Hotels drive demand by marketing to social, niche groups

Hotels are paying much more attention to marketing to niche groups of guests

One of the busiest segments of this soaring leisure travel is among groups, such as bachelor and bachelorette parties, senior, couples, destination weddings and family reunions. Hotels are responding with value-added creative packaging to attract these guests and lure from them away from the competition.

Key takeaways

• In 2022, due to an abundance of leads, hotels were taking orders more than intentionally marketing to these groups. They have learned from this experience and are now purposefully marketing to this profitable niche;
• Adapting corporate meeting areas for elaborate family reunions and converting boardrooms into family hospitality suites, offering group outings and rethinking the delivery of banquets will help round out the guest touch points to deliver on the service demands from social groups;
• Marketing to and servicing social groups must cater to multi-generational guests and understanding the motivation for the trip to capture the business is key.

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