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Hotel Preferred Partnership: A Strategic Hotel Growth Programme for Smarter Distribution

Today’s travellers choose hotels that align with their values as much as their location or price. This is especially true for the LGBTQ+ community, where trust, safety, and brand authenticity play a central role in booking decisions.&nbsp;With LGBTQ+ travel representing an estimated $4.7 trillion global market, and 78% choosing brands that visibly support the community, the opportunity for hotels is clear. This segment is also shaping national tourism strategies in destinations such as Spain, Mexico, and Greece, reflecting its growing importance.&nbsp;To make this opportunity practical and accessible for hoteliers, HBX Group has partnered with Queer Destinations to help properties build credibility, strengthen their ESG position, and increase competitiveness across leisure, corporate, and MICE markets.What is Queer Destinations?Queer Destinations is a global leader in LGBTQ+ travel inclusion, connecting companies, destinations, and hospitality brands with LGBTQ+ travellers. They help the industry create safe, welcoming environments through education, training, and internationally recognised standards.&nbsp;At the heart of their work is the Queer Destinations Committed certification, the only LGBTQ+ distinction recognised globally by major companies and institutions. Hotels earn this through staff training in eight languages, appointing an internal LGBTQ+ Champion, and complying with inclusion standards. Over 200,000 hospitality employees have completed the programme to date. Certification also provides marketing support and visibility across Queer Destinations and partner platforms.&nbsp;But the certification does not end with training.&nbsp;It is an ongoing commitment, maintained through continuous improvement and feedback, including a QR code for guest feedback, an annual Mystery Shopper or Guest process, and an annual audit.&nbsp;Why is the LGBTQ+ community relevant for hoteliers?The LGBTQ+ traveller is not a niche audience anymore. It is a high-value, fast-growing segment that helps hotels stand out in competitive markets and build stronger long-term performance. Being open and accepting to the community is no longer enough.&nbsp;Travellers should feel that you truly understand them and are genuinely interested in them through your services. If done right, you not only attract LGBTQ+ travellers but also differentiate your hotel for all guests. According to GLAAD’s 2023 study, 84% of non-LGBTQ Americans support equal rights.Other important factors to consider:Large growing market: The global LGBTQ+ tourism market is projected to reach $634.9 billion by 2033, growing at a 7.9% CAGR.&nbsp;High purchasing power: LGBTQ+ tourism accounts for an estimated $4.7 trillion in global spending, with travellers paying more per trip and staying longer than average.&nbsp;Frequent, year-round travel: Many LGBTQ+ travellers take three to five international trips per year, often outside peak seasons. Dual-income households and flexible travel patterns help reduce seasonality.&nbsp;Strong brand loyalty: This segment actively supports brands that demonstrate authentic inclusion.&nbsp;Long-term value: Leading hotel groups such as Melià have invested in LGBTQ+ focused marketing and inclusion strategies, resulting in more trust, increased bookings, and improved customer lifetime value.&nbsp;But traveller expectations matter just as much. LGBTQ+ guests look for hotels where they feel safe, respected, and genuinely welcome. This applies whether they are travelling solo, as families, or as groups brought together by shared interests, events, or causes. These trips often translate into longer stays and higher-value bookings for hotels. With 21.8% of Gen Z identifying as LGBTQ+, investing in inclusion today means investing in tomorrow’s travellers.The partnership between Queer Destinations and HBX GroupHBX Group has partnered with Queer Destinations to help hotels respond to a growing traveller segment with clarity, credibility, and confidence. The goal is simple: support hotels in building genuinely inclusive environments while unlocking new commercial opportunities.&nbsp;Through this collaboration, HBX Group enables hotels to access a dedicated LGBTQ+ travel distribution ecosystem, guided by Queer Destinations’ internationally recognised standards. Hotels benefit from clear frameworks, staff training, and expert guidance that help turn inclusion into everyday practice, not just messaging.&nbsp;For hotels already working with HBX Group, this partnership adds a new layer of value. Participating properties gain priority visibility across a curated network of agencies, tour operators, OTAs, and B2B channels, while also increasing exposure to LGBTQ+ travellers through destination-led and event-driven demand.&nbsp;It is a practical way to stand out, build trust, and grow sustainably within a high-value travel segment.&nbsp;Why should hotels get Queer Destinations certified?Queer Destinations certification helps hotels turn inclusion into a real business advantage. It strengthens trust with LGBTQ+ travellers, increases visibility, and supports long-term revenue growth, while aligning with global ESG and diversity goals.Key benefits for hotelsIncreased visibility and differentiation: Certified hotels stand out as safe, welcoming, and progressive. Within HBX Group platforms, certification supports filtering and positioning for travellers actively looking for inclusive properties.&nbsp;Trust and credibility with LGBTQ+ travellers: The certification provides an internationally recognised standard for safety, respect, and trained staff, reassuring guests before they book.&nbsp;Access to a high-value, loyal segment: LGBTQ+ travellers travel more frequently, spend more per stay, and show strong loyalty to brands that reflect their values.&nbsp;ESG &amp; CSRD credibility: Provides verifiable evidence of human‑rights practices, guest‑safety standards, anti‑discrimination measures, staff inclusion training, and third‑party validation aligned with CSRD reporting.&nbsp;Stronger performance in Corporate &amp; MICE RFPs: Offers the external inclusion credentials, safety frameworks, and compliance documentation increasingly required to score higher in RFP evaluations across all categories.&nbsp;Brand trust &amp; risk reduction: Demonstrates a tangible commitment backed by investment in training and audits, reducing reputational and operational risk while ensuring consistent, high‑quality guest experiences.&nbsp;Commercial and distribution advantages: Certified hotels gain visibility across Queer Destinations channels and HBX Group’s global network of travel agencies, tour operators, and OTAs, reaching travellers who actively prioritise inclusive stays.What hotel teams say'As a gay person, I consider this course a wonderful tool to eliminate discrimination and promote a respectful, egalitarian world. It opens the door to new tourism.' Staff member, Paradisus Playa del Carmen&nbsp;'Super interesting, I hope all companies could add these courses to their workers. It’s time to act and change.'Staff member, Wild Cabo&nbsp;'It was clear, light, and easy to understand. It helped us learn about sexuality and, above all, the respect it deserves.'Staff member, Le Méridien, Mexico City&nbsp;How to obtain the Queer Destinations certificationHere’s a clear, structured process designed for hotel teams to get certified:&nbsp;Getting Started: We share clear details about the programme and next steps with the interested hotel companies.&nbsp;Define the scope and enrol teams: The enrolled hotel shares basic details for all employees and collaborators across departments. This ensures the certification applies to the full guest journey, not just front-facing teams.&nbsp;Complete staff training: Teams access the Hospitality Meets Diversity e-learning programme. The training is completed online, usually within 45 days, giving staff the knowledge and confidence to welcome LGBTQ+ guests respectfully and professionally.&nbsp;Align policies and service standards: We give guidance to align internal policies and guest service practices with core principles such as non-discrimination, equal treatment, and zero tolerance for harassment.&nbsp;Receive the certification and QR badge: Once requirements are met, the hotel is awarded the Queer Destinations Committed recognition, along with a digital and physical QR-code badge that enables transparency and guest feedback.&nbsp;Ongoing improvement and visibility: Certification is not a one-off action. Hotels are listed in the public Queer Destinations directory and continue training new staff, supported by feedback tools, annual reviews, and continuous engagement.&nbsp;Take the next stepBecoming Queer Destinations certified is a practical way to build trust, boost visibility, and grow long-term performance within a thriving travel segment. Hotels already partnered with HBX Group can enhance their existing collaboration, while new properties are invited to register and begin the certification journey.&nbsp;Not just that your property gains exposure to 60,000+ travel distributors worldwide, helping you reach a global audience. Not yet listed with HBX Group? You can add your property and access a range of tools and services designed to increase bookings and become a queer-inclusive hotel!&nbsp;Register your property

