酒店及会展场地团体、活动和企业销售的五大全球洞察

Five global insightsfor hotels and venues with 315 hotel and venue sales leadersworldwide, asking a series of questionsto identify what’s working, what’s slowingteams down, and where technologycan better support performance. Eachparticipant was an active Delphi®user atthe time. The findings presented in thisreport synthesize five key themes from The group, event, and corporate saleslandscape is evolving as teams navigateincreasing complexity, from competitivepressure and shifting lead quality to risingexpectations for speed, clarity, and execution.Many organizations are placing greateremphasis on qualification, coordination, THEME#1:Demand is more selective:Qualityand competition Sales teams are navigating a more selective and competitive environment for corporate, group, andevent business. When asked about the biggest challenges they face in attracting this demand, theresponses point to a clear cluster of top obstacles, led by the need to find qualified leads and improve The accompanying chart, based on the survey, highlights how closely the leading challenges trackagainst one another, underscoring that sales teams are not struggling with a single dominant barrier, This mix reflects a broader shift in how groups are evaluating hotels, making itincreasingly importantfor teams to differentiate clearly and act quickly when strong opportunities emerge. These dynamics mirror a wider guest behavior trend across the industry. The Amadeus Travel Dreams2026 report also highlights thatrapidly evolving guest expectations (31%)and growing preferenceforflexible cancellation and refund policies (39%)are contributing to more cautious decision-making. THEME#2:Cross- functionalalignmenthas become Top cross-functional needs #1Most critical cross-functional priority Coordinating promotionsand campaignsacross channels Automating the managementof smallor simple meetings Respondents were asked to select up to two specified areas they consider most critical for success when collaborating with marketingand revenue management teams. Percentages reflect the share of respondents who selected each area as one of their top two. That data points to a clear shift toward integratedcommercial models. When pricing, forecasting, accountintelligence, and sales execution are connected throughshared data and coordinated processes,sales teams canmove faster, price smarter, and deliver more consistent THEME#3: Growth opportunitiescenteron corporate and social segments Sales leaders are looking across awide range of segments to drive futuregrowth, balancing both business-led and experience driven demand.As organizations evaluate where thestrongest opportunities lie, a clear by social, military, educational,religious, or fraternal (S.M.E.R.F.)groups and social groups. Beyondthese leading categories, a broadsecond tier of segments — includingnegotiated corporate travel, sportsand entertainment, associations and When asked where they see thegreatest opportunity to grow their groupand event business, respondents ranked Taken together, theresults point to a growthstrategy that blends thepredictability and scaleof corporate demandwith the high touch,experiential nature ofsocial events, enabling These expectations forgrowth are reinforced inbroader industry research. We are aiming to raise our group bookings to 25%of our sales, and Amadeus is contributing to thisprocess. We have upped the ante on the way we bookmeetings, deploying Delphi with two-way integrations THEME#4:RFP speed andsimplicity are emergingas key competitive advantages The RFP process remains fast-moving and fragmented, with inquiries arriving through multiple channelsand requiring coordination across teams under tight timelines. Sales teams see meaningful opportunityto simplify this workflow and remove early bottlenecks that slow response speed and reduce win potential. When asked which two areas of theRFP process are most important toimprove,respondents prioritizedconsolidating RFPs from multiplechannels and quickly qualifying leads.These priorities reinforce how critical it Quickly qualifying leads#2Most importantimprovement area Consolidating RFPs#1Most important improvement area Because these early-stage gaps carry significant risk of delayed or missedopportunities, respondents prioritized them above all other improvementareas — such as responding faster to planners, reducing manual data These findings highlight the importance ofstreamlining RFP intake,centralizing workflows, and accelerating qualificationso that sales THEME#5:Sales technology expectationsprioritize simplicity and connected insight As sales teams take on a wider commercial role,technology plays an increasingly critical part inhelping them work efficiently, stay aligned withother departments, and move quickly on When asked to select up to three specifiedcapabilities or user experiences mostimportant to their success with theircurrent sales and event tools,ease ofuse for the sales t