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HBX Group: Delivering Smarter, More Scalable Performance Across the Travel EcosystemIn our previous edition, we shared how HBX Group was strengthening the foundations for a more connected and scalable travel ecosystem. Earlier this year, the focus shifted to delivery, with product improvements designed to support day-to-day performance across everyday operations.As the travel landscape continues to evolve, partners need solutions that are practical, reliable, and built to scale. The updates delivered this quarter focused on simplifying daily operations, improving clarity, and unlocking new value across the end-to-end journey. To set the context, in this short video, Daniel Nordholm, Chief Information Officer at HBX Group, shares the product ambition guiding our roadmap and how this quarter’s improvements connect to a broader vision for smarter, more connected travel technology.&nbsp;Click to watch the video below.&nbsp;(Note: products and solutions namings current as of May 2026. Subject to change.)&nbsp;Below, we explore the key enhancements delivered and their impact across the ecosystem.&nbsp;&nbsp;1. Keep your sustainability certifications accurate and visible across B2B booking experiencesAs sustainability becomes a growing priority, hoteliers face increasing pressure to keep certifications accurate, consistent, and easy to find across all channels.&nbsp;The Sustainable Hotels Programme automates how certifications are collected, verified, and shared, ensuring your hotel is clearly identified and always up to date across the Partner Portal, booking platforms, and API connections. This makes your verified sustainability credentials visible and relevant throughout the entire B2B and B2C booking journey.Sustainable Hotels Programme automates how certifications are collected, verified, and shared, ensuring your hotel is clearly identified and always up to date across the Partner Portal, booking platforms, and API connections. This makes your verified sustainability credentials visible and relevant throughout the entire B2B and B2C booking journey.

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Quarterly Product Update, May 2026

HBX Group Quarterly Product Update | May 2026

How travel distributors are adopting AI – and what needs to happen nextArtificial intelligence is no longer on the fringes of travel distribution. It is already influencing how retail travel agents, wholesalers and intermediaries operate – from marketing and customer service to recommendations, pricing and planning.Yet despite growing momentum, adoption across the industry remains uneven.The HBX Group Intelligence Report: The State of AI in B2B Travel Distribution provides a clear, data‑led view of how AI is being used today across the global distribution ecosystem. Based on proprietary survey data gathered directly from HBX Group partners, the report captures the perspectives of professionals working at the sharp end of travel distribution – those balancing speed, accuracy and personalisation in an increasingly competitive environment.This report explores where AI is delivering value today, as well as the barriers slowing deeper adoption. It also examines regional differences across key markets, including the US, UK, Spain and Mexico.Whether you are benchmarking your current maturity or planning the next phase of investment, this report offers practical insight to help travel distributors move from experimentation to execution.&nbsp;Gain access to original research, expert analysis and actionable insight to guide your AI strategy - download the full report on The State of AI in B2B Travel Distribution.

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HBX Group Intelligence Report: The State of AI In B2B Travel Distribution

