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.
AI assistants like ChatGPT, Gemini, and Perplexity are reshaping how meeting planners find and choose hotels. And if your hotel isn’t answering questions before they’re asked—you’re not invisible… you’re irrelevant.
This is bigger than SEO. Bigger than digital brochures.
We’re talking about a new sales era where AI makes decisions before you even know there’s a lead. If your hotel’s data, content, and trust signals aren’t ready, you’re not just missing the shortlist—you’re not in the conversation.
The hotels that win in this new game?
✅ Structured for AI
✅ Built for humans
✅ Fueled by proof, not fluff
Wait 12–24 months, and you’ll be playing catch-up in a world that already moved on.
We're diving in below.
Top 10 Takeaways Summary: Agentic Search & M&E Sales
Your Website Is Your New Sales Rep—Trained by AI. AI isn’t browsing; it’s scanning. If your M&E page can’t be easily read, parsed, and quoted by an agent, you’re off the list.
RFPs Are Getting Replaced by AI Shortlists. Agentic search filters, compares, and recommends venues instantly. Fewer RFPs, but hotter leads—and only for those who show up in AI responses.
Content That Answers Wins. FAQs, team bios, video tours, case studies—format your content like it’s talking to a planner through AI. Because it is.
AI Loves Trust: Be Transparent or Be Forgotten. Opaque pricing, outdated PDFs, or vague promises? AI skips you. Transparent, structured, and human content gets surfaced and selected.
Sales + Marketing Must Marry. Now. No more silos. AI needs sales insights (what clients ask) and marketing execution (how to present it). Unite or lose.
E-E-A-T Is Non-Negotiable. Experience, Expertise, Authoritativeness, and Trustworthiness—these are the signals AI uses to decide if you’re worth recommending. Build them or vanish.
Planners Aren’t Always Pros Anymore. Thanks to AI, anyone can plan an event. Your site and your content must guide non-planners just as effectively as seasoned pros.
Fresh Content = Visibility. AI doesn’t trust stale data. Update your meeting spaces, team bios, FAQs, and pricing regularly—or risk being dropped from results.
Independent vs. Branded? Doesn’t Matter—AI Judges the Info. A big brand name won’t save you if your content is thin. Independent hotels can win by being more specific, transparent, and helpful.
AI Can Book Direct—If You Let It. Frictionless booking experiences mean AI agents can recommend and execute. Make it easy for the agent, and you’ll capture more direct business.
The Strategic Importance of AI in Meetings & Events
Instead of manually browsing websites or relying on traditional channels, buyers can now ask an AI assistant for the best venues and get instant, curated answers.
This is disruptive because it collapses the research phase into a single conversation.
For example, a planner might ask an AI, “Suggest two venues in London with natural daylight for a summer party, close to a major transport hub.” The assistant can immediately return a short list of venues with key details, as shown below.
By providing a direct answer with locations and features, the AI spares the buyer from combing through multiple hotel websites. This “zero-click” search behavior means the decision-making journey often starts and ends with the AI’s recommendation, bypassing traditional discovery methods.
Major travel players are already integrating AI agent technology (OpenAI’s “Operator,” Google’s A2A protocol, etc.) into their platforms.
If hotels (especially those dependent on legacy request-for-proposal systems like Cvent or Convention Bureaus) fail to adapt, they risk becoming invisible.
Planners accustomed to sending RFPs and waiting days for replies will soon expect instant answers.
Indeed, AI agents can “instantly match planner requests with the best supplier profiles”by scanning RFP data. They can even autonomously navigate the web to compare options, complete bookings, and make payments on the user’s behalf. This threatens hotels that rely on slow, human-mediated lead channels.
A recent industry commentary warns that content “not structured for AI consumption may not even get surfaced” to travelers.
In short, hotels that don’t modernize their sales approach could “disappear from the booking journey altogether” as AI-driven agents favor properties with accessible, AI-ready information.
The New AI-Driven Buyer Journey
With AI assistants acting as de facto travel concierges, the buyer’s journey is faster and more data-driven than ever. Planners (or even untrained organizers) can ask an AI for venue suggestions, pricing estimates, or capacity info and trust the immediate, synthesized answers. This changes decision-making in several ways:
Smaller Consideration Set: Instead of reviewing ten proposals, a buyer might get two or three AI-vetted options and choose from those. The AI’s ability to filter by specific criteria (location, capacity, features, dates, etc.) means hotels either make that shortlist or miss the opportunity entirely.
Data-Trumped Brand Loyalty: Decisions may rely more on objective data (reviews, amenities, value) than on brand recognition or sales pitches. An AI will “filter, select, and book hotels on behalf of travelers… Simply put, hotels without well organized AI-driven discovery will not show up in the results”. Ad spend can’t easily buy visibility in this context – relevance, reputation, and data quality determine which hotels an AI recommends.
Accelerated Closing: An agentic AI can progress the buyer journey from inspiration to booking in a single session. One example: OpenAI’s agent can handle the entire trip planning query – it “analyzes options, compares reviews, finalizes the reservation and makes the payment”, all in one go. This eliminates many of the touchpoints where hotels traditionally influenced decisions (website content, sales calls, site visits). If the AI’s choice satisfies the buyer’s criteria, the process effectively ends there.
In summary, agentic search is a strategic disruptor because it reshapes how hotels are found and chosen. The power is shifting toward AI-driven intermediaries, and hotels must urgently adapt to remain visible when “travelers rely on AI-powered recommendations rather than traditional search engines."
The Tactical Landscape: Impacted Marketing & Sales Elements
The advent of AI-guided search will touch nearly every aspect of hotel marketing and sales. Key elements include:
Website Structure & SEO
Hotel websites must evolve from passive digital brochures to AI-readable data hubs.
Traditional SEO (keywords, meta tags) is now table stakes; the new goal is Answer Engine Optimization (AEO). This means structuring web content so AI models can easily ingest and quote it.
Sites should featureFAQ sections, short paragraphs, bullet points, and direct answers to common questions.
Using schema markup (for location, amenities, reviews, event spaces, etc.) helps AI understand and trust the content. For example, implementing FAQ schemas or Q&A content allows generative search engines to pull direct answers about your property without needing a click.
In the meetings & events context, this might include Q&As like “What is the maximum capacity of your ballroom?” or “Do you offer on-site AV support?” answered in plain language on the site. Being “agentic search-ready” means your digital content is structured, up-to-date, and rich in detail so that an AI agent can confidently recommend your venue from its knowledge base.
If your information is locked in PDFs or spread across fragmented systems, an AI may overlook you in favor of a competitor whose data is readily accessible.
Content Creation & Format
In an AI-driven landscape, quality content is more critical than ever – not just for humans, but for the AI that reads it on their behalf.
Generative AI tools tend to prioritize“high-quality, credible content from trustworthy sources”.
Tactically, hotels should invest in content that is authentic, informative, and aligned with user queries. This includes maintaining robust FAQ pages, how-to guides, and blog posts that answer planners’ questions about hosting events at the hotel.
