Hospitality

You’ve optimized room rates. You’ve improved your F&B program. What else can you do to increase your hotel’s revenue?

Get social. We’re not talking about social media, but rather using social events to encourage guests to spend more and attract more revenue-generating customers from the community. Here are just a few types of events that hotels around the world have embraced.

Drinks are a key revenue booster for any hotel event. Don’t have a lobby bar, or enough staff to mix drinks? No problem. All you need is the Bartesian Professional Cocktail Machine: a simplified cocktail maker that combines all-natural flavoring, spirits and water to make premium cocktails and mocktails in 30 seconds. No expertise is required, because Bartesian walks the user through the process. Just select the desired strength, insert a cocktail capsule, and set the glass in place. Best of all, Bartesian delivers an average 85%+ margin per drink.

1. Art exhibitions

Andaz West Hollywood, a Hyatt property, brings in crowds with art openings as its lobby artwork changes throughout the year. The Betsy South Beach has become famous for the public art exhibitions it hosts around the Art Basel festival each year.

2. Dog-friendly events

Pups on the Patio. Bark & Brunch. Yappy Hour. Whatever you call it, social events that welcome dogs can be a fun way to set your hotel apart and endear yourself to pet owners. Provide special dog treats and plenty of water bowls!

3. Residencies

Inviting an artist, writer, musician or mixologist to your hotel for a creative residency is an innovative way to build buzz and draw people in. Ace Hotel, a global collection of boutique hotels, has a formal Artist in Residence program in which artists are invited to turn a hotel room into their studio for a month, then show the resulting body of work to the community.

4. Vinyl nights

St. Julep, the rooftop bar at the Kimpton Sylvan Hotel in Atlanta, Georgia, hosts a weekly “Thank God It's Vinyl” night. There’s a pop-up record shop and three live DJs spinning all genres of vinyl.

5. Game nights

Board games and card games are back in a big way, as people crave ways to connect that don’t involve tech. The Beaumont, a luxury London hotel, has seen success hosting monthly game nights: chess, backgammon, Rummikub, Scrabble or cards. The Line LA hosts “Love, Peace & Spades”: “a monthly game night for anyone looking for a fun space to kick it and bond over classic Black family games such as Uno, Dominoes, and, of course, Spades—and if you need lessons, don’t worry, we got you.”

6. Mahjong meetups

One traditional game seeing a surge in popularity in the U.S. is mahjong. Travel+Leisure reports that more hotels and resorts are offering — and selling out — hosted mahjong nights. Consider providing lessons for guests who are new to the game.

7. Pop-up markets

Local artisans and vendors + your hotel lobby = a match made in heaven. Vendors appreciate the chance to reach a new audience. Guests enjoy browsing unique, handmade items (and picking up a few souvenirs to take home). And hotel operators benefit from having extra life and activity in the lobby space.

8. Pool parties

DJs. Poolside snacks. Summery cocktails (courtesy of Bartesian Professional). Selling tickets to events at the hotel pool can be a big revenue booster. Just make sure your guests will enjoy the party too — a free drink or appetizer can go a long way toward making sure they’re happy. And it’s essential to have enough staff poolside to keep everyone safe and monitor alcohol intake.

9. Language classes

Today’s travelers have a genuine desire to connect with local culture, but it can be hard to bridge the language gap. That’s why more hotels are offering fun, basic language classes and conversation hours: Creole in the Seychelles, Arabic in Morocco, and Spanish in the Dominican Republic.

10. Wine classes

More than just a wine tasting session, classes with a certified sommelier are a popular opportunity for guests to mingle and locals to come into the hotel. Wine dinners with a regional theme can also be a big draw.

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