FILTER BY TAGS

Hoteliers

Other partnerships

Tour Operators

Travel Agents

SCOTT_2200x500.jpg

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;

leadership01_2200x500.jpg

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;

CHRISTO_2200x500.jpg

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;&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 beds&nbsp;Food 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 these comprehensive articles on film tourism and sporting events tourism, there are plenty of appealing activities and proposals for your guests.&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

1920x230_upselling-shutterstock_1430294444.jpg

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

1387x400.jpg

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!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.com and hotelbeds.com.&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.&nbsp;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. All of these criteria can be found here.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

sustainability-certifications-hbx-group.jpg

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;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 our report 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. Learn more here.&nbsp;&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.&nbsp;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;&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. Register your property&nbsp;here.&nbsp;&nbsp;Here 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. Log in to your account&nbsp;here.&nbsp;Register your property

01_Web_Header_master_1387x400.jpg

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 for 2024 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;&nbsp;Give your property a check-up by logging in to the Partner Extranet to share property photos and wellness offerings. &nbsp;&nbsp;Haven’t joined HBX Group yet? Register your property today for free. You’re just a few clicks away to start benefiting from our wide range of products and services for hoteliers.&nbsp;Register your property

wellness_Web_Header_1387x400__.jpg

Welcome Wellness Travellers at Your Hotel: Practical Tips & Examples 

Classic city sightseeing tours might be excellent ways to orient visitors to your city during a routine flop and drop getaway, but an increasing number of travellers are seeking more during their stays. Travellers crave connection and understanding, which is fuelling the fast-growing experiential tourism sector.&nbsp;And what's experiential travel? This is an increasingly popular way of travelling in which travellers desire a bespoke, customisable, and personalised trip. The goal is to create a deeper connection between travellers and locals and greater understanding of the local culture.&nbsp;From adventurous activities to cooking classes to attending local events, here are seven simple and inexpensive ways hoteliers can adapt their offerings to capitalise on the experiential travel trend.&nbsp;&nbsp;Good Examples of Experiential TourismGap year and college students have long been engaged in experiential travel through study abroad programmes, cultural exchanges and homestays, and language immersion programmes. However, families, middle-age travellers, and retirees are increasingly demanding experiential travel that promotes learning and self-discovery.&nbsp;&nbsp;Leverage your location, property, and resources to efficiently and effectively deliver experiential trips of a lifetime. It's important that these initiatives are genuine, creative, sustainable, and supportive to your community. Get inspired by these seven examples of experience tourism sure to impress even the most seasoned travellers.&nbsp;Luxury experience travelThe key to creating captivating experiential travel experiences is authenticity. Luxury is not just about price point; it's a mindset. Offering exclusive, limited, one-of-a-kind experiences is the key to attracting the attention of luxury travellers.&nbsp;&nbsp;Many luxury travellers like to revisit their favourite cities and surrounding areas to indulge in more cultural experiences. Whether it's guests' first or fifth trip to your city, here's how you can cater to the luxury experience travel trend:&nbsp;Arrange private dining experiences with local chefs on-site.&nbsp;Arrange private spirits and wine tasting experiences with local mixologists and sommeliers.&nbsp;Create bespoke daily itineraries catered to guests' preferences, including dining, entertainment, shopping, sightseeing, and spa.&nbsp;Host one-on-one or small group cultural classes with local artisans on-site.&nbsp;Offer private tours with local experts, instructors, and university professors to points of interest.&nbsp;Work with local businesses, museums, and others to create one-of-a-kind opportunities for guests to explore these places just like a local, museum curator, or expert.&nbsp;Interested in more ideas to cater to luxury travellers? Get some inspiration in our article on best hotel amenities. &nbsp;&nbsp;With HBX Group, you get the chance to access hard-to-reach and valuable segments like luxury travellers easily. Register your property here and start your journey with us!&nbsp;Already joined HBX Group? Then log in to our Partner Portal instead.&nbsp;Culinary experience travelSure, visitors can check off Michelin-starred restaurants and try snacks from famous street vendors, but culinary experiential travel is all about learning, seeing, and doing. Instead of just eating a menu of local signature dishes, travellers also want to hear about the origins and significance of these foods, learn how to make them, interact with the purveyors, and sample these local delicacies.&nbsp;Culinary experiences you can incorporate at your property include:&nbsp;Arrange guided visits to local markets.&nbsp;Arrange visits to local farms, distilleries, and vineyards.