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The 22 Most Influential Travel Trade Shows for Hoteliers 

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.&nbsp;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.&nbsp;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.&nbsp;&nbsp;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.&nbsp;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.&nbsp;Build a strong content marketing strategy and use it consistently across all channels:&nbsp;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.&nbsp;Extend the theme into your newsletters: Curate personalised sections, strong imagery, and tailored messaging before and after the stay.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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:&nbsp;Room decor: balloons, fresh flowers, and rose petals&nbsp;Dining: breakfast in bed and in-room candlelit dinner&nbsp;Entertainment: board games and film rentals&nbsp;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&nbsp;Treats: candy, chocolates, champagne, and fruit&nbsp;Classes: Chef-led cooking class, mixologist-led cocktail class, sommelier-led wine tasting&nbsp;Unique activities: Tandem bicycle tour, couples yoga class or massage class, sunset helicopter ride, personal serenade, and private dining&nbsp;Valentine's Day gifts from local artisans and jewellers&nbsp;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.&nbsp;Date-based experiences: Options for guests to book for specific dates so rooms are automatically blocked and vouchers are issued.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;By showing singles that they are valued, you create positive experiences that build loyalty and encourage repeat visits long after Valentine’s Day ends.&nbsp;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?&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;Highlight your limited-time Valentine’s packages with eye-catching posts, countdowns, and clear calls to action.&nbsp;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.&nbsp;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:&nbsp;Personalised communications: Pre- and post-stay emails, handwritten notes with recommendations, or welcome messages tailored to the guest.&nbsp;In-room touches: Minibar stocked with favourite refreshments, room setup aligned with preferences, in-room treats, festive hampers, or customised music.&nbsp;Special gestures: Candies with guests’ names at check-in or turndown, complimentary champagne, chocolate-covered strawberries, or bonus loyalty points.&nbsp;Flexible experiences: Early or late check-out, spa timings, or dining options personalised to the guest.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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&amp;B operations.&nbsp;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.&nbsp;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.&nbsp;&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;Register your property

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18 Valentine's Day Hotel Ideas to Boost Occupancy

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.

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Generation Z & the Future of Personalised Travel Experience

[WHITE PAPER] Generation Z and the Future of Personalised Travel Experience

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.&nbsp;What will you discover in the Travel Trends Report 2026?This exclusive report for hoteliers explores the key forces already transforming hospitality, including:&nbsp;Hotels as the destination, where the stay itself becomes the main reason to travel&nbsp;Fandom-, event- and culture-led travel, from concerts to pop culture experiences&nbsp;The rise of creativity, play and immersive experiences as demand drivers&nbsp;New approaches to wellness, social connection and multigenerational travel&nbsp;A growing desire for local, authentic experiences that truly benefit communities&nbsp;You’ll also find practical insights and recommendations to help you turn these trends into real opportunities for your property.&nbsp;The Travel Trend Report 2026 for hoteliers is completely free. Simply click below to access the full report.&nbsp;Download your copy

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[REPORT] Hotelier Travel Trends 2026: Redefining the Hospitality Landscape

Which are the top travel trends for 2026 - and what do they mean for the B2B travel ecosystem?&nbsp;‘Me-mooning’. Wellness breaks. The digital detox. If 2025’s prevalent travel preferences could be distilled into one word, ‘mindful’ might fit the bill – perhaps even ‘minimalistic’.But for 2026, maximalism is back with a bang.From spending splurges to pop culture quests, the year ahead will see travellers seize the day across all manner of trips: think luxury stays, cross-continental collectable chases, and creative escapes where passion takes centre stage.For many, subtlety is so yesterday…but the traveller of today is not a monolith. For some, respite will remain top of mind; for others, authenticity is the hallmark of a truly great adventure.Meeting the expectations of an increasingly divergent customer base is a challenge that today’s travel players must face. With this report, we aim to equip you with the insights you need to craft unforgettable experiences – no matter which part of the travel industry you’re in.&nbsp;What to expect in HBX Group's Travel Trend Report:The seven global travel trends shaping tourism in 2026, and what this means for the entire travel ecosystem - discover tips for hoteliers, advice for travel agents, and practical guidance for airlines, mobility &amp; experience providers and more.The hot topics influencing the travel industry, from the advent of artifical intelligence to smart brand partnerships and the role of social mediaThe enduring trends travel players can't afford to miss, including sustainable tourism, coolcationing and multi-gen escapes.&nbsp;Get to grips with traveller motivations and booking opportunities in 2026 - download your free copy now.&nbsp;

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Travel Trends 2026 - ecosystem

