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Travel and hospitality trade shows and conferences remain one of the most effective ways for brands to build visibility and commercial relationships across the industry.For hoteliers and travel brands, these tourism events play a critical role in understanding market shifts, strengthening distribution strategies, and staying competitive in an increasingly complex landscape.With hundreds of hospitality and travel events taking place globally each year, deciding where to invest time and resources in 2026 is more important than ever. This article brings together the most relevant industry events for hoteliers and travel companies looking to showcase their properties, connect with leading distributors, and engage with decision-makers shaping the future of hospitality.  1. Travel & Adventure ShowWhen? From January to AprilWhere? USAWith over 20 years of experience and 125+ produced events, Travel & Adventure Shows connect over 2.1 million travel enthusiasts with over 4,500 travel companies and suppliers worldwide.The series spans nine key gateway cities in the United States, including New York, Los Angeles, San Francisco, Chicago, South Florida, Phoenix, Dallas, Denver, and Washington DC. These tourism events offer travellers the chance to explore the latest holiday destinations, connect with top tour operators and global travel providers, and receive expert travel advice.For hotels and travel agencies, the shows provide a prime opportunity to engage directly with potential prospects, showcase offerings, and build brand awareness. The 2026 edition kicks off on 10th January and runs through to mid-April, offering a season-long platform to attract travellers and generate bookings. 2. Fitur 2026When? 21st – 25th January 2026Where? Madrid, SpainHeld annually in Madrid, the International Tourism Fair (FITUR) is one of the world’s leading travel trade fairs, connecting inbound and outbound markets with a strong focus on Spain and Latin America. The 46th edition is expected to attract over 250,000 attendees from more than 150 countries, offering a global platform for B2B networking, contract negotiations, and tourism investment. This year’s theme, Strategic Agenda for Global Travel Partnerships, centres on resilience, sustainability, and technological innovation, and is aimed at hotel chains, travel agents, tour operators, and travel tech companies.The event will feature dedicated hubs including FITUR Tech, FITUR Know-How & Export, FITUR Sports, and FITUR 4all. Taking place over five days at IFEMA Madrid, spanning 69,000+ m² will welcome over 9,000 exhibitors and 153,000 trade professionals, making it a cornerstone event for the global travel industry. 3. Americas Lodging Investment Summit (ALIS)When? 26th – 28th January 2026Where? Los Angeles, USAEvery year, the United States hosts ALIS, the world’s leading hotel investment conference, focused on capital, development, and ownership decisions across the Americas' lodging market. It brings together around 3,000 senior hospitality executives, investors, lenders, and developers, with one in three delegates holding CEO, owner, or principal-level roles.The agenda covers investment trends, inflation, technology, and shifts in guest expectations. ALIS Law (25th–26th January) focuses on legal and regulatory issues impacting hotel owners and operators, while ALIS Design+ (28th–29th January) explores design and development through an investment lens. All three conferences are organised by the Northstar Group, which supports the development of future hospitality leaders by donating a portion of net proceeds to the education, research, and training initiatives of the American Hotel and Lodging Education Foundation (AH&LEF).If you are a hotelier or a travel company, don’t miss out the direct access to decision-makers shaping the next phase of hotel growth at ALIS. 4. MarketHub Asia by HBX GroupWhen? 3rd – 6th February 2026Where? BaliThis list would not be complete without including our MarketHubs. HBX Group hosts a series of three MarketHub events globally, with MarketHub Asia positioned as the first and most prominent gathering of the year.Now in its fifth edition, the event brings together the Asia travel ecosystem under the theme UNLOCKED, inviting industry leaders to explore how technology, data, and collaboration can unlock growth and turn change into opportunity. To date, it has welcomed over 200 clients and 450 participants across 15 markets, attracting senior decision-makers from hospitality, distribution, and travel technology.Hosted at the cliffside Hilton Bali Resort in Nusa Dua, the four-day event combines strategic insight, high-value networking, and tailored sponsorship opportunities. For travel professionals, MarketHub Asia 2026 is a key forum for insight, partnerships, and business growth. Visit our MarketHub Asia website to learn more about the event, our hosting partners, and sponsorship options.  5. BIT MilanoWhen? 