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For large hotel groups, distribution strategy is as critical as property development. Ensuring hotels are visible across international markets, while maintaining strong occupancy and revenue growth, requires a combination of global reach, market insight, and trusted partnerships. Megaworld Hotels & Resorts, the Philippines’ largest hotel operator, recognised early on that global expansion would require a strong and collaborative distribution ecosystem. As the group expanded its portfolio across multiple destinations, it sought to work with a partner that could help connect its rapidly growing inventory to international travel demand. In HBX Group, MHR found a partner whose global reach and strategic capabilities aligned with its ambition. Since strengthening their collaboration in late 2023, Megaworld Hotels & Resorts and HBX Group have worked closely to expand global visibility, diversify international demand, and elevate the Philippines as a compelling destination on the world stage. The results have been significant, with strong growth in both room nights and revenue within the first two years of full implementation. This progress reflects both the strength of HBX Group’s global B2B travel ecosystem and MHR's proactive approach in shaping how its properties are positioned, distributed, and experienced by international travellers. About Megaworld Hotels & ResortsMegaworld Hotels & Resorts currently manages approximately 6,500 room keys, with new properties under development expected to increase capacity to around 9,000 rooms. Many of MHR's properties are large-scale developments integrated into lifestyle townships, combining accommodation with retail, dining, entertainment, and business facilities. “Our hotels are not of regular size,” explains Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts. “Our smallest hotels actually have around 550 rooms, so ensuring strong and consistent occupancy is essential.”  The group is also defined by its strong Filipino identity. At the heart of its service philosophy is the Sampaguita, the Philippines’ national flower, which symbolises love, honour, dignity, and healing. These values guide the guest experience across every touchpoint, reflecting MHR's ambition to deliver authentic Filipino hospitality to travellers from around the world. MHR's has also taken a leadership role in inclusive tourism. It became the first hotel group in the Philippines to achieve 100% Muslim-Friendly Accommodation certification, opening its portfolio to a broader international audience.The challengeFollowing the pandemic, global travel recovery did not occur evenly across markets. While domestic tourism rebounded quickly, long-haul and regional international demand returned more gradually. For Megaworld Hotels & Resorts, this created a key strategic challenge: how to reconnect its expanding room inventory to global demand while maintaining balanced growth across both established and emerging destinations. “In the post-pandemic recovery period, international demand returned unevenly across markets,” says Albiso. “For us, the challenge was reconnecting our expanding room inventory to global demand in a sustainable and strategic way.” At the same time, the group aimed to strengthen its presence across international distribution channels without compromising its identity as a proudly Filipino hospitality brand. This required a partner capable of combining global reach with a deep understanding of destination dynamics and market behaviour.Building the collaborationAs Megaworld Hotels & Resorts explored global distribution opportunities, its alignment with HBX Group naturally evolved into a strategic collaboration grounded in shared goals and complementary strengths. HBX Group brought the scale of a global distribution network, connecting hotels to more than 60,000 travel distributors across over 170 markets. At the same time, MHR contributed a rapidly expanding portfolio, strong operational readiness, and a clearly defined brand rooted in authentic Filipino hospitality. Equally important was the strength of the working relationship. “What truly set HBX Group apart was the way the relationship evolved beyond a traditional client-partner dynamic,” says Albiso. “From the beginning, the team took time to understand our long-term vision and our responsibility as the Philippines’ largest hotel operator.” This alignment led Megaworld Hotels & Resorts to join HBX Group's Hotel Preferred Partnership programme, enabling deeper collaboration, targeted marketing support, and enhanced global exposure. The solution: A shared approach to global distributionThrough our global B2B travel ecosystem, HBX Group connects hotels with a vast network of travel distributors, including tour operators, travel agencies, airlines, and loyalty programmes. Working within this ecosystem, Megaworld Hotels & Resorts has been able to strategically position its properties across key international markets, ensuring that its offerings