[REPORT] Travel Trends 2026 - 7 Top Predictions for Travel Professionals

The days of a one-size-fits-all marketing approach in hospitality are long gone. Today’s travellers are more informed, more connected, and more demanding than ever before.&nbsp;Research from McKinsey &amp; Company shows that 71% of consumers now expect personalised experiences, and 76% feel disappointed when they don’t receive them. But hotel personalisation is only part of the picture.&nbsp;To truly stand out, hotels need to understand who their ideal guests are, what motivates them, and how to reach them. This is where hotel market segmentation comes into play.&nbsp;In this article, we’ll explore what guest segmentation really means for hoteliers and the tangible benefits it brings. If you’re already applying segmentation, this guide will help sharpen your strategy. If you’re not, now is the time to start—because you are lagging behind!&nbsp;What is strategic hotel segmentation?As Patrick Torres, Vice President MEAPAC at HBX Group, explains: ‘Segmentation really is dividing broader markets into smaller sub-groups, characterised by elements such as demographics, geographics, behaviours and preferences.’&nbsp;When applied effectively, segmentation empowers hoteliers to adopt marketing and pricing strategies for each market segment. Patrick adds: ‘It’s fantastic when you see a hotel catering to 100% corporate guests during the week, and then transforming to serve leisure travellers at the weekend. These are the things hotels are constantly looking to do.’&nbsp;Segmentation, however, goes far beyond simple categories such as ‘male vs female’ or ‘domestic vs international.’ It is an ongoing process due to the following key factors that make segmentation more critical than ever:&nbsp;Rising consumer expectations: Travellers now demand personalised services shaped by technology, AI, and social media.&nbsp;&nbsp;Globalisation: With audiences more connected, they are inspired to follow trends, and are no longer price-driven. As Torres notes: ‘We [as travellers] are looking for experiences, not discounts because time is precious, and if we need to pay for it, we will.’&nbsp;External Situations: Fluctuations in the global economy (like the pandemic) directly influence travel and spending behaviour.&nbsp;Sustainability and ethics: Gen Z and millennials, in particular, are making choices based on social responsibility.&nbsp;&nbsp;Intensifying competition: With platforms like Airbnb, hotels find it hard to differentiate.&nbsp;Segmentation factors hotels focus onTo truly understand and serve your guests, hotels typically look at four categories:&nbsp;Demographics: Age, gender, income, and education levels all influence travel choices. A budget-friendly millennial traveller has different expectations from a retired luxury couple.&nbsp;Geographics: Where your guests come from, their travel distance, and their habitual destinations all shape their preferences.&nbsp;&nbsp;Psychographics: Lifestyle and personal values dictate our choices. Eco-conscious travellers value sustainability add-ons, while luxury seekers prioritise exclusivity.&nbsp;&nbsp;Behavioural: Analysing booking patterns, length of stay, loyalty preferences, and purpose of travel helps us understand travel motivation.&nbsp;This is how hyper-specific segmentation can get. By identifying and adapting to these needs, you can define your own niche.&nbsp;Benefits of effective segmentationAccording to McKinsey, companies that grow faster generate 40% more of their revenue from personalisation, compared to slower-growing counterparts. For hotels, this illustrates just how powerful segmentation can be when applied strategically. Some key benefits include:&nbsp;Personalised experiences: By breaking your guest base into distinct groups, you can offer tailored services that make guests feel understood and valued.&nbsp;Revenue growth: Identifying untapped segments and guests with longer average stays allows you to increase occupancy, reduce turnover costs, and boost hotel profitability.&nbsp;Smarter pricing strategies: You uncover the value different guest groups bring, so you make more informed and competitive pricing decisions.&nbsp;Segment-based optimised marketing: When you focus your budget on the channels and campaigns that truly resonate with your highest-value segments, you get high ROI.&nbsp;&nbsp;Operational efficiency: Segmentation can guide resource allocation across staffing, housekeeping, and amenities, lowering costs.&nbsp;Competitive advantage: When you know your niche audience, you can meet their evolving expectations better than competitors.&nbsp;How to implement segmentation strategies?Patrick Torres highlights the importance of a strong tech foundation: ‘Make sure you have the right CRM and PMS system and that they integrate with each other.’ Steps to put segmentation into practice include:&nbsp;Collect and analyse guest data: Draw insights from every touchpoint: reviews across platforms, guest exit surveys, and Google Analytics. Track how guests book, what they order, and how they behave during their stay.&nbsp;Leverage distribution channel data: Regularly monitor performance across key channels: walk-ins, OTA, website, GDS or travel agents.&nbsp;Develop guest profiles: Consolidate your insights into clear profiles that capture who your guests are, what they value, and how they book.&nbsp;&nbsp;Measure profitability by segment: Go beyond ADR and evaluate the exact value of each segment based on cost of acquisition, ancillary revenue and other experiences. Look at length of stay and operational impact.&nbsp;Create actionable segments: As Torres notes: ‘The second key thing is how you create these segments. It’s about balancing granularity with simplicity – maintaining actionable segments that resonate with your product.’ For example, instead of simply targeting female travellers, consider focusing on mum travellers.&nbsp;Design tailored packages and promotions: Adapt your promotions accordingly. Adventure seekers may respond to hike+yoga packages, while sustainable travellers may look for farm + dining experiences.&nbsp;Apply targeted hotel marketing and hotel distribution: Use the right OTAs, channel managers, and marketing platforms to reach each segment where they are most active.&nbsp;How to overcome hotel segmentation challengesSegmentation is not easy, it comes with its fair share of challenges. Patrick Torres advises: ‘Start small and scale slowly. Begin with a few key segments and then expand gradually. Focus on the markets with the highest return. Explain the ROI internally and foster a data-driven organisation.’&nbsp;Data protection and compliance: Be transparent about how you collect and use guest data. Invest in robust data security technology and ensure full compliance with local and international regulations.&nbsp;Technology investment: Smart and advanced hotel management systems, from integrated CRMs and PMSs to advanced channel managers are critical to unlocking the full potential of segmentation.&nbsp;Evolving travel trends: Guest expectations are constantly shifting, from the rise of Gen Z travellers to the growing demand for sustainable experiences. Regularly review and adapt your segmentation strategy.&nbsp;Cross-department alignment: Segmentation impacts decisions across operations, sales, revenue and your marketing departments. Provide training for your teams, ensure proper system integration, and embed segmentation into your hotel’s culture.&nbsp;The future of hotel segmentationThese are the factors that will define the future of segmentation:&nbsp;AI and machine learning: Automating routine tasks, so teams focus on magical human-guest interactions.&nbsp;Predictive analytics: Anticipating demand and traveller behaviour for smarter dynamic pricing and targeted offers.&nbsp;Sustainability: Important for Gen Z and millennials; eco-friendly practices are now a key decision factor.&nbsp;Ethical Data Usage: Guest privacy and transparency will be non-negotiable.&nbsp;Smart Hospitality: Hyper-personalised in-room and on-property experiences powered by AI.&nbsp;Now is the time to review your current approach. Are you aligning your operations with the segments that truly drive value?&nbsp;And if you want to better understand your audience and boost performance? HBX Group is here to help you make smarter, data-driven decisions. Get in touch with us today to start segmenting more strategically.&nbsp;Register your property&nbsp;

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Why Strategic Hotel Segmentation Matters Now More Than Ever

