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.
Did You Know Your Website Is Actually Chasing Planners Away?
As a hotel group sales professional, you work hard to fill your pipeline.
But what if the biggest hurdle to boosting your group sales isn’t your efforts but the meeting page on your hotel website?
Too often, hotel meeting and event pages are overlooked, turning into missed opportunities rather than lead-generating machines.
Here’s the deal: event planners don’t just choose the first venue they see; their research is thorough.
Still, they don’t have time to fill out lengthy RFPs and wait for sales reps to call them with information.
Your property’s website is the ultimate first impression for planners, and detailed info is a game-changer. If your page is unclear, clunky, or hard to navigate, you lose potential clients before they even reach out.
The fix? A more user-friendly experience.
On the InnSync Show, Cory Falter chatted with SEO expert Sam Dunning of Breaking B2B Digital Marketing Agency to explain why this is a problem, how it’s hurting your business, and how you can fix it.
Let’s dive in.
Hotel Group Sales Strategy: Website Do’s and Don’t’s
A hotel’s website is more than just a digital brochure; it’s a powerful tool in your group sales strategy. A well-crafted website can draw in group bookings, while a poorly designed one can turn potential clients away.
The hotel industry is competitive, and having an effective hotel group sales strategy is crucial for success and maximizing hotel revenue.
Hotel websites often treat their group bookings event pages like an afterthought.
For many, the user experience is clunky, unclear, and downright confusing for potential clients.
Sam says, “Quite a lot of the time the B2B section is neglected… It’s usually unclear.”
Instead of inspiring confidence, hotels bombard potential planners with complicated RFP forms or vague descriptions.
The real trouble starts here: many of these planners are inexperienced.
Cory shared a great insight in the conversation, noting that “half of their business is coming from the non-professional or newbie planners. “These people don’t know where to start, and your website isn’t helping. They’re likely an admin assistant who’s just been told, “Hey, find a venue for our big event.”
If they land on a confusing page full of jargon and dead-end forms, they’re gone.
What Happens When You Confuse, You Lose
Now imagine Sally Sue, that admin assistant tasked with planning her company’s first big event. She’s under pressure to find the perfect venue, and like most people these days, she starts with a Google search.
She lands on your hotel’s event page. What does she see? A beautiful photo and some stats about square footage, but she’s not sure what to do next.
She has questions—“Is this venue the right size? What’s the booking process? Can I talk to someone?”—but the only option she’s given is a 20-question RFP form.
No quick answers. No guidance.
When your website fails to engage potential clients quickly, you’re not just losing inquiries—you’re bleeding revenue.
As Cory pointed out, “Some of these sales… it could be tens if not hundreds of thousands of dollars.”
It’s not just a missed opportunity—it’s a gaping hole in your revenue funnel.
The Solution: Transform Your Website Into a 24/7 Sales Machine
Fixing your event page doesn’t need to be complicated, but it does require a strategy.
Here’s how you can make your hotel’s website work for you, not against you, in attracting group business:
Make Your Offering Clear from the Start
Sam nailed it when he said, “You want to make sure that value proposition… is quite clear in the headline at the top.”
What does your venue offer? Whether it’s corporate conferences, team-building retreats, or executive board meetings, lead with that information. You’ve got about three seconds to grab someone’s attention—don’t waste it.
For example, if your southern California venue is perfect for large-scale business conferences, say, “San Diego’s Premier Business Event Venue.”
Streamline the Inquiry Process
Let’s retire those long-winded RFP forms.
Instead, offer potential clients a simple, clear way to ask questions or get more information.
Sam suggested a smart approach: “Make it easy for someone to book time with a specialist.”
A short form asking for their name, email, and a section for them to add a few details about the event or a simple question is enough to get the conversation started without overwhelming them.
Use Social Proof to Build Trust
When was the last time you booked a hotel without reading reviews? It’s probably been a long time!
Yet, for some reason, hotel event pages are woefully lacking in testimonials and case studies.
As Cory put it, “We’re obsessed with looking at reviews when we book a vacation, but on the meetings and events side, they’re non-existent.”
Your goal is to make visitors think, “If they pulled off an amazing event for that company, they can do it for me, too.”
Address Common Questions Upfront
Most planners will have similar questions: How much space do you have? What’s the pricing range? Do you offer catering?
By addressing these questions upfront, you’ll reduce friction and build trust.
Sam emphasized, “If we can address those questions… it saves our sales team answering those questions on calls or back and forth on email.”
Think of your website as a 24/7 salesperson—let it do the work for you.
Not sure how your website is performing? Take our quick 5-question assessment below.
Turn Confusion into Confidence with a Hotel Sale Page That Converts
If your hotel’s event page is confusing or incomplete, you’re losing business.
But with a few key changes, you can turn it into a powerful lead generator that works around the clock.
Make your offering clear, streamline the inquiry process, showcase social proof, and answer common questions upfront. These fixes won’t just improve your website—they’ll help you capture more business, build trust with potential clients, and unlock revenue that’s currently slipping through your fingers.
Remember: when you confuse, you lose. Make it easy for clients to say “yes” to your venue.
Optimizing the Sales Process for Group Bookings
Streamlining the sales process for group bookings is key to boosting revenue and ensuring a seamless guest experience.
Here are some strategies to optimize this process:
Identify Your Target Market: Tailor your sales strategy to meet the specific needs of your target audience, whether they are corporate clients, wedding planners, or event organizers.
Build Relationships: Develop strong connections with event planners and meeting coordinators. Personal relationships can lead to repeat business and referrals.
Offer Customized Packages: Create tailored packages and promotions that cater to the unique requirements of group bookings.
Leverage Technology: Use technology to simplify the booking process and enhance communication with potential clients. Online booking systems and CRM tools can streamline operations.
Provide Exceptional Customer Service: Ensure that your sales team offers top-notch service and follows up with potential clients to guarantee a positive experience.
By focusing on these areas, you can make the group booking process more efficient and attractive to potential clients.
Hotel Group Sales Strategy: Converting & Retaining More Repeat Business
Hotel group sales are a critical component of the hospitality industry, driving both revenue and occupancy.
