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As the hotel industry evolves rapidly, hyper-personalisation is becoming a major travel trend for 2026.&nbsp;Each year, the hospitality benefits from technological advancements. While the implementation of personal touches have long been used to level-up otherwise ordinary bookings (think 'delight and surprise' gifts on arrival), artificial intelligence (AI) and machine learning (ML) are further transforming the guest experience.&nbsp;These innovations have moved beyond simple enhancements and have become fundamental expectations of modern travellers. With recent advances in AI and ML, hotels can finally offer hyper-personalised services to travellers. To achieve this, properties must leverage data to gain in-depth knowledge of their customers, understand their behaviour, and anticipate their expectations during their stay.&nbsp;If you want to discover all the key trends transforming the hotel industry in 2026, we recommend downloading our free travel trends report for hoteliers below.&nbsp;What is hyper-personalisation in hospitality?For several years, companies have harnessed data power to improve their relationship with customers, and the hospitality industry is no exception.&nbsp;Instead of segmenting guests into broad groups based on age, origin, or gender, hyper-personalisation in hospitality considers specific preferences, previous behaviours, and current needs to provide real-time personalised experiences, services, and promotions.&nbsp;This is possible thanks to advanced technologies and big data analysis. Hotels collect information from various sources, such as direct bookings, social media interactions, and previous stays, using AI and machine learning to automate data analysis.&nbsp;In this way, they can predict guest behaviour and offer personalised recommendations, continuously improving the customer experience with real-time information.&nbsp;Key technologies for hyper-personalisationCustomer Relationship Management (CRM) systemsEffective hyper-personalisation requires a robust Customer Relationship Management (CRM) system. These systems centralise guest data and collect information from multiple touchpoints, such as online bookings, social media interactions, and satisfaction surveys.&nbsp;An efficient CRM allows hotels not only to gain a deep understanding of their guests but also to anticipate their needs and preferences by offering products or services at the right moment. This includes remembering relevant dates, room preferences, food and beverage tastes, and consumption patterns.&nbsp;Artificial Intelligence (AI) and Machine Learning (ML)These technologies are revolutionising the hotel industry by enabling advanced data analysis to anticipate needs. Through sophisticated algorithms, AI can identify behaviour patterns and predict guests' future preferences.&nbsp;Some applications include:Dynamic pricing adjustments: Predictive models optimise prices based on guest consumption habits.&nbsp;Personalised loyalty programmes: Tailored rewards aligned with individual customer interests and behaviours.&nbsp;Customised dining options: Personalised menus based on culinary history and dietary restrictions.&nbsp;Recommendations for activities and services: Based on previous experiences and detected preferences.&nbsp;Big Data AnalyticsBig Data enables the collection and analysis of large volumes of information to gain valuable insights into customer behaviour. Its application in hospitality ranges from tracking the booking process to optimising the guest experience during their stay.&nbsp;These tools allow hotels to identify trends and personalise their services. For instance, data analysis can reveal the point at which a guest typically abandons the booking process or what type of experiences they seek during their stay.&nbsp;With this information, hotels can improve their offerings and design more effective marketing campaigns. According to a study by Skift and Oracle, guests view this favourably, as they are willing to share personal data if hotels use it to provide personalised services and direct benefits.&nbsp;7 practical ways hotels can leverage hyper-personalisationContactless experiences and automationA Hilton study reveals that 63% of travellers prefer digital keys to avoid queues at reception, making this technology a necessity rather than a luxury.&nbsp;Consequently, many hotels have begun implementing virtual assistants in rooms to control lighting, temperature, and even room service orders via voice commands.&nbsp;Integrating such devices allows room conditions to be tailored to the guest based on historical data, creating a personalised and comfortable environment from their arrival.&nbsp;Additionally, contactless payments are becoming increasingly common, further enhancing the overall guest experience.To reflect emerging practice among hotels using AI, properties are pairing digital keys with AI-powered hotel systems and AI tools to personalise the hotel experience — practical examples of artificial intelligence in hotels that reduce friction without losing the human touch.For a deeper look at digital‑first operations and how to remove friction across the journey, see our hotel digitalisation article.&nbsp;Personalised entertainment and servicesGuests expect easy access to their streaming or gaming accounts. AI can enhance this experience by recommending content based on previous preferences or regional data.&nbsp;Beyond entertainment, hotels can also leverage guest-provided data to personalise amenities and room services, such as including preferred beverages in the minibar.This is where AI-powered guest personalisation comes into play, helping to scale truly personalised experiences in hotels for on‑property content, amenities and concierge suggestions. Some brands also experiment with guest experience personalisation platforms to keep recommendations consistent across devicesFor practical marketing activation and content personalisation, read Generative AI in Hotel Marketing; if you’re expanding on in‑room relevance and inclusive experiences, consider Inclusivity &amp; Accessibility in Hotels.&nbsp;Segmented advertisingHotels can offer room upgrades, exclusive services, or personalised packages based on guest preferences.&nbsp;According to a report by Oracle and Skift, 51.5% of hotel executives already use AI and data analytics to enhance marketing personalisation. As a result, hotels can create more tailored marketing campaigns, such as personalised emails, exclusive promotions, and custom content that resonate with specific segments and increase bookings.&nbsp;Additionally, some hotels use virtual tours to showcase their facilities, allowing potential guests to better understand the value of superior room categories, significantly increasing higher-category room bookings.&nbsp;&nbsp;Creation of targeted sub-brandsAnother key aspect of hyper-personalisation is its ability to help hotels create sub-brands targeted at specific customer segments.&nbsp;Through data analysis and AI, hotels can design accommodation concepts tailored to specific groups, such as business travellers, millennials, or families.&nbsp;This allows hotel chains to diversify their offerings without constructing new infrastructures from scratch, instead adapting existing ones with personalised approaches.Positioning sub‑brands around hotel personalisation and personalised accommodation experiences — supported by AI personalisation and platform integrations — lets teams test propositions faster while staying consistent with the master brand&nbsp;Voice-activated assistanceVoice assistants are becoming increasingly common in homes, and guests expect similar functionalities during their stays. AI-powered systems can handle service requests, provide local information, and update guests on real-time events.&nbsp;AI also optimises call centres, providing quick and personalised responses, thereby improving the customer experience.&nbsp;We recommend considering virtual assistants in rooms and exploring chatbots on customer service platforms to enhance guest communication.In practice, hotels combine in‑room voice with hospitality ai &nbsp;service and contact‑centre automation — a concrete sign of AI in the hotel industry maturing — while piloting lightweight hotel guest personalisation engines to orchestrate responses.&nbsp;Security and privacy in hyper-personalisationAs hotels collect more guest data, they must also ensure its security. Implementing cybersecurity protocols and complying with data protection regulations are essential to mitigating risks.&nbsp;It's advisable to adopt encryption technologies and anonymise sensitive data to safeguard guest privacy. When assessing platforms, many teams ask what features an AI personalisation engine for travel hospitality includes. Beyond controls and consent, look for audit trails and role‑based access so AI models remain explainable and governed.&nbsp;Don't miss our detailed article on hotel cybersecurity in 2026.&nbsp;AI-driven sustainability and energy efficiencyFinally, AI also plays a crucial role in hotel sustainability by optimising energy consumption. Smart systems can adjust climate control and lighting based on hotel occupancy, reducing costs and minimising environmental impact.&nbsp;A good practice is implementing motion sensors and artificial intelligence-based energy management systems. For more sustainable actions hoteliers can adopt, check out this article on sustainable tourism.&nbsp;Frequently asked questions about hotel hyper-personalisation&nbsp;What is hyper‑personalisation in hospitality?It's the ability to adapt content, offers and service in real time to each guest using AI/ML, behavioural data and contextual signals — going beyond basic segment‑level personalisation.How are hotels using AI to personalise guest experiences?Common use cases include pre‑arrival preference capture and add‑ons, in‑stay recommendations and timing, and post‑stay retention with relevant offers — improving conversion while reducing friction.What features should an AI personalisation engine include?A unified guest profile, multi‑channel recommendation logic, model explainability and controls, built‑in privacy/consent, and open integrations with CRM, PMS/CRS/RMS and CDP.Is AI personalisation compatible with privacy rules in hotels?Yes — when designed with minimisation, granular consent, and auditable AI decisions, ensuring compliance and guest trust.Does hyper‑personalisation work better in luxury hotels?It benefits all segments, but luxury often captures outsized value by monetising attributes and highly curated experiences.&nbsp;ConclusionHyper-personalisation and artificial intelligence are redefining the hospitality industry, providing unique experiences and optimising hotel operations.&nbsp;Hoteliers who adopt these technologies will enhance guest satisfaction and increase efficiency and profitability.&nbsp;Additionally, if you want to discover how HBX Group can help you increase bookings through our global network of 60,000+ distributors, have a look at our solutions for hoteliers, or join us today by clicking on the button below.&nbsp;&nbsp;Register your property