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Queer destinations certification hotels

How Hotels Can Attract LGBTQ+ Travellers with Queer Destinations Certificate

HBX Group: Driving smarter connectivity and partner confidence in travelThe travel industry is evolving at the speed of data, and staying competitive means building connectivity that is resilient, automated, and ready to scale. Last quarter, we shared with you updates on new strategic partnerships, smart vendor onboarding and data-driven opportunities for hotels – but what awaits in the latest chapter?&nbsp;At HBX Group, travel APIs are engines of transformation, and our latest enhancements reflect the industry’s move toward frictionless connectivity, higher automation, and secure, scalable architecture. This quarter’s updates strengthen policy stability, increase operational flexibility, and introduce smarter tools for distribution and visibility - helping you operate more efficiently and grow confidently.With more innovation already underway and shaped by real partner needs, our mission is clear: to empower partners to improve performance, unlock new revenue streams, and thrive in a technology‑driven travel landscape.&nbsp;As part of this commitment, we’re introducing a dedicated input channel that gives partners a direct voice in shaping our innovation roadmap and contributing new ideas.&nbsp;Take a closer look at the principal updates for this quarter at HBX Group in the section that follows.Daniel Nordholm, Chief Information Officer at HBX Group, also presented the principal updates introduced this quarter and the value of this update at the recent MarketHub event in Asia:&nbsp;&nbsp;&nbsp;1. Ensure consistent cancellation policies for seamless connectivityIn high-volume environments, unpredictable cancellation terms can create friction and undermine trust. This quarter, we’ve introduced a persistent data layer that helps stabilise policies from search to confirmation, ensuring end-to-end consistency across API-driven workflows.&nbsp;The result: fewer disruptions, improved resilience, and a seamless experience for your customers.&nbsp;Policy consistency is more than a technical fix — it’s a strategic advantage that drives transparency, trust, and scalable operations for wholesale and OTA partners.&nbsp;2. Unlock new revenue streams with flexible transfer optionsFlexibility and efficiency are essential in a fast-paced travel ecosystem. Our latest Transfers API enhancement enables partners to add optional extras — such as child seats, ski equipment, or additional wait time — directly during the booking process.&nbsp;Extras are now exposed in the availability response and can be included in the booking payload, reducing manual follow‑ups. Confirmed extras are also available for display on passenger vouchers, ensuring transparency.&nbsp;Regarding API integration for travel businesses, this delivers automated workflows, new upsell opportunities, and a scalable setup that boosts both revenue and customer satisfaction.&nbsp;3. Drive operational confidence with smarter transfers API&nbsp;Reliable transfers depend on clarity and consistency. Our latest updates introduce enhancements that strengthen accuracy across availability, booking, and cancellation workflows.&nbsp;Driver wait times for terminal pickups are now included directly in the API, services with restricted hours display their schedules upfront, luggage allowances for shared transfers are automatically calculated, and a new UTC offset field ensures the correct application of free‑cancellation deadlines across time zones.&nbsp;Together, these improvements create smoother partner operations, support better planning, and deliver a more reliable end‑to‑end experience.&nbsp;Learn more about HBX Group’s API Suite.&nbsp;Improvements across HBX Group Product Brand Websites4. Accelerate car rental bookings with streamlined searchFinding the right rental car quickly is essential for delivering a frictionless experience.&nbsp;Our latest update introduces a simplified search flow across the Hotelbeds and Bedsonline booking engines, replacing multiple dropdowns with a single autocomplete box to reduce errors and speed up destination selection. Combined with advanced office mapping powered by the Carnect API, this ensures stronger alignment between search results and confirmed locations—reflected in zero incidents since launch.&nbsp;The result is faster navigation, broader availability, and improved booking confidence — helping travel agents secure the right car with minimal effort.&nbsp;5. Achieve faster, sharper results with enhanced booking engine filtersDelivering fast, relevant results is essential in high‑volume booking environments. Our latest update introduces new pre‑filtering options (board types, hotel categories, luxury properties, and free cancellation) so agents can refine criteria upfront and access more precise results from the start. With 16% of hotel searches already starting with a filter, this aligns with real usage patterns.We’ve also enhanced hotel categorisation to spotlight top‑performing and key partner properties, while UI improvements (centred product boxes and a more intuitive catalogue link) create a smoother browsing experience.&nbsp;Together, these updates streamline workflows, surface more relevant results, and strengthen booking confidence across the Hotelbeds and Bedsonline booking engines.&nbsp;6. Empower your hotel with a smarter, more secure Partner Portal (HBX Group)Our HBX Group Partner Portal has been redesigned to deliver a more intuitive and secure experience for hotel management. Two-factor authentication protects sensitive data such as VCC cards, ensuring a safer environment for partners.&nbsp;Hotels also benefit from full autonomy through independent user management and customisable permissions, reducing reliance on account managers. Evergreen contracts, seasonal offers, and promotions can now be set up in minutes — enabling rapid response to market demand.&nbsp;The Partner Portal hotel management tool also boosts performance with improved visibility into optimisation opportunities and better control over content quality.&nbsp;More security, more autonomy, more speed, and more visibility: everything hotels need to stay competitive and maximise ROI, all in one hotel management system.&nbsp;* The migration process is still ongoing, and our teams continue supporting partners during this phase.&nbsp;7. Elevate guest experience with next-generation check-in solutions for hotels (Civitfun)As guest expectations shift toward convenience and automation, Civitfun introduces new solutions and features that streamline check-in workflows, strengthen compliance, and enhance the overall experience:&nbsp;OCR ID Scanner: AI-powered document scanning tool for hotel check-in that allows guests to scan their IDs without entering their details manually, reducing errors and ensuring compliance.&nbsp;Conversational Online Check-In (WhatsApp): Guests complete check-in through a simple WhatsApp conversation, with data flowing directly into the PMS, securing higher engagement and check-in conversion rates.&nbsp;Group Booking Online Check-In: Agencies and intermediaries can manage group arrivals from Civitfun’s dashboard and send individual notifications, allowing guests to check in independently while keeping sensitive reservation details private.These innovations improve guest satisfaction while helping hotels and partners operate with greater efficiency and accuracy.8. Enhance your hotel’s direct channel performance with Roiback’s innovationsIn today’s competitive landscape, optimising the direct channel is essential for driving revenue and guest loyalty. Roiback’s latest enhancements help hoteliers convert more visitors, build stronger guest relationships, and streamline daily operations:&nbsp;Booking Engine Experience: A redesigned price display enhances clarity and usability, offering a more intuitive browsing experience that supports higher engagement and conversion.&nbsp;Book &amp; Join: Loyalty enrollment is now seamlessly embedded in the booking flow, reducing friction, increasing conversion, and encouraging repeat stays to build long‑term customer value.&nbsp;Optimised Siteminder Integration: The integration has been enhanced to support the automatic propagation of key configuration updates, such as meal‑plan restrictions, reducing manual work and errors while ensuring real‑time accuracy across systems.&nbsp;These improvements give hotels the tools to maximise direct revenue, enhance guest engagement, and stay ahead in an increasingly digital marketplace.Next in focus: Elevating the traveller experience with intelligent solutions for travel businessesThe future of travel isn’t waiting – it’s being built today.&nbsp;Innovation opens doors, and we’re making sure our partners walk through first. Here’s a sneak peek at three major developments already in motion — designed to make travel smarter, more connected, and more profitable.&nbsp;Bedsonline's Travel Companion is a digital platform that keeps agencies connected with their travellers throughout their journey by centralising trip details and enabling travellers to book personalised destination experiences. By extending the agent’s presence beyond the physical counter, it strengthens customer relationships and unlocks new post‑booking and in‑destination revenue opportunities.&nbsp;The next-Generation MCP Server is redefining hotel distribution, soon enabling travellers to book through leading AI platforms. Imagine asking an AI assistant for a petfriendly hotel with a pool and receiving tailored options instantly, complete with a secure reservation link.&nbsp;Roiback’s OdysseIA is also reshaping how hotels make marketing and distribution decisions. Powered by AI and first‑party data, it delivers actionable insights to optimise distribution, target high‑value audiences and improve marketing efficiency — driving smarter decisions, stronger competitiveness and sustainable growth.But innovation doesn’t stop here. Your ideas spark the next breakthrough.&nbsp;Every innovation we build is shaped around your needs, helping you grow, compete, and navigate this industry with confidence. You sit at the centre of our innovation roadmap, and your voice is what guides its direction.&nbsp;If you’d like to take an active role in shaping what comes next, we’d love to hear your ideas.&nbsp;&nbsp;

