Group bookings can represent a significant revenue opportunity for hotels. However, this opportunity isn’t being exploited as well as it could be as the manual processes for groups make it challenging to book an extended stay. Attendees want the ability to book shoulder nights and participate in the phenomenon of Bleisure, the practice of combining business travel and leisure travel when they’re travelling for a meeting or event.
Booking these additional nights can be cumbersome with the vast majority of event attendees simply choosing to visit their favourite Online Travel Agency (OTA) and booking their additional nights in a transient fashion. When this happens (and there is an official term for this = a Book Around), there are numerous issues;
IDEM Hospitality has found that given the opportunity, 28% of attendees will book shoulder nights adding an additional day or two to their trip. Given that a typical Hotel has 240 rooms and if they’re doing 20% group business from meetings & events, this could add an additional 1,400 room nights per annum from these shoulder nights.
IDEM Hospitality’s platform makes it easy for attendees to easily book shoulder nights during the online booking process. This seamless approach means that hotels can easily add 6% - 25% to their top line without any additional effort on their part.
Further, the hotels are also able to offer Room type upsells and additional services around the event. There aren’t many opportunities where hotels are able to boost the top line without any incremental effort. If you’d like to hear about how you can implement this platform for your hotel, please contact us today!