Sonder Allies With HelmsBriscoe for Corp. Groups

Under the terms of a new partnership with meetings management and site selection and firm HelmsBriscoe, Sonder Holdings’ properties will be listed as preferred options in HelmsBriscoe’s HB Connect request-for-proposals tool, the short-term accommodation provider announced Wednesday.

The partnership also allows Sonder properties enhanced search result placement and “opens opportunities for Sonder to have access to HelmsBriscoe’s marketing and promotion resources,” a Sonder spokesperson told BTN by email.

Sonder indicated several of its properties have sufficient capacity to host groups, including the Business Bay property in Dubai, which has 401 available units.

The partnership illustrates Sonder’s strategy to increase corporate group bookings, according to the company. While Sonder properties have accepted group bookings, demand predominantly has been from the entertainment and sports sectors, according to the spokesperson, but the company now is increasingly targeting corporate business. Sonder in recent years has begun to list its inventory on the three largest global distribution systems, with a dedicated chain code, partnered with travel management companies and increased its corporate accounts.