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The desire to connect with nature and explore new landscapes has always been a driving force behind tourism. However, in recent years, the industry has undergone a transformation.&nbsp;Travellers are no longer just seeking natural beauty; they want immersive and meaningful experiences that combine adventure and relaxation.&nbsp;According to a report by WTM and Tourism Economics, compared to five years ago, 34% of consumers reported a growing interest in rural and nature-based tourism, while 29% indicated increased interest in adventure travel.&nbsp;For hoteliers, this boom presents a golden opportunity to diversify your offering and attract a growing audience that values authentic and sustainable experiences. In this article, we delve into what nature tourism entails, key sub-trends to watch, and tips on how to make the most of this trend.&nbsp;Why has nature tourism increased in recent years?Nature-based tourism is now one of the fastest-growing sectors within the global travel industry. This trend is driven by increased awareness of sustainability, the rise of wellness tourism, and a growing interest in outdoor adventure tourism following the COVID-19 pandemic.&nbsp;The pandemic drastically changed how people perceive travel. Lockdowns and movement restrictions forced many to stay indoors, leading to a greater appreciation for open spaces and the tranquillity that nature offers. As travel resumed, many sought adventure tourism destinations that provided fresh air, peace, and outdoor activities.&nbsp;Furthermore, nature-based tourism has played a crucial role in economic recovery, particularly in rural areas. For example, according to the World Bank, wildlife tourism in Africa generates over $29 billion annually and employs 3.6 million people.&nbsp;By investing in nature tourism, destinations not only attract visitors but also create jobs and fund conservation efforts.&nbsp;Benefits of nature tourism for local communitiesNature travel brings economic and social benefits to local communities by generating employment and supporting conservation efforts.&nbsp;Many rural and indigenous communities have found eco-tourism to be a sustainable source of income that also promotes cultural exchange.&nbsp;Additionally, this type of tourism helps fund the preservation of national parks, protected areas, and key ecosystems.&nbsp;Hotels can contribute to these efforts by hiring local guides, sourcing products from nearby farmers, and developing eco-friendly initiatives that involve the community.&nbsp;This not only enriches the traveller's experience but also promotes the sustainable development of the destination.&nbsp;4 emerging trends in nature tourism to watch in 2025When it comes to outdoor travel, several sub-trends should be considered, which hotels can leverage to attract more travellers and create unique experiences for them.&nbsp;This type of tourism is based on the so-called experiential travel trend, which has been highly successful in recent years.&nbsp;1. Noctourism: the appeal of the nightNoctourism is gaining popularity as travellers seek unique ways to experience nature after sunset. This trend includes activities such as astrotourism, nocturnal wildlife encounters, and exploring bioluminescent beaches. Some examples of perfect destinations for noctourism include:&nbsp;Monfragüe National Park (Spain): Ideal for stargazing and nocturnal wildlife observation.&nbsp;Bioluminescence in Mosquito Bay (Puerto Rico) or the Maldives: A fascinating natural phenomenon where waters glow at night due to marine microorganisms.&nbsp;Atacama Desert (Chile): Considered one of the best places in the world for astronomy.&nbsp;How hotels can adapt:&nbsp;Offer stargazing experiences with telescopes and expert guides.&nbsp;Organise nocturnal safaris to observe wildlife in its natural habitat.&nbsp;Include observation terraces in the hotel.&nbsp;Arrange guided nocturnal activities.&nbsp;2. Coolcationing: seeking cooler destinations to escape the heatClimate change has led to rising summer temperatures in many regions, driving a new trend: ‘coolcationing’, or seeking cooler destinations to avoid extreme heat. These destinations include:&nbsp;The Swiss Alps and other European mountain regions: Now attractive in summer for hiking and mountain lakes.&nbsp;The Scandinavian coast (Danish Riviera, Norway, Iceland): A refreshing alternative to conventional beach tourism, now positioned as a summer destination.&nbsp;Patagonia (Argentina and Chile): Ideal for ecotourism and glacier viewing.&nbsp;The Rocky Mountains (USA and Canada): Offering hiking and adventure sports.&nbsp;Tips for hoteliers:&nbsp;Promote the coolness of their location with summer activities such as hiking or water sports in lakes and rivers.&nbsp;Offer stays in accommodations with panoramic views and open terraces.&nbsp;Create wellness packages with saunas, spas, and relaxation experiences in natural settings.&nbsp;Utilise seasonal marketing to attract visitors outside the traditional peak season.