Immerse yourself in whispered tales and timeless beats, as the ambiance transports you to a bygone era reserved for top shelf A-listers. An air of intrigue awaits those who dare to discover this hard-to-find haven.
They’re executive assistants, HR professionals, and department heads who have been tasked with organizing an event—and they don’t have the time or patience to navigate the traditional hotel sales process.
On the latest InnSync Show, I chatted with Organizational Coach, Todd Ryan, about how hotel group sales teams can unlock sales opportunities and book more direct group business.
Let’s see what they had to say.
How to Win at Hotel Group Sales
“A lot of the workforce was reduced [after COVID], and a lot more people are doing more with fewer resources and have taken on this responsibility,” explains Todd Ryan.
These accidental planners aren’t part of professional associations and often don’t even know what they don’t know.
“Hotels don’t even realize they’re pushing 50 to 80 percent of their potential guests away,” adds Cory. “It’s happening right under their noses, and they’re not doing what needs to be done to captivate, educate, inspire, and build trust.”
Yet, hotels are still treating them like seasoned event pros, assuming they understand airwalls, attrition clauses, and the industry jargon buried in multi-page contracts.
The result? Frustration, abandonment, and lost business.
The RFP Roadblock: Why Hotels Are Losing Easy Wins
Imagine you’re a busy executive assistant who just got assigned to book a company retreat. You land on a hotel website, excited to explore options. But instead of clear, digestible information, you’re hit with an intimidating RFP form demanding 30+ fields of data you don’t even have yet.
What do you do?
You bounce.
The truth is, many potential clients never even make it past this step.
“If they don’t know what information they need, because they’re not professional planners, they get halfway through the RFP process and abandon it,” says Ryan.
The process is so archaic that it drives people away before they even start.
And it’s not just about the forms. Even if someone submits an RFP, the follow-up is often slow, impersonal, and filled with boilerplate questions they’ve already answered.
Meanwhile, younger generations are avoiding sales calls altogether. “If we actually spent more time having better conversations, people would be willing to talk,” Ryan points out. “But it has to be a meaningful conversation—not a conversation around something they can find on the internet themselves.”
Ditch the RFP. Do This Instead.
The good news? Fixing this is low-cost and high-impact.
Here are four simple, powerful ways hotels can attract and convert more group business:
1. Make Your Website Work for Non-Planners
If your website is nothing more than a digital brochure with an RFP link, you’re missing out.
Instead:
Add a clear, engaging FAQ section that answers common questions from non-professional planners.
Explain industry terms like attrition and room blocks in plain language.
Offer a simple, short contact form (name, email, and question) instead of an intimidating RFP.
There should be FAQs at the top, middle, and bottom of your site—especially for non-professional planners. Give them the basic terms and planning essentials so they don’t waste time or get overwhelmed.
2. Show, Don’t Just Tell
Non-planners don’t know what they don’t know—so help them visualize the experience.
Create short video tours of meeting spaces and amenities.
Add real event photos instead of staged, empty room shots.
Feature video testimonials from past group clients.
We obsess over TripAdvisor reviews, but hotels rarely showcase real group testimonials in video format. Get some highlights, some action, and make it easy for planners to trust you.
3. Personalize the Process
Would you book a big event with a faceless hotel sales team? Probably not.
Planners feel the same way.
Introduce your sales team with bios and photos.
Offer a “Meet Your Planner” video that explains the booking process in a friendly, approachable way.
Make it easy to schedule a quick discovery call without committing to a full RFP.
4. Be a Consultant, Not a Gatekeeper
If a prospect does reach out, don’t interrogate them with generic questions.
Instead, guide them.
Ask: “Have you planned a meeting like this before?” If not, walk them through the basics.
Focus on solving problems, not just closing deals. Sometimes, that means referring them elsewhere—which builds trust and long-term loyalty.
Most hotel sellers are stuck in a short-term mindset. They’re focused on closing deals today, rather than building trust that leads to repeat business.
A consultative approach wins every time.
The Bottom Line
Hotels are losing easy group business simply because their process is too rigid, outdated, and unwelcoming to non-professional planners.
By simplifying the inquiry process, making information easily accessible, and approaching sales as a consultative experience, hotels can capture more bookings, build stronger relationships, and eliminate friction before prospects walk away.
The demand is already there. The question is: Are you making it easy enough for them to say yes?
How to Educate, Build Trust, and Close Deals
Selling to hotels isn’t just challenging—it’s a minefield of missteps that can derail your efforts before they even begin.
Vendors face a crowded market, endless jargon, and buyers with no time to spare.
One of the most critical errors vendors make is unclear messaging, which doesn’t just confuse potential clients but can also lead to significant financial losses.
If your sales pitch isn’t landing, it’s likely due to one (or more) of these common pitfalls: unclear messaging, weak differentiation, or an overreliance on outdated outbound tactics.
On the InnSync Show, I had the privilege of sitting down with Jacki Brown — Fractional Marketing Leader for Hospitality. Together, we unpacked actionable strategies for vendors looking to cut through the clutter, build trust, and close more deals.
What to Know If You Want More Hospitality Sales
Overwhelmed Hotel Buyers Aren’t Listening
Imagine being a hotelier at a bustling trade show. Booth after booth touts how they’ll “revolutionize” or “elevate the guest experience.” By the fourth pitch, it all starts to sound the same.
The buzzwords? Forgettable.
The pitches? Indistinguishable.
Jacki shared it perfectly: “They’re inundated with so many vendors doing similar things. It’s not just that there are too many options—it’s that those options fail to stand out.”