To effectively manage group events, it’s essential to understand your target market and tailor your hotel room sales strategies to meet their needs. Strategies such as offering flexible meeting spaces, and customized packages can attract group bookings, while loyalty programs and excellent customer service can encourage repeat business.
Leveraging technology, optimizing your website for group sales, and using data and analytics to measure success are all crucial elements of a successful hotel sales strategy.
By focusing on these areas, hotels can drive revenue, increase spaces sold, and achieve their sales goals in the competitive hospitality industry.
Does your prospecting game need an upgrade?
Cold calls? Dead.
Flyers on windshields? A thing of the past.
Traditional networking events? Losing their edge.
Old-school sales tactics for hospitality vendors looking to boost their bottom line are outdated and ineffective.
Welcome to modern selling — putting relationship-building front and center through social selling.
As Celeste Berke Knisley, a certified Gap Selling and Hospitality sales trainer, says, “We have to step outside of our comfort zone, and what we’ve always done isn’t going to get us where we need to be.”
During a recent conversation with Cory Falter on the InnSync Show, Celeste highlighted the power of social selling as a modern approach that hospitality vendors need to adopt.
With the digital age reshaping business, vendors must adapt or risk losing ground to more innovative competitors.
Social Selling for Hotel Vendors
The Evolution of Selling in Hospitality
Traditional sales strategies that once drove success in hospitality are facing diminishing returns.
Cold calling and passing out flyers now seem disconnected from how people interact and make purchasing decisions.
Cory says, “Many hospitality sellers are frustrated with their old outbound playbook,” emphasizing the need for a new strategy that aligns with today’s buyer behavior.
Celeste agrees, pointing out that “if your team is out there still putting flyers on people’s cars, there is a better way.”
Today’s sales environment requires sellers to meet their prospects where they are—online.
Social selling offers a way to extend traditional relationship-building into digital spaces, creating opportunities to connect in a more authentic and scalable manner.
What is Social Selling?
Social selling moves beyond simply pitching products.
Celeste defines it as “a way that we socialize how we help and show up with, through a sales lens.” It’s about being present on digital platforms, sharing valuable insights, and helping potential buyers solve problems without expecting immediate returns.
“Selling is helping,” she adds, emphasizing the importance of being “detached from the outcome, being in the moment with our potential buyer.”
Cory expanded on this idea by comparing it to real-life interactions: “Do you walk up to somebody at an event and immediately hit them with the sales pitch, or do you start with some small talk?”
The goal of social selling is to build relationships gradually, just as one would in a face-to-face setting. This approach allows vendors to create trust and credibility, making future sales conversations more natural.
Building Trust and Relationships in a Digital Space
Building trust is the cornerstone of successful selling, especially when transactions involve high-value purchases.
Celeste explains that social selling is about “utilizing social channels to share a message, plant those seeds, like marketers do so well.” This approach mirrors how relationships develop organically, with vendors showing up consistently on social media to share knowledge and engage with their audience.
Cory added, “It’s more of the mindset… how you go about those snackable moments where you’re having a conversation.”
Social selling for hotel vendors allows you to establish familiarity with prospects, much like the repetition of a trusted brand commercial.
Celeste shared her own experience of attending a hospitality event: “Two people yelled across the room, ‘Hey, Celeste, I know you from LinkedIn!’ They knew me before we even met in person.” Her presence on social platforms had already established a sense of trust and recognition.
Leadership’s Role in Empowering Social Selling
Resistance to social selling often stems from leadership’s outdated perspectives.
Celeste mentioned that many leaders see social media as a distraction rather than a tool for business growth.
“I came from a place where if you were online, you weren’t working,” she recalled.
Such beliefs can trickle down through an organization, limiting its ability to embrace new methods for connecting with prospects.
Cory pointed out the irony of these outdated views: “Some of the hospitality vendors that I know have the most sophisticated spam filtering on their own accounts. How do you not see that?”
Leaders must shift their focus to metrics like engagement, impressions, and social selling indexes (SSI), instead of traditional measures like cold call numbers. This shift can empower sales teams to use social platforms effectively without feeling that their efforts are undervalued.
The ROI of Social Selling
Social selling isn’t just about engaging online; it’s about driving real results.
Celeste shared that her efforts on LinkedIn have translated directly into business opportunities. “Just from hospitality reachouts, me being tagged on LinkedIn, me being referred, I’m at $56,000.” The ability to reach thousands of potential clients without travel costs or trade show expenses shows how powerful social selling can be.
Cory reinforced this, noting the efficiency of online engagement: “You’re reaching hundreds of thousands of people, just you alone, zero airfare, zero lodging, food and beverage, no convention fees.”
By leveraging platforms like LinkedIn, vendors can build brand awareness, cultivate relationships, and generate leads—all from the comfort of their desks.
Adapting to the Digital Age
Social selling for hotel vendors is no longer just a nice-to-have strategy; it’s essential for staying competitive.
As Celeste emphasized, “You have to adapt or you will die.”
By embracing digital platforms, building trust through consistent engagement, and understanding the value of long-term relationship-building, hospitality vendors can create meaningful connections that translate into real-world success.
For vendors ready to make the shift, the key is to start small. Focus on providing value, sharing insights, and being genuinely helpful.
As Celeste’s journey shows, the rewards can be substantial—and the only limit is how far you’re willing to go.
Have questions about how social selling could upgrade your selling strategies? We can help.
An Adventure Where Marketing Leads the Way
Did you know that nearly 80% of prospects will not even talk to a sales rep until they’ve done their research?
In the past, hotel sales and marketing teams could afford to work in silos, each doing their part with minimal collaboration.
Today’s buyer is different—more informed, more discerning, and often making decisions before ever speaking to your sales team. This shift means that the old way of doing things isn’t just outdated; it’s a missed opportunity.
Research shows that 73% of people point to customer experience as an important factor in their purchasing decisions.
Additionally, 77% of a customer’s journey is completed before they even reach out to a salesperson, alignment between sales and marketing isn’t just beneficial—it’s essential for survival.
If your hotel is still running sales and marketing on opposite ends of the building, you might be missing out on significant revenue opportunities.
On the InnSync Show this month, Cory Falter recently chatted with Conor DeLaney of Impact Brand about why it’s time to align these forces and how doing so can transform your bottom line.