If, three decades ago, someone had predicted that the newly born generation would account for 40% of the global consumers and that appealing to them would become a core objective of hotel marketing strategies, it might have been difficult to believe.&nbsp;Yet today, this is a reality.&nbsp;Not only are Gen Z travellers reshaping demand today, but together with Millennials, they are projected to represent 83% of hotel guests by 2030, according to LG Business Solutions.&nbsp;For hoteliers, this demographic shift brings both challenges and opportunities. Gen Z travellers are not driven by traditional loyalty, but by authenticity, digital fluency, and values-led experiences. For them, travel is an expression of identity and a means of self reflection.&nbsp;This article provides practical guidance on how hoteliers can adapt to Gen Z travel trends while highlighting how HBX Group can support you in staying competitive in this evolving landscape.&nbsp;Why are so many Gen Z travelling?Born between 1997 and 2012, Generation Z represents the first true cohort of digital natives—a generation raised with smartphones, social media, and instant access to global information.&nbsp;Already accounting for 30% of the global population and around 40% of world consumption (as per Brittany Ferries), travel is one of their top priorities.&nbsp;Gen Z travellers are adventurous, curious, and values-driven. The European Travel Commission highlights that younger travellers are more likely to explore lesser-known destinations, return repeatedly to places they connect with, and contribute to local communities.&nbsp;They are drawn to experiential travel, where cultural immersion, authentic local experiences, and sustainability intersect.These facts show that for Gen Z, travel is more than holidays. It is a meaningful time spent on self-discovery, identity, and well-being.&nbsp;According to Brittany Ferries, 93% of Gen Z agree that travel experiences positively impact their mental health. Notably, 84% would prefer having a holiday over purchasing a new luxury item as per American Express, proving that experiences outweigh possessions.&nbsp;As the most digitally connected generation, Gen Z travellers research and book trips primarily through social media, reviews, influencers, and mobile-first platforms. Personalised content, AI-driven recommendations, and fintech-enabled flexibility strongly influence their decisions.&nbsp;As a hotelier, these traits should not be seen as just another set of traveller habits, but as critical signals to adapt your offerings. Major hotel revenue lies in meeting these evolving preferences.According to American Express, 74% of Gen Z plan to take 1–3 domestic trips in 2025, while 59% intend to travel internationally at least once during the same year.&nbsp;With an estimated $143 billion in direct spending power, Gen Z are not only frequent travellers but also high-value guests ready to engage with hotels that align with their choices and expectations.&nbsp;Hotel marketing strategies to attract Gen ZTo appeal to the Gen Z travellers, think and act like them. ‘For hoteliers, this means redefining travel marketing strategies. Segment products by experiences such as wellness, adventure, and sleep tourism, while showcasing accountability and authentic brand values,’ states Javier Cabrerizo Postigo, Chief Strategy &amp; Transformation Officer at HBX Group.Become tech-savvyGen Z are the first true digital natives, and technology is embedded into their travel expectations.&nbsp;What Gen Z wants from hotels is tech-driven convenience. Many are already engaging with AI and automation: 21% have used chatbots for trip planning, and they expect wait-free service during their stays.&nbsp;Actionable steps for hoteliers:&nbsp;Introduce service robots for fast, discreet, and 24/7 in-room deliveries.&nbsp;Offer digital concierge services powered by AI for personalised itineraries.&nbsp;Provide seamless connectivity for streaming platforms, gaming, or entertainment—Gen Z values the ability to personalise their downtime.&nbsp;Communicate these upgrades across your marketing to strengthen your property’s digital identity.&nbsp;Be where Gen Z travellers areThe first time a Gen Z traveller sees your hotel is mostly on a smartphone. Around 80% of Gen Z travellers use their smartphones to research and book trips (Brittany Ferries).Short-form video dominates their planning behaviour: 70% use TikTok as a trip-planning tool, and they trust in online reviews more than traditional advertising.&nbsp;Actionable steps for hoteliers:&nbsp;Design your websites aesthetically for fast loading on mobile phones.&nbsp;Share authentic stories through TikTok, Instagram Reels, or YouTube Shorts.&nbsp;Highlight your CSR practices prominently to connect with them.&nbsp;Use AI-driven automation/chatbots to recommend personalised itineraries.&nbsp;Actively collect and showcase guest reviews across digital platforms, making them visible during the booking journey.Gain their trust on social networksGen Z identifies strongly with travel, and they enjoy posting on social platforms to boast their experiences as part of their identity.&nbsp;Apart from online reviews, influencers play a central role in shaping their travel decisions. In fact, 45% of Gen Z trust travel recommendations from influencers, according to Perk.&nbsp;Actionable steps for hoteliers:&nbsp;Collaborate with micro-influencers to create real-time content during their stay.&nbsp;Encourage user-generated content by designing “Instagrammable” spaces: rooftop views, elegant dining areas, or quirky photo booths.&nbsp;Run interactive campaigns such as challenges, polls, or giveaways to engage Gen Z on their favourite platforms.&nbsp;Show them you care with personalised offeringsGen Z travellers are demanding—they want unique, flexible, and values-based experiences.&nbsp;According to HotelMize, 38% of Gen Z travellers consider a unique experience the most important element of a great holidays.&nbsp;Similarly, 61% prioritise wellness on their trips, and 70% actively seek off-the-beaten-path experiences.&nbsp;Actionable steps for hoteliers:&nbsp;Provide flexible booking policies and non-traditional schedules, such as late breakfasts, all-day dining options or contactless check-ins.&nbsp;Curate experiences rooted in local culture with language-friendly services, guided community activities, and cultural immersion.&nbsp;Embrace multi-generational travel trends: 58% of Millennials and Gen Z parents plan to bring extended family on holidays in 2025, as per American Express.&nbsp;Offer remote work–friendly spaces and 'bleisure' packages that combine productivity with pleasure.&nbsp;Embrace sustainable practices such as EV charging stations, solar-powered energy, locally sourced food etc. Gen Z are more likely than other age groups to consider sustainable travel options, with 56% saying they'd want to stay in green or eco-friendly accommodations (Expedia Group), electric vehicle charging stations&nbsp;Get on the current travel trends and adapt to wellness tourism, adventure tourism, and sleep tourism. Self-care is a significant focus for Gen Z travellers, with 61% prioritising travel plans that include wellness experiences.&nbsp;Use AI-driven automation to personalise upsell offers, such as a sunset cruise for couples or yoga sessions for adventure travellers.We can help you attract Gen ZTraditional marketing channels are fragmented, and many internal teams lack the time or expertise to manage complex campaigns.&nbsp;HBX Group provides a full-service marketing solution that simplifies strategy, execution, and reporting, delivering instant visibility with zero setup.&nbsp;By partnering with HBX Group, you gain:&nbsp;Global distribution reach: Access c.60,000+ travel distributors, including 50,000 travel agencies and 3,500 tour operators.&nbsp;Trusted network: Join over 250,000 hotels already working with us across 190+ source markets.Opaque channels: Reach high-value customers without affecting your direct sales channel.&nbsp;Local market expertise: 1,400+ market-based specialists act as an extension of your sales team, influencing how distributors promote your property.&nbsp;Gen Z-focused solutions: Tailored campaigns designed for socially driven and experience-led travellers all around the globe.&nbsp;Partner with HBX Group to strengthen Gen Z trust in your brand and grow your Gen Z bookings for long-term success.&nbsp;Register your property

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4 Smart Tactics Hotels Can Use to Attract Gen Z Travellers

