Sonder Holdings Expanding Group Bookings to Sports

Sonder Holdings Inc. has expanded its business travel segment to include group bookings with a new partnership agreement with HelmsBriscoe.

Sonder offers both hotel and apartment accommodations in over 40 markets worldwide, including cities that host international sporting events. The company booked $70 million in corporate sales in 2022 and is now increasing its share of group bookings within segments such as sports and entertainment, hosting athletes and sports teams.

“Partnering with an industry leader like HelmsBriscoe unlocks growth in group travel, at a time when corporate travel is still recovering to pre-pandemic levels, and the landscape is evolving with trends such as the blending of business and leisure travel,” said Kristen Richter, vice president of global sales at Sonder. “Accommodations offer short-stay and long-stay groups an elevated experience at a great value. We see exciting opportunities to scale within our existing verticals, including sports and entertainment, and to add others.”