And here’s the kicker: When vendors fail to communicate clearly, buyers tune out. Vague messaging doesn’t spark curiosity; it creates confusion.
Time is a hotelier’s most valuable resource. If vendors can’t articulate their value in seconds, they lose not just attention but trust—and ultimately, the sale.
To add to the frustration, vendors often attempt to overcomplicate their offerings, claiming to be “revolutionary” or “game-changing” without providing the substance to back it up.
Here’s the real issue: Most vendors don’t communicate clearly or concisely what they actually do.
In an industry where time is scarce and decisions need to be made quickly, unclear communication isn’t just a missed opportunity—it’s a dealbreaker.
Overcomplicating your pitch or hiding basic details like pricing and ROI doesn’t make you seem sophisticated—it makes you seem untrustworthy.
As I’ve seen time and again, the old “spray and pray” approach to cold outreach just doesn’t work anymore.
The last three discovery calls I’ve been on had no inbound content strategy. They’re just trying to interrupt busy hoteliers with cold outreach.
Buyers are smarter, savvier, and more skeptical than ever. They’re researching solutions long before they hop on a discovery call. If your strategy is to interrupt their day with vague promises, you’re not just being ineffective—you’re being annoying.
Jacki put it bluntly: “If you’re not upfront and transparent, you’re losing deals.”
Here’s the reality: in today’s market, vendors who differentiate themselves with clear messaging and provide real educational value stand out.
Those who don't? They disappear into the noise.
Fix It with Clarity, Transparency, and Education
Standing out requires more than just having a great product—it demands an intentional, buyer-focused approach.
Hotel decision-makers are bombarded with pitches, leaving them skeptical of vague claims and “revolutionary” promises.
To win their trust, vendors need to make their messaging crystal clear, address pain points directly, and provide real value before asking for the sale.
Jacki points out, “Helping buyers make decisions quickly by giving them the information they need upfront is not just helpful—it’s essential.”
Here are three steps to break through.
1. Lead with Clarity
Be upfront about what you offer, who it’s for, and how it’s different.
Brown emphasizes this as the first step: “Say who you are, what you do, who you do it for, and how you do it differently. Save the hoteliers time.”
Your website should clearly explain your value proposition. If a buyer can’t understand your product within seconds of landing on your homepage, you’ve already lost them.
Your website should be your hardest-working sales assistant, working 24/7 to answer every question and eliminate confusion.
If it’s not crystal clear, you’re making buyers work too hard—and they won’t.
2. Build Trust Through Education
Today’s buyers are researchers. They’re educating themselves long before they talk to sales, combing through websites, videos, and reviews to find solutions to their problems.
This means vendors need to proactively offer the information buyers are searching for—whether that’s on LinkedIn, YouTube, or your blog.
The goal? To build trust by demonstrating expertise and addressing pain points head-on.
Educational content isn’t just about answering questions; it’s about anticipating them.
What objections might a buyer have? What challenges are they facing?
By providing valuable resources like case studies, FAQs, or even comparison guides, you position yourself as a trusted partner rather than just another salesperson.
Jacki says, “When you help buyers make their case to stakeholders with clear ROI, competitive comparisons, and educational resources, you’re doing more than selling—you’re solving.”
Vendors who take this approach empower buyers to make decisions confidently, without feeling pressured.
The takeaway? Build trust first, sell second.
If your content demonstrates that you understand your buyer’s challenges and can genuinely help them, you’re far more likely to earn their business.
3. Differentiate or Die
If your pitch sounds like everyone else’s, it’s time to rethink your approach.
Buyers have heard it all before: promises to “revolutionize” their operations or “elevate the guest experience.” These overused claims won’t cut through the noise.
To stand out, vendors need to highlight their unique value in a way that resonates with buyers’ specific needs.
What unique value do you bring to the table? It could be a standout feature, unparalleled customer support, or a user-friendly design that simplifies a common challenge.
Whatever it is, you must make it crystal clear and tailor it to your audience. The more specific and transparent you are about what sets you apart, the easier it is for buyers to see your value.
And don’t stop there—differentiation is about more than just your product. It’s about how you communicate, educate, and build trust. If your competitors are leading with jargon, take a straightforward approach. If others are vague about pricing, provide clarity.
Jacki says, “If you’re not differentiated, you need to figure out how to be.”
Differentiation isn’t just a one-time exercise; it’s an ongoing commitment.
Regularly assess your competitors, listen to your buyers, and refine your messaging to ensure you’re always a step ahead. The market isn’t static—your strategy shouldn’t be, either.
Actionable Takeaways for Vendors
If you’re ready to stop spinning your wheels, start here:
Audit Your Messaging: Does your website and marketing content clearly explain what you do and why you’re different?
Create Educational Content: Blogs, videos, white papers—whatever format your buyers prefer. Focus on solving their pain points, not pitching your product.
Be Transparent: Include upfront pricing ranges, ROI stats, and product details. Trust is built on openness.
Ask Better Questions: When meeting with prospects, focus on their needs. “What are your key priorities for the year?” is a great place to start, says Jacki. Then, listen.
Stop Selling, Start Helping
Hotel buyers don’t want a sales pitch—they want solutions to their problems.
Vendors who succeed in this space aren’t the ones shouting the loudest; they’re the ones building trust through clarity, transparency, and education.
“Clarity and transparency as much as you can. Education. Build that trust, and the sales will follow," Jacki says.
Ready to make your next pitch a success? Start by thinking less about selling and more about helping. Your buyers will thank you—and so will your bottom line.