Content formats that are likely to surface in zero-click AI results include:
FAQs and Q&A Pages: Direct question-and-answer content is gold for chatbots. If a planner asks an assistant about a venue’s offerings, the AI will pull from any FAQ or Q&A style content on that venue. Hotels should “structure content around the prompt-response model used by AI chatbots”, using common questions as headings and clear answers in the text.
Video and Virtual Tours (with transcripts): Video content can be a rich source of information if the AI can parse it. Posting virtual tours or event highlight videos along with transcripts or detailed descriptions ensures the AI captures key details (e.g., a video showcasing the conference center’s layout should be accompanied by text noting the room dimensions and tech features). While the AI might not “play” the video, it will utilize the textual context. This can improve a hotel’s chances of being recommended with notes like “features a 3D virtual tour of the meeting space,” demonstrating transparency.
Team Bios and Expert Insights: Showcasing the sales and events team’s expertise can influence AI-driven results. If a user asks, “Does this hotel have an experienced events team?”, an AI might reference the team bio page. Profiles that highlight planners’ certifications (e.g., CMP – Certified Meeting Professional), years of experience, or notable events executed can be picked up as credibility signals. Moreover, thought leadership content (e.g. blog posts or LinkedIn articles by your events director) positions the hotel as an authority that an AI might “quote” or at least weigh favorably.
Interactive Planning Tools and Data: If your site offers interactive floor plans, space calculators, or instant quote generators, make sure to describe these features in text as well. An AI might inform a user, “Hotel X’s website includes an interactive planning tool for event layouts,” which can be a differentiator. Additionally, structured data feeds (like an events API or participation in platforms that feed AI, such as Google’s Hotel schema for meeting spaces) will ensure your up-to-the-minute inventory and specs are available for algorithmic matchmaking.
SEO & Paid Media Evolution: SEO isn’t dead, but it’s Transforming
Classic search rankings matter less if 60%+ of searches result in no clicks to websites.
Hotels need to optimize for the AI overview or answer, not just the blue link. This means monitoring how your property is described in AI-generated snippets and training content to influence that description.
As for paid media, the old game of bidding on keywords could give way to new models. Industry experts predict marketing spend will shift “from cost-per-click to cost-per-agentic-search”, essentially paying to be the chosen answer an AI provides.
Hotels and brands will likely need to collaborate with AI platform providers or travel sites integrating AI to ensure they remain in the consideration set (this could involve data partnerships or even sponsorships within AI results in the future).
In the short term, hotels should keep investing in authoritative content and technical SEO (site speed, schema, mobile usability) – these factors still influence whether Google’s AI (and others) deems your site a reliable source.
Also, social media and PR feed into AI visibility: positive news articles or viral social posts about your venue may be indexed as part of the AI’s corpus, contributing to its understanding of your reputation.
Social Proof & Reputation Signals
In agentic search, social proof becomes a deciding factor.
AI assistants will heavily incorporate reviews, ratings, and external testimonials into their recommendations. For example, an AI might say, “This hotel is rated 4.7/5 for events and is praised for its catering” if it has access to such data.
Hotels must cultivate a strong pipeline of recent, positive reviews on public platforms (Google Reviews, TripAdvisor, meeting planner forums) because “AI needs structured signals to support your claims” of quality.
Social proof extends beyond just star ratings:
Testimonials & Case Studies
While a human prospect might read a case study PDF on your site, an AI could ingest that content and cite the success story in summary. Having detailed case studies of past events (e.g., “How Hotel X hosted a 500-person international conference successfully”) not only demonstrates experience to human visitors but also feeds the AI concrete evidence of your capabilities (experience and trustworthiness).
Some innovative hotels (and chains like NH Hotels or Hilton’s EventReady program) have started publishing meeting/event case studies online as proof points, which could be referenced by AI assistants.
Consistency Across Channels
Ensure that your venue’s details (capacity, amenities, policies) are consistent wherever they appear. Discrepancies (like an outdated capacity on a CVB site or old photos on a Facebook page) can confuse AI models.
Being “agentic search-ready” means eliminating contradictory or stale information.
One practical step is to regularly audit third-party listings (Cvent, Destination Marketing Organization listings, etc.) so that any source an AI agent checks will reflect the same accurate data.
Brand-level vs. Independent Sites
There will be a nuanced interplay between brand umbrella sites and individual property sites.
Brand-level websites (for big chains) often have strong domain authority, which could help them rank in AI training data as authoritative. However, they sometimes lack localized, rich content.
Independent hotels have the freedom to create highly tailored content (detailed banquet menus, blog stories, client spotlights), which can give them an edge in specificity and authenticity. The key is to combine the best of both: leverage brand resources (if you are part of one) for global visibility, but localize your content to stand out. An independent hotel or smaller chain property must punch above its weight with content depth since they can’t rely on a household name.
Conversely, branded hotels must not get complacent; a generic brand page with minimal info won’t satisfy an AI seeking detailed answers. The brand’s corporate marketing teams should empower individual hotels to add more meeting-specific content.
In all cases, whether brand or indie, being “agentic search-ready” means your online presence is comprehensive, up-to-date, and easily digestible by AI – from the main site down to every digital touchpoint.
The Agentic Search Action Plan for Hotel Group Sales Teams
1. Reengineer the Sales Funnel for AI Discovery
To future-proof the Meetings & Events (M&E) sales funnel, hotels need to embed AI readiness at each stage:
Top of Funnel (Discovery)
Optimize content so that AI assistants find you first. This includes using AI-friendly keywords and phrases that planners might use in queries (e.g., “best hotel conference center in Chicago with 500 capacity”). Incorporate these naturally into your site’s Q&As and content. Also, supply structured data to channels that AI pulls from.
For instance, keep your Google Business Profile and Google’s hotel listing updated with attributes (many now include “business facilities” details). Similarly, ensure your Cvent profile (if you use one) is thoroughly filled; while a general AI like ChatGPT might not directly tap Cvent, specialized tools or plugins could.
Some hotels are even exploring AI plugins or integrations – for example, providing an API feed of their meeting space availability or using chatbot widgets that can interface with voice assistants.
The easier you make it for an AI to get answers about your venue, the more likely you’ll be recommended.
Mid Funnel (Consideration & Evaluation)
Collaborate across sales and marketing to provide AI with the content it needs to “sell” your venue. This means marketing teams should harvest FAQs from sales (what prospects usually ask) and publish those answers online.
Sales teams, in turn, can use AI tools to expedite proposals and responses.
For example, if an AI agent initiates an inquiry (some platforms might auto-generate an email or chat inquiry to a hotel), your team could deploy an AI assistant to instantly respond with a personalized proposal.
Hotels should also embrace tools that facilitate quick info sharing: interactive capacity charts, instant quote systems, and AI-driven RFP responders. If a planner’s AI says, “I can get you a quote from Hotel Y right now,” you need the back-end capability to produce that quote without human delay.
Sales and marketing must operate in lockstep, sharing data through a unified CRM that tracks not just human leads but also AI-initiated touchpoints. Marketing can nurture the AI’s “opinion” of your hotel by feeding it continual fresh content, while sales ensures any AI inquiries (which might come in 24/7) are handled promptly, potentially by an AI chatbot trained on your sales knowledge base.