10th - 12th February 2026Where? Milan, ItalyAs one of Europe’s most dynamic tourism marketplaces, Borza Internazionale de Turismo (BIT) brings the global travel industry to Milan each year to exchange ideas, build partnerships, and shape what comes next for travel. The event connects professionals from leisure and business travel, destination marketing, hospitality, and travel technology, offering a strong platform for networking and commercial collaboration.The 2026 edition will spotlight sustainable tourism, digital transformation, and experience-led innovation through a programme of conferences, workshops, and expert panels. Hosted in Milan, a city known for its culture, design, and connectivity, BIT26 provides an engaging setting where business insight and industry momentum come together. 6. BTL (Bolsa de Turismo de Lisboa)When? 25 February - 1st March 2026Where? Lisbon, PortugalBTL is Portugal’s largest travel and tourism event, bringing the entire travel ecosystem together in one vibrant marketplace. Designed to build professional relationships while showcasing destinations and brands, the event attracts more than 1,600 exhibitors and 82,000 visitors, with over 3,000 business meetings scheduled across five days. Beyond its strong B2B focus, BTL offers a wider travel experience, with themed areas covering weddings, cultural and religious travel, wellness, and LGBTQ+ tourism, alongside family-friendly activities and live contests. With more than 600 events and exclusive travel contests and kids activities, BTL blends serious business with discovery, inspiration, and consumer engagement, making it one of Europe’s most dynamic tourism gatherings. 7. ITB Berlin 2026When? 3rd – 5th March 2026Where? Berlin, GermanyEach March, the global travel industry converges at ITB Berlin, widely regarded as the world’s most influential travel expo. Celebrating its 60th anniversary in 2026, the event will place a special spotlight on Angola as host country and run under the theme Leading Tourism into Balance, with a strong focus on sustainability and long-term industry resilience. The three-day business travel event brings together thousands of exhibitors and over 400 expert speakers across segments, including hospitality, destinations, business travel, luxury, adventure, medical tourism, and travel technology. Known for its depth of insight and unmatched networking scale, ITB Berlin remains the place where global travel priorities are debated, partnerships are formed, and the future of tourism takes shape. So, don’t miss out on ITB this year! 8. Gala Vallarta, MexicoWhen? 10th –12th March 2026Where? Puerto Vallarta, MexicoGALA Vallarta has established itself as the most important commercial tourism meeting in the Mexican Pacific and a key platform for strengthening the tourism economy of Puerto Vallarta and its wider metropolitan area. The event brings together wholesale travel agencies, hosted buyers, and leading hotels from the Banderas Bay region, creating a focused environment for commercial exchange and regional growth. Held annually in Puerto Vallarta, GALA plays a central role in connecting international demand with local hospitality supply. For hotels and travel companies operating in or targeting the Mexican Pacific, GALA Vallarta is a strategic opportunity to build partnerships, reinforce market presence, and engage directly with decision-makers shaping inbound travel to the region. 9. World Travel Market (WTM) Africa 2026When? 13th – 15th April 2026Where? Cape Town, South AfricaWTM Africa is the leading B2B travel exhibition dedicated to both inbound and outbound tourism across the African continent. Launched in 2014, the event was created to connect Africa’s travel industry with global markets, providing a focused platform for lead generation, brand building, product launches, and market entry. Each year, more than 6,000 travel professionals attend WTM Africa, including tour operators, travel agents, hoteliers, and destination representatives. With a focus on sustainability, the 2026 edition will also host the Africa Tourism Investment Conference (ATIC) on 14 April, bringing tourism investors and industry leaders together to explore opportunities for sustainable growth. For travel companies looking to engage with Africa’s evolving tourism landscape, WTM Africa remains a key commercial gateway. 10. WTM Latin America 2026When? 14th – 16th April 2026Where? São Paulo, BrazilJust like in Africa, Latin America also has an unmissable event: the WTM Latin America. In 2026, travel and tourism professionals will be heading again to the colourful and lively city of São Paulo, home of this year's event.Building on a strong 2025 edition that welcomed over 32,000 industry professionals and nearly 837 exhibitors, WTM Latin America continues to position itself as the place to do business in the region. For travel companies looking to expand reach, build partnerships, and engage directly with Latin America’s tourism decision-makers, WTM Latin America remains an essential event on the global calendar. 11. MarketHub Europe, MaltaWhen? 