Hotel Group Sales Re-imagined In Response to Covid-19


Performance-Based Direct Sales Support Program 
for Boutique Independent Hotels

San Diego, CA (November 17, 2020) – Lure Agency, a San Diego hospitality sales and marketing agency, has launched a re-imagined, cost-effective, interim direct sales support program that inverts the traditional compensation model from salary to performance-based. Cory Falter, principal at Lure Agency, made the announcement in an ongoing effort to assist boutique, independent hotels in identifying and converting demand while dramatically decreasing fixed overhead and costs.

“Covid-19 has caused not only a drastic reduction in group rooms, but traditional business development strategies once used by hotels is now obsolete. With trade shows and conferences being replaced with virtual meetings and other forms of digital communication, traditional in-person on property method of developing new business has evaporated and hotels must now actively search for new ways to operate more efficiently,” said Falter.

To help meet these challenges, Lure Agency is launching a Direct Sales Support Program that identifies and converts demand while dramatically decreasing fixed overhead and costs.

According to Falter, there is still group business to be had and that segment of hotel business continues to slowly bounce back bringing with it leisure and small corporate groups. The need for a sales manager to find new business has been replaced with a need to capture a higher percentage of existing demand.

Lure Agency’s sales team utilizes proprietary technology and strategies to streamline the process for lead generation, RFP management, account nurturing and reporting, leaving their highly skilled sales professionals to actively identify and close on all opportunities.

The service is primarily a pay for performance model allowing hotels to reduce departmental expenses by offering hotels an off-site, dedicated group sales manager for the equivalent of 20% of the standard salary. This provides hotels an opportunity to manage expenses without sacrificing access to a professional group sales effort.

“During these unprecedented times, most hoteliers are now open to exploring any strategy to minimize expenses while still maintaining revenue levels,” said Falter. “Our industry has benefited from a significant volume of inbound demand for the last decade, but that landscape has dramatically changed. Many hotels are struggling to maintain any form of a sales effort, let alone prospect or generate leads.”

Heather Ramirez, VP of Sales, will train and oversee the sales team ensuring hotel sales objectives are met. Ramirez brings her formal sales training from Ritz-Carlton Hotels and over a decade of hotel sales consulting experience. She implements best practices from the top hotel brands and independent hotels in the country to deliver measurable results for clients.

For further information on Lure’s Direct Sales Support Program, call 619-273-5100 or visit

About Lure Agency

Lure Agency is a full-service hospitality sales and marketing agency with an emphasis on helping hospitality brands grow by identifying and converting group and B2B revenue. The company has provided services for upscale and luxury hotels for over eight years under the leadership of founder and San Diego native, Cory Falter.

Lure Agency has associates in San Diego, CA, Los Angeles, CA, Boulder, CO, and Anchorage AK.
Learn more at

Teresa Holden, Director of Strategy
Email: [email protected]
Phone: 323-460-4545

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