by Jana Johnson | Sep 29, 2026 | General Manager, Marketing, Sales, Travel
Every hotel has a slow week or a disappointing month.
But when performance consistently falls short of expectations, the problem usually isn’t one bad salesperson, one soft market, or one aggressive competitor.
Underperformance often signals something deeper.
For hotel sales teams, general managers, and owners, the challenge is figuring out where the breakdown is happening and fixing it before a temporary slump becomes the new normal.
Start With the Right Diagnosis
It’s tempting to look at occupancy or revenue and immediately say, “We need more sales.” But more activity isn’t always the answer.
First, determine where the hotel is actually underperforming.
Are you losing occupancy while competitors are gaining it? Is ADR slipping because the hotel is relying too heavily on discounted business? Are certain days of the week consistently weak? Is your sales team producing plenty of leads but not enough profitable revenue?
Look beyond topline numbers. Examine market segments, booking windows, day-of-week performance, account production, conversion rates, pace, and competitive positioning.
You can’t fix underperformance until you know what’s causing it.
Reevaluate Your Business Mix
Sometimes a hotel isn’t short on business. It has the wrong business.
A property can appear busy while leaving money on the table because too much demand comes from lower-rated channels or segments. Conversely, pushing rate too aggressively can create occupancy gaps that become difficult to fill later.
Ask a more useful question than “How do we get more rooms occupied?”
Ask: What business does this hotel need, and when does it need it?
Your sales and revenue strategies should work together to target demand that fills need periods without unnecessarily displacing higher-value opportunities.
Get Your Sales Team Out of Reactive Mode
Underperforming hotels often develop reactive sales cultures. Salespeople spend their days answering inquiries, sending proposals, attending meetings, and handling administrative work.
They’re busy, but being busy and generating revenue aren’t the same thing.
Identify the accounts, industries, organizations, projects, events, and demand generators that could realistically produce business for your hotel. Then build prospecting time into the sales team’s schedule and protect it.
Salespeople need measurable goals around new conversations, qualified opportunities, account development, and conversion, not simply calls made or emails sent.
Look Outside Your Four Walls
Your hotel does not operate in isolation.
New companies move into the market. Construction projects begin. Businesses expand. Competitors renovate. Event patterns change. Travel budgets shift.
If your commercial strategy is based primarily on who stayed at the hotel last year, you may be chasing yesterday’s demand.
Strong hotel sales teams continuously study their market. They know what is being built, which organizations are growing, what events are coming, where competitors are vulnerable, and where new demand could originate.
Create Accountability Across the Hotel
Sales cannot fix an underperforming hotel alone.
Revenue strategy, operations, guest experience, digital presence, reputation, pricing, and sales execution all influence performance. Owners, GMs, revenue leaders, and sales teams need to agree on the problem, the priorities, and the metrics that will define improvement.
Then review progress consistently.
An underperforming hotel doesn’t need more random activity. It needs clarity, focus, accountability, and a commercial strategy built around the business the hotel actually needs.
The sooner leadership identifies the real gaps, the sooner the team can stop chasing symptoms and start improving performance.
by Jana Johnson | Jul 30, 2026 | General Manager, Marketing, Sales, Travel
How the Rise of Remote Work Is Reshaping Hotel Guests and Their Stays
Not long ago, business travelers checked in on Monday and checked out on Thursday, while leisure travelers filled weekends and vacation seasons. Today, those lines have blurred.
Why Extended-Stay Travelers Are the Biggest Long-Term Opportunity for Hoteliers
The rise of remote and hybrid work has created a new type of traveler, one who isn’t tied to a traditional office and has the flexibility to stay for weeks instead of days. Whether they’re escaping colder weather, visiting family, testing a new city, or simply looking for a change of scenery, these guests are redefining what it means to travel.
For hoteliers, this shift represents one of the biggest long-term opportunities in hospitality.
Why Long-Stay Guests Matter
Long-stay travelers offer benefits that go well beyond increased occupancy. A guest staying 7+ nights generates consistent revenue while requiring fewer check-ins, check-outs, and room turnovers than multiple short-term stays.
The result? Lower housekeeping costs, reduced operational strain, steadier occupancy, and more predictable revenue throughout the month.
Today’s Remote Worker Has Different Expectations
The modern remote worker isn’t simply looking for a hotel room, they’re looking for a place where they can comfortably live and work.
While reliable high-speed Wi-Fi is essential, it’s only the beginning. Comfortable workspaces, accessible outlets, quiet areas for video calls, flexible food and beverage options, laundry facilities, and convenient grab-and-go offerings all enhance the guest experience. Even small touches like complimentary coffee throughout the day can encourage guests to extend their stay.
Lifestyle Is the New Location
Location still matters, but not always in the traditional sense.
Rather than choosing a hotel solely because it’s near a convention center or office park, many remote workers prioritize walkability, local restaurants, parks, fitness options, and authentic neighborhood experiences. They want the flexibility to work during the day while enjoying the destination after hours.
