Why and how agentic search is quietly rewriting the rules
When group bookings start to dwindle, hotel teams will either try to adjust their RFP, update their offer, or blame the season.
But what if the real problem isn’t internal … it’s The following are examples of the use of the word “blind”?
You can also find out more about the a recent episode of The InnSync Show, Cory Falter & Christine Malfair explain what they call “the silent hotel sales killer” and it’s something that most teams don’t know about yet.
Spoiler: it’s not your comp set or economy.
This is about Search for AgenticsIf that phrase hasn’t yet rung a bell, then buckle up.
What is Agentic Search, and How Does It Work?
Christine, founder and CEO of Malfair Marketing who is one of the most brilliant minds in hospitality marketing explained it this way: “Once we searched on Google. Now, we use ChatGPT.
Search behaviour is shifting away from keywords conversational queriesFrom browsers to robots, hotels that fail to adapt already see the cracks. They’ve seen a decline in website traffic and inquiries.
Search behavior is changing fast
Data doesn’t lie. The traditional search engine is on the decline, while AI-based prompts are rapidly gaining in popularity. As Google is replaced by tools like ChatGPT or Copilot and as guests and planners switch from Google, how your hotel will be discovered (or not) is changing.
What’s the group Cory perspective? “The faucet has begun to really stop for the first time in a long time… and many sales teams don’t even know why.”
I’ve worked closely with sales teams at hotels and other vendors. You’ll be waiting long for the leads to return.
Marketing & Sales Can’t Sit at Separate Tables Anymore
In most industries marketing and sales work together closely. Hospitality is an exception.
Cory stated, “In hospitality they have been sitting in different locations within the hotel.”
The disconnect between the hotel industry and its guests is exactly why many hotels are not prepared for this shift in behavior.
Your website is no more a brochure. Agentic search demands a new level in alignment between your sales and marketing strategy.
You’re your best salesperson.
Your website: From booking funnel to digital concierge
Christine presented a convincing argument for reconsidering the way we view our website. She stated that it’s more than just a tool to book. “It should be a repository full of good things.” A concierge. A destination guide. “A trust signal.”
Cory went on to say: “You should never build your online presence using rented property.” Now more than ever, the website is essential.
You don’t have to abandon your current approach.
Christine actually encourages hotels, to begin small. Use what you have already: FAQs and guest reviews. Keyword data. Just get them on the page, in a new way that answers real questions.
The “High Fives’ of Group Sales content
I was particularly impressed by Cory’s description of our “High Fives,” five easy, yet impactful ways for group sales teams to align with the shift and differentiate themselves from both AI agents and human planners.
- FAQs: They are not buried in a single web page. Placed throughout your site where they matter—especially on group and meeting pages.
- Team PageThe planners want to be able to identify the people with whom they are working. Photos, bios, friendly intros. Show us the players.
- TestimonialsSpecially video testimonials. Cory stated that nothing sells your home better than the experience of others.
- Pricing Snapshots: Not rate cards—just ballpark figures for different group sizes and types to reduce friction and increase form fills.
- Short FormsPlease do not make assistants wade though multi-step RFPs in order to ask one simple question. Make it easy for people to raise their hands.
Implementing these doesn’t just improve the guest journey—it sends signals to AI agents about your trustworthiness, expertise, and relevance (hello, EEAT).
Why now?
The entry barrier is low but the window of opportunity to act is rapidly closing.
Cory says, “It will be easier to win at the end than today.”
He isn’t wrong.
One thing remains true, whether you are marketing to a single traveler or a team of enterprise planners: You can’t afford being invisible in the future of search.
It’s not just a problem of content or technology, but a crisis of visibility.
What is the good news for you? You already have the tools. You have a team. You need to create a new road map.
It all starts by asking a question.
Do we show up where future guests, planners and clients are looking?
If you answer no, your email might get even quieter.
Curious about how your group sales page can become agentic-relevant AND human-friendly? Check out The WINS Method™ >>
About Lure Agency
Lure Agency is renowned for its passion for R&R – Relationships and Revenue. This Hospitality B2B agency is renowned for its unique “Science and Soul” approach, which expertly blends data-driven marketing strategies with creative flair. Specializing in helping independent hotels, tech companies and suppliers in the hospitality sector.
Lure Agency tells stories of success by balancing tailored strategies with human connection. They go beyond simple business transactions. It’s more of a collaboration and innovative journey.
Lure Agency will create success stories for interested parties and invite them to learn more by visiting www.lureagency.com.