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How to Use Hyper-Personalisation for Hotels: A 7‑Step Checklist

What’s in store for the travel industry in 2025?The travel industry is at the dawn of a new era.2024 was certainly a year for the record books, bearing witness to sky-high travel spend and milestone international arrivals. As travel players from all corners of the industry eagerly look ahead to what comes next, we at HBX Group are pleased to reveal which trends we predict will shake up the sector through 2025 and beyond.Understanding these travel insights will be essential for any travel provider seeking to stay ahead of the curve. In this guide, you’ll learn:- Which trends will shape the next 12 months in travel- Which of 2024’s enduring trends are set to transform in 2025 and beyond- How travel providers can embrace the needs of the modern travellerAccess your free guide to travel trends in 2025 by clicking here.

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[REPORT] Travel Trends 2025 - What's In Store?

The hotel distribution landscape is complex and competitive, involving a wide range of channels and players. Hotels often face significant challenges when it comes to optimising room distribution, increasing visibility in key markets, and attracting high-value guests. These challenges can prevent properties from reaching their full revenue potential.&nbsp;HBX Group offers an ideal solution for hotels looking to enhance their visibility, both in long-haul and domestic markets of their choice. By connecting properties to a vast network of global travel distributors, HBX Group helps attract guests who tend to spend more, book further in advance, and cancel less frequently. This is achieved by distributing rooms directly to other businesses, such as travel agencies and tour operators, who then create bespoke travel packages, among other services.&nbsp;This case study highlights how one local hotel chain, Atlantis Alger Air de France, partnered with HBX Group and quickly achieved results—securing bookings within days of joining, thanks in large part to the tailored support provided through the Hotel Onboarding Programme.&nbsp;About the hotelAtlantis Alger Air de France is a comfortable and elegant hotel located in Algiers, Algeria, with a capacity of 57 rooms. The nearest airport, Houari Boumediene, is just a 30-minute drive away.&nbsp;Combining elegance and comfort in a contemporary setting, it offers a memorable experience for both business and leisure travellers. This hotel is part of the four-star chain Atlantis Hotels, which operates modern establishments across Algeria, tailored to meet the needs of both business and leisure guests.&nbsp;Previous situation and challengesAccording to Sammy Andaloussi, Director of Strategy and Operations, the chain faced several challenges that led them to seek support in distributing their rooms.&nbsp;Although they already had a strong presence in Algeria, where they exclusively operated, they wanted to expand their international reach, both for the hotel and the entire Atlantis chain.&nbsp;The primary goal was to attract long-haul travellers, a segment they had not yet been able to capture. Before collaborating with HBX Group, they primarily worked with traditional OTAs.Choosing HBX GroupOne of the main reasons for joining HBX Group was Mr. Andaloussi's previous experience working with us. Thanks to the positive results achieved with other international chains, he decided to once again trust the B2B distribution channel we offer.&nbsp;In Andaloussi's words: ‘I knew that HBX Group is a serious company that genuinely strives to promote and expand the reach of our hotels.’&nbsp;Additionally, he believed that investing in a strong B2B channel was preferable to excessively diversifying distribution channels and achieving less consistent results. He also valued HBX Groups’ ability to attract international clients, something he wanted to replicate with this local chain.&nbsp;Finally, the Virtual Credit Card (VCC) payment system was a key factor. This method allows the hotel to collect payment as soon as the client checks out, protecting cash flow and making it easier to close the month with all bookings paid.&nbsp;&nbsp;Agreed strategyJoining HBX Group was a well-considered decision, supported by Andaloussi's positive past experiences.&nbsp;What were his goals? According to him: ‘The chain has never had visibility. So, the first step was to increase our reach to maximise bookings.’&nbsp;He also showed greater interest in the type of market rather than the type of booking, as Algiers’ booking window tends to be last-minute. They aimed to target markets such as the Middle East, which has great potential for this destination, as well as Spain, France, Europe, and the United States, where HBX Group has a strong presence.&nbsp;Results with the Hotel Onboarding ProgrammeThe first step was to complete the online registration form. Once finalised, an agent assigned through the Hotel Onboarding Programme contacted them to guide them step-by-step through the entire process, also providing their access credentials.&nbsp;Thanks to the support provided through this programme, Atlantis Alger Air de France was able to have its Partner Portal profile (formerly known as MaxiRoom) up and running in less than 48 hours, enabling them to start distributing their rooms immediately.&nbsp;This onboarding campaign includes a series of emails designed to guide hotels through each step of the process and offer practical advice to streamline it and optimise their profile. This ensures hotels are ready as quickly as possible to begin receiving bookings.&nbsp;The programme covers key topics such as how to set up rate plans, upload attractive content to the profile to enhance its visibility among distributors on the Booking Engine, create offers, manage billing, and join our Monthly Campaigns to maximise profile potential.&nbsp;In Mr. Andaloussi's words: ‘The support from your agent and the onboarding process were excellent. Receiving weekly emails with clear steps made it easy for me to progress quickly.’&nbsp;Thanks to the efficiency of the process, Atlantis Alger Air de France received its first bookings in less than 7 days. These bookings came from Europe, one of the priority markets identified in their strategy with HBX Group.&nbsp;Why work with HBX Group?At HBX Group, once you register, you have the support of our agents who guide you step by step through the entire onboarding process to help you unlock the full potential of this new partnership.&nbsp;You’ll have access to clear explanations and personalised advice to optimise your profile from day one, completely free of charge. If at any point you need additional assistance, you’ll always have the option to contact one of our agents, who will be happy to help.&nbsp;In addition to this comprehensive support, there are many more reasons to partner with HBX Group:&nbsp;Access to over 60,000 travel distributors: including 50,000 travel agencies and 3,500 tour operators, as well as airlines, affiliates, and other businesses.&nbsp;Global reach in more than 170 source markets: whether you want to attract long-haul travellers or local audiences, we help you connect with the markets you need.&nbsp;No competition with your direct channel: HBX Group exclusively distributes to travel agencies and wholesalers, helping you stand out in their travel packages.&nbsp;Effortless visibility: We take care of positioning you in your chosen markets, connecting you with the right agencies.&nbsp;Register your property

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From Registration to Bookings in 7 Days: Atlantis Alger Air de France and HBX Group

As global travel adapts to economic changes, evolving consumer preferences, and technological advancements, HBX Group is ready to embrace the evolution as a leading force in the industry. Unwavering in its pursuit of excellence, the Group remains committed to mutual growth and addressing the emerging needs of today’s partners and consumers.“This evolution is grounded in our commitment to adaptability, resilience, and innovation as we face the future head-on.”Nicolas Huss, HBX Group CEOThis report, created by HBX Group in collaboration with Skift, outlines our vision for fostering innovation, transparency, and sustained growth by implementing resilient structures, empowering the workforce, and enhancing customer experiences.&nbsp;Key insights from this special report include:- Lessons from HBX Group's rebranding and the launch of our Centres of Excellence,- The crucial role of HBX Group’s Executive Committee in driving innovation in technology, data, and product development,- A customer-centric three-year roadmap focused on creating personalised and frictionless travel solutions,- Details on a newly-engineered tech stack, designed to reduce operational silos and enhance booking processes,- A commitment to employee engagement, fostering a culture of shared ownership and accountability,- An overview of HBX Group’s ecosystem approach, emphasizing strategic partnerships and collaborative growth initiatives across the industry.&nbsp;Read the report by clicking here.