HBX Group Intelligence Report: The State of AI in B2B Travel Distribution

For hoteliers, occupancy remains one of the most closely watched performance indicators.Whether you are navigating seasonal fluctuations, changing traveller behaviour, or increasing competition, knowing how to increase hotel bookings is critical to sustaining revenue and long-term growth.This guide brings together practical, proven ways to increase hotel occupancy rate by combining visibility, distribution, pricing, and direct channel optimisation.The aim is simple: help you attract more demand, convert it more effectively, and build a more resilient business.&nbsp;What is hotel room occupancy?Hotel room occupancy refers to the percentage of available rooms that are occupied over a given period. It is a key metric used to assess how well a property is performing.It is calculated using a simple formula:Occupancy rate = (rooms sold ÷ rooms available) × 100For example, if your hotel has 100 rooms and 70 are booked, your occupancy rate is 70%.Occupancy matters because it directly impacts revenue, pricing strategy, and operational planning. A consistently strong hotel occupancy rate allows for better forecasting, more efficient staffing, and improved profitability.&nbsp;Why is hotel occupancy important for revenue?Occupancy does not exist in isolation. It works alongside metrics such as Average Daily Rate (ADR) and Revenue per Available Room (RevPAR) to give a fuller picture of performance.High occupancy with low rates may not deliver optimal revenue, while high rates with low occupancy can signal missed opportunities. The goal is to find the right balance.Seasonality also plays a major role. Many properties experience peaks and troughs depending on location, demand drivers, and traveller segments. Benchmarking against your local market and understanding your mix of business, leisure, and group demand is essential for effective hotel occupancy optimisation.&nbsp;How to increase hotel bookingsThere is no single solution for how to increase hotel bookings. Instead, success comes from combining multiple strategies that work together across the guest journey.Improve online visibility with SEO, GEO and localisationIf travellers cannot find your property, they cannot book it. Improving visibility is one of the most effective ways to increase hotel bookings. Here are some ideas:&nbsp;Create market-specific landing pages tailored by language, currency, and traveller intent&nbsp;Optimise for local search queries, nearby attractions, and destination keywords&nbsp;Keep your Google Business Profile updated with accurate details, images, and reviews&nbsp;Use structured data, such as FAQ and HowTo schema, to improve search performance&nbsp;These techniques help you capture high-intent searches such as “how to get more hotel bookings online” and “how to increase online hotel booking”.&nbsp;Strengthen your hotel’s digital marketing strategyA strong digital presence supports both visibility and conversion. Paid media, metasearch, and retargeting campaigns can all play a role in driving demand.&nbsp;HBX Group’s Marketing Suite supports hotels by improving digital reach and helping properties connect with the right audiences at the right time.&nbsp;By combining data-led targeting with creative execution, hotels can promote offers, highlight unique selling points, and increase engagement across channels.Optimise pricing with dynamic, demand-based strategiesPricing remains one of the most powerful levers for increasing occupancy. Try applying these tactics to your pricing strategy:&nbsp;Use dynamic pricing that responds to real-time demand and competitor activity&nbsp;Apply rate fences to segment customers without diluting value&nbsp;Introduce length-of-stay rules to maximise occupancy across peak and shoulder dates&nbsp;Focus on value-added packages rather than pure discounting&nbsp;This approach supports sustainable revenue growth while helping to increase your hotel occupancy rate.&nbsp;Expand and diversify distribution channelsRelying on a single channel increases risk. Expanding your distribution mix allows you to reach new audiences and stabilise demand. These are a few methods you can try:&nbsp;Work with wholesalers and tour operators to access international markets&nbsp;Engage corporate and long-stay segments for consistent demand&nbsp;Balance OTA, direct, and indirect channels to reduce dependency&nbsp;HBX Group’s Hotel Distribution Strategy connects hotels to a global network of travel sellers, helping properties tap into diverse demand streams and boost hotel bookings across markets.Increase midweek and low-season occupancy with targeted campaignsOne of the most common challenges is how to increase hotel occupancy during quieter periods. Here are some ways to address this:&nbsp;Segment your audience by travel purpose, such as business, bleisure, or local leisure&nbsp;Target feeder markets with tailored offers and geo-specific campaigns&nbsp;Align promotions with events, conferences, and flight schedules&nbsp;Collaborate with local attractions and destination partners to create bundled experiences&nbsp;Improve conversion with upsells and add-onsDriving traffic is only part of the equation. Converting that traffic into bookings, and increasing booking value, is equally important. Conversion tactics include:&nbsp;Offer personalised upgrades, such as room categories or views&nbsp;Add value through extras like F&amp;B credits, spa access, parking, or late checkout&nbsp;Present upsells at multiple touchpoints, including booking, pre-arrival, and during the stay&nbsp;These tactics not only increase revenue but also enhance the guest experience. You can explore more ideas in the HBX Group article on hotel amenities.&nbsp;Boost direct bookings through your websiteA strong direct channel reduces reliance on third parties and improves margins. Here, you can:&nbsp;Ensure your website is fast, mobile-friendly, and easy to navigate&nbsp;Simplify the booking journey to reduce friction&nbsp;Display transparent pricing, clear policies, and trust signals such as reviews&nbsp;Use compelling calls to action and personalised offers&nbsp;Roiback, HBX Group’s specialist brand for direct channel growth, supports hotels in increasing direct bookings through advanced booking engine technology and digital marketing services.&nbsp;Frequent Asked Questions about How to Increase BookingsWhat is a good occupancy rate for a hotel?A good hotel occupancy rate varies by location and segment, but many properties aim for 65% to 80%. Urban and business-focused hotels may target higher levels, while resort properties may fluctuate more seasonally.&nbsp;What causes low hotel occupancy?Low occupancy can result from weak demand, poor visibility, limited distribution, ineffective pricing, or lack of differentiation. External factors such as seasonality and economic conditions also play a role.&nbsp;How can a hotel increase bookings quickly?Short-term tactics include targeted promotions, last-minute deals, retargeting campaigns, and partnerships with distribution channels. Adjusting pricing and focusing on high-demand segments can also deliver quick wins.&nbsp;How can hotels increase direct bookings?Hotels can increase direct bookings by improving website usability, offering exclusive incentives, building trust through reviews, and investing in digital marketing. Tools like Roiback help optimise conversion and drive direct channel growth.&nbsp;Which distribution channels help hotels get more bookings?A balanced mix of OTAs, wholesalers, tour operators, corporate channels, and direct bookings is most effective. Leveraging a global distribution network helps hotels reach wider audiences and increase occupancy.Final thoughtsThere is no single answer to how to increase hotel occupancy. The most effective approach combines visibility, smart distribution, dynamic pricing, and a strong direct channel.&nbsp;By applying these strategies consistently, hotels can improve occupancy, increase revenue, and build a more resilient business.&nbsp;Partnering with HBX Group allows properties to access the tools, technology, and global reach needed to boost hotel bookings and grow sustainably.&nbsp;Register your property

