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Introduction
 

Hotels often have the right team and the right tools—but without structure, accountability, and strategic focus, performance can plateau. This case study illustrates how Sales Key Consulting helped a midscale hotel regain sales traction, improve rate contribution, and establish the foundation for consistent, measurable gains.

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Client Profile

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A 150-room branded select-service hotel located in a busy suburban corridor with strong corporate, SMERF, and sports demand. Although the property had steady occupancy, it lacked a proactive sales strategy and was overly reliant on repeat business.

The hotel ranked 3 of 5 in occupancy and 4 of 5 in ADR, signaling clear opportunity to increase rate without jeopardizing demand.

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The Challenge

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During initial assessment, several challenges emerged:

  • No structured prospecting or weekly outreach goals

  • Heavy reliance on existing accounts with little new business entering the pipeline

  • Outdated sales collateral and inconsistent proposal presentation

  • Weak rate discipline leading to unnecessary discounting

  • Minimal coordination between sales and revenue management

  • No sales action plan guiding weekly priorities

  • Underutilized meeting space with limited group targeting

 

Ownership requested stronger systems, clearer strategy, and measurable improvement in both ADR and lead production.

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Our Strategic Approach

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Sales Key Consulting developed a comprehensive strategy centered on tightening structure, improving rate integrity, and rebuilding proactive sales momentum.

The approach consisted of five key pillars:
 

1. Establishing Sales Structure and Accountability

We introduced a weekly action plan, follow-up standards, and clearly defined activity goals to keep the team aligned and focused on revenue-driving tasks.
 

2. Strengthening Rate Discipline

Partnership with the revenue manager ensured rate floors, ceilings, and fences were optimized—and discounting was controlled.
 

3. Rebuilding the Pipeline

We relaunched outbound efforts toward corporate, sports, and social markets, emphasizing groups that aligned with the hotel’s seasonality and need periods.
 

4. Enhancing Sales Tools and Presentation

New collateral, refreshed proposals, and updated sales messaging elevated the hotel's professional presence.
 

5. Activating Meeting Space Through Targeted Group Outreach

We focused on small corporate meetings, training classes, and weekend group opportunities that could strengthen both occupancy and ADR.
 

Actions Implemented

Over the engagement period, Sales Key Consulting delivered:

  • Weekly prospecting structure with clearly defined targets

  • Pipeline review sessions to track lead status and conversion opportunities

  • Updated sales collateral and professional proposal templates

  • New outreach strategy for sports, training, and corporate accounts

  • Improved collaboration with revenue management on peak dates and pricing

  • Follow-up protocols for faster response and better client communication

  • Re-engagement of past accounts and dormant partnerships
     

The Results

Within the first 60 days, measurable improvements emerged:

  • 18% increase in RFP submissions due to stronger prospecting discipline

  • Higher ADR contribution from reduced discounting and improved rate strategy

  • Two new corporate accounts secured, generating recurring weekday business

  • Improved meeting space utilization through targeted outreach

  • More competitive comp-set positioning with rising ADR rank

  • Strengthened leadership confidence driven by visibility into sales activity and pipeline health
     

Momentum increased quickly, and ownership gained confidence in the hotel's ability to meet upcoming revenue goals.
 

Why It Mattered

This engagement delivered more than new accounts—it created a sustainable sales framework:

  • Clear expectations and structure for daily and weekly action

  • Improved rate integrity and stronger collaboration with revenue management

  • Renewed focus on new business development

  • A more competitive position in the suburban market

  • Long-term tools that support continued growth

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The hotel is now equipped with the systems, strategy, and structure needed for consistent revenue performance.

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Book a Strategy Call or Explore Our Strategic Sales Packages to get started.

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