B2B Sales and Marketing Alignment
The Problem: Disconnected Teams, Lost Revenue
Too many hotels are stuck in the past, where sales and marketing teams barely interact, let alone collaborate. This disconnection leads to mixed messages, missed opportunities, and, ultimately, lost revenue.
As Connor says, “If sales and marketing are not blending and working together, they’re usually causing friction, and they’re likely costing you business.”
The buyer’s journey has shifted dramatically. Potential clients are doing most of their research before they ever speak to a salesperson. This means that by the time they reach out, they’re often ready to make a decision.
If your marketing and sales teams aren’t aligned, you’re creating friction and missing the chance to capitalize on that readiness.
The Hidden Costs of Friction
When marketing and sales don’t work together, the friction that results is more than just an inconvenience—it’s a revenue killer.
Imagine this: a potential client visits your hotel’s website looking for event space. They’re almost ready to book, but your site is thin on details, forcing them to call for more information. Instead of a smooth, seamless experience, they’re met with resistance—a tedious process of back-and-forths that could have been avoided.
Connor nails it when he says, “When you create that friction, you’re now losing opportunities because you weren’t willing to give them the information that very likely a competitor is willing to give them.”
That competitor? They might just steal your business, offering the transparency and ease your client was looking for.
This isn’t just about losing one client—it’s about the ripple effect.
Frustrated clients don’t just walk away quietly. They talk. And thanks to “dark social” (those untraceable conversations in DMs, text messages, and casual chats), your hotel’s reputation can take a hit without you even knowing.
Suddenly, you’re not just losing one client—you’re losing many, all because of a disjointed experience.
The Solution: Create a Seamless Experience
So, how do you turn this friction into fortune? It starts with alignment.
Integrate Marketing and Sales Efforts
Marketing should be your sales team’s best friend, not a distant cousin. By working together, these teams can ensure that the messaging is consistent and that potential clients are guided smoothly from interest to booking.
As Connor highlights, “Your marketing team should be working with your sales team on how to create the materials, the resources, the educational content they need to make a quick and efficient buying decision.”
Transparency is key. Don’t hide essential details behind endless forms or phone calls.
Offer comprehensive information upfront—whether it’s pricing, event space layouts, or availability. The less time a client has to spend searching for information, the more likely they are to choose your hotel.
“The more we can put that educational content out there, the quicker it is for me to go and maybe fill out a form…and get started right away,” Connor advises.
Harness the Power of Social Proof
Leverage testimonials and case studies not just on the leisure side of your hotel, but for meetings and events as well.
“The amount of sale and trust to put on an event is way higher than a little three-day vacation,” says Cory.
Video testimonials that walk through the customer journey from start to finish can be incredibly persuasive, showing potential clients exactly what they can expect.
Streamline the Conversion Process
Once a client is ready to book, make it easy.
Ensure that your website and sales team are ready to move at the client’s pace. As Connor notes, “Time kills all deals in sales.” A streamlined process keeps the momentum going and reduces the risk of losing the client to a competitor.
Build the Dream Team
The days of sales and marketing operating in silos are over.
By aligning these two critical functions, your hotel can not only reduce friction but also unlock new revenue opportunities. It’s about creating a seamless, transparent experience for your clients—one that turns potential frustration into loyalty and long-term success.
Remember, the real magic happens when sales and marketing work together as a unified force. It’s time to break down those barriers and start reaping the rewards.
Why & How Many Hotel Vendor Websites are the Reason for Low Sales
Here’s the hard truth that many hotel vendors may not be ready to accept - your lackluster website is killing your bottom line.
Complex navigation, unclear value proposition, thin content, and no easy path to conversion are just a few of the culprits.
Your website is often the first touchpoint potential customers have with your business. It's not just a virtual brochure; it's a powerful tool that can make or break your bottom line.
From common pitfalls to strategies for success, this conversation shed light on the importance of a well-crafted digital presence.
Website Design Tips for Hotel Vendors
Avoid Common Pitfalls in the B2B User Experience
Unfortunately, many hotel vendors fall into the trap of neglecting critical aspects of user experience, and this negligence can be costly.
From mobile optimization to testimonials, here are some common pitfalls Sam and Cory discussed.
Lack of Mobile Optimization
Many B2B websites need to pay more attention to mobile optimization.
“So you open the site on your mobile phone, and it looks a bit like a potato. Perhaps the menu navigation is quite difficult to access.” Sam says. “You're clicking it. You're trying to zoom in. You're trying to scroll around. You can't see what's for what. Additionally, many companies forget to make their menu bar sticky, and that's a mistake.”
A mobile-optimized website is crucial because it ensures that potential customers have a seamless and engaging experience, regardless of the device they use, ultimately increasing the likelihood of conversions and boosting your bottom line.
No Clear Value Propositions
Many B2B websites need clearer value propositions.
“When someone lands on your homepage, whether they've come from a Google search, been referred to you or elsewhere, they're usually time poor. And they do not want to spend a ton of time trawling for your site to know what you do,” Sam says. “So they want to quickly be hit with a clear value proposition on your home page to know exactly what you do, the juicy problem you're going to fix for them, or how you're going to improve their life or business.”
When potential customers land on your website, they should quickly grasp the unique value you provide. Instead of confusing them with industry jargon or long-winded descriptions, highlight the problems you solve and the benefits you offer.
A concise, compelling value proposition can engage visitors, helping them see why they should choose your services over competitors.
No Effective Use of FAQs, Social Proof, Testimonials, and Pricing
Most website visitors want to quickly understand your services, expertise, track record, and pricing.
“Strategically placing FAQs and testimonials on your site can significantly enhance user trust and engagement,” Cory says. “These elements should be easy to find and directly address common questions and concerns your prospects may have.”
FAQs and testimonials are powerful tools to build credibility and answer potential clients’ questions.
By prominently displaying these elements, you can alleviate concerns, showcase your expertise, and provide social proof that reinforces the value of your services. This strategic placement can lead to higher engagement and increased conversions.
8 Website Design Tips for Your Hospitality Vendor Website
Implementing effective strategies can transform your website from a simple digital brochure into a powerful tool that drives revenue and engagement.