&nbsp;3. Travellers seeking natural phenomenaThe desire to witness extraordinary natural events is attracting more tourists to specific destinations, known as phenomena travel. Some examples of the most appealing natural events are:&nbsp;Solar and lunar eclipses: Such as the total lunar eclipses on 14th March and 7th September, and partial solar eclipses on 29th March and 21st September.&nbsp;Northern lights in Norway, Canada, and Finland.&nbsp;Active volcanic eruptions, such as in Iceland or Hawaii.&nbsp;Wildlife migrations, such as the Great Migration in the Serengeti or penguin gatherings in Australia.&nbsp;Recommendations for hoteliers:&nbsp;Create special packages for astronomical events with exclusive viewing areas.&nbsp;Offer volcano tourism experiences with expert guides.&nbsp;Organise tours to observe wildlife migrations.&nbsp;&nbsp;&nbsp;4. Outdoor adventure travellers: adrenaline-seeking travellersAdventure tourism remains a high-growth sector. According to Bismart, the global hotel industry is set to reach $1,063 billion by 2028, largely driven by the demand for outdoor experiences.&nbsp;‘Outdoor adventure travellers’ seek extreme experiences in natural settings, combining adrenaline with a connection to nature. This is a diverse segment, ranging from occasional hikers to elite athletes. Popular activities include:&nbsp;Trekking in national parks (e.g. Torres del Paine, Yellowstone).&nbsp;Rafting on rivers such as the Zambezi or the Colorado.&nbsp;Rock climbing in destinations like Patagonia or the Dolomites.&nbsp;How hotels can adapt:&nbsp;Partner with local tour operators to offer adventure packages.&nbsp;Implement safety systems and insurance for extreme activities.&nbsp;Provide post-adventure relaxation options (spas, massages, yoga).&nbsp;How can hotels capitalise on this trend?At this point, we have already discussed why nature tourism is worth paying attention to in 2025. There are numerous ways in which hotels can benefit from it, and here are some tips you might consider integrating into your property.&nbsp;In general, we recommend you research what nature tourist attractions are nearby your property and try to incorporate products/services that are related to them.&nbsp;Offer exclusive observation packages and special accessHotels can leverage their location to offer unique experiences, such as:&nbsp;Themed stays around natural phenomena.&nbsp;Wildlife observation programmes in collaboration with local biologists.&nbsp;Adventure excursions with specialised guides.&nbsp;Create nature-inspired spacesTravellers seek accommodations that bring them closer to the natural environment. To achieve this, hotels can:&nbsp;Include rooms with panoramic views and private terraces.&nbsp;Use sustainable materials and biophilic décor.&nbsp;Incorporate outdoor common areas, such as fire pits or open lounges.&nbsp;Promote sustainable practicesAccording to Emersion Wellness, travellers are increasingly interested in hotels with eco-friendly practices. Some strategies include:&nbsp;Reducing plastic use and opting for local products.&nbsp;Implementing renewable energy and energy-efficient technologies.&nbsp;Participating in environmental conservation programmes.&nbsp;If you’d like to learn more tips and recommendations on this subject, don’t miss this comprehensive article on hotel sustainability and this one with our guidelines for obtaining sustainability certifications.&nbsp;Offer wellness activities in natureWellness tourism and a connection with nature go hand in hand. Attractive options include:&nbsp;Outdoor or beach yoga classes.&nbsp;Spas offering natural treatments.&nbsp;Mindful hiking or ‘forest bathing’.&nbsp;&nbsp;The challenges of nature tourism and the importance of conservationDespite the benefits, travel in nature can generate negative impacts if not properly managed. The increase in visitors to fragile ecosystems can lead to resource overuse, wildlife disruption, and waste generation.&nbsp;It's crucial that hotels adopt sustainable practices to minimise their environmental impact.&nbsp;Strategies such as limiting visitor numbers, reducing single-use plastics, and providing environmental education for tourists can help protect ecosystems and ensure that nature tourism remains a viable long-term activity.&nbsp;Conclusion: Nature tourism is a major opportunity for hotelsThe rise of nature tourism in 2026 represents a significant opportunity for hotels looking to diversify their offerings and attract travellers interested in authentic experiences.&nbsp;By prioritising sustainability, offering memorable outdoor activities, and collaborating with local communities, hotels can benefit from this ever-growing trend.&nbsp;Nature tourism is just one of the six major travel trends to watch for in 2026 for hoteliers. Would you like to go further and discover what other trends you should have on your radar, as well as receive practical tips to make the most of them? Download our free travel trends guide below.&nbsp;On the other hand, when it comes to distributing your rooms, HBX Group can give you a hand. HBX Group is the B2B platform that simplifies your hotel distribution. We connect your property with over 60,000 global distributors, bringing you high-value guests without competing with your direct channel.&nbsp;And if you’re ready and want to register, click the button below and join HBX Group today.&nbsp;Register your property