Bottom of Funnel (Booking & Conversion)
Make the final steps AI-friendly and frictionless. This could include streamlining your direct booking process so an autonomous agent can navigate it.
As one tech commentator noted, the latest AI agents don’t even require API integration – they can “interact with sites just like a human”.
Test your online booking or RFP forms to ensure an automated tool could fill them (avoid captchas or unnecessary hoops).
Better yet, consider building a simple conversational booking interface.
For instance, some hotels are implementing chatbot booking flows for group inquiries, which an AI assistant could hook into.
Also, prepare for new metrics: instead of just measuring website conversion rates, you may need to monitor “AI referral” conversions (bookings that were clearly influenced or initiated by an AI source).
That feedback loop will inform how you continue to optimize content and offers for AI-driven shoppers.
2. Align Sales & Marketing Teams Around AI
The silos between sales and marketing must break down in an AI-driven world.
Marketing can no longer focus solely on branding and inbound attraction, leaving all client-specific communication to sales – because AI blurs those lines.
Every piece of information shared in the sales process might also need to live on your website or knowledge base.
For example, if sales managers often email clients a PDF of floor plans, marketing should turn that into an interactive web page or downloadable content online (so an AI can find it). Regular joint meetings should be instituted where sales shares the latest client questions or objections, and marketing strategizes how to address those through content (blog posts, FAQ updates, videos, etc.).
Additionally, train your sales team to leverage AI as well.
Just as planners use AI to research, sales can use AI to analyze leads and personalize outreach.
Salesforce reports that data-driven AI can transform sales processes in hospitality by identifying the best leads and suggesting tailored content.
If your salespeople use an AI tool to draft a follow-up email that includes links to relevant pages (which marketing created), you’re presenting a unified front to the AI-savvy customer.
Collaboration also extends to sharing success metrics: marketing might track how often the hotel is mentioned in AI platforms (e.g., appearing in Bing Chat answers), and sales might track the quality of AI-generated inquiries.
Together, they should iterate on strategies to improve those numbers. The bottom line: sales and marketing must co-create an “AI playbook” – mapping out likely AI queries and the hotel’s ideal responses – ensuring that whether an answer is given by a human or a bot, it’s accurate and compelling.
3. Content Creation with E-E-A-T and Conversational AI in Mind
Hotels should double down on content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) – these are the qualities that both human users and AI ranking algorithms seek. When generating new content:
Emphasize real experiences – feature quotes from clients or staff, cite years of experience, and include specifics (names, dates, outcomes) to give content a first-hand feel. Google’s guidelines favor content written from personal experience, and AI models trained on those guidelines will too.
Attribute content to qualified authors. For instance, a blog post on “Tips for Planning a Successful Corporate Retreat” could be written by your Director of Events (with a bio stating her 15 years of event planning experience). Such bylines boost credibility. An AI scanning your site sees not just anonymous marketing copy, but advice from a professional, increasing the chances of your tips being recommended.
Maintain a conversational yet informative tone. Remember that AI outputs try to mimic a helpful human assistant. Content that is written in a natural, Q&A style is more likely to be directly used. Avoid marketing fluff and get to the facts in a friendly, advisory tone. For example, instead of a pure sales pitch about your ballroom, write a piece titled “How to Choose the Perfect Ballroom for Your Gala” and include your venue as a case example. This educational approach means even if the reader is an AI, the content is parsed as useful, not advertorial.
Use AI tools to augment your content creation, not replace it. AI can assist in generating outlines, doing research, or translating content into multiple languages for international events. Many hotels are already using AI for content – in one global survey, 31% of hotel chains use AI in content creation and another 27% plan to. However, always have human review to ensure nuance and accuracy (this maintains trust and distinctiveness). The goal is content that AI recognizes as high-quality, often because it’s original and human-validated – avoid the temptation to publish generic AI-written text (“AI slop” as it’s been called), which could harm your credibility.
4. Build Trust Through Social Proof and Expertise Showcases
In an AI-mediated world, trust signals have to be not only present, but highly visible and machine-recognizable.
Here’s how hotels can bolster trust:
Encourage and Curate Reviews
Actively solicit reviews from meeting planners and group clients on platforms likely to be data sources for AI (Google is a must, followed by Tripadvisor and industry-specific sites).
Then, integrate these into your site. For example, embed a widget or feed of recent reviews on your meetings page. This has a dual benefit: it reassures human visitors and signals to search engines and AI that your site contains third-party validated feedback.
As one marketing expert notes, a dedicated reviews page using known platforms’ widgets greatly boosts a site’s trust factor.
Showcase Media Mentions and Awards
If your hotel or events team has been featured in news articles, won industry awards (e.g., “Best Conference Hotel in X Region”), or even partnered with well-known organizations, highlight that.
Create a press & accolades section (as some resorts do) listing these mentions. AI models crawling your site will associate your property with those authoritative citations, enhancing your authoritativeness.
Likewise, any backlinks from reputable news or association sites improve your standing in traditional SEO and by extension AI training data.
Thought Leadership and Transparency
Have your experts speak up.
A robust strategy might include publishing thought pieces on LinkedIn or hospitality blogs, speaking on webinars/podcasts, or contributing to industry publications about trends (like sustainable events or hybrid meeting technology).
When AI combs the web, seeing your hotel’s associates quoted or your website linked in “expert tips” articles increases the confidence it has in your expertise.
Simultaneously, be transparent on potentially sensitive topics: publish clear information about pricing models (e.g., typical package rates, any extra fees), contract terms (cancellation policies), and what planners can expect in terms of service. If a question like “Does Hotel Z have hidden fees for events?” is posed, an AI that can find a transparent statement on your site will answer favorably (trustworthiness up!), rather than defaulting to generic or competitor info.
In fact, hotels that openly share such information are likely to be preferred by AI, as transparency aligns with trustworthiness in algorithmic eyes.
By executing these action plans, hotels can “rebuild their digital brand for AI” – making it easy for AI agents to crawl, interpret, and trust their information. The payoff is staying visible in the new AI-driven marketplace and even gaining an edge over slower-moving competitors. As one hospitality tech CEO observed, “Properties which embrace these changes now will gain a considerable strategic advantage in this era of AI-driven travel”.
E-E-A-T Evaluation for Agentic Search
To effectively appeal to both AI algorithms and discerning human planners, hotels must excel in E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness.
Below is how each pillar applies to meetings & events sales, and how hotels can measure up:
1. Experience (First-Hand Event Experience)
Hotels need to showcase real-world event experience to prove they “practice what they preach.” This could be through detailed case studies, testimonials, and media highlights:
Case Studies: Do you provide narratives of successful events held at your venue? For instance, a case study might describe how a tech company’s 3-day conference was executed, including objectives, how your team delivered, and the outcome (perhaps with quotes from the client). Such content demonstrates experience in action. Some hotel groups now publish case studies on their M&E microsites (e.g., NH Hotels’ “success stories” section shares how clients’ events were transformed at their properties). This not only aids human buyers but feeds AI concrete examples to reference.
Testimonials & Reviews: First-person testimonials from event planners or corporate clients serve as proof of experience. A planner’s quote like “The banquet team at Hotel X handled our 500-person gala flawlessly” is powerful. Featuring these on your site (and linking to their source for credibility) boosts E-E-A-T. AI will interpret multiple consistent testimonials as evidence of real outcomes, enhancing your profile.