Here are some critical strategies discussed by Sam and Cory:
1. Include Proof of Results
“Building trust with potential clients is crucial,” Sam noted. “Utilize case studies, testimonials, and client review videos to prove your results. This builds confidence in your ability to deliver on your promises.”
Proof of results is essential in establishing credibility.
Case studies and testimonials offer tangible evidence of your success, making it easier for potential clients to trust your capabilities. You can significantly boost your conversion rates by highlighting real-world examples of how your services have benefited other clients.
2. Add a Page with Transparent Pricing
“There’s a debate about displaying pricing on B2B websites,” Cory pointed out. “However, being transparent about pricing can filter out unqualified leads and attract serious prospects. Address common pricing objections and provide clear information about your pricing structure.”
By openly sharing your pricing structure, you can avoid wasting time on leads that are not a good fit and attract those genuinely interested in your services. This clarity can streamline the decision-making process and improve overall client satisfaction.
3. Align Marketing with Sales Goals
“Aligning marketing efforts with sales objectives is essential for effective lead generation,” said Sam. “Marketing should qualify leads effectively to ensure sales teams can focus on high-quality prospects.”
Ensuring that your marketing strategies are aligned with your sales goals is crucial for seamless lead generation. By qualifying leads more effectively, your sales team can focus on converting high-quality prospects, ultimately driving more revenue.
4. Leverage Sales Team Insights
“Regularly consulting with sales teams to understand common questions and objections can help create content that directly addresses these points, improving the overall user experience,” Cory suggested.
Your sales team interacts directly with prospects and customers, making them a valuable source of insights. By leveraging their knowledge of common questions and objections, you can create content that addresses these issues head-on, enhancing the user experience and increasing the likelihood of conversion.
5. Utilize AI and Tools for Enhanced Content Creation
“AI tools like ChatGPT can help generate initial FAQ lists,” Sam explained. “While these tools provide a good starting point, it’s important to refine AI-generated content with insights from your sales team to ensure relevancy and accuracy.”
AI tools can be a great asset in content creation, providing a solid foundation for FAQs and other informational content. However, it’s crucial to refine this content with input from your sales team to ensure it is relevant and accurately addresses the needs of your audience.
6. Create Evergreen Content on your Hotel Vendor Website
“Evergreen content is invaluable for improving SEO,” said Cory. “Focus on creating relevant content over time and repurposing it to maximize its reach and impact.”
Evergreen content—content that remains relevant and valuable over time—is essential for long-term SEO success. By creating and regularly updating such content, you can continue to attract and engage visitors, enhancing your website’s performance and visibility.
7. Ensure the Design is User-Centric
“Approach website design from a user’s perspective,” Sam advised. “Imagine you’re a prospective customer visiting your site for the first time. What information would you want to see immediately? Ensure your website provides a clear, intuitive user experience.”
Design your website with the user in mind.
By prioritizing ease of use and ensuring that critical information is easily accessible, you can create a more engaging and effective digital presence.
8. Simplify the User Experience
“Remove unnecessary complexities from your website,” Cory recommended. “Focus on intuitive navigation, clear calls to action, and a straightforward path to conversion. The easier users find what they need, the more likely they are to convert.”
Simplifying the user experience is key to keeping visitors engaged and guiding them towards conversion.
Streamlined navigation, clear calls to action, and a straightforward user journey can significantly enhance the effectiveness of your website.
Improving your B2B website isn’t just about aesthetics—it’s about creating a functional, user-friendly experience that drives revenue.
These website design tips are here to help you address common pitfalls, optimize content, and enhance collaboration between marketing and sales. With these tips, you can transform your website into a powerful tool for growth for your hospitality vendor business.
Why are so many hotel sales professionals stuck in the rut of rates, dates, and spaces? It's time to save your pipeline.
We have a secret for you. The process of hotel sales is undergoing a dramatic transformation. Buyers are more empowered than ever, competition is more fierce than ever, and technology is shifting the landscape and mindset.
If you want to level the playing field, it may be time to elevate your game by building your personal brand and attracting long-term relationships. Be empowered to be your own pipeline hero!
Personal branding is the key to attracting and building trust with like-minded buyers, but it’s often misunderstood.
Cory Falter recently invited Shelley Brown, keynote speaker, and cultural cohesion champion, to the InnSync Show to explore how hotel sales professionals can rise above the competition, seal deals today, and build powerful relationships for tomorrow.
Many hotel salespeople default to a transactional approach, focusing solely on rates, dates, and spaces.
This method makes it challenging for prospects to differentiate one hotel from another. Prospective clients are left to make decisions based largely on price, leading to commoditization.
As a result, hotels often find themselves in a race to the bottom, where the lowest price wins, but the true value of the hotel and the team remains unnoticed.
As Shelley highlights, “People buy from people they like. That’s first and foremost.”
Personal connections foster trust and loyalty, turning one-time clients into repeat customers.
By focusing solely on transactions, hotel salespeople miss the chance to connect on a human level, which is crucial for long-term success.
The term “branding” often carries misconceptions, especially in the hospitality industry.
Many hotel sales professionals see branding as something reserved for large corporations with big budgets, rather than a crucial element of their own sales strategy.
This misunderstanding can be broken down into several key areas:
Perception of Branding as a Luxury: Branding is frequently perceived as an unnecessary luxury, associated with high costs and complex strategies. Many believe it involves hiring expensive marketing agencies to create elaborate branding books that ultimately gather dust on a shelf. This view overlooks the essence of personal branding, which isn’t about extravagant expenditures but about authenticity and connection.
Misconception of Personal Branding as Self-Promotion: Another common misconception is that personal branding equates to self-promotion or boasting. Sales professionals might fear that by focusing on their personal brand, they will come across as self-centered or inauthentic. However, personal branding is not about inflating one’s ego; it’s about presenting one’s true self in a way that resonates with potential clients.
Overemphasis on Social Media Presence: While social media is a powerful tool for personal branding, it’s not the whole picture. Some salespeople might think that personal branding solely involves posting regularly on platforms like LinkedIn or Instagram. While online presence is important, personal branding encompasses much more, including how one interacts with clients, the values one upholds, and the consistency of one’s message across all channels.
