In the competitive world of hospitality sales, staying ahead means proactively seeking new business while maintaining strong relationships with existing clients.
NB: This is an article from Upmail
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Here are five essential business development activities that every hotel sales team should prioritize:
1. Prospecting
Prospecting is the cornerstone of sales success. Identifying and targeting potential clients involves research and strategic outreach to new prospects. Hotel sales teams can leverage tools like CRM systems and LinkedIn to build prospect lists and personalize their approach. The goal? Fill the sales pipeline with high-quality leads that align with your property’s offerings.
2. Nurturing
Building lasting relationships is as important as finding new leads. Nurturing involves consistent follow-up, sharing relevant content, and demonstrating a deep understanding of the client’s needs. We recommend implementing three strategic nurture campaigns:
Past Bookings: Reach out to past definite bookings. Reconnecting with these clients shows appreciation and keeps your hotel in their consideration for future events.
Previous Inquiries/Lost Bookings: Engage with contacts who previously inquired but did not convert to a booking. This approach can rekindle their interest and provide an opportunity to address any previous concerns or highlight new offerings.
Past Bookings Based on Type: Segment your past bookings by type—such as weddings, corporate retreats, or holiday parties. Invite these groups back for an anniversary party, follow-up strategic planning session, or suggest making your hotel the annual holiday party venue of choice.
The cadence of this outreach is flexible, but should be consistent, whether it’s quarterly, six months, or one year after the inquiry or booking. Pull the list from the previous quarter, half-year, or year and send your nurture email accordingly. You can streamline this process by creating a nurture email template for each scenario.
Data for these contact lists can be found within your hotel’s CRM (Salesforce), Sales & Catering System (Delphi, Opera), or Meetings & Events System (Cvent).
3. Sales Blitz
A well-executed sales blitz can create buzz and generate immediate results. This involves dedicating focused time to reach out to multiple prospects, often in a specific geographic area or industry segment. To maximize success, start by defining your team goals and objectives—whether it’s promoting a new package, filling need periods, or building awareness in a new market. Identify your target audience to ensure your efforts are reaching the right decision-makers. Develop tailored messaging, content, and offers that resonate with your audience and highlight the unique value your property provides.
After the blitz, follow up promptly on leads to keep the momentum going and track results to evaluate performance. This structured approach not only drives quick wins but also builds a foundation for long-term growth and occupancy boosts.
