Opinion piece argues hotels neglect review-gathering for group/MICE business, and outlines a practical SOP for capturing testimonials at peak emotional moments to win direct bookings.
AI is now filtering hotel shortlists before planners ever contact a sales team, meaning hotels with vague, detail-poor websites are being silently excluded from consideration.
A practical guide for hoteliers on winning group business in 2026, covering proposal quality, planner relationships, and data-driven targeting of corporate and SMERF accounts.
Hotels lose millions in group bookings by designing sales processes for their own convenience rather than meeting planners' needs.