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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

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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

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

It's undeniable that tourism plays a significant role in the global economy. In a world where travel is becoming increasingly accessible, statistics show that tourism will continue its strong growth in the coming decade. This power also comes with great responsibility, as it's one of the sectors with the most impact on the environment, society, and the economy.&nbsp;With this in mind, we celebrate World Tourism Day on September 27th. This is certainly an ideal day to reflect on the present and future of our industry, and the role we all play in creating a better world for tomorrow.&nbsp;This year, at HBX Group, we focus on sustainable tourism, a necessary discussion that will help us explore which actions we can implement to redefine our sector's future.&nbsp;As a hotelier, you undoubtedly play a vital role in this. That's why, throughout this article, we provide you with different recommendations on how to actively participate in sustainable tourism and lead the way.&nbsp;The Importance of Sustainability for HoteliersAs we mentioned earlier, hoteliers are key players in the tourism industry. A clear example of this is when a destination becomes popular, leading hotel companies to establish themselves there and offer new accommodation options. This has a significant impact on that region in particular.&nbsp;That's why it's essential to consider how you implement your projects and initiatives, also from a sustainable perspective.According to Booking.com's 2023 Sustainable Travel Report, at least 74% of travellers want travel companies, including hotels, to provide more sustainable choices. Additionally, 65% of respondents stated that they would feel better about paying for accommodation with a sustainable certification or label.&nbsp;Sustainable tourism and ethical hotel development are now more interconnected than ever, playing a crucial role in preserving local culture and socio-economic stability. This is why hotels are instrumental in educating guests about sustainable behaviours and adopting operational practices aligned with sustainability best practices.&nbsp;For instance, at HBX Group, we have seen growing interest and bookings from hotels that implement sustainable actions. Through our Sustainable&nbsp;Hotels Programme, we offer you a unique opportunity to showcase your sustainability initiatives, such as reducing plastic usage.&nbsp;Currently, there are over 38,000 properties certified as sustainable. We've also observed a significant 30% increase in bookings over the past 12 months, demonstrating the rising demand for sustainable accommodation. This represents a fantastic opportunity to position yourself prominently within our portfolio of more than 60,000 travel distributors.&nbsp;If you're already a HBX Group partner and are interested in the programme, you can easily join following the next steps:&nbsp;Log&nbsp;into HBX Group Partner Portal&nbsp;Select&nbsp;'Hotel Info'&nbsp;Click&nbsp;'About Hotel' and scroll&nbsp;to the 'Things to Keep in Mind' section&nbsp;Check&nbsp;the 'Single-use Plastic Free' box&nbsp;If you're not yet registered with HBX Group, we’ve got you covered. You can register for free here and soon will have the opportunity to join the Sustainable Hotels Programme.&nbsp;Additionally, it isn't only guests who are becoming increasingly interested in hotels' sustainability initiatives. According to a report by HotelTechReport, investors concerned about this topic also take into account the ESG (Environmental, Social, and Governance) framework when deciding whether to invest in a property.&nbsp;The ESG framework helps investors better understand how the hotel company protects or neglects nature, treats its employees and the local community, and adheres to ethical business practices. Specifically, the ESG framework revolves around three pillars:&nbsp;Environmental: Initiatives related to energy efficiency, waste reduction, and water conservation.&nbsp;Social: Company policies regarding health and wellness, diversity and inclusion, and fair labour practices.&nbsp;Governance: The company's ethical business practices, diversity of the board of directors, and adherence to laws and regulations.&nbsp;In conclusion, it's evident that committing to sustainable initiatives is no longer an option but essential to remain an attractive choice for both guests and investors.Hotel Sustainability Best Practices You Can't MissAs we've just discussed, it's vital to contribute to sustainable tourism. However, many hotels still struggle with how to put sustainability into practice. Hence, below you'll find a variety of options to adopt sustainable initiatives (or continue doing so).TransportTransport is one of the key elements to consider when promoting sustainable practices. It's imperative to recommend, whenever possible, public transport to reach your hotel.&nbsp;By using options such as trains or buses, it significantly reduces carbon emissions and decreases the number of vehicles on the road, thus improving air quality.&nbsp;In your communication channels, such as your website, you can provide detailed information about the different transport options available to reach your property. For example, you can include links to the national/public train company's website (e.g., Renfe in Spain or FS Italiane in Italy) to help potential guests find the most convenient routes to your hotel. The same applies to other modes of transport, such as the metro, intercity buses, or local bus services.&nbsp;Food ProvisionWithin the hotel, there are also many actions you can take to promote sustainability with your resources. To begin with, in our comprehensive article on plastic-free initiatives for hotels, you can explore many ideas for promoting plastic-free products' usage, such as reusable shampoo and gel dispensers, or eliminating plastic water bottles, among others.