resonate with the right traveller segments. Together, the collaboration has focused on four key priorities:• Expanding international distribution reach• Strengthening visibility in key source markets• Leveraging market intelligence and booking insights• Supporting long-term commercial strategy HBX Group’s network provides access to high-value traveller segments while maintaining rate integrity and distribution control, while MHR ensures that its properties are operationally ready to meet the expectations of these global travellers. “The data and analysis we receive from HBX Group are incredibly valuable,” says Albiso. “They help guide our strategy year on year and allow us to respond proactively to changing market conditions.” At the same time, MHR's deep understanding of its destinations and guests allows these insights to be translated into meaningful and market-relevant experiences on the ground. The collaboration has also been strengthened through close coordination between regional teams, enabling both organisations to engage effectively with travel trade partners across multiple international markets. The resultsSince the partnership with HBX Group began, Megaworld Hotels & Resorts has achieved strong commercial performance through a combination of expanded international visibility, strengthened distribution, and its own strategic readiness to capture global demand. Between 2024 and 2025, the group achieved:• 33% growth in room nights• 52% growth in revenue HBX Group’s contribution to MHR's overall room-night mix also increased from 16% in 2024 to 23% in 2025, reflecting the growing importance of the collaboration within the group’s broader distribution strategy. Beyond these results, both teams remain optimistic about the opportunities ahead. Based on current market trends, forward booking behaviour, and initiatives jointly developed by HBX Group, MHR's commercial teams, and operations teams, the collaboration is working toward continued growth. 2026 vs. 2025 (projection):• 85%–90% growth in room nights• 100%–120% growth in revenue These targets reflect the continued alignment between both organisations across distribution strategy, pricing intelligence, operational readiness, and destination positioning, laying the groundwork for sustained growth in the years ahead. “We have seen very tangible improvements in both productivity and revenue through our partnership with HBX Group,” says Albiso. The collaboration has also delivered additional benefits, including longer booking lead times, improved global brand visibility, and stronger engagement with international travel trade partners. Future ambitions togetherLooking ahead, Megaworld Hotels & Resorts sees HBX Group as a key enabler in achieving its long-term growth ambitions. “Our ambition is to be the preferred hotel for international travellers seeking an authentic Filipino experience,” says Albiso. “HBX Group plays a vital role in bringing this vision to a wider global audience.” The collaboration also supports MHR's broader commitments to sustainable tourism, community engagement, and inclusive travel. A key milestone in this ongoing partnership will come in 2027, when the Philippines hosts MarketHub Asia, one of HBX Group’s flagship global travel events. The event will bring travel industry leaders from around the world to the country, creating a platform for both Megaworld Hotels & Resorts and HBX Group to jointly showcase the Philippines’ growing global relevance. In conclusionThe collaboration between Megaworld Hotels & Resorts and HBX Group demonstrates how global distribution expertise and strong local brand identity can work together to unlock international growth. By combining MHR's distinctive hospitality identity with HBX Group’s global B2B travel ecosystem, the two organisations have built a strong foundation for sustained demand across international markets. For hotel groups seeking to expand their global reach while maintaining control of their distribution strategy, this collaboration highlights the value of combining scale, strategy, and shared ambition. If you're interested in exploring a similar collaboration for your property, we invite you to join our network by completing the form below. Register your property

In a competitive hospitality landscape shaped by fluctuating demand, changing traveller expectations, and increasing distribution complexity, hoteliers need clear performance indicators to guide decision-making.One of the most widely used and effective hotel performance metrics is Revenue per Available Room, commonly referred to as RevPAR.Understanding what RevPAR means, how to calculate RevPAR accurately, and how to increase RevPAR in hotels can help operators strengthen pricing strategies, optimise occupancy, and unlock sustainable revenue growth.This article explains the meaning of RevPAR in hospitality and explores practical ways hotels can improve this key metric. Keep reading!What is RevPAR?RevPAR stands for revenue per available room. The RevPAR definition refers to the