21st - 24th April 2026Where? St Julian's, MaltaEurope remains the world’s leading region for international tourism, accounting for nearly 60% of global arrivals, making MarketHub Europe by HBX Group a key meeting point for senior travel decision-makers. Now in its 11th edition with 240 clients and 450 participants, it received a digital reach of over 40,000. Hosted at the InterContinental Malta in St Julian’s, overlooking St George’s Bay, the venue offers over 6,000 square metres of event space and extensive leisure facilities. Under the UNLOCKED theme, the agenda explores how data, technology, and partnership can unlock new value across Europe’s market. Find out more about how MarketHub Europe offers senior access, market insight, and sponsorship opportunities for travel companies and hoteliers. 12. Tianguis Turístico MéxicoWhen? 27th - 30th April, 2026Where? Acapulco, MexicoCelebrating its 50th edition, Tianguis Turístico México has grown into the country’s premier tourism trade event, connecting global buyers and exhibitors with Mexico’s diverse destinations and travel products. The event brings together 1,700 buyers, 3,950 exhibitors from 50 countries, and hosts over 70,000 pre-arranged business meetings, offering a structured platform for networking and deal-making. All 32 Mexican states participate alongside international representatives, highlighting the nation’s rich cultural and natural offerings. With a focus on innovation, sustainability, marketing tech, inclusion, and community, the event provides travel agencies, wholesalers, hotel companies, and DMOs an essential environment for strategic collaborations and to be part of the growth of Mexico’s tourism industry. 13. Arabian Travel Market (ATM ) 2026When? 4th – 7th May 2026Where? DWTC Dubai, UAEArabian Travel Market has been the Middle East’s premier event for inbound and outbound travel, bringing together leisure, luxury, business travel events, and corporate travel under one global platform.  Celebrating over 30 years as a global hub, ATM 2026 is themed Travel 2040: Driving New Frontiers Through Innovation and Technology, spotlighting how AI, AR/VR, fintech, and sustainable solutions are transforming the sector.ATM features dedicated zones such as ATM Travel Tech and the Tech & Innovation Zone, IBTM @ ATM for business events, and the Ultra Luxury Lounge connecting top-tier travel brands with high-net-worth buyers. With 55,000+ professionals from 166 countries, ATM provides unmatched networking, market insight, and opportunities to explore the future of global travel. 14. IPW Greater Fort LauderdaleWhen? 17th - 21st May, 2026Where? Fort Lauderdale, FloridaIPW is the United States’ flagship inbound travel trade show, bringing the world’s travel buyers, tour operators, wholesalers, and media together with over 1,000 U.S. destinations and brands. As an appointment-driven marketplace, it facilitates tens of thousands of pre-scheduled meetings, networking events, and media encounters, generating billions in future travel to the U.S by 'bringing the world to America'.Hosted at the Greater Fort Lauderdale/Broward County Convention Center, IPW 2026 will showcase the full diversity of American travel experiences while connecting international buyers with local tourism leaders. The event is expected to deliver over $14.2 billion in economic impact over the next three years in Fort Lauderdale. For those looking to engage with the U.S. travel market, IPW is the premier platform for high-value connections and business growth. 15. IMEX Frankfurt 2026When? 19th - 21st May 2026Where? Messe Frankfurt, GermanyIBTM World is Europe’s premier trade show for the global meetings, events, and incentive travel industry, bringing together professionals from across the world to connect, learn, and do business. The event offers exhibitors dedicated support to maximise ROI, free lead scanning and messaging tools, and a wide range of sponsorship opportunities for enhanced brand visibility.The last edition welcomed 13,335 participants, 4,466 buyers, 177 press representatives from 24 countries, and 2,900 exhibiting companies representing over 100 nations, with 67,000 meetings booked. IBTM World is where the global business events community comes together, discovers the latest industry innovations, and immerses in new ideas in a single, dynamic setting. 16. MarketHub America, Punta CanaWhen? 23rd – 26th June 2025Where? Punta Cana, Dominican RepublicThe third event in HBX Group’s MarketHub series, MarketHub Americas, serves as the dedicated meeting point for the U.S. and LATAM travel markets. Now in its 14th edition, it attracts owners, CEOs, and senior executives from across the global travel industry, bringing together 330 clients and 450 participants across 16 markets. Hosted in Punta Cana, known for its vibrant culture and welcoming atmosphere, the event blends strategic discussion with destination-led experience. Under the UNLOCKED theme, the programme explores how modern tech and collaboration can unlock growth across the Americas travel ecosystem, providing opportunities for senior networking, partnership building, and commercial impact.You can find more information about this event on our MarketHub Americas website. 17. Business Travel Show (BTS) EuropeWhen? 