&nbsp;Beyond actions related to plastic use, there are other ideas that can make a significant difference to your property:&nbsp;If you have a buffet-style restaurant, manage your resources optimally. Promote local and seasonal products in the hotel's restaurant. If you are noticing a great deal of food waste every day, consider making donations to local food banks, rather than throwing it away. This way, you can directly contribute to your local community.Another fantastic option that can be quite profitable is partnering with companies like Too Good To Go. This is an app that combats food waste in supermarkets, bakeries, and hotels, among other establishments. Hotel chains such as Radisson Hotel Group, NH Hotel Group, and ILUNION Hotels have already established alliances, giving surplus breakfast buffet food a second chance.&nbsp;Another way to make a positive impact is by recommending local restaurants (instead of multinational chains) known for using local and seasonal products. It's an excellent opportunity for your guests to experience the region's products, discover what the region has to offer, and contribute to the economic development of the area.&nbsp;You can also consider growing your own food and having an organic seasonal garden. For example, the TUI Blue Oceanis Beach hotel in Kos offers guests the opportunity to enjoy products grown on-site at Oceanis Farm. Since its establishment in 2012, the farm has expanded significantly and now provides high-quality food for the hotel's buffet.&nbsp;To reach as many potential guests as possible, it's crucial to effectively communicate the actions your property is taking. Make them visible on your website or in digital content created for social media or newsletters. This will let future guests know about your commitment to sustainable practices.Promoting Sustainable Local Economic DevelopmentSustainable tourism also requires that you take into account the economic development of the local community where your property is located.&nbsp;Promoting sustainable actions should include efforts to ensure that tourism generates wealth for area residents. This can be achieved by:&nbsp;Integrating the local population into your hotel activities, creating employment directly and indirectly.&nbsp;Establishing collaborations with local agencies, hiring local guides and native agents.&nbsp;Promoting&nbsp;staff training in your hotels to help them acquire new skills for the future, ensuring you have a more prepared and efficient team. These training sessions help create better job opportunities, as employees are taught exactly what they need to know to perform their tasks perfectly.&nbsp;Seeking partnerships with other entrepreneurs who share social and environmental values. They promote projects that add value to both themselves and their surrounding communities.&nbsp;Several hotels have demonstrated commitment to these causes, such as the following:&nbsp;Marriott Hotels &amp; Resorts have announced a commitment to achieve gender parity in executive roles by 2023, with 25% of executive roles held by people of colour. It's also planned to have 3,000 properties owned by women and people of colour by 2025, according to Marriott.&nbsp;As part of its RiseHY programme, Hyatt has committed to hiring 10,000 ’opportunity youth’ between the ages of 16 and 24 by 2025.&nbsp;Sol y Mar Hoteles Group has signed an agreement with social startup Gravity Wave to remove nearly six tons of plastic from the Mediterranean. They will collect and recycle one kilogram of plastic from the sea for every booking made on their website.Respect for Culture, Heritage, and the EnvironmentOne of the major challenges in the industry is that it may lead to tourist 'massification', the loss of local identity and culture.&nbsp;Examples of this can be seen in cities such as Venice and Barcelona, where there is an excess of tourism almost all year round. As a result, authorities have implemented various policies to regulate the flow of tourists, especially in peak tourist seasons.&nbsp;As a hotelier, what can you do to raise awareness among your guests about the importance of respecting local cultures and heritage?&nbsp;Whenever your front desk staff recommends places to guests, encourage them to mention less known but still interesting options. This is an effective way to ensure that certain overcrowded spots have fewer visitors, allowing the crowd to disperse more evenly throughout the territory.&nbsp;Leverage the growing demand for ecotourism and experiences that allow travellers to connect with local traditions, crafts, music, art, and culinary practices. There's a rising trend of travellers seeking immersive encounters with local cultural heritage, contributing to the preservation of unique identities and traditions.&nbsp;Encourage your guests to learn a few words in the local language. Language is part of a destination's heritage, and it's an excellent way for guests to immerse themselves in the culture they are visiting. For instance, you could provide small cards with basic words and FAQs in the local language to give to your guests during check-in. Beyond communication, learning how to greet and express simple things like 'thanks' in the local language shows a willingness to better understand the culture and people.&nbsp;When recommending tourism companies for tours, tastings, or other activities, make sure they respect the area's natural and cultural heritage. This might include limiting the number of participants and emphasising the importance of conserving the environment.