{"id":6016,"date":"2026-04-17T00:33:07","date_gmt":"2026-04-16T22:33:07","guid":{"rendered":"https:\/\/en.wubook.net\/blog\/?p=6016"},"modified":"2026-04-17T00:33:12","modified_gmt":"2026-04-16T22:33:12","slug":"attracting-groups-to-hotels","status":"publish","type":"post","link":"https:\/\/en.wubook.net\/blog\/attracting-groups-to-hotels","title":{"rendered":"Group travelers in hotels: how to attract them and turn them into a stable source of revenue"},"content":{"rendered":"\n

Dear WuBookers, if there\u2019s one way to fill rooms, generate extra revenue, and ensure financial predictability even during the off-season, it\u2019s to focus on group tourism<\/strong>. Yet, many hoteliers still treat groups as a marginal category, to be accepted only when individual reservations are lacking. Of course, groups can be demanding in many ways, but welcoming them in the right way could prove very beneficial for your business. So let\u2019s see how to attract groups of travelers to your property<\/strong>.<\/p>\n\n\n\n

Why Groups Are an Opportunity Not to Be Ignored<\/strong><\/h2>\n\n\n\n

The numbers speak for themselves. As early as 2024, there was a significant increase<\/a> in group reservations: forecasts had estimated a turnover of $190 billion, with overnight stays already hitting new records in the first half of the year. Well, today the trend shows no signs of slowing down; on the contrary, it confirms just how much this type of tourist deserves special attention from both large hotel chains and smaller, independent properties.<\/p>\n\n\n\n

In fact, groups help hotels (or B&Bs and vacation rentals) fill occupancy and increase overall revenue<\/strong>, generate recurring business, make revenue more predictable, and have lower acquisition costs compared to individual reservations. Furthermore, very often, they contribute to total revenue through spending on food & beverage, equipment and meeting room rentals, in-room extras, services, and other activities.<\/p>\n\n\n\n

In other words, a single group reservation is worth much more than the sum of the individual rooms occupied.<\/p>\n\n\n\n

Know your groups: the main segments<\/strong><\/h2>\n\n\n\n

The group tourism landscape is highly diverse today, and the trends for 2026 seem to encourage this variety: from adventure enthusiasts who gather for hikes, treks, or sports activities, to cultural travelers; from niche-interest groups to educational tours; from corporate retreats to multigenerational family reunions, all the way to so-called SMERF groups (Social, Military, Educational, Religious, and Fraternal).<\/p>\n\n\n\n

What does this mean? It means that not all groups are the same<\/strong>, and understanding who you\u2019re dealing with is the first step toward creating a truly attractive offer. In fact, each segment has different priorities when choosing properties: let\u2019s explore the main ones in detail.<\/p>\n\n\n\n

Leisure Tour Groups<\/strong><\/h3>\n\n\n\n

These are groups of travelers traveling for pleasure, often organized through tour operators, travel agencies, or associations, usually with advance reservation at a special rate<\/strong>.<\/p>\n\n\n\n

This category therefore includes groups of friends, cultural tourists, hiking enthusiasts, food and wine travelers, and more. In general, this type of traveler seeks comfortable surroundings, meaningful experiences, knowledgeable coordinators, and above all, the feeling of being \u201cat home even when away from home.\u201d<\/p>\n\n\n\n

What matters most to them is:<\/p>\n\n\n\n

strategic location<\/strong>: they want to be close to what they came to see;<\/p>\n\n\n\n

flexible dining services<\/strong>: schedules adapted to the group\u2019s itinerary, menus agreed upon in advance, and the ability to accommodate shared tables or private dining rooms;<\/p>\n\n\n\n

coordinated check-in and check-out management<\/strong>: checking in 10\u201320 people all at once can become an unsustainable bottleneck without a dedicated procedure and should therefore be avoided;<\/p>\n\n\n\n

local authenticity<\/strong>: in recent times, forms of emotional and responsible tourism that respect nature and local communities have been gaining traction;<\/p>\n\n\n\n

dedicated contacts<\/strong>: the group leader or tour operator representative needs a point of contact at the hotel to liaise with before, during, and after the stay.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Corporate Tour Groups<\/strong><\/h3>\n\n\n\n

Corporate groups encompass all group reservations related to the corporate world that do not fall within the scope of structured events (that is MICE, which we will discuss shortly). These are teams traveling for internal training, client visits, retreats, onboarding, or operational trips involving multiple employees.<\/p>\n\n\n\n

Corporate reservations are typically negotiated in advance<\/strong>: prices and service levels are already agreed upon, as are any benefits.<\/p>\n\n\n\n

Corporate travelers tend to book on weekdays and expect business-oriented facilities with excellent internet connectivity<\/a>.<\/p>\n\n\n\n

Here\u2019s what they look for in a hotel:<\/p>\n\n\n\n