amount of room revenue generated by a hotel for each available room during a specific time period. In hospitality terms, it is a combined measure of how well a property is filling its rooms and how effectively it is pricing them. By bringing together occupancy and average room rate performance, RevPAR provides a clearer picture of overall revenue efficiency than either metric alone. Understanding what revenue per available room reveals about performance allows hoteliers to assess whether their inventory is being monetised effectively. It also helps revenue teams identify opportunities to improve pricing strategy, distribution mix, and demand generation. How to calculate RevPARThere are two commonly used methods when determining how to calculate RevPAR in a hotel environment.RevPAR formula 1The first RevPAR formula is: Occupancy rate × Average Daily Rate (ADR) For example, if a hotel achieves an occupancy rate of 75% and an ADR of $120, the resulting RevPAR would be $90. This approach is widely used for daily performance tracking and operational reporting. RevPAR formula 2The second approach to calculating RevPAR formula is: Total room revenue ÷ Total available rooms If a hotel generates $54,000 in room revenue over a period with 600 available room nights, the RevPAR would also be $90. This formula is often used in financial analysis or historical performance comparisons. Both methods help hoteliers understand how effectively they are converting available inventory into revenue. RevPAR vs ADR vs occupancyTo interpret performance accurately, revenue managers must consider RevPAR vs ADR and occupancy together. ADR measures the average price paid per sold room, while occupancy reflects the proportion of available rooms that are filled. RevPAR integrates both indicators into a single metric that reflects revenue productivity. For example, increasing rates may improve ADR but reduce occupancy if demand softens. Conversely, heavy discounting may boost occupancy while weakening overall revenue performance. Monitoring how occupancy impacts RevPAR enables hoteliers to maintain a balanced pricing approach that protects long-term profitability.Why RevPAR is important for hotel performanceUnderstanding why RevPAR is important allows hotels to use this metric as a strategic management tool rather than simply a reporting figure. RevPAR helps hoteliers to:Evaluate performance trends over timeBenchmark results against competitor setsIdentify seasonal demand patternsAssess the impact of pricing or promotional initiativesSupport budgeting and operational planning Because RevPAR reflects both demand and pricing outcomes, it plays a central role in revenue management strategy. It also supports investment decisions related to renovations, repositioning, and market expansion. RevPAR does not reflect profitabilityWhile RevPAR provides a valuable snapshot of room revenue performance, it doesn't reflect total hotel profitability. The metric excludes income generated from ancillary sources such as food and beverage, spa services, events, or other on-property spend. It also doesn't account for operational costs including housekeeping, maintenance, or front-of-house staffing. For this reason, RevPAR should be analysed alongside broader financial indicators to gain a complete picture of overall hotel performance. What is a good RevPAR for hotels?There is no universal benchmark for what a good RevPAR is for a hotel. Performance expectations vary depending on destination dynamics, property category, target market segment, and seasonal demand fluctuations. A resort property in a high-demand leisure destination may achieve significantly higher RevPAR levels during peak periods than an urban midscale hotel in a secondary city. Similarly, off-season occupancy targets may differ substantially from peak trading benchmarks. To determine what a good RevPAR is, hotels should compare results against historical performance, local market intelligence, and competitor positioning. Tracking RevPAR trends over time helps identify opportunities for hotel RevPAR growth and more effective revenue optimisation. How can hotels improve RevPAR?Improving RevPAR requires a coordinated approach that combines pricing strategy, demand stimulation, distribution diversification, and guest value optimisation. Dynamic pricing for hotels is one of the most effective tools available. By using demand forecasting models and real-time market data, revenue teams can adjust rates to reflect fluctuations in booking behaviour and maximise revenue during high-demand periods. Hotels can also improve occupancy during softer periods by introducing targeted marketing promotions, themed packages, or partnerships with local attractions and event organisers. Experience-driven packages that combine accommodation with activities or services can increase perceived value while encouraging longer stays. Diversifying hotel distribution is another critical factor. Accessing global hotel distribution networks enables properties to reach new international