24th - 25th June 2026Where? London, United KingdomLooking for a place to meet the travel industry's greatest visionaries, disruptors, and innovators? The annual Business Travel Show Europe conference brings together some of the world's leading travel and tourism professionals to share insights through engaging keynote speeches on topics such as sustainable travel, diversity, traveller management, and much more.Taking place at ExCeL London, this two-day trade show combines education, supplier meetings, and networking to bring together the largest gathering of corporate travel managers in Europe.Some usual speakers and attendees include representatives from BTN Group, Virgin Atlantic, Capgemini, Leonardo UK, EY, and Siemens, to name but a few. 18. International Luxury Travel Market (ILTM) Asia PacificWhen? 29th June – 2nd July 2026Where? Marina Bay Sands, SingaporeHosted at the luxurious Marina Bay Sands Hotel, 2026’s ILTM Asia Pacific conference will connect elite travel brands from across the region. More than a luxury travel trade show, this will be an unforgettable event filled with pre-scheduled meetings, educational sessions, and parties.Spanning 4 days, the bespoke tourism show will boast 650 brands in attendance, as well as 650 travel advisors, and 90 editors all face-to-face, sharing invaluable insights. The ILTM Asia Pacific conference is the perfect platform for building new partnerships, reconnecting with old contacts, or simply staying on top of what's happening in the sector. 19. IMEX AmericaWhen? 13th – 15th October 2026Where? Mandalay, Las VegasIMEX America is the largest trade show for the global meetings, events, and incentive travel industry, inviting you to do a year’s worth of business under one roof. Suppliers and buyers from every sector of the meetings industry come together at IMEX, held at Mandalay Bay Resort and Casino, Las Vegas.Our free-to-attend four-day programme offers specialist education, networking , and much more, on and off the trade show floor. Bringing more than 17633 show attendees from the MICE, Corporate, and Leisure sectors, check out this American travel exhibition for greater business deals. 20. ITB Asia 2026When? 21st - 23rd October 2026Where? Marina Bay Sands, SingaporeAnother event that shouldn't be missed is ITB Asia, Asia's Leading Travel Trade Show. This B2B trade show and convention for the travel industry is annually held and features thousands of exhibiting companies from the Asia-Pacific region, Europe, the Americas, Africa, and the Middle East.Today, ITB Asia is Asia’s largest travel trade show, bringing more than 18,500 show attendees from the MICE, Corporate, and Leisure sectors. With more than 1,950 exhibitors at past shows and over 60,000 business meetings, ITB Asia is a pure B2B show with 100% pre-scheduled appointments and 132 countries and territories represented. 21. WTM London 2026When? 3rd – 5th November 2026Where? ExCeL, London, United KingdomOver 46,500 travel professionals from 184 countries attended the 2025 edition of WTM London, generating an estimated £2.2 billion in business deals. Returning for its 46th edition, the event continues to bring together the international leisure travel community, providing a premier platform for networking, deal-making, and insight into the latest trends.Exhibitors at WTM London provide the most comprehensive gathering of organisations wishing to do business in B2B travel and tourism, from destinations to experiences to transportation to accommodation to technology solutions.Held for more than four decades, WTM is widely regarded as one of the most reliable sources for new business contacts, offering hotels, tour operators, and travel brands a trusted environment to grow their network, showcase offerings, and connect with buyers from around the world. 22. IBTM WorldWhen? 17th – 19th November 2026Where? Barcelona, SpainIBTM World is Europe’s leading global trade show for the meetings, events, and travel industry, connecting over 13,000 event professionals with 2,500+ exhibitors, including destinations, hotels, venues, event tech providers, and startups. Designed to help the industry innovate, and grow, the event combines powerful matchmaking and collaborative experiences to create the conditions where business gets done and new ideas take shape.IBTM World offers unparalleled networking, insight into emerging trends, and opportunities to build high-value partnerships. This is the ultimate future-focused platform to connect, learn, and transform your business strategy.The brand visibility you earn by attending these shows, combined with HBX Group’s exposure to 66,000+ travel distributors, is a winning formula to reach a global audience. Not registered with HBX Group yet? List your property and take advantage of a wide range of products and services designed to boost bookings. Register your property Looking to stay ahead in the evolving travel landscape? Download our free 2026 Travel Trends Report, specially curated for hoteliers. With this report you gain insights into emerging traveller preferences, key market opportunities, and practical strategies to attract guests and maximise revenue throughout the year.

