Hotels are missing out on a goldmine of group business simply because they’re not targeting the right audience—non-professional planners. In this episode of InnSync, Todd Ryan joins Cory Falter to discuss how executive assistants, HR reps, and sales leaders are responsible for booking meetings but lack the knowledge and tools to do it seamlessly. They dive into why hotels are losing these opportunities, how to optimize their websites, and how a simple shift from transactional to relationship-driven sales can change the game. If you're in hotel sales, this episode is your wake-up call.
[00:00:00] Welcome to InnSync! - Cory Falter introduces guest Todd Ryan.
[00:00:45] The Untapped Opportunity: Non-Professional Planners
50-80% of meeting planners aren’t professionals—hotels are missing out.
Why executive assistants, HR reps, and sales leaders are booking meetings post-COVID.
[00:02:30] Why Hotels Overlook This Market
Many hotel sales teams focus only on professional planners.
The shift post-pandemic: more people handling meetings with fewer resources.
Younger planners aren’t trained in traditional meeting planning.
[00:04:15] Why People Avoid Talking to Hotel Sales Teams
85% of buyers do research before talking to a salesperson.
How bad sales conversations push planners away.
The origins of the RFP process and why it’s still broken.
[00:06:00] How Generative AI is Changing the Sales Process
Planners use AI to research venues before reaching out.
Zero-click searches: Why hotel websites must answer key questions up front.
[00:08:15] How Hotels Can Optimize Websites to Attract More Group Business
Hotels are losing planners due to poor website UX.
The power of FAQs: Answer key questions for non-professional planners.
Video testimonials and social proof: Show, don’t tell.
The missing short form: Make it easy for planners to inquire.
[00:12:30] Why Hotels Are Failing at Capturing This Business
Post-COVID sales teams became too transactional.
The lost art of guiding planners through the process.
Real-life example: How an untrained planner got a bad deal due to lack of guidance.
[00:16:30] The Disconnect Between “Relationship Building” and Sales
Hotels claim relationships are key, yet act transactionally.
Why short-term thinking kills long-term business growth.
Saying “no” to bad-fit business can actually increase revenue.
[00:19:00] How Trust and Credibility Win More Sales
The key to real relationships: Trust over persuasion.
How sales teams can shift from being “salesy” to being trusted advisors.
Why proactive follow-ups and check-ins make all the difference.
[00:22:00] Todd’s Passion for Leadership & Coaching
How behavioral psychology plays into hotel sales.
The power of influence beyond traditional sales tactics.
Where to connect with Todd Ryan for more insights.
[00:24:00] Closing Thoughts & What’s Next
The importance of reducing friction in the group booking process.
Why hotels need to rethink their digital presence and sales approach.
Stay tuned for Part 2—we’re just getting started!