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How to Increase Hotel Bookings: Practical Strategies to Boost Occupancy and Sales

Travel is becoming more intentional. Guests are no longer satisfied with simply visiting a destination; they want to understand it, engage with it, and feel part of it. This shift is at the heart of the “Live Like a Local” trend, one of the defining travel trends for 2026.&nbsp;For hoteliers, this represents a clear opportunity. As demand for authentic travel experiences grows, properties that can connect guests with local culture, communities, and traditions are better positioned to stand out. Increasingly, hotels are not just places to stay, but platforms for cultural immersion travel and meaningful engagement.&nbsp;What's the “Live Like a Local” trend (or authentic travel)?'Live Like a Local' describes a form of authentic travel where guests actively seek to experience the everyday life, culture, and traditions of a destination through local travel experiences, rather than observing from the outside.Travellers are now choosing hotels based on how well they facilitate these experiences. In many cases, the property’s connection to local culture carries more weight than location, price, or standard amenities.&nbsp;Why is it gaining relevance?The rise of immersive travel experiences is driven by broader behavioural and societal shifts.&nbsp;Firstly, travellers are increasingly motivated by purpose-driven travel. They want their trips to feel meaningful, whether that is through learning, connection, or contribution.Secondly, there is a growing awareness of sustainability. Guests are moving beyond surface-level eco-conscious choices towards sustainable cultural tourism that supports local communities and preserves heritage.Thirdly, digital discovery is reshaping expectations. Social media and AI-driven planning tools expose travellers to authentic, experience-led journeys, raising the bar for what a trip should feel like.Travel motivations are shifting towards fulfilment, connection, and community-driven experiences. The data reinforce this:&nbsp;75% of travellers actively seek culturally authentic experiences69% want their travel to spend to benefit local communities&nbsp;This is not a marginal change. It is a structural shift in demand, with clear implications for how hotels position themselves and design their offerings.These are some key types of “Live Like a Local” experiences:Cultural and heritage experiencesCultural exploration remains one of the most established forms of authentic travel, but expectations have evolved. Today’s travellers want more than guided tours. They are looking for deeper context, storytelling, and access.This can include:&nbsp;Walking tours led by local historiansBehind-the-scenes access to heritage sitesStorytelling sessions that bring history to life&nbsp;Why it matters:Cultural travel experiences attract guests who are highly engaged and often willing to invest in premium, curated activities.&nbsp;Practical tip:Develop partnerships with local historians, cultural institutions, and guides to create exclusive, experience-led packages that go beyond standard sightseeing.&nbsp;Culinary and food experiencesFood has become a central pillar of authentic travel experiences, offering a direct and accessible way to understand local culture. Travellers are increasingly drawn to:&nbsp;Street food tours and neighbourhood food trailsVisits to local markets and producersCooking classes using regional ingredients&nbsp;Why it matters:Culinary immersion is one of the strongest drivers of local engagement and shareable experiences.&nbsp;Practical tip:Move beyond restaurant offerings by integrating local food experiences into the guest journey, for example through chef collaborations, tasting sessions, or farm visits.&nbsp;Community-led and social experiencesConnection is a key driver of meaningful travel experiences. Guests want to interact with people, not just places. Consider:&nbsp;Artisan workshops and craft-making sessionsCommunity-led toursVolunteering or social impact activities&nbsp;Why it matters:Community-based tourism creates emotional engagement and strengthens the perceived value of the stay.&nbsp;Practical tip:Act as a facilitator by connecting guests with trusted local partners, ensuring experiences are authentic, ethical, and mutually beneficial.Nature and local wellnessWellbeing and local identity are increasingly intertwined. Travellers are seeking wellness experiences that are rooted in place, not generic. Activities can include:&nbsp;Traditional therapies and healing practicesGuided nature walks and eco-experiencesMindfulness activities linked to the local environment&nbsp;Why it matters:This aligns with both wellness tourism and sustainable cultural tourism, two of the fastest-growing segments in hospitality.