As the year winds down, there's one night that stands out on every hotelier's calendar – New Year's Eve.&nbsp;This is a golden opportunity for your hotel to turn this celebration into a revenue-generating event.&nbsp;&nbsp;In this article, we delve into the significance of New Year's Eve for hotels, offering insights on how to craft unforgettable experiences for your guests. From themed packages to irresistible dinners and marketing tips, we've got your New Year's Eve covered.Why is this night special for hoteliers?While the Christmas season already brings joy and an increase in bookings, New Year's Eve stands out as a key night for creating memorable experiences and boosting revenue. This event attracts not only hotel guests but also individuals seeking an unforgettable way to bid farewell to the year.&nbsp;Guests often extend their stay for 2 or 3 nights, choosing the convenience of enjoying the festivities without the hassle of preparing meals. Renowned chefs, gala dinners, fireworks, and open bars are just a few reasons why more people opt to spend New Year's Eve in a hotel, seeking a unique experience.&nbsp;Celebrating in a hotel provides ample space for large family gatherings or groups of friends, enhancing the sense of community and festivity.What can you do to make the most of it?Special offers for New Year's EveBy strategically designing offers that cater to different preferences, hoteliers can maximise bookings and create a diverse and vibrant New Year's Eve celebration at their establishments. Check out some ideas for creating the most attractive packages.&nbsp;Early Bird Specials: Create a sense of urgency and entice early bookings by offering special discounts for guests who confirm their New Year's Eve dinner reservations well in advance. This not only ensures a committed guest base but also provides an initial boost to bookings.&nbsp;Exclusive Access Passes: Introduce exclusive access passes that include premium benefits such as a reserved table in a prime location, priority service, and free champagne. This caters to guests seeking a VIP experience and adds a touch of luxury to the celebration.&nbsp;Group Discounts: Encourage group bookings by offering attractive discounts for larger parties. This is especially appealing for families and friends planning to celebrate New Year's Eve together, providing an incentive to choose your hotel.&nbsp;Flexible Seating Options: Cater to different preferences by offering flexible seating options. Allow guests to choose between intimate private tables, communal dining for a social atmosphere, or even outdoor dining options.&nbsp;Join our New Year's Eve campaignAmong HBX Group's global marketing initiatives, our New Year's Eve campaign is one of the most successful, along with our Black Friday promotions. This is a great opportunity for property owners to increase their visibility in our network, which includes c. 60,000 distributors, like travel agencies, airlines, bank institutions, tour operators, and more.&nbsp;&nbsp;We discussed earlier in this article that New Year's Eve is one of the key periods in the year when hotel room demand is high. HBX Group plays a crucial role here by offering the best hotels to our wide network of travel distributors.&nbsp;&nbsp;And how do we do it? We implement a wide range of promotional actions, including mass email campaigns, banner placement on our booking engines, the creation of dedicated landing pages, and promotion on social media, among other initiatives. This way, we reach a global audience eager to benefit from this highly beneficial campaign. Here are all the details you need to know:&nbsp;The booking window for travel distributors will be from 30th December 2025 to 9th February 2026.&nbsp;As for the travel window, customers will be able to travel between 30th December 2025 and 31st December 2026. &nbsp;&nbsp;If your property is already registered with HBX Group, you will receive detailed information via email about the campaign. If you haven’t registered yet, join us by simply clicking on the link below. Once the form is completed, we will contact you to guide you through the onboarding process, so you can start distributing your rooms as soon as possible.&nbsp;&nbsp;Register your property&nbsp;Now is the time to offer the best conditions to attract high-value guests, as many plan their trips in advance during this period. Ready to make a great start to the new year?&nbsp;&nbsp;Hotel New Year's Eve PackagesApart from offering special promotions for this event, you should consider crafting original, enticing packages to attract more bookings. Themed packages can serve well for this purpose, and here you can get some ideas.&nbsp;Classic New Year's Eve Package: One-night accommodation, gourmet dinner at the hotel's restaurant, access to the New Year's Eve countdown party, a midnight champagne toast, and late check-out on New Year's Day.&nbsp;VIP Luxury Package: Including a luxurious suite, a private dinner in-room or at the hotel's restaurant, exclusive VIP party access and a free champagne bottle, spa treatments and a couples' massage on New Year's Day.&nbsp;Family Fun Package: Create family-friendly packages with special children's menus and entertainment suitable for all ages. This ensures that families feel welcome and comfortable celebrating New Year's Eve at your hotel. Also, provide them with the option to book connecting rooms.&nbsp;Adventure and Outdoor Package: If the weather is good and your property has the facilities, you can offer accommodations in cosy cabins or glamping tents, and a special outdoor New Year's Eve dinner.&nbsp;Themed Party Package: Specially designed for groups of friends, you can offer a themed New Year's Eve party with costumes (e.g., The Great Gatsby, a masquerade ball), live entertainment, and special cocktails, and a themed brunch or breakfast the following day.&nbsp;Wellness and Detox Package: Following this travel trend, you can cater to travellers looking for a relaxing farewell to 2024 by offering yoga sessions, a detox-focused dinner for New Year's Eve, spa access, and guided nature walks on New Year's Day.&nbsp;Leverage add-ons like spa services, champagne in-room, and late check-out for additional revenue. Utilise the Christmas season to sell restaurant and spa services, targeting guests who have already booked for the holiday season.&nbsp;Ideas For New Year’s Eve Dinner at Your HotelIn order to increase bookings for the dinner, you can go the extra mile and come up with original proposals.&nbsp;For example, you can create a ‘global feast experience’ by offering a New Year's Eve dinner with a selection of dishes from around the world. Also, a fusion-themed menu can be innovative and exceed your clients' expectations, such as an Italian-Japanese fusion menu, which is trendy nowadays.&nbsp;Another good idea would be to embrace the ‘farm-to-table’ concept for this special dinner by featuring locally sourced and seasonal ingredients. You could collaborate with nearby farmers to create a sustainable and environmentally conscious dining experience.&nbsp;Creating a 'photocall' is always a fantastic way to encourage guests to share their pictures with friends on social media. This way, you'll get free visibility about your event and reach potential guests interested in your hotel and facilities. Provide wigs, masks and other festive accessories for your attendees. And don't forget to include some branding in the photocall space, like your hotel name or a specific hashtag you create for the event.&nbsp;Also, why not choose a specific theme for the dinner party? Themes such as a masquerade ball, a black etiquette party, a tropical New Year's Eve party, or an all-white party can take your New Year's Eve dinner to the next level and make it unforgettable due to its originality. If you decide to implement this idea, don't forget to decorate the dining room accordingly. By doing so, you'll stand out from the competition and attract both tourists and locals to your hotel.&nbsp;When it comes to decor, remember that ambiance is crucial to the success of the event. Partner with a local decoration business for original decor ideas, establishing a collaboration for future events.&nbsp;Finally, consider hiring a photographer to capture professional photos of the event. This will provide you with valuable visual content for social media and other online channels, such as your website, emails, etc.&nbsp;How to Promote Your New Year's Eve EventThe first step in planning your event is deciding what it will look like and what it will include. The next step is to promote the event and reach as many potential attendees as possible. Here are some ideas for promoting your event both online and offline.On Social Media:Build anticipation: Use various content formats to create excitement and interest in your upcoming event. Regarding content formats, consider creating carousels with images explaining what the event is about and the price, a single image with all the info, and short videos for Reels/Stories/TikTok where you show a recap video from last year and a member of your team explains what the current event will look like.You can also generate excitement and urgency by launching flash sales or limited-time discounts exclusively on social media platforms.&nbsp;Influencer Outreach: Collaborate with influencers to reach both local and international targets. Ask them to tell what the event is all about and what makes your property special in order to entice visitors. You can offer this person free access to the event and a free stay in exchange.&nbsp;&nbsp;Leverage User-Generated Content: Create a special New Year's hashtag related to your event and encourage your attendees to use it and tag you. Afterwards, share their posts through stories and save them in a new 'Highlights' folder under the name ‘NYE 2024’. In preparation for New Year 2025, you can always revisit this folder and reshare some posts to build anticipation.&nbsp;Other online and offline channels:Email Marketing: Send promotional emails with early bird discounts to your database.&nbsp;Website promotion: Update your website with a dedicated section or banner explaining the event and what it includes.&nbsp;&nbsp;Offline promotion: Print flyers, create short local radio ads, and use billboards to reach a wider audience.Encourage Guest Testimonials and ReviewsSeek feedback after the event through a variety of channels, such as email, WhatsApp, Google, or TripAdvisor reviews.In case you contact them directly through email or WhatsApp, you could take the opportunity to send them a survey. Positive testimonials build trust and credibility, attracting new guests for next year's celebration.&nbsp;&nbsp;Throughout this article, we've explored why New Year's Eve is a great opportunity for hoteliers to not just celebrate, but also increase revenue streams. From crafting themed packages that entice guests to curating unforgettable New Year's Eve dinners and leveraging smart marketing strategies, we've shared insights to ensure your hotel shines amidst the festivities.&nbsp;Additionally, HBX Group and our portfolio c. 60,000 partners can help you gain exposure to those travel distributors seeking special New Year's Eve offerings. If you already work with us, update your details for this special night on our Partner Portal. On the contrary, if you are not yet a member, register your property now by clicking on the link below, and in a matter of days, you'll be able to access our extensive network.&nbsp;Register your property

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New Year’s Eve Hotel Events: Ideas for Packages & Promotion Tips