source markets and reduce reliance on a limited number of booking channels. A balanced channel mix helps stabilise occupancy and supports more consistent RevPAR performance. Focusing on high-value hotel guests is equally important. Guests who book further in advance, stay longer, and spend more on ancillary services contribute disproportionately to overall revenue outcomes. Personalised offers and targeted segmentation strategies can help hotels attract and retain these valuable customer segments. How HBX Group helps hotels increase RevPARGlobal distribution scale and advanced travel technology can play a decisive role in improving revenue performance. HBX Group connects hotels to a network of around 60,000 travel distributors across more than 170 markets, while supporting a global portfolio of approximately 300,000 properties. This extensive reach enables hotels to diversify demand sources, increase visibility in new regions, and strengthen presence in existing markets. By accessing broader traveller segments and improving booking lead times, properties can stabilise occupancy patterns and create more favourable conditions for RevPAR growth. Technology capability is equally important. HBX Group’s award-winning travel technology marketplace processes billions of daily searches and leverages a large-scale data lake to deliver actionable insights. These insights help hoteliers identify emerging demand trends, refine pricing strategies, and allocate inventory more effectively across channels. Operational efficiency is further enhanced through a unified platform that simplifies distribution management and improves inventory visibility. By reducing complexity and enabling faster decision-making, hotels can respond more confidently to market dynamics and optimise revenue performance. Combined with local expertise delivered through teams based in multiple regions worldwide, this global footprint supports more informed strategic planning and stronger long-term revenue outcomes. Putting RevPAR to workRevPAR remains one of the most important indicators of hotel performance. Understanding what RevPAR stands for, how to figure RevPAR accurately, and how to increase RevPAR in hotels enables revenue teams to make smarter pricing, distribution, and demand-generation decisions. By combining dynamic pricing strategies, diversified distribution, targeted demand stimulation, and a focus on high-value guests, hotels can strengthen revenue resilience and unlock sustainable growth. Partnering with global distribution and technology specialists such as HBX Group can further support these efforts by expanding market reach and providing the data insights needed to stay competitive in a fast-moving industry. Start your journey towards an improved RevPAR today! Register your property

Across hospitality trends 2026, one shift is becoming increasingly clear: Travellers are no longer choosing a destination first and then searching for somewhere to stay. Instead, many are planning trips around destination hotels that offer distinctive environments, memorable experiences, and a stronger emotional connection to the stay itself. This growing focus on the hotel as a destination reflects a broader change in how people think about travel. Guests are placing greater value on immersive hotel experiences that combine relaxation, discovery, wellness, dining, and social interaction in one cohesive setting. For hoteliers, this represents a significant opportunity to rethink how properties are positioned, marketed, and experienced. Industry insights suggest that hotels able to deliver compelling on-property experiences are more likely to attract high-value guests, increase on-site spend, and build deeper loyalty over time. What does hotel as a destination mean in hospitality?At its core, the concept of hotel as a destination describes properties that are chosen because of hotel amenities, rather than simply where they are located. These destination hotels become the main reason for travel, shaping guest expectations before the journey even begins. This can take many forms. Some properties focus on architectural design or concept-led storytelling. Others centre their positioning on gastronomy tourism, wellness programmes, or cultural immersion. In each case, the hotel evolves into an experience platform, offering guests opportunities to connect, explore, and create meaningful memories within the property itself. For today’s traveller, accommodation is no longer just about comfort or convenience. It is increasingly about identity, inspiration, and personal enrichment. Why destination hotels are gaining momentumSeveral factors are driving the rise of destination hotels within travel trends 2026. Experiential travel continues to shape guest expectations. Travellers are looking for stays that feel purposeful and engaging, whether through cultural celebrations, creative workshops, or curated local experiences. Properties that integrate these elements into the guest journey are naturally better positioned to stand