Why the group travel market matters (for hotels)
Partnering with the group travel market is a win/win for your property or hotel company and its visitors.
A 2025 article in Travel Weekly stated that the global group travel market is expected to grow to $651 billion by 2034. The growth of this market is proof that you should stay connected to tour operators now and in the years ahead.
But even beyond the financial benefits of prioritizing the group travel market, there are other benefits as well.
Group travel…
- Brings repeat business through tour operators who will bring groups to your property year after year (and often multiple times in the same year)
- Increases your year-round revenue because of operators’ flexibility with dates and willingness to visit during non-peak times
- Gives you the chance to increase revenue streams through upsells such as conference room rental and special offerings to groups
- Exposes your property or hotel company to a larger audience through tour operators and tour-related media, which increases visibility and attracts more visitors.
- Offers a way to sell a large number of room nights in one transaction.
- Allows your hotel to work with a single point person when booking their group of guests
- Helps you forecast your occupancy due to operators’ need to book far in advance
- Often results in less wear and tear on guest rooms, as group travelers are typically out touring for much of the day, and tend to be more respectful of your property
- Assists with the efficiency of room turnover, as tour travelers typically depart a hotel early in the morning.
- Diversifies your guest base through the variety of travelers who visit with groups
- Means positive word of mouth among tour operators. Earning the loyalty of an NTA tour operator will spread to their colleagues in the NTA community, and your business will grow.
Year-round revenue. Repeat business. A diverse visitor base. If you want all that and more, group travel is the market for your property or hotel company.