Group travelers represent a highly sought-after segment in the hotel industry, yet they’re also among the most challenging to capture.
NB: This is an article from Engine
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The competition is fierce, the logistics are complex, and responding to RFPs can quickly become overwhelming. But the opportunity is too big to ignore. Private and corporate groups make up an increasingly important and growing segment of the post-pandemic travel market. To capture a share, hotels need to up their game with groups. It all starts with getting better at winning group RFPs.
Most advice about group bookings centers on automation. There’s no doubt automating processes like advertising, invoicing, and sending confirmations can save time and trouble. But generic and impersonal RFP responses won’t win business. When you’re staring down an inbox flooded with RFP requests, it’s easy to forget the first rule of hospitality: provide a personal touch. That’s as true for guests beginning their search as the ones checking in. The key is to use technology to improve your customer relationships, not replace them.
With that in mind, here are eight ways to win more group bookings: steps you can take to leverage automation, strengthen relationships with group travelers, and convert leads to bookings.
1. Offer a Discount on Your Best Available Rates
Let’s start with the most influential factor in group bookings: competitive pricing. Per Engine data, 52% of guests say nightly rate is the top consideration when selecting a hotel. If your property can’t offer a discount on its best available rates (BAR), you put yourself at a disadvantage. Group bookings often come down to price sensitivity, as corporate clients and private groups are both budget-conscious. Offering flexible, competitive rates can make all the difference when groups are evaluating multiple proposals.
2. Guard Your Reputation Like Gold
Before groups reach out, they’ve likely spent hours researching their options online. They look for properties with a strong reputation and rely heavily on feedback from previous customers. Soliciting positive reviews and managing your presence on third-party platforms is non-negotiable. If your property consistently scores high marks in service, cleanliness, and amenities, you’ll be in a much stronger position to win those group RFPs.
3. Make It Easy for Groups to Find You Online and Complete Their Bookings
If groups can’t easily identify you as an option, they won’t send you RFPs. Improve your online visibility by optimizing your website and social media content with relevant group booking keywords. Create a variety of content that targets keywords like “group booking management,” “hotel group rates,” and “corporate booking solutions.” An on-page search engine optimization (SEO) strategy will make it clear that your property caters to groups and events and help your content rank higher in search results than your competitors.
Then, once a group lands on your website, make it as easy as possible to complete the booking. Directing groups to call or email your team or fill out a bare-bones “contact us” form creates unnecessary back-and-forth, and may even send them to competitors with easier digital experiences. When driving groups to a contact form, gather all the information you’ll need from them to submit a comprehensive and competitive RFP, such as their properties of interest, must-have amenities, and room customization needs.
4. Respond Quickly But Thoughtfully
Speed is important, but it’s not everything. On the Engine platform, lodging providers typically deliver quotes within one business day. Some respond in as little as four hours. Others within 10 minutes. But the most successful providers are not just fast but thorough and thoughtful in their responses.
Take the time to personalize your proposals to show that you’ve paid attention to their needs and are ready to provide amazing guest experiences. Restate key details and address specific requests. For competitive orders, consider offering perks like free breakfast, complimentary parking, and flexible attrition rates. If you use templates, remove irrelevant or generic images or copy. When you’re up against competitors who are just as quick to respond, it will be your attention to detail that helps you stand out.
5. Anticipate the Group’s Needs
On a related note, be sure to look for hints in an RFP that give you a sense of what amenities or services would benefit the group—before they ask. Anticipating the group’s needs can make a difference in winning the business. For example, you might offer flexible check-in and check-out times for sports teams arriving off-hours, a complimentary meeting room for a company hosting an offsite, or venue shuttle service for groups attending an event nearby. Tailoring your response to address the group’s assumed or unstated needs will show them that you’re thinking ahead.
6. Provide Flexible Contract Terms
Those planning a group trip need reassurance. They want to know they have options if plans change. Offering favorable contract terms, like flexible cancellation policies, or the ability to extend the stay, can give you a competitive edge. It shows you understand the unpredictability of group travel and are willing to accommodate it.
Working loyalty points into the contract can also make the offer more attractive. Groups booking IPO (individual pays own) room blocks may be lured to your proposal if you grant loyalty points to each traveler.
7. Highlight Unique Amenities and Differentiators
Even business travelers like a little more from their stay than meetings and meals. If you have special amenities like spa and wellness experiences, state-of-the-art gyms, or large event spaces, put those amenities front and center in your proposal. The amenities most frequently requested by groups include on-site laundry, complimentary breakfast, kitchenettes, sufficient parking, meeting rooms, and proximity to dining and entertainment. Make sure to mention at least these, if you can, and other distinctive perks that set you apart.
8. Track Your Wins and Losses to Improve
You can’t get better at winning RFPs if you don’t measure and track progress. Keep a close eye on which bids you win and lose and why. If a group chose a competitor, do you have visibility into the deciding factor? Platforms like Engine provide this data. Don’t let it go to waste. By gathering and analyzing RFP results, you can refine your strategy over time—whether that means adjusting rates, improving responsiveness, or offering more flexible contract terms. Understanding what’s working and what isn’t will help you fine-tune your approach and ultimately win more group business.
Some of the most rewarding revenue opportunities in the post-pandemic market lie in securing group bookings. Make the most of automation: not just to improve your speed of response, but the level of detail and strategy in your proposal. Winning group RFPs means understanding the unique needs of each client, standing out where it matters and delivering value before customers book. The RFPs will keep coming. The more responsive, flexible, and unforgettable you can be, the more business you’ll convert.