&nbsp;Host cooking classes with local chefs on-site.&nbsp;Host mixology classes with local bartenders on-site.&nbsp;Include local treats for welcome refreshments and nightly turndown service.&nbsp;Lead foraging adventures on-site or off-site and produce picking at local farms.&nbsp;Localise bar and restaurant menus.&nbsp;Offer picnic baskets and snack boxes with local eats and treats.&nbsp;Cultural experience travelNobody knows a location better than the locals, and, for many travellers, it's simple to identify the places of significance by consulting a guidebook or having a chat with your concierge. Cultural experiential travel takes cultural experience travel further, informing beyond surface level and photo ops.&nbsp;&nbsp;Collaborating beyond your property with destination management companies, experiential travel companies, local artisans, and organisations is essential for curating compelling cultural experience travel.&nbsp;&nbsp;Examples of cultural experience travel include:&nbsp;Arrange guided tours of artists' studios and villages and strolls through handicraft markets.&nbsp;Arrange visits to indigenous communities.&nbsp;Host cultural classes (e.g. cooking, dance, language and customs, martial arts, and music) on-site or off-site.&nbsp;Host hands-on art classes (e.g. glassblowing, painting, pottery) on-site or locally.&nbsp;Host performances by local dancers, musicians, and singers on-site.&nbsp;Organise tours led by local experts to off-the-beaten path points of interest, restaurants, and shops.&nbsp;Organise 'behind the scenes'&nbsp;and after-hour private tours of top sightseeing destinations.Music tourism travelSometimes, it's the event and not the destination that motivates travel. Music lovers willing to travel far and wide to see their favourite bands and musicians can be music to your ears and bottom line. Check to see which music festivals, concerts, and performances are happening this year and plan promotions that target fans.&nbsp;Maximise music travel:&nbsp;Create music-related packages, including bundling brunch or dinner, post-concert midnight snacks, and/or room decor with the room rate.&nbsp;Host music classes, jam sessions, and dance parties on-site.&nbsp;Offer special/lower rates on the very best rooms around the time of a concert to encourage upselling.&nbsp;Offer incentives and promotions for multi-day stays. Rather than offering a one-night deal on the day of the performance, consider offering two-, three-, or four-night deals that allow ticket holders to arrive the day before the concert and take an extra day to explore your city.&nbsp;Offer staycation packages for local ticket holders that include transportation to and from the performance venue.&nbsp;Partner with performance producers to create one-of-a-kind experiences available to hotel guests only. These fan-favourite experiences could include performer meet-and-greets, VIP lounges, and souvenir bags with exclusive merchandise.&nbsp;Partner with tourism groups to arrange tours of local musical locations of significance like museums, performance halls, and famous musical venues.&nbsp;Adventure experience travelMany travellers now want to take the road less travelled, fuelling adventure experiential travel. Indulge their desires:&nbsp;Create personalised itineraries that incorporate physical activities like cycling, safaris, hiking, photography, and wellness-focused activities.&nbsp;Incorporate local cuisines and beverages on menus.&nbsp;Host classes and lectures on local customs and traditions.&nbsp;Host cultural exchanges and opportunities to explore the city with locals.&nbsp;Offer excursions to lesser-known destinations.Volunteer experience travelTravelling can be life changing for travellers and impactful on the communities they visited. One of the most powerful ways to learn about a place is for visitors to share their time and talent with the local community.&nbsp;&nbsp;Create connections between your guests and your community with volunteer opportunities that can last from a few hours to a day or more. From beach clean-ups to home building to tutoring, you can facilitate a positive impact one guest at a time.&nbsp;Educational experience travel supports that belief that we’re all lifelong learners. Creating opportunities for your guests to partake in unique activities, learn new skills, or try new things helps them on their journey of self-discovery and exploration.&nbsp;&nbsp;Finding ways to incorporate local arts and crafts, culinary, dance, fitness, language, and music classes on-site is an easy way to elevate each guest's stay, localise your offerings, and encourage return stays.&nbsp;&nbsp;Another relevant travel experience that is becoming more popular is film tourism. Learn more about this travel trend and how to capitalise on screen tourism as a Destination Marketing tool.&nbsp;Which of these experiential travel trends could you focus on?Start with micro goals to inspire your team to drive occupancy, upselling, and revenue. Pick one experiential travel trend and see it through from conception to execution this year.&nbsp;&nbsp;HBX Group can help you gain exposure to travel distributors and attract high-value clients. Among many other benefits, you will:&nbsp;&nbsp;Access to the travel ecosystem, putting your property in front of 60,000+ distributors, including travel agents, airlines, tour operators, and more.&nbsp;Be included in relevant, timely campaigns throughout the year.&nbsp;Access to the Partner Portal to conveniently manage inventory, upload new photos, add or remove room types, adjust rates, and manage availability calendar.&nbsp;You’re just a few clicks away to start benefiting from this wide range of advantages. Register your property here today!&nbsp;&nbsp;Have you already joined HBX Group? In this case, log in to the Partner Portal and ensure your property details and rates are up-to-date to welcome more travellers seeking new experiences.&nbsp;&nbsp;Register your property