Valentine’s Day arrives as a single date on the calendar, yet it consistently delivers outsized value for hotels and travel brands. In 2025, consumers inspired by Cupid spent $25.7 billion on Valentine’s Day, according to the National Retail Federation (NRF), making it one of the highest-spending holidays on record. It is one of those moments when guests are actively looking for experiences, not just a room, and are willing to spend more to make the occasion special. Surveys also show that more than 25% of Valentine’s Day celebrants plan an overnight getaway, putting travel firmly at the centre of the celebration. For hoteliers, this creates a short but powerful booking window. With the right ideas in place, properties can turn romance into revenue. For this reason, here are 18 Valentine’s Day hotel ideas and a few bonus tips to increase occupancy with minimal lead time, ensuring your guests fall truly, madly, deeply in love with you.  1. Design Valentine’s Day-themed hotel roomsThe easiest place to begin is also one of the most effective. Thoughtful Valentine's Day room setup instantly helps guests feel they are somewhere special. Heart-shaped balloons work for families with children, and LED lights or softly scented candles create a warm, intimate atmosphere for couples. Even simple welcome notes, heart cut-outs, and Valentine-themed toiletries in sweet or comforting scents help complete the experience and show guests that every detail has been considered.2. Develop themed contentValentine's Day ideas for hotel marketing often look great on social media, but are ignored on websites, emails, or blogs. Guests notice when the romance carries through your website, emails, and LinkedIn as well. Consistent themed content builds excitement and trust. Build a strong content marketing strategy and use it consistently across all channels: Start with your website: Create a dedicated Valentine’s landing page or section that brings your offers, stories, and blogs together under a clear visual theme. Use specially designed graphics and a consistent colour palette to make it feel intentional and polished. Extend the theme into your newsletters: Curate personalised sections, strong imagery, and tailored messaging before and after the stay. Replicate on social media: Use Instagram, Facebook, TikTok, LinkedIn, and YouTube, all platforms to build a strong and uniform online presence. Plan a photoshoot in advance, use these brand images, strong imagery, and lean into user-generated content with interactive campaigns. 3. Create a special dining experienceFor many couples, Valentine’s Day starts and ends around the table, so arranging special dining experiences is amongst the best hotel ideas for Valentine's. Over 30% of consumers choose to celebrate the occasion by dining out, which makes food and beverage one of the strongest revenue drivers of the holiday. Candlelit dinners continue to hold timeless appeal. Create intimate dining spaces that feel special, whether that means tables under the stars, a private corner with soft lighting, or a scenic spot that showcases your location. Elevate the experience with a bespoke Valentine’s menu, creative dish names, and curated wine pairings. Inviting a popular or local guest chef can add extra excitement and exclusivity. Do not overlook in-room dining. A romantic meal delivered to the room offers privacy and comfort, appealing to couples who prefer a quieter celebration. 4. Increase bookings with special ratesNow that the Valentine’s atmosphere is set, it is time to turn interest into action. Thoughtfully designed offers help guests feel noticed and valued, which often makes the decision to book much easier. Offering Valentine's special hotel deals during a peak holiday can work in your favour when done strategically. Instead of discounting entry-level rooms, promote attractive rates on higher room categories. Travellers see this as an upgrade at great value, which can lift both conversion and average daily rates, especially when paired with romantic add-ons and upselling. Introduce gift vouchers and early-booking packages such as discounted suites with complimentary perks like breakfast, wine, or late checkout. Feature these offers clearly on your website, in email campaigns, and across social channels to keep them front of mind.5. Encourage longer staysValentine’s Day does not have to be a one-night affair. Encourage guests to stay longer by designing multi-day offers that blend the midweek celebration with a relaxed weekend escape. Three, four, or five-night packages give couples more time to unwind and experience everything your property has to offer. Reward loyalty during this period with exclusive perks or added discounts for repeat guests. These gestures make guests feel valued and often tip the booking decision in your favour. Also, many travellers prefer to avoid peak-day crowds, while others cannot travel on the 14th itself. Extend your Valentine’s packages to cover the weekends before and after, and clearly communicate this in your messaging. It broadens your appeal and helps maximise occupancy across the entire week.6. Leverage Galentine's Day to increase opportunityThanks to the popular US television series Parks and Recreation, hoteliers now have an extra moment to celebrate love. Observed on 13th February, Galentine’s Day is all about celebrating friendship, particularly among women. What began as a fictional concept has evolved into a real commercial opportunity for hotels. Create Galentine’s girlfriend getaway packages to encourage friends to celebrate together and extend their stays to observe V-Day with their significant others. From decorating your dining venues to offering a pink-hued afternoon tea to seasonal spa and salon specials to get glam, create Instagram-worthy memories for every Galentine. These shareable, Instagram-ready moments will help your property gain organic visibility while driving incremental revenue. 