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HBX Group Quarterly Product Update - February 2026

HBX Group Quarterly Product Update | February 2026

In today’s competitive hospitality landscape, hotel amenities are no longer just 'nice to have' — they are a critical factor in shaping the guest experience, influencing reviews, and driving repeat bookings.&nbsp;Whether you manage a boutique hotel, a luxury resort, or a budget property, offering the right mix of amenities can significantly impact your positioning and profitability.Since there are an unlimited number of amenities to offer in your property, it’s essential to determine which ones will better meet your guests' needs. Their form will depend on what demographics you target, what your guests are asking for, your budget, your brand, and the competition within the local market. In this article, you'll find multiple ideas to elevate your guests' experience. have a look!&nbsp;What are hotel amenities?Hotel amenities are the additional services, products, and facilities offered to guests to enhance their stay. These can range from basic essentials, such as toiletries and Wi-Fi, to luxury experiences like spa treatments or personalised concierge services.&nbsp;Amenities play a key role in:&nbsp;Improving guest satisfactionDifferentiating your property from competitorsIncreasing perceived value and pricing power&nbsp;Why hotel amenities matter more than everModern travellers expect more than just a comfortable bed. Amenities are now directly linked to:&nbsp;Online reviews and ratingsGuest loyalty and repeat bookingsAncillary revenue opportunities&nbsp;Hotels that invest in the right amenities can create memorable experiences that go beyond accommodation.How to choose the right amenities for your hotelNot all amenities deliver the same value. The key is to align your offering with your audience and positioning.The first step is to ask yourself what best defines your hotel and which guests you want to attract. List out the defining qualities of your property and make sure your amenities align with them. Is your property renowned for being convenient for business travellers, family-friendly, or a unique tourist attraction? Consider all these traits when defining your amenities.In addition, don’t forget to give guests plenty of information about your amenities beforehand so they know what they’re paying for. Provide guests with great photographs of amenities, facilities and each room type, as well as an explanation of their features. It's more likely that guests will pay for extra amenities if you provide them with more information, since they can better understand the benefits.Once you have this in mind, it’s time to go through our proposals for the best hotel amenities in 2026. You’ll find ideas that will suit different types of travellers and hotel budgets. Let’s see what you can’t miss out this year to create the most unforgettable experience for your guests!&nbsp;List of essential hotel amenitiesRoom amenitiesRoom amenities are the foundation of any hotel stay. Guests expect comfort, convenience, and functionality.&nbsp;Essential room amenities include:High-quality bedding and pillowsAir conditioning or heatingFree high-speed Wi-FiTelevision with streaming optionsWorkspace or deskTea and coffee-making facilitiesMinibar or fridgeBathroom amenitiesBathroom amenities strongly influence guest perception of cleanliness and quality. Common hotel bathroom amenities include:&nbsp;Toiletries (shampoo, conditioner, soap, body wash)Fresh towels and bathrobesHairdryerVanity kitsSlippersEco-friendly or refillable products (increasingly expected)Hotel facilitiesBeyond the room, facilities shape the overall experience. Typical hotel facilities include:&nbsp;24-hour receptionFitness centre or gymRestaurant and barRoom serviceSwimming poolParking facilitiesBusiness and meeting rooms&nbsp;Amenities by hotel type5-star hotel amenitiesLuxury hotels are defined by premium, personalised services. Typical 5-star hotel amenities include:&nbsp;Concierge and valet servicesSpa and wellness centresFine dining restaurantsPremium toiletries and designer productsSmart room technologyPersonalised guest experiencesMid-range hotel amenitiesMid-range hotels balance comfort and affordabilityCommon amenities include:&nbsp;Complimentary breakfastFitness facilitiesBusiness servicesFree Wi-FiComfortable and functional room setupsBudget hotel amenitiesBudget hotels focus on essentials while maintaining quality. Key amenities include:&nbsp;Clean and comfortable roomsBasic toiletriesWi-Fi accessSelf-service options (check-in kiosks, vending machines)&nbsp;Hotel amenities by traveller typeUnderstanding your guest profile is essential when defining your amenities strategy. Different types of travellers have very specific expectations, and tailoring your offering accordingly can significantly improve satisfaction, reviews, and revenue.&nbsp;Below is a detailed breakdown of the most relevant amenities for each traveller segment.Best hotel amenities for business travellers and remote workersThe corporate segment is incredibly lucrative, and you may be very interested in attracting this type of traveller to your hotel.Also, related to this, the trend of remote working is still on the rise, so having hotel amenities especially focused on workers can be a great attraction for your hotel.Some of the extras you should consider including in your offering in 2026 are the following:&nbsp;Comfortable desks and lighting in the room&nbsp;Workspaces available throughout the hotel, including at least one meeting room&nbsp;High speed Wi-Fi, power outlets and USB ports&nbsp;Free parking, free airport shuttle and transport services&nbsp;Early check-in and flexible departure times&nbsp;Express laundry services and available steam irons&nbsp;If you want to attract international guests, consider providing universal sockets&nbsp;The possibility to make free local and international calls&nbsp;In-room coffee machine or premium coffee options&nbsp;Laundry and same-day dry-cleaning services&nbsp;Printing, scanning, and business services&nbsp;Pro tip: Adding co-working spaces or business lounges can significantly increase appeal for corporate guests.&nbsp;Main hotel amenities for wellness travellersAnother strong trend in the hospitality industry is, without a doubt, wellness travel. When looking for a relaxing getaway, amenities are very important, since they contribute directly to the overall experience of guests.If you’re looking to cater to this segment of wellness travellers in the most excellent way possible, make sure to consider the following hotel amenities for wellness:&nbsp;A spa is a must-have for hotels aiming to attract this type of traveller. The spa should include several pools, jacuzzi, saunas, among others. You can also offer free swimwear or at a reduced price.&nbsp;Offer special packages including massages and other health treatments. If you don’t have the staff to provide this service in-house, consider establishing partnerships with local companies or freelancers.&nbsp;Sound proofing measures, so any outside noise is eliminated.&nbsp;Also, make sure to provide some of the best hotel bath amenities as welcome gifts, including items such as essential oils, body lotions and organic shampoos.&nbsp;Nail art has become a major trend in recent years, and it will continue to grow in 2026. You may want to hire a nail technician to provide this much-requested service in your property as part of your wellness team.&nbsp;Partner with a health and wellness platform to create on-demand workouts and guided meditation to in-room televisions.&nbsp;Insight: Experience-driven amenities often have a direct impact on guest reviews and upselling opportunities.Unmissable hotel amenities for families on holidayWhat will make families' stays exponentially better in 2026? Here are some fantastic ideas to ensure an unforgettable experience both for adults and children.&nbsp;Consider offering connecting rooms, and include baby cradles.&nbsp;Provide pet-friendly facilities. Families are increasingly taking their pets with them on holiday, and more hotels are offering pet-friendly rooms. Because of this, this segment will really appreciate if your property caters to pets. Consider placing dog water stations on your property, offering dog beds, etc. Some high-end hotels, such as Hilton, offer dog menus.&nbsp;Offer free bike rental, pool or snow toys, stashes of puzzles or games. Also, playgrounds and games rooms for children will be highly appreciated.&nbsp;Include entertainment shows, such as clowns, theatre, and live concerts. And even streaming services for kids.&nbsp;Other practical family-friendly hotel amenities include:&nbsp;Childcare or babysitting services&nbsp;Children’s menus in restaurants&nbsp;High chairs and child-friendly facilities&nbsp;Swimming pool with children’s area&nbsp;Laundry facilities&nbsp;Stroller-friendly spaces and accessibility&nbsp;Key driver: Convenience is critical — the easier the stay, the better the experience for families.&nbsp;Hotel VIP amenities for luxury travellersWhen it comes to catering to this luxury segment, the main thing to consider is that these high-value guests will expect your staff to attend to every need. There are many luxury amenities that hotels may offer, but here are a few that will set them apart from the rest.&nbsp;Personalise welcome baskets or gifts in their rooms based on the information you know about your guests (e.g. where they’re from, who they’re coming with, etc).&nbsp;Another good idea for your welcome kits is to leverage local products and flavours to provide a wonderful first impression, such as local chocolates, wines, fruits, soaps, or lotions.&nbsp;Offer a pillow menu, allowing guests to choose the best pillow depending on their preferences.&nbsp;Provide room purification to ensure guests with allergies feel comfortable.&nbsp;Replace the mini-bar with a cocktail bar. Matcha kits are also very trendy these days, so you can offer them.&nbsp;Conduct workshops about different topics, such as how to cook a special or local dish in the hotel’s restaurant, learn how to create floral arrangements such as the ones in your lobby, or create a guided tour in case you are located in a historic building.&nbsp;Put a tablet in every room for room service to make it as easy as possible for guests to make requests.&nbsp;Organise private or VIP shopping experiences with local vendors.&nbsp;Offer a remote control to manage all the room functions such as bed height, lights, heating, etc.&nbsp;Key insight: For luxury guests, it’s not just what you offer — it’s how personalised and seamless the experience feels. These define the difference between standard and 5 star hotel amenities.Sustainable hotel amenities for a conscious travellerOne of the major trends that is expected to continue to grow in 2026 is sustainability. Increasingly, guests are looking for sustainable and environmentally friendly accommodation options, and this extends to hotel amenities.&nbsp;Offer bulk bathroom amenity dispensers. Consider providing shampoo and gel packaged in wall-mounted refillable dispensers, or even only on demand. You can even choose solid solutions like shampoo and conditioner bars that can eliminate the need for plastic bottles altogether.&nbsp;Eliminate plastic bottles and offer glass or metal ones instead, which have to be refilled by the staff. If possible, consider installing water bottle filling stations for guests to use.&nbsp;Offer biodegradable rubbish bags that are more environmentally friendly alternatives. Make sure that they’re truly biodegradable.&nbsp;Include local and seasonal products in the hotel's restaurant.&nbsp;Provide free or low-cost bikes to promote eco-friendly transportation.&nbsp;Provide recyclable paper for wrapping bathroom amenities, reusable bathroom cups, reusable fabric laundry bags, and paper containers for takeaways, among others.&nbsp;Interested in how sustainable principles can be applied to your property? Make sure to check out our comprehensive article on practical tips to become a sustainable hotel.&nbsp;Frequently asked questions about hotel amenitiesWhat amenities do guests expect in a hotel?Guests expect basic hotel amenities such as Wi-Fi, comfortable beds, and toiletries, as well as access to key hotel facilities.What are basic hotel amenities?Basic hotel amenities include bedding, towels, toiletries, and essential amenities in a hotel room.What makes a hotel 5-star?A hotel is considered luxury based on its 5-star hotel amenities, personalised service, and premium hotel facilities.2026 is set to be a fantastic year for travel. By knowing the best hotel amenities for your guests, you’ll be a step ahead of your competitors. We hope you now have more ideas that will help you offer an unforgettable stay in your property.&nbsp;&nbsp;Remember that with our platform, you can leverage not only the guest experience but also your visibility among high-value clients. Have a look at our comprehensive solutions for hoteliers.&nbsp;If you’re already registered in HBX Group, log in to our Partner Portal now.&nbsp;If you haven’t joined us yet and want to get access to our network of 60,000+ travel distributors, register your property and boost your revenue in 2026.&nbsp;Register your property

