Hotel management is indeed a tricky job and requires hoteliers to don multiple hats to take various decisions. Every guest is unique and has set expectations to be fulfilled. While the leisure travellers often tend to grab the most attention and enjoy a larger share of the pie, corporate and group bookings are sometimes an overlooked factor. Travel agents responsible for organising group bookings or firms that send a steady flow of business travellers take time to evaluate their needs.
Unlike the leisure traveler, agents or representatives coordinate with various hotels to crack the best deals for their clients. Guest satisfaction is the primary motive and group planning requires a certain checklist to be fulfilled. Strategies required to boost group bookings would be different as these guests are not dependent on peak-periods. They have a well-defined purpose and can definitely add to the hotel’s revenue in the long run.
#1: Identify your market
Understand your hotel property and the amenities to identify the market. Does your hotel have the amenities to attract a corporate group? Can it handle the large number of people who will attend elaborately planned weddings? A bed and breakfast for example is a small property and has certain limitations for group bookings. This can serve to attract small groups of working professionals looking for a short break from their corporate duties. Packages that offer fun team-building activities, access to a special lounge, free Wi-Fi, and other offerings will attract the right market. A boutique hotel on the other hand is suitable for events such as weddings or parties. Understand what you can offer and identify your market accordingly.
#2: Keep a close watch on your competition
Once you’ve grasped what kind of group bookings is best suited for your hotel property, it’s time to focus on other hotels that offer the same. Keeping a watchful eye on the competition will give you a much broader perspective on the running of your business.
Which are the leading names that attract larger bookings for your target group? What is your competitor doing differently? What about their online reviews? Can you do something different from your competitor?
The answers to these questions will help you find ways to increase group bookings.
