Booking website HotelREZ says its niche marketing programme has led to a 39% growth in reservations and yielded 32% growth in revenues for participating hotels.
The marketing programmes, says HotelREZ, allow hoteliers to focus on guest preferences, such as pet-friendly, gourmet, golf and spa or hotel type such as boutique or airport hotels for corporates.
Niche markets have seen a steady rise in recent times and a recent Forbes report said wellness tourism could reach US$919bn by 2022. Likewise, the American Association of Retired Persons (AARP) reports that there is expected to be a sharp uplift in baby boomer demand for golf and travel due to the forecasted growth of this demographic.
HotelREZ promotes its members’ niche offers via its website to agencies and CEO Mark Lewis says: “Standing out from the crowd and competing for guest loyalty continues to be a priority for even the most experienced hoteliers. It’s great that we can offer our members a simpler and more cost-effective way to promote their offerings to niche markets.”
Richard Williams, national agency manager, The Vale Resort, comments: “HotelREZ’s niche marketing programmes have proven extremely effective as we attract both corporate and leisure guests. They have enabled us to sell our leisure side of the business to a classic corporate traveller who wouldn’t normally consider these amenities for a business trip.”
HotelREZ offers services to more than 1,500 independent hotels.