4 Creative Ways Hotels Are Driving Group Sales Revenue


As hotels head into the final quarter of 2020 and continue their reopening efforts after coronavirus lockdowns were lifted, none of them are going back to business as usual. Many hotels are offering extended stay deals, grab and go service, catering, and opening their event spaces and dining to a smaller capacity. But a few hotels have reopened and reframed their operations in a creative way to draw new customers and revenue.

Here’s a look at four creative trends we’re seeing from hotels:

1. Microparties and microweddings

Diamond Mills Hotel & Tavern is a boutique hotel with a farm to table restaurant and an event venue nestled in charming Saugerties, N.Y., overlooking the picturesque Esopus Falls. They’ve been creative with their offers for their guests, including a partnership with a local ski resort for discounted lift tickets. But the most creative and timely offer they have is for their microweddings and parties, offering a package that starts at just $99 per person and includes a champagne toast, tableside wine service, family-style hors d‘oeuvres, and a custom three-course dinner, plus a personalized wedding cake. With their beautiful outdoor space overlooking the falls, they’re a perfect choice for that big special day, and they’re taking all the necessary precautions to ensure it’s a beautiful day for everyone.

2. Vertical concerts 

Large concerts and music festivals have been postponed, but there have been many creative ways for people to continue to see live music, whether it be in outdoor parks and commons or drive-in movie theaters. The newest to pop up has been vertical concerts, with the first festival in North America hosted at Bahia Mar Fort Lauderdale Beach. This innovative, one-of-a-kind house music festival, titled House In The Hotel, took place in October. The hotel offered a ticket and room combo deal (tickets beginning at $112 per person, not including room booking of $450), giving up to four people a night to remember — partying on a balcony while watching an exclusive, full-production, 4-hour show with three major DJs, that felt like a private concert. If EDM isn’t your style, keep an eye out for a show in your preferred genre as it seems like vertical concerts may become a thing.

3. Pop-up events

Pop-up events have been a trend since lockdown began in March, with families having drive-by birthdays and showers.  These pop-up events have since grown with drive-in movie theaters turning into concert venues and stadiums and parks turning into drive-through experiences such as the Jurassic Quest at Gillette Stadium in Foxborough, Mass.  

Some hotels have begun to participate in these pop-up events, hosting attractions for small groups and families while still staying compliant with COVID-19 safety regulations. Partnering with local gyms and fitness instructors has been a big win for hotels, allowing these fitness professionals to use their outdoor common space or inside ballrooms to allow for proper distancing while working out has been a big win for all parties.

In addition, some hotels are getting a bit more creative with their pop-up, offering glamping packages. The Hoxton Hotel, which is about 90 minutes outside of London, offered their guests an outdoor tent with a real bed, and all the necessary perks to make their glamping experience wonderful.

4. Virtual experiences

In the interest of safety, some hotels have also introduced new virtual experiences that vary from cooking and cocktail classes to virtual conferences and seminars. The Betsy Hotel in Miami teamed up with Florida International University and John Stuart (Executive Director of Miami Beach Urban Studios/FIU), for an interactive series called Zen and the Art of … Architecture, Photography, Poetry, and Music, where they hosted professionals live at their hotel and livestreamed their webinars and seminars to attendees. 

The most special virtual experience out there has to be the virtual additional for mico weddings. Hotels have been creating custom, special packages for couples to enjoy their big day. But it’s what the Four Seasons Hotel Houston has to offer that makes those weddings even more special, an I Wish You Were Here add-on package for the guests who weren’t able to make it.  This add-on includes a custom cocktail kit, mini cupcake, wedding day agenda with Zoom link, Four Seasons Spa products, and a postcard, and it’s sent directly to your absent guests’ door so they can enjoy the big day right there with you from wherever they are. 

Get inspired

These four trends are a great place to start if your hotel is looking to add something new to drive sales and bookings through the 2020 holiday season and the beginning of 2021. Once you launch your new offer, make sure to use a tool like Tripleseat to help you increase and manage the group sales that are essential for filling hotel guest rooms, booking event function spaces, growing banquet revenues, and increasing your overall revenue. Schedule a demo to learn more about Tripleseat.

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