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[REPORT] HBX Group’s Journey Toward Excellence

&nbsp;The Knox Corps CEO, Scott Patterson, explores how travel professionals can protect their businesses by following cybersecurity best practices.&nbsp;I’m Scott Patterson, CEO of The Knox Corps. I’m also an accomplished information security executive, with over two decades of experience strategising and developing enterprise security programs for highly regulated organisations in sectors such as healthcare, financial services, and the United States Air Force. Additionally, I serve as the Sector Chief of the FBI’s Communications sector and as a Governor of Homeland Security. Given my background, I am deeply immersed in the world of cybersecurity.&nbsp;As part of Cybersecurity Awareness Month, I’d like to take the opportunity to share some of my knowledge to help you and your business stay safe.&nbsp;Cybercrime is a serious threat. There are organisations that, if attacked today, might not survive tomorrow. It’s a daunting reality. In the event of a breach, not only could a business face closure, but sensitive information — including financial and confidential customer details — could be compromised. Understanding how to strengthen security measures and implement an effective disaster recovery plan can be the key to either withstanding an attack or falling victim to it.&nbsp;&nbsp;Compliance is KingIs the travel industry a prime target for cybercrime?&nbsp;Yes, absolutely. In addition to the reasons outlined, there are many access points to this sector. Here’s a simple analogy: the more doors that you have to your house, the more susceptible you are to your home being compromised. If you have one door, you only have one to secure; if you have two or three, you need to be much more vigilant.&nbsp;&nbsp;This is the case in the travel industry – between email communications, telephone calls, third parties, partnerships, websites, and even payments, several areas could become compromised. This is where compliance comes into play.&nbsp;Dual ComplianceThe travel industry falls under what I’d refer to as ‘dual compliance’, where players must comply with multiple regulatory bodies.&nbsp;&nbsp;The first is the Payment Card Industry, or PCI, which has its own set of standards around securing the financial transactions surrounding the credit card and the credit card holder. PCI is only concerned with what was mentioned above since hotels must get paid, and the number one form of payment is via e-commerce, either web or in person. There is a separate council that governs and enforces PCI, and the cost of a breach could be substantial.&nbsp;On the other side, we have ISO compliance, which handles breaches related to all personally identifiable information (first and last names, addresses, the names of family members, health information, bank account information, emergency contact information, email addresses, and so forth). As you can imagine, balancing the different areas of compliance can be complex, and this is where I recommend a risk assessment.&nbsp;&nbsp;A proper risk assessment covers technical and non-technical risks, providing a global perspective of dual compliance, where risks are aligned under each regulatory body and a mitigation plan is in place to remediate. In the end, one must have proof of such by way of what’s called a Report on Compliance (ROC).&nbsp;Enhanced Security, Greater SuccessUnderstanding the resources available to you is crucial. I get it — not every company has thousands of dollars, euros, or pounds to hire in-house security specialists. However, I can’t emphasise enough the importance of proper compliance and risk assessment.&nbsp;&nbsp;Let me explain why.&nbsp;Without due diligence, your company may not survive. Countless businesses have gone under due to a lack of preparedness. We are living in an age of technological advancement, and with that comes an increased risk of cybercrime. Staying up-to-date and well-protected is essential for your company’s survival, as well as for the security of your customers and partners.&nbsp;Customers and partners value security. Think about it — when choosing between two companies, what’s the differentiator? Today’s partners and consumers are becoming increasingly savvy and concerned about their online safety. On the partnership side, every brand wants to protect its assets, whether financial data, customer information, or a hard-earned reputation.&nbsp;&nbsp;Demonstrating a commitment to security can help you win their business by showing that you share their concerns.&nbsp;So, How Can You Implement Cybersecurity Solutions Without a Dedicated Team?&nbsp;This is where companies like The Knox Corps come in. We provide risk management, ethical hacking, forensics, vulnerability assessments, IT security, and advisory services to help you become cyber-compliant. That way, you can focus on delivering great solutions to your customers.&nbsp;I’d like to extend my gratitude to HBX Group for giving me and The Knox Corps the opportunity to address this important issue. Alongside Christo and Paula, we are committed to raising awareness about cybersecurity—outreach is essential.&nbsp;&nbsp;There’s one final thought I’d leave you with during this Cybersecurity Awareness Month: it’s to remain curious yet cautious about the digital world’s constantly evolving nature (consider the rise of artificial intelligence, for example). With that evolution, it’s vital to arm yourself with the knowledge needed to protect your business and yourself before you venture toward bolt-on solutions, such as artificial intelligence. Keeping up with trends while performing trend analysis is paramount to the success of your business. So, before focusing on trends, focus on the foundation first.&nbsp;Scott Patterson is an entrepreneur, professor, professional speaker, and Advisory Chief Security Officer. He possesses over two decades in organisational leadership roles, with proven experience in strategising and developing enterprise security programmes for highly regulated organisations in Healthcare, Financial Services, Education Insurance, and the Armed Forces.

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Scott Patterson cybersecurity best practices

The Cyber Shield: Safeguard Your Business with Best Practices

&nbsp;Paula Felstead, ex-Chief Tech, Data and M&amp;A Officer at HBX Group, offers key insights into the status of cybersecurity risks for the travel and hospitality sector, and how forward-looking businesses must adapt.&nbsp;It's time to get comfortable with an uncomfortable topic - cybersecurity.&nbsp;We are in an age where digital transformation is advancing at an unprecedented pace, and understanding the implications has never been more critical.&nbsp;We exist in a reality which is evolving every day, and with it, so do the risks faced by our industry.&nbsp;&nbsp;Whether you're an individual or part of a business, security threats – from annoying spam emails to sophisticated phishing attacks – are a daily concern. On a global scale, these challenges become even more complex, especially as we operate within an interconnected ecosystem.&nbsp;Taking an ecosystem approach has its perks: partners gain seamless access to global products and services, typically at a lower cost, and certainly with less friction. Interconnectedness is paramount to collective success, but an uncoordinated approach to cybersecurity can have a significant ripple effect. To put it plainly: if there is a weak link in the chain, then the whole chain becomes weaker.&nbsp;&nbsp;At HBX Group, we see cybersecurity as a communal obligation. We all owe it not only to our own organisations, but also to every individual and business connected to us. Every transaction made within this ecosystem reflects our duty, and over the past three years, we’ve faced emerging threats head-on by investing significantly in security. With a dedicated cybersecurity team, we’re committed to ensuring that every transaction is handled with care.&nbsp;As we grow and innovate, we want to do so safely, trying to stay ahead of potential threats. Trust is the lifeblood of the travel ecosystem, so it’s vital that we keep investing in knowledge and technology to predict and mitigate risks—not just to protect our brand, but to safeguard the entire network of partners and clients we work with.&nbsp;In an increasingly interconnected world, it is essential to champion awareness and collaboration around cybersecurity, empowering everyone to not just react to threats but to proactively work together.&nbsp;&nbsp;For this reason, I am pleased to announce our efforts in developing a Cybersecurity Consortium: by partnering with notable travel brands and cybersecurity experts such as Fox-IT and The Knox Corps, the goal of the Consortium is to bolster the travel industry’s defences against growing cyberthreats whilst supporting a wider network of travel professionals. Many do not have the necessary funds available to do this alone.&nbsp;&nbsp;By sharing valuable insights, best practices, and helpful advice, this collaborative effort will connect those in need with companies that can provide the necessary assistance and expertise, fostering a safer environment for everyone involved in the travel ecosystem.&nbsp;It is my belief that actions such as this are required if we are to proactively address threats and work toward a secure digital future. The evolution of cybersecurity is not just about tech; it involves people, processes, and shared responsibility for our collective safety online. By sharing knowledge and openly discussing our challenges, we can cultivate a fortified cybersecurity landscape.&nbsp;&nbsp;I invite you to learn alongside us this Cybersecurity Awareness Month, as we share a wealth of insights and views from industry experts, including Fox-IT and The Knox Corps.&nbsp;&nbsp;

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Cybersecurity Paula Felstead insights

