Hotels Drive Demand By Marketing to Niche Groups
In the face of economic uncertainty, global unrest, and lingering effects of the COVID-19 pandemic, travelers are defying the odds and embarking on journeys in search of adventure and connection. Despite high credit card interest rates and sporadic layoffs, the desire to make up for lost time and canceled trips during the pandemic's peak has fueled a surge in leisure travel.
Among the most active participants in this resurgence are social groups, ranging from bachelor and bachelorette parties to seniors, couples, and families eager to reconnect after prolonged separation. Recognizing this trend, hotels are adapting, offering innovative packages and experiences to entice these groups away from the competition.
Andrea Grigg, global head of hotel asset management at CBRE, notes the shift in hotel marketing strategies. While hotels previously relied on word-of-mouth and existing leads to attract group bookings, they are now proactively targeting this lucrative niche. Understanding the diverse motivations behind group travel is crucial, with hotels tailoring packages to cater to multi-generational guests seeking meaningful experiences.
Sarah Lynch, COO of Brick Hospitality, emphasizes the importance of personalized marketing efforts tailored to specific demographics. From special promotions to targeted social media campaigns, hotels are leaving no stone unturned in their quest to capture the attention of group travelers.
Specialized offerings abound, with resorts like The Kartrite Resort & Indoor Waterpark in New York providing seasonal promotions and tailored packages for celebrations and events. Talya Regan, director of marketing, underscores the importance of showcasing the breadth of experiences available to guests, leveraging promotions to enhance the allure of these destinations.
Nick Falcone, CEO of Rentyl Resorts, echoes the sentiment, highlighting the booming demand for group travel experiences post-pandemic. From weddings to bachelor parties, Rentyl's marketing emphasizes unique activities and immersive experiences designed to create lasting memories.
Even properties like The Curtis in Denver are getting in on the action, with themed packages catering to nostalgic sensibilities and holiday festivities. Megan Pierce, Director of Sales and Marketing, anticipates continued interest in these themed offerings as they tap into guests' desire for unique and immersive experiences.
Across the pond, Kilkea Castle in Ireland has become a sought-after destination for weddings and celebratory gatherings. General Manager Aidan O'Sullivan emphasizes the importance of crafting compelling packages tailored to each group's preferences, whether it's an equestrian excursion or a day of golf and relaxation.
Ultimately, the resurgence of group travel underscores the resilience of the leisure market in the face of adversity. As hotels continue to adapt and innovate, catering to the diverse needs and desires of social groups, the future of travel looks promising, offering a beacon of hope in uncertain times.
