12 must-have hotel amenities to attract friend groups

Perhaps you’re already attracting these guests occasionally, or maybe you're certain your hotel is ideal for such travelers but haven't yet captured their attention. In either scenario, targeted amenities and strategic marketing can help you effectively tap into this lucrative audience.

It’s time to look beyond the usual hair dryers, air conditioning and toiletries. In this blog, we’ll lay out what characterizes friend group travelers, what they seek in a hotel and how you can accommodate this valuable guest segment by offering the best amenities.

Discover how to communicate your hotel’s value to friend groups, using your amenities as true selling points to encourage bookings and win the hearts of these travelers.

Friend groups: a valuable guest segment for hotels

Whether it's former college roommates reuniting annually or a special-occasion getaway like a bachelorette party, friend groups travel for the same core reasons: sharing experiences, reconnecting and creating memories. However, not every property will be considered suitable for a friendcation. In order to attract and accommodate friend group travelers, hoteliers should grasp their unique needs, desires and motivations.

Friend groups are by definition leisure travelers, brought together by shared interests, special occasions, events or traditions. Their stays tend to span short to medium durations. For this guest segment, communal spaces and group-friendly amenities become essential. They seek spaces to socialize, options for shared experiences and recommendations for what to do as a group.

From a hotel business perspective, friend groups represent a valuable guest segment for a multitude of reasons. For starters, these guests are great for securing future revenue and achieving steady occupancy rates. They book out multiple rooms at once, often in off-peak periods and well in advance. These travelers typically spend more onsite as well, making them a prime audience for upselling through packages, activities and additional services. Plus, they tend to share their experiences online, offering a natural boost to your reach with positive word-of-mouth.

That said, catering to friend groups comes with its own set of challenges. You’re not just meeting the needs of one guest – you’re balancing the expectations and preferences of multiple. This guest segment comes with diverse demands that all have to be met in one stay. Offering the essential amenities listed in this blog can be the deciding factor in securing bookings and ensuring every guest within the group enjoys the experience.

1. Room blocks

A room block is a set of hotel rooms reserved specifically for a group – ideally located close together. For friend groups, this offering is top priority. They usually coordinate their bookings to ensure they are accommodated near each other, often requesting adjoining rooms or suites. This enhances their experience by making it easier to spend quality time together.

Allow guests to easily reserve or request room blocks of 3 rooms and up – depending on the size of your hotel – without having to make multiple reservations. Clearly state that you offer this option on your website and other channels.

Group booking discounts

The price of a group booking can rank up quickly, so it's only natural to offer a discount in return. It can incentivize groups to book and help you boost occupancy. While a discount reduces individual room revenue initially, the increase in rooms sold and onsite spending quickly balances out the initially lost revenue. Besides, a discount for group bookings screams “This hotel is made to host groups.”

Consider offering a nice 10-15% off for group bookings of 3+ rooms and promote your discount via all your distribution channels. You can recoup this revenue by selling added-value packages, extras or services. Remember that every additional guest staying at your property is an opportunity to drive ancillary revenue.

Room suites

While room suites are a high-end option for some segments, for groups they are actually an opportunity to cut costs.

Suites with multiple bedrooms, communal spaces or even kitchenettes give groups a chance to be together while saving on cost. Think: shared living rooms, sleeper sofas, comfy seating and a dining table for takeout dinners or board games.

Market your suites as social spaces and not just luxury. They offer a central, more private place to hang out – no need to cram together in a room designed for two or monopolize the lobby.

2. Flexible check-in and check-out

Did you know, 53% of guests appreciate being able to check in anytime? Well, for groups, this is often a must rather than a want. Unlike families or sports teams, friend groups are usually traveling from different places and with varying schedules. That’s why it's a good idea to expand your time slots for arrivals and departures.

It’s not just about checking in early and checking out late – the flexibility should extend both ways. Offering flexible check-in and check-out options accommodates everyone in the group, making the entire trip a lot less stressful for everyone.

Allow guests to check in and out separately from each other, and at their own time. For this, it’s best to collect each of the group members’ details during the booking process to avoid any confusion or hold-up at the front desk. If you haven’t already, consider introducing contactless (online) check-in and check-out to make the process easier for guests and staff, for example via email or text, a mobile app or a self-service kiosk. In any case, be sure to provide clear instructions in confirmation emails.

Highlight this flexible check-in and check-out on your channels and during the reservation process, as it can greatly influence booking decisions. You can make this perk exclusive to group bookings, offer it as a “free for all” or charge an additional fee for it.

3. Fitness and wellness centers

Fitness centers and wellness infrastructure are extremely valuable amenities for group bookings. They allow for fitness-focused friends to stick to their usual workout schedules and they make for great group activities – it’s a win-win.