Event Media & Photos: Show, don’t just tell. A gallery of past event setups, video snippets of a conference in your ballroom, or news articles about high-profile events you hosted (“Local news covered the charity ball at Hotel Y”) all add to the sense that this hotel has been there, done that. Experience is about track record – the more visibly you document yours, the more an AI (or a skeptical human) will trust that you can handle the next event.
In evaluating their Experience factor, hotels should ask: Are we visibly demonstrating our event capabilities through real examples? If the answer is no – it’s time to gather those stories and put them front and center.
2. Expertise (Knowledge and Skills in M&E)
Expertise is about showcasing deep knowledge and skill in event planning and hospitality. Hotels can boost perceived expertise through:
Visible Planner Profiles: Put the spotlight on your team’s credentials. Does your Director of Catering hold a CMP (Certified Meeting Professional) or has your AV manager produced events for 20+ years? Listing bios with qualifications, years in industry, specialties (e.g. “expert in South Asian weddings” or “specializes in pharmaceutical conferences”) signals that knowledgeable people are behind the scenes. Some hotels include a section like “Meet the Team” on their events page – this humanizes the sales process and instills confidence.
Educational Content & Thought Leadership: Are your hotel’s experts contributing tips, guides, or commentary that help planners? Examples might include a blog series like “Ask our Event Expert,” where your sales manager answers common planning questions, or publishing whitepapers on topics like event sustainability if that’s a niche you excel in. Providing valuable insights not found elsewhere establishes that your staff are experts, not just order-takers. An AI scanning the web might find, for instance, an article on MeetingsNet where your banquet chef discusses menu planning for dietary restrictions – this could make the AI more likely to recommend your venue for queries about culinary expertise at events.
Certifications and Partnerships: Highlight any special certifications (e.g., IACC certification for conference centers, or if your staff are certified in Pandemic Compliance Advisor training, etc.). Also, affiliations with industry associations (MPI, ILEA, PCMA) or roles like hosting industry workshops at your property underscore expertise. These are concrete signals of professional involvement. Remember, “Google is effectively asking about the reputation and credentials of the site’s authors” when evaluating expertise – so make those credentials and affiliations known.
In essence, a hotel demonstrates expertise by being the subject-matter expert about itself and its services. That means providing exhaustive detail on facilities and services (so the AI sees your site as the ultimate reference about your venue) and letting your skilled people do the talking whenever possible.
3. Authoritativeness (Credibility in the Industry)
Authoritativeness comes from external recognition and a strong reputation. It answers the question: “Does the broader community consider this hotel a credible authority for meetings and events?” Hotels can cultivate authoritativeness via:
Third-Party Accolades: Awards, rankings, and lists – being named “Top 10 Convention Hotels in Europe” by a credible publication or winning a meetings excellence award lends immediate authority. Make sure these are mentioned on your site (in an “Awards” section or press releases). Also, when such accolades occur, ensure they are publicized so they appear in industry news (AI crawlers will find those). A cited example in a hospitality SEO context: Zemi Beach House created a page listing all their press mentions and awards, which “demonstrates that this site is the true expert on the property” – thereby boosting its authority.
Media and Case Study Features: If your property or staff are quoted in industry publications (Skift, Meeting Professionals International blog, etc.), or if you have co-authored case studies with partners (like a convention bureau success story), these are gold for authoritativeness. They indicate the hotel’s voice is respected and referenced. For instance, if Meetings & Incentive Travel Magazine or a CVB site features a story on an event at your hotel, that’s a high-authority signal. Share these links on your media page.
Reputation in Data: AI doesn’t just look for human-written accolades; it also gauges patterns in data. A hotel consistently rated highly across multiple platforms gains authority in the eyes of algorithms. Additionally, consistent engagement and responsiveness can be a factor (e.g., responding to reviews shows active management). It’s been suggested that AI will favor “hotels that demonstrate their competence through data” – meaning quantifiable excellence like high ratings, many successful events (perhaps measured by volume of reviews or return clients), and so on.
To evaluate authoritativeness, hotels should audit their presence: Do we appear in credible sources outside our own website? If not, it’s worth investing in a PR push or strategic partnerships (perhaps hosting an industry meet-up or getting involved in local tourism boards) to build that external credibility. Remember, authoritativeness is partly earned by longevity and consistency – a history of doing great events that people talk about. AI will pick up on that “digital paper trail.”
4. Trustworthiness (Transparency and Reliability)
Trustworthiness is the foundation that ties everything together – without it, the other attributes fall flat. For hotels, trustworthiness in M&E sales means being transparent, reliable, and honest in all content and dealings:
Transparent Information: Make essential information easy to find and truthful. This includes clearly stating what spaces and services you have, being honest about any limitations (e.g., if your largest hall has some obstructed views, mention how you address it), and especially being upfront about pricing and policies. While many hotels have historically been coy with pricing for meetings (preferring “Contact us for a quote”), the AI era rewards openness. Consider providing indicative price ranges for common meeting packages or a sample “Day Meeting Package” price right on the site. Also outline standard contract terms (cancellation deadlines, attrition allowances) in plain language. A planner’s AI might be asked, “Does Hotel Z have flexible cancellation for events?” – if your policy is posted, the AI can affirm your flexibility, building trust before the sales manager even speaks to the client.
Up-to-Date and Accurate Content: Nothing erodes trust faster (for humans or AI) than outdated content. If your website’s meeting room floor plan shows a layout that changed after renovation, or lists amenities you no longer offer, it creates confusion. AI might cross-verify information and catch inconsistencies. As one AI hospitality article stressed, establishments must ensure their data is “reliable, up-to-date and well-structured, in order to avoid any errors or misunderstanding”. Regularly review and refresh your content. Update photos to current decor. Remove references to years (like “Upcoming in 2023…” now past). Show that the site is actively maintained – perhaps with a latest news or blog update in the last month – so AI knows the information is current.
Trust Signals on Site: Incorporate elements that give visitors (and AI) confidence. This could be security badges (if your booking engine is secure, display the icon), privacy policy and GDPR compliance notices, and clear contact information. An AI scanning your site can recognize if you have a detailed contact page with an address, phone, and names – all signals of a legitimate business. Trustworthiness is also enhanced by showing human touch: for instance, a note from the General Manager about the hotel’s commitment to successful events, or video testimonials from clients (real people vouching for you).
Consistent “Experience Delivery”: While harder for an AI to gauge directly, it will manifest through reviews and feedback – ensure that what you promise, you deliver. Trustworthiness in an AI’s eyes is basically absence of red flags. Negative signals like multiple recent 1-star reviews citing “misrepresented facilities” or a news article about a contract dispute will weigh heavily. Thus, operational excellence ties back into your digital reputation. Proactively manage issues, respond to feedback publicly, and demonstrate problem-solving. If something goes wrong and is mentioned online, a forthright response from the hotel can mitigate loss of trust (and even show the AI that the hotel addressed the issue).
