Booked, busy, and AI-ready: the new playbook for hotel group sales success
You are not alone if you have noticed a recent slowdown in the number of RFPs coming in. It’s likely that you are in the midst of the Great Lead Drought of Hospitality.
Celeste Berke Knisely confirmed, in a recent interview on the InnSync Show that inbound leads have decreased by up to 30% in certain markets.
This is not a seasonally-driven slump. This is a crisis.
What’s the worst that can happen? Many hotel sellers Double down on Hope It is a good strategy.
Hope is not a strategy. It’s just a symptom.
Let’s unpack what’s really going on … and more importantly, how we turn this around.
What’s causing the pipeline to dry up?
Watch this InnSync episode here >>
Celeste and I discovered four major perpetrators:
Vanishing International Travel
Hotels that depended heavily on business from overseas are still feeling it.
Travel from overseas has not bounced back in some U.S. Cities, creating large revenue gaps for properties, especially those near convention centers and other major tourist destinations.
Work-from Home Hangover
The shift to remote work was not temporary. It is a cultural change.
Many companies cut their travel budgets or cancelled meetings in person, and never looked back. The result? The result? Fewer corporate offsites. Fewer leads coming in.
The Rise of Agentic Search
Planners—especially non-professionals like executive assistants and even sports moms—are using AI tools like ChatGPT to bypass the traditional RFP process entirely.
Celeste was able to plan a 30 person hotel block using a prompt in minutes. There was no RFP. Brand website rabbit holes are not allowed. No delay.
“Once this is what you taste, why would you ever go back?” she asked.
She’s right. I did it myself. AI allowed me to find hotels, compare prices, and receive recommendations in less than five minutes.
You’re not talking to the right buyers
Cvent estimates that non-professional planners plan up to 80% smaller meetings (under the 75 attendee mark).
Which hotels are the best-known brands? The hotels are not even speaking the same language. These buyers want clear, simple responses and not a maze RFPs and PDFs.
Traditional RFPs (and Yes, we are part of the Problem)
It’s time to face the truth: poor seller behavior has led to a decline in trust for RFPs.
Planners get ghosted year after year. They are spammed with “just check-in” emails and receive proposals filled with template information that do not reflect their needs.
No wonder they are opting for an instant result experience, powered by technology.
Celeste’s suggestion: “Go to ChatGPT and ask why RFPs have dropped.” It will tell you that seller behavior is the reason.
What Does This Mean to You?
It’s not just about sales teams.
Owners have to pay the notes.
Investors demand a return.
Financial targets are set by management companies.
Lead volume being down and pipeline not being built proactively can lead to lower RevPAR and a slashed Republican Party, as well as, let’s face it, headcount reductions.
If you are a seller who makes $60K/year the leadership expects that you carry at least an $250–300K pipeline.
Waiting around is not the way to get things done.
How to Turn on the Faucet
1. The Mental Shift from Farmer To Hunter
We’ve gotten soft. The constant flow of leads into the hotel has made it a bad place to work.
What now? The time has come to hunt. With confidence and relevance.
2. Get Uncomfortable, and Stay There
Outbound does not mean only calls. Outbound can mean:
Comfort won’t build your pipeline. Curiosity is the key.
3. Be aware of your Buyer’s Reality
Are you aware of the key performance indicators (KPIs) that your ideal buyers use? What are their pain points? What is their decision-making process like?
Celeste and i agree: Modern selling means showing solutions Before you begin, please read the following: Even if the buyer says nothing, they are still interested.
Instead of asking “Do you need dates?” Ask “Are planning an offsite team with limited budget and time? We can help.
4. Look for them where they are searching
Will your hotel be there if planners use AI tools?
Your answers should be clear, crawlable and written in plain English.
Update your FAQs Refresh your “Meet the Team” pages. List your pricing ranges.
These aren’t just SEO techniques, but trust signals.
5. Use Your Hidden Gold
You’ve got an old CRM. You have an old CRM? Add value. Add value.
Send out monthly check-ins that include tips, resources and recent successes. You may not be ready for everyone to buy right now, but when they do you will be at the top of their mind.
The big shift: Now, 80% of sales are driven by marketing
By the time you hear from a planner, they will have either shortlisted or not.
Your visibility on the web, your thought-leadership, your LinkedIn activity and your response rate are all important. This is the new front desk.
Sellers who fail to embrace the new ecosystem, or who are not tech-savvy, will be replaced by their competitors.
There is a Better Way Coming
Celeste, Susan and I have decided to build something completely different.
We’re developing a community-driven, AI-enabled, snackable training program To help hotel sellers grow their business, build pipelines, and stay visible in a market that is constantly changing.
It isn’t a one-time event. It’s not a one-time workshop. A movement. A movement.
We’re creating this for hospitality sellers who want more control, confidence and commission.
No one wants to be left waiting for leads that will never arrive.
Let’s refill the pipeline—. Discover our WINning method >>
About Lure Agency
Lure Agency is renowned for its passion for R&R – Relationships and Revenue. This Hospitality B2B agency stands out with its unique “Science and Soul”, expertly combining data-driven marketing strategies with creative flair. Specializes on helping independent resorts as well tech companies and suppliers in the hospitality sector.
Lure Agency tells stories of success by balancing tailored strategies with human connection. Their work is more than just a business transaction; it’s an innovation and collaboration journey.
Lure Agency invites interested parties to visit their website to find out more. www.lureagency.com.