7. Increase revenue with themed add-onsRather than bundling experiences into a fixed package, you can offer optional extras that guests can select to personalise their stay. Set the mood and offer a variety of themed options. These can include classics like strawberries and champagne, and here are more examples: Room decor: balloons, fresh flowers, and rose petals Dining: breakfast in bed and in-room candlelit dinner Entertainment: board games and film rentals Mood setters: sheet masks and nail polishes for girlfriend getaways, candles and massage oil for couples, and bath bombs and face masks for solo travellers Treats: candy, chocolates, champagne, and fruit Classes: Chef-led cooking class, mixologist-led cocktail class, sommelier-led wine tasting Unique activities: Tandem bicycle tour, couples yoga class or massage class, sunset helicopter ride, personal serenade, and private dining Valentine's Day gifts from local artisans and jewellers By offering these optional add-ons, hotels give guests the freedom to tailor their experience, while encouraging upselling, higher spend, and more memorable Valentine’s stays. These extras can be promoted using a direct booking engine like Roiback (part of HBX Group) with its exclusive Experiences Module, where hotels can bundle rooms, add-ons, and experiences effortlessly.How does this help you?Leverage your website: Visibility of experiences across your website and booking flow. Date-based experiences: Options for guests to book for specific dates so rooms are automatically blocked and vouchers are issued. Gift experiences: Prepaid experiences without fixed dates, perfect for Valentine’s surprises; vouchers sent to both buyer and recipient.As you know, seamless bundling of rooms, add-ons, and experiences enhances direct bookings.For example, Blau Hotels and Resorts utilise Roiback to manage and sell its wide range of offerings at Blau Punta Reina, Mallorca. This 90,000 m² resort bundles experiences like spa treatments, family activities, and dining options through Roiback and offers guests tailored packages that are easy to book, fully organised, and instantly enjoyable. 8. Create themed packagesIf not add-ons, the next idea is to create special Valentine's Day hotel packages. Pair the themed rooms with romantic views, candlelit dinners, couple activities, or private tours that turn a short stay into a shared memory. Promote these packages well in advance and make the savings and exclusivity obvious. When guests can clearly see what is included, they are far more likely to commit, and package bookings often lead to longer stays and fewer cancellations. You can bundle experiences such as breakfast in bed, spa access, room decor, babysitting, yoga or pottery sessions, city tours, hiking, or even surprise proposals with bespoke cakes, live music, or private chefs. Limited editions, like a “Proposal Perfect” packages add extra appeal. This is where tools like the Roiback's Experiences module fit in naturally again. It allows hotels to bundle and sell experiences seamlessly throughout the direct booking journey. Guests can discover experiences on a dedicated website page or directly within availability search results, and you can surface them again in confirmation messages, upselling emails, and pre-arrival communications.9. Increase occupancy with inclusivityValentine’s Day means different things to different guests. Romance is not one-size-fits-all, and your hotel should reflect that. Create inclusive packages and experiences that welcome every type of traveller. Design tailored offers for senior couples, newlyweds, Gen Z, LGBTQ+ travellers, friends, bromances, families, and pet-friendly stays. Develop kids' activities for couples travelling with kids and create welcoming spaces for big families. Position your property as a place where everyone feels seen and welcome. Use thoughtful messaging through your website, emails, and social channels to highlight this variety and show how flexible and versatile your experiences can be.10. Think about singles, tooValentine’s season is also about self-love and care, and singles are a powerful audience. In fact, 62% of 16–34-year-olds buy something for themselves around Valentine’s Day. Create self-care focused packages such as spa retreats, pet-friendly spaces, wellness stays, nature walks, or guided hikes. Design welcoming social spaces like a singles-friendly bar or communal dining area where guests can relax without pressure. By showing singles that they are valued, you create positive experiences