Group tourism in France is experiencing a real resurgence. Driven by the country’s rich cultural heritage, the quality of its hospitality facilities and the growth in organised holidays, it represents a strategic opportunity for restaurateurs who are able to adapt to it.
But attracting this type of clientele requires a specific approach. Unlike individual customers, groups have specific expectations, longer booking lead times, and a more structured referral process. To attract groups to your restaurant and encourage them to return, you need to structure your offering, improve your visibility, and build lasting relationships with the right contacts.
In this article, discover best practices for turning your establishment into a go-to venue for group meals.
📘 See also: Our white paper "Growing your restaurant’s group business"
Why target group bookings?
Working with groups offers many advantages:
- More stable turnover thanks to a higher number of covers per booking.
- A consistent occupancy rate, including on weekdays and during the off-season.
- Key clients who return every year with new groups.
- Prices are generally reasonable, ranging from €22 to €35 per person (including VAT).
Here are a few figures to illustrate this:
- One in five meals in commercial catering establishments is for an organised group.
- Average group size: 20 to 40 people.
- There are over 100,000 active works councils in France (source: INSEE).
- Peak activity in March, May, October and November.
Step 1: Identify the right group profiles
Not all groups are the same. Here are three main types you should be aware of:
1. Package holidays
Travel agencies, tour operators, coach operators…
- Priorities: reliability, clarity, punctuality, simple menus.
- Specific requirements: coach parking, accessible toilets, prompt service.
2. Businesses
Works councils, seminars, end-of-year meals…
- Key features: a friendly atmosphere, a room available for private hire, and an all-inclusive package.
- Often looking for a turnkey solution.
3. Charities and private groups
Clubs, schools, families, sports teams…
- Priorities: value for money, flexibility (children’s menus, special dietary requirements), a warm welcome.
Step 2: Create a clear and appealing group package
A group makes its mark first and foremost through a well-presented offering. Here are the essentials:
- Special group menu: choice of 2 starters, 2 main courses and 2 desserts, drinks included, price includes VAT with no hidden charges.
- Clear terms and conditions: confirmation deadlines, deposit, cancellation policy.
- Useful facilities: private function room, flexible opening hours, car park, disabled access.
- Professional presentation: downloadable PDF, clear layout, group photos.
💡 Good to know: create a ‘Groups’ page on your website with a dedicated form, quick access from the main menu, photos showing the groups in action, testimonials…
Step 3: Be visible where groups are looking for you
Local search engine optimisation (SEO)
- Optimise your Google Business Profile.
- Include keywords such as "restaurants for groups in Bordeaux", "coach tour operators"…
- Create dedicated pages on your website with targeted content.
Specialist platforms
- Update your listings on TripAdvisor, TheFork, Yellow Pages, etc.
- Add photos, capacity, group menus, coach parking…
- Make sure everything is consistent (name, opening hours, email address, website).
Social media
- Post content showing how you welcome groups (photos, behind-the-scenes shots, testimonials).
- Use Stories to show your services in action.
- Offer exclusive deals to works councils or local clubs.
Step 4: Simplifying enquiries and bookings
To convert a visit into a booking:
- Please provide a clear form for group bookings (number of people, date, specific requirements).
- Display a contact number and a dedicated email address.
- Reply quickly: agencies often give priority to those who respond first.
And above all:
- Encourage groups to leave reviews on Google or TripAdvisor.
- Showcase your best reviews on your website.
Step 5: Build and maintain your network of influencers
Start locally
- List the works councils, clubs, agencies and associations in your area (Excel, Notion, etc.).
- Get in touch with tourist information offices, town halls and local businesses.
Build customer loyalty the smart way
- After an event: send a thank-you message.
- Offer a special deal for a return visit next year.
- Send a card or make a New Year’s call: a small gesture, a big impact.
Step 6: Take it to the next level with Restogroupes
No time to canvass? No network?
Joining Restogroupes means:
- A dedicated, translated and indexed product sheet sent to over 20,000 specifiers.
- A presence at the leading group tourism trade fairs (IFTM, FITUR, etc.).
- Field and email marketing campaigns run throughout the year.
- Personalised support to help you structure your offering.
📕 Did you know? The RestoGroupes print guide has a print run of 6,000 copies and is supplemented by 20,000 digital mailings across Europe. List your establishment
In summary
Attracting more groups is no accident. It depends on:
- A well-designed offer.
- A well-targeted presence.
- Quick and personalised responses.
- A carefully maintained network.
And to take things a step further, Restogroupes is the ideal partner to help you build your brand presence and gain visibility among the right influencers.
👉 Would you like to find out more or be featured in our guide? Get in touch with us today.