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Nature Tourism and Hotels: This is How You Can Succeed in Creating Outdoor Experiences

In such a competitive market, reaching high-quality guests can be a real challenge. By 'high-quality guests', we mean those who are not solely driven by discounts but seek premium experiences and bring greater value to your hotel.&nbsp;At HBX Group, we specialise in attracting this type of guest. Our distribution strategy is built around this concept, setting us apart from other hotel distribution channels.&nbsp;However, we understand that the phrase 'attracting high-value guests' can seem somewhat broad. That’s why, in this article, we explain exactly what we mean by this type of guest, what you can expect, and how we ensure they reach your property.&nbsp;Let’s go step by step.HBX Group's B2B distribution: the key to successTo begin with, at HBX Group, our premise is simple. Accommodation providers like you—whether you are an independent hotel, a hotel chain, a hostel, a boutique hotel, or any other type of lodging—list their rooms on our platform, making them available to more than 60,000 travel distributors.&nbsp;These distributors include travel agencies, airlines, tour operators, online travel agencies (OTAs), and more.&nbsp;In practice, as a hotelier, you simply upload your rooms and rates onto our platform. This can be done via our Partner Portal, through the integration with your channel manager, or other options. Once uploaded, your rooms become available in our booking engines (Hotelbeds for wholesale distribution and Bedsonline for retail travel agents).&nbsp;A key aspect of our distribution is that we segment these 60,000+ distributors into 11 different types and monitor their onward distribution to ensure proper rate management and adaptation to various business needs.&nbsp;In short, our goal is to simplify the distribution of your rooms, allowing you to access a global market without the need to negotiate individual contracts with each distributor.&nbsp;Moreover, this model doesn't impact your direct channel, as we don’t target end consumers who plan their own trips. Instead, we focus on a guest profile that accesses your hotel through travel companies. You can learn more about our B2B hotel distribution strategy here.&nbsp;Now, let’s have a closer look at the type of guests you can expect through this distribution model.&nbsp;What do we mean by 'high-value guests'?Let's now explore the profile of the guests who will be staying at your property.&nbsp;Our B2B distribution not only expands your reach but also connects you with a high-quality guest base. Since we work with travel companies, many of them package your rooms with activities, transfers, and other services. This results in a different guest profile from those who book through other channels such as OTAs.1. Long-haul travellersThe customers who typically book these travel packages are primarily international travellers. In fact, 70% of our partners' bookings come from long-haul guests, with an average daily rate 35% higher than that of local or regional guests.&nbsp;These markets are particularly valuable for the hotel industry, as international travel requires planning, time, and a substantial budget. That’s why many people turn to travel agencies to organise their trips.&nbsp;According to Mr. Pilho Kim, Senior Manager at Hotel The Designers Cheongnyangni (South Korea):&nbsp;‘Our guests not only come from local and neighbouring countries, but also from long-haul markets, proving that HBX Group can expose the hotel to hard-to-reach markets. And this diversification of our business partners contributes greatly to our sales improvement in securing quality customers.’&nbsp;Find out more about their success expanding into international markets.&nbsp;2. Advanced bookings and longer staysSince guests that book with HBX Group's partners typically travel from far away, this brings certain advantages to your hotel:Longer stays: The average length of stay for these guests exceeds four nights, optimising occupancy and reducing operational costs per guest.&nbsp;Advanced bookings: These travellers usually book at least two months in advance, helping you with better planning and budgeting.&nbsp;&nbsp;3. Higher-spending guestsGuests who book with HBX Group's partners generally have a higher budget than local travellers. Additionally, as they have paid for their trip in advance, they are more willing to spend on additional experiences at the hotel, such as cocktails, spa treatments, or transportation services.According to our data, guests secured through HBX Group spend 30% more on additional services compared to other travellers.&nbsp;4. Reduced cancellation ratesCancellations can be frustrating and impact your hotel’s revenue. However, the guests we provide are more likely to keep their bookings, as they have invested considerable time and money in planning their trips.&nbsp;High-value guests with HBX Group: one of our best benefitsWe hope this article has helped you gain a better understanding of what we mean by high-value guests and why it is one of HBX Group’s key benefits.&nbsp;Additionally, we not only focus on long-haul markets, but domestic markets also play a crucial role in our distribution strategy.&nbsp;Remember that with HBX Group, you can reach the type of guests that best suit your property, without having to negotiate one-on-one with each distributor.&nbsp;With our single contract, you can easily access all these distributors. Simply tell us which market you would like to enter, and since HBX Group already has a global network of more than 60,000 distributors, you will be able to distribute your rooms directly through them. Find out more about our solutions for hoteliers like you.&nbsp;And if you’re ready to take the first step, click on the button below, complete the non-obligation form, and our team will get in touch with you to answer any questions you may have.&nbsp;Register your property

