The hotelier’s guide to growing group business in 2026
Win more meetings, events, and group bookings with smarter strategies designed to increase conversions, strengthen planner relationships, and drive long-term revenue growth.
A practical guide for hoteliers on winning group business in 2026, covering proposal quality, planner relationships, and data-driven targeting of corporate and SMERF accounts.
Photo by Cendyn™
Group business continues to be one of the strongest revenue opportunities for hotels in 2026. From corporate meetings and conferences to weddings and SMERF events, hotels that understand what planners want and how to streamline the booking experience are better positioned to capture demand, increase occupancy, and grow revenue.
Today’s planners expect more than competitive rates. They’re looking for seamless experiences, fast responses, flexible policies, and personalized communication that makes planning easier. Hotels that align their sales and marketing strategies around these expectations are winning more group business and building stronger long-term relationships with planners.
In this guide, you’ll learn how to:
Improve proposal quality and response speed to increase conversions
Build stronger relationships with corporate and third-party planners
Use data insights and market intelligence to target high-value accounts
Drive more revenue opportunities through meetings, events, and extended stays
Whether your goal is increasing weekday occupancy, strengthening your pipeline, or improving win rates, this guide will help your team attract and convert more group business in 2026 and beyond.
About Cendyn
Cendyn is a global hospitality cloud-based technology company that enables hotels to drive revenue, maximize profitability, and create deeper connections with guests through its integrated solutions. Serving hoteliers for nearly 30 years, Cendyn drives commercial success for hotels through its Find, Book, Grow promise: find the right guests, drive them to book direct, and grow loyalty and revenue across the spectrum of digital guest interactions.
Cendyn has over 35,000 customers worldwide in more than 150 countries generating more than $20 billion in annual hotel revenue. The company supports its growing customer base from locations across the globe, including the United States, France, the United Kingdom, Singapore, Bangkok, and India. To find out more, visit cendyn.com