&nbsp;Avoid promoting or maintaining agreements with companies that offer experiences involving shows with animals, such as shark diving tours or elephant rides. Such practices often involve animal exploitation.Instead, consider supporting ethical animal tourism, such as rehabilitation and rescue centres or sanctuaries. These organisations educate visitors and reinvest their revenue in further rehabilitation or rescues. Look for centres that aim to reintroduce animals into the wild, as this provides visitors with a valuable educational experience and supports ethical animal tourism.Final Thoughts on Sustainable Initiatives for Your HotelWe hope this article has shed some light on how to implement sustainable initiatives that contribute to a more conscious and responsible tourism industry.Hoteliers have a significant opportunity – and challenge&nbsp;– to be at the forefront of this paradigm shift. There is a growing interest in the sustainable tourism movement among the younger generations. This indicates the direction that guests' needs will take in the future.As you can see, there are many options for incorporating ESG (Environmental, Social, and Governance) initiatives. Numerous hotels are already making efforts to become more sustainable and ensure ethical impacts. However, it's worthwhile to remember that it's still okay not to meet all sustainability criteria 100%. What truly matters is your intention and focus on becoming more sustainable little by little.You can better communicate your environmental initiatives, such as plastic-free practices, to potential customers by joining the Sustainable&nbsp;Hotels Programme. If you're already part of HBX Group, simply log into our Partner Portal, select 'Hotel Info,' and tick the 'Single-use Plastic Free' box.If you're not yet part of HBX Group, you can join by clicking here. You'll become visible to over 60,000 travel distributors. Register today!Register your property

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Sustainable Tourism: A Hotelier's Guide to Positive Impact 

Over the course of the year, occupancy rates in the travel and hospitality industry fluctuate constantly.&nbsp;However, you don't have to accept reduced business just because it's low season. With strategic planning, you can significantly boost your success during the off-season, regardless of your hotel’s type and seasonality.&nbsp;In this article, we provide you with several tips to overcome seasonal fluctuations and elevate your occupancy rates all year round.Identify the Low Season PeriodYour first step should be defining when your property is in low season. Depending on factors like weather, your geographical location, nearby attractions, the overall demand for a particular region, or other factors, the low or off-season can vary.These factors significantly impact hotels' revenues. By keeping these patterns in mind, hotel managers can develop initiatives to mitigate their consequences.So, how can you identify these fluctuations? Here are some ideas:Market research and trend analysis: Stay up-to-date with industry happenings to identify trends that might affect your occupancy.Additionally, you could get to know your guests even better by conducting surveys, for example, and find out what they look for when choosing a hotel.&nbsp;&nbsp;Historical data analysis: Examine past occupancy rates to identify patterns and predict future trends.&nbsp;For instance, if you notice a consistent drop in certain months, such as October and November, you can anticipate low occupancy during those months. You can use this insight to develop a strategy aimed at increasing guest bookings during this period.Once you've identified your low seasons, it's time to implement various tactics to boost your occupancy.&nbsp;But don’t apply all these tips simultaneously. Start with techniques which align closely with your needs, and then expand to others. You understand your business' strengths and weaknesses, so we recommend you act accordingly.&nbsp;Introduce Progressive Pricing StrategyDepending on the season, you should implement different pricing strategies. Here are some examples:During peak season, consider premium pricing. On the contrary, during the low or off-season, contemplate applying promotional pricing rates.Check which room types perform best during low occupancy periods. Analyse occupancy rates by room category and identify whether higher-tier room types are lagging behind in terms of conversions.Also, consider offering guest-friendly cancellation policies and attractive early booking rates during the off-season. This reassures potential guests and makes them more inclined to book.Maintain these policies until you achieve a relatively high occupancy rate, and then evaluate whether to retain them. While there will always be a percentage of cancellations, as long as this remains low and your hotel's occupancy rate is healthy, you can continue with these policies.Implement Special Occasion PackagesCreating packages has several benefits: Studies indicate that guests who purchase packages are less likely to cancel their bookings than those who only reserve a room. Additionally, there’s a growing interest in unique travel experiences.These special packages can help attract guests during the low season. Consider creating service packages that can be enjoyed within the hotel. If possible, include at least one night's stay and offer a special price when combined with other services. Such packages can also encourage guests to extend their stay.These packages can be tailored for special dates (such as Valentine’s Day, Christmas or New Year’s Eve) or even regular weekend getaways. They can include:Spa treatmentsBreakfastEarly check-in or late check-out to maximise their stayStand-ups or comedy shows at the hotelMonitored dance classesBeer and wine tastingWorkshops for childrenCombined accommodation and restaurant offeringsRethink Your Hotel's Target AudienceDuring the low season, focus on different market segments compared to those in the peak season. These alternative segments can present great opportunities to boost your occupancy rates. And some of these potential market segments to explore include:Millennials and Gen Z &amp; X: These groups tend to travel consistently throughout the year. Therefore, it might be beneficial to partner with tour operators to provide all-inclusive packages for young travellers from other countries.Students in some countries, such as Spain, typically take a trip during January, when the first quarter of college ends and the second one begins.