In the competitive world of hospitality sales, staying ahead means proactively seeking new business while maintaining strong relationships with existing clients. 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.

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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.

4. NETWORKING EVENTS & TRADESHOWS

Networking is key to uncovering new opportunities and strengthening industry connections. Attending events and tradeshows allows hotel sales teams to showcase their property, meet potential clients face-to-face, and stay updated on market trends.

Success at these events is highly dependent on a prompt, targeted email follow-up. This follow-up should be personalized and compelling, including details such as where you met and visuals to support your hotel offerings. Mention specific conversations or shared interests to demonstrate that you value the connection. Include a clear call to action, such as scheduling a meeting or providing additional information tailored to their needs. High-quality visuals like professional photos, 360 videos, or even a link to a digital brochure can help bring your property to life and keep it top of mind.

5. PROMOTIONS & CAMPAIGNS

Strategic promotions and targeted campaigns are powerful tools for driving interest and boosting bookings. To stand out, highlight unique property features, recent renovations, exclusive packages, or seasonal offers tailored to specific audience segments, such as weddings, incentive groups, or corporate meetings. Craft one-to-one email campaigns that deliver personalized messages, ensuring the content resonates with the client’s unique needs and preferences. Enhance the impact by incorporating these promotions directly into your proposals, using visuals, pricing details, or limited-time offers to make your pitch more compelling.

Work with your marketing team to leverage social media, newsletters, and your website to further amplify your campaign’s reach. Don’t forget to track engagement metrics, such as email open rates and webpage clicks, to refine your strategy and optimize future campaigns for even greater success.

By integrating these five activities into your strategy, hotel sales teams can cultivate strong relationships, stay competitive, and consistently meet business goals. Success in sales requires a proactive approach, not a reactive one—anticipating client needs, seeking out opportunities, and staying ahead of industry trends. By actively engaging in these essential business development activities, your team can drive meaningful results and position your property as the top choice for clients.

Tools like UpMail can streamline your business development efforts by providing ready-to-use email templates tailored to various use cases, ensuring you’re never starting from scratch. These templates are fully customizable, allowing you to adapt them to specific scenarios or market segments. With UpMail, you can send personalized one-to-one emails to up to 200 recipients at once, using fields such as first name or company name to create a more engaging, individualized experience. Additionally, the platform lets you track key metrics, including who opened your emails or clicked on embedded content. This data helps you optimize future emails, gauge recipient interest, and strategically time your follow-ups for maximum impact.

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