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50+ Hotel Amenities Ideas to Improve Guest Experience (2026 Guide)

Fandom tourism is no longer a niche behaviour driven by a handful of superfans. It has become a measurable, repeatable travel pattern that is shaping demand across destinations, seasons, and traveller segments. As part of broader travel trends 2026, fandom travel sits alongside experiential tourism, event tourism, and cultural celebrations as a powerful driver of booking intent.For hoteliers, the opportunity is not about novelty theming or chasing every trend. It is about understanding why fans travel, how they behave once they arrive, and how hotels can position themselves to capture high-intent demand with minimal operational disruption.Insights from HBX Group’s 2026 Travel Trends report highlight fandom tourism as one of the clearest expressions of experience-led travel, where emotional connection influences where people stay, how long they stay, and how much they spend.&nbsp;What is fandom tourism?Fandom tourism, sometimes referred to as fan tourism, is travel motivated by a strong emotional attachment to a cultural interest. This could be a film or television series, a musician or band, a sporting event, a gaming community, a book franchise, or a cultural movement.What distinguishes fandom travel from traditional leisure travel is purpose. These guests are not simply visiting a destination. They are participating in a moment, a community, or a shared identity. That sense of belonging is what drives willingness to travel long distances, accept premium pricing, and plan trips around fixed dates.From a hospitality perspective, fandom tourism often shows up as:&nbsp;demand spikes around concerts, festivals, premieres, and conventionsgroup bookings and shared accommodation patternsshorter booking windows but high certaintyguests prioritising proximity, logistics, and social spaces over luxury alone&nbsp;Understanding these patterns allows hotels to prepare in advance and turn short bursts of demand into long-term commercial value.Why fandom travel is acceleratingSeveral hospitality travel trends are converging to accelerate fandom tourism in 2026.First, discovery-led travel planning has become mainstream. Social platforms and streaming services turn locations into instant destinations, often overnight. A filming location, concert venue, or cultural celebration can trigger a surge in searches and bookings with little warning.Second, travellers are increasingly choosing trips that reflect their identity. Pop culture tourism, music tourism, and event tourism allow guests to express who they are and what they care about.Third, travel is becoming more social. Many fandom trips are group-based, whether friends attending a concert together or families travelling for cultural celebrations. Hotels that can accommodate shared experiences benefit from higher occupancy and stronger on-property spend.These behaviours reflect a wider move towards experiential travel and experience-led tourism.&nbsp;Key fandom-driven travel segments to watchPop culture tourismPop culture tourism continues to gain momentum, driven by film, television, and digital media. Travellers actively seek out filming locations, neighbourhoods, and venues associated with their favourite stories.For hotels, pop culture tourism does not require heavy theming. Subtle storytelling is often more effective. Guests respond well to clear location context, curated local recommendations, and small experiential touches that connect the stay to the story that brought them there.Hotels near filming locations can also benefit from guidance around film tourism, including how to package experiences and partner locally.Music tourismMusic tourism is one of the most visible expressions of fandom travel. Major tours, festivals, and live performances generate predictable demand surges, often concentrated over a few nights.These guests value ease above all else. Late arrivals, post-event food options, transport guidance, and flexible check-out policies can significantly improve guest satisfaction. Social energy also matters. Spaces where guests can gather before or after events add perceived value without major investment.Music tourism also presents opportunities for repeat visits, particularly in cities that host regular events or seasonal festivals.&nbsp;Event tourismEvent tourism overlaps strongly with fandom tourism when events have established communities. Conventions, e-sports tournaments, sporting fixtures, and cultural festivals attract loyal audiences who return year after year.Planning early is essential. HBX Group’s key dates and events for hoteliers article helps properties anticipate demand, adjust pricing strategies, and manage inventory more effectively.Hotels that plan proactively can avoid reactive discounting and instead package value through convenience, partnerships, and experience-led add-ons.Cultural celebrationsCultural celebrations are a quieter but equally valuable form of fandom travel. These events are often deeply rooted in place and tradition, attracting travellers who seek authenticity and connection.&nbsp;Guests attending cultural celebrations tend to stay longer and engage more with local experiences. This creates opportunities for hotels to collaborate with local guides, performers, and food producers while supporting community-based tourism.&nbsp;From a hospitality trends perspective, cultural celebrations align strongly with the growing demand for meaningful, locally grounded travel.&nbsp;What fandom travellers expect from hotelsFandom travellers are not looking for novelty at the expense of comfort. Their expectations are practical, social, and experience-driven.&nbsp;They expect:clarity on distance to venues and transport optionsflexible operations that reflect event schedulesspaces that support social interactionlocal knowledge that saves them time&nbsp;Even small operational adjustments, when aligned to guest intent, can significantly improve satisfaction and review sentiment.Turning fandom tourism into bookingsFor hoteliers, the key is not to chase every fandom but to identify which segments naturally align with their location, size, and operating model.&nbsp;A few principles apply.&nbsp;Plan around data rather than instinct. Use event calendars, booking patterns, and destination insights to identify repeatable demand. HBX Group provides solutions designed specifically for hoteliers to help manage this complexity at scale.&nbsp;Design for ease. Fandom travel often comes with tight schedules. Anything that reduces friction improves perceived value and drives repeat stays.&nbsp;Create space for community. A lounge area, extended breakfast hours, or a simple pre-event gathering point can transform a standard stay into a shared experience.&nbsp;Market with relevance. Use language and imagery that speak directly to why guests are travelling. Distance, timing, and logistics often matter more than room features.&nbsp;Why fandom tourism fits the bigger pictureFandom tourism brings together many of the behaviours shaping travel trends 2026, from pop culture tourism and music tourism to major events and cultural celebrations. For hoteliers, it offers a practical way to capture demand that is highly motivated, time-specific, and often repeatable. Properties that align their pricing, availability, and guest experience to these moments are better placed to keep pace with changing hospitality travel trends.At HBX Group, we work closely with hotels to help them respond to emerging travel patterns through targeted campaigns and initiatives designed to convert new sources of demand into bookings. By combining global distribution with data-led insight, we support hoteliers in turning trends such as fandom travel into tangible commercial outcomes.Hotels that partner with us gain access to a global network of more than 60,000 travel distributors, including 50,000 travel agencies and 3,500 tour operators, alongside airlines, affiliates, and other travel businesses. With reach across more than 190 source markets, we help hotels connect with both long-haul travellers and local audiences, depending on where demand is strongest.Interested? Become our partner today and see how we can support your property’s growth.&nbsp;Register your property

