Management Systems (PMS), and Building Management Systems (BMS).&nbsp;&nbsp;Online check-in and automated ticket management for guest requests&nbsp;Digitised communications and collaboration technology:&nbsp;for shareholders, corporate communications and even for guests, to reduce the carbon footprint that comes with printed or physical resources.&nbsp;Renewable sources of energy:&nbsp;solar or photovoltaic - to lower the impact of high-consumption services like air conditioning.&nbsp;Why Is Sustainable Technology Important?&nbsp;As previously highlighted in our traveller of tomorrow discussion, the Gen Z traveller profile is one of the most influential in the travel industry. This demographic is particularly vocal in their support of sustainable travel, with Millennials also ranking the ecological impact of transportation, accommodations, and activities as a significant factor in their booking decisions. Google Insights also reports that more than half of surveyed travellers consider environmental impact when making travel plans.&nbsp;And after all, the guests of the future will be Gen Z and Gen Alpha (the children of Millennial families); and as the 'voice of sustainability', these generations prioritise eco-friendly practices, making it critical for hotels to adapt in order to remain relevant and successful in the industry.&nbsp;As part of our recognition that providing sustainable travel opportunities to end travellers is so vital, at Hotelbeds we’ve worked to ensure that hotels that can be categorised as ‘sustainable’ can easily be found in our portfolio. This is true when travel providers are locating their clients' perfect hotel using our Booking Engine thanks to our ‘Sustainable Hotel’ filter, or browsing top-recommended hotels in our Star Brochures digital brochure.&nbsp;This is because we know that it’s critical that your properties are receiving not only maximum exposure, but that the defining qualities of these properties are highlighted to the right traveller at the right time in order to increase occupancy rate.&nbsp;&nbsp;Sign up today to become one of our valuable hotel partners, and benefit from responsible, expert distribution as part of our global network.Recognition TechnologyRecent data indicates that incorporating self-service technology in hotels can increase guest satisfaction, with around 73% of travellers preferring to stay in hotels that offer such technology. From facial recognition to voice control and voice search, recognition technology offers valuable opportunities to implement self-service travel technology, and is one of the more accessible ways to do so.&nbsp;&nbsp;Facial recognition technology however can also be used throughout the entire customer experiences to provide:&nbsp;Faster check-in and check-out.&nbsp;A more reliable payment system.&nbsp;Higher security - particularly helpful for travellers embarking on long-haul journeys or who want to ensure their details are protected in far-away countries.&nbsp;A dematerialised experience - reducing not only the need for wasteful resources like printed paperwork, but also a less stressful experience for travellers.&nbsp;The modernisation of previously manual or analog processes in order to streamline a customers’ experience also brings us to our next point.&nbsp;Customer-Centric Artificial Intelligence&nbsp;As the demand for travel continues to expand, and customers of all demographics are more expectant of digital processes in their daily lives, travel providers must dramatically rethink how they’re ensuring customer satisfaction.&nbsp;The integration of artificial intelligence into businesses has become more prevalent in recent years, though it has been in existence for quite some time. And while the use of machine learning and AI does present some logistical challenges, the potential of this type of tech cannot be ignored. It is essential, however, for the hospitality industry to strike a careful balance between the benefits of automation and the necessity of delivering personalised experiences.&nbsp;The most significant example of customer-focused AI when thinking about travel technology for the hospitality industry, is Chatbots. Using natural language processing (NLP) this technology accurately responds to and engages with users to streamline and enhance the customer experience.&nbsp;&nbsp;The benefits of integrating chatbots into customer service strategies are supported by research from Meta, indicating that approximately seven out of ten customers feel a greater connection to businesses that offer messaging options. In addition, 65% of consumers prefer contacting businesses via chat. These statistics emphasise the importance of utilising chatbots as a professional and effective means of enhancing customer satisfaction.&nbsp;From pre-booking enquiries to post-booking assistance, Chatbots offer:A direct channel of communication from customer to business, simplifying the way that customers used to contact travel providers in the past.&nbsp;&nbsp;Seamless customer service - when implemented correctly.&nbsp;The ability to gather crucial data - allowing businesses to learn about their customer needs to better meet them.&nbsp;Our CEO Nicolas Huss, suggests that technology like chatbots allows travel distributors to ‘provide an elevated personalised experience by remembering preferences and automatically implementing them each time an individual books their next trip.’&nbsp;Tech-Owned Hotels and Resorts&nbsp;Another noticeable way that the ownership of hotels and how this may impact the hospitality industry is the increasing instances of technology companies branching out into hotel ownership.&nbsp;For example, tech-company Heli, who have specialised in providing a booking platform and software to heli-skiing experience providers, purchased their own property in a move to expand into the industry in an all-new way.&nbsp;This expansion into the hospitality industry directly challenges existing hotel owners and hospitality providers, as established travel technology companies such as Heli are approaching the travel market with a high level of understanding about both sides of the market - what it takes to run a successful business, and also how to keep customers happy.&nbsp;&nbsp;What does this mean for hoteliers?Travel tech companies moving into the hotel ownership sphere will result in an increasing level of competition for existing hotel owners to ensure that they know what their guests want, and have the appropriate resources, facilities and internal tech solutions to provide this.