Recently, I had to book around 30 hotels for a group road trip, and I was surprised by how many accommodations either don’t have a website or don’t update their business profiles with direct contact information. This got me thinking about how much revenue hotels might be losing—especially when it comes to group bookings for active tourists like cyclists, yoga groups, and adventure travelers.
If your hotel isn’t targeting these types of guests or doesn’t have a way to encourage direct bookings, you could be missing out on a major source of revenue. Here’s why group bookings from active tourism can boost your hotel’s profits and how a well-designed website plays a key role in making that happen.
Why Group Bookings for Active Tourism Are a Game-Changer
When it comes to active tourism, we’re talking about people who love cycling, hiking, yoga retreats, or adventure activities. These tourists usually travel in groups and stay longer than the average guest. More importantly, they often book several rooms at once, making them incredibly valuable for your hotel. Here are some clear benefits:
- Higher Revenue per Booking: A group booking typically means multiple rooms, longer stays, and higher overall spending on things like meals and services.
- Repeat Business: Active tourists are often part of clubs or communities, meaning they could come back annually or recommend your hotel to others in their network.
- Less Reliance on Third-Party Platforms: Encouraging direct bookings for these groups means you can avoid paying commission to third-party platforms like Booking.com or Expedia, which can eat into your profits.
The Power of Direct Bookings
Let’s break it down: if a room costs €100 per night and an Online Travel Agent (OTA) takes a 20% commission, that’s €20 per room per night. So, if a group books 5 rooms for one night, that’s already €100 lost to commission. Now imagine this over several nights or with larger groups—it adds up quickly!
By making it easy for groups to book directly through your website, you’re not only avoiding commissions but also building a direct relationship with your guests, which increases the chance they’ll come back or refer others.
How to Attract Group Bookings for Active Tourism?
So, how can you make sure your hotel is catching the eye of these active tourists? Here’s what needs to be done:
Have a Professional, Easy-to-Use Website added to Google Business Profile!
Your website is often the first place potential guests will visit, but just as important is making sure it’s linked to your Google Business Profile. When people search for hotels, especially for group bookings, they often use Google, and having your website directly linked to your profile makes it easy for them to visit, learn more, and book directly. A clean, professional, and user-friendly website, paired with an updated Google Business Profile, makes a powerful combination to capture potential guests right at the moment they’re ready to book.
Showcase Group-Friendly Amenities
If you’re catering to cyclists, hikers, or yoga retreat groups, make sure your website highlights the facilities they care about. Do you have secure bike storage? Large open spaces for yoga? Mention these clearly.
Promote Special Group Offers
Groups often look for discounts or added value for bulk bookings. Use your website to promote group packages or special rates for longer stays, including perks like meals, guided tours, or equipment storage.
Make Direct Contact Easy
Ensure your contact details are front and center on your website. Many groups prefer to negotiate directly with hotels to get the best rate. Don’t hide your phone number or email address—make it easy for people to get in touch.
Optimize for Local SEO
When active tourists are searching for “hotels near [location] with group rates,” you want your hotel to be the first one they see. Optimizing your website for local search terms helps make sure you show up in those crucial search results.
Your Website Is a Smart Investment
In today’s digital world, a professional website isn’t just a nice-to-have—it’s essential. Active tourists are searching for accommodations online, and without a user-friendly website, you risk losing direct bookings to third-party platforms. Whether you’re targeting cyclists, yoga retreats, or adventure groups, I can help you create a custom website that showcases your hotel’s strengths and makes booking easy.
Let’s talk about how you can increase your group bookings and revenue. Feel free to reach out!
About the Author
With over 10 years of experience in tourism and 3 years in web development, I’ve been on both sides of the hospitality industry. From organizing group stays to building websites that drive direct bookings, I understand what hotels need to succeed. I’m here to share that knowledge and help your hotel stand out to active tourism groups.