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Travel Trends 2026: How Fandom Tourism Is Boosting Hotel Revenue

We love supporting bold ambitions by helping hotels serve a global audience. That’s what HBX Group is known for. With a global reach of over 60,000 travel distributors in 135 markets and 7.8 billion daily searches on our B2B travel network, we connect properties to the right travellers at the right time.&nbsp;HBX Group have been supporting leading London hotel operator, Clermont Hotel Group (CHG) with targeted, strategic distribution, helping them connect with high-value international markets. This case study looks at how we worked with CHG to expand their audience.About Clermont Hotel GroupClermont Hotel Group, one of London’s leading hotel owner-operators, encompasses four unique brands, offering a rich and diverse portfolio spanning 14 hotels with over 4,000 bedrooms and 100+ meeting and event spaces across the capital.&nbsp;Their portfolio includes renowned brands such as The Clermont, Royal Horseguards Hotel, The Cumberland and Thistle Hotels, with all hotels delivering a unique experience, connecting guests to London’s culture and heritage.&nbsp;CHG is more than a leading hotel operator, it offers guests tailored experiences, as well as experiential dining, premium event spaces, and high-quality accommodation. CHG evolves to meet the needs of the modern traveller with their portfolio, enabling the consistent delivery of exceptional moments across their brands, creating space for every guest.&nbsp;Why this partnership?CHG’s partnership with HBX Group was put in place to expand their reach and build on their strong market position as one of the leading hotel operators in London.&nbsp;As an independent hotel chain with a dominant London footprint in some iconic landmark locations, the ability to connect with hotel guests around the world is an ongoing challenge. CHG’s Director of Global Account Management, Dan Miller explains: ‘The main objective of our strategic partnership with HBX Group is to expand our presence and showcase our leading London offering to a global audience.’&nbsp;Choosing HBX GroupCHG’s decision to collaborate with HBX Group was a strategic move to simplify a growing distribution challenge. Over recent years, hotel distribution has become increasingly complicated, with the group working across multiple platforms, from online travel agencies to GDS, and with emerging technologies. This patchwork approach lacked efficiency and focus, as Dan Miller states:&nbsp;‘The distribution landscape is becoming ever more complex and fragmented. What our strategic partnership with HBX Group does, is allowing us to streamline that distribution and be incredibly targeted in the type and profile of customers that we're looking to attract to our hotels.’&nbsp;By leveraging HBX Group's B2B distribution strategy, CHG could target the exact customer profiles they wanted to reach, rather than casting a wide and inefficient net. This included global reach that CHG could not achieve on its own, as Miller explains: ‘Our third-party partnerships, of which HBX Group is an incredibly important one, really allow us to attract global customers through targeted distribution and sales and marketing strategies that would otherwise be out of reach.’&nbsp;A partnership with HBX Group ensures hotels can grow without competing with their direct channels. We complement existing strategies rather than replace them. For CHG, our role went beyond technology and access – we also worked closely with the group to align with their business goals. Over 12 to 18 months, our two teams worked closely to ensure the B2B distribution strategy met CHG’s objectives.&nbsp;Through our network, CHG was able to reap the following benefits:&nbsp;Reach untapped and fragmented markets.&nbsp;Attract guests who book in advance, stay longer, and spend more.&nbsp;Operate with confidence using our transparent pricing model, controlled distribution, and high-tech solutions that keep daily operations running smoothly.&nbsp;Eliminate hidden fees with clear commercial conditions.&nbsp;Remove the burden of collection risk.&nbsp;Save on marketing costs while expanding into new markets.&nbsp;Receive service and operational support at every step.&nbsp;The outcomes: measurable, market-driven growthThe results of this partnership were immediate and measurable. Within just a few months of expanding our collaboration, CHG experienced:&nbsp;Higher international bookings, driven by access to HBX Group’s vast global distribution network.&nbsp;Streamlined distribution processes, reducing operational complexity and enabling the team to focus on strategic growth.&nbsp;Targeted customer acquisition, bringing in guests from new markets that matched CHG’s ideal profile.&nbsp;Reflecting on the journey, Miller says: ‘We set out to evolve our partnership about 18 months ago and are now ready to start moving forward with our strategic direction. The support we've received from HBX Group has been really quite impressive! I've enjoyed working with them. It has been challenging, but we've reached a point where we've achieved the strategic objectives both parties set out to deliver.’&nbsp;Why should you choose HBX Group?Miller’s advice to other hotels is simple: be crystal clear on your objectives from the very beginning and make them the foundation of all discussions. If you know what you want to achieve, the target is not far!&nbsp;‘Once you've established what you want to achieve, there are multiple routes you can take. What I found with HBX Group on this journey is that they've been flexible in facilitating what we're looking to achieve from a partnership. And that has been probably the most important element of this whole process.’&nbsp;At HBX Group, our mission is to simplify global hotel distribution while empowering hotel groups like CHG and yours to maximise revenue and stand out in the hospitality world.&nbsp;With us, you gain instant access to a global market without the need to negotiate individual contracts with each distributor. Our booking engines are built for the right guests to find and book your property.&nbsp;Moreover, you gain:&nbsp;Access to over 60,000 travel distributors worldwide.&nbsp;Visibility in 135+ markets, including long-haul and regional travellers.&nbsp;Zero conflict with your direct channels, as we sell exclusively through trusted B2B partners.&nbsp;A dedicated onboarding and support team from day one.&nbsp;If you’re ready to grow your hotel, become our partner today.&nbsp;Register your property