It's Time to Get Comfortable with an Uncomfortable Topic - Cybersecurity

&nbsp;HBX Group garnered expert insights from Christo Butcher, global lead for threat intelligence at Fox-IT, on how travel professionals can safeguard against cybersecurity attacks.&nbsp;The hospitality industry is fantastic. This is a sector which thrives on the human connection, with a workforce which is inherently helpful and kind. There are benefits to this: from an enhanced customer experience to collaboration, innovation and morale, the sector’s greatest strengths can be attributed to a collective passion and empathy.&nbsp;Unfortunately, these positive traits also serve as a gateway to vulnerability.&nbsp;Cybercriminals love the travel industry. Consisting of numerous companies, a vast number of individuals, and significant financial assets, it is an appealing target. On top of this, its current level of cybersecurity is often lower than other sectors.&nbsp;So, how can travel professionals protect themselves from cyberattacks?&nbsp;The answer lies in understanding the cybercriminals, and working to strengthen against those weaknesses they exploit.&nbsp;&nbsp;Know Your EnemyCybercriminals are inherently creative, functioning much like entrepreneurs seeking lucrative opportunities. When they discover effective methods for earning money, they exploit them until those methods become ineffective. They then look for another way to attack – and in an industry as far-reaching as the travel industry, the access points are plentiful.&nbsp;Moreover, we exist in an evolving digital world. It can be hard for the average person to keep up – but for the hackers, cybercrime is their livelihood. They’re adept at staying up-to-date, looking for any opportunity to exploit their targets’ weaknesses.&nbsp;&nbsp;Here are just a few tactics techniques which you might already be familiar with:Email Phishing: a fraudulent attempt to obtain sensitive information, steal credentials, or infect the target computer via deceptive emails that appear to be from legitimate sources.Chat Phishing: a scam where attackers use instant messaging platforms to manipulate users into sharing personal information or downloading malicious software.Voice Phishing (Vishing): a technique where scammers use phone calls to trick individuals into revealing confidential information or perform actions information by pretending to be a trusted entity.&nbsp;As mentioned, the travel sector is a particularly friendly one. This makes its workforce susceptible to hacking via social engineering. Cybercriminals are master manipulators and have no issue with brazenly taking advantage of their proposed victims – if that travel agent, check-in clerk or phone operator is in a very helpful mood, it makes them extra vulnerable. However, there is a way to channel that helpfulness into a form of protection.&nbsp;Strengthening Defense Through CollaborationTransparency around cybersecurity offers a pathway to beating cybercriminals. Although many businesses feel ashamed to have suffered a cyberattack, others have gone public, choosing to bring attention to the crime in the interest of the greater good.&nbsp;Of course, not every company wants to admit to falling victim to what are increasingly common attacks. It’s easy to understand why: few want to appear vulnerable, especially when entrusted with valuable customer data. That said, sharing experiences of cybercrime, especially technical details of the attacker’s modus operandi, within the travel sector and with trusted authorities (like Fox-IT and NCC Group) anonymously reporting cybercrimes to an authority (like Fox-IT) is a valuable step to helping others and the industry as a whole to prepare and defend themselves from suffering the same fate.&nbsp;By sharing, we can build a stronger defense: it’s better to learn from the collective experience, than to sit with our own mistakes.&nbsp;In addition to leaning into the spirit of transparency – that much-loved trait that our travel professionals possess in spades –, keeping abreast of developments in the realm of digital technology and cybersecurity is paramount. After all, cybersecurity is not a static field: it continually evolves alongside the techniques deployed by cybercriminals. The public media has plenty of useful information, but engaging with specialised cybersecurity firms can provide valuable insights at speed.&nbsp;&nbsp;Here at Fox-IT, we’re immersed in the landscape of ongoing cyberattacks. As committed cybersecurity specialists, our mission drives us to contribute to a safer society for all. From conducting cybersecurity assessments to sharing providing trainings on the issue, our technical and innovative solutions enable us to do just that.&nbsp;However, the most promising strategy for the travel and tourism sector is fostering a culture of collaboration – this is something we experienced first-hand when joining HBX Group at this year’s MarketHub, where we were able to speak directly to travel professionals about the challenges they face. These are individuals who have seen the issue from close by; businesses of all sizes, who have seen the damage caused. Mutual exchanges, such as those at the MarketHub (or in other forums) can significantly enhance resilience against sophisticated attacks.&nbsp;Awareness of this issue is growing, and to protect ourselves, we must work together to find a solution. This Cybersecurity Awareness Month, I wish to echo the sentiment that cybersecurity is a collective obligation – it’s time to empower ourselves by leveraging our diverse experiences and expertise as vital insights, as we work to strengthen our defences against cybercrime.&nbsp;Christo Butcher has been safeguarding companies since the turn of the century. He excels at illuminating the challenges posed by real-world cyberattacks and developing evidence-based strategies to fortify organisations against them. In an era marked by constantly evolving cyberthreats, Christo Butcher is dedicated to providing clarity, insight, and data-driven resolutions. His passion lies in growing clients’ cyber maturity and enhancing the safety of our digital landscape.&nbsp;

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cybersecurity how to protect yourself key insights Christo Butcher Fox IT