Disclaimer: This article was first featured in our annual MarketHub Pulse magazine, published prior to November 2025. For this reason, there may be some discrepancies in details, such as positions held at the company. Access your complimentary copy of MarketHub Pulse Review by clicking here.&nbsp;What’s the future of travel? Ask the younger generations – they’re the ones paving the way.Gen Z emerged as a hot topic at this year’s MarketHub, dominating the agenda at each of our regional events with good reason: this is a demographic which represents 30% of the global population, and 40% of world consumption. Furthermore, their behaviours vary significantly from those that came before them: owing in no small way to the fact that this is the first digitally-native generation, Generation Z is inherently connected to the online world, and it's here where their preferences take shape, from the dreaming phase through to booking and far beyond.&nbsp;HBX Group’s Chief Strategy and Transformation Officer, Javier Cabrerizo, wasted no time communicating the power of this all-important demographic to audiences across each event, stating that not only does Gen Z travel tend to be more lucrative (with 2 to 3 travellers choosing a ‘luxury’ experience and spending 20% more than the average traveller), but that the experience is typically all-encapsulating. Cabrerizo revealed that:&nbsp;Gen Z prioritise experience over goods, making them a prime target for mobility and experience providers;They are cautious, with 60% purchasing an InsurTech product before travelling;And that if their experience isn’t shared online…well, did it ever really happen at all?&nbsp;According to Cabrerizo, 90% of Generation Z choose social media as their primary form of communication, representing a two-fold opportunity: firstly, for travel providers to carve out a space in front of their desired audience through marketing, and to enjoy the residual benefits of having the experience they crafted, signal-boosted across the web.&nbsp;&nbsp;This latter point was further underscored by Bertrand Sava, Director of New Business and Ventures &nbsp;at HBX Group. In his keynote, ‘The Re-Emergence of the Travel Agent’, Sava emphasised the relationship between two unlikely parties: the traditional RTA, and travel’s youngest cohorts. According to Sava, appealing to younger travellers is fundamental to future success in the retail space: after all, studies reveal that 40% of Gen Z and Millennials turn to travel advisors (TAs) to plan their trips, versus just 14% of those aged 40 and up.&nbsp;Casting the net wider, it’s reported that 65% of travellers feel overwhelmed by the number of choices when planning their trips online, and interestingly, digital natives are among the most impacted: according to Wattpad, 43% Gen Z and Millennials have begun to make an active choice to reduce the amount of time that they spend online.&nbsp;Disconnecting from the social sphere appears unlikely, but a conscious movement known as ‘de-influencing’ has gained prevalence: rather than buying into the glamour of social media marketing of old, Gen Z are becoming increasingly aware that such content may not always be truthful. Instead, they rely on the recommendations of trusted sources – and who better to advise, than the advisor themselves?&nbsp;&nbsp;Travel advisors have (re-)emerged as indispensable, bringing clarity and reassurance in a world which, often, feels anything but. Furthermore, these are times where speed reigns supreme: indeed, like many of us, Gen Z are subject to high levels of stress, with 74% citing ‘feeling stressed’ either often or very often as their greatest social issue. Recognising this and stepping into the role of an end-to-end service provider will set travel advisors apart, said Sava: by granting customers the much-needed luxuries of both support and time, TAs can earn the loyalty of the generation said to possess a higher spending power than any other.&nbsp;Better yet? In alignment with Cabrerizo’s point of view, Sava shared that the social media experience could become full-circle, with advisors being rewarded for their effort: happy travellers put emphasis on the key facets of their experience, including how and where the booking was made. Agents can expect to be tagged or even shouted out in social posts; what’s more, by building a genuine rapport with their customers, they may be able to tap into a wealth of user-generated content. This ability to re-share high-quality, authentic photos and videos of their clients’ trips on their own channels is an invaluable mode of marketing, further demonstrating the power of a reciprocal bond forged through a dynamic alliance.&nbsp;&nbsp;But it’s not only travel behaviours which are evolving under Gen Z – in fact, those born between 1997 and 2015 are also shaping expectations related to employment. Given that by 2035, Gen Z will be the largest generation in the workforce, getting to grips with what makes them tick is going to be fundamental.&nbsp;It is thought that 100 million jobs are set to be created in travel and tourism in the next 10 years – over the same period, it’s estimated that all industries will be subject to a global talent shortage of 85 million people. So, how can employers stand out in what is likely to be an increasingly competitive market?&nbsp;Capturing the imagination of this vibrant demographic is going to be vital – and according to Liz Ortiguera (former WTTC), this all begins with branding. ‘Tourism has a branding problem,’ she declared at the MarketHub Asia in Macau. ‘Many outside the industry see travel as purely entry-level, transient, with poor work conditions, and lacking upward mobility. Rather, travel is the ultimate experiential career path of choice, with global opportunities and leadership potential.’&nbsp;Rebecca Collins, Senior HR Business Partner at HBX Group, concurred. During her keynote ‘Expanding Talent Horizons’ at the MarketHub Europe, Collins emphasised that a stronger employee value proposition is a necessary part of the appeal; in particular, employers should seek to connect this generation’s personal values: ‘Our mission at HBX Group is to transform travel into a force for good, and our employee value proposition links the organisation purpose and talent strategy to the employee experience.’ She continued, ‘We can, and must, leverage our ability to provide policies and benefits that enable employees to combine their passion for travel with their work.’&nbsp;What actions could today’s travel players take to appeal to the discerning candidates of tomorrow?Change the narrative around travel: Leverage media and storytelling to connect to a generation in search of fulfilment. Whether appealing to their sense of adventure or their personal values (such as sustainability and equality), businesses should focus on crafting messaging which resonates with their key emotional drivers.&nbsp;Reinvent workplace culture: Build your employee value proposition (EVP) around better conditions and greater respect. For a demographic as broadly conscientious as this, employers must demonstrate that there is zero tolerance for harassment and disrespect; instead, embracing all walks of life, with policies crafted around the legitimate needs of their workforce – be that improved flexibility (hours, location), improved maternity/paternity leave, or otherwise.&nbsp;Offer better development opportunities: ‘How is this role going to enrich their lives, both professionally and personally?’ This was the question posed by former HBX Group Senior Vice President of Sales, Pippa Williamson. ‘We need to recognise that everyone is a global citizen – if you are able to fish in a larger ocean [of candidates] and are open to bridging cross-cultural divides, you have the opportunity to bring in some real talent.’ Connecting multi-culturalism to developmental growth, Williamson reflected on the benefits: ‘Multi-cultural teams are far more well-rounded – don't underestimate the enrichment that comes from the different angles and values that come from global teams.’&nbsp;Expanding on Williamson’s view, Collins shared a piece of advice of her own: ‘Skills are becoming the new currency of work, and we must prioritise adaptability, continuous learning and investment in employee skills. This might be through cross functional project-based work or targeted individualised development plans.’ In closing, she concluded:‘What is clear is that ours is an industry which can offer a seriously attractive proposition for talent: combining a strong sense of purpose; a hugely diverse, global workforce; a clear appetite to embrace new technologies, leading to exciting and satisfying careers for all.’See more from the MarketHub in our exclusive magazine, featuring travel insights, interviews with thought leaders, and hot topics from our regional events. Click to access your free copy now.

