Group Travel Today

As group travel continues to evolve, a new wave of experiential activities must be offered in order for hotels and resorts to maintain their relevancy and secure group business, whether it is for off-sites, incentive travel, company retreats or more.

More than ever before, groups and executive travelers are willing to venture off the beaten path for an experience that will inspire and re-energize those traveling together, and that is how they choose where they might book.

At Auberge Resorts Collection, we are finding that these groups are looking for that "wow" factor at our properties, that go beyond your average hotel stay. They find this in unique activities that allow them to try something new and learn something that will offer an educational experience, connect with the local community, or be inspired through unique dining or wellness opportunities. Research has shown that experiencing something new together helps to strengthen bonds within a group, ultimately creating a solid foundation for high performance and communication between members of that group, and hotels and resorts can help facilitate that through unique group activities for guests.

In order to offer this to our guests at Auberge Resorts Collection, we have "experience curators" at each property to ensure that every guest, whether they are a group or leisure traveler, is provided with the most unique experience that cannot be found elsewhere and is specific to that unique property and destination.

Following years of little to no group travel during the pandemic, we are seeing that guests now realize the value of group travel and spending time together. They are craving destinations where they can get a sense of place and explore the essence of the location beyond the walls of a typical meeting room or event space. Locally inspired offerings and individually tailored experiences was a trend that started prior to the pandemic, and it has only continued to grow as travelers seek bespoke and authentic trips post pandemic.

Another requirement we often see from groups is that they look for properties in which everything that they might need is at their fingertips, without having to step off site. At Auberge Resorts Collection, we provide unique itineraries on and off property to ensure a seamless stay throughout - from the moment guests wake up, to the activities throughout the day inclusive of meetings and events, and into the evening.

A common thread of consistency amongst Auberge Resorts Collection guests is that they want to feel connected to our team members on site. Our team members are often local experts, embody a warm spirit, and engage and connect with our guests in such a meaningful way. Our people are a key part of Auberge Resorts Collection's casual and approachable version of luxury that we see is important to both business and leisure travelers.

The intimate size and unique design of Auberge Resorts Collection properties allows groups to use spaces that are not traditional meeting spaces, as opposed to ballrooms or enclosed conference rooms. Our portfolio offers everything from open air spaces with ocean views in Mexico to a beautiful wood barn in the Hudson Valley, NY or a historic chapel in Santa Fe, NM. We love to host meetings and groups in unconventional ways and new settings that allow guests to get excited and inspired throughout their stay.

Auberge Resorts Collection boasts destination-led team building experiences to ensure they are receiving authentic, local experiences that immerse them in the destination and its unique culture during their stay. Examples include:

At The Lodge at Blue Sky, Auberge Resorts Collection just outside of Park City, we offer an exploration of the property's 3,500 acres amongst Utah's beautiful mountains. Cattle Sorting turns a common day-to-day task on the ranch into a fun competition, in which two teammates on horseback sort a pen of cattle one at a time, and the fastest time wins. This type of unconventional activity is great team building, requiring teams to communicate effectively. The Sporting Club Experience takes advantage of the hotel's private club that is typically only available to members and hotel guests. An instructor will guide groups through the renowned Percy Stanbury-style of clay shooting, then everyone will be broken into smaller groups to shoot at different stations. Lastly, Plein Air Painting-led by an experienced artist in creating art in the wilderness-allows groups to create art in a remote mountain setting, which starts with a beautiful hike to interpret amazing vistas on canvas.

At Hacienda AltaGracia, Auberge Resorts Collection in Costa Rica, guests may encounter the brilliant local wildlife with an enchanting backdrop of the night sky, stars, and tropical forest. The property is committed to supporting local ecosystems in the community, in nearly all of its group experiences. Groups looking to test their mental and physical strength are challenged to go Ficus tree climbing in the heart of El Rio. Securely attached to a guiding rope, guests will scale together to the top of a tall Ficus tree where they will encounter incredible views of the adjacent rainforest.

At Etereo, Auberge Resorts Collection in Riviera Maya, Mexico, groups can spend the day discovering the illustrious, ancient cenotes of the Yucatan. Through a variety of itineraries, groups can tailor their guided excursions to include archaeological visits and/or reef tours to fully immerse themselves in the rich history, culture, and turquoise waters of the Riviera Maya. Groups can top off the perfect day of discovery with a pause for lunch to take in the breathtaking views of each excursion.