Fear of Vulnerability and Authenticity: Building a personal brand requires vulnerability and a willingness to share personal stories and values. This can be intimidating, as it opens up the possibility of judgment or rejection. Shelley Brown notes, “Social media and having your brand and being really knowing what your brand and what you stand for as a human being…everything I do is tied to my brand.” This emphasizes the importance of showing up authentically and consistently, which can be challenging but is ultimately rewarding.
Lack of Immediate Tangible Results: The benefits of personal branding are often long-term and might not yield immediate, tangible results. In a high-pressure sales environment where quick wins are highly valued, the slow and steady nature of building a personal brand might seem less appealing. However, the trust and loyalty built through authentic personal branding can lead to more sustainable and significant success over time.
Unclear Understanding of Personal Branding Benefits: Many hotel sales professionals might not fully understand the benefits of personal branding. They may see it as separate from their sales objectives, not realizing that a strong personal brand can directly impact their success. A well-crafted personal brand can attract like-minded clients, build stronger relationships, and ultimately drive sales. Shelley underscores this by linking her personal brand to her success: “Everything I do is tied to my brand.”
Personal branding is about defining and consistently presenting who you are and what you stand for.
It’s never too early to start building your personal brand on LinkedIn.
Cory says, “There is tremendous value in a LinkedIn connection over just another email address, because an email address is probably going to be bad in three months.”
Here are a few tips to get started.
1. Know Your Values and Be Authentic
Your personal brand starts with understanding your values.
What do you care about? What makes you unique?
Shelley suggests, “Be really consistent and be really clear about what it is that you want to bring to other people.”
Sharing your values and interests attracts like-minded clients, making connections more meaningful and reducing the focus on price.
2. Leverage Social Media Wisely
Social media isn’t just for posting rates and availability. Use it to showcase your personality and values.
Shelley recalls how her unique voicemail messages, where she sang popular songs with custom lyrics, helped her stand out and build a following.
Similarly, use LinkedIn to share personal tidbits and engage authentically.
As Cory points out, “Bring some of that out. Please don’t write your about section in third person; bring those elements and be real.”
3. Showcase Your Unique Traits
Don’t be afraid to highlight what makes you different.
Whether it’s a quirky hobby, a unique perspective, or a personal story, these elements make you memorable and relatable.
Shelley says, “My brand is weird, which means a stranger or an extraordinary character, odd or fantastic, and we're all weird, just different weird. And that’s what makes us interesting.”
Cory adds, “I made an incredibly valuable connection because I included that I have twin daughters in my profile. It really works!”
4. Be Patient and Persistent
Building a personal brand takes time and consistency.
Shelley advises, “There is the element of patience because magic doesn’t happen overnight.”
Cory adds, “Don’t forget that when making connections, you should always include a personal note. Sure, it can be time-consuming, but absolutely worth it.”
Regularly share content that aligns with your values and engage with your audience. Whether it’s through comments, personalized messages, or creative posts, keep showing up authentically.
5. Engage Beyond Transactions
Authentic engagement goes beyond sales pitches.
Comment on others’ posts, share your thoughts, and connect on a personal level.
Shelley says, “Some days all I want to do is just make people feel good and engage with their content.” This approach not only builds relationships but also establishes you as a genuine and approachable professional.
In hotel sales, personal branding is your secret weapon.
It’s about more than just making a sale; it’s about building lasting relationships based on authenticity and shared values.
Shelley adds, “My brand is my values. My brand is the things that really matter to me.”
By embracing and showcasing your unique self, you can stand out in a crowded marketplace and become the go-to choice for clients.
Note: This post is in response to Cory Falter's interview with Erul & Associates, Phoebe (no last name provided) on the InnSync Show earlier this month.
In no way do we endorse, or align with, the views expressed by Phoebe of Erul & Associates. While we appreciate diverse perspectives, we believe it's crucial to clarify our stance on the creative hospitality concepts Phoebe recommended.
Phoebe's insights into creativity for hotel vendors sparked a lot of conversation, and we recognize the importance of discussing innovative approaches in the hospitality industry.
However, we want to highlight a few points where our philosophies diverge significantly.
Pheobe suggested three solutions for vendors and suppliers to get creative with their marketing.
Let’s dive deeper into her suggestions and offer better, more effective solutions designed for the modern customer.
3 Insane Creative Ideas For Hotel Vendors
Phoebe Says: Say Yes to Newspaper Advertising
Newspaper ads might sound archaic, but Phoebe insists they hold surprising power.
"Newspaper advertising, the black and white newspaper ads in six-point type... that is the best place to be," she says.
The small type makes readers work harder, increasing their engagement. Positioning your ad in the real estate section ensures it gets noticed by a more affluent audience.
Despite the rise of digital media, newspapers still hold sway in certain regions, providing a unique opportunity for those willing to tap into this old-school medium.
We Say Do This Creative Hospitality Concept Instead: Edutainment
While newspaper ads can still reach a niche audience, modern customers crave engaging and informative content.
Edutainment, which combines education with entertainment, captures attention and builds lasting relationships.
Create short, engaging videos or interactive online content that educates your audience about your products or services while entertaining them. This approach increases engagement and positions your brand as a thought leader in the industry.
Here are a few examples we love:
Alex B. Sheridan
The "edutainment" king! Alex consistently delivers value in an entertaining way. We suggest you follow him on LinkedIn for amazing tips and tricks for utilizing video in a sales strategy.
Apollo.io
Apollo.io is a B2B lead intelligence and sales engagement platform that uses AI to help sales professionals analyze prospect data to improve conversations and opportunities ... and their videos are hilarious!
Urban Tandoor
You may not expect us to include an Indian restaurant in Bristol, UK as an "edutainment" example we love, but trust when we tell you, we can't wait to see what Urban Tandoor will come up with next. The best part? This little Indian restaurant across the pond has lines out the door every night.
Phoebe Says: Mass Produce & Distribute Glossy Brochures
In a world of pixels, the tactile experience of a glossy brochure can leave a lasting impression.
Phoebe advises, "Fill them with everything that you know, all that industry jargon... and print 20,000 copies and give them to everyone."
The goal is mass distribution, whether that means slipping them under windshield wipers in grocery store parking lots or handing them out on the street. This hands-on approach can capture attention in ways a digital ad might not.