&nbsp;Technology and Remote Working/Bleisure TravelAs we previously discussed in our article covering the best destinations for remote workers, the impact and influence of the remote worker on the travel landscape is significant, and does not seem to be dissipating. In fact, by 2022, the number of remote workers had grown to 35 million, with around 16% of companies around the world operating on a fully remote basis, and 76% respondents to a TravelPerk survey suggesting their company was hybrid.&nbsp;'Bleisure’ travellers are also an increasingly prominent segment, and the combination of business and leisure travel not only changes&nbsp;the needs that guests have during their stay, but also their search criteria during the booking process and businesses that lack the facilities or technology solutions to cater for this segment may find themselves at a disadvantage.&nbsp;&nbsp;This continual blurring of the line between business and leisure travel can cause several challenges for hotels, such as determining the travel motive for their guests, and changing travel behaviours which are leading to fewer ‘shoulder’ seasons throughout the year amongst other changes across the industry. This will have long-term impact on the considerations that hotel owners should be keeping top of mind when it comes to attracting, and retaining this segment.&nbsp;&nbsp;Here are a few crucial technologies that hotel owners should consider implementing for remote and bleisure travellers:Secure, superfast WiFi - while this may seem obvious, the importance of reliable WiFi that will allow remote workers to conduct their business as usual is vital to attracting this type of traveller, and ensure positive word of mouth marketing as a result of their experiences.&nbsp;Access to tools like printers, desktop computers, and smart TVs - this supports a productive environment and ensures spaces are convenient for a wide range of needs.&nbsp;Cloud-based technologies - offering coworking or meeting spaces which offer online or cloud-based solutions ensures you’re meeting the variable needs of the remote worker.&nbsp;Nomad Stays is also looking to take their accommodation of remote workers even further, by offering a booking platform that focuses on the sense of community that this type of traveller is often looking for. This marketplace will provide travellers with ideas of where to buy relevant software to create meetups, coaching and training sessions, consultation services and more - and it’s a key example of how travel providers everywhere are beginning to change their business models to incorporate this high-value segment.&nbsp;Why is it important that hoteliers are accommodating remote workers?The notion of ‘hybrid hospitality’ encompasses the opportunity for hotels today, and how businesses utilising the spaces available in their hotels throughout the day and at different times can significantly uplift revenue generation. For example, by ‘stacking’ a co-working model onto the hotel real estate, a 24 hour window of revenue generation opens up, and several hotels found that by doing this it grew their revenue by 20%; just by offering remote workers space to conduct their business in.&nbsp;By offering a combination of spaces where their business travel and leisure travel needs meet, you’re offering the level of flexibility that today’s travellers are looking for.&nbsp;&nbsp;VR As A Hotel Marketing ToolVirtual Reality (VR) offers travel providers and travel sellers all over the world to build a sensory experience of a destination, attraction, or activity, which can then be used to complement or even replace traditional promotional tools much like printed travel brochures.&nbsp;However for hotels, VR offers a multitude of opportunities to increase occupancy rate, by emphasising the physical environment which is being sold to travellers. By engaging with VR experiences or materials, potential travellers can make a more informed judgement of a new destination, hotel or tourism experience. VR, when used as a hotel marketing tool, provides travellers the chance to more intrinsically understand what will be offered to them and therefore better influence the decision-making process.&nbsp;When guests can see themselves using the hotel facilities, or even relaxing in their room, the likelihood of them booking this hotel increases.&nbsp;Some real life examples of successful VR marketing include:&nbsp;Unveiled at Fitur 2023, Amadeus announced plans to offer virtual experiences and previews of trips for travellers to travel agencies with its ‘Triportation’ program. This innovative development will provide a mix of ‘VR, AI and metaverse’ to enhance the travel experience at critical moments in the booking journey.&nbsp;The use of a VR web portal (Bihor360) was used to successfully promote sustainable tourism in Romania, with positive effects on the awareness, protection and conservation of historical and cultural monuments.&nbsp;We predict that the use of virtual reality and augmented reality (AR) will continue to expand as travellers become increasingly familiar and reliant on this type of technology during the travel booking process. This includes utilising it to inspire them at the initial “dreaming” stage all the way through to their departure.&nbsp;So there you have it! These are just a few of the ways that travel technology is being integrated into the hospitality industry, whether that’s with a customer-centric approach, or with initiatives designed to improve the sustainability of hotel facilities, or even to train members of the hotel team to better serve their guests.&nbsp;&nbsp;At every level of the travel and hospitality industry technology is being recognised far and above its efficiency-increasing capabilities, and is becoming a crucial component of any business. At Hotelbeds, this integration of technology is something we hold as one of our central pillars, from the TravelTech Lab by Hotelbeds to the wealth of data we collect and use to offer our partners informed, market-relevant insights to improve their business.&nbsp;Sign up today to join the ranks of hotels around the world benefitting from our global network of travel distributors, responsible distribution and data-driven growth strategies.&nbsp;Log in today to begin maximising your exposure with our global network of travel distributors, and grow your revenue!