So Many RFPs, So Little Commitment

The hotel sales inbox is under siege.

“We are seeing a ton of RFPs come through the system, but nothing’s converting,” MacMullen says, reflecting what he’s heard from sales teams across the company.

Naturally, this raises red flags. Execs start scrambling to blame global unrest, economic headwinds, or shifting business travel trends.

But maybe the problem isn’t out there, maybe it’s in the volume.

Before booking platforms like Cvent, sending an RFP meant actual effort.

“You had to pick up the phone or… send a fax,” MacMullen recalls. Back then, planners did their homework. They really wanted to book. Today, with a few clicks, planners can blast their RFP to 250 hotels faster than it takes to brew a coffee.

This “spray-and-pray” approach might help planners gather pricing quickly, but it’s wreaking havoc on hotel sales teams.

“You are now answering RFPs, in some cases a dozen a day, that have no hope of going anywhere,” MacMullen says.

The result? A salesforce on autopilot, dulled by the volume and stripped of any incentive to dig deeper.

RELATED: Want Your RFPs to Stand Out? Insider Tips from a Hotel Sales Executive

Checkbox Culture Is Crushing Discovery

Let’s talk about everyone’s favorite checkbox: natural light in meeting spaces. You either have it, or you don’t, right?

Not quite.

“Some sales managers will check off the box and submit it,” MacMullen explains. “Those are the sales managers, by the way, that you just anesthetized by sending them 20 RFPs that are never gonna go anywhere.”

Here’s what planners are missing: there’s a world of difference between a dim skylight and 60,000 square feet of floor-to-ceiling glass overlooking a harbor.

When sales managers don’t see meaningful engagement or know whether they’re even being seriously considered, the quality of their responses drops.

Why invest time crafting a compelling pitch when you’re just RFP #147 in someone’s pricing matrix?

Ghosting Isn’t Just for Dating Apps

Let’s say a hotel takes the time to respond to your RFP.

What happens next? If your answer is, “It gets uploaded to our pricing grid, and we never speak again,” you’re part of the problem.

“There’s no follow-up with the salesperson,” says MacMullen. “It’s kind of like a dead letter office.”

Salespeople are left chasing leads that were never real to begin with. Meanwhile, real opportunities are missed because no one wants to say the magic word: no.

As MacMullen puts it, “No is a valid answer.” It doesn’t hurt anyone’s feelings; it actually helps. “If your piece of business is not going to convert, [salespeople] need to move on to the next priority.”

Honesty lets hotel teams focus on the deals that do have a shot, and gives planners better service when it really matters.

Be Real, Get Results

Want better hotel responses? Stop numbing the sales team.

If you’re sending out RFPs for pricing research, say that. If you’ve narrowed it down to three hotels and need detailed answers on natural light or breakout space, say that too. That clarity changes everything.

“When you give them that RFP that really counts and you need good detail… are they gonna be there for you?” MacMullen asks. Not if you’ve burned them out with 50 dead-end requests.

Respect your hotel sales counterparts enough to give them context.

Better yet, build relationships beyond the portal. Make a call. Ask a question. Be human.

When you show you’re serious, the best properties will meet you with the A-team, not the checkbox crew.

From RFP Spam to Strategic Sourcing

RFP technology was meant to make sourcing easier. And, if we’re being honest, it did.

But in the rush for efficiency, we’ve stripped out nuance, discovery, and collaboration.

The result? A hospitality sales ecosystem where no one feels heard, and no one’s really listening.

If you want to get the best from hotel salespeople, give them your best too: honesty, context, and a little respect for their time. Because while natural light might be the checkbox, transparency is what actually closes deals.

And remember: no is a valid answer — so use it.

Ready to stop spinning your RFP wheels?

Partner with a sales team that values quality over quantity. At Benchmark Hotels & Resorts by Pyramid Global Hospitality, our Global Sales team cuts through the noise to help planners connect with the right hotels — faster, smarter, and with actual follow-through.

Let’s turn your next RFP into a real booking.

Connect with Global Sales >