&nbsp;Practical tip:Design wellness programmes that reflect the destination’s natural and cultural context, rather than replicating standard spa models.&nbsp;Everyday lifestyle and neighbourhood experiencesOne of the most powerful forms of authentic travel is the simplest: stepping into the rhythm of everyday local life. Increasingly, travellers want to experience destinations as residents do, not as visitors passing through. This includes:&nbsp;Neighbourhood walks beyond tourist districtsVisits to local cafés, bookstores, gyms, or marketsAttending everyday events such as local sports matches or community gatheringsUsing local transport or participating in daily routines&nbsp;Why it matters:These experiences deliver a deeper sense of belonging. They move guests from observation to participation, which is central to meaningful travel experiences. This is also highly aligned with the rise of slower, more intentional travel, where the focus is on living in a place rather than ticking it off.&nbsp;Practical tip:Curate “day in the life” itineraries for different guest types, for example:A morning coffee and bakery route favoured by localsA remote working day across neighbourhood co-working spacesA weekend-style itinerary including markets, parks, and casual dining spots&nbsp;Hotels can also create partnerships with local businesses to offer exclusive access or perks, turning ordinary routines into distinctive, bookable local travel experiences.Opportunities for hoteliers: How to enable “Live Like a Local”To respond effectively to this trend, hotels need to rethink their role. The focus should shift from accommodation to experience orchestration.Key actions include:&nbsp;Collaborating with artisans, guides, chefs, and community organisations to create authentic, scalable experiences&nbsp;Curating and packaging experiences&nbsp;Bundling immersive travel experiences with accommodation to increase dwell time and revenue per guest&nbsp;Embedding local identity into the property&nbsp;Using design, storytelling, and programming to reflect the destination’s culture throughout the guest journey&nbsp;Enabling independent exploration&nbsp;Providing digital guides, curated itineraries, and local recommendations that empower guests to explore at their own pace&nbsp;Prioritising community impact&nbsp;Aligning with community-based tourism principles by ensuring local partners benefit directly&nbsp;Leveraging technology and personalisation&nbsp;Using guest data to tailor recommendations&nbsp;Expanding on-property experiences&nbsp;Positioning your hotel as a cultural hub&nbsp;Integrating wellness and purpose&nbsp;When executed well, these strategies not only enhance guest satisfaction but also create new revenue streams through upselling and differentiated offerings.&nbsp;Frequent Asked Questions about Authentic Travel&nbsp;What are authentic travel experiences?Authentic travel experiences are activities that allow travellers to engage with the real culture, traditions, and daily life of a destination, often through local people and practices.Why is “Live Like a Local” important for hotels?It directly influences booking decisions, as travellers increasingly prioritise cultural immersion and meaningful engagement over traditional hotel features.How can hotels create local travel experiences?By partnering with local communities, curating immersive activities, and embedding cultural elements into the overall guest experience.Is this trend linked to sustainability?Yes. It is closely aligned with sustainable cultural tourism and community-based tourism, where travel supports local economies and preserves cultural heritage.&nbsp;A defining shift“Live Like a Local” is a defining shift in how people travel and how they choose where to stay. Guests are actively seeking authentic travel experiences that connect them to local culture, people, and environments.&nbsp;Hotels that embrace this trend by enabling cultural immersion travel and meaningful travel experiences will differentiate themselves in a crowded market.HBX Group supports this evolution by helping hotels connect with over 60,000 travel distributors across more than 190 source markets, while providing the tools and insights needed to turn travel trends into measurable growth.Register your property