&nbsp;&nbsp;Wellness travellers: The trend of wellness travel is increasing, with many people seeking trips to improve their mental, physical and spiritual well-being, with yoga retreats or culinary wellness retreats.&nbsp;As a curiosity, most wellness travellers are women, and Forbes has compiled a list of popular wellness destinations to inspire you.&nbsp;Baby boomers: Approaching senior citizens, for example, is an effective strategy in countries like Spain.&nbsp;Thanks to the national programme ‘Imserso’, senior travellers travel within their country and Europe.This is crucial for many hotels, which profit from these travellers during the off-season or low season, since Imserso trips are conducted then. In fact, this programme was created to help hotels in low season and provide them with a regular influx of guests.&nbsp;&nbsp;Digital nomads: In our article on remote workers, we mentioned that there is an increasing trend for people to travel while working from anywhere. These travellers seek peaceful places to work. That's why you can consider creating a coworking space in your common areas with stable Wi-Fi and workspaces to attract them to your property.&nbsp;Business travellers: If your property is centrally located or near transportation hubs, you should cater to business travellers. Offer special deals for business travellers, conference organisers, and group bookings.These are examples of segments to target during the low season. Depending on each segment, you can create appealing offers to entice them.Collaborate with Local Businesses or CitizensInvest time in partnerships with local businesses (restaurants, attractions, shops or galleries) and the tourism agency to create collaborations. Promote each other's services and collaborate on new activities.Some collaborative ideas include:Partnering with local companies to sell tickets for spas, theme parks, museums, and outdoor excursions. Consider commission sales agreements with wholesale suppliers.Collaborating with associations to host various activities at your hotel, such as congresses, sports races, dance competitions, and more.Attracting local residents to your hotel's amenities, such as restaurants, bars, terraces, wellness centres, gyms, and pools. Offer special deals or packages to entice locals to visit.For example, terraces for after-work gatherings have become popular among local workers. Some hotels even offer special pool and restaurant packages during the summer, even if they aren’t located in tourist areas.&nbsp;Make the most of HBX GroupCertainly, HBX Group can help you increase your occupancy rate in low season easily.&nbsp;We aren’t just another online travel agency (OTA) and don't compete with your direct booking channel. So, what exactly do HBX Group do?We provide your property access to our portfolio of 71,000+ travel distributors, including over 64,000 travel agencies, 4,500 tour operators, 1,260 affiliates, airlines and other partners. These distributors create travel packages that include your hotel.We ensure that travel agencies and wholesalers in relevant regions are aware of your property and include it in their travel packages.You can forget about spending time and effort on visibility; we handle it for you. Simply let us know which markets you're interested in, and we'll connect you with agencies operating in those markets. Once everything is set, we'll assign you an Account Manager who will be your point of contact at HBX Group.Your Account Manager will assist you in managing market demand, selling your rooms to customers in the markets of your interest, and giving you greater control over distribution throughout the year.And in terms of boosting occupancy while in off-season, you only need to inform us, and we'll connect you with the travel distributors that best suit your needs.&nbsp;For example, depending on your location, if you're a European hotel in winter, you might consider targeting long-haul travellers from the Middle East seeking cold destinations for their summer.If you're still not part of HBX Group, register your property today for free.&nbsp;Hotel marketing tacticsTake advantage of the low season to review and improve your marketing strategy. Utilise different digital marketing channels to increase your hotel's visibility and reach potential guests.Ensure your website works flawlessly, and address any guest complaints or difficulties related to the booking process or user experience.Also, update website images and add videos showcasing your property and amenities to ensure that your website features current photos of the property.&nbsp;Continue to publish blog content consistently. Focus on topics relevant to your low or off-season, and create content related to your property's location or region.&nbsp;Invest in digital advertising, including Facebook/Instagram Ads and Google Ads, to enhance your presence on social media and reach a broader audience. This can drive bookings during low-occupancy seasons.&nbsp;Maintain an active presence on social media platforms. Encourage guests to share their experiences and images from their stay during peak seasons. Repurpose these images during the off-season. User-generated content can be highly persuasive.Promote your hotel's appeal during different seasons. For example, if your low season aligns with autumn, create posts showcasing your hotel's beauty during this time.Share information about local events, landmarks, and attractions in the area to provide reasons for guests to stay at your hotel. Highlight any recent renovations or improvements in your marketing materials.&nbsp;Finally, implement email marketing tactics to engage past guests. Offer discounts, special packages, or personalised perks to encourage repeat bookings. Consider creating a loyalty scheme to reward guests who stay with you multiple times. Also, reach out to past guests to promote your hotel's tranquillity and charm during quieter times.&nbsp;We’re reaching the end of this article. We hope to have helped you come up with some new ideas to implement in your property.&nbsp;Don't forget to register today and start boosting your occupancy all year round!Register your property

