Hotelier Perspectives

Booked, Busy, and AI-Ready: The New Playbook for Hotel Group Sales Success If you’ve noticed a slowdown in inbound RFPs lately, you’re not imagining things. In fact, you’re likely in the middle of what I call the Great Lead Drought of Hospitality. I recently sat down with hotel sales trainer and certified Gap Seller, Celeste Berke Knisely, on the InnSync Show, and she confirmed what so many of us are seeing: inbound leads are drying up in some markets by as much as 30%. That’s not a seasonal slump. That’s a crisis. And what’s worse? Many hotel sellers are doubling down on hope as a strategy. Hope isn’t a strategy. It’s a symptom. Let’s unpack what’s really going on … and more importantly, how we turn this around. What’s Drying Up the Pipeline? Watch this InnSync episode here >> Celeste and I uncovered four major culprits: Vanishing International TravelHotels that relied heavily on overseas business are still feeling the sting. In some U.S. cities, travel from abroad hasn’t bounced back, creating huge revenue gaps, especially for properties near convention centers and major tourist destinations. The Work-From-Home HangoverThe pivot to remote work wasn’t temporary; it’s a cultural shift. Companies slashed travel budgets, killed in-person meetings, and many never looked back. The result? Fewer conferences. Fewer corporate off-sites. Fewer inbound leads. The Rise of Agentic SearchPlanners—especially non-professionals like executive assistants and even sports moms—are using AI tools like ChatGPT to bypass the traditional RFP process entirely. Celeste planned a 30-person hotel block in minutes using a prompt. No RFP. No brand website rabbit hole. No delay. “Once you get a taste of this,” she said, “why would you go back?” She’s right. I’ve done it myself. I was able to source hotels, compare pricing, and get recommendations in under five minutes using AI. We’re Not Talking to the Right BuyersAccording to Cvent, up to 80% of smaller meetings (under 75 attendees) are now planned by non-professional planners. Most branded hotels? They aren’t even speaking their language. These buyers need hand-holding and clear, simple answers, not a maze of RFP forms and PDFs. Traditional RFPs Are Dying (And Yes, We’re Part of the Problem) We have to own this: bad seller behavior has eroded trust in the RFP process. Year after year, planners are ghosted, spammed with “just checking in” emails, and sent template-filled proposals that don’t reflect their needs. No wonder they’re opting for a rep-free, instant-results experience powered by tech. Celeste suggested this: “Go ask ChatGPT why RFPs are down. It’ll tell you it’s seller behavior.” What This Means for You This isn’t just about sales teams. Owners still have notes to pay. Investors want ROI. Management companies have financial targets. If lead volume is down and pipeline isn’t being proactively built, it starts a chain reaction of lower RevPAR, slashed GOP, and, let’s be honest, headcount cuts. If you’re a seller making $60K/year, leadership is expecting you to carry at least a $250–300K pipeline. That doesn’t happen by waiting around. How We Turn the Faucet Back On 1. Make the Mental Shift: From Farmer to HunterWe’ve gotten soft. Hospitality has been spoiled by a steady stream of inbound leads. But now? It’s time to hunt. Not with desperation but with relevance, confidence, and intention. 2. Get Uncomfortable (and Stay There)Cold calling might not be your jam, but outbound doesn’t mean just calls. It can be: A thoughtful DM to a LinkedIn contact A short, value-packed email to a dormant lead A quick video answering a common question A personalized intro based on mutual connections Comfort won’t build your pipeline. Curiosity will. 3. Speak to Your Buyer’s RealityDo you know your ideal buyer’s KPIs? Their pain points? Their decision-making process? Celeste and I agree: modern selling means showing up with solutions before the buyer even says a word. Instead of “Do you have need dates?” ask, “Are you planning a team offsite with limited time and budget? Here’s how we can help.” 4. Show Up Where They’re SearchingIf planners are using AI tools to plan, will your hotel show up? Are your answers clear, crawlable, and written in plain language? Update your FAQs. Refresh your “Meet the Team” pages. List your pricing ranges. These aren’t just SEO tactics, they’re trust signals. 5. Use Your Hidden GoldGot an old CRM? A dusty list of lapsed clients? Mine it. Add value. Send monthly check-ins with tips, resources, and examples of recent wins. Not everyone is ready to buy, but you’ll be top-of-mind when they are. The Big Shift: Sales Is Now 80% Marketing Here’s the truth: by the time a planner reaches out, they’ve already shortlisted you, or they haven’t. That means your visibility online, your thought leadership, your LinkedIn activity, and your response speed are the new front desk. Sellers who don’t embrace this new ecosystem will get replaced, either by tech or by competitors who do. A Better Way Is Coming That’s why Celeste, Susan, and I are building something different. We’re developing a community-driven, AI-enabled, snackable training program to help hotel sellers build pipeline, stay visible, and grow in a rapidly shifting market. It’s not a one-time workshop. It’s a mindset. A motion. A movement. If you’re a hospitality seller who wants more control, more confidence, and more commission, we’re building this for you. Because no one should be stuck waiting on leads that never come. Let’s refill the pipeline—together. Discover our WINning method >>