out. At the same time, social media has amplified the importance of visual storytelling. Instagrammable hotels with striking design, scenic surroundings, or themed environments benefit from organic exposure that influences booking decisions and strengthens brand recognition. Wellness hotels are another important driver of this trend. Guests increasingly view travel as an opportunity to reset and recharge, making sleep-focused rooms, spa rituals, and nature-led experiences central to destination-led stays. Food also plays a powerful role. Gastronomy tourism is encouraging travellers to choose properties known for distinctive dining concepts, chef partnerships, or authentic local sourcing. With global hospitality demand continuing to grow, differentiation through immersive experience design is becoming a strategic necessity rather than a creative luxury. Types of destination hotels shaping hospitality trends in 2026Lifestyle and concept hotelsLifestyle-driven concept hotels are redefining the role of shared spaces in hospitality. By blending accommodation with social areas, co-working environments, and curated cultural programming, these properties create a sense of belonging that resonates strongly with modern travellers. Rather than simply providing rooms, lifestyle hotels position themselves as hubs of creativity and connection.Wellness hotels and sleep-focused retreatsWellness hotels continue to gain traction as travellers place greater emphasis on health and balance. From personalised fitness programmes to restorative spa treatments and sleep-optimised room concepts, these destination hotels offer guests the chance to return home feeling genuinely renewed.Gastronomy-led destination hotelsCulinary experiences have become a defining feature of many destination hotels. Whether through farm-to-table dining, immersive cooking sessions, or chef-led tasting journeys, gastronomy tourism allows properties to build strong emotional narratives around food.For guests, dining becomes more than a service. It becomes part of the story they share long after the trip ends. Nature-driven eco-resortsEco-resorts are attracting travellers seeking space, simplicity, and a stronger connection to the natural environment. These properties often integrate sustainability principles into both operations and guest experiences, offering activities such as guided hikes, wildlife encounters, or conservation initiatives.Themed hotels and immersive storytelling conceptsThemed hotels bring imagination and narrative into hospitality design. Whether inspired by heritage, fantasy worlds, or pop-culture fandom, these properties create memorable stays that guests are eager to share. Opportunities for hoteliers: positioning your hotel as a destinationPositioning a property as a destination hotel is rarely about one dramatic change. More often, it is the result of a series of deliberate experience design decisions that reshape how guests perceive the stay before they even arrive. Small but strategic changes can significantly influence perception, engagement, and on-property revenue. Hoteliers can consider practical approaches such as: Creating a signature experience that becomes part of the brand story, such as a weekly cultural event, chef-led dining series, wellness retreat programme, or sunset ritual unique to the property. Developing structured on-site itineraries that encourage guests to spend more time within the hotel environment, combining fitness sessions, creative workshops, social dining, or themed entertainment. Partnering with local communities, artists, or producers to introduce authentic experiences such as guided neighbourhood walks, pop-up retail spaces, or seasonal food collaborations. Using personalised pre-arrival communication and digital concierge tools to promote immersive hotel experiences and enable guests to curate their stay in advance. Reimagining underused spaces as experiential zones, for example transforming meeting rooms into wellness studios, creative hubs, or event venues that attract both guests and local audiences. By combining distinctive programming, thoughtful partnerships, smart use of technology, and flexible space design, hotels can strengthen their positioning as true destinations, moving beyond simply being places to stay and unlocking new opportunities for differentiation, guest engagement and revenue growth. Frequent Asked Questions about Destination HotelsWhat is a destination hotel?A destination hotel is a property that attracts guests primarily because of its experiences, design identity, or specialised offerings rather than its geographic location.Why are destination hotels important in travel trends in 2026?They reflect changing traveller priorities, particularly the growing demand for experiential travel, wellness, and emotionally meaningful stays.How can a hotel become a destination in itself?By creating immersive hotel experiences, developing distinctive brand narratives, and offering curated activities linked to gastronomy tourism, cultural discovery, or