To summarize E-E-A-T: A hotel that shows real event experience, leverages its team’s expertise in content, is recognized as an authority by the wider community, and maintains a trustworthy, transparent online presence will be well-regarded by both AI assistants and human clients. These factors are interdependent and all are needed to build a compelling profile. As Google’s quality raters would agree, and AI models trained on that philosophy would echo: a high E-E-A-T hotel site is far more likely to be recommended in response to a query about “the best place to hold an event.”
Bonus Considerations
Planner vs. Non-Planner: How AI Levels the Field
AI-generated search will impact professional event planners and casual or first-time planners differently – potentially disrupting the traditional planner value proposition.
A seasoned meeting planner might use AI as a power tool: to speed up venue research, generate initial budgets, or summarize venue options (like using ChatGPT to collate RFP responses into a comparable table). This makes them more efficient, but doesn’t replace their expertise.
In contrast, non-professional planners (novices) stand to gain a planning ally that guides them through tasks they might have hired a professional for in the past.
For example, an executive assistant tasked with organizing an offsite can ask an AI, “What steps do I need to plan a 2-day retreat?”, essentially getting a roadmap that a professional planner would normally provide. The AI can suggest venues, draft schedules, even create stakeholder presentations. This empowers those without planning experience to perform more like a pro.
From the hotel’s perspective, this means the gap between planners and non-planners narrows in terms of how informed their initial inquiry is.
Hotels may start receiving inquiries from individuals who, thanks to AI, have done considerable homework (they might say “Your hotel was recommended to me by an AI and I already have a draft agenda and budget”).
Hotels should be prepared to serve both: the pro planners who will appreciate deep-dive info and data (perhaps an AI or data portal integration just for them), and the lay planners who might need more hand-holding (even if AI got them to you, they may lean on your sales team for validation and final details).
Another consideration: planners might shift their role – focusing on higher-level design and client management, while delegating research and initial venue selection to AI.
The human touch remains vital (creativity, negotiation, on-site coordination), but AI will handle the grunt work. Professional planners who embrace AI will deliver faster outcomes, which hotels should welcome (faster turnarounds, more clarity).
Those who don’t use AI might actually diminish in influence over time.
In short, AI is like an equalizer: it raises the floor for novices and raises the ceiling for experts. Hotels should anticipate more DIY planners entering the fray with AI guidance, and adjust their sales approach to be ready to engage a very informed but possibly inexperienced customer.
It’s wise to create planning resources and checklists on your site as well – so whether it’s a planner or not, the AI might pull your guidance to assist them, positioning your hotel as extra helpful.
The Cost of Stale Content: Keep It Fresh or Be Forgotten
Content freshness is no longer just an SEO best practice – it’s crucial for AI relevance and user trust.
Hotels that don’t update content regularly risk multiple problems
Firstly, AI models (especially those like Google’s Gemini that “pull more live info”) prioritize up-to-date data.
If your brand’s main site or property page hasn’t been updated in a year, an AI might interpret that information as potentially outdated, and opt for a competitor’s site that had a recent update or a third-party source.
We’ve already seen that zero-click searches mean users might not visit your site to notice an update date; they’ll trust whatever the AI delivers. So if that AI has a cached or old understanding of your offerings, you might be left out of the consideration set due to outdated info.
Secondly, not updating means missing out on highlighting new features or improvements that could sway decisions.
Imagine a hotel that invested in new hybrid meeting technology or renovated meeting rooms but didn’t update their web content – an AI recommending venues for, say, “high-tech meeting facilities” won’t even know to include that hotel.
Meanwhile, a competitor that actively posts news (“We’ve just installed 1Gbps dedicated line in our conference center as of 2025”) will surface for queries about high-speed internet venues.
Brand sites are especially vulnerable they often have standardized content that isn’t frequently refreshed, and the hotel’s team might assume corporate is handling SEO/updates. But corporate content teams may not be focused on each hotel’s M&E specifics. As a result, independent competitors or more agile brands can leapfrog with timely content and blogs that catch AI attention (which favors recency for factual questions).
Additionally, stale content undermines trustworthiness.
Planners notice if a hotel’s latest “news” is from 2019; it raises the question if anything is being maintained. AI might even use the last-modified timestamps as a signal; for instance, some search engines favor recently updated pages for queries that imply up-to-date info is needed.
In the context of events (especially post-pandemic), policies and capacities have changed, so current info is crucial. If a hotel doesn’t update regularly, it might also accumulate inaccuracies – and an AI could inadvertently spread those (e.g., still mentioning a retired sales contact or an old capacity chart). This could lead to misinformed AI recommendations, which hurt both the guest experience and the hotel’s reputation when corrections come to light.
The remedy is straightforward: treat content as a living asset.
Hotels should implement a content review calendar (at least quarterly for key pages like event spaces, and immediately after any significant change in offerings). Brand-affiliated hotels should lobby their brand web team for more frequent updates or supplemental sections they can control.
Another idea is to use dynamic content feeds – for example, embedding your latest Instagram photos of events or a Twitter feed of announcements on your site can show activity.
At the very least, ensure your basic data (hours, capacities, offerings) are always current on all platforms.
AI thrives on fresh data; as one 2024 study noted, in Google searches a vast majority of AI Overview results led to zero-click because the answer was right there. You want that answer to include you, and accuracy is a must.
In short: update or fade out. The hotels that treat every month as an opportunity to refine their online info will stand out sharply against those frozen in time.
Direct Bookings vs. RFP Leads: The AI Impact
Agentic search has significant implications for whether bookings come to hotels directly or via traditional RFP channels:
On one hand, AI could increase direct bookings for meetings/events in cases where it connects the buyer straight to the hotel.
For example, if a prospective client asks an AI assistant to book a venue, and the AI can interface with the hotel’s website (remember, advanced agents can“navigate... and interact with sites just like a human”), the booking or inquiry might go directly through the hotel’s booking engine or chat, cutting out middlemen.
This scenario would be a big win for hotels, as it streamlines the process and avoids third-party commissions or fees.
Essentially, the AI acts as the new concierge, but one that can book on the hotel’s own site.
To capitalize on this, hotels must ensure their direct booking path for events is AI-friendly (as discussed, no login walls, easy navigation, maybe even an API or agent handoff).
If done right, one could envision a future where saying “Hey Google, book my meeting at Hotel X on June 10th” triggers a direct booking with Hotel X, not through an OTA.
On the other hand, the risk is that existing intermediaries (OTAs, meeting marketplaces like Cvent, or global distribution systems) will integrate AI faster and retain control of the booking flow.
We see early signs: Booking.com and other giants are integrating OpenAI’s tools, meaning an AI on their platform could recommend hotels (perhaps even contract meeting space one day) but route the transaction through the OTA.
If a corporate meeting planner uses, say, Cvent’s forthcoming AI assistant (and Cvent certainly has the data to build one), they might get recommendations and send RFPs via that platform without ever individually researching hotels.
In such cases, hotels might still get the lead through the third-party channel rather than direct. However, even within those platforms, AI will change the dynamic: Instead of receiving dozens of blind RFPs where the client is fishing broadly, hotels might see fewer, more targeted RFPs (because the AI filtered out unsuitable venues already). Those leads might be highly qualified but also potentially less negotiable if the AI provided comparative pricing up front.