HB-website-experi-header-1387x400-NEW.jpg

Experiential Travel: 7 Ways Hotels Can Capitalise on This Trend

The web is full of interesting resources for hotel management, but navigating through the technicalities, and the specific language of the hotel industry can be tricky!&nbsp;With the goal to make life easier for every hotelier, we have decided to compile this list to give some guidance and facilitate the understanding of the key hotel terminology every professional in the business must know.&nbsp;Also, you'll find our free and visual glossary available at the bottom of this article. Get your copy now and share it with your staff!&nbsp;&nbsp;Average Daily Rate (ADR)Average Daily Rate (or ADR) is the average income generated by each booked room, on a daily basis.It’s an important performance metric for hotels, providing insights on the income generated, on average, by rooms booked.&nbsp;How to calculate ADR in hotel industry:&nbsp;Total amount of revenue generated by bookings / Total amount of rooms booked&nbsp;Example: If&nbsp;you have 90 rooms booked for a night,&nbsp;and each room's price is $100, then the income generated for that night will be $9,000 and the&nbsp;ADR will be = $100&nbsp;Average Length of Stay (ALOS)The Average Length of Stay (or ALOS) indicates how many days, on average, customers will stay in a hotel for a given period of time.B2B Hotel DistributionThe B2B Hotel Distribution allows travel providers to search and book inventory effortlessly, without establishing a pre-existing relationship with the hotel. Hotel rooms, services, and products are distributed to companies, not to the end consumer. HBX Group is a clear example of a key player within B2B Hotel Distribution, as we distribute directly to travel agencies and other wholesalers in the travel industry.&nbsp;BedbankA bedbank is the prime B2B wholesaler available to hoteliers. Bedbanks provide hotels easy access to hard-to-reach B2B distributors globally including retail travel agents, tour operators, airlines and affiliate programs. For hotel suppliers, such channels offer an opportunity to diversify their distribution strategy, reduce dependence on large OTAs and drive incremental growth.&nbsp;Best Available Rate (BAR)BAR is a pricing mechanism used in the hotel industry that offers the best rate for room bookings during a specific time period.&nbsp;BleisureBleisure is a term formed by merging the words ‘business’ and ‘leisure’. The term describes a recent travel trend in which a customer extends his business trip to enjoy a leisure stay and activities at the same location.&nbsp;Booking PaceThe booking pace, alternatively known as ‘pick-up pace’, it’s a metric that shows what’s the speed at which bookings are made for a specific date or period. Normally, it’s represented by an upward curve.&nbsp;Cancellation RateIt’s the ratio of cancelled reservations on total bookings for a given period.&nbsp;How to calculate it:&nbsp;(Number of cancelled bookings / Total number of bookings) x 100Shall not be confused with the ‘Cancellation fee’ - the pre-defined amount a hotel can retain in case of cancellations.&nbsp;Channel ManagerThe channel manager serves as a digital control panel that allows hoteliers to easily manage multiple sales channels. One of its main features is that synchronises your inventory and rates across all connected channels.&nbsp;By working with a channel manager, you avoid overbookings and rates disparity across all distribution channels. This system integrates seamlessly with your existing tech stack — for instance, HBX Group is 100% compatible with most channel manager options as we’ve agreements with 200+ of the most popular channel managers.