Here’s How Hotel Sales Team Can Respond with Confidence & Clarity

A recent Hotel Dive article reported a forecasted decline in U.S. government-related business travel—alongside broader budget tightening across multiple industries. It’s another reminder that what worked yesterday in hotel sales won’t necessarily work today.

But here’s the deal: business travel is not gone. It’s evolving. And the commercial teams that thrive will be those who evolve with it—not by abandoning business and group travel, but by leaning in with sharper insights, deeper client relationships, and a smarter go-to-market approach.

Here are key strategies hotel sales and marketing teams can adopt right now to drive results—even in a downcycle:

1. Get Hyper-Targeted with Your Prospecting

It’s time to go beyond broad strokes. If government or corporate travel budgets are shrinking, shift your focus to:

• Regional and essential business travel (think trades, medical, logistics, infrastructure)
• Mid-size and local companies who still need overnight stays but may not have dedicated travel managers
• Project-based demand: construction crews, relocation stays, training events—these haven’t gone away

Use tools like your CRM, LinkedIn, and even simple Google alerts to uncover these leads—and then…

2. Start Conversations That Solve Real Problems

Forget “checking in” or pitching the promo of the month. Your clients don’t need a rate—they need a partner who understands the pressure they’re under.

Ask better questions:

• How has your travel policy changed this year?
• Are you trying to consolidate vendors or locations?
• What’s missing in your current hotel partnerships?

Your goal is to become their go-to advisor—not just a vendor in the inbox.

3. Stay Visible in the Right Places

Your buyers may be traveling less, but they’re still looking—and often, they’re doing it online.

That means:

1. Keep your LinkedIn and website fresh with business travel content (think “Top 5 Reasons Business Travelers Choose Us”)
2. Use email campaigns to share value—not just offers (tips for booking efficiency, loyalty perks, safety protocols, etc.)
3. A business coach once told me “proximity is power.”  – Know your target market of today and where they are congregating digitally and in-person…and be there with relevance!

4. Create Business Travel Offers that Add Value—Not Just Discounts

Rather than racing to the bottom, create packages that resonate with today’s traveler:

• Flexible check-in/out for unpredictable travel days
• Loyalty point bonuses for repeat stays
• “Smart Stay” business bundles: Wi-Fi, breakfast, parking, and a grab-and-go lunch included

Business travelers still need comfort, efficiency, and value. Bundle that experience thoughtfully.

5. Train Your Team to Be Advisors, Not Order-Takers

This is a great moment to level up your team’s skills:

• Roleplay real conversations—not just scripts
• Teach them to identify buying signals and navigate complex objections
• Encourage collaboration with operations and revenue management so solutions are built holistically

The salespeople who succeed in 2025 will be the ones who listen more, understand deeper, and customize creatively.

The Bottom Line: Recession in Business Travel ≠ Recession in Opportunity

We’re not in a market for passive sales tactics or generic outreach. We’re in a moment that calls for thoughtful, intentional, and human commercial strategy.

If you’re a hotel commercial leader rethinking your approach to business travel, you’re not alone. Let’s build smarter paths forward—because the clients who are still traveling are looking for someone just like you to trust.

Would love to hear how other sales teams are navigating this shift. Drop a thought or question in the comments —let’s keep the conversation going.