For hotels slow to adapt, the outcome might be fewer direct inquiries and continued dependence on third parties, possibly worse if the AI prefers certain partners.
For example, if an AI finds that data from one platform (like an OTA) is more structured and reliable, it might lean on that source for info and bookings, sidelining direct channels. This reinforces the importance of hotels providing reliable data openly – to encourage AI to use direct info.
In summary, agentic search can both increase direct engagement and strengthen third-party intermediaries, depending on who seizes the advantage.
Hotels that embrace AI and make themselves easily bookable will likely enjoy more direct bookings (as AI finds no friction in completing the transaction).
Those that do not may see the AI simply hand off the user to an OTA or keep them within an AI-enabled RFP system, with the hotel paying the usual commission or fee for that lead. Also, the nature of RFP leads will change: expect more “one and done” decisions.
A planner might ask an AI for the best venue and only send an RFP to that single recommendation, rather than blast 10 hotels. So while the volume of RFP leads might drop, the ones you do get could be essentially yours to lose. That heightens the pressure to be the recommended choice from the start.
For now, hotels should play both sides: optimize for direct (make sure AI can execute a direct booking or inquiry) and maintain strong presence on key third-party channels (so that if the AI uses Cvent or similar, your profile there is rich and your response times are swift – perhaps even using AI to answer RFPs within minutes).
Ultimately, the goal is to guide the AI’s user toward your property through whichever path they prefer, but ideally capturing them directly by offering the path of least resistance. As the industry adapts, we could even see new commercial models (maybe paying for placement in AI results much like ads). But irrespective of channel, the hotels with robust content, competitive offerings, and strong reputations will get the booking. AI will simply expedite the match-making.
Sources:
Goldrich, M. (2025). The Emerging Disruption of Travel Search – Hotels Need to Act Now. LinkedInlinkedin.comlinkedin.com
Doppler, D. (2025). Generative search and AEO: The future of Hospitality. Quicktextquicktext.imquicktext.im
Let’s stop the busy work and start booking with purpose.
Cory Falter, president of Lure Agency and a die-hard ‘80s music fan, has been on the frontlines of hotel sales strategies long enough to spot a crisis when he sees one.
And right now, the group sales game? It’s broken.
In a recent conversation with Christine Malfair, a hospitality marketing veteran and founder of Malfair Marketing, the two tackled a growing problem plaguing hotel sales teams: dependence on third-party channels is draining profit, killing conversions, and leaving staff demoralized. Additionally, the current system fails to address the specific needs of corporate clients, who require tailored services and packages, such as flexible booking options and comprehensive meeting facilities.
“We’re obsessed with TripAdvisor reviews,” Falter says, “but we’re outsourcing the guest experience to people who don’t even know our brand.”
Relying heavily on third-party channels undermines the strategy of promoting direct bookings, which are crucial for increasing revenue and reducing costs.
Let’s unpack why the current system is failing and how a few smart moves can flip the script—from ghosted RFPs to booked-out calendars.
Let's Dive Into Effective Sales Strategies for Hotels
Ghosted, Commoditized, and Bleeding Margins in Group Bookings
If you’ve ever responded to 50+ RFPs and heard crickets, you’re not alone.
“I didn’t realize how bad it was,” Falter says. “Some hotels have responded to thousands of RFPs and closed maybe a dozen.”
Sound familiar?
You’re getting ghosted by planners.
You’re spending hours replying to RFPs with <5% conversion rates.
Your team is reactive, not proactive.
You’re measured on KPIs that are barely tied to profit.
Now pile on platform fees, commissions, and lost data, and it’s clear: the RFP-first model is a leaky boat—and hotels are bailing with a coffee mug. The current sales process is inefficient and needs significant improvement to meet contemporary consumer demands.
“They’ve never heard of attrition. They’re not using CVENT. They’re Googling ‘meeting space near me’ and hoping something makes sense,” Falter explains.
Meet Michelle—an executive assistant suddenly tasked with organizing a retreat. She’s stressed, overwhelmed, and armed with Google and maybe ChatGPT.
When she lands on your hotel’s website, what does she find?
An RFP form.
No contact info.
No FAQs.
No humans.
She bounces. And books somewhere else.
“Imagine being told to plan a multi-day event with zero experience and no guidance. That’s Michelle’s world,” says Cory. “And our websites are not helping potential guests who need more guidance.”
Build for Humans, Not Just Planners
Here’s the twist: most hotels already have the traffic. They just don’t have the right funnel.
Falter shares that some hotels are getting up to 70,000 monthly unique visitors, with 5-30% heading straight to the Meetings & Events page. That’s thousands of potential group inquiries. But they’re falling through the cracks because the site assumes everyone is a seasoned planner.
“People are on your site. They’re interested. They’re ready. And we’re blowing it by asking for 20 fields of information before we even say hello.”
Here’s what works:
Make it easy to raise a hand. Use a low-friction contact form: name, email, question. That’s it.
Show your team. A smiling face builds trust faster than a bullet-pointed spec sheet.
Create resources for non-planners. FAQs, simple video walkthroughs, clear CTAs.
Respond like a human. Use personalized video replies, not generic attachments.
Highlight your unfair advantage. Unlike brands, independent hotels can tailor their website and sales journey. Use that agility.
And don’t forget: direct group inquiries are commission-free. That’s margin you can reinvest into marketing, staff, or just keeping your salespeople sane.
The Bigger Opportunity: Reframing Revenue and Reclaiming Control with Direct Bookings
This isn’t just about group business. It’s a broader mindset shift from dependency to control. As Malfair points out:
“OTAs are a distribution lever—not a lifeline. And your website is your most underutilized salesperson.” Across both leisure and group segments, hotels are leaving money on the table—not because of lack of traffic, but lack of trust-building experiences.
From masked OTA emails to ghosted group leads, the cost of outsourcing guest acquisition is enormous:
OTA commission = $250 per $1,000 booking
Direct booking cost = $140 (including incentives)
Repeat guests from OTAs = only 20%
Database data loss from OTAs = 60-70% dead emails
That’s not a distribution strategy. That’s death by a thousand micro-fees.
“It’s not about blowing up the OTAs or RFP platforms,” Falter adds. “It’s about building a second engine—so you’re not flying on one.”
Want In?
Falter and the team at Lure Agency are rolling out Hotel Group Breakouts, a 4-session strategy series teaching sales and marketing teams how to implement this direct group strategy themselves. No smoke.
“When you capture the guest’s heart,” Malfair says, “you capture their wallet.”
It’s time to stop chasing and start choosing. The traffic is there. The buyers are ready. You just need to show up like a hotel that gets it.
The hospitality industry moves fast, and staying ahead means staying connected.
That’s exactly why Brian Hicks, the new CEO and President of HSMAI, is on a mission to energize the organization, strengthen local chapters, and attract rising talent.
In a quick-hit interview with Cory Falter, San Diego Chapter President, Hicks shared his vision for the future of hospitality sales, marketing, and revenue management. His message was clear: if you’re in this industry, HSMAI is the place to be.
Here’s why.