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Gen Z's Travel Revolution

In an increasingly connected travel industry, digitalisation is no longer a choice for hotels: it’s an operational necessity.&nbsp;Recent traveller surveys - including research by Oracle Hospitality and Skift - confirm what the industry has long known: guests expect digital-first experiences. More than 70% of travellers prefer to manage at least part of their stay online from their mobile device, and over half are willing to switch brands if offered a more seamless and digital journey.&nbsp;Beyond guest satisfaction, digitalisation is now central to business growth and profitability. Automation reduces manual workload, eliminates human errors, and helps hotels respond faster to changes in demand. With travellers booking, checking in, and paying online more than ever before, digitalising the hotel’s operational backbone is key to staying competitive in a rapidly evolving marketplace.Overcoming today’s hotel operational challengesWith the hospitality landscape changing so rapidly, it's natural for hoteliers to experience uncertainty. Travellers expect more, operating costs are rising, and technology continues to evolve at a pace. Yet, many hotels still face daily operational hurdles that make it harder to deliver efficient, guest-centric experiences.&nbsp;Let’s have a closer look at the main pain points faced by hoteliers today:&nbsp;Guests expecting seamless digital and personalised experiences&nbsp;Today’s travellers are used to managing their lives online, from banking to booking flights. They now expect the same convenience and control during their hotel stay. When processes such as check-in, payments, or upselling are still manual, the guest journey feels fragmented. This can lead to lower satisfaction and missed revenue opportunities&nbsp;Rising labour costs and ongoing staff shortages&nbsp;With global staff shortages persisting across the hospitality sector, many hotels are operating with smaller teams. At the same time, labour costs continue to rise, putting additional pressure on profitability. Digital tools that automate repetitive tasks (from registration forms to invoice issuing) allow teams to focus on what really matters: delivering an excellent guest experience.&nbsp;Increasing tech costs and difficulty integrating separate systems&nbsp;The average hotel now uses more than a dozen different technology solutions across departments. Yet, most of these tools are not designed to talk to each other. Industry research shows the problem is widespread: 49% of hoteliers struggle to access critical data, and 40% cite disconnected systems as their biggest obstacle. This fragmentation not only wastes resources but also limits decision-making.&nbsp;Hours of operations lost to inefficient, manual processes&nbsp;Manual check-ins, printed documents, and traditional payment workflows are still common in many properties. These processes slow down service, create bottlenecks, and increase the risk of administrative errors. The time spent on these tasks could instead be invested in guest interaction and personalisation.&nbsp;These pain points collectively highlight that many hotels are still operating with systems that don’t communicate effectively. While many hotels have already embraced digital marketing and a B2B distribution strategy, a significant number still rely on manual or disconnected processes for core operations: from check-in, upsell, and cross-sell options, to payments and check-out.&nbsp;This lack of digitisation and integration can limit guest satisfaction and add unnecessary operational friction. For instance, traditional check-in processes often result in long queues, administrative errors, and unnecessary workload for hotel staff. Paper-based forms and manual data entry consume resources (ink, paper, storage, etc.), but also valuable time that could instead be dedicated to guest service.&nbsp;To address these challenges, the hospitality sector is inevitably adapting smart technologies that automate routine tasks and create frictionless guest experiences. This is where Civitfun plays a leading role.How Civitfun powers hotel digital transformationCivitfun, now part of HBX Group, has become a catalyst for change within hotel operations, helping hotels transition from traditional processes to a fully digital workflow, from pre-arrival to post-stay.&nbsp;With a hub of over 100 integrations with PMS, payment gateways, and electronic locks, Civitfun offers solutions ranging from online check-in to check-out, including Paperless, its on-site digital check-in solution, digital payments, upsell and cross-sell tools, and other solutions that contribute to operational optimisation.&nbsp;Each of these solutions addresses a specific operational challenge while enhancing guest satisfaction, helping hotels save time, reduce costs, and increase revenue opportunities.&nbsp;This innovative suite helps to relieve the aforementioned pain points and provides the following benefits for hotels, both independent and hotel chains:&nbsp;Tech cost reduction by offering an all-in-one solution, able to integrate and sync bidirectionally with the hotel PMS, eliminating redundant and fragmented systems.&nbsp;Cost savings by eliminating manual tasks, reducing reception workload, and enabling hotels to operate better with less staff.&nbsp;Guest satisfaction improvement by offering seamless, personalised digital experiences that are increasingly in demand by travellers.&nbsp;When it comes to success stories and real results, this leading solution for front desk process digitisation has already helped more than 3,500 hotels to streamline their processes. One such case is PortAventura World in Spain, which relied on Civitfun to improve the guest experience at the park's hotels and achieved check-in processes up to three times faster, a 50% reduction in waiting times, and an increase in guest ratings to 9 out of 10.Why digitalisation matters nowThe timing of digital transformation has never been more critical. Travellers are not only demanding more control but also expecting real-time communication from hotels. Meanwhile, staff shortages across the sector are pushing hoteliers to rethink how they manage operations efficiently with leaner teams.&nbsp;Digital tools like Civitfun’s solutions help address both sides of the equation: they meet guest expectations while reducing the operational burden. A digital-first strategy is also the way forward, as it prepares hotels to adapt quickly to new booking patterns, emerging payment methods, and evolving guest preferences.&nbsp;In short, the hotels that act now to modernise their processes will be the ones best positioned to lead tomorrow’s travel landscape.&nbsp;As the hospitality industry navigates this shift, partnerships between technology leaders and hotel brands are key to enabling real transformation.Why work with HBX GroupThe incorporation of Civitfun into HBX Group’s B2B travel marketplace has been a natural step, as this tech company brings extensive expertise in integrations and a deep understanding of the travel and hospitality sector, with previous agreements with solutions such as Roiback, thus integrating perfectly into the HBX Group travel ecosystem.&nbsp;By integrating Civitfun’s technology, HBX Group can now offer hotels not only global B2B distribution but also operational excellence through digital automation. This acquisition marks a strategic step in strengthening its TravelTech ecosystem and expanding its offering for hotel partners.&nbsp;At HBX Group, we understand that digital transformation goes beyond technology: it’s about partnership, connections, and shared success. Our ecosystem connects hotels with a global network of over 60,000 travel distributors, including 50,000 travel agencies and 3,500 tour operators, while supporting them with innovative tools designed to simplify operations.&nbsp;When you partner with HBX Group, you gain access to:&nbsp;A connected TravelTech ecosystem: bringing together distribution, automation, and data-driven insights.&nbsp;Operational efficiency: reducing manual work and enhancing performance through digital solutions.&nbsp;Global market reach: access to more than 190 source markets, without competing with your direct channels.&nbsp;Collaborative support: a partnership built on trust, transparency, and innovation.&nbsp;Ready to evolve your operations? Become an HBX Group partner and discover how our TravelTech solutions can transform your hotel business.&nbsp;Register your property

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 Why Hotel Digitalisation Can’t Wait: Transforming Operations for Today’s Guests

