The Real Challenge in Sales for Hoteliers

What is Sales in the Hotel Industry?

Seriously, take a moment and ask yourself, what do you think selling in the context of a hotel really is? When you are selling rooms, services, or experiences, what are you truly doing?

There are many possible answers to this question, but if you were to ask me, selling in the hotel industry boils down to one thing: asking for what you want.

Of course, there are techniques in hotel sales. You need a strong value proposition, you need to build trust with your guests, and you must fulfill their needs. There are also specific sales tactics like creating memorable experiences, personalizing service, and evoking positive emotions from your guests. Expert hoteliers know these tactics, and I suggest you learn them.

However, none of these techniques will get you to the point of actually closing a booking or selling an additional service.

Selling is Asking

Sales is not:

• Advertising

• Sending well-crafted emails

• Posting on social media

• Content marketing

• Networking at industry events

These are complementary aspects, but many hoteliers focus on them to avoid what’s really difficult: asking guests directly to book.

At the end of the day, if you want to increase your bookings, boost your revenue per available room (RevPAR), or sell additional services like spa treatments or dinners, you will eventually have to ask for it. And asking is the part that makes most people uncomfortable.

Why Do Hoteliers Spend So Much Time on Marketing?

When you ask for a booking, you’re exposing yourself to the possibility of being rejected. And rejection is, undoubtedly, one of the most painful human experiences. Many hoteliers would rather keep filling their social media with beautiful photos of their hotel or work on another brochure than face a possible direct rejection.

But that’s why those who excel in hotel sales are the ones who truly succeed. They’ve built the mental and emotional resilience to handle rejection without losing momentum.

So, what do most hoteliers do? They keep posting more pictures of the pool on Instagram, organizing more events on their Facebook page, or sending more emails. All of this is fine, but it’s not selling. It’s just work, often with no immediate results. Because marketing is merely a means to an end, not the end itself.

You Worked So Hard to Generate Leads, But Then You Stopped

Let’s imagine you’ve worked hard to build a great online reputation. Your hotel has received excellent reviews on platforms like TripAdvisor or Booking.com. Perhaps you’ve even caught the attention of some potential guests through special promotions or an attractive website.

You get to the point where you have a direct inquiry. A potential guest is interested in booking a room or hosting an event at your hotel. You spend 20 minutes discussing the facilities, the additional services, and answering all of their questions enthusiastically.

Everything seems to be going well until the decisive moment arrives… and you freeze.

You don’t ask them to book.

The potential guest says, “This sounds amazing. Let me think about it, and I’ll get back to you.” Nervously, you respond, “Of course, whenever you’re ready, we’re here for whatever you need.”

And both of you end the conversation. All that effort, all that time, and you’ve gotten nothing out of it. It’s frustrating and, worse, completely unnecessary. Because all you had to do was ask for the booking.

How to Close a Sale in the Hotel Industry

You ask. That’s it. It’s that simple.

When you reach the end of a conversation, here are some lines that can help you break the ice and close the sale:

• Would you like to make the booking now?

• Are you ready to enjoy an unforgettable experience at our hotel?

• Shall we proceed with confirming your room reservation?

• Can I send you the reservation confirmation?

• Would you like to secure your stay with us for that date?

These lines are direct but polite. They also play on the guest’s desire not to miss out on a wonderful experience. If you ever get stuck on a sales call, this is the formula you can use.

With practice, you will find that asking for the sale becomes easier and easier.

This Goes Beyond Hotel Sales

What else do you want as a hotelier? If you want it, you have to ask for it. This not only includes closing bookings or selling additional services, but also asking for guest referrals, positive reviews, or establishing strategic partnerships with local businesses.

The worst thing that can happen is someone says “no.” But after hearing several “no’s” throughout your career, you will discover just how harmless and insignificant it truly is.

The key is to have the courage to ask.

Want to Be Part of Mentor Hotelier? Here Are Ways You Can Help:

• Join the Mentor Hotelier Community: Subscribe to our newsletter and join a vibrant community where you’ll learn innovative strategies and discover the latest digital tools to improve your hotel’s productivity and streamline the workflow of your entire team.

• Every Successful Hotel Has a Story to Tell: I understand the challenges of managing a hotel—I come from a family of hoteliers. So every week, I interview hoteliers and managers, from boutique hotels to large chains, to share their stories and insights with our community. Would you be open to a quick chat to share your experience?

• Group Consultations with Fellow Hoteliers: Join our group consultation sessions, where we gather periodically as a community of hoteliers. These private, small-group consultations allow us to share challenges, insights, and strategies, working together to find tailored solutions for your hotel.

• Collaborative Team Training and Implementation: As part of the Mentor Hotelier community, we work together to create resources that help train your teams and implement the latest tools. Whether it's for improving operations or enhancing guest experiences, our collective efforts ensure everyone benefits from shared knowledge and support.