Booked, Busy, and AI-Ready: The New Playbook for Hotel Group Sales Success
If you’ve noticed a slowdown in inbound RFPs lately, you’re not imagining things. In fact, you’re likely in the middle of what I call the Great Lead Drought of Hospitality.
I recently sat down with hotel sales trainer and certified Gap Seller, Celeste Berke Knisely, on the InnSync Show, and she confirmed what so many of us are seeing: inbound leads are drying up in some markets by as much as 30%.
That’s not a seasonal slump. That’s a crisis.
And what’s worse? Many hotel sellers are doubling down on hope as a strategy.
Hope isn’t a strategy. It’s a symptom.
Let’s unpack what’s really going on … and more importantly, how we turn this around.
What’s Drying Up the Pipeline?
Celeste and I uncovered four major culprits:
Vanishing International Travel
Hotels that relied heavily on overseas business are still feeling the sting.
In some U.S. cities, travel from abroad hasn’t bounced back, creating huge revenue gaps, especially for properties near convention centers and major tourist destinations.
The Work-From-Home Hangover
The pivot to remote work wasn’t temporary; it’s a cultural shift.
Companies slashed travel budgets, killed in-person meetings, and many never looked back. The result? Fewer conferences. Fewer corporate off-sites. Fewer inbound leads.
The Rise of Agentic Search
Planners—especially non-professionals like executive assistants and even sports moms—are using AI tools like ChatGPT to bypass the traditional RFP process entirely.
Celeste planned a 30-person hotel block in minutes using a prompt. No RFP. No brand website rabbit hole. No delay.
“Once you get a taste of this,” she said, “why would you go back?”
She’s right. I’ve done it myself. I was able to source hotels, compare pricing, and get recommendations in under five minutes using AI.
We’re Not Talking to the Right Buyers
According to Cvent, up to 80% of smaller meetings (under 75 attendees) are now planned by non-professional planners.
Most branded hotels? They aren’t even speaking their language. These buyers need hand-holding and clear, simple answers, not a maze of RFP forms and PDFs.
Traditional RFPs Are Dying (And Yes, We’re Part of the Problem)
We have to own this: bad seller behavior has eroded trust in the RFP process.
Year after year, planners are ghosted, spammed with “just checking in” emails, and sent template-filled proposals that don’t reflect their needs.
No wonder they’re opting for a rep-free, instant-results experience powered by tech.
Celeste suggested this: “Go ask ChatGPT why RFPs are down. It’ll tell you it’s seller behavior.”
What This Means for You
This isn’t just about sales teams.
Owners still have notes to pay.
Investors want ROI.
Management companies have financial targets.
If lead volume is down and pipeline isn’t being proactively built, it starts a chain reaction of lower RevPAR, slashed GOP, and, let’s be honest, headcount cuts.
If you’re a seller making $60K/year, leadership is expecting you to carry at least a $250–300K pipeline.
That doesn’t happen by waiting around.
How We Turn the Faucet Back On
1. Make the Mental Shift: From Farmer to Hunter
We’ve gotten soft. Hospitality has been spoiled by a steady stream of inbound leads.
But now? It’s time to hunt. Not with desperation but with relevance, confidence, and intention.
2. Get Uncomfortable (and Stay There)
Cold calling might not be your jam, but outbound doesn’t mean just calls. It can be:
- A thoughtful DM to a LinkedIn contact
- A short, value-packed email to a dormant lead
- A quick video answering a common question
- A personalized intro based on mutual connections
Comfort won’t build your pipeline. Curiosity will.
3. Speak to Your Buyer’s Reality
Do you know your ideal buyer’s KPIs? Their pain points? Their decision-making process?
Celeste and I agree: modern selling means showing up with solutions before the buyer even says a word.
Instead of “Do you have need dates?” ask, “Are you planning a team offsite with limited time and budget? Here’s how we can help.”
4. Show Up Where They’re Searching
If planners are using AI tools to plan, will your hotel show up?
Are your answers clear, crawlable, and written in plain language?
Update your FAQs. Refresh your “Meet the Team” pages. List your pricing ranges.
These aren’t just SEO tactics, they’re trust signals.
5. Use Your Hidden Gold
Got an old CRM? A dusty list of lapsed clients? Mine it. Add value.
Send monthly check-ins with tips, resources, and examples of recent wins. Not everyone is ready to buy, but you’ll be top-of-mind when they are.
The Big Shift: Sales Is Now 80% Marketing
Here’s the truth: by the time a planner reaches out, they’ve already shortlisted you, or they haven’t.
That means your visibility online, your thought leadership, your LinkedIn activity, and your response speed are the new front desk.
Sellers who don’t embrace this new ecosystem will get replaced, either by tech or by competitors who do.
A Better Way Is Coming
That’s why Celeste, Susan, and I are building something different.
We’re developing a community-driven, AI-enabled, snackable training program to help hotel sellers build pipeline, stay visible, and grow in a rapidly shifting market.
It’s not a one-time workshop. It’s a mindset. A motion. A movement.
If you’re a hospitality seller who wants more control, more confidence, and more commission, we’re building this for you.
Because no one should be stuck waiting on leads that never come.
Let’s refill the pipeline—together.