Cybersecurity: How to Protect Yourself in the Digital Battlefield

In the hotel industry, upselling is a strategic approach aimed at promoting upgrades on bookings or reservations. This entails encouraging guests to spend more on additional amenities and services at any point throughout the guest journey, encompassing pre-arrival, stay and post-stay phases.&nbsp;&nbsp;It’s well-known that these upselling techniques can significantly help hotels increase profits. But it’s also essential to have in mind the best practices and avoid potential pitfalls.&nbsp;&nbsp;In this article, we delve into the benefits of upselling for hotels, what to upsell in hotels, key guest types to consider, and examples of upselling tactics for hoteliers.&nbsp;Keep reading to discover more about our recommendations.&nbsp;Benefits of Upselling in Hotels: Why Is It Relevant for Your Property?&nbsp;In essence, by investing effort into applying these techniques within your daily operations, you’ll reap multiple rewards. Here are our top reasons why you should tap into them.&nbsp;&nbsp;Enhanced Understanding of GuestsEvery interaction with your clients starts with a dialogue, and each attempt to upsell pushes you to listen to your customer’s voice. Understanding your audience improves their experience and facilitates customer retention.&nbsp;Increased Customer’s SatisfactionUpselling serves as a great way for you to showcase your services and product range, offering more options to your customers. They might not be aware of upgrading options, or simply might have had other needs coming up since they made their booking.&nbsp;Boosted RevenueEffective upselling can give you extra revenue streams. Opting for the right distribution partner, such as HBX Group, can grant you access to international guests that are more likely to upgrade their booking as they tend to spend more in a destination.&nbsp;&nbsp;Hotel Upselling Ideas: Where You Should Put The Focus&nbsp;When you start implementing this technique, it’s very usual to get very creative and offer an extensive array of amenities or services for your upselling purposes.&nbsp;&nbsp;However, prior to delving into the upselling possibilities, it’s important to acknowledge that you should avoid giving guests too many options that end up overwhelming them.&nbsp;&nbsp;Our recommendation here is that you start by presenting classic options, such as breakfast, early check-in and late check-out. And then add a few deals tailored to that specific segments. A selection of 10–15 options would be ideal.&nbsp;&nbsp;Once said this, let’s see some of the most popular options for your upselling purposes.&nbsp;Room upgrades &amp; Rooms with special featuresBigger rooms, suites, or accommodations with panoramic views, terraces, saunas or kitchens.Stay extensions: Encourage guests to stay longer with discounts for a one- or two-night extension. This will help you sell additional rooms during off-peak seasons.Pet feesDry cleaning servicesSpecial occasion packagesBaby bedsFood and beveragesStrawberries and champagneWine bottlesPremium minibar selections&nbsp;Activities &amp; TransportSpa treatmentsIn-room massageDog walking servicesParking facilitiesBicycle rentalsOff-property excursionsAirport shuttle services&nbsp;Check-in and check-outEarly check-in: Guests arriving earlier than check-in time may be caught by surprise by your hotel and their rooms might not be ready. It would be a great opportunity for you to provide a room upgrade to a suite or simply a larger room as an alternative solution.&nbsp;Late checkout: This is important in order to facilitate the logistics of late departures, such as evening or late afternoon flights.&nbsp;Guest Categories to Consider In Your Upselling StrategiesFirst and foremost, it’s vital to know which segments of guests you’re attracting. This will give you insights on which type of amenities and services can be useful for each of these travellers. Some of the main guest categories to have in mind are as follows:&nbsp;Families with children: Consider offering connecting rooms and fun activities. This segment appreciates flexibility. Also, provide meal packages and family-friendly activities.&nbsp;&nbsp;Couples: They may be willing to upgrade their experience with larger, more comfortable rooms, panoramic views, and other features that can enhance their stay. Romantic packages like couple’s massages, candlelight dinners, or a spa experiences are likely to be of interest.&nbsp;&nbsp;Business travellers: This segment has a great potential for upselling strategies as these guests are often less price-sensitive, and are looking to improve and smoothen their stay. Some interesting upsells for business travellers would be early check-in or airport transfer, flexible departure times, express laundry, parking... Ensure that they are comfortable and that they perceive your property as one that is convenient and provides prompt service.&nbsp;Digital nomads: Some high-valued offerings include well-equipped in-room workstations, a coworking space or a chance to upgrade to high-speed Wi-Fi. Discover further initiatives to cater for remote workers here.&nbsp;Solo female travellers: Given the rise in solo female travellers, consider offering secure transfer options with trusted providers, as well as other options that we explore in this article on solo female travel. &nbsp;&nbsp;5 Upselling Techniques for Hotels That Deliver ResultsNow that we have defined what services and products are a fit for upselling&nbsp;– and how to cater to some of the most lucrative guest types –, it’s time to deep dive into some of the most common techniques to drive upselling success.&nbsp;Start selling before your guest arrival: This is one of the best moments to upsell because the traveller is eager to buy extra/complementary services.&nbsp;You can send customised emails or WhatsApp messages with offers 2–3 days before arrival. For instance, consider sending a brochure with relevant information about the hotel, and include a section with add-ons to their primary booking, such as airport transfer, early check-in or room category upgrade.&nbsp;&nbsp;Partner with local businesses: Collaborate with local companies to provide tailored and enriching experiences. Offerings like private walking tours, boat trips, wine tastings and spa packages can enhance guest experiences.&nbsp;Check what popular activities are held close to your property, and reach these local businesses in order to establish a collaboration. A good example would be partnering with local wine farms to create a complete wine experience package for a minimum stay of two nights.&nbsp;Another great idea is to reach out to festivals or sporting events’ organisers. As you can read in this comprehensive article on film tourism, there are plenty of appealing activities and proposals for your guests. Read more on top travel opportunities for hoteliers by clicking the banner below.&nbsp;Keep a look into data: To better understand which amenities and services were most popular in the past, it's imperative to collect this information. It will enable you to identify the trends of your property, and you may be able to prioritise some offers over others to increase your chances of selling.&nbsp;Focus on training your staff for front-desk upselling: Ensure all hotel staff are aligned, and know how and when to upsell.&nbsp;Train them to gauge guest moods and how to ask open questions to gather relevant information.The check-in might not be the best moment to try to upsell your products, as guests often arrive tired and want a smooth check-in process, without having to hear your offers. Instead, it’s better if you have sent your list of offers a couple of days before their arrival so that they can have a look at it and decide if there’s something appealing to them.&nbsp;&nbsp;Present every upsell opportunity as an option: Pushing hard doesn’t always work, that’s why it’s crucial to showcase upgrade offers as choices. Customers can get annoyed by aggressive upselling techniques. Focus on offering solutions rather than increasing your profits.In addition, when offering a new deal, only mention the incremental price, not the full price. E.g: Instead of saying ‘For £260 a night you could upgrade to our Seaview Suite with a Continental breakfast included,’ say ‘Would you like to upgrade to our Seaview Suite and add our Continental breakfast? It’s available for an extra £35 per night.’And always try to reaffirm the primary purchase and then offer the upselling. For example, say that the room chosen is wonderful, but that they can have the superior one for a small add-on.&nbsp;&nbsp;By embracing these techniques, hotels can elevate guest experience while boosting their revenue. As mentioned, it’s essential to start by understanding your customers’ needs in order to cater to them with your best offerings.&nbsp;&nbsp;Remember that HBX Group offer access to high-value customers more likely to purchase add-ons. We expand your hotel’s visibility among international travellers, who usually have a larger budget and seek to enjoy their holidays fully.&nbsp;&nbsp;&nbsp;Join our network of 60,000+ B2B travel distributors today. Register your property for free and boost your visibility and occupancy rates! Already part of HBX Group? Log in to continue leveraging our campaigns and maximising your revenue.&nbsp;Register your property

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Upselling Techniques for Hotels to Boost Revenue in 2026