&nbsp;&nbsp;Competitive Set, or COMP-SETThe term competitive set, or simply comp-set, refers to a group of hotels or hotel chains that can be seen as direct competitors of a specific hotel. In the hotel industry, the comp-set is often used by revenue managers to benchmark and compare a hotel’s rate against their competition.&nbsp;Cross-sellingCross-selling is the process of selling supplementary, ancillary services and products along with a hotel booking or reservation. Cross-selling techniques aim to increase the revenues by adding to the initial service with extra or complementary services (for example, a spa treatment or a car-rental service).&nbsp;Direct ChannelIn direct channel distribution (often referred to as dotcom or brand.com), bookings are made directly via the hotel’s own website, point-of-sale system, mobile app or affiliate websites. One of its main advantages is that there are no intermediaries between the hotelier and the guests, therefore no commissions to reduce profits. However, generating traffic to a hotel website can incur significant costs, which can diminish overall profits.&nbsp;Drive-in MarketThe term ‘drive-in market’ refers to the group of customers that are located within driving distance to your hotel. Usually, it includes those source markets that are considered domestic or local and neighbouring countries.&nbsp;Fly-in MarketFly-in market defines the customer base that requires a flight to reach the destination of your hotel. Usually, it includes those source markets that are considered international, non-domestic or long-haul.&nbsp;Force MajeureForce majeure is a contractual term that defines unforeseeable events preventing one of the parties to fulfil the terms of a contract.&nbsp;In other words: an unavoidable circumstance beyond the control of both parties of a contract, that frees one or both from liabilities and obligations.&nbsp;ForecastingForecasting is the process of gathering and analysing data that leads to making predictions about future events. It’s a crucial element of any revenue strategy in order to make decisions regarding pricing, and distribution, based on anticipated demand and performance.&nbsp;GOP - Gross Operating ProfitIt’s a Key Performance Indicator (KPI) extremely useful to measure the operational profitability of a hotel.&nbsp;&nbsp;How to calculate it: Gross Operating Profit = Total amount of profits - Total of related operating expenses&nbsp;Hotel ExtranetA hotel extranet is a controlled-access web platform provided by a distribution channel (Bedbank or OTA) which allows the hotelier to list its inventory and manage the property data such as availability, rates, images, descriptions, and special offers. For example, HBX Group’s Partner Portal is one of the most powerful extranets in the industry, allowing hoteliers to manage inventory, availability, rates, check invoices, sign up for webinars, among others.&nbsp;Hotel Market SegmentsMarket segments are groups of consumers that share common character traits. In the hotel industry, each segment can be defined by specific behaviours related habits (for example length of stay, cancellation rate, booking lead time) in order to facilitate the process of targeting your audience.&nbsp;Lead timeLead time is the time between a customer’s reservation or booking, and the actual check-in date.&nbsp;&nbsp;Long-haul markets or travellersThis term refers to travellers coming from overseas or distant markets. Travellers in this category usually book further in advance and allocate more resources to their time at the destination. They usually stay for a longer period of time and cancel less frequently. Therefore, it's important that hoteliers invest time and effort in enhancing their hotel reach to long-haul travellers. Here you can find some advice on how to tap into this segment.