Sales Director Jennifer Suski breaks down her proven approach to filling hotel rooms with group business—combining data, relationships, and personalized outreach. Here’s how she does it:

1. Crafting a Tailored Sales Strategy

Every hotel has unique strengths—whether it’s a waterfront property perfect for weddings or a downtown location ideal for corporate retreats. Jennifer starts by:

● Identifying the most lucrative group segments (social events, corporate meetings, sports teams)

● Aligning them with the property’s assets

● Design targeted outreach—personalized emails, phone cadences, and social media engagement—to connect with planners authentically.

“My goal is to help hotels close more group business efficiently and authentically, with a trusted partner by their side.”

2. Adapting the Pitch for Different Buyers

A one-size-fits-all pitch rarely works. So before developing a pitch, Suski suggests:

● Researching the local market (competitors, demand trends)

● Analyzing the property’s past bookings (what’s worked, what hasn’t)

● Aligning the hotel’s vibe with the right groups (e.g., a boutique hotel might attract niche events, while a convention-friendly property suits large conferences)

Once gathering data, you can spotlight hotels through thoughtful, relationship-driven approaches. Jennifer composes personalized emails, direct phone outreach, and thoughtful engagement on social media platforms.

Photography for Knickerbocker Hotel NYC, by Revpar Media

3. Leveraging Data to Refine Sales Tactics

To improve sales methods, Jennifer uses past sales data to identify trends and patterns to refine the sales strategy. Here’s a look at her method to improve sales:

● Analyze Previous Sales reports to spot trends in booking patterns

● Using Knowland for Insights into Market Trends

● Tracking Response Rates from Hotels to optimize outreach

By continuously refining tactics, you can adjust sales strategies to ensure you use the most effective methods.

4. Turning "Maybe" into "Yes"

This starts by building trust. Suski emphasizes the importance of listening to the hotel’s exact needs so she can best accommodate them. She wants to be fully aware of their challenges and goals. Once there is a clear understanding of expectations, she can offer assurance that her approach will be tailored to the hotel’s needs.

Confidence comes from clarity–when hotels know you understand their needs, they’re more likely to partner with you.

5. Leveraging Relationships for Leads

Relationships are the backbone of sales. Early in the process, Jennifer uses her extensive network for:

● Warm introductions - She finds she has the most success by tapping into pre-existing relationships. These lead to faster trust-building.

● Market Insights - You can stay informed on trends, opportunities, and pain points that can help you offer solutions by staying connected to your network.

These connections open doors that cold outreach can’t.

We Want to Hear From You

Great sales strategies aren’t just about filling rooms—they’re about creating partnerships that deliver value for hotels and their guests. By analyzing data and creating genuine relationships, we can turn group sales into a seamless revenue stream.

What’s your approach to hotel sales strategy? Let’s swap insights in the comments!

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5 Strategies to Drive Hotel Group Bookings