Commonly when those of us in the hospitality industry think about groups we tend to think big groups (traditionally any booking of 10 rooms or more): meetings, incentives, conferences, large weddings, trade shows, galas, special events etc. However, big groups aren’t the only groups that you should be focusing marketing and sales efforts on. Small groups count too!
As many as 1 in 3 booked hotel rooms are part of a group and at one end are the large business-type gatherings and at the other are the smaller groups: family reunions, bachelorette getaways, and the like. Small groups tend to plan their gatherings at least 3 months out with 27% of respondents to a Phocuswright Inc. survey saying that they plan their small group leisure travel at least 6 months ahead of time.If you look at group data even more closely, 60% of groups travelling and booking are considered small groups (less than 10 rooms). Click To Tweet
So what can you do to ensure that you’re targeting small group business?
CHECK YOUR WEBSITE: Are there images showing small groups? Is the ability to book small groups and group activities apparent?
CHECK YOUR BOOKING ENGINE: When you go to book a small group, can you book multiple individual rooms at a time or would a group lead have to go through the entire process for as many times as rooms they needed?
CHECK YOUR UPSELL: When booking a small group at your property are there group bookings available for the activities you have to offer? Can you make anything available that would enhance the experience of let’s say, a family reunion at your Caribbean hotel? A private beach bonfire with s’mores or a guide-lead botanical tour or cooking lessons come to mind.
Rethinking the term groups will allow your property to increase revenue by introducing initiatives aimed at small group bookings, which are the majority of group travel.