Despite forecasts of continued growth in the meetings industry, hoteliers face an uphill road to achieve their group business goals for 2020. Meeting planners’ demands are evolving and new competitors are making the industry more competitive. In order to succeed in this new environment, hoteliers will need a more data-driven and efficient way forward to manage their sales processes, allowing them to effectively differentiate themselves from the competition.
That way forward is offered by intelligent sales techniques — a strategic approach that leverages business intelligence and technological capabilities such as artificial intelligence to arm sales teams with the right insights at the right time.
“There were many hotel brands that historically had not focused on attracting group business,” said Bharet Malhotra, senior vice president of sales at Cvent. “But they have completely transformed their approach in the last decade. Group business is clearly becoming core to the hospitality ecosystem.” And as group business continues to grow in importance, hoteliers must increasingly seek out new features and abilities that will help them be better at converting those leads.
In this insights deck, Skift and Cvent review the benefits of the intelligent sales approach and offer a roadmap for hoteliers to implement this promising new strategy.