Hotels that showcase these local amenities can differentiate themselves from the competition.
Turn Slow Periods Into Revenue Opportunities
Extended-stay travelers can also help fill occupancy gaps during slower demand periods.
Instead of relying exclusively on transient business or weekend leisure guests, consider targeting digital professionals, relocating families, medical travelers, project-based workers, and “bleisure” guests who combine work with vacation.
Monthly stay packages, discounted weekly rates, workspace amenities, and flexible booking options can all help capture this growing audience.
Market for the Way People Travel Today
As traveler behavior changes, marketing should evolve as well.
Rather than focusing exclusively on weekend getaways or negotiated corporate rates, highlight the amenities that matter most to longer-stay guests: dedicated workspaces, fast Wi-Fi, kitchenettes (where available), pet-friendly accommodations, laundry facilities, and nearby dining and recreation.
These travelers often spend more time researching accommodations, making clear messaging and strong online visibility increasingly important.
The Opportunity Is Here
Remote work isn’t a passing trend, it’s reshaping how people travel.
Millions of professionals now have the flexibility to work from virtually anywhere, and many are choosing hotels that support both productivity and lifestyle. Properties that intentionally position themselves for long-stay travelers will be better equipped to diversify revenue, smooth occupancy fluctuations, and build stronger guest loyalty.
For hotels willing to adapt, the opportunity extends far beyond filling rooms. It’s about creating an experience that encourages guests to stay longer, spend more, and return again.
by Jana Johnson | Dec 21, 2023 | Sales, Travel
As we say goodbye to another year, it’s time for forward-thinking hoteliers to capitalize on emerging trends.
Enter the staycation; a simple yet significant opportunity that’s always a winner for New Year’s Eve. It’s a celebration of local exploration and in-house vacations that allow guests to revel in their home city’s charm while enjoying your hotel’s unique hospitality.
Understanding the Staycation Movement
Staycations are decidedly high on nostalgia but also incredibly suitable for the digital age. They offer the triple threat advantage of affordability, convenience, and minimizing travel-related stress. With shifting post-pandemic norms and heightened desires for safety, staycations serve as the perfect answer for those seeking a leisurely escape close to home.
Transforming Spaces into Experiences
Holidaymakers today look beyond the traditional. They seek experiences, not just an overnight stay. An empty rooftop? Morph it into a merry countdown party. A quiet lounge? Spruce it up with live local music for New Year’s Eve. Offer exclusive packages encompassing meals and events – adding irresistible value to the staycation trend.
Amplifying your Reach with SEO
While crafting your new strategy, don’t overlook the power of Search Engine Optimization (SEO). Ensure your website and promotional content integrate relevant staycation-related keywords. This will allow you to attract potential customers from your locality seeking a convenient NYE getaway.
Collaborating Locally for Bigger Impact
Build connections within your community by partnering with local businesses. From restaurants and tourist hotspots to activity centers, these collaborations can accentuate your staycation offerings. Moreover, it strengthens your community ties and adds a dash of local flavor to your services.
Conclusion: Embracing the Staycation Symphony
The staycation trend is not just a fad; it’s a movement reflecting evolving consumer behavior. As we stand on the brink of a New Year, it’s time to adapt, innovate, and incorporate this trend into your grand scheme. Remember, it’s all about creating memorable experiences while brandishing your hotel’s unique attributes.
by Jana Johnson | Oct 27, 2022 | Sales, Travel
You work hard to promote your hotel and more than likely you spend a lot of time and money on advertising each year. Advertising your hotel is a big part of the business, but so are referrals.
Managing your referrals is a great way to gain new business and is also a great reason to communicate with the clients that provided the referrals.
Take advantage of the times when things go really well for a meeting or group stay. Your clients receive great value from the services your hotel provides, and you want other people to know about it. Read on to learn the five ways to fuel your business growth with referrals.
- Capitalize on the good experiences. Send follow-up email after group stays or meetings. Check in to see how their stay was. Did they have a mind-blowing experience? Did they enjoy the breakfast or the bath amenities provided? Thank them for their business and ask if there is anything you can do to improve. Not only does that make them feel special, but it’s also a great tool for gathering information and building your relationship and client database.
- Review Social Media. People love to talk these days about all of their experiences—both the good and the bad—and, they love to share it with the world via social media. Make sure your hotel is tapped into the social media apps for business such as Twitter, Facebook, LinkedIn, Instagram, Pinterest, and Yelp. This is a great way to see what people are saying and for staying stay in touch with your customers on another level.
- Right the wrongs. Unfortunately, things happen and sometimes customers may have an unfavorable experience. Whether it’s a situation that is beyond your control or something you can make better, apologizing, offering a complementary or discounted stay, can turn a negative experience into something positive and keep your clients’ business.
- Face-to-face communication with your customers. Take advantage of the face-to-face contact with a customer. Plan to be available upon arrival to thank them for their stay. Find out estimated time for departure and find out for yourself how they enjoyed their stay. And if a face-to-face won’t work, deliver them cookies, or a coffee card to a favorite café in town along with a personal note.
