Not all hotel group business is created equal. In 2025, the hotels that secure high-value group bookings that drive revenue, maximize space, and build long-term relationships will be the ones that thrive. Shorter booking windows, rising event costs, and increased competition mean standing out to event planners takes more than a fast RFP response.
Hotels need to be strategic, data-driven, and proactive in how they attract and convert group business. That means leveraging AI-driven sales insights, optimizing pricing strategies, and delivering a seamless experience that makes planners want to book again and again.
So how can your hotel win more profitable group business in 2025? These nine strategies will help you secure the right bookings, boost revenue, and stay ahead of the competition.
Understanding the 2025 hotel group sales market
While demand for meetings and events remains strong, you’ll need to be strategic, agile, and data-driven to stay on top of shifting market dynamics. Here are five hotel group sales trends to be aware of:
Rising competition & shorter booking windows
You’re no longer just competing with other hotels for group business. You’re competing with unique venues and coworking spaces that are increasingly appealing to planners.
According to the latest Planner Sourcing Report, 49% of planners say they’re sourcing special event venues, up from 17% in 2023.
At the same time, lead times for bookings continue to shrink, forcing hotels to respond faster, price smarter, and build stronger relationships to stay top of mind.
The push for personalization & flexibility
Event planners expect more than a standard proposal. In 2025, personalization is key. Tailor your pitch, pricing, and packages to each group’s specific needs, and you’ll have a major advantage.
Additionally, planners are looking for more flexibility in contracts, pricing, and cancellation policies. According to the latest Pulse of Event Professionals, 52% of planners struggle with inflexible contracts when working with hotels and venues.
Meanwhile, 23% of North American event planners say hotels and venues could improve their RFP responses most when it comes to flexible terms. In Asia and MEA, that figure rises to 28%. This means it's critical to balance revenue goals with the ability to adapt.
Technology is a game-changer
AI-driven pricing, automated RFP management, and predictive analytics are reshaping hotel group sales. The hotels that embrace technology to forecast demand, streamline sales processes, and enhance the planner experience will outperform those relying on outdated tactics.
Hotel teams are increasingly using collaborative technology like event diagramming or room-blocking software to reduce workloads and give event planners a smoother planning experience.
Sustainability matters more than ever
Corporate social responsibility (CSR) is now a key factor in venue selection. Companies and associations are prioritizing eco-friendly hotels, carbon-neutral events, and venues that align with their sustainability goals.
Hotels that integrate green practices and clearly communicate their sustainability initiatives will be more attractive to high-value group clients.
8 hotel group sales strategies to drive more high-value bookings
Whether you’re aiming to boost occupancy during need periods or land those high-value, multi-year contracts, these nine strategies will help you close more business and maximize revenue.
Embrace predictive analytics for smarter sales targeting
Gone are the days of gut-feel selling. Data-driven decision-making is the new standard, and predictive analytics makes all the difference. Move away from guesswork and look into historical booking patterns, market trends, and real-time demand signals to pinpoint the highest-value leads and engage them at the right moment.
Here’s what that looks like in action:
Lead scoring: Use AI-powered tools to rank incoming RFPs based on fit, profitability, availability, relationship with planner, and likelihood to book. The higher the score, the more valuable the lead. Use lead scoring to prioritize the most valuable leads first.
Proactive prospecting: Identify potential clients before they even submit an RFP, then reach out with personalized offers. This technology also helps you understand planner sourcing behavior better, engage the right prospects, and work faster.
Optimized need-period targeting: Fill low-demand periods by focusing on groups that historically book during those windows.
The result? Higher conversion rates, better-qualified leads, and a more efficient sales process.
Optimize your RFP process to win more business
Planners don’t have time to wait, and if your RFP response process is clunky or slow, you’re losing business to competitors.
According to Chris White, director of sales and marketing at the Fairmont Scottsdale Princess, swift RFP responses are critical for him and his team: “We’ve been told specifically that being clear and concise, showing planners how it works, and responding quickest with the best proposals has resulted in conversion.” A streamlined, tech-powered RFP strategy helps you stand out.
Speed is key: Responding as fast as possible increases your chances of winning the deal. The latest Cvent Planner Sourcing Report revealed that 80% of planners say the ideal RFP response time from a hotel or venue is four days or less.
Personalization matters: Ditch generic responses. Leverage customer relationship manager (CRM) insights to tailor each proposal to the planner’s specific needs. Or, use 3D virtual tour solutions to walk them digitally through your space set up according to their specifications.
Transparency builds trust: Our latest Pulse of Event Professionals revealed that 52% of planners say inflexible contracts are a challenge for them when sourcing venues. Provide clear pricing, flexible terms, and real-time availability to eliminate back-and-forth negotiations.
An optimized RFP process positions your hotel as an easy, reliable partner and gets you more bookings.
Focus on relationship-driven sales to increase repeat business
This year, hotel group sales are all about return on relationship (ROR). The 2025 Planner Sourcing Report revealed that 24% of planners in North America, 24% in Europe, and 30% in APAC are making rebuilding relationships a top priority.
A one-time booking is great, but long-term partnerships are even better. Building strong relationships with planners increases repeat business and referrals. In a world of automated transactions, a personal touch makes a big impact on hotels’ group sales.
Be a problem-solver: Planners need more than a venue—they need a partner who understands their goals. Offer creative solutions tailored to their event needs. Be consultative to achieve this level of relationship. Use collaborative event diagramming technology to make planners’ lives easier and work seamlessly together in one place.
Stay engaged year-round: Keep in touch with past clients, share industry insights, and check in with personalized follow-ups.
Loyalty pays off: Consider exclusive perks or preferred pricing for repeat clients to encourage long-term commitments. Perks could include discounted room rates, complimentary upgrades, or free meeting space or AV equipment for planners who book a lot with you.
