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SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
To succeed in obtaining more bookings – group or individual – your brand has to stand out from your competition – before, during and after. You need to identify your market, watch your competition – and develop your brand presence.
How to Encourage More Group Bookings to Your Hotel
Unlike Individual consumers, who are often
driven by speed, Groups who are booking
tend to take more time and effort in their
search for the perfect location – looking at
prices, availability, services, etc.
Securing group bookings, especially during
traditionally quieter periods, can bring in a
welcome boost of revenue, and keep your
brand in the public consciousness.
How to Encourage
More Group Bookings
to Your Hotel
Before you can start appealing to guests and
encouraging more group bookings, you need to
know who your guests are, what they want from
you, and how best to meet their expectations.
Social Media, Review sites, Mobile Apps and your
website/s are all areas of information that your
potential guests will look at when making their
choices – how you handle the operation of these
channels will go a long way to determining the
success of your marketing strategies.
Reputation Management is extremely important,
if your brand is not seen to be caring or
customer-centric, and has unattended negative
reviews or unanswered questions, the groups will
look to your competitors instead.
Word of mouth advertising and review sites holds
a huge amount of influence over customers,
The Basics You Need to
Cover Before You Begin.
Group bookings can broadly be divided into two
Personal Bookings and Corporate Bookings.
You can appeal directly to groups as a whole, by offering
group rates on their hotel bookings and advertise the
facilities and functions they may be interested in – such
as conference rooms, event rooms, or specialised
Some venues now offer customers their choice of hotel
rooms when they make their bookings, which is a very
appealing function for groups that want to be allocated
But if you want better success with securing the
bookings, it is advisable to combine the general
approach with a specific marketing campaign for each
type of group.
95% of leisure travellers
read at least seven
reviews before booking
To appeal to Personal Groups you should use your
website and social channels to not only promote your
venue – what you have to offer, what you can do
better and why they should visit you – but you should
offer information on the area you are located in – are
there any interesting local landmarks? What events
are taking place? What activities are available for
If your venue offers activities or events – make sure
that you advertise this fact. Use your social media
channels and websites to give your audience a
sensory experience that encourages them to visit –
you could do this through photographs, videos or
blogs. The more appealing the location is, the more
likely these groups will want to stay with you.
What You Need to
Secure Bookings from
You could also connect with local businesses to
offer special group promotions - such as
discounted dining at a local restaurant, reduced
price tickets for attractions, or a direct line to a taxi
or shuttlebus provider that can accommodate the
Promote local events, or hold your own to
encourage more bookings – especially during
Create Facebook groups to encourage activity and
user generated content – the more people can see
a genuine and authentic experience, the more they
will trust and remember your brand.
These groups want experiences, value and the
ability to enjoy themselves together.
Corporate Groups have a different motivation for
travelling – they may be looking to host an important
business meeting, hold a conference, provide training
days or attend exhibitions being held locally.
These people will largely be concerned with the services
that your hotel can offer, rather than the experience
given by the surrounding area.
From the size and location of the meeting rooms, to the
ease of access from public transport terminals,
Corporate Clients will want to make sure that everything
they need is where they need it, when they need it.
What You Need to
Secure Bookings from
To appeal to these clients, you need your marketing
message to clearly express what you can do for
How many meeting rooms or event rooms you have
What capacity you can hold
Transport and Ease of Access,
Additional services (such as catering)
Make use of media relations – encourage features
and reviews, submit articles or blogs that discuss
your venue, the location and the services it offers.
Create a newsletter and encourage clients to
subscribe – keeping them abreast of any changes to
the venue or services, and offering promotions or
packages designed to appeal to the needs of these
Attend business events and conferences – even if
you’re not able to exhibit, you still have the ability to
make connections and keep your venue in the mind
of those who arrange events and make decisions.
To succeed in obtaining more bookings – group or
individual – your brand has to stand out from your
competition – before, during and after.
You need to identify your market, watch your
competition – and develop your brand presence.
Build up your reputation, engage with your
audience, and make sure that any promises you
make or values you ascribe to – are kept.
Build up word-of-mouth / digital word-of-mouth
referrals and show your customers that you care
for their experiences.
Dedicate time and a budget to engaging online –
take ownership of review site listings and manage
your social media pages.
Take every opportunity to give them an
exceptional experience that they won’t forget.
You Need to Be Absolutely
Nurture Your Social