Nurturing Niche Markets: Small Hotels Thrive Through Social Events

In the competitive landscape of the hospitality industry, smaller hotels are discovering a lucrative niche in hosting intimate social events like weddings and family reunions, effectively capturing group business that might otherwise be dominated by larger full-service establishments. Despite the challenges posed by major conferences and citywide events, the enduring appeal of these smaller gatherings has remained steadfast, serving as a reliable source of revenue for hotels of varying sizes.

The Moxy Virginia Beach Oceanfront in Virginia Beach, Virginia, exemplifies this trend, with an estimated 80% of its group business stemming from small social groups. According to sales manager Abigail Cashman, the hotel’s intimate setting of only 134 rooms fosters a vibrant social scene that appeals to clientele seeking an exclusive and personalized experience. Similarly, Bethany McCann, director of sales for The Inn at Stonecliffe on Mackinac Island, Michigan, emphasizes the importance of small social groups in driving success, particularly in boutique luxury resorts like hers. These hotels may lack the capacity to host large-scale events but excel in curating bespoke experiences tailored to the preferences of discerning guests.

Central to the allure of these events is the emphasis on creativity and customization, as highlighted by McCann. Whether it’s refreshing meeting spaces, crafting unique dining experiences, or offering specialty food and beverage options, hotels strive to realize the client’s vision with meticulous attention to detail. This commitment to personalized service extends to accommodations, amenities, and event spaces, creating an atmosphere that resonates with guests seeking a distinctive and memorable experience.

Moreover, the role of referrals and repeat business cannot be overstated in sustaining the momentum of small group bookings. By cultivating relationships with local event planners and industry specialists, hotels like The Inn at Stonecliffe foster a network of advocates who champion their offerings to prospective clients. Jess Johnson, area director of sales and marketing at Aimbridge Hospitality, underscores the transformative power of exceptional guest experiences in driving repeat business, emphasizing the ripple effect of positive word-of-mouth referrals.

Beyond domestic markets, the demand for small social events transcends borders, as evidenced by the consistent patronage of venues like the Kilkea Castle Hotel & Golf Resort in County Kildare, Ireland. Director of sales Adrian Mooney notes the resort’s versatility in accommodating various gatherings, from religious events to high-end weddings, underscoring the universal appeal of intimate social gatherings in hotel settings.

Looking ahead, industry experts like Izzy Kharasch recognize the enduring relevance of small and midsize hotels in catering to the demand for family gatherings and social events. By adopting a proactive approach and offering tailored packages, promotions, and amenities, hotels can further solidify their position in this lucrative segment of the market. The key lies in treating small groups with the same level of attention and care afforded to larger events, thereby cementing their status as the lifeblood of day-to-day business operations.