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How to Grow Your Hotel's Occupancy in Off-Season

&nbsp;While solitary travel has undeniably been on the rise for years, it’s becoming more and more evident that women are diving headfirst into traveling alone. The future of solo travel might well be female!&nbsp;Search interest in ‘solo female travel’ has increased six-fold during the lasts four years. Not only this, but 70% of hotel website visits are carried out by women as standard, and women make the overwhelming majority of bookings, whether that’s for themselves, families, friends or parents and colleagues. &nbsp;&nbsp;Women are the influencers that should matter to you as hoteliers.&nbsp;&nbsp;So, it makes sense that your services as hotel owners are delivering on what women want, especially when it comes to solo female travellers. &nbsp;&nbsp;We’ve explored several idea kick-starters you can use to ensure you’re meeting those demands and being as inclusive as possible when it comes to your accommodation.&nbsp;&nbsp;Understand What Solo Female Travellers Look For In Their Destinations&nbsp;A study carried out by Solo Female Travelers in 2020 found that traveling solo was a choice, not necessarily a ‘lifestyle’, with many respondents choosing to travel alone for the flexibility that it provided and the ability to adhere to their own schedule. 38% said it was to ‘challenge’ themselves.&nbsp;&nbsp;Within their chosen destination, many women said that cultural sightseeing, immersion, and nature and wildlife experiences are important for them during their stay – along with the eco-friendliness of businesses they support.&nbsp;&nbsp;However, 73% still said that safety was their main concern, and 42% of female travellers who hadn’t yet traveled solo cited this as the main reason they’d not made that leap yet.&nbsp;Some factors that might be of consideration for female travellers looking to set off alone:Whether the country or region is a major tourist destination.How good the tourism infrastructure is as a consequence.What the crime rate of the destination is.What online review sites, blogs, friends and family and social media groups say about the safety of the country or destination – many suggested that TV and online ads were not as trustworthy.How affordable the destination is for a solo trip – especially considering accommodation.The overall reputation of the country and how it treats women.&nbsp;It is important to consider these against your current facilities, location and offerings for this traveller type. How have you positioned yourself in the market for women travelling solo? How are your competitors conveying themselves to this segment, in a way that's different to you?&nbsp;It is worth being aware of what solo travel for women means, especially when travellers are in the crucial decision-making process and the smallest detail about how your hotel is presented could determine whether they book their stay with you or not.Cater For The Luxury Solo Female Traveller&nbsp;In the last several years, women taking solo trips within the luxury travel sector have increased significantly, and we think this is a prime opportunity to understand and accommodate, this important audience to boost your success as a travel agency and ensure you’re as inclusive as possible for today’s traveller.&nbsp;&nbsp;For example:&nbsp;Scott Dunn, a leading UK luxury tour operator, reported that they’d seen a dramatic uplift in solo bookings in the last three years, and that of those, 60% were women.Up Norway, a company that curates high-end excursions through Scandinavia, suggested that bookings from solo female travellers were up 40-50% compared to 2019.Bespoke tour operator Morocco by Design revealed that a full quarter of its bookings now came from women traveling alone.&nbsp;&nbsp;Not only are women looking to explore the world alone more frequently, but many solo female travellers are looking to travel within the luxury sector, with bespoke trips curated specifically for their preferences. &nbsp;&nbsp;The industry is starting to take note of this increase in demand for luxury solo travel, so it’s important that as hotel owners you are aware of the opportunities out there! &nbsp;&nbsp;From ‘Alonemoons’, offering solo travellers the deluxe experience a couple on their honeymoon might enjoy; women-only group travel; to tour operators and travel bookers offering amenities catering specifically to women traveling solo, there are many ways that the industry is providing opportunities when it comes to solo travel for women.&nbsp;&nbsp;Ensuring that your hotel is accessible and appeals to women travelling alone is a sure-fire way to begin capitalising on this growing audience and keep your hotel front of mind when tour operators are upselling their clients on these experiences. &nbsp;The first step is gaining maximum visibility to the right traveller at the right time! Over 60,000 travel distributors and sellers all over the world have exclusive access to our portfolio, from which they can offer the very best accommodation to in-market travellers across even the most hard-to-reach markets thanks to our global network.&nbsp;This means that hotels who make it clear they acccommodate to women travelling alone are top-recommended in our AI-driven Booking Engine when travel sellers are booking this type of client!&nbsp;Gather Crucial Audience Insights &nbsp;There are numerous ways that you can gather more understanding of what existing and new customers want when considering booking solo trips, including:&nbsp;Existing Audience Research&nbsp;Send out an email to existing customers within this demographic – ask for honest opinions on their travel with you. Incentivise this with a small discount or offer that makes your existing customers feel like they’ve given you valuable feedback and received something in return. &nbsp;&nbsp;Create social posts for your social media platforms – whether you create a poll, a post inviting comments, or ask customers to get in touch via email, organic socials are a great way to see what your audience expects of you.