Inbound leads feel slower. Response rates are lower. And what used to be a predictable flow of group and corporate business now feels uncertain.
If you're part of a hotel sales team responsible for driving B2B revenue—whether that’s from corporations, agencies, event organizers, or associations—this probably feels familiar.
The truth is, it's not just a seasonal dip or a quiet quarter. There's a broader shift happening in how B2B buyers discover, evaluate, and book hotels. And if sales teams want to stay competitive, the strategy must evolve too.
Let’s look at why pipelines are drying up—and how commercial teams can turn things around with a more proactive, modern approach to B2B sales.
Why group and corporate leads are slowing down
You don’t need a trend report to see that lead volume isn’t what it used to be. But the reasons behind it are strategic—not random. Here’s what’s at play:
1. B2B buyers are moving faster—and independently
Event organizers and corporate planners expect quick, self-service answers. Many no longer wait for traditional RFP workflows—they use search, AI tools, or third-party platforms to compare options instantly. If your hotel’s value isn’t immediately clear and accessible, it’s easy to get skipped.
2. Sales processes haven’t caught up
Manual processes, long response times, outdated PDFs, and scattered data make it hard for teams to respond with relevance and speed. In a competitive environment, delays can mean lost deals.
3. Outbound isn’t a priority—yet
Many teams still rely heavily on repeat business or wait for leads to come in. But the most successful commercial teams today treat outbound prospecting as a core revenue driver, not a backup plan.
4. Data is disconnected
When lead, account, and contact data is spread across inboxes, spreadsheets, or multiple systems, it’s nearly impossible to build meaningful outreach or track pipeline performance. The result? Missed opportunities and guesswork.
How hotel sales teams can rebuild their B2B pipeline
The solution isn’t more hustle—it’s smarter, more targeted selling. Here’s how high-performing hotel sales teams are adapting:
1. Shift from RFP-driven to opportunity-driven
Waiting for an RFP to land is reactive. Instead, look for signals—industry events in your region, large conferences moving locations, corporate expansion news—and reach out with tailored, helpful proposals.
2. Create simple, repeatable sales playbooks
Standardize the way leads are handled, from inquiry to follow-up. Build templates, checklists, and response flows that make it easy for your team to move quickly and consistently, without reinventing the wheel each time.
3. Centralize your data to personalize outreach
One of the fastest ways to level up your outreach is to unify contact histories, preferences, and past booking behavior into one place. With full context, your team can craft outreach that’s timely, specific, and more likely to convert.
4. Don’t overlook agencies and intermediaries
Agency and third-party planners still drive a major portion of group and corporate bookings. These buyers expect professional communication, quick responses, and confidence in your ability to deliver. Build relationships, follow up diligently, and make yourself easy to work with.
5. Speed matters more than ever
The fastest response often wins. Make sure your internal process supports real-time notifications, quick approvals, and short turnaround times. Even a 24-hour delay can lose a deal.
-> Want to improve how your team handles RFPs? Read our guide to the 3 pillars of winning the RFP race.
The new sales mindset: Be proactive, not passive
The nature of hotel sales is changing. Success no longer goes to the team with the most polished brochure—it goes to the team that:
- Acts on buying signals before the RFP.
- Shows up where the buyer is already searching.
- Follows up with relevance and speed.
- Understands their clients better than the competition.
It’s a shift from order-taking to real business development.
You don’t have to do it alone
If this sounds like the kind of transformation your team needs—but you’re not sure where to start—know that there are tools and partners who can help.
At Thynk, we work with hotel commercial teams to modernize how they manage leads, build pipeline, and close B2B deals.
We help you centralize your sales data, simplify your workflows, and give your team the structure and visibility they need to perform at their best.
Because the B2B pipeline won’t build itself. But with the right strategy, and the right tools, your team can take back control.
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