We Say Do This Instead: Craft an Engaging Website
While glossy brochures can be memorable, a well-crafted, conversion-friendly website is a more sustainable and far-reaching solution.
Invest in a user-friendly, visually appealing website that showcases your offerings and provides valuable information. Incorporate interactive elements such as social proof, video content, chatbots for instant customer support, and a blog that directly addresses a prospects questions and objections..
A dynamic online presence not only attracts a wider audience but also allows for ongoing updates and engagement.
Here are some examples we love:
Impact
Impact has been a leader in inbound marketing strategies since 2009. While they have shifted from agency services to training services, their website messaging has always been customer-focused.
TTI Technologies
TTI Technologies is a B2B hospitality technology company, which has traditionally been a "cold" field. Rather than benefit-stuffing, they lead with their true value of good old-fashioned service, coupled with advanced technologies. They speak directly to their prospect's pain points.
Phoebe Says: Standard Tradeshows
While virtual events are on the rise, traditional trade shows still offer immense value.
Phoebe suggests a classic approach: "Wear a suit to look professional, stand behind the table, act very aloof... and print out a hundred thousand pens that we can give out to people."
This method emphasizes professionalism and the tangible connection between vendor and potential client. Giving away branded pens ensures your name is in their hands long after the event.
We Say: Creativity Trumps Tradition for Tradeshow Success
Traditional trade shows are valuable, but standing out requires creative hospitality concepts.
Instead of the standard booth setup, design an interactive experience that draws attendees in. Incorporate virtual reality demonstrations, interactive product showcases, or live social media integrations to create buzz.
Provide memorable swag that aligns with your brand’s values and message, ensuring your brand is remembered long after the pens run out. Engaging with attendees in a personable, approachable manner will foster genuine connections and leave a lasting impact.
David Millili from LodgIQ, Nick Horgan from Amaze Insights, Cory Falter and Susan Tucker from here at Lure Agency recently share some additional tips.
Best Tips for Trade Shows:
• David Millili: Even if you're a small company, invest in a bigger booth to maximize impact.
• Nick Horgan: Personal connections and networking are key.
• Susan Tucker: Leading with value rather than a sales pitch, especially for newcomers.
• Cory Falter: Utilizing LinkedIn for pre- and post-event engagement.
While Phoebe's suggestions offer a starting point, we believe in evolving these ideas to better suit the needs and expectations of modern customers.
By focusing on strategic, engaging, and innovative approaches through creative hospitality concepts, hotel vendors can not only capture attention but also build lasting relationships and drive meaningful results.
No one likes to cold prospect. You don’t have to.
Not only has buyer behavior changed in the past five years, it is evolving at lightning speed.
B2B buyers now expect personalized experiences tailored to their specific needs and challenges.
Thankfully, Customer Relationship Management (CRM) technology has stepped up to the plate.
Don’t get left in the dust.
On a recent episode of the InnSync Show, Lure Agency’s Susan Tucker and Cory Falter discussed what this means for you and your team.
It’s time to get strategic with CRM systems.
In this post, we will explore the importance of personalized and content-driven marketing strategies to meet the modern buyer's needs and offer actionable tips to help you navigate the dynamic nature of B2B buying behavior using CRM technology.
Are you ready for a home run? Let’s dive in.
CRMs for Hotel Sales: Not Just a Buzzword, Your New Marketing Assistant
It’s where all your customer info is stored, from interaction histories to preferences, making your marketing sharper and sales stronger.
Susan says, “There are a lot of sales and marketing platforms that have a CRM feature, but if you actually utilize a CRM and the sales and marketing platform portion of it, it is such a powerful tool.”
Cory adds, “There's been a little bit of confusion, even from this standpoint, about the term CRMs used in a lot of industries. And then we've got the sales and catering platform. So there's a lot of crossover and some confusion there.”
Think of it as your secret weapon for personalizing experiences, boosting sales, and keeping customers returning for more.
Cory says, “Oftentimes, hotel salespeople contact their existing clients or customers only when they need something, not when their prospects and customers need something. That misalignment. It’s time for sales pros to evolve by combining sales and marketing efforts.”
The blend of sales and marketing, powered by CRM systems, has transformed how other industries connect with customers. Here’s how the hospitality industry can keep up:
Data-Driven Selling
CRM platforms have made sales strategies more sophisticated, using data analytics to tailor sales approaches. High-performing sales teams leveraging CRM insights achieve better forecasting accuracy and customer understanding.
Personalization at Scale
AI and machine learning within CRMs enable sales to automate personalized communication, a tactic borrowed from marketing that significantly boosts engagement and conversions.
Content for Sales Enablement
Sales teams now utilize marketing-generated content to support the sales process, sharing relevant materials with prospects through CRM systems to enhance the buyer's journey.
Social Selling
By integrating social media tools into CRM systems, sales professionals can engage with prospects on their preferred platforms, mirroring marketing's approach to building a brand presence online.
Lead Scoring and Nurturing
CRM systems facilitate lead scoring and nurturing, enabling sales to focus on the most promising prospects and keep others engaged, blending sales efforts with marketing tactics for pipeline management.
Analytics and Reporting
CRM systems' advanced analytics and reporting features offer real-time insights into the effectiveness of sales and marketing strategies, allowing for agile adjustments and clearer ROI demonstration.
It's no longer about simply capturing leads; it’s about nurturing them through every step of their journey with personalized, engaging content.
Your CRM should work overtime to make this happen, even while you sleep.
Making CRM Technology Work for You: Automation, Personalization, and Engagement
Now, let’s discuss putting your CRM to work.
Automation is your friend, but only if you use it wisely.
Here are some practical ways hotel sales teams can use a CRM to boost their strategies and keep ahead of the competition.
Segmentation: Know Your Audience
For Possible Opportunities: Identify anyone who might book your event space in the future. Use the CRM to keep your hotel top of mind through regular, value-packed communications.
For Definites: Implement a series of thank-you emails. Show appreciation for their business and hint at future opportunities to enhance loyalty.
For Site Visits, Develop a nurturing email series to convert their interest into a sale. Highlight your space's unique selling points or offer a limited-time promotion.