In hospitality, knowledge is power—but only if it’s accessible. Too often, the people who need critical answers the most—the ones on the floor, in the kitchen, or starting a shift—are the least likely to find them quickly.

Should a hotel GM have to consult a legal advisor every time a vendor updates their cloud TOS? This isn’t a theoretical debate anymore; for hoteliers juggling international guests, loyalty programs, and global cloud systems, data sovereignty has become a frontline concern. And it’s reshaping how hotels choose their tech partners.

When a guest walks into your hotel, they expect a seamless experience. The check-in should be quick, their key should work instantly, and payments should just happen. None of that is possible without the right infrastructure – and most of the time, when it’s working perfectly, no one notices it.

I must admit, I feel a little bad that I am only now featuring this book on Hospitality Net. Maggie Chen is a friend I have known for many years at EHL Hospitality Business School, and her latest work deserves much more attention. Hospitality Vibes is not just another industry book. It is a heartfelt and deeply researched exploration of what makes our sector truly unique. The insights she shares are, in my view, a must-read for hospitality students and professionals around the globe who want to understand how our industry can evolve with purpose.

The travel industry is on the cusp of a major transformation, and in 2025, it’s critical for vacation companies to understand shifting customers’ expectations. To stay ahead, brands must build deeper, more meaningful relationships with their customers. This significant change is being driven by younger generations — Millennials, Gen Z and Gen Alpha — who are reshaping the way we think about vacation. These generations place a premium on personalization, purpose and authenticity. They want to travel in ways that reflect their values and identities, whether that means taking a wellness retreat in the mountains, going on a cultural immersion tour, or opting for eco-conscious accommodations.

As advisors to upscale and luxury hotels, we’re always first looking holistically as to why a guest is choosing this specific hotel and why they are willing to pay substantially more per night for that experience. This is what we call the ‘reason to visit’ or R2V.

Hotel innovation is a people problem before it is a tech problem. Since HITEC, I’ve been reminiscing less about the tech I saw and more about the people I met. Yes, AI was everywhere, literally everywhere, predictive analytics, plenty of stuff some good - but not only. But the biggest takeaway wasn’t a product. It was this: success doesn’t come from the tech, it comes from the people.

Today’s travelers are no longer content with one-size-fits-all service. They seek authentic, personalized experiences tailored to their individual preferences—and are willing to pay for them. In fact, a 2024 study of nearly 1,800 hotel guests found that 61% were willing to spend more for a custom-tailored stay. For hoteliers, this presents both a challenge and an opportunity: How can hotels consistently deliver high-touch, individualized service at scale?

The hospitality industry has long revolved around the "Point of Sale" – the physical location where a transaction occurs. Whether it’s a front desk, a restaurant counter, or a retail shop, guests traditionally come to us. But in an era where guest expectations are soaring and convenience is king, simply waiting for the guest to come to our point of sale is no longer sufficient. We are rapidly shifting towards the "Point of Service Hospitality" – meeting the guest wherever they are, anticipating their needs, and serving them seamlessly.