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'Live like a Local' Travel Trend: Redefining the Authentic Travel Experience 

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.&nbsp;Megaworld Hotels &amp; 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.&nbsp;In HBX Group, MHR found a partner whose global reach and strategic capabilities aligned with its ambition.&nbsp;Since strengthening their collaboration in late 2023, Megaworld Hotels &amp; 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.&nbsp;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.&nbsp;About Megaworld Hotels &amp; ResortsMegaworld Hotels &amp; 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.&nbsp;“Our hotels are not of regular size,” explains Cleofe Albiso, Managing Director of Megaworld Hotels &amp; Resorts. “Our smallest hotels actually have around 550 rooms, so ensuring strong and consistent occupancy is essential.”&nbsp;&nbsp;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.&nbsp;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.&nbsp;For Megaworld Hotels &amp; 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.&nbsp;“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.”&nbsp;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.&nbsp;This required a partner capable of combining global reach with a deep understanding of destination dynamics and market behaviour.Building the collaborationAs Megaworld Hotels &amp; Resorts explored global distribution opportunities, its alignment with HBX Group naturally evolved into a strategic collaboration grounded in shared goals and complementary strengths.&nbsp;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.&nbsp;Equally important was the strength of the working relationship.&nbsp;“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.”&nbsp;This alignment led Megaworld Hotels &amp; Resorts to join HBX Group's Hotel Preferred Partnership programme, enabling deeper collaboration, targeted marketing support, and enhanced global exposure.&nbsp;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.&nbsp;Working within this ecosystem, Megaworld Hotels &amp; Resorts has been able to strategically position its properties across key international markets, ensuring that its offerings resonate with the right traveller segments.&nbsp;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&nbsp;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.&nbsp;“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.”&nbsp;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.&nbsp;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.&nbsp;The resultsSince the partnership with HBX Group began, Megaworld Hotels &amp; Resorts has achieved strong commercial performance through a combination of expanded international visibility, strengthened distribution, and its own strategic readiness to capture global demand.&nbsp;Between 2024 and 2025, the group achieved:• 33% growth in room nights• 52% growth in revenue&nbsp;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.&nbsp;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.&nbsp;2026 vs. 2025 (projection):• 85%–90% growth in room nights• 100%–120% growth in revenue&nbsp;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.&nbsp;“We have seen very tangible improvements in both productivity and revenue through our partnership with HBX Group,” says Albiso.&nbsp;The collaboration has also delivered additional benefits, including longer booking lead times, improved global brand visibility, and stronger engagement with international travel trade partners.&nbsp;Future ambitions togetherLooking ahead, Megaworld Hotels &amp; Resorts sees HBX Group as a key enabler in achieving its long-term growth ambitions.&nbsp;“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.”&nbsp;The collaboration also supports MHR's broader commitments to sustainable tourism, community engagement, and inclusive travel.&nbsp;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 &amp; Resorts and HBX Group to jointly showcase the Philippines’ growing global relevance.&nbsp;In conclusionThe collaboration between Megaworld Hotels &amp; Resorts and HBX Group demonstrates how global distribution expertise and strong local brand identity can work together to unlock international growth.&nbsp;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.&nbsp;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.&nbsp;If you're interested in exploring a similar collaboration for your property, we invite you to join our network by completing the form below.&nbsp;Register your property

