Source: Lure Agency

Boulder, CO / Denver, CO — Lure Agency, along with hospitality sales trainer Celeste Berke Knisely, today announced the launch of Sales on Tap, a modern social-selling and visibility-building community created for hotel group sales professionals.

Designed to meet the demands of today’s planner-driven, digital-first buying environment, Sales on Tap blends ongoing training, live coaching, and peer community support to help sellers attract more qualified group business, without relying on traditional cold outreach.

Record-low lead volume, weaker pipelines, declining RevPAR, and increasingly competitive RFPs are forcing hotel sellers to rethink how they show up. The industry has changed. Planners are researching differently, buying differently, and forming trust long before they ever submit an inquiry. Sellers who rely solely on traditional outreach risk being invisible in the very channels that now determine who makes the RFP short list.

Sales on Tap equips sellers with modern visibility-building skills that strengthen pipeline creation, increase win rates, guarantee more base business, fill need dates, and reduce reliance on third parties and their commissions. This program helps hotel sellers control their own demand, rather than waiting for demand to come to them.

“Hotel sellers don’t need more theory—they need modern, actionable skills that convert,” said Cory Falter, Partner at Lure Agency. “Sales on Tap is built for the way planners actually buy today.”

A New Model for Hospitality Sales Training

Unlike conventional workshops that fade the moment the facilitator leaves, Sales on Tap delivers a continuous learning ecosystem that evolves with the industry.

Members gain access to:

  • A guided QuickStart program that helps sellers confidently post, prospect, and build their online presence.
  • On-Demand Learning Modules covering topics from personal branding to understanding the latest tech tools (and how to use them).
  • Live monthly coaching focused on real-world hospitality sales scenarios.
  • Plug-and-play templates, prompts, and tools designed specifically for hotel group sales.
  • A supportive, accountable community that helps sellers stay consistent.
  • Always-updated strategies rooted in what’s working right now.
Most sellers know what they should be doing, but they don’t have the structure or support to do it consistently. Sales on Tap gives them both. It’s a space to practice, grow, and build momentum with strategies that work in today’s hospitality landscape. Celeste Berke Knisely

Built for Individuals, Teams, and Management Companies

Sales on Tap supports:

  • Individual sellers wanting to build a trusted, credible digital presence.
  • Group sales teams seeking alignment, accountability, and better results.
  • Management companies looking for scalable sales enablement across properties.

As part of the launch, hotel sellers can join the Sales on Tap community at no cost and gain immediate access to the QuickStart program, a simple, high-impact way to start modernizing their sales approach.

Designed for the Modern Era of Hospitality Sales

“AI is accelerating decision-making, but it’s also raising the bar for human connection,” said Susan Tucker, Partner at Lure Agency. “Sales on Tap helps hotel sellers blend personal presence with modern tools so they stand out in a crowded digital landscape.”

Sales on Tap is now open to hotel sellers, DOSMs, and management companies ready to upgrade their approach and drive consistent results through modern visibility building.

About Sales on Tap

Sales on Tap is a modern social-selling community built specifically for hotel group sales professionals. Through guided programs, live coaching, and plug-and-play sales tools, the community helps sellers build visibility, create meaningful conversations, and attract more qualified group business—all without cold calling. Learn more at salesontap.community.

About Lure Agency

Led by hospitality veterans Cory Falter and Susan Tucker, Lure Agency blends the “Science & Soul” of modern marketing, pairing analytics, strategy, and repeatable systems with genuine storytelling and human connection. The agency specializes in helping hotels, resorts, and destination brands elevate visibility, strengthen sales enablement, and generate more group business through social selling and strategic content programs. Visit lureagency.com

About Celeste Berke Knisely

Celeste Berke Knisely is a nationally recognized hospitality sales trainer celebrated for her energetic coaching style and modern, no-fluff approach to revenue generation. With deep experience across hotel brands, luxury resorts, and management groups, she equips sellers with the mindset, skills, and confidence to succeed in a changing buyer environment. As Co-Founder of Sales on Tap, she brings her signature blend of strategy, storytelling, and social-selling expertise to hotel sellers nationwide.

Media Contact

Susan Tucker
Partner, Lure Agency

[email protected]