If your hotel offers gym or spa facilities, you’re probably already showing them off with high-quality photos. But, to really convince friend group travelers, you can:

• Clearly state the capacity of these facilities

• Make them easily bookable as add-ons or packages

• Give groups the option to reserve the entire gym or spa

• Offer group fitness classes and spa treatments

Fitness and wellness facilities are key amenities that empower you to attract groups and increase guest spending significantly.

4. Pools and hot tubs

It goes without saying that swimming pools, hot tubs and jacuzzis are highly sought after – especially among friend group travelers. They provide the perfect on-site activity and a laid-back space for friends to hang out together.

Just like any other facilities, the first step should be to showcase your pool or hot tub on your website, OTAs and social media using compelling imagery. The next step is to make these spaces even more attractive for friend groups, for example by providing extra poolside seating and group-friendly activities or services.

Thirdly, offer enticing pool-related add-ons and packages on your website to draw friend groups’ attention and convince them to book. Consider creating a package with adult swim times, granting guests exclusive access to the pool outside normal opening hours (e.g., from 7 to 10 PM). Alternatively, you could throw a weekly pool party, organize water aerobics classes or offer a poolside cocktail workshop just for group bookings.

With creative offerings and marketing, you can position your pool area as a social hub that adds major value to the group stay.

5. Restaurants, bars and lounges

On-site dining options, bars and lounges are a major plus for friend groups and can truly elevate the entire guest experience, while also boosting your revenue. They offer the ideal setting for friends to socialize and unwind – especially on that first night when everybody just wants to settle in and explore the property, or after an activity-filled day outside the hotel.

For groups, it can be tricky to find a restaurant that has something – or rather, multiple options – for everyone, whether they are vegetarians, pregnant, have food allergies or dietary restrictions. That’s why, first and foremost, your menu should be as diverse as possible. Then, you need to show potential guests that your hotel restaurant caters to all by publishing your menu online where it’s easy to find. Ideally, it should include icons for allergens and a note indicating that certain dishes can be customized to suit allergies or dietary restrictions.

Finally, there are a few ways you can incorporate group-oriented experiences into your F&B facilities, either included by default or bookable as part of a package. Think: shareable dishes, expert-led wine, tea or delicacy tastings, happy hours, a private dining room, cooking classes, a discounted group menu, and so on. These experiences can take place in communal spaces or in the comfort of the guests’ own rooms. You can even connect your bar or restaurant services to other facilities, like your spa or swimming pool, just for group stays.

In short, display diversity and creativity when it comes to your F&B amenities.

6. Communal spaces

Sometimes groups need a space that’s neither their room nor your lobby. If you don’t have fitness, pool, bar or wellness facilities, an inviting communal space can be a great alternative area for friend groups to gather. Whether they are indoor or outdoor spaces, communal areas encourage connection and give guests room to relax without feeling confined.

A few ideas to consider, depending on seasonality and your property’s characteristics:

• Outside fire pit with cozy seating

• Rooftop lounge featuring “play your own music” facilities

• Game room with board games, gaming consoles or retro arcades

• Movie room with comfortable sofas and projection screen

• Book nooks with armchairs and reading lamps

Contemplate whether you want to sell these private spaces as an add-on or offer them as a free perk to encourage group bookings. To improve return on investment, you can offer suitable drinks and snacks at an additional charge. Make sure to market it properly through detailed descriptions and quality photos, as they’re a huge selling point.

Of course, these areas should be kept tidy, clean and comfortable at all times, so friend groups can enjoy them fully whenever they want.

7. Business centers and coworking spaces

Even though friend groups are no business travelers by any means, there is always that one hustler friend that can’t sign off work. Or, someone may need to take an unexpected call, join an important meeting or respond to an urgent email. A quiet, professional workspace, meeting room or soundproof phone booth lets them do that without disrupting the group dynamic.

Ideal workstations should include comfortable seating, large uncluttered desks, computers, monitors, charging stations, USB hubs with different outlet types and reliable WiFi or Ethernet. Complimentary coffee and water are a nice bonus. Even when guests aren’t working, these amenities can be valuable if they want to easily research local attractions together, book tickets for an activity or print their boarding passes.

Highlight these offerings on your booking channels and during check-in for optimal visibility.

8. Personalized welcome gifts

A thoughtful welcome gift will delight all hotel guest segments. For friend groups, personalized gifts are the ultimate way to make their hotel experience that much more memorable and rich. They set a warm tone and show your property’s attention to detail.