2023 is proving to be a great year for tourism, with several travel trends coming to the forefront.&nbsp;&nbsp;In our recent posts, we recommended catering to solo female travellers, as well as incorporating AI tech in the travel sector. Now, it's time to focus on another major travel trend that has gained popularity over the past few years.&nbsp;Film tourism, also known as screen tourism or set-jetting, refers to the phenomenon of people choosing holiday destinations based on locations seen in films or TV shows.&nbsp;&nbsp;As a hotelier, it's essential to understand this increasing trend, considering the abundance of films and TV shows filmed and broadcasted every year.&nbsp;Learn more about film tourism, how it benefits the travel sector, the main destinations for tourists, and how you can make the most of it. Keep reading!&nbsp;A Major Trend: Understanding Film TourismWith countless destinations to choose from, it’s vital to make your property’s location stand out from the competition. One way to achieve this is to leverage it with the help of TV shows and films.&nbsp;TV shows and films can significantly raise the profile of the city or country where the story is set. This exposure can extend beyond the specific location, benefiting regions, hotels, theme parks, and other attractions associated with the show or film.&nbsp;&nbsp;Tourists often seek to identify with their idols, favourite scenes, or visit the exact spots where the cast filmed. Screen tourism offers a unique opportunity to experience the emotions and sensations lived while watching a film or TV show, making it a fantastic way to connect with the history and culture of a place, which is what happened with the popular TV show Outlander and Scotland.&nbsp;&nbsp;The rise of streaming platforms like Netflix, Amazon Prime, HBO and Disney+ has made audiovisual content even more widely available to a global audience, contributing to the popularity of screen tourism. Locations featured in films can motivate tourists to visit these spots, transforming them into popular destinations.&nbsp;Benefits of Film Tourism for HoteliersFilm tourism serves as a powerful destination marketing tool. Visual content plays a crucial role in increasing visibility in front of millions of potential travellers.&nbsp;&nbsp;The great amount of content available through streaming platforms has led to a significant increase in people visiting places they've previously seen on screen.&nbsp;As a hotelier, capitalising on film tourism is a good strategy to achieve:&nbsp;Increased occupancy: Hotels in areas featured in popular films or TV programmes receive a higher influx of visitors eager to stay close to filming locations.&nbsp;Higher room rates: The popularity of a location due to film tourism can justify an increase in room rates, especially during peak seasons or when film-related events take place, such as the Cannes Film Festival (France), or the Oscars (Los Angeles, USA).&nbsp;Repeat business: Enthusiastic fans often return for multiple visits, or even recommend the accommodation to fellow fans, creating a loyal customer base. &nbsp;&nbsp;Year-round interest: Screen&nbsp;tourism tends to be evergreen, attracting fans throughout the year and maintaining a consistent stream of guests, even during off-peak seasons.&nbsp;Increased revenue from ancillary services: Tourists engaged in film tourism often spend on additional services, such as guided tours, merchandise, and themed events. Hotels can tap into these revenue streams by offering tailored packages and experiences. At the same time, you can benefit from partnerships with local tour operators, film and production companies. This can also help expand the hotel’s visibility.&nbsp;&nbsp;Enhanced reputation and unique selling point (USP): A strong connection to screen tourism sets hotels apart from competitors and elevates their reputation when associated with popular films or TV shows. A hotel can end up being recognised as a unique destination, like what happened with The Stanley Hotel from The Shining. &nbsp;&nbsp;8 Films And TV Shows That Have Boosted TourismOverall, New Zealand, the US, the UK, Spain, France, India, Japan and Iceland are some of the most popular destinations for film tourism. Have a look at which films and TV shows have contributed to the growth of tourists.&nbsp;&nbsp;Game of Thrones &amp; House of the DragonBoth TV shows are great examples of significant contributions to tourism in recent years.&nbsp;Their influence was huge, and many places benefited from it. A clear example can be found in Dubrovnik (Croatia), which is the real-life location of King’s Landing, frequently seen in the show. Another good example can be sunny Spain, which hosted many sets, such as&nbsp;Girona (Catalonia) or San Juan de Gaztelugatxe (Basque Country).&nbsp;Iceland also received a great influx of visitors. For example, bookings to this country increased by 166% in 2019 when the last season premiered.&nbsp;Bridgerton &amp; Queen CharlotteAs one of the most successful Netflix productions, the Bridgerton series has significantly boosted tourism in the UK – mostly in Bath and London.&nbsp;The popularity of the show has been so great that even the Tourist Board of Great Britain has published a dedicated article on its website to promote the Bridgerton filming locations.&nbsp;&nbsp;The Lord of the Rings &amp; The HobbitThis is one of the best examples of screen tourism directly influencing a country’s tourism.&nbsp;Despite the first of the films being released more than two decades ago, New Zealand keeps attracting screen tourism, making this an ‘evergreen’ source of income for the country. As a curiosity, these tourists (known as&nbsp;‘Tolkien tourists’)&nbsp;have a long-term impact that brings millions of dollars to New Zealand’s economy each year.&nbsp;Harry Potter filmsThey're another great example of how a country can take the opportunity to capitalise on a film series.&nbsp;Not only have the locations increased their visitor numbers exponentially – Alnwick Castle,&nbsp;home to Hogwarts, receives more than 800,000 visitors every year –, but they have also inspired dedicated theme parks like the ‘Studio Tour London’.&nbsp;On average, the filming locations experienced a 50% growth in tourism after their release.&nbsp;&nbsp;BraveheartFinally, we have this clear example of film tourism impact, which took the&nbsp;Wallace Monument in Scotland&nbsp;from 80,000 visitors per year to 180,000 after the film’s release.&nbsp;&nbsp;Tips for Hoteliers to Capitalise on Screen Tourism&nbsp;Regardless of the size of your property, there are various ways to take advantage of the increasing screen tourism trend. It’s all about creativity and thinking about how you can make the most of it!&nbsp;Contact and collaborate with film productions: Keep track of upcoming film or TV show productions in your area by getting in touch with the local film commission.Film commissions are public organisations that promote a specific destination as a filming location for audiovisual productions and promote film tourism. Many cities – &nbsp;and countries – have theirs, and they highly contribute to pitch their locations to be part of a film or TV show.Try to collaborate with the production teams and offer your property as a potential filming location, or provide accommodation for crew members. If you get to do it, you’ll gain fame, and you can even turn your hotel into another touristic destination in the future.&nbsp;&nbsp;Contact Tourism Boards: Discover actions already implemented to promote film tourism in your area, and actively promote any filming locations near your property.&nbsp;For example, in Barcelona there’s the ‘Barcelona Movie Walks’ website with all the tours available related to famous films and TV shows filmed in the city.In Italy, many Tourism Boards promote screen tourism through their online channels, such as their blogs. You can reach them and ask to be mentioned in their articles.&nbsp;&nbsp;Leverage social media: Share content related to film tourism on your hotel's social media platforms, engaging with your followers and being part of the conversation.&nbsp;Include, for example, behind-the-scenes facts about productions filmed in your area. It’s essential to communicate it through your social channels, so that you let people know what happened here and increase their interest in visiting the place.&nbsp;&nbsp;&nbsp;Offer themed rooms and packages: If a well-known film or TV series was filmed near your property, consider offering themed rooms and packages inspired by the production. You can decorate the rooms with props or posters related to the productions.As for the packages, you can include guided tours to nearby filming locations. An example could be the Studio London Tour - The Making of Harry Potter.&nbsp;&nbsp;Offer Guided Tours: If your property is close to multiple filming locations, consider offering guided tours exclusively for your guests to enhance their screen tourism experience.&nbsp;Celebrate film festivals: Actively participate in film festivals hosted in your city and promote your hotel's association with the film industry. Offer special discounts or packages during these events to attract attendees. Organise private transport to the venue for your guests and enhance their stay.&nbsp;Certainly, as screen tourism continues to shape the new tourism industry, it's essential to stay updated on the latest trends and cater to the needs of today's travellers.&nbsp;If you're already part of our extensive B2B network, don't forget to log in and take advantage of our continuous campaigns to maximise your revenue.&nbsp;If you're not yet part of HBX Group, join the world's largest network of 60,000+ B2B travel distributors today. Register your property for free and boost your visibility and occupancy rate!Register your property

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Film Tourism as a Destination Marketing Tool: Tips for Your Hotel

Today, more and more travellers are consciously choosing their hotels and accommodation based on their green and social commitments.&nbsp;&nbsp;As explained in our Travel Trends Guide for 2025, sustainable travel is a major area of focus for our industry, and for HBX Group, impacting directly on our daily operations and how we generate tourism.&nbsp;&nbsp;The process of becoming an eco-friendly hotel is easier than you might think at first glance. Check out our guide to hotel sustainability and our 6 tips to avoid using single-use plastics in hotels.&nbsp;&nbsp;In addition, it's important to let potential guests know that you support these initiatives, and a certification is one of the best ways to do so.&nbsp;&nbsp;Throughout this article, we’ll provide you with relevant information about getting certified with two of the major certifications for hotels. We’ll also explain how to leverage HBX Group's benefits by becoming a sustainable partner. Keep reading!&nbsp;How HBX Group helps with ESG strategyHBX Group takes its Environmental, Social, and Governance (ESG) responsibilities seriously. We’re committed to ensuring our planet's sustainability. As a result, we have established 10 core commitments related to the Sustainable Development Goals, including:&nbsp;&nbsp;We continue to promote sustainable and conscious travel to minimise environmental impact and improve the community with our technological capabilities.&nbsp;&nbsp;We highlight to our partners and stakeholders the benefits of introducing sustainable practices into their business models and complying with regulations, legal requirements and qualifying for certifications that make a difference.&nbsp;&nbsp;We work to enhance visibility and promote sustainable products, services, and destinations through the creation of sustainability performance levels.&nbsp;What’s the Sustainable Hotels Programme?As part of our ESG efforts, we highlight the Sustainable Hotels Programme, formerly known as the Green Hotel Programme. What is the purpose of this initiative?&nbsp;&nbsp;In recent studies, the World Travel &amp; Tourism Council (WTTC) observed that 74% of travellers want hotels to provide more sustainable choices. 65% of respondents said that they would feel better about paying for accommodation with a sustainable certification or label.&nbsp;&nbsp;Since hoteliers are key players in the tourism industry – one of the sectors with the most impact on the environment, society and economy – it’s essential to consider implementing a sustainable perspective in the properties.&nbsp;&nbsp;Therefore, the Sustainable Hotels Programme was created to encourage properties regardless of their size to become a force for good, and help them to communicate their sustainable practices.&nbsp;&nbsp;Hotels participating in the programme benefit from more visibility in our system. If you’re a member of the programme, you'll appear in the booking engine under the filter 'Sustainable Hotels'.&nbsp;We'll also include your property in sustainability-focused marketing actions, promoting it across channels such as email communications, banners, and landing pages on Bedsonline and Hotelbeds' booking engines.&nbsp;&nbsp;Also, we run campaigns aimed at increasing awareness of the use of single-use plastic, and other eco-friendly and social initiatives. Last year's campaign with Accor increased the number of properties free of single-use plastic from 500 to 5,000. Stay tuned in the coming months as we'll be launching a new series of campaigns.&nbsp;As a group, HBX Group has observed a growing interest and bookings from hotels that adopt sustainable practices. Currently, we have 40,000+ properties certified as sustainable in our portfolio - between 2022 and 2023, we reported an 30% increase in bookings for sustainable hotels within 12 months. Additionally, our Sustainable Hotels landing page has been the most viewed this year so far, proving again the growing interest in this category of properties and the changing traveller's intent.&nbsp;One effective way to communicate your sustainable initiatives to the world and access our Sustainable Hotels Programme is to become certified with eco certifications. At HBX Group, we suggest two in particular. Read on to learn about some of the best certifications in the industry and how to obtain them.Your Guide to Hotel CertificationWTTC Hotel Sustainability BasicsThe first certificate we encourage you to get is Hotel Sustainability Basics by the WTTC. This is the global authority on travel and tourism's economic and social contribution, working with governments and international institutions.&nbsp;In four simple steps, you can get this certification regardless of the size of your property.&nbsp;&nbsp;Fill in the registration form to receive the toolkit with all the information about joining the programme. Visit wttc.org to do so.&nbsp;You’ll receive confirmation from WTTC, explaining the verification partners available in your region. After choosing one, WTTC will tell you how to verify the certification criteria you must follow.&nbsp;&nbsp;Next step will be to implement the 12 basics of sustainability defined by WTTC over the next three years. These basics include Measure &amp; Reduce Energy Use, Measure &amp; Reduce Water List, No SUP water bottles, Bulk amenity dispensers or Community Benefit, among others.&nbsp;&nbsp;Once the criteria have been completed, you’ll need to send evidence to your verification partner. Once verified, you'll get a badge showing that your property complies with the Basic Hotel Sustainability standard.&nbsp;GSTC Industry CriteriaThe second certification we recommend you get is provided by the Global Sustainable Tourism Council (GSTC). This organisation establishes and manages global standards for sustainable travel and tourism, known as the GSTC Criteria. They are arranged on four pillars: (A) Sustainable management; (B) Socioeconomic impacts; (C) Cultural impacts; and (D) Environmental impacts.&nbsp;&nbsp;These criteria are used by businesses of all sizes to become more sustainable and as a basis for certification. To measure compliance with GSTC Criteria, some performance indicators are available.Businesses certified by a GSTC-Accredited Certification Body, meeting all the GSTC Criteria, have a high level of assurance and credibility. Being certified by an Accredited Certification Body means that your property complies with the highest social and environmental standards on the market.&nbsp;&nbsp;This is how GSTC certification works:&nbsp;&nbsp;Choose a Certification Body (organisations that have been accredited based on the quality of their certification process) from this list. Some of these GSTC Accredited Certification Bodies include Bureau Veritas, Control Union and RoyalCert.&nbsp;&nbsp;After working with a Certification Body towards achieving full GSTC requirements compliance, your operation will receive its Certification from an Accredited Certification Body.&nbsp;Introducing Our Sustainability HubAside from these certifications, we also strive to provide you with the tools to become more sustainable and implement initiatives that will benefit you.&nbsp;&nbsp;As part of our ESG strategy, we’re proud to host the Sustainability Hub, an online site aiming to collaborate with stakeholders to improve sustainability, generate networking and share ESG projects and actions. We’ll support small and medium hotels and clients on their sustainability journey.&nbsp;&nbsp;In this hub, you’ll find relevant content on sustainability and hotels, as well as sustainability mentoring programmes to help you obtain these certifications (WTTC &amp; GSTC). Some of the areas we’ll cover include:&nbsp;&nbsp;Mentoring on how to start with Basic from WTTC and expand with GSTC standards at different levels.&nbsp;&nbsp;Support with activities to share best practices, webinars, mentoring programmes, etc.&nbsp;&nbsp;Launch specific campaigns on topics like plastic-free, waste, energy, universal accessibility, among others.&nbsp;&nbsp;ESG advice for customers and suppliers.&nbsp;We hope that this article will encourage you to go further in your efforts to make your property more environmentally friendly.&nbsp;Haven’t joined HBX Group yet? Start benefiting from a wide range of products and services at your disposal, as well as from 60,000+ travel distributors ready to book your rooms.&nbsp;Register your property