&nbsp;&nbsp;MetasearchMetasearch engines are websites or platforms that allow travellers to compare accommodation rates, flights, etc., across different sources, such as OTAs and airlines' websites.&nbsp;Net RateFrom the hotel perspective, to distribute net rates means that the hotel knows how much they will receive (net rate) but the decision on the mark-up and end price is on the third-party distributor. This end price may be contractually agreed between the parties. This rate distribution model is called ‘Merchant model’ and is the most common way to distribute via wholesalers.&nbsp;Non-Refundable Rate - NRFNon-Refundable Rate, or simply NRF, refers to hotel rates that don’t guarantee a refund in case of cancellations. These are commonly the lowest rates or promotions offered by a hotel across its distribution channels.&nbsp;Occupancy RateThe occupancy rate (or OCC) is the percentage of booked rooms on the total amount of available rooms. It’s one of the most important metrics to measure a hotel’s success, as it provides useful insights to forecast revenues and cash flow.&nbsp;How to calculate it:&nbsp;(Total number of booked rooms / Total amount of available rooms) x 100&nbsp;Example: In a hotel with 100 rooms, 80 of which are booked, the occupancy Rate is = 80%&nbsp;Online Travel Agency (OTA)Online Travel Agencies (or OTA) are online companies functioning as an intermediary between consumers and travel service providers through online portals or websites.&nbsp;Revenue ManagementRevenue Management is a process that starts with data analysis and helps to predict guest’s preferences and behaviour, to optimise your pricing and distribution strategy in order to boost revenues and profits.&nbsp;Revenue per Available Room (RevPAR)What's 'revPAR' meaning? RevPAR is a classic key performance indicator in our industry that measures the performances of a hotel within a specific period.&nbsp;How to calculate it:&nbsp;Average Daily Rate (ADR) x Occupancy RateExample: If your hotel is booked at 90% with an ADR of $100, your RevPAR will be = $90&nbsp;Income generated by bookings on a specific period / Available rooms in the same specific periodExample: In a night when 90 rooms are booked at the price of $100 each, the income generated for that night will be $9,000. If this hotel has a total of 100 rooms, the RevPAR will be 9000/100= $90&nbsp;Source Market&nbsp;Source market refers to the country or continent of origin of the guests of a hotel, or destination. Also known as feeder markets or countries. For example, at HBX Group, you have the opportunity to attract travellers from 180+ source markets.&nbsp;&nbsp;StaycationStaycation is a term formed by merging the word ‘stay’ and ‘vacation’. Staycation refers to a type of holiday in which travellers will spend their holiday in their own town, region or country rather than abroad.&nbsp;Sustainable TourismSustainable Tourism refers to sustainable practices in the tourism industry that take full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities. Discover in our comprehensive article how hoteliers and property owners can actively participate in sustainable tourism.&nbsp;&nbsp;UpsellingIt’s a technique that aims to sell upgrades on a purchase, a booking or a reservation, in order to encourage a guest to opt for superior service or a higher rate. E.g. Upgrade to a superior room. Learn more about our best upselling techniques for hotels.&nbsp;&nbsp;Yield ManagementIt’s a pricing strategy specifically designed to maximise revenues through inventory control and management. The aim of every Yield Management strategy is to sell a room reservation at the right price, at the right time, to the right customer.&nbsp;Register your property

