The Future of Group Business: 12 Trends Hotels Can’t Ignore

Insights adapted from HSMAI Rising Sales Leader Council

Group business is evolving faster than ever. From corporate events to sports teams and government meetings, this segment remains an essential part of hotel sales and the way hotels respond to it is changing. The HSMAI Rising Sales Leader Council recently discussed the current state of group travel, and their insights reveal both opportunities and challenges for hotel sales teams.

At SendSites, we see these same shifts every day in how our partners approach proposals.

Here’s a look at the 12 trends shaping group travel right now and how sales teams can stay ahead.

Three Notable Shifts in Group Travel

1. Business + Leisure:

Work trips are blending with personal or family vacations, creating higher expectations for experiences beyond the meeting room.

2. Creative Connections:

Tradeshows, retreats, and networking events are leaning on local community partnerships to deliver memorable, sharable experiences.

3. Flexibility on Blocks:

Cutoff dates are becoming more flexible, giving hotels opportunities for earlier room block reviews and smarter inventory decisions.

Four Strategies Hotels Can Use to Attract New Business

4. Showcase Uniqueness

Don’t just send a rate and date grid. Highlight what makes your property stand out.

5. Negotiate Smartly

Structure concessions and rebates in ways that make sense for both the hotel and the group.

6. Partner with CVBs

Leverage CVB programs to broaden your reach, especially when competing outside your local market.

7. Get Creative with Concessions

Two Ways New Hotels Are Being Developed

8. Immersive Spaces:

New builds are prioritizing multi-purpose and experiential meeting spaces that are dynamic, shareable, and flexible.

9. Apartment-Style Demand:

With the rise of apartment hotels and vacation rentals, short-term lodging is reshaping expectations for both leisure and group travelers.

Three Growing Concerns of Group Business

10. Slow Response Times:

Delayed RFP responses are a deal-breaker. Waiting too long could cost you the business.

11. Concessions Fatigue:

As negotiations stretch longer, hotels must find ways to balance profitability with competitive packages.

12. Contract Complexity:

What This Means for Sales Teams

Planners are increasingly wary of lengthy, rigid contracts that pose financial or legal risks.

That’s where SendSites comes in. Our platform allows hotels and DMOs to:
• Respond to RFPs in minutes - not days
• Showcase experiences visually, not just in PDFs
• Keep proposals flexible, personalized, and on-brand
• Provide planners with a simple, engaging, mobile-friendly link instead of static attachments

In a competitive market where every hour counts, being first, fast, and memorable isn’t just a goal - it’s the path to winning more group business.