that build loyalty and encourage repeat visits long after Valentine’s Day ends. 11. Showcase your unique selling proposition (USP) with social mediaWhat makes your property unique? Is it the location or the nearby points of interest? Is it modern architecture or a heritage building? How about the amenities? If you run a mountain retreat, highlight guided hikes, forest walks, or stargazing. If you are a beach property, lean into sunrise walks, private beachfront dining, or yoga by the sea. Add wellness-led experiences to attract health-conscious guests. By blending your setting, signature offerings, and guest preferences, you can tailor experiences, carve out a clear niche, and communicate it clearly on social channels:Here’s how to do it:Share romantic experiences on Instagram and TikTok, from candlelit dinners and spa moments to bespoke room details that guests will remember. Use short-form video and behind-the-scenes content to give prospective guests a taste of what to expect. Eg: a quick reel of the Valentine’s setup, or staff preparing special touches brings authenticity and excitement. Feature guest testimonials and user-generated content from past Valentine’s stays. Real voices and images build trust and help potential guests imagine themselves in those moments. Highlight your limited-time Valentine’s packages with eye-catching posts, countdowns, and clear calls to action. By communicating your USPs in ways that feel genuine and visually appealing, you can draw attention, spark interest, and encourage bookings from travellers looking for a truly memorable Valentine’s experience.12. Get more guests by going localSuch holidays are a timely motivation to look beyond your property and partner with local restaurants, bars, and shops doing innovative things. Partner with local restaurants, bars, artists, and independent brands to create local experiences guests cannot book anywhere else. Include special meals created entirely from local produce, using this as an opportunity to highlight your sustainability efforts and appeal to increasingly eco-conscious travellers. Candle making or pottery workshops with local artists, chocolate or wine tastings with nearby producers, or unique fitness sessions such as paddleboard yoga or bungee fitness hosted on the property. These collaborations add depth to your Valentine’s offering and support the local community at the same time.13. Make a memorable stay with personalisationValentine’s Day is the ideal time to show guests that you truly know them. Use the guest data you already have. If it is a return stay, birthday month, or even an anniversary year, turn it into something memorable. Try these personalisations: Personalised communications: Pre- and post-stay emails, handwritten notes with recommendations, or welcome messages tailored to the guest. In-room touches: Minibar stocked with favourite refreshments, room setup aligned with preferences, in-room treats, festive hampers, or customised music. Special gestures: Candies with guests’ names at check-in or turndown, complimentary champagne, chocolate-covered strawberries, or bonus loyalty points. Flexible experiences: Early or late check-out, spa timings, or dining options personalised to the guest. These thoughtful touches not only delight guests during their stay but also encourage repeat visits, positive reviews, and long-term loyalty.14. Invest in meaningful collaborationsBy working with the right local partners, you can add depth, credibility, and excitement to your Valentine’s programme while supporting the local economy. Local Artists: Collaborate with local artists, musicians, DJs, or performers to host live music nights, intimate concerts, poetry readings, or salsa and ballroom dance evenings. Many boutique hotels successfully collaborate with regional DJs or acoustic artists to create relaxed, romantic atmospheres that feel exclusive but effortless. Wellness and Lifestyle Experts: Collaborate with yoga instructors, meditation coaches, or wellness practitioners to offer couples’ yoga, breathwork sessions, or guided relaxation. Luxury and resort hotels increasingly work with independent wellness trainers to deliver short, bookable experiences that align with the growing demand for mindful travel. Celebrity Chefs: Bring in guest chefs, pastry artists, chocolatiers, or mixologists for tasting menus, chocolate-pairing sessions, or cocktail workshops. Hotels often partner with well-known local chefs or artisan brands to elevate dining without permanently changing their F&B operations. Experience-led partnerships: Work with florists, photographers, or proposal planners to create surprise moments such as room styling, professional photo sessions, or curated proposal experiences. These collaborations are highly shareable, encourage social content, and often lead to higher on-property spend. Influencers: Partner with travel and lifestyle influencers to showcase your Valentine’s offerings. Highlight romantic rooms, special dinners, or unique experiences. Influencer content increases reach, builds trust, and drives bookings from targeted audiences.15. Streamline operations with technologyNo matter how much you prepare, smooth operations on the day, defines how memorable Valentine’s experience is for guests. Use modern tech to coordinate housekeeping, dining, and guest services during high-demand periods. Efficient internal tech ensures timely service, reduces delays, and keeps guests delighted. During Valentine’s week, smooth operations directly influence satisfaction, reviews, and repeat bookings.  