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Expanding Horizons: How Clermont Hotel Group is Driving Growth with HBX Group

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44 Key Dates and Events for Hoteliers in 2026

Valentine’s Day arrives as a single date on the calendar, yet it consistently delivers outsized value for hotels and travel brands. In 2025, consumers inspired by Cupid spent $25.7 billion on Valentine’s Day, according to the National Retail Federation (NRF), making it one of the highest-spending holidays on record.&nbsp;It is one of those moments when guests are actively looking for experiences, not just a room, and are willing to spend more to make the occasion special. Surveys also show that more than 25% of Valentine’s Day celebrants plan an overnight getaway, putting travel firmly at the centre of the celebration.&nbsp;For hoteliers, this creates a short but powerful booking window. With the right ideas in place, properties can turn romance into revenue. For this reason, here are 18 Valentine’s Day hotel ideas and a few bonus tips to increase occupancy with minimal lead time, ensuring your guests fall truly, madly, deeply in love with you.&nbsp;&nbsp;1. Design Valentine’s Day-themed hotel roomsThe easiest place to begin is also one of the most effective. Thoughtful Valentine's Day room setup instantly helps guests feel they are somewhere special. Heart-shaped balloons work for families with children, and LED lights or softly scented candles create a warm, intimate atmosphere for couples.&nbsp;Even simple welcome notes, heart cut-outs, and Valentine-themed toiletries in sweet or comforting scents help complete the experience and show guests that every detail has been considered.2. Develop themed contentValentine's Day ideas for hotel marketing often look great on social media, but are ignored on websites, emails, or blogs. Guests notice when the romance carries through your website, emails, and LinkedIn as well. Consistent themed content builds excitement and trust.&nbsp;Build a strong content marketing strategy and use it consistently across all channels:&nbsp;Start with your website: Create a dedicated Valentine’s landing page or section that brings your offers, stories, and blogs together under a clear visual theme. Use specially designed graphics and a consistent colour palette to make it feel intentional and polished.&nbsp;Extend the theme into your newsletters: Curate personalised sections, strong imagery, and tailored messaging before and after the stay.&nbsp;Replicate on social media: Use Instagram, Facebook, TikTok, LinkedIn, and YouTube, all platforms to build a strong and uniform online presence. Plan a photoshoot in advance, use these brand images, strong imagery, and lean into user-generated content with interactive campaigns.&nbsp;3. Create a special dining experienceFor many couples, Valentine’s Day starts and ends around the table, so arranging special dining experiences is amongst the best hotel ideas for Valentine's. Over 30% of consumers choose to celebrate the occasion by dining out, which makes food and beverage one of the strongest revenue drivers of the holiday.&nbsp;Candlelit dinners continue to hold timeless appeal. Create intimate dining spaces that feel special, whether that means tables under the stars, a private corner with soft lighting, or a scenic spot that showcases your location. Elevate the experience with a bespoke Valentine’s menu, creative dish names, and curated wine pairings. Inviting a popular or local guest chef can add extra excitement and exclusivity.&nbsp;Do not overlook in-room dining. A romantic meal delivered to the room offers privacy and comfort, appealing to couples who prefer a quieter celebration.&nbsp;4. Increase bookings with special ratesNow that the Valentine’s atmosphere is set, it is time to turn interest into action. Thoughtfully designed offers help guests feel noticed and valued, which often makes the decision to book much easier.&nbsp;Offering Valentine's special hotel deals during a peak holiday can work in your favour when done strategically. Instead of discounting entry-level rooms, promote attractive rates on higher room categories. Travellers see this as an upgrade at great value, which can lift both conversion and average daily rates, especially when paired with romantic add-ons and upselling.&nbsp;Introduce gift vouchers and early-booking packages such as discounted suites with complimentary perks like breakfast, wine, or late checkout. Feature these offers clearly on your website, in email campaigns, and across social channels to keep them front of mind.5. Encourage longer staysValentine’s Day does not have to be a one-night affair. Encourage guests to stay longer by designing multi-day offers that blend the midweek celebration with a relaxed weekend escape. Three, four, or five-night packages give couples more time to unwind and experience everything your property has to offer.&nbsp;Reward loyalty during this period with exclusive perks or added discounts for repeat guests. These gestures make guests feel valued and often tip the booking decision in your favour.&nbsp;Also, many travellers prefer to avoid peak-day crowds, while others cannot travel on the 14th itself. Extend your Valentine’s packages to cover the weekends before and after, and clearly communicate this in your messaging. It broadens your appeal and helps maximise occupancy across the entire week.6. Leverage Galentine's Day to increase opportunityThanks to the popular US television series Parks and Recreation, hoteliers now have an extra moment to celebrate love. Observed on 13th February, Galentine’s Day is all about celebrating friendship, particularly among women. What began as a fictional concept has evolved into a real commercial opportunity for hotels.&nbsp;Create Galentine’s girlfriend getaway packages to encourage friends to celebrate together and extend their stays to observe V-Day with their significant others. From decorating your dining venues to offering a pink-hued afternoon tea to seasonal spa and salon specials to get glam, create Instagram-worthy memories for every Galentine. These shareable, Instagram-ready moments will help your property gain organic visibility while driving incremental revenue.&nbsp;7. Increase revenue with themed add-onsRather than bundling experiences into a fixed package, you can offer optional extras that guests can select to personalise their stay. Set the mood and offer a variety of themed options. These can include classics like strawberries and champagne, and here are more examples:&nbsp;Room decor: balloons, fresh flowers, and rose petals&nbsp;Dining: breakfast in bed and in-room candlelit dinner&nbsp;Entertainment: board games and film rentals&nbsp;Mood setters: sheet masks and nail polishes for girlfriend getaways, candles and massage oil for couples, and bath bombs and face masks for solo travellers&nbsp;Treats: candy, chocolates, champagne, and fruit&nbsp;Classes: Chef-led cooking class, mixologist-led cocktail class, sommelier-led wine tasting&nbsp;Unique activities: Tandem bicycle tour, couples yoga class or massage class, sunset helicopter ride, personal serenade, and private dining&nbsp;Valentine's Day gifts from local artisans and jewellers&nbsp;By offering these optional add-ons, hotels give guests the freedom to tailor their experience, while encouraging upselling, higher spend, and more memorable Valentine’s stays. These extras can be promoted using a direct booking engine like Roiback (part of HBX Group) with its exclusive Experiences Module, where hotels can bundle rooms, add-ons, and experiences effortlessly.How does this help you?Leverage your website: Visibility of experiences across your website and booking flow.&nbsp;Date-based experiences: Options for guests to book for specific dates so rooms are automatically blocked and vouchers are issued.&nbsp;Gift experiences: Prepaid experiences without fixed dates, perfect for Valentine’s surprises; vouchers sent to both buyer and recipient.As you know, seamless bundling of rooms, add-ons, and experiences enhances direct bookings.For example, Blau Hotels and Resorts utilise Roiback to manage and sell its wide range of offerings at Blau Punta Reina, Mallorca. This 90,000 m² resort bundles experiences like spa treatments, family activities, and dining options through Roiback and offers guests tailored packages that are easy to book, fully organised, and instantly enjoyable.&nbsp;8. Create themed packagesIf not add-ons, the next idea is to create special Valentine's Day hotel packages. Pair the themed rooms with romantic views, candlelit dinners, couple activities, or private tours that turn a short stay into a shared memory. Promote these packages well in advance and make the savings and exclusivity obvious. When guests can clearly see what is included, they are far more likely to commit, and package bookings often lead to longer stays and fewer cancellations.&nbsp;You can bundle experiences such as breakfast in bed, spa access, room decor, babysitting, yoga or pottery sessions, city tours, hiking, or even surprise proposals with bespoke cakes, live music, or private chefs. Limited editions, like a “Proposal Perfect” packages add extra appeal.&nbsp;This is where tools like the Roiback's Experiences module fit in naturally again. It allows hotels to bundle and sell experiences seamlessly throughout the direct booking journey. Guests can discover experiences on a dedicated website page or directly within availability search results, and you can surface them again in confirmation messages, upselling emails, and pre-arrival communications.9. Increase occupancy with inclusivityValentine’s Day means different things to different guests. Romance is not one-size-fits-all, and your hotel should reflect that. Create inclusive packages and experiences that welcome every type of traveller.