wellbeing.Are themed hotels and eco-resorts considered destination hotels?Yes. Both themed hotels and eco-resorts often motivate travel decisions by delivering highly differentiated and memorable guest experiences.Destination hotels offer a clear strategic opportunityThe rise of destination hotels highlights one of the most significant shifts shaping 2026 hospitality trends. Travellers are increasingly choosing properties that offer something distinctive, immersive, and personally rewarding. For hoteliers, this evolution presents a clear strategic opportunity. By positioning the hotel as a destination rather than simply a place to stay, properties can strengthen their brand story, attract more engaged guests, and unlock new avenues for growth. Through global hotel distribution expertise, data-led insights, and targeted marketing solutions, HBX Group continues to support hotels in adapting to these emerging travel trends. Properties that take a proactive approach today will be better placed to thrive in the experience-driven future of hospitality.Ready to make the most of the tools and strategies at your disposal? Click below to start your journey with the leading B2B travel marketplace.  Register your property

Managing hotel distribution has become one of the most complex challenges facing hoteliers today. As markets fluctuate, costs rise and booking behaviour evolves, hotels are under increasing pressure to refine their hotel distribution strategy in ways that deliver growth without sacrificing control.The Hotel Preferred Partnership has been designed for a specific group of hotel partners who are ready to take a more strategic approach to B2B hotel distribution. It is not a product or a service in the traditional sense, but an exclusive commercial agreement built around performance, alignment, and long-term value.Rather than applying a standard distribution model, this hotel growth programme adapts to your business, your priorities, and your market reality, helping you strengthen your competitive position in an increasingly crowded global hotel distribution landscape. Hotel distribution strategy: key challenges for today’s hoteliersA strong hotel distribution strategy is no longer about being everywhere. It is about being visible in the right places, to the right audiences, at the right time, while maintaining control over rates, costs, and resources.The growing complexity of hotel distribution managementHotel distribution management now spans multiple B2B partners, regions, and commercial models. While this can increase reach, it also adds operational strain. Managing availability, pricing, and content consistently across channels requires expertise and time, which are often in short supply. But as complexity increases, so does the risk of inefficiency. Fragmented setups can lead to duplicated effort, limited visibility into performance, and weakened rate control – all of which impact profitability.Fragmentation in global hotel distributionGlobal hotel distribution opens the door to new markets, but it also introduces uneven demand patterns, varying booking windows, and different expectations from travel sellers. Without a structured approach, hotels can struggle to balance reach with relevance.Visibility alone is not enough. You need to ensure that your distribution strategy supports your commercial goals, rather than diluting them across too many channels.Why B2B hotel distribution remains criticalB2B hotel distribution continues to play a vital role in attracting high-value demand. Long-haul travellers, corporate clients, and extended-stay guests often book through travel agents and tour operators, making this channel essential for hotels seeking stable, higher-quality bookings.The challenge is not whether to participate in B2B hotel distribution, but how to manage it in a way that supports ADR, protects brand positioning, and delivers predictable outcomes.Competitive advantage through smarter partnershipsIn this environment, your competitive advantage is increasingly shaped by how effectively distribution is managed. More hotels are moving away from purely transactional agreements and towards strategic partnerships that align with their growth ambitions and operational realities.This shift is driving demand for hotel growth programmes that prioritise long-term performance over short-term volume. Hotel Preferred Partnership: a hotel growth programme built around your goalsThe Hotel Preferred Partnership is designed for hotels looking to strengthen their distribution strategy through a closer, performance-led relationship. Each agreement is tailored individually, based on the collaboration approach and mutual commitments established with each hotel.This approach allows hotels to unlock tangible benefits across revenue, cost control, and visibility, while retaining control over commercial direction.Accelerated growth without compromising rate integrityPreferred Partners benefit from incremental occupancy driven by smarter segmentation and demand forecasting, rather