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The biggest mistake hotels can make in b2b hospitality sales?

The Biggest Mistake Hotels Make in Hospitality Sales

The world of B2B sales in the hospitality industry is evolving faster than ever.

What once revolved around traditional relationship selling is now driven by technology and data.

How can hotels ensure they don’t fall behind? 

In an era where innovation is no longer optional, it’s crucial for hotels to understand and leverage new tools to keep pace with the competition.

The Mistake Hotels Can’t Afford to Make

In today’s fast-paced world, the biggest mistake a hotel can make is failing to adopt new technologies. The consequences of not adapting are severe: as technology evolves, it builds on previous advancements, creating an ever-widening gap between those who leverage it and those who don’t.

This gap is particularly evident in B2B sales, where efficiency, speed, and data-driven decision-making are paramount.

Douglas Abbott, VP of Commercial Strategy at GitGo, shared an eye-opening example: “I know of a chain that doesn’t even have a CRM system, let alone other tech tools.”  

This lack of basic technological infrastructure means that these hotels are at a significant disadvantage. Without CRMs, automated communication tools, or advanced data analytics, managing client relationships becomes an uphill battle. The days of purely relying on traditional relationship selling are over. Today’s B2B sales require a digital-first approach, where tech tools support every step of the sales funnel, from lead generation to closing deals.

Hotels that fail to adopt and integrate technology risk being left behind as more innovative competitors capture market share with faster, more personalized, and data-driven strategies.

The importance of tech in hospitality sales

The importance of technology in B2B sales cannot be overstated.

CRMs, automation tools, research software, and AI-powered solutions are revolutionizing how hotels conduct business.

These tools allow hotels to manage their leads, track customer interactions, and maintain a consistent follow-up schedule, all while freeing up time for sales teams to focus on building meaningful connections with clients.

One of the key benefits of technology is the ability to handle repetitive tasks, enabling sales professionals to dedicate more energy to hyper-personalization.

For instance, AI can automate email follow-ups and data entry, ensuring that potential clients are engaged efficiently and consistently. This automation means that sales teams can spend more time customizing their pitches and catering to the specific needs of high-value clients.

Furthermore, technology can enhance research capabilities. Advanced research tools allow hotels to understand their client base better, providing insights into customer preferences, behavior, and engagement history. This data can be used to create more targeted and relevant outreach, improving the overall effectiveness of B2B sales efforts.

The true power of technology lies in its ability to support the sales process without replacing the human element. By integrating these tools, hotels can maintain a high level of personalization and ensure that their client relationships remain strong. 

Pro tip from Douglas Abbott

While adopting new software and technologies can be challenging, especially for large hotel chains with established practices, there is a practical way to start closing the gap.

Douglas shared an insightful piece of advice: “Always be naturally curious.”

A mindset of curiosity is the first step toward meaningful change and adaptation. Being open to exploring new ideas, experimenting with innovative tools, and learning from both successes and failures can set the stage for gradual and effective tech adoption.

For hoteliers, this could mean staying informed about emerging trends, attending industry workshops, or starting small by integrating one or two tech solutions into their operations. Even simple steps, like implementing a basic CRM system or using automation tools for routine tasks, can pave the way for more significant changes in the future.

Embracing curiosity not only helps in understanding new technologies but also cultivates a culture of continuous improvement.

This mindset can empower teams to look for ways to streamline processes, enhance the guest experience, and ultimately boost sales outcomes.

It’s about taking that first step toward change and fostering an environment where innovation is part of the hotel’s DNA.

Want to see more insights from hospitality leaders?

Have a look at our podcast: the Future of Hospitality