STR Just Slashed the Forecast. Here's How You're Going to Crush It Anyway.

Okay, let's get straight to it. The forecast confirms what a lot of us have been feeling: we're officially in for a bumpy ride. A 0.1% decline in RevPAR might not sound like much, but it’s a clear signal that the easy wins are gone. The days of simply riding the tide are over. As I've always said, you can't treat the entire U.S. market like one big thing. Your hotel is unique, and your sales strategy has to be, too.

This forecast isn't a surprise, and it validates what many of us have been discussing for weeks. We've seen the corporate travel boom slow down and consumer spending tighten. Now is the time to be proactive and strategic, not to wait and see what happens.

The Impact on Hotel Sales is Real

This forecast isn't just about numbers; it’s about how we do our jobs every day. Here’s what you need to know:

• Corporate money is getting tight. That means the high-end hotels can’t rely on a constant flow of business travel anymore.

• The economy is making people cautious. With shaky job numbers and less spending, both business and leisure travel are feeling the squeeze.

• International travel is lopsided. We're seeing fewer people coming to the U.S. and more Americans traveling abroad. If you're in a market like Miami or New York, this hits you especially hard.

• Group travel is changing. Big, traditional events are out. Smaller, more intentional gatherings are in. Event planners are looking for unique, exclusive experiences, not just another ballroom.

A Game Plan to Win Business Now

So, what's the plan? Waiting for the phone to ring isn't going to cut it. You have to get out there and hunt for business. Here's how to do it.

1. Become a Data Geek for Your Market

You can’t just read the headlines and hope for the best. You need to become an expert on your specific property and location.

• Use your own data. Forget national averages. Dig into your comp set. Look at your week-over-week and day-over-day numbers. If your weekends are strong but your monthly reports look bad, you need a different strategy for the weekdays, not an overall rate cut.

• Hunt for local demand. Every market has a pulse. What events are happening near you? It could be a regional trade show, a youth sports tournament, or a local festival. Get a calendar and start targeting those planners now.

• Know your audience. High-end hotels still have an advantage, so focus on high-value business. If you're not one of those, you need to get creative. What are your local "staycation" options? Can you create packages for families or local companies?

2. Get Creative and Add Value

In a tough market, you have to be a problem-solver, not just a room seller.

• Focus on smaller groups. The trend is clear: smaller groups want unique experiences. Instead of pitching your massive ballroom, sell them on a private meeting space or a team-building retreat package.

• Add value, don't just cut rates. The fastest way to hurt your hotel's reputation is by slashing rates. Instead, create packages that include amenities like dining credits, a cocktail hour, or a local experience. Give them a reason to choose you that goes beyond price.

• Use technology to be a superhero. I'm a big believer that technology is a sales professional's biggest asset. Use your CRM to stay on top of leads and follow up fast. Be everywhere at once without leaving your desk.

3. Be Proactive, Not Reactive

The time to start planning for a downturn isn't during a downturn. It's right now.

• Reconnect with past clients. The data shows that planners are rebooking past events. This is your cue to reach out to every client you’ve ever had. Remind them of the great event they had with you and offer to help them plan the next one.

• Think long-term. The forecast says things will rebound in 2026. What are you doing now to fill that pipeline? Use this time to build new relationships and lay the groundwork for future success.

It's Time to Win

This forecast isn't a dead end—it's a wake-up call. It's a reminder that we have to be on our game and work smarter than ever before. There's still plenty of business out there to be won, and the sales professionals who are proactive, strategic, and innovative will be the ones who succeed.

For more on how to tackle these challenges head-on, be sure to check out my recent blogs. I dig deeper into what the economic reports mean for us and what we need to do to win in this market:

• "Ignore the GDP Noise, Here's the Real Game Plan for Hotel Sales Teams": https://www.hotelsalesedge.com/post/ignore-the-gdp-noise-here-s-the-real-game-plan-for-hotel-sales-teams

• "The Corporate Travel Boom Is Over, Here's What's Next": https://www.hotelsalesedge.com/post/the-corporate-travel-boom-is-over-here-s-what-s-next