At Stanly Ranch, Auberge Resorts Collection in Napa Valley, CA, groups get the unique opportunity to work with NASCAR legend, Andy Papathanassiou, to learn how to be more efficient in "The Pits" as a team building exercise.

At Mauna Lani, Auberge Resorts Collection in Hawaii, the outrigger canoe experience has groups set a morning intention, and requires teamwork to all paddle together through the ocean waves.

At Bishop's Lodge, Auberge Resorts Collection in Santa Fe, NM guest's work with horses to strengthen their own communication and personal development through a self-discovery coaching process that engages the property's herd of EQUUS horses. Domaine Des Etangs, Auberge Resorts Collection in France is set on 2,500 acres and offers unique opportunities for contact with nature, including foraging for mushrooms with one of the forest wardens that joins your group. A wonderful team builder, the action of foraging will bond team members as they delve together into the secrets of the woods and try to spot rare fungi gems.

Wellness has continued to be a trend in both business and leisure travel. We offer a wide array of wellness and wellbeing offerings for groups at Auberge Resorts Collection that include:

At Stanly Ranch, Auberge Resorts Collection in Napa Valley, CA groups can learn how to increase energy, achieve better sleep, reduce stress, and heighten focus with the Wim Hof Method at Halehouse, the property's wellbeing destination. The power of this practice lies in the combination of the three pillars - breathing, cold therapy, and commitment. Teams of colleagues or groups of peers will learn how to unlock a host of physical and mental benefits to maximize performance potential, and the experience culminates with an optional, coached ice bath.

At Wildflower Farms, Auberge Resorts Collection in Hudson Valley, NY groups can curate a personal wellness experience inspired by the seasons with the assistance of the hotel's skillful bespoke wellness specialists. Groups can tailor their own journey through the selection of sessions centering around nutritional, spiritual, and physical health to encourage getting in touch with oneself and each other.

At Hacienda AltaGracia, Auberge Resorts Collection in Costa Rica, learn to calm the mind while simultaneously connecting with the gorgeous, mountainous landscape through an immersive nature sound bath. This experience knits a hike, sound bath, and group Reiki session amidst the trees into a united tune-in to the senses and mind.

Culinary experiences allow guests to get creative while exploring the cuisine of the local destination. Examples of culinary offerings at Auberge Resorts Collection properties include:

At Mattei's Tavern, Auberge Resorts Collection in Los Olivos, CA indulge in a "Taste of the Valley" with a luxury Santa Ynez Valley tasting experience. The hotel's wine experts will curate an itinerary based on the group's preferences, with a thoughtfully curated picnic in between tastings. With the Art of Uni, learn how to crack and clean uni before trying in its raw form and a signature uni dish, with Chef Rhoda Magbitang.

At Stanly Ranch, Auberge Resorts Collection in Napa Valley, tour the Grange with Farmer Nick Runkle to learn how to plan and design your own garden through his expert guidance.

At Wildflower Farms, Auberge Resorts Collection in Hudson Valley, indulge in seasonal baking with the owner of Magpies on Pink Street, Maggie McDowell, by creating a personal pie. Through the careful measurement of local ingredients, working of the delicate pie crust, and slicing of seasonal fruits, savor the control and patience learned through the exactness of baking. Through Maggie's guidance and mastery of baking, guests can take home new culinary skills, a recipe, and their own beautifully decorated pie.

At Hacienda AltaGracia, Auberge Resorts Collection, experience the bounties of El Cultivo, the hotel's culinary garden, through "The Art of Gin & Tonic" workshop. Led by the highly experienced bar team, groups can learn how to best concoct their own refreshing Gin & Tonic cocktails utilizing the herbs and edible flowers of the garden to elevate and personalize each drink. Additionally, the property offers a Cienfuegos Dinner and Costa-Rican Horse Show, an immersive dinner with a meal and stable show.

At Etereo, Auberge Resorts Collection in the Riviera Maya, Mexico, groups may enjoy the hotel's series of dynamic cooking classes centered around the creation of authentic Mexican cuisine. Whether a day-long masterclass in cooking barbacoa on a traditional barbeque pit or the preparation of homemade tortillas using the ancient cooking vessel, comal, groups can bond through learning and practicing the purposeful techniques of Mexican cooking. The property also has an Abuela Dinner, with recipes passed down from the grandmothers of the hotel's team members and tells stories of what makes Mexican food so special.

Reprinted from the Hotel Business Review with permission from http://www.hotelexecutive.com/.