Client Expectations

Todays buyers are discerning, fast-moving, and often juggling multiple hotel options. While your hotel may have the right amenities, it’s the sales professionals actions that often determine whether you get the business or lose it to the comp set.

Below are five client expectations that are non-negotiable, and real strategies to help your team meet them consistently.

Top 5 Expectations Clients Have of a Sales Professional

1. Responsiveness

• Clients don’t want to wait days for a callback. Many bookers go with the first to respond...period.
  

How to Meet It:

• Establish a 24-hour response standard for all inquiries (group and transient)

• Use automated CRM tasks or templates for first-touch responses

• Make responsiveness a measurable KPI—not just an expectation

• For lean teams: use out-of-office messaging with alternate contact details to avoid dead ends
  

2. Knowledge of the Property and Their Business

• Clients want to speak with someone who understands their industry, not just the room types.
  

How to Meet It:

• Encourage sales staff to research the company or group before responding

• Create cheat sheets for common segments (e.g., training, construction, sports, gov’t)

• Develop a habit of asking, “What’s most important to you?” on every call

• Align proposals with their actual pain points—not generic hotel features
  

3. Confidence in the Details

• Clients expect salespeople to track the details, not leave them to chance.

How to Meet It:

• Encourage sales staff to research the company or group before responding

• Create cheat sheets for common segments (e.g., training, construction, sports, gov’t)

• Develop a habit of asking, “What’s most important to you?” on every call

• Align proposals with their actual pain points, not generic hotel features

4. Value, Not Just Pricing

• It’s not always about being the cheapest—it’s about proving the value of the experience.

How to Meet It:

• Train your team to sell outcomes, not room types (e.g., peace of mind, flexibility, trust)

• Bundle perks creatively “Complimentary early check-in for training groups” sounds better than “$10 off”

• Use comparison framing: show how your offer stacks up beyond price

• Avoid defaulting to discounts pause, present options, and hold your rate

5. Professionalism

   Every email, phone call, and site visit represents your hotel. Clients expect consistency, clarity, and confidence from your sales professional.

How to Meet It:

• Provide templates for outreach, proposals, and confirmations

• Review and role-play email etiquette and phone calls quarterly

• Use branded digital proposals instead of generic PDFs

• Make sure the sales team walks the hotel regularly to stay aligned with brand standards

  
  

Final Thought:

Client expectations aren’t unrealistic, they’re a playbook. When your sales professional meets them consistently, your hotel earns trust, repeat business, and strong word of mouth.

Align your sales activities with your client expectations.

Happy Reading!