&nbsp;Design tailored offers for senior couples, newlyweds, Gen Z, LGBTQ+ travellers, friends, bromances, families, and pet-friendly stays. Develop kids' activities for couples travelling with kids and create welcoming spaces for big families. Position your property as a place where everyone feels seen and welcome. Use thoughtful messaging through your website, emails, and social channels to highlight this variety and show how flexible and versatile your experiences can be.10. Think about singles, tooValentine’s season is also about self-love and care, and singles are a powerful audience. In fact, 62% of 16–34-year-olds buy something for themselves around Valentine’s Day.&nbsp;Create self-care focused packages such as spa retreats, pet-friendly spaces, wellness stays, nature walks, or guided hikes. Design welcoming social spaces like a singles-friendly bar or communal dining area where guests can relax without pressure.&nbsp;By showing singles that they are valued, you create positive experiences that build loyalty and encourage repeat visits long after Valentine’s Day ends.&nbsp;11. Showcase your unique selling proposition (USP) with social mediaWhat makes your property unique? Is it the location or the nearby points of interest? Is it modern architecture or a heritage building? How about the amenities?&nbsp;If you run a mountain retreat, highlight guided hikes, forest walks, or stargazing. If you are a beach property, lean into sunrise walks, private beachfront dining, or yoga by the sea. Add wellness-led experiences to attract health-conscious guests. By blending your setting, signature offerings, and guest preferences, you can tailor experiences, carve out a clear niche, and communicate it clearly on social channels:Here’s how to do it:Share romantic experiences on Instagram and TikTok, from candlelit dinners and spa moments to bespoke room details that guests will remember.&nbsp;Use short-form video and behind-the-scenes content to give prospective guests a taste of what to expect. Eg: a quick reel of the Valentine’s setup, or staff preparing special touches brings authenticity and excitement.&nbsp;Feature guest testimonials and user-generated content from past Valentine’s stays. Real voices and images build trust and help potential guests imagine themselves in those moments.&nbsp;Highlight your limited-time Valentine’s packages with eye-catching posts, countdowns, and clear calls to action.&nbsp;By communicating your USPs in ways that feel genuine and visually appealing, you can draw attention, spark interest, and encourage bookings from travellers looking for a truly memorable Valentine’s experience.12. Get more guests by going localSuch holidays are a timely motivation to look beyond your property and partner with local restaurants, bars, and shops doing innovative things. Partner with local restaurants, bars, artists, and independent brands to create local experiences guests cannot book anywhere else. Include special meals created entirely from local produce, using this as an opportunity to highlight your sustainability efforts and appeal to increasingly eco-conscious travellers.&nbsp;Candle making or pottery workshops with local artists, chocolate or wine tastings with nearby producers, or unique fitness sessions such as paddleboard yoga or bungee fitness hosted on the property. These collaborations add depth to your Valentine’s offering and support the local community at the same time.13. Make a memorable stay with personalisationValentine’s Day is the ideal time to show guests that you truly know them. Use the guest data you already have. If it is a return stay, birthday month, or even an anniversary year, turn it into something memorable. Try these personalisations:&nbsp;Personalised communications: Pre- and post-stay emails, handwritten notes with recommendations, or welcome messages tailored to the guest.&nbsp;In-room touches: Minibar stocked with favourite refreshments, room setup aligned with preferences, in-room treats, festive hampers, or customised music.&nbsp;Special gestures: Candies with guests’ names at check-in or turndown, complimentary champagne, chocolate-covered strawberries, or bonus loyalty points.&nbsp;Flexible experiences: Early or late check-out, spa timings, or dining options personalised to the guest.&nbsp;These thoughtful touches not only delight guests during their stay but also encourage repeat visits, positive reviews, and long-term loyalty.14. Invest in meaningful collaborationsBy working with the right local partners, you can add depth, credibility, and excitement to your Valentine’s programme while supporting the local economy.&nbsp;Local Artists: Collaborate with local artists, musicians, DJs, or performers to host live music nights, intimate concerts, poetry readings, or salsa and ballroom dance evenings. Many boutique hotels successfully collaborate with regional DJs or acoustic artists to create relaxed, romantic atmospheres that feel exclusive but effortless.&nbsp;Wellness and Lifestyle Experts: Collaborate with yoga instructors, meditation coaches, or wellness practitioners to offer couples’ yoga, breathwork sessions, or guided relaxation. Luxury and resort hotels increasingly work with independent wellness trainers to deliver short, bookable experiences that align with the growing demand for mindful travel.&nbsp;Celebrity Chefs: Bring in guest chefs, pastry artists, chocolatiers, or mixologists for tasting menus, chocolate-pairing sessions, or cocktail workshops. Hotels often partner with well-known local chefs or artisan brands to elevate dining without permanently changing their F&amp;B operations.&nbsp;Experience-led partnerships: Work with florists, photographers, or proposal planners to create surprise moments such as room styling, professional photo sessions, or curated proposal experiences. These collaborations are highly shareable, encourage social content, and often lead to higher on-property spend.&nbsp;Influencers: Partner with travel and lifestyle influencers to showcase your Valentine’s offerings. Highlight romantic rooms, special dinners, or unique experiences. Influencer content increases reach, builds trust, and drives bookings from targeted audiences.15. Streamline operations with technologyNo matter how much you prepare, smooth operations on the day, defines how memorable Valentine’s experience is for guests. Use modern tech to coordinate housekeeping, dining, and guest services during high-demand periods. Efficient internal tech ensures timely service, reduces delays, and keeps guests delighted. During Valentine’s week, smooth operations directly influence satisfaction, reviews, and repeat bookings.&nbsp;&nbsp;16. Use targeted marketingShow, not just tell, why your hotel is perfect for Valentine’s Day. Start by identifying who you want to reach, whether that is couples, families, loyal guests, returning visitors, or new audiences. Once your segments are clear, tailor campaigns across the right channels with messaging, offers, and visuals that speak directly to their needs and motivations. Targeted marketing ensures your Valentine’s offers reach the right guests at the right time, increasing relevance and conversion.17. Lead with compelling storytellingStrong storytelling brings your Valentine’s experience to life. From romantic moments and beautifully styled rooms to behind-the-scenes preparation, these details help travellers imagine themselves at your property.&nbsp;Don’t forget to tell your story with purpose. Emotional, authentic stories build connection and trust, turning inspiration into bookings. Supported by targeted ad placements and expert-led digital campaigns, your story appears where travel decisions are made, maximising visibility and attracting high-value guests.&nbsp;Utilise our Marketing Suite to place your brand where travel decisions are made, combining targeted ad placements and expert-led digital campaigns to maximise visibility, drive bookings, and convert high-value travel segments.18. Promote your property as the presentBring everything together to create a Valentine gift your guests simply cannot ignore. Combine your unique selling points, Valentine’s room decor, curated experiences, and special packages into one clear, compelling proposition. Tailor these offers to your key audiences and add flexible options like experiences, add-ons, or upgrades.&nbsp;Promote gift cards and vouchers as effortless yet meaningful presents, with extras such as complimentary breakfast or resort credit. By positioning your hotel as the complete Valentine’s experience, you drive bookings now and encourage stays beyond the day itself.&nbsp;Let HBX Group be part of your Valentine’s storyValentine’s Day is about connection, and that is exactly where HBX Group comes in. By working with HBX Group, your property gains year-round visibility across a global travel ecosystem of over 60,000 partners, including travel agents, tour operators, airlines, and distribution platforms.&nbsp;This means access to high-value travellers, often booking from long-haul markets, staying longer, and spending more on experiences. You will also be considered for timely, relevant hotel marketing campaigns throughout the year, not just Valentine’s Day.&nbsp;Already partnered with HBX Group? Make the most of it by using the Partner Portal to manage inventory, update content, adjust rates, and stay ready for every high-demand moment.&nbsp;Register your property