Chapters Are the Heart of HSMAI—And They’re About to Get Stronger
The hospitality industry is all about movement—professionals relocate constantly for new roles in sales, marketing, and revenue management. But every move can feel like starting from scratch.
Hicks sees HSMAI’s chapters as the glue that keeps professionals connected no matter where they go. These local networks provide instant access to relationships, best practices, and industry insights.
The problem? Not every chapter operates at the same level.
Hicks wants to change that by:
✅ Strengthening chapter engagement at a global level
✅ Ensuring best practices are shared across all chapters
✅ Creating a seamless experience so members can plug into a new market instantly
His goal? Make HSMAI chapters the ultimate career accelerators—no matter where you’re based.
Closing the Knowledge Gap for New Hospitality Professionals
The industry is bouncing back, and hospitality schools are filling up. But Hicks sees a major gap: new graduates often lack the practical skills and industry knowledge needed to hit the ground running.
“Students come out of hospitality school and still struggle with the language, the metrics,” Hicks told Cory Falter. Hiring managers see this all the time—new hires walking into meetings completely lost.
That’s a problem.
HSMAI is stepping up with:
📚 Courses to bridge the gap between classroom learning and real-world application
📊 Training that helps young professionals understand industry metrics faster
👥 Mentorship and networking opportunities to set them up for long-term success
The goal? Make sure hospitality’s next generation starts strong—and stays in the industry.
Want Career Growth? Networking Beats a Resume Every Time
If you think your next job is coming from a LinkedIn post, think again.
Hicks has spoken to countless hospitality professionals who have recently changed jobs. Almost none of them landed a role through online applications.
The reality? This industry runs on relationships.
Whether it’s meeting someone at an HSMAI event, getting a direct referral, or simply being in the right place at the right time, networking is the #1 way to land opportunities.
That’s why HSMAI’s events are more than just conferences. They’re built for connection—whether you’re looking to grow your career, land new business, or sharpen your skills.
AI Isn’t a Threat—It’s a Tool (And Human Connection Wins)
Some hospitality leaders worry that AI will replace jobs. Hicks sees it differently: AI is a tool, not a competitor.
Hospitality has always been about human connection, and that’s not going away. In fact, Hicks argues that as AI becomes more intelligent, human skills—relationship-building, creativity, leadership—become even more valuable.
“We shouldn’t be afraid of AI,” Hicks said. “Use it to free up time so you can focus on what actually moves the needle—building real connections.”
The takeaway? Leverage AI for efficiency, but double down on networking, leadership, and strategy. That’s where the real opportunities are.
HSMAI is Leveling Up. Are You In?
Under Hicks’ leadership, HSMAI is making big moves to strengthen its chapters, equip rising talent, and make career growth more accessible than ever.
Expect to see:
✔️ Stronger local chapters that make transitions seamless
✔️ More educational tools to help professionals upskill faster
✔️ Expanded networking opportunities because your next job or deal won’t come from a job board—it’ll come from a conversation
If you’re serious about growth in hospitality sales, marketing, or revenue management, HSMAI isn’t just another industry association.
It’s the one that can change your career.
So, are you in?
FOR IMMEDIATE RELEASE
San Diego, California / Boulder, Colorado – February 21, 2025 – We are thrilled to announce that Lure Agency is teaming up with Keap to help serious hospitality teams grow.
As a Keap Certified Partner, Lure Agency can provide an exceptional level of consulting, training, and implementation services—joining a community of experts dedicated to helping small businesses thrive.
Keap’s Certified Partner Program offers powerful solutions, including web development, copywriting, marketing consultations, and other professional services. This powerful combination has enabled Keap and its Partners to be dominant forces in the small business success movement.
“Lure Agency has undergone an intensive training program and passed our in-depth qualification standards to become certified,” said Kim Mortensen, VP Partners at Keap. “We don’t certify just anyone who wants to join our community—Certified Partners meet our exceedingly high standards to ensure our small business customers are working with only the best. Today we congratulate and proudly welcome Lure Agency to our thriving community of Keap Certified Partners who are helping more small businesses get organized and grow every day.”
Lure Agency’s Take on the Power of Smart Automation
“At Lure Agency, we believe in building relationships first—whether that’s between brands and their customers or business owners and their goals,” said Susan Tucker, Partner at Lure Agency. “Partnering with Keap allows us to give our clients the tools they need to turn leads into lifelong customers without drowning in the day-to-day grind. Automation should feel like rocket fuel, not red tape, and with Keap, we’re helping hospitality teams scale without the overwhelm.”
With Keap’s powerful automation and Lure Agency’s strategic marketing expertise, small businesses can spend less time on manual tasks and more time growing, innovating, and making an impact.
Let’s Grow Together
To learn more about how Lure Agency and Keap can help you streamline, automate, and scale your business, visit www.LureAgency.com.
FOR IMMEDIATE RELEASE
San Diego, California / Boulder, Colorado – February 11, 2025 – Grab your racquets and raise a glass—Lure Agency is officially teaming up with Saddlebrook Resort in Tampa, Florida.
Known for its legendary racquet sports facilities and an impressive multimillion-dollar renovation which is set to be underway this year, this partnership is set to be a grand slam.
With a sprawling campus, top-tier golf, and a commitment to excellence in both leisure and group events, Saddlebrook Resort is a destination like no other. And just like a perfectly executed serve, this collaboration brings together the best of both worlds—strategic marketing expertise from Lure Agency and the unparalleled hospitality of Saddlebrook.
“We’re beyond excited to work with such an iconic property,” said Susan Tucker, Partner at Lure Agency. “And as an added bonus, we get to reunite with the incredible Scott Ward—a hospitality pro we’ve had the pleasure of working with in Santa Barbara and Curacao. It’s like a reunion tour, but for marketing magic!”
Tennis, golf, pickleball—you name it, Saddlebrook’s got it. And now, with Lure Agency in their corner, we’re dialing in a strategic marketing playbook designed to increase direct group inquiries, boost conversion rates, and reduce reliance on third-party channels.
By combining data-driven insights with authoritative content and personalized communication, we’re ensuring Saddlebrook attracts the right groups—directly and efficiently.
“So, let’s raise a toast,” adds Cory Falter. “To Saddlebrook, to innovation, and to making marketing as smooth as a well-played backhand. Game, set, match—let’s do this!”
About Lure Agency
Lure Agency specializes in B2B hospitality marketing, helping hotel sales teams and hospitality vendors build lasting relationships and increase revenue. With a mix of strategy, creativity, and technology, Lure turns marketing into a high-performance sport.
Cheers to success, Saddlebrook—let’s make this partnership one for the record books!
Success in 2025 is about solving problems, building meaningful connections, and meeting buyers where they are.
The hospitality landscape is shifting at lightning speed. Buyers are more informed, competition is fiercer than ever, and outdated tactics simply don’t cut it anymore.
Here’s the reality: 75% of B2B buyers use social media to research purchases, 90% of cold calls go straight to voicemail, and 80% of buyers make a decision before ever speaking to a sales rep.
Think about it—buyers are more empowered than ever, with access to tools and information that put them firmly in control of the purchasing process.
The traditional sales model is fading, replaced by a system in which 80% of what used to be sales is now marketing.