&nbsp;&nbsp;Set up market research discussions – bring together a control group of women interested in travelling alone, or who have in the past, to evaluate your current facilities and destinations and offer in-market feedback.&nbsp;&nbsp;Competitor Research&nbsp;Review trusted blog websites – Solo Traveler World and Solo Female Travelers are examples of valuable, trusted platforms where insights, shared experiences and customer-centric recommendations are shared by women for women looking to travel solo. &nbsp;&nbsp;Keeping a close eye on platforms like this can provide interesting insights into how other hoteliers are catering for the growing audience of solo female travellers.&nbsp;&nbsp;Organic competitor research – identify your most direct competitors and scope out how their facilities compare to yours: what services are they offering that you aren’t? Have these competitors made specific accommodations that would attract more female solo travellers, and how might you incorporate these into your own business model? &nbsp;&nbsp;Review Relevant Travel Forums&nbsp;Considering that a study conducted by the aforementioned Solo Female Travelers found that 76% of women trust relevant solo female travel groups Facebook groups more than they trust the recommendations from friends and family (73%), reviewing such travel forums and social pages can be invaluable.&nbsp;&nbsp;Avoid The Single Supplement&nbsp;In many cases, the single supplement can mean that solo travellers are still paying double occupancy, because many rooms, tours and cruise accommodations are packaged in a way that they are priced per person based on double occupancy.&nbsp;&nbsp;This charge is one of the main turn offs for solo travellers – especially considering that female millennials are considered the thriftiest – so if you want to cater for more solo travellers you need to start focusing on ways to avoid or reduce your single supplement.&nbsp;&nbsp;Here’s how:&nbsp;Consider absorbing some of the cost of a single room into the cost of a double room by amending this in your business model.Waiving the single supplement during the shoulder seasons (between peak and low) as standard – as solo travellers tend to be more flexible around when they travel – this would also be a great way to encourage customer loyalty!Consider waiving this single supplement charge on any unsold hotel rooms to encourage last minute bookings.Host ‘matching’ services, which brings together solo travellers who are happy to share a room for a section of their journey to work around this fee.&nbsp;How our Partner Portal Can HelpOf course, one of the best ways that you as hotel owners can ensure you're aware of, and meeting the needs of this high-value segment is by working with a global distribution partner like HBX Group.&nbsp;As our partner, you'll gain exclusive access to our Partner Portal intranet which offers you all the tools and resources you need to maximise your occupancy rates, including the option to create bespoke rates and fees that can be offered to travellers all around the globe on a more individual basis. &nbsp;&nbsp;Our Partner Portal also offers:A fully interactive calendar - to allow easier amendments to availability and rates across room types.An intuitive content manager - maximise the quality of your content with our user-friendly interface.The ability to make numerous updates at once - using our integrated update tool means you can quickly update your availability and prices across multiple rate and room types.A global dashboard - so you can easily review current&nbsp;arrivals, bookings and cancellations, as well as comparisons between your competitors.Sign up to gain access to this time-saving resource, and begin optimising your occupancy rates today.&nbsp;Consider How Your Services Reflect What Solo Female Travellers Want &nbsp;Understanding what solo female travellers want is the first step – evaluating this against your current facilities is the next. &nbsp;&nbsp;The key here is that you don’t have to only&nbsp;cater to&nbsp;women travelling solo, just make it clear you accommodate them. This means that you don’t have to restructure your business model or revamp your packages completely – unless you want to!&nbsp;&nbsp;Just make it obvious that you are aware of what women want when they travel and that you can deliver on this.&nbsp;&nbsp;Practical ways you can cater for solo travel for women:Consider implementing women-only floors – the Four Seasons Riyadh and the Dukes Hotel in London are already doing this!Som Dona in Mallorca has gone one step further and made this location women-only which has proved incredibly popular.Ensure that you have up-to-date information regarding your facilities on your website and any profiles with distribution partners (like our Booking Engine) – i.e., up-to-date CCTV coverage, information on women-only or inclusive timeslots in your leisure or spa facilities.Set up 24-hour receptionists and door security.Stage inclusive social events to encourage solo travellers to interact with like-minded people while away.Turn the lobby into happy hour, organise women-only or inclusive activities to help travellers feel part of a community and to combat loneliness. &nbsp;Add more transfer options with trusted providers for women travelling solo&nbsp;– especially after-dark airport transfers!&nbsp;With a connected community of other hoteliers, and access to over 60,000 travel sellers around the world, combined with a fresh approach to data intelligence, working with HBX Group is one of the best ways that you as hotel owners can reach your desired audience and curate the ideal experience for your guests.&nbsp;Why not consider signing up as one of our valuable partners today?&nbsp;Register your property