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18 Valentine's Day Hotel Ideas to Boost Occupancy

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The 22 Most Influential Travel Trade Shows for Hoteliers 

Unlock insights into Generation Z’s attitudes towards hyper-personalisation in travel with this exclusive white paper, created in partnership with NYU.As the fastest-growing consumer group and future high spenders, understanding Gen Z's travel preferences is essential for travel brands aiming to stay competitive. This report explores how this crucial demographic perceives personalised travel recommendations, their travel habits, and the channels they use or avoid for inspiration.Discover key insights to Generation Z's travel habits, including:How Gen Z views personalised travel suggestions across digital platformsTheir unique travel behaviours and decision-making processesStrategic recommendations to turn their expectations into actionable strategiesDownload your free copy today and equip your business with the knowledge to effectively engage this influential demographic.

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Generation Z & the Future of Personalised Travel Experience

[WHITE PAPER] Generation Z and the Future of Personalised Travel Experience

Stay ahead of what guests will expect nextTraveller behaviour is evolving faster than ever. For hoteliers, understanding the trends shaping 2026 is no longer optional — it’s essential to remain relevant, competitive, and profitable.New motivations, new travel habits, and rising expectations are redefining what makes a hotel stand out… or fall behind.&nbsp;What will you discover in the Travel Trends Report 2026?This exclusive report for hoteliers explores the key forces already transforming hospitality, including:&nbsp;Hotels as the destination, where the stay itself becomes the main reason to travel&nbsp;Fandom-, event- and culture-led travel, from concerts to pop culture experiences&nbsp;The rise of creativity, play and immersive experiences as demand drivers&nbsp;New approaches to wellness, social connection and multigenerational travel&nbsp;A growing desire for local, authentic experiences that truly benefit communities&nbsp;You’ll also find practical insights and recommendations to help you turn these trends into real opportunities for your property.&nbsp;The Travel Trend Report 2026 for hoteliers is completely free. Simply fill in the form below to access the full report.&nbsp;

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[REPORT] Hotelier Travel Trends 2026: Redefining the Hospitality Landscape

Which are the top travel trends for 2026 - and what do they mean for the B2B travel ecosystem and the wider travel industry?‘Me-mooning’. Wellness breaks. The digital detox. If 2025’s prevalent travel preferences could be distilled into one word, ‘mindful’ might fit the bill – perhaps even ‘minimalistic’.But for 2026, maximalism is back with a bang.From spending splurges to pop culture quests, the year ahead will see travellers seize the day across all manner of trips: think luxury stays, cross-continental collectable chases, and creative escapes where passion takes centre stage.For many, subtlety is so yesterday…but the traveller of today is not a monolith. For some, respite will remain top of mind; for others, authenticity is the hallmark of a truly great adventure.Meeting the expectations of an increasingly divergent customer base is a challenge that today’s travel players must face. With this report, we equip you with the insights you need to craft unforgettable experiences – no matter which part of the travel and tourism industry you’re in.&nbsp;What to expect in HBX Group's Travel Trend Report:The seven global travel trends in 2026 shaping tourism, and what this means for the entire travel industry - discover tips for hoteliers, advice for travel agents, and practical guidance for airlines, mobility &amp; experience providers and more.&nbsp;The hot topics influencing demand, from AI adoption and smart brand partnerships to the evolving role of social media in travel predictions for 2026.&nbsp;The enduring trends travel players can't afford to miss, including sustainable tourism, coolcationing and multi-gen escapes.&nbsp;Get to grips with traveller motivations and booking opportunities in 2026 - download your free copy now.

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Travel Trends 2026 - ecosystem

[REPORT] Travel Trends 2026 - 7 Top Predictions for Travel Professionals

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