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

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

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

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. 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. 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.  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. But the certification does not end with training. 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. 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. 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. 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. 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. Strong brand loyalty: This segment actively supports brands that demonstrate authentic inclusion. 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. 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. 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. 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. It is a practical way to stand out, build trust, and grow sustainably within a high-value travel segment. 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. Trust and credibility with LGBTQ+ travellers: The certification provides an internationally recognised standard for safety, respect, and trained staff, reassuring guests before they book. 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. ESG & 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. Stronger performance in Corporate & MICE RFPs: Offers the external inclusion credentials, safety frameworks, and compliance documentation increasingly required to score higher in RFP evaluations across all categories. Brand trust & 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. 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 'Super interesting, I hope all companies could add these courses to their workers. It’s time to act and change.'Staff member, Wild Cabo '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 How to obtain the Queer Destinations certificationHere’s a clear, structured process designed for hotel teams to get certified: Getting Started: We share clear details about the programme and next steps with the interested hotel companies. 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. 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. 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. 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. 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. 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. 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! Register your property