About Experience Kissimmee:Celebrating a decade of success, Experience Kissimmee, the official tourism authority for Osceola County, Florida, is dedicated to creating economic opportunities by driving tourism to the region. Known as the Vacation Home Capital of the World®, Kissimmee offers a wide variety of accommodations, with convenient access to world-famous theme parks and just minutes from Orlando International Airport (MCO). With a vision to be a trailblazer in destination marketing, Experience Kissimmee promotes Central Florida’s diverse tourism experiences to the world. By welcoming millions of visitors each year, whether for leisure, business, or sports events, the organisation is committed to support local economic growth and continues to position the region as a premier travel destination. For more information, visit www.experiencekissimmee.com.About Kissimmee:Located at the heart of Florida, Kissimmee is 25 minutes from Orlando International Airport (MCO), close to world-famous theme parks and attractions, offers a variety of shopping and dining locations, and provides access to natural spaces" and outdoor adventures carefully preserved natural spaces and outdoor adventures. Also known as the Vacation Home Capital of the World®, Kissimmee has approximately 50,000 options of accommodations, including sprawling hotels and resorts, and more than 30,000 vacation homes ranging from two-bedroom condos to 15-bedroom mansions.&nbsp;The Challenge: What was Experience Kissimmee’s main goal?One of the main goals for Experience Kissimmee, which was one of the key motivators for their partnership with HBX Group, was the desire to increase the visitation levels to the destination. They wanted to expand on the global awareness of what Kissimmee offers, and more specifically to put it ‘on the map’ for a larger international audience.In addition, while Experience Kissimmee had established a memorable brand for Kissimmee as a destination, they were looking for external support to ensure their awareness campaigns turned into conversions: booked trips and increasing international visits.We recently spoke to Cristina López, International &amp; Domestic Sales Manager for North America at Experience Kissimmee, at our MarketHub Americas event who suggested that their main challenge was ‘support on conversions and increasing visitation to our destination, and primarily to let the world know where Kissimmee is, as the ‘Big Bold Heart of Florida.’López mentioned that ‘as we are very much a destination that is funded by Tourism Development Tax, we really needed help on the conversion portion of visitation to our destination, and a lot of the marketing campaigns [we ran] were focusing on impressions versus conversions.’&nbsp;&nbsp;The Solution: How did HBX Group help?In terms of storytelling, Experience Kissimmee had been curating impactful marketing and sales campaigns which showcased the ‘endless opportunities’ in the destination, and as López said, ‘we love to welcome all our visitors, international or domestic, not only to our world famous theme parks; but also to the rest, and have other unique experiences that are very much connecting with nature.’But when it came to the core focus of these campaigns, and uplifting the conversion levels of these marketing efforts, this is where Experience Kissimmee sought expert advice and guidance.This is what prompted Experience Kissimmee to reach out to HBX Group (then Hotelbeds) during 2020, in order to capitalise on our experience offering Marketing as a Service solutions for Destination Marketing Organisations (DMOs) all over the world, as well as our established position as a global partner for travel businesses across the industry.‘When we reached out and partnered with HBX Group, it definitely helped us to make it click and brought what we needed to make sure [our campaigns] would make sense,’ López revealed.Experience Kissimmee’s objectives were twofold – to increase global awareness and visitation levels for Kissimmee, and to implement marketing campaigns which resulted in higher conversion levels. This objective was compounded due to the challenges they faced during the pandemic, and the consequent need to increase awareness on an international scale as a result of decreased inbound activity.However, it was clear that the solution was interconnected: to drive higher conversions and uplift their global brand awareness, we needed to understand the core focus of Experience Kissimmee’s sales and marketing campaigns, to turn positive impression metrics into tangible bookings and ROI and revitalise international revenue streams.By establishing a close working relationship, based on transparency and clear communication, HBX Group were able to identify Experience Kissimmee’s core targets and Key Performance Indicators (KPIs), which enabled a realistic and goal-oriented marketing strategy.Plus, our Key Account Managers and destination marketing teams ensured that responsiveness was one of the key elements of this partnership, given that proactive guidance was vital for Experience Kissimmee: ‘We really love everyone at HBX Group that we've been interacting with, for the openness, communication, and the information [received] but above all the responsiveness. Which is very key in order for us to make things happen,’ López stated.This close partnership allowed HBX Group to better understand where the opportunities were present based on Experience Kissimmee’s past and current campaigns and marketing initiatives, to offer and implement bespoke marketing solutions that targeted their ideal audiences in a more granular and impactful way.By utilising our experience in delivering insight-driven, partner-centric strategic marketing campaigns, we were able to work collaboratively with Experience Kissimmee to generate more opportunities for exposure and market share.This approach was applicable to both domestic and international markets, which was key for Experience Kissimmee and their main objective of increasing global awareness levels for this destination.López also commented on the benefit of our reach and networking connections, which allowed Experience Kissimmee the increased exposure, especially at key events like the MarketHub, HBX Group’s flagship events: ‘We’ve been grateful to have your support not just domestically, but internationally, thanks to the networking and reach that HBX Group has. As well as providing the support that comes with having all our products covered and being able to deliver to our B2B clients and partners.’The established positioning of HBX Group within key international markets was a core benefit for Experience Kissimmee, as López confirmed:‘[The partnership] really helped us to stay afloat and immerse ourselves in our international markets, and be able to stay, be present, be relevant and continue increasing brand awareness and visitation into our destination.’&nbsp;&nbsp;&nbsp;The Outcome: Why HBX Group was able to elevate Experience Kissimmee’s successThe result? A significant upward trend to the number of room nights booked to Kissimmee. In discussion with us, López suggested that ‘it's been wonderful to see the increase of room nights booked primarily into our destination because like I said, our destination is funded by our county on the bed tax. So HBX Group has helped us to drive that increase in room bookings, which brings [into focus] the value of targeting and accomplishing our KPIs as well.’Data-oriented, López highlighted the value of the actionable reporting that Experience Kissimmee have received throughout our partnership, which has allowed them to more accurately identify which potential markets represented the best, long-standing investment opportunities. López also revealed that this partnership has empowered Experience Kissimmee to establish new partnerships themselves, exemplified by the recent expansion into Puerto Rico as a new market, as a result of their scaled presence.As HBX Group is a leader in the B2B TravelTech industry and a key ecosystem player, we benefit from a wealth of experience not only for our sourcing teams, but also in travel marketing and assisting DMOs just like Experience Kissimmee in uplifting the success and impact of their destination.This meant that Experience Kissimmee had an expert team at their side, but also a transparent partner dedicated to their growth.López mused that this mutually beneficial connection has been one of the defining factors of this strategic partnership: ‘It really has set you apart, the strong relationship you have internationally [with the industry]. Because it was easy to secure the domestic market post-COVID primarily, which is right around the time when we were able to connect with HBX Group.’Through expert guidance and support to deliver converting campaigns, beneficial networking opportunities, and the established channels offered as part of HBX Group’s wider ecosystem structure, Experience Kissimmee have elevated their positioning in both domestic and international markets.Overall, this partnership has better established Experience Kissimmee in both their existing domestic and new international markets, empowered them to forge connections with valuable providers and clients across the industry, and drive more bookings to the destination as a result of stimulated demand.HBX Group has also been able to gain valuable experience in guiding a profitable partnership for Experience Kissimmee as a DMO, enhancing our reputation as a true partner and leader in the B2B travel distribution space.López mused on the success of the partnership in conversation with us, and where she sees this going in the future: ‘We are super excited to continue with HBX Group primarily because our relationship is really a true partnership that we've been building. It's really that collaborative marketing and sales between us that is really making it happen for our strategic goals.’&nbsp;Why partner with HBX Group?HBX Group is connecting and empowering businesses in the ever-evolving world of travel.By delivering fast and reliable access to a global network of interconnected products and services, we empower choice for partners, while removing friction from the end-to-end travel experience.&nbsp;190+ source markets.Over 60,000 travel distributors in our network.Products in 170+ countries.An expansive global portfolio – 250,000+ properties and 23,000+ experiences.Powerful travel booking platforms that handle 7 billion searches per day.1000+ support agents for on-hand, expert advice and guidance.&nbsp;Experience for yourself our best-in-class platforms, and bespoke B2B travel solutions, dedicated to your growth.&nbsp;&nbsp;Register your property

