PHOTO: Montage Kapalua Bay in Maui points to its two-, three- and four-bedroom residential units as ideal for groups. (Courtesy of Montage Kapalua Bay)

Accommodating groups is a whole lot different than booking a hotel room for individual travelers.

Much more is involved when booking hotels and resorts for a group, if only for the fact that you are trying to serve more people, each with his or her own preferences and needs.

This can be a rather daunting task, but if you know the right selling points and strategies (in general, as well as for a particular destination), then it can make the selling process much easier to handle and manage.

Agent@Home recently spoke with hotel and resort sales executives sales in Hawaii and Las Vegas, asking their advice for travel agents booking groups into hotels and resorts. Here is what they had to say.

Barrett De Santos, director of leisure sales, Pacific Beach Hotel, Waikiki: De Santos says that Honolulu, is a major selling point in itself, positioning Waikiki as a unique destination within the Hawaiian Islands. But offering up an appealing destination to groups is only part of the selling process. Travel agents also need to know how to sell to groups, as well as to have an understanding of the segment of travelers who comprise the group, according to De Santos.

Pacific Beach Hotel in Waikiki has become a popular property for groups and families alike, notes De Santos, who offered the following tips:

PHOTO: Destinations such as Waikiki in Honolulu are major selling points for groups, say resort executives. (Courtesy of Hawaii Tourism Authority (HTA) / Tor Johnson)

Book well in advance. First of all, in terms of the booking window, clients will be best served if agents book six months before the planned stay, according to De Santos. Preferred rates are available and more plentiful at this time.

In terms of number of rooms, agents will be happy to know that Pacific Beach Hotel has plenty of space. The hotel generally sees group bookings of 15 or more rooms, given its capacity (over 800 guestrooms).

Leisure group travelers also travel to Pacific Beach Hotel and Waikiki for a variety of reasons, including multigenerational family reunions, weddings, educational conferences and religious retreats.

Leisure group travelers are generally looking to book rooms for four nights, De Santos said, but that can vary. For example, groups that travel to the hotel for weddings can stay for two nights, then jet off to a neighboring island. Senior citizens, on the other hand, tend to want to stay longer (from five to seven nights).

Sell the experience. As far as selling strategy goes, when it comes to Pacific Beach Hotel, as well as the Hawaiian Islands in general, it’s important to merge cultural experiences with the land and the people of Hawaii, De Santos said. Culture is a big distinguishing attribute for the Hawaiian Islands.

Location is also a big factor in the group’s vacation experience. Pacific Beach Hotel has the advantage of being a more affordable, three-star property “in a five-star location,” De Santos said. “The beach is our front yard,” he noted.

Answer objections with information. De Santos said the biggest obstacles agents will face when selling Pacific Beach Hotel and Waikiki to groups are: price, resort fees and the fast-paced, contemporary environment of Waikiki.

The average daily rate across Oahu is noticeably higher in many cases than the ADR throughout the U.S., while the endless visitor arrivals can lead to the perception that Waikiki is less traditional than other destinations in the Hawaiian Islands.

However, De Santos said he counters that by a) making sure to include plenty of history and culture in the itinerary, and b) demonstrating the value of the stay, regardless of the price, with the location and beach atmosphere.

Jim Palank, director of sales and marketing, Montage Kapalua Bay: Considering that Montage Kapalua Bay is one of the most highly regarded new luxury resorts in Maui, it seemed fitting to ask the people behind the scenes for advice on selling groups. Palank offered these tips to agents looking to book groups in the Hawaiian Islands, and in Maui and Montage Kapalua Bay itself:

Promote the destination. First of all, when it comes to selling the Hawaiian Islands in general, Palank said it was important to point out two distinguishing factors to group clients: the quality of the overall hotel product (including the quality of guest service) and the safety of the destination.

Kapalua has its own selling points, of course. Montage Kapalua attempts to draw on the area’s uniqueness.

This includes the area’s spectacular natural surroundings, from the West Maui rainforest to protected marine sanctuaries to Puu Kukui Preserve to Honolua Bay and Mokuleia Bay, notes Palank. The resort also offers groups “an inherent richness” of culture and “timeless plantation heritage, preserved in its sense of wellness and commitment to sustainability.” Montage Kapalua Bay offers enriching cultural programs aimed at educating guests about native Hawaiian customs.

Find the right accommodations. “Guaranteeing connecting rooms is a top priority and client-need for the leisure group market,” Palank said. However, resorts in the Hawaiian Islands, Palank noted, generally allow travel agents to request connecting rooms on a “to be determined” basis at check-in, so it can be a little work to land connecting rooms for clients right at the time of booking.

To circumvent this problem, Montage Kapalua offers two, three and four-bedroom residential units, with the smallest two-bedroom residence being 1,750 square feet. Palank called it the resort’s “sharpest competitive edge in the leisure group market.”

The Cliff House at Montage Kapalua, nestled in beautiful Kapalua Bay, has become a popular venue for group events.

Promote group activities. Family and friend getaways and golfing are also popular in the Kapalua area, Palank said. Montage Kapalua has been able to accommodate these types of group trips nicely, which is why the average length of stay is between four to seven nights, according to Palank. (Groups typically book anywhere from three months to one year out, he said.)

Palank said the golf market trends the most from September through the first two weeks in December. (Kapalua’s two golf courses are also certified Audubon sanctuaries.)

“The golf market to Montage Kapalua typically comprises groups of friends who belong to the same country club and are not price driven,” Palank added.

Promote exclusivity for the group. Group travelers also tend to enjoy the intimacy that Montage Kapalua provides, which is something for agents to keep in mind when selling to groups in general. “The intimacy of the resort allows groups to feel a level of exclusivity, as if they own the resort,” Palank said.

Mike Dominguez, senior vice president and chief sales officer, MGM Resorts International: Las Vegas is a go-to destination for agents’ groups, because of the variety of options it offers to groups of all kinds.

MGM Resorts International is the biggest hotel provider in Vegas, with a dozen properties spread out across Las Vegas. Agent@Home recently asked Dominguez what MGM Resorts is doing to accommodate the group traveler in an agent-friendly way. This information in turn will help you sell the resort to groups.

PHOTO: MGM Connections for groups includes the spa at MGM Grand in Las Vegas. (Courtesy of MGM Grand Las Vegas)

Leverage MGM’s new group program. Dominguez says that agent groups should take advantage of the new MGM Connections program, offering a one-stop shop for groups to book rooms, restaurant reservations, VIP nightclub access, private spa suites, show tickets and more at 12 MGM Resorts properties on the Las Vegas Strip, including MGM Grand, Bellagio, Aria, City Center, the Mirage, Luxor, Treasure Island and others.

Agents who have groups reserving at least five guestrooms can now work with a dedicated MGM Resorts Connections travel professional at no cost to personalize the trip, noted Dominguez.

Groups booking through MGM Resorts Connections will also be able to skip check-in lines, get VIP wristbands for nightlife and daylife experiences at MGM Grand’s Hakkasan and Wet Republic, book private dining rooms at top restaurants on the Las Vegas Strip and receive discounts and great seats at popular live shows.

Take advantage of M Life benefits. “M life” loyalty program members will also receive discounts for hotel stays, while group leaders will automatically advance to the third level of M life, also known as the Gold Tier (good for priority hotel check-in lines, priority dining reservations and shopping discounts).

MGM Resorts Connections provides team members fluent in Spanish, French and Mandarin.

For more information, call 855-554-5004, email mgmconnections@mgmresorts.com or visit www.mgmresortsconnections.com.