Position your hotel as a sustainable event venue
Sustainability is now an important part of winning not only leisure business but also group. With more corporations prioritizing ESG (Environmental, Social, and Governance) goals, hotels that offer sustainable event solutions will have a competitive edge. Here are a few ways to attract planners who have sustainability in mind:
Showcase your impact: Highlight sustainability initiatives in your proposals and on the Cvent Supplier Network, from waste reduction programs to carbon footprint tracking. Use your CSN profile’s description and frequently asked questions (FAQ) sections to talk about your initiatives.
Certifications matter: LEED, Green Key, or other sustainability certifications make your venue more attractive to eco-conscious planners. Display these achievements on your CSN profile.
Go digital: Reduce paper waste with online contracts, mobile check-ins, and digital signage.
Planners want venues that align with their values. Make sustainability a selling point, not an afterthought.
Strengthen partnerships with DMOs and CVBs
No hotel is an island. Boost group sales by partnering with destination marketing organizations (DMOs), and convention & visitor bureaus (CVBs).
These are organizations dedicated to promoting tourism, conventions, and travel-related activities within a specific city, region, or country. They attract visitors and events through strategic marketing, advertising, public relations, and visitor information services.
Once a planner has picked your destination, many turn to local CVBs and DMOs (especially those who don’t know the area) to help them find the right venue for their events. Building rich partnerships with these organizations increases the likelihood that they’ll choose you!
Establish clear objectives and expectations: Align on target markets, event goals, and success metrics to ensure a mutually beneficial relationship.
Collaborate on marketing and promotional campaigns: Leverage their reach and expertise to feature your property in destination-wide advertising efforts.
Coordinate efforts for event planning: Work together to secure major conferences, citywide events, and high-value group business.
Maintain open communication: Regular check-ins and shared insights help streamline the booking process and create a seamless experience for planners.
Strong local partnerships enhance your hotel’s visibility, strengthen your value proposition, and make your group offerings more compelling.
Adopt dynamic group pricing strategies
Static pricing models are outdated. With fluctuating demand and increasing competition, dynamic pricing strategies help maximize revenue. Adjust rates in real-time based on market conditions, booking patterns, and group size—ensuring you capture the highest possible value from every contract.
Use real-time data: Adjust pricing based on demand, market conditions, and competitor rates. Use business intelligence tools to monitor your comp set. Cvent’s Group Competitive Set Dashboard, for example, gives you a real look at the big picture. Hotels use it to benchmark their property's performance against the competition in real-time in order to make confident, data-driven, and transformative group business decisions.
Offer tiered pricing: Instead of a flat rate, create multiple pricing tiers based on amenities, room types, food & beverage spend, and event package options. For example, offer discounted room rates in exchange for higher F&B minimums or include perks like complimentary meeting space for larger room block commitments.
Incentivize off-peak bookings: Encourage groups to book during slower seasons or midweek by offering exclusive discounts, bonus perks (like complimentary AV or discounted catering), or value-added experiences like local tours or team-building activities. This helps balance occupancy and maximize revenue across the calendar year.
A data-driven pricing strategy ensures you’re capturing the most value from every group booking.
Streamline the booking experience with digital efficiencies
Planners expect a seamless, tech-enabled booking process. If your process is bogged down by endless email exchanges, slow responses, or outdated paperwork, you’re likely losing business to competitors who make booking simple and seamless.
Online booking portals: Give planners 24/7 access to real-time availability, pricing, and event space details on the Cvent Supplier Network. A self-service portal with interactive floor plans, package customization options, and instant RFP submission makes it easier for planners to book without waiting for manual responses.
Contract automation: Use technology to generate dynamic, customized proposals based on group size, event needs, and preferred dates. Digital contract management tools with e-signature functionality eliminate back-and-forth delays, allowing planners to sign agreements instantly.
Self-service options: Event professionals want control over their bookings. Provide easy-to-use dashboards where they can modify room blocks, update catering preferences, or create floor plans—all without contacting a sales rep.
Make it easier to book smaller meetings: Use a tool like Cvent Instant Book to enable planners to instantly book your meeting space for simple meetings directly on the Cvent Supplier Network. Showcase your live rates and availability for meeting spaces and guest rooms and give planners the flexibility to choose A/V and food & beverage packages upfront—all without RFP negotiations.
The easier you make it to book, the more business you’ll win.
Align sales and marketing for stronger lead generation
Hotels that win the most high-value group bookings have one thing in common: seamless collaboration between sales and marketing.
When these teams operate in silos, opportunities slip through the cracks. But when they work together, they create a powerful, data-driven approach to attracting, nurturing, and converting leads into booked business.
Define a shared ideal customer profile (ICP): Sales teams know which groups bring in the most revenue, while marketing understands how to reach them. Together, define your ideal event planner or group segment—whether it’s corporate meetings, association conferences, or social events. Then tailor your outreach and messaging accordingly.
Use content marketing to attract and nurture planners: A well-executed content strategy nurtures leads before they even reach out, making the sales process smoother. Do this by creating educational guides, case studies, or even virtual tours.
Establish a seamless lead handoff process: The handoff is one of the biggest frustrations in sales-marketing alignment. If marketing is sending over unqualified leads or sales are slow to follow up, potential business gets lost. Set clear lead qualification criteria, use a CRM system to track lead status, and establish a follow-up timeline.
Over to you to meet (or exceed!) your hotel’s group sales targets this year.
Winning group business this year will be all about building lasting relationships, using the right technology, and optimizing your pricing with predictive analytics. Implement these eight strategies to outperform your competitors and increase revenue.
Mansi Soni
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