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How to Obtain Your Hotel Sustainability Certification: A Guide for Hoteliers

With recently felt global inflation and looming climate worries, plus increasing competition in the travel sector, these are rapidly changing times for hoteliers. However, the sustainable tourism movement may offer something of an antidote to these unprecedented challenges.This article details the current sustainable travel landscape and ways you can maximise sustainable travel opportunities for your hotel business in 2026.&nbsp;&nbsp;Environmental, social, and governance initiatives will increase your revenue&nbsp;According to a recent report by HotelTechReport, hotels worldwide are beginning to recognize the importance of environmental, social, and governance (ESG) priorities, for investors, stakeholders, staff, and guests alike. These ESG initiatives take into account:&nbsp;&nbsp;Environmental considerations such as conservation of water, whether energy is being used efficiency, and reduction of waste&nbsp;Social considerations such as fair pay and labour conditions, diversity and inclusion policies, and investment in local businesses and communities&nbsp;&nbsp;Governance includes track record of board members, ethical business practices, and compliance with laws/regulations&nbsp;Are you implementing ESG initiatives in your hotel business? Not only will these actions protect the planet, but a sustainability strategy will increase your revenue, as using and managing resources more effectively will result in cost savings. Additionally, if you can market your sustainability initiatives effectively, you will stand out from the competition and attract a wider range of traveller segments.&nbsp;&nbsp;As a member of the Global Sustainable Tourism Council, the global authority in sustainable tourism and travel, HBX Group are committed to supporting travel trade client partners to maximise opportunities in this growing market. Our own ESG commitments include our Plastic Free Hotel scheme, where qualifying hotels can be seen by thousands of potential travel buyers, with more than 38,000 properties already taking advantage of our offerings.We’ve also made the Climate Change Pledge and achieved Carbon Neutral status for three years running. Read more about our ESG initiatives in here.&nbsp;The demand for sustainable properties is growing exponentially&nbsp;HBX Group has seen a 30% growth in travellers booking eco-friendly hotels through our Green Hotels programme over the past year. With the rising awareness of the environmental impacts of travel, known as ‘eco-guilt’, it is clear that more travellers are becoming concerned about the negative impact of their trip and are looking to mitigate this through sustainable travel; in fact, 85.6% of travellers are willing to pay more for a hotel with sustainable credentials (Operto).&nbsp;&nbsp;With the ground-breaking development of carbon positive hotels around the world, like Norway’s Six Senses Svart, it is clear that the demand for eco-conscious travel is certainly not going anywhere and investors are seeing the endless potential of the sustainable travel movement. This innovative project sees an entirely self-sustaining hotel which is off-grid and carbon neutral developed in conjunction with the natural environment and constructed with minimal disruption to the surrounding land and sea. More than just a hotel, Six Senses Svart combines environment, sustainability, technology, wellness, and mindfulness.&nbsp;&nbsp;As a hotelier, it is essential to ensure that you are catering to this growing demand for sustainable properties, both in the short- and long-term. Whether you have the resources to build the next Six Senses Svart, or are simply making switches like plastic-free toiletries, you can take advantage of the growing demand for sustainable hotels across traveller segments globally. &nbsp;&nbsp;53% of travellers want to travel more sustainably, but not enough hotels are marketing their offerings&nbsp;Whether it’s individual boutiques or large chains, more hotels are making sustainable choices, which is vital in the current economic and environmental climate.&nbsp;By listing your ESG initiatives on search engines and focusing your marketing efforts, whether it’s zero plastic, green energy, supporting local businesses, or simply providing recycling bins, you can attract more traveller segments who are primed to pay more. There is significant opportunity here since, according to a report by Booking.com, only one third of sustainable hotels are actively communicating their sustainability efforts.&nbsp;&nbsp;Attribute-based selling is an effective way to ensure sustainability-minded guests can find your business during their research. If your hotel has any eco-credentials, you can benefit from ‘green filters’ on search sites; travellers are increasingly searching for ‘eco’ hotels as part of their research, so ensuring your hotel is listed in the optimal way is guaranteed to increase your hotel’s occupancy.&nbsp;&nbsp;Think you qualify or want to learn more? See how other hotels across the globe are benefiting from our Green Hotels Programme and get seen by thousands of travel sellers here.&nbsp;Beat plastic pollutionThis year’s theme for World Environment Day, Beat Plastic Pollution, draws attention to one of the most significant environmental challenges of our time.Thankfully, travellers are increasingly looking for plastic-free offerings; in fact, HBX Group has seen an 84% increase in our plastic-free hotel portfolio, with 30% more customers seeking both an eco-friendly and plastic-free hotel in the past year.If you have a plastic-free hotel, this is a crucial opportunity to clearly gain visibility and increase your occupancy.&nbsp;Take advantage of rising interest in regenerative travel through high-margin ancillariesSome travellers are looking to create a net positive impact from their trip, known as regenerative travel. Could you leverage this upcoming trend and connect with any local businesses or charities to offer regenerative ancillaries? Or perhaps you could invest a portion of each booking into a local community group or environmental project.&nbsp;&nbsp;HBX Group offers hoteliers access to a network of over 60,000 hard-to-access B2B travel buyers such as tour operators, retail travel agents, airline websites, and loyalty schemes in over 190 source markets worldwide. These channels provide hotel partners with returning guests that book further in advance, cancel less, spend more in-destination and stay longer.Qualifying hotels can benefit from exposure to more than 60,000 client partners of HBX Group and Bedsonline – including travel agents, tour operators, airlines, and points redemption schemes – via a green filter that includes details of certifications and offer tags.The pivotal role hoteliers play in sustainable travelAs demand for sustainable travel continues to increase, hotels who are willing to adapt and pivot will certainly succeed. Environmentalism is not a passing trend, so ensure your travel business is primed to help sustainable travellers invest in your offerings and protect the planet for years to come.&nbsp;HBX Group: making travel a force for goodHere at HBX Group, we have already helped thousands of hoteliers increase their hotel’s occupancy. Whether you’re an individual hotel, chain, or cluster, we can help your sustainable hotel business thrive.&nbsp;Register your property

