Our latest Business Barometer Members’ Survey has identified new business opportunities for independent hotels and small hotel groups.
Currently, 56% of members who responded to the survey work with independent and small hotel groups and 73% believe that a partnership with such hotels would be relevant to their business. Yet, results also showed that only 53% of tour operators and 36% of attraction members who responded to the survey consistently work with independent and small hotel groups.
The ability to book group accommodation was identified as a key factor when companies are considering working with these types of accommodation providers. 63% of all respondents and 79% of tour operator members responding to the survey said the ability to book groups would definitely enable partnerships.
A further 61% said that more awareness of what’s available and group discount rates would encourage them to work with these types of hotels.
Five additional ideas were highlighted by members as to what would encourage them to work with independent hotels and small group hotels:
- Train hotel managers to effectively engage with the travel trade
- Offer special rates for travel trade
- Consider including supplier product as added value offer to clients
- Actively seek to work with tour operators
- Work harder to have a stronger digital presence
CEO, Joss Croft commented “Our tour operator members frequently tell us about their difficulties with finding and securing enough good quality accommodation to satisfy the demand for their groups, particularly outside the big cities in the UK. As our survey has highlighted, one factor could be that these types of accommodation providers have a low awareness of how to work with the travel trade and the revenue and benefits it can bring. Our current accommodation members have benefited hugely from being a part of UKinbound and we are keen to try and secure more relationships with independent and small group hotels all over the UK to mutual benefit.”