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Expanding the Philippines Together: How HBX Group and Megaworld Hotels & Resorts Unlock Global Demand 

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.&nbsp;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.&nbsp;Understanding what revenue per available room reveals about performance allows hoteliers to assess whether their inventory is being monetised effectively.&nbsp;It also helps revenue teams identify opportunities to improve pricing strategy, distribution mix, and demand generation.&nbsp;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:&nbsp;Occupancy rate × Average Daily Rate (ADR)&nbsp;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.&nbsp;RevPAR formula 2The second approach to calculating RevPAR formula is:&nbsp;Total room revenue ÷ Total available rooms&nbsp;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.&nbsp;Both methods help hoteliers understand how effectively they are converting available inventory into revenue.&nbsp;RevPAR vs ADR vs occupancyTo interpret performance accurately, revenue managers must consider RevPAR vs ADR and occupancy together.&nbsp;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.&nbsp;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.&nbsp;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&nbsp;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.&nbsp;RevPAR does not reflect profitabilityWhile RevPAR provides a valuable snapshot of room revenue performance, it doesn't reflect total hotel profitability.&nbsp;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.&nbsp;For this reason, RevPAR should be analysed alongside broader financial indicators to gain a complete picture of overall hotel performance.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;How can hotels improve RevPAR?Improving RevPAR requires a coordinated approach that combines pricing strategy, demand stimulation, distribution diversification, and guest value optimisation.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;How HBX Group helps hotels increase RevPARGlobal distribution scale and advanced travel technology can play a decisive role in improving revenue performance.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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!&nbsp;Register your property

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How to Improve RevPAR in Hotels: Practical Actions for Stronger Revenue Performance

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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;For today’s traveller, accommodation is no longer just about comfort or convenience. It is increasingly about identity, inspiration, and personal enrichment.&nbsp;Why destination hotels are gaining momentumSeveral factors are driving the rise of destination hotels within travel trends 2026.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;With global hospitality demand continuing to grow, differentiation through immersive experience design is becoming a strategic necessity rather than a creative luxury.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;Hoteliers can consider practical approaches such as:&nbsp;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.&nbsp;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.&nbsp;Partnering with local communities, artists, or producers to introduce authentic experiences such as guided neighbourhood walks, pop-up retail spaces, or seasonal food collaborations.&nbsp;Using personalised pre-arrival communication and digital concierge tools to promote immersive hotel experiences and enable guests to curate their stay in advance.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;&nbsp;Register your property

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Destination Hotels: The 2026 Travel Trend You Should Be Leveraging

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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;'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&nbsp;&nbsp;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.&nbsp;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.&nbsp;'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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;Register your property

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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 conscious travel spending platform that helps hotels turn inclusion into measurable commercial performance by activating verified inclusive demand, strengthening booking confidence, and positioning brands within a trusted ecosystem where travellers actively choose to stay.&nbsp;&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

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