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What Type of Hotel Guests Will You Attract with HBX Group?

Choosing the right distribution strategy for your hotel isn’t an easy task. Nowadays, the market is highly fragmented, offering countless distribution options—each promising efficiency, but some may ultimately impact the performance of your direct channel.&nbsp;Your hotel’s distribution is key, and at HBX Group, we are committed to aligning with your strategy to ensure a profitable commercialisation of your rooms.&nbsp;Here we explain how we distribute your rooms across our client network and what to expect when partnering with us.Challenges in diversified hotel distributionExpanding your hotel’s reach and increasing revenue depends largely on an effective distribution strategy. However, we understand that this process comes with several challenges:&nbsp;With so many distribution channels available on the market, finding the perfect balance between them can be difficult.&nbsp;Ensuring that distributors respect your placement strategy is crucial, as it impacts profitability and trust in your property.&nbsp;Many distribution channels focus on price-sensitive travellers, leaving premium customer opportunities untapped.&nbsp;Managing contracts and availability across multiple platforms can be time-consuming and inefficient.&nbsp;Expanding distribution without affecting your direct channel requires strategic planning.&nbsp;The distribution landscape is complex, but with the right strategy, it's manageable. The key is having a strategic partner that simplifies these challenges.&nbsp;At HBX Group, we have refined our distribution model to deliver high-value clients to your properties while protecting your rate strategy and direct channel. Do you want to know how? Read on.&nbsp;How does HBX Group’s B2B hotel distribution work?At HBX Group, we offer you the advantages of a B2B distribution channel. This means we connect providers like you (whether you are an independent hotel, hotel chain, boutique hotel, or other type of accommodation) with over 60,000 wholesale and retail distributors—including travel agencies, airlines, tour operators, online travel agencies (OTAs), and more.&nbsp;As a supplier, you upload your available rooms and rates onto our platform. From there, your rooms become available in our booking engines for our curated distributor network.&nbsp;Our goal is to simplify hotel distribution, allowing you to reach a global market without having to negotiate individual contracts with each distributor. With HBX Group, different distributors can book your rooms directly through our booking engines—without extra steps.&nbsp;In addition, we will respect your strategy while responding in less than 24 hours if something happens with total transparency.&nbsp;The process is simple:&nbsp;Register with HBX Group, and share your rates and availability. By providing your inventory, we calculate the optimal pricing.&nbsp;Connect to our network via your channel manager, Partner Portal (our own extranet), or XML integration, ensuring a seamless and efficient connection.&nbsp;Benefit from our segmented distribution network: We work with over 60,000 distributors and carefully segment them into 11 different types, monitoring their onwards distribution to ensure correct rate management and adapting to different business needs.&nbsp;Currently, over 250,000 hotels trust us, operating in 190+ source markets. We also offer access to opaque channels, which don’t affect your direct channel while attracting high-value customers.&nbsp;Additionally, HBX Group has a team of over 1,000 market-based experts, who act as an extension of your sales team, influencing how distributors select and promote hotels to their end customers.&nbsp;Register your hotel today and take advantage of B2B distribution with HBX Group.&nbsp;What kind of travellers will you attract with HBX Group?Choosing a B2B hotel distribution model comes with many advantages—one of the most important being access to high-value guests that are otherwise difficult to reach.&nbsp;By partnering with HBX Group, your property will start attracting:&nbsp;International travellers – 70% of our bookings come from long-haul travellers.&nbsp;Advanced bookings – Our customers book at least two months in advance, helping you improve planning.&nbsp;Longer stays – With an average stay of over four nights per booking, reducing operational costs.&nbsp;Higher spending guests – HBX Group's travellers spend 30% more on additional services like transfers, spa treatments, and experiences.&nbsp;Higher average daily rates (ADR) – Up to 35% higher than local or regional guests.