First, gather just enough information – without being overtly nosy – by asking guests about the occasion or preferences during booking. Use these personal details to curate a low-cost but high-impact present or basket with a friendly note attached. Tailor your welcome gifts to the type of friend group or reason for traveling – bachelorette party kits with obligatory “bride to be” sash, pamper packs featuring face masks or beach-day bundles with branded totes and sunscreen can make a lasting impression.

If personalization proves difficult, go the localization route instead. Guests love local sweets, drinks and souvenirs – especially when they’re free.

9. Borrowing closets and rentals

Borrowing closets provide useful items free of charge like toiletries, adapters, clothing, small appliances and even supplies or gear for specific activities – essential, yet easily forgotten when guests are packing for their trip. Rentals offer a paid alternative. This service has a sustainability factor to it as well, catering to the needs of eco-conscious travelers.

Popular items for renting or borrowing include:

• Bikes and helmets

• Outerwear

• Sewing kit

• Yoga mats, weights and other sports gear

• Kayaks or paddleboards

• Umbrellas

• Hiking poles

• Beach gear

• Binoculars

• Board games and playing cards

Match your inventory to your destination and make access easy with signage, online reservation or mobile requests. For activity-related essentials that are too large to pack, be sure to advertise them on your website, indirect channels and social media. Position your hotel as the trusty friend that brings all the must-haves and nice-to-haves for the group to make for a carefree stay.

Your closet or rental service should be viewed as a work in progress. Requesting feedback from guests is the best way to find out if anything is missing or not working properly. This allows you to make improvements to better meet their needs in the future.

10. Free, high-speed internet

No one wants to worry about connectivity or run out of mobile data mid-stay – especially groups of younger friends who will undoubtedly be streaming music, video chatting, watching TV series or movies and scrolling through social media. Reliable, high-speed internet throughout the entire property is a true must for these guests.

Make the network name and password known immediately upon arrival and offer strong signal across all guest areas – inside and outside. You also need to provide enough bandwidth for multiple devices being used simultaneously in one room. Remember that the TV with access to streaming services might also be used more often than usual.

Given today’s standards, 4 megabits of bandwidth per room is by no means excessive. It is better to provide too much than too little, because nothing is more frustrating than the internet lagging or suddenly cutting out.

11. Activity concierge

Introducing an activity concierge helps guests get the most out of your property and destination. By learning more about the group, this dedicated staff member can become the ultimate person of contact for personalized recommendations, insider knowledge and on-demand service. This not only enriches the experience of friend groups, but stimulates guest spending in a way that feels natural and non-intrusive.

Let your concierge recommend tailored activities and interesting package deals that combine off-site experiences with hotel services. Acting as a local guide and personal assistant in one, he can educate guests about the area and help them with practical things like booking group activities. You can even engage in partnerships with vendors or providers in your area to promote local products and experiences at group discounts.

Your activity concierge should be easily reachable (e.g., via WhatsApp) and available at his desk for inquiries during the busiest hours of the day – usually in the mornings, around lunch time and in the evenings.

A great activity concierge turns your hotel into a local gateway, not just a place to sleep. For friend groups, this guidance can be the difference between an okay trip and an unforgettable one.

12. In-room entertainment

Today’s guests aren’t just looking for a bed to sleep in – they seek complete experiences within the accommodation itself. In-room entertainment amenities cater perfectly to friend groups by providing a fun yet low-key way to hang out in between planned activities and outings or on rainy days.

A couple of entertainment options you could consider offering for rent or for free are:

• Karaoke machines (at least, if your walls are soundproof)

• Projectors or flatscreens with streaming access for movie nights

• Board and video games for group play

And don’t forget the quieter moments. Friendcations can be intense and even exhausting, so consider offering a few entertainment amenities catered to the individual as well, like books, magazines and puzzles. This allows them to unwind and disconnect after a long, activity-packed day.

Highlight hotel amenities to attract friend groups and other SMERFs

To attract friend groups and other SMERF travelers, visibility is key. Make sure the amenities that matter most are impossible to miss. This helps potential guests easily make the right booking decisions.

Take into account the following best practices for communicating value to friend groups:

• List group-friendly offerings on your website, booking engine, social media and OTA listings.

• Ensure your website facilitates group bookings (e.g., room blocks, special requests)

• Leverage booking partners that specialize in friend group travel and experience-focused trips.

• Promote packages and extras on a dedicated web page and during the booking process.

• Launch targeted advertisements to highlight your property’s suitability for group travelers.

• Use compelling imagery to showcase communal spaces, group-friendly activities and in-room amenities.

Improve marketing, distribution and the guest experience with data insights

All good hotel sales, marketing and revenue efforts are underpinned by data insights. A thoughtful, data-driven amenity strategy helps you reach more travelers, secure more bookings and deliver exceptional guest experiences.

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