16. Use targeted marketingShow, not just tell, why your hotel is perfect for Valentine’s Day. Start by identifying who you want to reach, whether that is couples, families, loyal guests, returning visitors, or new audiences. Once your segments are clear, tailor campaigns across the right channels with messaging, offers, and visuals that speak directly to their needs and motivations. Targeted marketing ensures your Valentine’s offers reach the right guests at the right time, increasing relevance and conversion.17. Lead with compelling storytellingStrong storytelling brings your Valentine’s experience to life. From romantic moments and beautifully styled rooms to behind-the-scenes preparation, these details help travellers imagine themselves at your property. Don’t forget to tell your story with purpose. Emotional, authentic stories build connection and trust, turning inspiration into bookings. Supported by targeted ad placements and expert-led digital campaigns, your story appears where travel decisions are made, maximising visibility and attracting high-value guests. Utilise our Marketing Suite to place your brand where travel decisions are made, combining targeted ad placements and expert-led digital campaigns to maximise visibility, drive bookings, and convert high-value travel segments.18. Promote your property as the presentBring everything together to create a Valentine gift your guests simply cannot ignore. Combine your unique selling points, Valentine’s room decor, curated experiences, and special packages into one clear, compelling proposition. Tailor these offers to your key audiences and add flexible options like experiences, add-ons, or upgrades. Promote gift cards and vouchers as effortless yet meaningful presents, with extras such as complimentary breakfast or resort credit. By positioning your hotel as the complete Valentine’s experience, you drive bookings now and encourage stays beyond the day itself. Let HBX Group be part of your Valentine’s storyValentine’s Day is about connection, and that is exactly where HBX Group comes in. By working with HBX Group, your property gains year-round visibility across a global travel ecosystem of over 60,000 partners, including travel agents, tour operators, airlines, and distribution platforms. This means access to high-value travellers, often booking from long-haul markets, staying longer, and spending more on experiences. You will also be considered for timely, relevant hotel marketing campaigns throughout the year, not just Valentine’s Day. Already partnered with HBX Group? Make the most of it by using the Partner Portal to manage inventory, update content, adjust rates, and stay ready for every high-demand moment. Register your property

Unlock insights into Generation Z’s attitudes towards hyper-personalisation in travel with this exclusive white paper, created in partnership with NYU.As the fastest-growing consumer group and future high spenders, understanding Gen Z's travel preferences is essential for travel brands aiming to stay competitive. This report explores how this crucial demographic perceives personalised travel recommendations, their travel habits, and the channels they use or avoid for inspiration.Discover key insights to Generation Z's travel habits, including:How Gen Z views personalised travel suggestions across digital platformsTheir unique travel behaviours and decision-making processesStrategic recommendations to turn their expectations into actionable strategiesDownload your free copy today and equip your business with the knowledge to effectively engage this influential demographic.

Stay ahead of what guests will expect nextTraveller behaviour is evolving faster than ever. For hoteliers, understanding the trends shaping 2026 is no longer optional — it’s essential to remain relevant, competitive, and profitable.New motivations, new travel habits, and rising expectations are redefining what makes a hotel stand out… or fall behind. What will you discover in the Travel Trends Report 2026?This exclusive report for hoteliers explores the key forces already transforming hospitality, including: Hotels as the destination, where the stay itself becomes the main reason to travel Fandom-, event- and culture-led travel, from concerts to pop culture experiences The rise of creativity, play and immersive experiences as demand drivers New approaches to wellness, social connection and multigenerational travel A growing desire for local, authentic experiences that truly benefit communities You’ll also find practical insights and recommendations to help you turn these trends into real opportunities for your property. The Travel Trend Report 2026 for hoteliers is completely free. Simply click below to access the full report. Download your copy