than broad discounting. This supports revenue growth while protecting ADR and improving RevPAR.'It’s an agreement that is bringing year on year, 60% growth for us.' - Jaime Faus, General Manager, Pullman Paris MontparnasseImproved hotel distribution management and cost controlBy simplifying B2B hotel distribution and reducing duplication across partners, the programme supports more efficient hotel distribution management. Clearer commercial structures and streamlined operations help reduce hidden costs and improve margin visibility.Greater financial security and predictabilityDepending on the commercial model agreed, hotels can benefit from guaranteed revenue or advanced payments. This provides greater certainty in planning and reduces exposure to short-term market volatility.Stronger visibility in global hotel distributionPreferred status increases visibility in qualified B2B searches, helping you to attract demand that aligns with your hotel’s business objectives. This includes a higher share of long-stay bookings and reservations with longer lead times. 'Our partnership with HBX Group allows us to streamline distribution and be incredibly targeted in the type of customers we attract.' - Daniel Miller, Director of Global Account Management, Clermont Hotel Group  How the Hotel Preferred Partnership works in practiceThe Hotel Preferred Partnership follows a structured framework that balances clarity with flexibility. Each phase builds on the last, creating a hotel growth programme that evolves along with your business.Understanding your hotel distribution strategy and prioritiesThe process begins with a detailed assessment of your hotel’s challenges, objectives, and operational setup. This includes understanding your revenue goals, distribution complexity, and appetite for predictability or flexibility. These insights shape a tailored commercial agreement designed to address specific friction points and unlock additional growth.Aligning objectives for sustainable hotel growthSuccess is defined collaboratively, using data-driven forecasts and clear performance metrics. Shared targets, transparent tracking and regular reviews ensure that expectations remain aligned and realistic over time. 'Our relationship is human-to-human. We share insights and challenges, and create plans that benefit both sides.' - Fernando Vives, CCO, Minor HotelsActivating targeted B2B hotel distributionOnce aligned, the partnership moves into activation. This may include targeted sales initiatives, marketing campaigns, and tactical actions designed to capture incremental demand from high-value B2B segments. Preferred Partners benefit from enhanced visibility, improved forecasting, and access to a global network of commercial experts supporting performance across key markets.Continuous optimisation and performance improvementHotel distribution management does not stand still. Performance is monitored continuously, with proactive guidance to help hotels adapt to changing market conditions. Preferred Partners also gain early access to new tools and innovations, as well as priority support. Frequently asked questions about the Hotel Preferred PartnershipWhat is the Hotel Preferred Partnership?The Hotel Preferred Partnership is an exclusive commercial agreement designed to support hotels looking to improve their hotel distribution strategy, performance and long-term growth through a closer B2B partnership.Who is the Hotel Preferred Partnership for?It is designed for hotels who meet specific eligibility criteria and who are seeking greater control, predictability, and efficiency in B2B hotel distribution.How does this differ from a standard distribution agreement?Unlike standard agreements, this hotel growth programme includes activation, enhanced visibility and dedicated commercial support aligned to your business objectives.Can I protect ADR while growing B2B hotel distribution?Yes. The programme supports ADR-driven strategies by avoiding discount-led growth and focusing on yield management and rate integrity.Does consolidating B2B hotel distribution reduce reach?No. Consolidation improves efficiency and control while maintaining access to a broad global hotel distribution network. Strengthening hotel competitive advantage through partnershipIn a complex and competitive market, a clear hotel distribution strategy is essential to sustainable performance. The Hotel Preferred Partnership offers a structured, performance-led hotel growth programme for hotels looking to strengthen their competitive advantage through smarter hotel distribution management.As an exclusive agreement, it is not available to all hotels. If you are keen to explore this opportunity, speak to your HBX Group account manager to confirm eligibility and discuss how the partnership could support your goals.Register your hotel with HBX Group today to begin leveraging the benefits of B2B hotel distribution, including access to more than 60,000 travel distributors in close to 200 source markets worldwide. Register your property