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.
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.
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.