&nbsp;Domestic travellers also represent a valuable share of our network, ensuring a balanced flow of bookings year-round, with shorter booking windows and consistent demand.&nbsp;A great example of a hotel that successfully increased high-value bookings with HBX Group is The Designers Cheongnyangni in South Korea.&nbsp;As Mr Pilho Kim, Senior Manager of the hotel, explains:&nbsp;‘One of the main reasons we joined HBX Group was the opportunity to expand our market exposure and attract tourists from a wide range of countries, including long-haul travellers. We realised the importance of increasing our reach overseas and tapping into new markets.’&nbsp;Before joining HBX Group, they were mainly reliant on domestic travellers. However, within just two months of partnering with us, they saw 150+ room bookings and a 10–15% increase in sales each month.&nbsp;Discover more about this success story here.&nbsp;&nbsp;Rate strategy: transparency and security guaranteedWe understand the importance of protecting your pricing strategy and ensuring a transparent distribution process. At HBX Group, we implement measures to prevent unauthorised rate issues, which have delivered excellent results in recent years.&nbsp;As you know, rate issues occur when:&nbsp;There is an inconsistency in the contract or rate configuration.A rate is misused on an unauthorised distribution channel.A distributor doesn't comply with your distribution rules.A distributor has a hotel or room mapping error.&nbsp;To protect your rate strategy, we take four key actions:&nbsp;Continuous monitoring – We identify and resolve any issues, working with partners like RateGain to anticipate market challenges and detect rate discrepancies.&nbsp;Strategic segmentation – We collaborate exclusively with distributors who respect your strategy, enforcing strict control policies. If a travel distributor fails to comply, we apply a strict three-strike disconnection policy.&nbsp;Advanced technology – We use cutting-edge data analytics and machine learning to prevent rate leakages and ensure precise distribution.&nbsp;Global support – We have trained thousands of local experts, allowing you to access top-tier global support, with a dedicated team resolving all cases within 24 hours.&nbsp;Thanks to these measures, we have reduced hotel rate leakages by 75% in the past five years. Our current rate discrepancy ratio stands at just 0.005%, and we are actively working to bring it down to zero.&nbsp;Our priority is ensuring a safe, stable, and profitable distribution strategy for your hotel.&nbsp;Start optimising your hotel distribution with HBX GroupNow that you understand how our distribution strategy works and what you can expect from a partnership with HBX Group, it’s time to take the next step.&nbsp;Simply fill out the form below, and we will get in touch to help you set up your profile and start receiving bookings as soon as possible. At HBX Group, we also offer the Hotel Onboarding Programme to guide you through your first steps with us.&nbsp;Join today and start distributing your rooms faster, safer, and more efficiently!&nbsp;Register your property

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HBX Group’s Hotel Distribution Strategy Explained: All You Need to Know

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

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

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

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

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

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

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

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[REPORT] HBX Group’s Journey Toward Excellence

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

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Scott Patterson cybersecurity best practices

The Cyber Shield: Safeguard Your Business with Best Practices

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

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Cybersecurity Paula Felstead insights

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

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

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cybersecurity how to protect yourself key insights Christo Butcher Fox IT

Cybersecurity: How to Protect Yourself in the Digital Battlefield

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

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Upselling Techniques for Hotels to Boost Revenue in 2026

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

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

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