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By March 22, 2025No Comments

Prospecting for Corporate Business: A Strategic Guide for Hotels that Need Support

In today’s competitive hospitality landscape, corporate business represents a lucrative opportunity for hotels looking to boost occupancy rates and revenue. Corporate clients typically book in volume, are less price-sensitive than leisure travelers, and often return regularly when satisfied. Here’s a comprehensive approach to prospecting for corporate business and finding the right contacts.

Understanding the Corporate Travel Landscape

Corporate travel includes everything from individual business trips to large-scale conferences and regular team meetings. Different businesses have different needs, budgets, and decision-making processes. The key is identifying which segment your property is best positioned to serve.

Effective Prospecting Strategies

1. Define Your Ideal Corporate Client

Start by determining which businesses make the most sense for your property:

  • Local companies within a 5-10 mile radius
  • Regional offices of larger corporations
  • Businesses whose needs align with your facilities
  • Companies in industries relevant to your location

2. Leverage Digital Research Tools

Several resources can help identify potential corporate clients and decision-makers:

  • LinkedIn Sales Navigator: Allows targeted searches for companies and contacts based on location, industry, and company size
  • ZoomInfo: Provides accurate contact information for corporate travel managers, administrative assistants, and procurement teams
  • D&B Hoovers: Offers company intelligence and contact information for businesses in your area
  • Chamber of Commerce directories: List local businesses with key contact information
  • Corporate website team pages: Often contain names and contact information for key personnel

3. Tap Into Industry Networks

  • Join local business associations and chambers of commerce
  • Attend industry networking events and trade shows
  • Partner with convention and visitor bureaus
  • Connect with corporate event planners and travel management companies
  • What resources does the brand have to offer

Finding the Right Contacts

Identifying the right decision-maker varies depending on company size and structure:

Small to Mid-sized Companies

  • Office managers
  • Executive assistants
  • Department heads
  • Business owners

Large Corporations

  • Corporate travel managers
  • Procurement specialists
  • Administrative services directors
  • HR directors (for employee events)
  • Event planning teams

Building Relationships and Closing Deals

Once you’ve identified prospects:

  1. Personalize your approach: Research the company before reaching out
  2. Highlight relevant benefits: Focus on how your property addresses their specific needs
  3. Offer value upfront: Consider providing a property tour or complimentary stay for key decision-makers
  4. Create corporate packages: Develop special rates and amenities for business travelers
  5. Follow up consistently: The sales cycle for corporate clients can be lengthy

Leveraging Technology for Management

  • Implement a CRM system to track leads and relationships
  • Use email automation for follow-ups
  • Develop a content marketing strategy targeting corporate clients
  • Create a dedicated corporate portal on your website

By systematically approaching corporate prospecting with these strategies and resources, hotels can build a stable base of business clients that provide consistent revenue throughout the year, helping to offset seasonal fluctuations in leisure travel.

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