How to Get Your Corporate Hotel Contracts to Start Producing Room Nights Immediately
In most industries, a signed contract guarantees revenue. In the hotel industry? Not so much.
A corporate hotel contract is often nothing more than a letter of intent. The company promises a certain number of room nights in exchange for a discounted rate, but there’s no guarantee those nights will actually materialize.
The problem is clear: too many hotel sales managers stop at the signature and assume the job is done. The result? Contracts that fail to deliver the expected room nights and revenue.
But this doesn’t have to be your story. With a strong onboarding strategy, you can turn that promise of room nights into real bookings. Here’s how.
Why Onboarding Matters
The weeks following the signing of a corporate contract are critical. This is the time to cement the relationship, educate your corporate client, and build the momentum that leads to bookings. Without a proper onboarding strategy, you’re leaving room nights—and revenue—on the table.
The Risks of Skipping Onboarding:
Low Awareness: The Travel Manager may know about the deal, but do the actual bookers?
Lost Bookings: Without clarity and excitement, employees won’t prioritize your hotel.
Missed Opportunities: The potential for meetings, events, and long-term loyalty never materializes.
Step-by-Step: How to Onboard Corporate Clients to Drive Room Nights
1. Launch an Onboarding Strategy
Make the onboarding process engaging and informative. Think beyond a simple email announcing the partnership.
Send a Welcome Package: Include a personalized letter, gift, and a list of key benefits for the client’s employees.
Create an Email Sequence: Over the first few weeks, send a series of emails that will remind the booker about the partnership that the company has signed. In this way you will stay top of mind. An example of a question could be emails that:
Highlight your hotel’s amenities (e.g., coworking spaces, wellness facilities).
Showcase testimonials from other corporate clients.
Stories from employees/staff
2. Identify and Engage All Potential Bookers
The Travel Manager may have signed the contract, but they’re rarely the only one booking travel. Identify and build relationships with everyone who might send bookings your way.
Find Key Players via Linkedin:
Local office managers
HR professionals coordinating relocations
Event planners booking meetings and off-sites
Create Awareness: Make sure these bookers know about your partnership. Ask the travel manager for approval to send an introduction email in order to be able host a virtual session or send a tailored email to introduce the partnership benefits.
3. Deliver Next-Level Account Management
Corporate bookers need to feel valued and confident in choosing your hotel. Here’s how to make that happen:
Production-Based Incentives: Reward bookers or their colleagues based on the number of room nights or events they book. Offer perks like spa treatments, dinners or even a stay at your hotel when reaching certain room night production targets e.g 50, 100 and 250 room nights.
Booker Events: Host a quarterly “booker appreciation” event. This could be a networking mixer or an exclusive tour of your property where you invite all your bookers. This should NOT be a sales pitch but a special event to make the feel appreciated. Pro-tip: ask them to bring a colleague, often times they will bring another interesting booker to the event!
Share Early Wins: Highlight feedback from the first few corporate guests and share it with the travel manager. Make sure to actively ask for this feedback when you know the guest is staying at your hotel. Positive reviews build trust and momentum.
4. Provide VIP Treatment for Initial Guests
Make a strong first impression with early guests from your corporate client:
Welcome Amenities: Add a personal touch to their stay with a welcome note or a small gift.
Exclusive Perks: Offer free upgrades or complimentary breakfast for the first few visits to build goodwill.
Follow Up: After their stay, follow up to ask about their experience and share this feedback with the Travel Manager.
5. Request Feedback and Act On It
Solicit feedback from bookers and their travelers to identify friction points and opportunities for improvement.
Feedback Channels: Use surveys, emails, or direct calls to gather insights.
Show Responsiveness: Make it clear that their feedback matters by implementing changes and communicating those updates. If you’re able to act on negative feedback and make a change, this will result in a way better relationship.
Tips to Optimize Your Onboarding Process
Automate Where Possible
Use tools like email automation platforms or CRM systems to streamline communication and stay on top of follow-ups.
Tailor the Experience
Every corporate client is different. Customize your onboarding approach to fit their company culture, industry, and travel patterns.
Stay Consistent
Onboarding isn’t a one-and-done effort. Regular check-ins and updates are key to maintaining momentum and building loyalty.
Turn Corporate Contracts into a Sales Machine
The signature isn’t the end—it’s just the beginning. By focusing on a strategic onboarding process, you can ensure your corporate contracts deliver real results: room nights, events, and long-term partnerships.
Want to master the art of corporate hotel sales? Our Hotel Sales Mastery Course dedicates two entire modules to optimizing production and onboarding strategies.
Ready to take your hotel sales skills to the next level? Explore the course now.