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How Hotel Owners Can Effectively Target Solo Female Travellers

For hotels looking to maximise occupancy and revenue, relying too heavily on a single booking channel can be a risky strategy.&nbsp;Latitud Hoteles, a dynamic and innovative hotel chain in Argentina and Brazil, learned this first-hand. Initially dependent on a single OTA for the majority of their bookings, they found themselves facing challenges with limited flexibility, overbooking issues, and a lack of distribution control.&nbsp;That’s when HBX Group became their strategic partner, offering exclusive B2B distribution, direct access to international markets, and hands-on expert support.&nbsp;The result? Increased occupancy, reduced overbooking, and a more resilient business model.&nbsp;About Latitud HotelesFounded just over ten years ago, Latitud Hoteles has rapidly grown into a recognised name in the hospitality sector.&nbsp;With nine properties—two in Buenos Aires, Argentina, and seven in Búzios, Brazil—the brand is known for its modern facilities and commitment to exceptional guest experiences.&nbsp;The chain was born from the vision of Juan Pablo Panasci, who transitioned from revenue management consulting to hotel ownership.&nbsp;Early on, he realised that success in the hospitality industry required more than just great service—it demanded a strong, diversified distribution strategy. That’s why he partnered with HBX Group, leveraging its global network and B2B expertise to attract high-value international guests and gain greater control over his rates.&nbsp;For the past three years, HBX Group has been the exclusive B2B distributor for Latitud Hoteles, playing a key role in its continued success.&nbsp;&nbsp;Initial situation and challengesLike many emerging hotel brands, Latitud Hoteles initially relied heavily on a single OTA, with 70% of their bookings coming from this one source. However, this approach presented several issues:&nbsp;Limited flexibility – Fixed tariff (FIT) restrictions meant they had little control over pricing, leading to costly overbookings.&nbsp;Market dependency – The Argentinian recession reduced domestic travel, and without access to international guests, occupancy rates suffered.&nbsp;Lack of distribution control – Positioning and visibility depended entirely on an OTA algorithm, making it difficult to sustain consistent bookings.&nbsp;Minimal personalised support – Beyond technical assistance for listing optimisation, there was no strategic guidance on improving distribution.&nbsp;For a hotel chain with ambitious growth goals, this model wasn’t sustainable. A more diversified, controlled, and international approach was needed.&nbsp;Agreed strategyRecognising the risks of OTA dependency, Latitud Hoteles turned to HBX Group to build a more sustainable distribution model. This partnership provided them with:&nbsp;Exclusive B2B distribution – By negotiating exclusivity with HBX Group, they regained control over rates and availability, preventing last-minute bulk bookings that caused overbookings.&nbsp;Stronger international market reach – HBX Group connects hotels to tour operators, travel agencies, airline websites, and loyalty programmes, ensuring a steady flow of international guests, even during domestic travel downturns.&nbsp;Hands-on expert support – Unlike large OTAs, HBX Group provided a dedicated account manager who offered tailored strategies to optimise pricing, visibility, and occupancy.&nbsp;A balance of FIT and dynamic pricing – The combination of flexible net rates (FIT) and dynamic rates (BAR) helped them optimise revenue without compromising control.&nbsp;‘I realised that we couldn't depend on 70% of sales from a single OTA. After all, I had no control over it, and my success depended entirely on algorithms and reviews. HBX Group offers me on-hand human support and allows me to proactively improve things, whereas before I had to be reactive.’- Juan Pablo Panasci, Founder, Latitud Hoteles&nbsp;&nbsp;ResultsSince partnering with HBX Group, Latitud Hoteles has transformed its distribution approach and seen tangible improvements:&nbsp;30% of occupancy now comes from HBX Group20% increase in sold room nights compared to the previous year75% reduction in overbooking issuesStronger presence in international markets, attracting higher-value guestsImproved rate integrity through B2B exclusivity&nbsp;Beyond numbers, the partnership has brought greater stability, control, and growth opportunities, allowing the chain to scale sustainably without relying on a single booking channel.&nbsp;‘Thanks to the combination of flexible net rates for different room types (FIT) and dynamic rates (BAR), sales are optimised, and occupancy rates are surprisingly high.’ - Juan Pablo Panasci&nbsp;Why partner with HBX Group?If you want to reduce dependency on OTAs, increase occupancy, and expand your reach, HBX Group is the right partner for you. Here’s why:&nbsp;Unrivalled global reach – Gain access to over 60,000 travel distributors, including travel agencies, tour operators, airlines, and other key partners.&nbsp;Presence in 180+ source markets – Attract both long-haul international travellers and local audiences through a diversified distribution strategy.&nbsp;No competition with your direct sales – Unlike OTAs, HBX Group exclusively distributes through B2B channels, ensuring your property is included in high-value travel packages.&nbsp;Effortless market positioning – Simply tell us where you want to grow, and we’ll connect you with the right distributors to drive bookings.&nbsp;Ready to see the difference? Register your property today and start unlocking your hotel’s full potential with HBX Group!&nbsp;Register your propertyStill unsure? Get to know that other hotel owners have to say about their successful partnership with us: From registration to bookings in 7 days and A success story on reaching long-haul travellers.