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World Environment Day - The Importance of Going Green For Hoteliers

It seems everyone we know is busy, busy, busy, — 80% of employed Americans reported they ‘never had enough time’— and travellers are increasingly looking for the opposite. &nbsp;&nbsp;Wellness tourism, travel that supports a person's well-being or feeling of contentment, has gained popularity in the early aughts and has steadily increased, outperforming the overall tourism industry for over a decade, according to the non-profit Global Wellness Institute. Like many tourism sectors in the COVID-19 pandemic aftermath, wellness tourism is soaring.&nbsp;Some 819.4 billion wellness domestic and international trips were taken in 2022, representing 7.8% of all tourism trips that year. Wellness trips are projected to rise to 8.3% by 2027.&nbsp;Hoteliers can capitalise on this newer, lucrative tourism by adding wellness offerings. Gen-Z, born between 1997 and 2012, are already frequent travellers and emerging as some of the most eager to travel post-pandemic. This group prioritises mental health and often looks for relaxing experiences when travelling.&nbsp;In this article, we deep dive into this increasing travel trend and provide several tips to leverage it in your property beyond ‘just’ having a spa. &nbsp;&nbsp;&nbsp;Why hoteliers need wellness tourism&nbsp;Wellness tourism is high-yield tourism, as wellness travellers spend more money than the average tourist, 75% more than the typical domestic tourist and 41% more than the typical international tourist. Hoteliers investing in wellness are almost guaranteed to get a return on their investment, as the wellness market is forecast to jump to $1.4 trillion by 2027.&nbsp;It's not too late to get a foothold in the wellness tourism sector. Take a giant leap forward by joining the HBX Group portfolio, where hoteliers can reach 66,000+ travel distributors who are searching for wellness experiences for their high-value clients.&nbsp;&nbsp;If you're already a member, log in to the Partner Extranet to update your property info and wellness offerings, upload new photos, adjust rates, and more.&nbsp;Examples of wellness tourism&nbsp;Wellness travel extends beyond the spa and gym. It touches nearly every aspect of the traveller's trip, from healthy food and drinks to experiential experiences to the best hotel amenities that promote self-care.&nbsp;Hoteliers can easily incorporate some or all of these ideas:Using bedding that promotes more restful sleep, including breathable fabrics like cotton and linen, and weighted blankets.&nbsp;Providing turndown amenities that promote sleep like herbal teas, melatonin tablets, meditation apps, and books.&nbsp;Hosting live and on-demand fitness classes. Offering referrals to area gyms, boot camps, and personal training and creating walking, hiking, and biking trails on and off property.&nbsp;Adding organic drinks and meals made with local ingredients to your restaurant, bar, and grab-and-go menus.&nbsp;Offering airport transfers in vehicles that are low or zero-emission.&nbsp;Stocking your gift shop with organic sundries and wellness products that support healthy travel and lifestyles.&nbsp;Offering activities like guided meditation, stretch &amp; release classes, and foraging with the hotel chef.&nbsp;&nbsp;Spa wellness travelSpa travel has long been a form of luxury travel, but it's growing with travellers making it their primary or secondary focus. The global spa market was valued at $87.63 billion in 2023 and it's projected to grow to $375.54 billion by 2032. &nbsp;&nbsp;Spa therapies can help align the body, mind, and spirit through a variety of treatments and experiences, including massage, aromatherapy, cryotherapy, hydrotherapy, saunas, facials, manicures, pedicures, body wraps, and scrubs. &nbsp;&nbsp;Enhance your property's existing spa services with soothing lighting, eco-friendly and sustainable decor, and the latest spa treatments. Properties without a spa can partner with local spas to offer in-room and pool-side treatments.&nbsp;Sleep tourismSleep tourism is a post-pandemic travel trend that is on the rise. Hoteliers are creating soundproof sleep suites where the main attraction is sleep. These sanctuaries include amenities like AI-powered beds that adjust to sleepers' needs, luxury bedding that promotes cool and comfortable sleep, and amenities that promote restorative sleep like deep soaking tubs, aromatherapy diffusers, blackout curtains, pillow menus, and sleep masks. &nbsp;Don't sleep on this wellness travel trend, which is expected to grow by nearly 8% to more than $400 billion between 2023 and 2028.&nbsp;Healthy experiencesHelp travellers who already lead healthy lifestyles by offering healthy amenities. From well-stocked fitness centres to group and on-demand classes to hot tubs, steam rooms, plunge pools, and infrared saunas, there are many options for properties of all sizes. &nbsp;Additional options include in-room workout kits with access to fitness apps, partnering with local businesses to offer boot camps, personal training, and group fun runs, and providing outdoor spaces for walking, relaxing, and dining.Experiential wellnessA segment of experiential travel, travel fuelled by a desire for connection through sustainable tourism that supports local communities, experiential wellness is attractive. &nbsp;From private tours of local natural wonders to classes with local artisans to create candles and bath products to one-of-a-kind volunteerism experiences, experiential travel taps into a desire for bespoke experiences and lifelong learning.&nbsp;Solo travel wellness retreatSolo travel is exploding, particularly among female travellers. Some 76% of Millennials and Gen-Z are planning to take a solo trip this year, and 60% of all travellers are planning two or more solo trips. More than half of these trips are centred around self-love and treating oneself. &nbsp;These trips offer the opportunity to focus on emotional, mental, physical and, sometimes, spiritual, well-being without the distraction of other travel companions. Leverage solo travel's popularity by creating personalised trip itineraries that include customisable meal plans, fitness regiments, and activities.&nbsp;Family wellness retreatIncreasingly, families are focusing on strengthening bonds through wellness retreats that promote shared adventures. &nbsp;Whether enjoying activities together like ropes courses, cooking classes, and hikes or separately via kids' clubs, children's mindfulness, bubble-blowing breathwork, and soap making classes, and activities like journaling and stargazing, leverage family retreats.&nbsp;Yoga retreatsYoga retreats offer opportunities for first-timer yogis to advanced yoga practitioners to relax and find balance. &nbsp;These retreats are often offered in tandem with meditation, sound bath, and energy healing sessions, fitness classes, workshops on wellness-related topics like nutrition and stress reduction, breathwork sessions, detox programmes, healthy cooking classes, and on-property dining options that focus on farm-to-table, organic, and/or locally-sourced artisanal meals.&nbsp;&nbsp;Corporate wellness retreatsWith many people still working remote or hybrid, companies are prioritising corporate retreats. Some 79% of companies allocate a specific budget for getting their teams together. &nbsp;Even if your property isn't part of a large conference centre, you can support corporate travel by partnering with local businesses to create team building activities, entertainment, and outdoor recreation.Don't let another minute pass without joining the wellness revolution. &nbsp;Haven’t joined HBX Group yet? You’re just a few clicks away to start benefiting from our wide range of products and services for hoteliers.&nbsp;&nbsp;Register your property

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