WHY: Why do you think trust signals are important when people are actively looking to book group stays and making decisions on their own? HOW: How can hotels make sure they show signs that it can be trusted when people are doing their own research? WHAT: What kinds of trust signals have you seen actually help people choose hotels for group bookings during their search? ATTENDEES: Susan Tucker, Lure Agency Cory Falter, Lure Agency
AI isn’t just coming—it’s already reshaping hotel sales. In this fast-paced episode of The InnSync Show, Cory Falter and hospitality strategist Susan Tucker unpack what trust signals are and why they’re now non-negotiable for hotels looking to stay visible (and bookable) in an AI-driven world. From reviews and event snapshots to transparent pricing and people-first content, you'll learn exactly how to evolve your digital presence from product-pushing to trust-building. Whether you're in group sales or just trying to future-proof your property, this episode breaks it all down with clarity, urgency, and a whole lot of humanity.
📍 CHAPTERS & TIMESTAMPS
00:00 – Intro: WTF Are Trust Signals?
Cory kicks things off with Susan Tucker, teasing how AI and agentic search are reshaping hotel sales.
01:00 – WHY: Empty Ballrooms Don't Sell Anymore
Susan explains why visualizing experience shows space, and how buyers have changed.
02:00 – AI + Cvent Disruption = Wake-Up Call
The data behind why RFPs are disappearing—and why trust signals now power discovery.
03:00 – Speed Matters: Enter Agentic Search
Cory reveals how the need for instant answers impacts sourcing and conversions.
04:00 – Filtering for Sales-Ready Leads
Susan shows how AI helps surface serious buyers—but only if you're set up for it.
05:00 – HOW: Shift from Product to People
What sales teams can do now to showcase trust signals and capture attention.
06:00 – Testimonials: Text, Video & Beyond
Why real voices and visual proof outperform generic venue shots every time.
06:30 – The Power of Social Proof
Susan shares how to turn online reviews into B2B sales ammo.
07:00 – AI Can Spot Fake—So Be Human
Cory explains how AI rewards authenticity—and penalizes fakery.
07:30 – WHAT: Tools to Build Trust Today
Event snapshots, case studies, and transparency that reduce friction and boost confidence.
08:00 – The Pricing Elephant in the Room
Susan drops the truth: show your price range or risk being skipped.
09:00 – Friction, Frustration, and the Other “F Word”
A candid look at how poor UX kills deals—and what hospitality can learn from Amazon.
10:00 – The Netflix Effect: Instant Gratification
How consumer expectations are bleeding into B2B venue sourcing.
11:00 – RFP Decline: 40% May Disappear
AI research shows how fast change is coming—and who may get left behind.
12:00 – Resources to Help You Win
Susan outlines three key solutions: DIY guides, toolkits, and 1:1 support.
13:00 – Outro: Lead With Trust or Get Left Behind
Cory wraps with a reminder: AI isn't replacing sales—it’s demanding better content from humans.
Final Takeaways from the Episode
Empty Ballrooms Don’t Build Trust
Today’s buyers aren’t just looking—they’re evaluating. Generic venue shots won’t cut it. Real stories, real proof, and real people win.
Agentic search is already shortlisting venues before a human ever sees your name. If your digital presence isn’t structured and trustworthy, you’re invisible.
Transparent pricing, client testimonials, case studies, and verified reviews now do the heavy lifting. If your content can’t answer questions instantly, someone else’s will.
Buyers don’t want to wait—and neither does AI. Build content that delivers answers before they even ask.
AI can smell a fake. Show your humanity. Share your wins. Trust is earned, not claimed.