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Transforming Visitation: Experience Kissimmee's Partnership with HBX Group

Are you currently using a channel manager, or are you interested in incorporating one into your distribution operations? Would you like to know how a channel manager could complement your partnership with us and take your hotel further? We've got you covered!&nbsp;&nbsp;In this article, you'll find the main benefits of partnering with a channel manager if you work with HBX Group, as well as how channel managers complement our powerful Partner Portal, among other frequently asked questions.&nbsp;&nbsp;Read on and discover all the information you need to know about channel managers for hotels.What is a channel manager?&nbsp;Before we move forward, first things first: what exactly is a channel manager, and what does a channel manager do?&nbsp;&nbsp;Nowadays, hotels can't just rely on telephone or face-to-face bookings to guarantee a high occupancy rate for their rooms.&nbsp;Hoteliers need to use more than one sales channel to get the most out of their offering and achieve maximum profits — but it can be challenging to manage several channels at once. This is where the channel manager comes in.&nbsp;&nbsp;A channel manager is an online platform for hotels. It allows you to constantly update the advertisement of your rooms across several channels or booking sites to which you’re connected. Similarly, the channel manager system updates your availability automatically and in real-time across all channels. Whenever you receive a booking, remove a room, or make general changes to your inventory, it will automatically update.&nbsp;&nbsp;The channel manager can increase a hotel's ability to attract bookings and maximise profits. Channel managers are a fundamental part of a hotel's online distribution strategy.&nbsp;At HBX Group, we consider the channel manager to be a valuable addition to our partnership offering: by allowing you to connect the rate plans that you hold with us to the tool, you can rest assured that the agreement is being efficiently and effectively optimised.&nbsp;&nbsp;Advantages of working with hotel channel managers&nbsp;Certainly, relying on channel managers is an effective strategy to facilitate inventory management, among many other advantages:&nbsp;&nbsp;Channel managers push real-time rates and availability on all channels at the same time, and these are updated automatically. As a result, bookings can be accepted more easily.&nbsp;&nbsp;You can ensure the best control in inventory management. By splitting inventory between different channels, there's a risk of double bookings or not reaching full occupancy. When using a channel manager, inventory will be pooled and availability and rates will be automatically updated, so only available rooms will be bookable.&nbsp;&nbsp;Channel managers enable you to get to know each distinct channel better, including how they work, your best-performing rooms, and so forth. You'll have access to reports, analytics, and booking trends. Besides, it will help you analyse the best-performing channels and how to optimise connections to generate more revenue for the hotel.&nbsp;&nbsp;You can integrate with a variety of channels, including OTAs (Online Travel Agency), metasearch engines (such as Google), your own website, and HBX Group, as an example of the B2B channel, to name a few.&nbsp;&nbsp;HBX Group and channel managers: what makes us a good team?&nbsp;After all these years as leaders in the TravelTech sector, we've corroborated the importance of having a channel manager for hotels as a partner to streamline your daily work and increase your revenue. If you still have doubts about investing in one, here are a few reasons why we highly recommend a channel manager as an excellent complement to HBX Group.&nbsp;&nbsp;Currently, we're working hard to improve and create certain functionalities for channel managers to incorporate into their platforms. In this way, among other advantages, hoteliers like you will be able to create rate plans with HBX Group through the channel manager platform itself.&nbsp;This means you won't have to sign on ad-hoc basis with a Contract Manager from our team and then wait for us to upload them to the system. With this new functionality, you'll be able to create contracts directly through the channel manager, and they will be reflected directly in our system. This will allow you to sell more rates with us more easily.&nbsp;&nbsp;Besides, you’ll have the option to create new rooms through the channel manager platform. You won't have to contact our team first, which will reduce the time to market considerably.&nbsp;&nbsp;As an additional benefit, if you’re a hotelier interested in working with us, and you already have a channel manager, HBX Group has partnered with a few of them and will bring you the opportunity to register and create an agreement with us through their system.&nbsp;&nbsp;However, not all the channel managers we work with have these functionalities. HBX Group offer the opportunity to develop them; but it’s the channel manager's team who is responsible for implementing them. Yet, channel managers are increasingly asking about the possibility of developing this tool.&nbsp;In short, investing in a channel manager while working with HBX Group reduces manual bookings. As a hotelier, you can control availability better, as well as make sales forecasts. Automatic updates allow you to see what you have and don’t have available for the following months. In this manner, you can determine whether to lower the prices of certain rooms to increase your revenue.&nbsp;Interested in working with two major players in the travel industry? Register your property now and gain access to many opportunities to increase bookings and revenue.&nbsp;&nbsp;It’s a match: our Partner Portal + channel managers&nbsp;&nbsp;One of the main questions hoteliers ask when they join HBX Group — and already work with a channel manager — is the following: how does the channel manager work together with our Partner Portal? However, which may seem complex at first glance is, in reality, much simpler.&nbsp;&nbsp;Our Partner Portal is a complementary tool to the channel manager. On the one hand, and as mentioned above, there are some channel managers which lack the functionalities to automate some processes when integrating with HBX Group.&nbsp;&nbsp;This is where our Partner Portal comes into play to make the work easier. For example, a hotel that can't create new rate plans through the channel manager platform needs to modify the rates in the Partner Portal to start mapping with the channel manager. If they can't create new rooms with the channel manager either, they must use the extranet to add them and then update the channel manager.&nbsp;&nbsp;On the other hand, regarding hotel content, such as descriptions, images and facilities, all hoteliers must use the Partner Portal to enter this information.&nbsp;Check out our article on the most frequently asked questions about HBX Group Partner Portal.&nbsp;&nbsp;How does the integration with HBX Group work?&nbsp;To begin with, we have our own team responsible for the new integrations with channel managers. While it's the channel manager who develops these functionalities with the HBX Group’s APIs on their respective platforms, our team tests to make sure everything works correctly.&nbsp;&nbsp;If you don't have a channel manager yet to help you manage your distribution channels, we recommend comparing channel managers to see which one might be the right fit for you. When choosing your best channel manager, we recommend you consider factors such as your number of available rooms, the diverse types of rooms you have, the audience you want to reach, your budget, and other variables.&nbsp;&nbsp;The good news is that, nowadays, almost any channel manager can integrate with us. In fact, we have partnerships with 200+ hotel channel managers, both the top ones and the regional ones in specific countries.&nbsp;&nbsp;Finally, we will also help you with the integration process. Some channel managers handle hotel integrations directly. In other cases, you'll have to follow a series of steps, and this information will be provided to you by our Contracting team.&nbsp;&nbsp;We hope we've clarified the main questions you had about working with a channel manager and HBX Group at the same time. We assure you it's a winning formula and could exponentially increase your bookings, improve your revenue, and help you have better control of all your inventory and rates. That's why we encourage you to start working with a channel manager software to make your daily tasks easier.&nbsp;&nbsp;And if you haven't joined HBX Group yet, we can help you increase your property's visibility to over 60,000 travel distributors. HBX Group gives you access to a worldwide portfolio of B2B partners. Don’t miss your opportunity to appear in front of this valuable client base!&nbsp;Register your property

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The Perfect Duo: Hotel Channel Managers and HBX Group, a Winning Combination 

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