New-assets---Key-Terms-Hoteliers---HBX-Group_WebBanner.jpg

Key Hotel Terms Every Hotelier Should Learn

About Hostal Aravaca GardenOpened in 2008, Hostal Aravaca Garden is a hostel located in a residential area outside Madrid. This 25-room property was founded by Lucas Zori, who is also its director.&nbsp;Since the opening, Zori has observed an increased level of occupancy and improved margins, compared to other properties he worked in before.&nbsp;The previous experiences he had in both large hotels and smaller properties made him an expert in the hospitality and travel industry. Among other key tactics, he defined guests' segmentation, increased discounts, implemented campaigns and offers for various audiences, and rewarded agencies to get more bookings.&nbsp;As a result of his expertise in travel and partnering with key industry players, like HBX Group, Hostal Aravaca Garden maintains 100% average occupancy all year long.Hostal Aravaca Garden's partnership with HBX GroupAs a former HBX Groupclient, Zori knew that we were the ideal partner for this new project - a smaller, independent hostel.As Zori points out, our strength with agencies was a major factor in this partnership. Through our direct distribution to travel agencies, tour operators, and other B2B partners, HBX Group is able to provide his hostel with access to an extensive network of travel companies around the world. He didn't want to be dependent on only one OTA, which was cannibalising his sales and restricting his options. Zori wanted to experiment with new strategies and distribution channels for his property.&nbsp;Additionally, he noticed that South American markets had been booking at a higher level after the pandemic. Using guest segmentation, the hostel has been able to bring over 70% of its bookings through HBX Group from countries such as Colombia, Honduras, Peru, and many others. When it comes to segmentation, Zori states that HBX Group is a top seller: 'Some months, you generate more revenue than any other distribution channel.'Our Partner Portal, one of HBX Group’s main strengthsThrough the partnership with HBX Group, Zori also has access to one of the most powerful partner extranets in the industry. After all the years Lucas Zori has worked with us to maximise occupancy of several properties - and now his own as well - he highlights HBX Group's Partner Portal as a crucial tool in his daily operations.&nbsp;'I'm very happy with your Partner Extranet. Compared to other extranets I use, yours is a step ahead. There is a functionality that I find very easy to use, which is the tabulator for editing availability and prices. On other platforms, I can’t tabulate when I want to upload rates.’&nbsp;&nbsp;In short, the Partner Portal (formerly known as MaxiRoom) is our hotel management tool that gives you full autonomy to manage your property. With the Partner Portal, you can manage your inventory, availability, rates, upload and update your hotel content, access the bookings list and your HBX Group contracts, check the status of your invoices, sign up for webinars, and more. All from a single platform.&nbsp;Why work with HBX Group?Until now, we have highlighted some of the main reasons Lucas Zori decided to continue working with us in his own property, after a long and successful career in travel.&nbsp;But, what’s in store for you? Joining us today will provide you with the following benefits:&nbsp;You'll have access to our portfolio of 60,000+ travel distributors. You’ll find over 50,000 travel agencies and 3,500 tour operators, plus more partners, including airlines, affiliates, and other businesses.&nbsp;You'll have global reach and are present in 170+ source markets. Whether you're interested in reaching long-haul travellers or a domestic audience, we assist you in gaining access to these markets.&nbsp;We won't compete with your direct channel. HBX Group distribute directly to travel agencies and other wholesalers in the travel industry. We ensure that they get to know you and include you in their travel packages.Forget about spending time and effort gaining visibility. We do it for you; simply tell us what markets you want to enter, and we'll connect you with agencies that operate in the market.&nbsp;&nbsp;Register your property