For Client Turn-Downs: Send a gracious thank-you message for considering your venue and include them in your monthly touchpoints. This keeps your hotel in their thoughts for future events.
For Hotel Turn-Downs: Keep these contacts in your database and continue to engage with them through scheduled touchpoints, ensuring your venue remains an option for them.
Life of the Lead: Prioritize for Precision
Track Lead Engagement: "Life of the Lead" allows you to see every interaction a lead has with your marketing efforts. This includes email opens, clicks, website visits, social media interactions, and more. By tracking these activities, you can get a clearer picture of what interests your leads and what prompts them to take action.
Identify Effective Tactics: By examining the history of interactions for each lead, you can identify which marketing tactics and messages are most effective. For instance, you might notice that certain types of emails or specific content topics drive more engagement or conversions.
Personalize Marketing Efforts: Understanding the unique journey of each lead helps in tailoring marketing messages and campaigns. If a lead has shown interest in a particular product or topic, you can customize future communications to align with those interests.
Improve Lead Scoring: "Life of the Lead" can contribute to a more accurate lead scoring system by providing detailed data on a lead's engagement level. This helps prioritize leads who are more engaged and likely closer to making a purchase decision.
Enhance Sales Collaboration: Sales teams can use the insights from "Life of the Lead" to better understand a lead’s needs and pain points before reaching out. This prepares them for more informed and effective sales conversations.
Analyze Lead Sources: You can use this feature to analyze which marketing channels are bringing in the most engaged leads. Understanding which channels are most effective can help you optimize your marketing budget and strategies.
Monitor Campaign Performance: Assess the impact of specific campaigns by tracking how leads interact with each campaign. This can help you refine your strategies in real-time and make adjustments to improve campaign effectiveness.
Warm Nurturing: Build Relationships
Use thank you page welcome videos to introduce your team and venue, adding a personal touch that can make all the difference.
Lead magnets can be a game-changer. Offer valuable resources in exchange for their contact information, then use automated follow-ups to guide them down the sales funnel.
Custom Triggers: Engage with Precision
Set up custom triggers based on the specific pages visited by your leads. If they spend time on your wedding venue page, follow up with tailored content around your wedding packages or testimonials from happy couples.
By understanding your prospects' needs and interests and engaging with them thoughtfully at every stage of their journey, you're not just selling them a space but providing an experience that's hard to forget.
As Cory puts it, it’s like having a “24/7 sales assistant,” but with a human touch.
Real Talk: Why Your Group Sales Process Can’t Afford to Ignore CRM Technology
If you’re not utilizing CRM effectively, you’re leaving money on the table. Period.
Here are some more reasons to up your CRM game:
Differentiators: Position yourself and everyone on the sales team as a trusted advisor.
Customer loyalty: Do you think the sale is over once the event is done? Your follow-up strategies are just as important as your outreach strategies, and you’ll win by making a loyal customer for life. (Think of the referrals!)
Operational efficiency: From streamlining administrative tasks to enabling data-driven decision-making, CRM tools help sales teams optimize their operations and marketing strategies, ensuring they target the right audience with the right message at the right time.
Susan says, “We're all stretched thin. It's a better use of your time and stay top of mind.”
Ignoring CRM tools means missing the opportunity to deeply understand and connect with your customers, ultimately putting you at a disadvantage.
The Bottom Line: Embrace the Power of CRM Tools or Get Left Behind
We don’t mean to sound dramatic, but personalization, automation, customization, and data are non-negotiables in sales and marketing, now and in the future.
CRM technology is the answer.
It’s essential for modern sales pros looking to secure their place in a competitive landscape.
Ready to Level Up? Here’s Your First Step
Start by evaluating your current CRM strategy.
Is it integrated with your sales and catering software? Are you using automation to its full potential? Are you personalizing your communications? If you answered no to these questions, it’s time for a CRM overhaul.
The hospitality industry is at a turning point, and CRM technology is the key to navigating this change successfully. Hotels can enhance customer engagement, streamline operations, and drive significant growth by focusing on strategic CRM utilization.
Have questions? Let’s chat. Reach out below.
Did you know that 96% of sales are directly attributed to marketing efforts?
At one time, sales reps were able to close deals by simply walking their prospects through the many features and benefits of their product.
Today’s buyers have changed.
Thanks to the internet, they are more informed than ever.
In fact, Hubspot’s 2024 State of Sales Report states that 96% of buyers have already researched solutions for their problems before even speaking to anyone at a company.
The question is, are your prospects getting their information from you or your competitor?
When your sales and marketing teams are aligned with a mission to inspire and educate, you will effortlessly attract your future customers with information that speaks directly to their needs.
That means no more cold calls, no more “just following up” emails, and no more spray-and-pray tactics.
On the InnSync Show, Connor DeLaney and Cory Falter reveal how the right blend of digital-savvy and relationship-building can skyrocket your visibility and demand.
Marketing Ideas for Hotel Vendors & Suppliers
With these powerful marketing ideas, you’ll capture their attention and business, setting you apart as a leader in the hotel supply industry.
Here are some strategies to help you squeeze every drop of potential from your efforts and budget.
LinkedIn is hosting the biggest networking event, and you’re invited to join every day of the week.
With nearly 5 billion people online, it's crucial to establish connections in the places where your colleagues, customers, and prospects are engaging.
Get started by interacting in social media, forums and through your email distribution to build trust and rapport before the first sales pitch. Lead from a mindset of being helpful rather than “salesy.”
"In hospitality and hotels, it's even more about relationships,” Connor emphasizes, “which I believe relates to a lot of B2B and even some B2C businesses too, where relationships are at the core of what we do. But as this thing called the internet has evolved, that relationship's getting built in different ways.”
Today's hoteliers are diving deep into research before making a single purchasing decision.
Your job? Make their journey easy.
Look critically at your website, from the perspective of your prospect. Are you answering the question “what’s in it for me?” or are you using it as a digital brochure?
“Customers are doing even more research ahead of time than they did before,” Connor says. “So a lot of them are focused on ‘How can I gather information so that I don't have to waste my time vetting different options?’”
Every click and every scroll on your site should feed their hunger for information.
Think crisp product details, in-depth FAQs, compelling case studies, pricing (yes, pricing!), and glowing testimonials — all designed to answer their biggest questions and soothe their top concerns.
