Transformation of Sales in the Hospitality Industry – Where Are We Today?

Unfortunately, a significant number of hotels are still operating according to outdated models. Although some hotels,due to their size or destination, must retain certain traditional elements(e.g. contracted allotments, trade fairs, brochures), in today’s environment the key to survival is a balanced and modern distribution strategy.

CHANGE IS ALREADY HERE – GUEST BEHAVOUR IN DECISION PROCCESS IS DIFFERENT, AND SO ARE THE ELEMENTS OF SUCCESSFUL SALES

Today:

• Guests make decisions under the influence of social media.
• Artificial intelligence is shaping consumer behaviour.
• Online agencies dominate visibility – some channels are     growing, and new channels are emerging.
• Digital market research has replaced cold calls.

What remains the foundation of everysuccessful commercial strategy is:

• Sales relationships
• Balanced distribution
• Smart pricing strategy
• Systematic brand building across all channels

What is outdated?

• Focusing exclusively on geography when setting prices
• Marketing without inspiration
• Focusing only on rooms and BB instead of the overall experience
• Neglecting ancillary revenues and package offers
• Strategies that ignore dynamic pricing

ARTIFICIAL INTELLIGENCE WILL NOT REPLACEPEOPLE – BUT IT WILL REPLACE THOSE WHO IGNORE IT

AI will not replace sales managers orrevenue managers. However, those who do not embrace its role will be replaced.

B2B sales, especially in the luxurysegment, are still based on trust and empathy. But the role of salesprofessionals must transform:

• Traditional emails and trade fairs are no longer enough.
• It is necessary to use tools such as LinkedIn Sales Navigator,     digital CRM systems, and AI-powered platforms that enable smarter and     faster scaling of sales opportunities.

ALL MARKETING IS NOW DIGITAL

Hotel marketing from 30 years ago, or even10 years ago, is incomparable to today. Guests discover brands through:

• Instagram, YouTube, TikTok, recommendations, blogs, …

Many hotels still invest too little,focusing on price-based campaigns instead of promoting experiences and creatinggenuine emotional connections.

DISTRIBUTION – THE OLD AND NEWBATTLEGROUND

Distribution remains one of the keycommercial battlegrounds in 2025. Although a hotel’s own website should be thestrongest channel—with direct bookings, loyalty, and brand control—many hotelsstill rely heavily on OTAs and wholesalers. In doing so, they lose margins anddata, handing the advantage to those who better understand digital engagement.

➡️ No singlefunction can win on its own. Sales, marketing, distribution, and revenuemanagement must operate in alignment.
➡️ The secret isnot ONLY in choosing one channel, but in a cohesive distribution strategy whereall commercial functions act in sync.

Of course, channel selection alsomatters—many overlook trends in GDS within luxury accommodation, as well as hubtrends. Many also do not know how to smartly balance inventory (so-calledcontingents): availability of last rooms, room limits, FIT rate limits, etc.

AI & AUTOMATION – A BOOSTER, NOT AREPLACEMENT

Automated revenue systems can dramaticallyimprove revenue and distribution—but they are not magic wands. Human creativityand experience are irreplaceable.

➡️ A goodRevenue Manager knows how to use technology in service of strategy.
➡️ A poor,inexperienced RM blindly follows AI recommendations—which can lead to seriousmistakes.

LOYALTY: NOT POINTS, BUT EXPERIENCE

Guests today do not want “classic points.”They want a discreet sense of being rewarded, a personal approach, andsurprises. They want to feel special—without complicated registrations, apps,etc.

MEASURABILITY IS KEY

Every commercial function today must have aclearly measurable contribution to revenue.

• Sales: by contribution to profit and revenue per client
• Marketing: by ROI, engagement, and conversion
• Revenue management: by total revenue, not just rooms
• Loyalty: by guest lifetime value and share of direct bookings

In the digital age, everything can bemeasured—from the first click to the final booking.

TRADE FAIRS – STILL RELEVANT, BUT WITHCLEAR ROI

Trade fairs still have value, especially inthe luxury and MICE segments. However, too often they are treated as“tradition” rather than as a commercial investment.

Trade fair ROI must include:

• Conversion of potential clients
• Value of offers and proposals
• Strength of relationships with key partners
• Brand visibility and market insights

➡️ Withoutclearly defined goals and CRM integration, trade fairs become expensive PR—notan investment.

LEADERSHIP IS THE CATALYST FOR CHANGE

Commercial transformation does not startwith technology—it starts with leadership. No sophisticated AI platform willhelp if leadership remains locked in silos, ignores collaboration, and avoidsaccountability.

True leaders:

• Connect functions
• Lead with vision and clarity
• Base accountability on results

Beyond strategy, emotional and culturalleadership is also essential—leadership that understands people, leads withempathy, and adapts to different cultures.

➡️ Hotels thatsucceed will be led by commercially strong, emotionally intelligent leaders whoknow how to combine data with inspiration.

CONCLUSION: PEOPLE ARE STILL THE KEY,BUT TECHNOLOGY IS THE LEVER

People are the foundation of everysuccessful hotel. But without the right tools, processes are slow, error-prone,or overly dependent on intuition.

WebBookingPro can help you today by:

• Automating guest communication (chatbots, messaging for major     OTA channels, …)
• Automatic yielding aligned with your pricing strategy
• Managing balanced distribution without manual work
• Measuring and tracking brand awareness through direct bookings     and a loyalty system

🔑 Thefuture of hospitality belongs to those who combine technology, people, and datainto one commercially aligned whole. It is no longer about choosing between oldand new—but about intelligently combining the best of both worlds.

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