A new report from Amadeus and Meeting Professionals International (MPI) integrates global market data with insights from industry specialists to highlight six crucial trends that will shape hospitality over the coming year. The comprehensive guide, Hotel Sales Stars: The Ultimate Strategy Playbook, is designed to assist hoteliers in navigating the entire sales journey and capitalizing on new opportunities, from prospecting to relationship building.

Hotels are catering to the growing demand for group accommodations in 2024 by prioritizing the strengthening of customer relationships, the enhancement of prospecting for new and repeat business, and planning and executing group events more effectively. Data from Amadeus’ Demand360® also shows that group travel is poised for continued growth, as the number of rooms committed for June 2024, as of June 14, 2024, is pacing ahead of same time last year.

This positive industry momentum, along with shifting customer preferences, offers opportunities for hospitality professionals to adapt their sales and event strategies to align with these six industry-defining trends:

1. Business travel is resurging. Increased bookings and spending signal ongoing growth in corporate travel. Businesses are having to remain vigilant in addressing rising travel costs, economic uncertainties, budget constraints, and travel disruptions to ensure the continued success of their travel programs.

2. Smaller meetings are growing more popular. In the fourth quarter of 2023, the average meeting in the U.S. hosted 112 attendees, with 40% having 75 people or fewer. Sales expertise in the small to mid-size market is increasingly required along with the ability for quick decision-making. This poses unique challenges for meeting planners, who must put in as much effort for small events as they would for larger ones.

3. Expectations for the attendee experience are elevated. The desire for more thoughtfully curated events – boutique experiences, unique venues, and exclusive spaces within hotels and resorts – is increasing. Smaller cities that can provide attendees with unique, fresh experiences have gained popularity as event locations.

4. The level of focus on sustainability has increased. Hotels are increasingly adopting tools and rewards to highlight their strong commitment to sustainability. Forward-looking hotels are also pioneering methods to provide customers with concrete data as to an event’s carbon footprint, focusing on such areas as local sourcing, carbon and resource usage, renewable materials, and community engagement.

5. Value is paramount. As organizations seeking to reduce costs in business travel and meetings make cutbacks in the number of off-site activities, food and beverage choices, and number of nights for external events, venues that customize offerings and demonstrate flexibility will stand out.

6. Staffing continues to be a challenge. Teams are facing the dual challenge of juggling multiple tasks and responsibilities while continuing to achieve sales targets despite the increasing difficulty in maintaining high service levels due to high staff turnover rates and the loss of institutional knowledge as staff depart. In response, forward-looking organizations are exploring innovative ways to develop the next generation of travel professionals.

Experts emphasize the need for hoteliers to stay ahead of changes and be able to respond to them quickly. Focusing on creating value is especially crucial for winning and keeping business in a competitive landscape.

Iain Saxton, Senior Vice President, On-Property Solutions, Hospitality, Amadeus says, “In an industry as dynamic as hospitality, staying ahead requires strategic foresight and insights from those who lead the way. That is why we are excited to introduce this new report by Amadeus and Meeting Professionals International highlighting these six key trends for 2024. These trends, paired with key strategies and expert insights, offer hospitality professionals an opportunity to adapt their sales and event strategies effectively.”

To read more from our industry experts, download the report, Hotel Sales Stars: The Ultimate Strategy Playbook.