By: Iain Saxton, Senior Vice President, On-Property Solutions, Hospitality, Amadeus

Providing value and personalization to individual travelers is crucial in today’s hotel industry, driven by the rising demand for unique experiences and an increasing focus on sustainability. 

Group travel is no different, as hoteliers recognize the importance of this segment for annual revenue contribution and long-term business development. Data from Amadeus’ Demand360® shows that group travel is poised for continued growth, as the number of rooms committed for June 2024, as of June 14, 2024, is pacing ahead of the same time last year. 

This positive momentum, along with shifting guest preferences, offers opportunities for hospitality professionals to adapt their sales and event strategies. Whether hoteliers want to grow and strengthen customer relationships, enhance prospecting for new and repeat business, or plan and execute events more effectively, they can use the following six industry-defining trends to shape their plans and make this year their most profitable yet.

  1. Business travel is resurging. Increased bookings and spending signal ongoing growth in corporate travel. Businesses have to remain vigilant in addressing rising travel costs, economic uncertainties, budget constraints, and travel disruptions to ensure the continued success of their travel programs.
  2. Smaller meetings are growing more popular. In the fourth quarter of 2023, the average meeting in the U.S. hosted 112 attendees, with 40% having 75 people or fewer. Sales expertise in the small to mid-size market is increasingly required along with the ability for quick decision-making. This poses unique challenges for meeting planners, who must put in as much effort for small events as they would for larger ones.
  3. Expectations for the attendee experience are elevated. The desire for more thoughtfully curated events – boutique experiences, unique venues, and exclusive spaces within hotels and resorts – is increasing. Smaller cities that can provide attendees with unique, fresh experiences have gained popularity as event locations. 
  4. The level of focus on sustainability has increased. Hotels are increasingly adopting tools and rewards to highlight their strong commitment to sustainability. Forward-looking hotels are also pioneering methods to provide customers with concrete data as to an event’s carbon footprint, focusing on such areas as local sourcing, carbon and resource usage, renewable materials, and community engagement. 
  5. Value is paramount. As organizations seeking to reduce costs in business travel and meetings make cutbacks in the number of off-site activities, food and beverage choices, and number of nights for external events, venues that customize offerings and demonstrate flexibility will stand out. 
  6. Staffing continues to be a challenge. Teams are facing the dual challenge of juggling multiple tasks and responsibilities while continuing to achieve sales targets despite the increasing difficulty in maintaining high service levels due to high staff turnover rates and the loss of institutional knowledge as staff departs. In response, forward-looking organizations are exploring innovative ways to develop the next generation of travel professionals. 

In an industry as dynamic as hospitality, staying ahead requires strategic foresight and technology investment. Focusing on creating value is especially crucial for winning and keeping group business in a competitive landscape, now and for years to come. For a deep dive on the trends outlined here along with expert insight and best practices, download the comprehensive guide, Hotel Sales Stars: The Ultimate Strategy Playbook. It’s designed to assist hoteliers in navigating the entire sales journey and capitalizing on new opportunities, from prospecting to relationship building.

About the Author:

Iain Saxton, Senior Vice President, On-Property Solutions, Hospitality, Amadeus says, “In an industry as dynamic as hospitality, staying ahead requires strategic foresight and insights from those who lead the way. That is why we are excited to introduce this new report by Amadeus and Meeting Professionals International highlighting these six key trends for 2024. These trends, paired with key strategies and expert insights, offer hospitality professionals an opportunity to adapt their sales and event strategies effectively.”