- Thank them for their feedback and referrals. When a referral comes through, find out the source and give credit where credit is due. A simple gesture like a handwritten note, or quick email of appreciation acknowledging the referral will keep the referrals coming in time and time again.
Those are just a few ways to make your clients’ experiences more memorable and ensure the possibility for future bookings.
Do you have unique ways you’ve shown your clients that you appreciate their business? Reach out and share some of your own experiences with client referrals and gestures of appreciation.
by Jana Johnson | Aug 25, 2022 | Marketing, Sales, Travel
If you manage a hotel or are new to owning a property, it doesn’t take long to recognize that the hotel sales position is one of the most integral parts of a hotel’s success.
The sales manager is responsible for generating room nights and increasing revenue during peak times plus building demand during the slow seasons.
This can be a challenge for even the most seasoned sales managers. The process takes a considerable amount of strategic planning, creativity, and forward-thinking to balance meeting sales goals while skillfully representing the hotel.
In this fluctuating environment, it is important to keep in mind that sales is a learned skill. An effective sales manager should be able to produce results despite hotel challenges and market conditions. This is accomplished by practicing a few habits for sales success.
Know Your Hotel and Your Competition
For sales efforts to be effective, you need to know the features, benefits, and weaknesses of your hotel as well as those of your competitors. For example, can you offer concessions like free breakfast, airport transportation, or a one-bedroom suite to give you that competitive edge? Superior sales managers understand the hotel at all levels and how to get creative and outshine the competition.
Be Open to New Technology
There are many ways to reach your end goal of driving occupancy. Successful sales managers try new strategies and the latest technology for reaching their target audience. Test drive new forms of social media to help reach your potential guests. Consider trying sales engagement platforms to help you create email templates and email blasts to reach multiple people at once. It’s also key to consistently review your strategies and question the best ways to spend your time.
Have Integrity and Authenticity
What separates the average hotel sales manager from a successful one? Integrity. Clients respond to genuine people with a core attitude of wanting to help, whether they get the sale or not. Be sure to always do what you say you will. You’ll want to develop a style of authenticity that builds trust, so your clients know you have done your best for them. It also assures them if any problems arise with the booking, you will be there to return their calls promptly.
Listen For Details
You may have heard the phrase, “Be interested, not interesting.” An enthusiastic attitude about your hotel is key, but before jumping in right away with all the features and benefits of your hotel, listen to what your clients’ needs are. Knowing how you can accommodate your clients’ needs will help you gain the edge over the competition. It’s important to ask probing questions and gather information to confirm if you are the right fit. You can never ask enough questions. This is vital in anticipating future needs—something all clients appreciate!
If you are looking to find wins in the competitive market of hotel sales, adopt these habits daily. Committing to a new behavior takes time and practice. Start by initiating one new strategy at a time and celebrate your small successes.
by Jana Johnson | Jul 21, 2022 | Marketing, Travel
Hotel sales teams should keep in mind the benefit of using local surroundings when working on filling a hotel and driving revenue. Gaining a pulse of the local scene will not only draw in guests from nearby companies, but it can also help drive revenue referred directly from locals and local businesses.
So how can your hotel leverage its resources locally? It’s going to take a combination of grassroots marketing plus online advertising. These efforts may include sales calls, word of mouth, free social media campaigns, and even referral bonuses.
The idea is to connect with your local market and build community relationships to help market your hotel and services. To determine the best approach, here are three questions hotel marketers should consider when looking for leads in your backyard.
Who are the companies in my backyard?
Take the time to meet key companies and event planners in your marketplace so that you will be thought of for business meetings and events. Drawing from the local businesses will give you an idea not only of potential corporate travelers but also of leisure travelers coming to the area. Coordinate with top vendors that surround the hotel and put together enticing packages that cannot be found at competitor hotels.
What type of business comes to the area?
It’s about understanding where travelers are visiting near your hotel so you can provide the ultimate experience. The Convention and Visitors Bureau (CVB) is often an underutilized source, but a great place to start networking and gathering information. Creating a good relationship with your local CVB will keep your hotel front of mind when the CVB works with event planners and group organizers from other locations. Also, the CVB can be a great resource to learn what companies maybe be relocating to the area and may need group travel rates.
What’s happening in the future?
No matter the time of year, there are most likely always weekend events, concerts, workshops, seminars, and entertainment happening in your area, which could be a source of revenue for your hotel. Checking in with apps such as Eventbrite and Ticketmaster can help you search by city, dates, times, locations, and maps.
Encourage your sales team to create a local event calendar that lists all the local happenings. This will help you stay on track and help you determine your target audience for marketing. Consider partnering with a local organization to offer unique packages that give your hotel an edge-up on the competition.
Think of your local community as an extension of your hotel’s sales and marketing team. With a targeted approach, your efforts could increase exposure and facilitate partnerships to help drive new and loyal business to your hotel.