Hostal-Aravaca-1920x1080-b (1).jpg

Behind the Scenes: Hostal Aravaca Garden - A Success Story

As hoteliers, you know that the foundation of your success lies in providing top-notch service and creating memorable experiences for your guests.&nbsp;But in today's digital age, it's equally important to manage your online presence effectively. This is where hotel reputation management comes into play.&nbsp;In this article, we'll explore how you can take control of your online reputation and leverage it to your advantage.&nbsp;Let's dive in and start creating a robust hotel management strategy!&nbsp;&nbsp;What is Hotel Reputation Management?To begin, let's explore the concept of 'hotel reputation management'. This term refers to the strategies and tools used to monitor hotel online brand perception. It allows hoteliers to oversee, respond to, and enhance the way their property, service, and brand are perceived in the digital landscape.&nbsp;Implementing initiatives to improve your hotel's reputation directly contributes to elevating visibility, attracting new and repeat bookings, and ensuring a consistent revenue stream.&nbsp;Within our industry, one of the most important reputation management techniques is online review management, which we'll delve into throughout this article. Learn more about creating an effective hotel reputation strategy with a focus on leveraging reviews and addressing them.Why Are Reviews Vital in the Hospitality Industry?Before we dive into the details, it's worth mentioning some key findings from a TripAdvisor study regarding the importance of reviews and how to handle them.&nbsp;This study revealed that 79% of surveyed users preferred accommodations with higher ratings when comparing two identical options. Additionally, at least 81% of travellers always or frequently read reviews before booking accommodations.&nbsp;These insights are especially encouraging for small and independent hotels, as they serve as a reminder of how your property can shine without the support of a well-known hotel chain. By encouraging guests to leave reviews about your property and implementing an structured procedure for handling them, you can make a significant difference.&nbsp;While you may not have full control over what people say about your hotel online, it doesn't mean you can't shape the narrative. There are various tactics to help you stay informed about what's being said about your property online and turn these comments into opportunities that align with your interests. Keep reading and discover some of the main techniques we recommend.&nbsp;1. Streamline Your Approach with Automated Feedback SurveysRather than simply receiving and handling reviews, actively ask your guests for feedback via automated messages containing a customer satisfaction survey.&nbsp;&nbsp;Guests tend to be more open about their experiences when directly invited to provide feedback. This approach allows you to gather honest input, which you can then share on your website or social media profiles —with the guest's permission.&nbsp;What's even more relevant is that by implementing this initiative, you have the opportunity to address any unsatisfactory experiences before they lead to negative online reviews.&nbsp;2. Monitor Your Online ReputationNow, it's time to discover what your guests say about their stays at your property. Begin by identifying the key websites and platforms where guests can leave comments about your hotel. These typically include Google Reviews, TripAdvisor and Booking.com (if your guests have booked through an OTA), among others.&nbsp;Additionally, it's beneficial to search your property's name on Google to identify other websites featuring your hotel, beyond the commonly known platforms. This will provide a clearer picture of the online landscape you should monitor.&nbsp;Without a doubt, Google is one of the first places your clients turn to when seeking guest reviews. Keep an eye on these reviews and respond promptly as they appear. Google reviews significantly influence users' decisions to visit your website and eventually book.&nbsp;Moreover, did you know you can set up alerts for new reviews? This is crucial for addressing reviews as soon as they're posted, especially the negative ones. There are free tools to assist you with this task. For example, Google Alerts allows you to monitor mentions of your brand or company. It tracks keywords and provides email summaries of search activity around specific terms. Simply go to Google Alerts and enter your name.&nbsp;There are also reputation management tools that streamline your monitoring process. Here are some useful tools to help you in this task, with some being free and others requiring a small fee:&nbsp;Review response tools like Reputology allow you to monitor and respond to online reviews from a single dashboard.&nbsp;Review collectors such as Swell automatically reach out to your guests with customisable invitations to leave a review on a platform of your choice.&nbsp;Listening tools like Mention help track online discussions about your hotel happening on various platforms.&nbsp;Consider adding a reviews module to your website so that users can easily access and read about others' experiences. You can synchronise it with the latest reviews from Google, TripAdvisor, and other platforms, or manually select which ones to display.Besides, creating a dedicated landing page for guest testimonials and reviews can significantly enhance your website's trustworthiness and SEO.&nbsp;3. Regularly Respond to All ReviewsIn the TripAdvisor report mentioned above, 65% of users prefer hotels that respond to reviews, and 85% are more impressed by hotels after reading a manager's thoughtful response to a negative comment.