Generic pitches and cold calls? Forget them. Today’s buyers expect tailored solutions and genuine value from the first interaction, where personalized, value-driven outreach makes all the difference. It’s what grabs attention, builds trust, and ultimately wins the deal.
For hotel vendors, staying competitive means embracing this shift. The DIY sales process is here, and adapting to it is no longer optional—it’s essential.
Hotel Vendor Tips to CRUSH 2025
To help you rise to the challenge, we’ve gathered actionable advice from hospitality pros who are leading the way. These aren’t just theories but proven strategies to help you thrive.
Social selling isn’t just a buzzword—it’s your secret weapon for building connections faster than ever. Video content lets prospects see the real, approachable people behind your brand.
Why It Works: Buyers want to work with humans, not faceless companies. When your team shares their expertise and personality through video, you build trust and make your organization feel approachable.
Pro Tip: Start small. Record short, authentic videos answering common buyer questions or highlighting how your solutions solve real problems. Post them on LinkedIn to amplify your reach.
LinkedIn: Your Untapped Goldmine
Nick Horgan, Chief Commercial Officer at Amaze Insights, calls LinkedIn a game-changer for 2025: “Lean into LinkedIn. The power of the platform can help you grow your sales, your network, and make a huge impact.”
If you’re not leveraging LinkedIn effectively, you’re missing out.
Company pages often get overlooked, but Horgan reminds us they hold enormous potential with the right strategy. “It’s notoriously hard to grow a company page, but it’s doable with a mix of educational content, strategy, team involvement, and analytics.”
How to Start:
Post valuable, educational content regularly.
Get your team involved—encourage employees to share and engage.
Use analytics to fine-tune what works and replicate success.
Why It Matters: LinkedIn isn’t just a networking site; it’s a platform where B2B decisions are made. Elevate your presence, and you’ll stand out from competitors.
Susan Tucker of Lure Agency hits the nail on the head: “The days of one-size-fits-all messaging are gone.”
Hotel buyers are bombarded with pitches, and the only ones that cut through are tailored to their unique needs. This is where micro-personalization shines.
What Is Micro-Personalization? It’s using data to create hyper-relevant messaging for each buyer. Tucker suggests leveraging tools like AI-driven CRMs to segment and customize your outreach at scale.
But data alone isn’t enough—it’s about empathy, too. “Show you truly get their challenges and care about their success,” Tucker advises.
How to Do It Right:
Dig Deep into Data: Understand regional guest trends, revenue goals, and operational pain points for each client.
Combine Tech with Empathy: Use tech tools to automate insights but craft messages that feel personal and human.
Solve Problems, Not Sell Features: Focus on how your solution aligns with their goals.
Bottom Line: When you pair intelligent data with genuine problem-solving, you’re no longer just a vendor—you’re a partner they trust.
Stop Selling Features, Start Solving Problems
Cory Falter of Lure Agency urges vendors to ditch the feature-heavy pitches: “Far too many vendors try to get attention by offering products with just features and benefits. That approach is ignored.”
The key? Obsess over your prospect’s pain points and use the Problem-Agitate-Solution (PAS) framework:
Problem: Identify their biggest challenges.
Agitate: Highlight the impact of not addressing the issue.
Solution: Present your product or service as the clear answer.
Falter explains it best: “It’s not what you sell that matters—it’s the why. Lead with problem-solving value, and watch your opportunities skyrocket.”
Quick Example: If a hotel is struggling with guest check-in delays, don’t sell them “cutting-edge tech.” Instead, show how your solution slashes wait times, improves guest satisfaction, and makes them look like a hero to ownership.
2025 Success Starts with You
The message from all the experts is clear: the hospitality industry isn’t about pushing products—it’s about building trust and solving problems.
Whether it’s through authentic videos, mastering LinkedIn, or personalizing your approach, the vendors who win in 2025 will be those who focus on delivering value, not just features.
So, take these hotel vendor tips and make them your own. As John Carpenter says, “Turn the camera on yourself and go.” Let this be the year you build real connections, stand out, and crush your goals.
Ditch the cookie-cutter approach—learn to stand out, sell smart, and win big in the year ahead.
The hospitality industry is evolving rapidly, with new technologies, shifting customer expectations, and fierce competition redefining success.
For hotel sales professionals, staying ahead means stepping out of your comfort zone, thinking innovatively, and using new tools to work smarter (not harder.)
To help you rise to the challenge, we’ve tapped into the insights of industry experts who are reshaping hotel sales.
Let’s dive into their advice, backed by industry trends and actionable data, to help you exceed your sales goals in 2025.
Hotel sales isn’t just about selling rooms anymore—it’s about solving problems.
To stand out, identify the unique challenges your clients face and position yourself as the go-to solution.
Pro Tip: Start by creating value-driven content on LinkedIn or industry blogs. Share insights, case studies, and success stories to showcase your expertise and build trust. By the end of 2025, your personal brand could be your biggest sales asset.
Director of Sales and Marketing Don Barnett from LondonHouse Chicago emphasizes the importance of standing out: “How are you staying top of mind with your clients and guests? Are you practicing unreasonable hospitality?”
Inspired by Will Guidara’s book, Barnett challenges hotel sellers to go above and beyond in creating memorable experiences.
Think of small, unexpected touches—like handwritten thank-you notes, personalized welcome gifts, or curated local experiences for guests. These moments of generosity build loyalty and make you unforgettable.
3. Go Big on Video to Build Trust
In 2025, video isn’t optional; it’s essential.
Mercedes Montijo, Director of Sales and Events for the WoodGroup, shares her go-to strategy: “When people see you on video, they know you’re real and authentic, and they build trust with you.”
Whether it’s a quick Instagram reel, a LinkedIn update, or a polished client introduction, showing your face humanizes your brand and accelerates trust.
Pro Tip: Use video to highlight your property’s unique selling points. Showcase venues, share testimonials, or host live Q&A sessions. It’s about putting your personality into the sales process.
4. Let Automation Be Your Secret Weapon
For Susan Tucker from Lure Agency, automation is a game-changer: “Use automation tools to handle repetitive tasks like follow-ups, appointment scheduling, and email sequences.”
Why waste time on admin tasks when technology can do the heavy lifting?
Imagine a potential client fills out a group inquiry form on your website. An automated email sequence could instantly provide venue details, pricing information, and event planning tips.
This keeps prospects engaged and lets you focus on closing high-priority deals, while also building new relationships.
5. Make It Easy for Prospects to Connect
Cory Falter from Lure Agency points out a critical gap in many hotel sales strategies: “Most likely your hotel website only has a long RFP form, but no easy way to simply reach out and ask a basic question.”
Long forms can be a barrier to entry for potential clients.
The fix? Add a short, user-friendly form with just four fields: first name, last name, email address, and question.
Streamlining the inquiry process can increase direct leads and reduce friction in your sales funnel.
6. Innovate or Stagnate
2025 is the year to challenge traditional methods and explore new ways to connect with clients.
Whether leaning into social selling, embracing unreasonable hospitality, or rethinking your website, each of these tips can transform your approach to sales.
As Don Barnett reminds us, “Differentiate, my friends, and have a great 2025.” Ready to take the leap? Let’s make it happen.
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.
