AI and Collaboration Drive Hotel Sales and Marketing Success

AI and Collaboration: Driving Change in Hotel Sales and Marketing

Artificial intelligence (AI) and collaboration are currently reshaping how hotel sales and marketing teams operate. AI, in particular, is transforming workflows by automating routine tasks and enabling deeper strategic thinking.

Ankur Randev, principal and chief commercial officer for Highgate Hotels, described AI as a “force multiplier” that enhances productivity across business functions. This technology frees hotel professionals from repetitive tasks, allowing them to focus on more meaningful work.

AI’s Role in Streamlining Hotel Sales and Marketing

Kristie Goshow, chief commercial officer for Peregrine Hospitality, highlighted AI’s potential to reduce the daily drudgery sales and marketing teams face. By handling repetitive duties, AI creates more enjoyable and productive working hours at the desk.

Benu Aggarwal, Founder and President of Milestone Inc., emphasized the importance of simplicity and consistency in website content for AI-powered search success. She advises hotels to select 20+ high-quality images and ensure every marketing channel uses the same images and information.

This approach counters traditional hotel marketing strategies, which often customized content for each channel. However, consistent data and visuals improve search results and help AI better understand the hotel's offerings. Aggarwal’s advice: less is more when it comes to AI-driven search.

Leveraging Data and Technology from Online Travel Agencies

Online travel agencies (OTAs) like Expedia Group offer valuable data resources for hoteliers. Julie Kyse, vice president of hotel global partnerships at Expedia, explained that their company holds massive data sets—around seven petabytes—that can inform pricing strategies and campaign effectiveness.

OTAs provide tools and insights to help hotels identify the most profitable business segments, adjust campaigns, and optimize pricing without wading through overwhelming data themselves.

Collaboration Remains Essential

Despite AI’s growing influence, the hotel industry remains deeply human. Collaboration between sales, marketing, revenue management, and ownership is critical.

Lauren Travis, corporate director of integrated marketing for Sage Hospitality Group, pointed out that many marketing professionals struggle to interpret STAR Reports, which are essential for understanding revenue performance. Cross-functional knowledge boosts team effectiveness.

Kelly Klocke, vice president of commercial strategy at Apple Hospitality REIT, stressed the importance of clear communication with ownership. Sharing detailed data and well-prepared plans builds trust and confidence, which is crucial for long-term success.

Attracting and Retaining Talent Through Growth Opportunities

Building strong teams means more than just competitive pay. Steven Chrappa, director of ecommerce at Hard Rock Hotel New York, noted that younger employees value clear paths for career progression and involvement in new projects.

Providing opportunities for skill development, networking, and meaningful work keeps talent engaged and reduces turnover. Stagnation often leads employees to seek advancement elsewhere.

Key Takeaways for Hotel Sales and Marketing Leaders

• Embrace AI to automate repetitive tasks and enable deeper strategic work.
• Maintain consistency in images and content across all marketing channels for better AI search performance.
• Leverage OTA data and tools to inform pricing and campaign strategies without getting lost in the details.
• Foster collaboration between sales, marketing, revenue teams, and ownership to align goals and share insights.
• Support employee growth by offering meaningful projects and clear career progression paths.

For professionals interested in expanding their AI skills to boost hotel marketing and sales effectiveness, exploring specialized AI courses can be valuable. Check out AI training options tailored for marketing and sales roles.