&nbsp;The way reviews are handled provides valuable insights into how much a business cares about its guests' feedback. Apart from the quality of your responses, the timing of your responses matters.&nbsp;Maintaining a consistent approach and providing regular responses is a significant part of managing your hotel's online reputation. Timely responses help you address problems promptly, such as maintenance issues or guest concerns.&nbsp;Additionally, it offers the opportunity to turn negative feedback into a positive one. Guests appreciate it when companies take their complaints seriously, and addressing their concerns quickly can lead to satisfied guests who may even revise their negative comments.&nbsp;Therefore, allocate a few minutes each day or week to review these platforms and see what your clients say about your property.&nbsp;&nbsp;4. Streamline Your Responses with TemplatesConsider creating templates for responses to both positive and negative reviews. Often, there's a tendency to prioritise negative comments while neglecting positive ones. However, it's equally important to acknowledge and express gratitude for positive comments, as it shows appreciation.&nbsp;You or your staff can keep these templates accessible in your management system or in the cloud for quick reference. Nevertheless, it's worthwhile to customise the template for each guest's feedback to demonstrate that you've read and appreciate their specific comments. Using the same response for multiple reviews can seem impersonal and insincere.&nbsp;Here are some recommendations to help you structure your hotel review responses.&nbsp;For all cases:&nbsp;Express appreciation for the guest's feedback.&nbsp;Use courteous and professional language.&nbsp;Address the guest by their username/name, rather than using a generic 'Dear guest'.&nbsp;For positive reviews:&nbsp;Reiterate the compliment the guest gave, reinforcing why the hotel is an excellent choice for other readers.&nbsp;Encourage the guest to return and stay at the hotel again.&nbsp;For negative reviews:&nbsp;Offer solutions to address guest complaints and offer genuine apologies.&nbsp;Address each concern with respect and without a passive-aggressive tone.&nbsp;Reiterate one key point from the review for the benefit of other readers.&nbsp;Acknowledge where the guest's experience fell short and explain the steps taken or planned to prevent a similar situation in the future.&nbsp;Remember, avoid getting defensive. It appears unprofessional and unwelcoming to see rude or defensive replies from business owners or managers. While some reviews may be unfair or biased, constructive criticism can often be found within them. Use these as valuable learning lessons to enhance your service and team.&nbsp;5. Ensure a Consistent Brand ToneIt's crucial to maintain a consistent tone when responding to reviews, which can be challenging when multiple individuals are involved in the process. To avoid inconsistencies, designate specific individuals to handle online reviews. Train them with your brand's tone of voice and provide guidelines for escalating issues to the appropriate department when necessary.&nbsp;6. Enhance Your Online VisibilityYour hotel's content should appear prominently in search results when potential guests search for your hotel on Google or other search engines. Achieving high rankings in search results enhances your website's visibility and allows you to make a strong first impression on potential guests.&nbsp;To secure these top positions, consider investing resources in Search Engine Optimization (SEO) to boost your direct channel. Ensure that your website's information is up-to-date and compelling, encouraging users to book.&nbsp;SEO is a powerful tool for reputation management and one of the most effective online marketing techniques. For more insights into other relevant online marketing channels, explore our comprehensive article on hotel marketing solutions.&nbsp;&nbsp;7. Develop a Social Media Strategy for Reputation ManagementIn addition to monitoring reviews on various websites and platforms, it's essential to pay attention to what guests and potential clients say about you on your social media profiles.Alongside implementing a content strategy and designating individuals to manage your social media presence—enhancing brand visibility and enabling direct communication with your followers—, it's equally important to track the comments left on your posts.Similar to managing reviews, allocate a specific daily time slot for addressing social media comments, and establish a process for escalating requests to the appropriate team if needed. Always respond in a timely and professional manner. This approach builds trust with your guests and improves your online reputation.&nbsp;Ultimately, the best online reputation management strategies can't compensate for poor service. Reputation management should begin with delivering top-notch service. The better your service, the easier it becomes to maintain a positive brand perception online, ultimately boosting your occupancy and revenue.At HBX Group, we're also here to assist you in maximising your occupancy rate and getting access to over 60,000 travel distributors worldwide. Below, you'll find a free copy of our guide, 'Understanding Hotel Distribution Channels',&nbsp;which unlocks everything you need to know about distribution channels, their advantages, drawbacks, and considerations for defining your hotel's distribution strategy. Download it now!&nbsp;Register your property

Hotel Rep Management HB header 2200x500.jpg

Hotel Reputation Management: 7 Tips for A Good Online Review Strategy

Resources

Full-service solutions to boost revenue through travel.

Services to inspire and convert travel audiences.

Frictionless distribution for developers.

Smart B2B solutions to power, protect and finance your travel business.

Strategic consulting services for travel businesses.