Fixing group business
📅 Nov 14, 2025, the article highlights that while hotels have advanced in transient direct bookings, group sales remain outdated, relying on legacy systems and intermediaries. Existing technologies like digital ads and UX-led experiences could modernize group bookings, reducing commissions and acquisition costs, thereby improving profitability. Automation can enhance conversion rates by speeding up responses and streamlining workflows. Emphasizing direct bookings for groups could replicate the success seen in transient sales, offering hotels valuable first-party planner data.
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