While travel as a whole is expected to decrease in 2019 when compared with 2018, business travel for all purposes is expected to grow. According to the U.S. Travel Association’s December travel trends index, 2018 was business travel’s best year since 2010. With the most recent index showing a continued growth trajectory this year, group business especially should be a major focus for every venue.
Because of its predictable nature — unlike leisure business — group makes up 15% to 50% of the revenue potential for most hospitality organizations. However, figuring out exactly what appeals to planners and how to grab a bigger portion of group travel business can seem elusive.