How B2B Distribution Drove Increased Occupancy for Latitud Hoteles 

Managing a hotel chain’s distribution strategy can feel like navigating a labyrinth—countless channels, fluctuating rates, and the constant challenge of maintaining control.&nbsp;For Gruppo UNA Hotels, Italy’s largest domestic hotel chain, these challenges were growing. They needed a smarter way to distribute their inventory, maintain rate integrity, and optimise revenue—without the overwhelming admin workload.&nbsp;That’s when HBX Group stepped in, offering a streamlined approach with a single point of contact. The results? A more efficient, profitable, and hassle-free distribution strategy.About Gruppo UNA HotelsWith 39 hotels, resorts, and aparthotels across Italy, Gruppo UNA Hotels delivers an authentic Italian hospitality experience through its three brands: UNA Esperienze, UNAHOTELS, and UNAWAY. This strong heritage makes them a favourite among both leisure and business travellers.&nbsp;Following the 2016 merger between UNA Hotels and Atahotels under UNIPOL Group, the newly formed Gruppo UNA Hotels faced the challenge of consolidating its distribution channels while maintaining a seamless experience for guests and partners.&nbsp;HBX Group provided the solution, offering a robust B2B distribution network that granted the group access to high-value, hard-to-reach travel segments. Today, this partnership is stronger than ever, ensuring Gruppo UNA Hotels can distribute its rates efficiently on a global scale.&nbsp;Initial situation and challengesAs with many large hotel chains, Gruppo UNA Hotels encountered several key challenges in managing their distribution:&nbsp;Rate integrity concerns: Ensuring pricing remained consistent across all channels was becoming increasingly difficult.&nbsp;Complex inventory management: Keeping rates and availability updated across multiple platforms required significant time and resources.&nbsp;OTAs exerting pressure: Large online travel agencies dominated the landscape, making it tough to drive direct bookings without high marketing costs.&nbsp;Revenue strategy limitations: Adjusting pricing and launching offers without affecting public rates was a challenge with existing systems.&nbsp;Gruppo UNA Hotels needed a smarter, more efficient approach – one that would simplify operations while maximising revenue.&nbsp;The strategyBy partnering with HBX Group, Gruppo UNA Hotels gained access to a powerful distribution network and a dedicated point of contact who provided tailored support. Here’s how this approach made a difference:&nbsp;One dedicated account manager – No more lengthy email chains or back-and-forth phone calls. Issues were resolved within hours, streamlining operations.&nbsp;Seamless inventory updates – Full integration with property and channel managers ensured pricing and availability remained accurate in real time.&nbsp;Better rate integrity - HBX Group’s monitoring tools helped reduce discrepancies and ensure pricing consistency.&nbsp;Optimised revenue strategy - Opaque and ad-hoc offers could be easily created and distributed without affecting public rates.&nbsp;‘Having just one contractual agreement for a group of travel buyers, like tour operators, and a single point of contact at HBX Group for our entire chain saves us a lot of time. Your account manager is always on hand to answer any of our questions, and incidents are resolved in a matter of hours, avoiding unnecessary back-and-forth emails and time-consuming admin.’ - Barbara Paganoni, Leisure Sales Director, Gruppo UNA Hotels&nbsp;ResultsSince partnering with HBX Group, Gruppo UNA Hotels has saved valuable time and achieved significant growth in key performance areas:&nbsp;6 years of partnership with continued success&nbsp;10% increase in revenue/room nights sold vs last year&nbsp;20% YoY growth in gross sales&nbsp;15% of leisure inventory now sold via HBX Group’s network&nbsp;This collaboration has allowed Gruppo UNA Hotels to tap into new market segments and gain greater control over their distribution, all while reducing the administrative burden on their internal teams.&nbsp;Why partner with HBX Group?If you’re looking to achieve similar success and enhance your hotel’s distribution strategy, HBX Group is the partner you need. Here’s what you can expect when you join our network:&nbsp;Unparalleled global reach - Gain access to over 60,000 hard-to-reach travel distributors, including tour operators, retail travel agents, airline websites, and loyalty schemes, across 190+ source markets.&nbsp;No competition with your direct channel - We connect you directly with travel agencies and wholesalers who include you in their curated travel packages.&nbsp;Effortless market penetration - Tell us where you want to expand, and we’ll connect you with the right distributors in those markets.&nbsp;Sounds interesting? Register your property today and start maximising your hotel’s potential with HBX Group!&nbsp;Register your property

How Gruppo UNA Hotels Streamlined Distribution and Boosted Revenue with HBX Group

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