Craft it well, and you'll ease their decision-making and emerge as the go-to guru in the bustling world of hotel vendors and suppliers.
Hot Tip: We recommend following the They Ask, You Answer business framework, which, when embraced fully, will make you the most trusted voice within your industry.
3. Lead with Education
Ditch the sales pitch and turn up the education.
It's about laying the groundwork for trust long before the sales conversation starts.
Transform your website and social media channels into treasure troves of wisdom for hoteliers.
Dive deep into industry trends, dissect challenges, and showcase solutions.
This isn't just content—it's your invitation to engage, a way to spark meaningful conversations with well-informed clients ready to talk solutions, not just products. In the era of informed decision-making, be the beacon of knowledge that guides them home.
According to the Hubspot, 64% of B2B sales pros offer self-service tools to help guide buyers’ purchase decisions, and 85% of them say it’s an effective strategy.
4. Be a Solution to their Problem
Understanding and addressing the specific challenges hoteliers face daily is crucial.
By emphasizing solutions over features in your marketing messages, you can demonstrate empathy and offer tangible relief to their pressing concerns.
Highlighting real-world success stories and engaging in meaningful dialogues further establishes your brand as a trusted partner, deeply invested in their success.
This approach not only showcases your deep understanding of the industry's intricacies but also positions your offerings as the go-to solution for hoteliers looking to navigate their day-to-day hurdles with ease and efficiency.
As Connor puts it, "They're just trying to deal with their day-to-day issues."
Tailor your marketing messages to offer solutions to these problems, showing empathy and understanding.
5. Use Customer Success Stories & Social Proof
No one sells your product or service better than someone who has already purchased it.
Customer success stories and social proof capitalize on the psychological principle that the experiences and recommendations of others influence people's decisions.
When potential clients hear real-life stories of how your product or service has resolved specific challenges, it validates your offerings and builds trust and credibility.
These narratives humanize your brand, allowing prospects to envision the tangible benefits and successes they can achieve.
We like how Oakley features a link to their reviews right out of the gate.
By incorporating testimonials, case studies, and user-generated content into your marketing mix, you ensure your marketing efforts resonate on a personal level, bridging the gap between business and consumer with authentic voices and experiences.
Engage your audience with stories that matter to them, and watch as your brand's credibility and customer base grow.
In leveraging these real, relatable success stories, you transform abstract benefits into concrete results, making your marketing message not just heard but felt.
"Share stories illustrating how your products or services have solved specific problems for other hotels,” Conner says. "Positive experiences from peers can be a powerful influence on purchasing decisions."
6. Embrace Transparency
"Be open about pricing, features, and the benefits of your offerings," Cory advises.
A transparent approach removes barriers and reduces buyers' frustration when information is hard to find.
In addition to being upfront about your products or services, embracing transparency extends to all facets of your business operations—from customer service to supply chain details.
This openness builds trust and fosters a stronger connection with your audience.
Share behind-the-scenes glimpses of your operations, openly address customer feedback, and celebrate your successes as well as acknowledge areas for improvement.
By doing so, you create an environment of trust that encourages loyalty and advocacy among your customer base, turning casual browsers into lifelong supporters.
7. Adopt an Inbound Marketing Approach
When sales and marketing align with the inbound marketing methodology, it will transform your brand and bottom line.
It's about becoming a beacon of value, where every piece of content and every interaction isn't just informative—it's irresistibly engaging.
Connor hits the nail on the head: when clients feel they've gained valuable information from you before spending a dime, you're not just another vendor but a trusted advisor.
This strategy transforms you - and subsequently your brand - into a thought leader, a go-to source for insights, advice, and solutions.
Your commitment to providing genuine value sets you apart in a landscape cluttered with noise.
It compels potential clients to lean in and say, "Let's do this," because you've already started the conversation on the right note—by giving first.
Implementing these marketing strategies can revolutionize how hotel vendors connect with potential clients.
By focusing on building relationships, educating the market, and emphasizing the unique value of your offerings, you can navigate the changing landscape of the hospitality industry and achieve greater sales success.
Remember, as Connor and Cory insightfully point out, the core of successful business relationships remains trust and understanding, even in the digital age.
FOR IMMEDIATE RELEASE
San Diego, CA, January 15, 2024 - Lure Agency, a leader in hospitality B2B marketing, is excited to announce a new partnership with Sanderling Resort. Sanderling Resort is a distinguished destination located in the Outer Banks of North Carolina. This collaboration is set to revolutionize the experience of hosting team retreats, focusing on assisting those new to event planning.
Sanderling Resort's commitment to working with team members tasked with planning small and midsized leadership programs is at the heart of this partnership.
Recognizing the challenges faced by novice event planners, Sanderling’s event managers are dedicated to crafting an end-to-end experience led by an educational process and ending with an effortlessly luxurious experience in the serene beauty of the Outer Banks.
Lure Agency, with its proven expertise in hospitality marketing, joins forces with Sanderling Resort to emphasize the resort's unique value proposition. The partnership will utilize Lure's successful W.I.N.S. strategy - a proven relationship-building sales and marketing technique.
“We are excited to work alongside Sanderling Resort to redefine beach event planning in the Outer Banks,” says Cory Falter, Partner and CEO of Lure Agency. “Our goal is to showcase the unique offerings of Sanderling Resort and provide an educational and inspiring journey for those new to event planning.”
This strategic partnership represents a significant commitment by both organizations to set new standards in the hospitality industry. The collaboration is expected to yield substantial results, enhancing Sanderling Resort's reputation as the premier choice for team retreats in the Outer Banks and elevating the planning experience for newcomers.
About Sanderling Resort
Sanderling Resort is a top-rated destination in Duck, North Carolina, renowned for its luxury and natural beauty blend. Catering to guests seeking relaxation and adventure, the resort is an ideal location for exceptional beach events, offering unparalleled service and amenities.
About Lure Agency
Since 2012, Lure Agency has been at the forefront of integrated marketing, combining data and creativity to identify and retain more revenue. Their Science and Soul methodology has supported clients like Stonewall Resort, Newman Windows and Doors, and TTI Technologies in achieving measurable results and lasting relationships.
