Despite high interest rates on credit cards, layoffs in some sectors of the economy and general unrest in parts of the world, travelers are still hitting the road looking for fun adventures. They are making up for trips canceled during the height of the COVID outbreak.
One of the busiest segments of this soaring leisure travel is among groups, such as bachelor and bachelorette parties, senior, couples, destination weddings and family reunions, all of whom might have not seen each other during the worst days of the pandemic and want to reconnect in a big way. Hotels are responding with value-added creative packaging to attract these guests and lure from them away from the competition.
"Social groups, like bachelorette and bachelor parties, girlfriends, birthdays, family reunion trips, weddings, etc., are looking for togetherness, reconnecting, and celebration of life milestones," said Andrea Grigg, global head of hotel asset management at CBRE.
In 2022, due to an abundance of leads, hotels were taking orders more than intentionally marketing to these groups, Grigg said.
"I think hotels have learned from this experience and are now purposefully marketing to this profitable niche. Marketing to and servicing social groups must cater to multi-generational guests and understanding the motivation for the trip to capture the business is key," Grigg said.
The hotel operations team and their ability to deliver a memorable and stress-free experience from site inspections to the special day go a long way, she said. Adapting corporate meeting areas for elaborate family reunions and converting boardrooms into family hospitality suites, offering group outings and rethinking the delivery of banquets will help round out the guest touch points to deliver on the service demands from social groups.
"We often create special packages and deals for these groups and provide information on local attractions, events, or activities that are particularly attractive to the specific group we're targeting," said Sarah Lynch, chief operating officer of Brick Hospitality. "Our hotels also are tailoring their online advertising and social media campaigns to reach specific demographics."
The Kartrite Resort & Indoor Waterpark, located in Monticello, New York, offers seasonal fall promos that include 10% off a one-night stay and 20% off a two-night stay. More promos will be offered throughout the holiday season, including Friendsgiving and Holly Jolly Holidays, said Talya Regan, director of marketing. There also are special birthday promotions, and others that include four free splash passes to the waterpark.
"It's important for resorts like ours to showcase the diverse range of celebrations and events offered, and special packages and promotions only make such locations more enticing," Regan said.
Nick Falcone, chief executive officer of Rentyl Resorts, said group travel demand is booming.
"With the people around the globe starting to figure out ways to manage life post-pandemic, we are seeing weddings and the ancillary events surrounding them, such as bachelor and bachelorette parties and other friends and family gatherings, increasing at exponential rates."
Rentyl's marketing to groups highlights activities such as golf activations, bar experiences, live entertainment and other unique experiences.
The Curtis, a DoubleTree by Hilton property in Denver with pop-culture-infused guest rooms, also has been selling packages for different groups, said Director of Sales and Marketing Megan Pierce. For example, this past summer, the hotel ran the “90s Kid Package," offering the entire Fun & Games floor, along with added amenities of the 1990s with themed snacks, drinks and accessories such as moon shoes and neon snap bracelets.
During the holidays, The Curtis provides a Hyper Holiday room that brings "favorite seasonal décor to life in one space," Pierce added. This package also includes a holiday drink, movie rentals and holiday treats.
"We anticipate continued interest in these immersive themed packages as we close in on 2024," Pierce said.
Across the Atlantic Ocean, Kilkea Castle in Castledermot, Ireland, welcomes a steady stream of group demand and has packages specifically catered around wedding season.
"Kilkea Castle is one of the top venues in Ireland to host weddings, bachelor and bachelorette parties, and important celebrations and we book as far as a year in advance for this type of occasion. We work to create compelling packages that cover all of our bases," said Aidan O'Sullivan, general manager at Kilkea Castle.
For example, with bachelorette parties and girlfriend getaways, the resort creates experiential packages. These can include everything from an equestrian excursion riding out cross country to the nearby Wicklow Mountains, an afternoon of shopping and exploring the nearby Kildare Village or the city of Dublin, followed by a combination package of wellness treatments and private fitness classes at the luxury spa.
For bachelor groups, Kilkea Castle offers a variety of experiences that allow for male bonding and competition, O'Sullivan added. A game of golf on the resort's 18-hole golf course or an afternoon of skeet shooting are popular options. These male guests also enjoy the hotel's spa to relax and unwind after a day of outdoor competition.
"I have found that Kilkea’s guests are looking for that unique, personal experience. We focus on the 800-plus years of history, the fact that we are one of the oldest family-owned hotels in Ireland, and that we offer something that is both luxury and personal," O'Sullivan added.