Group convention sales in hotels requires a change of perspective

In the highly competitive hotel industry, group convention sales can make or break a hotel's success.

Group convention sales in hotels requires a change of perspective

In the highly competitive hotel industry, group convention sales can make or break a hotel’s success. Traditionally, many hotels have taken an operational approach that relies on short-term decisions and manual processes. However, a digital process-oriented approach that integrates technology and standardised processes offers significant advantages. In this blog post, we look at why this change in perspective is crucial and how hotels can benefit from it.

The operational approach: taking stock

The operational approach focuses on day-to-day business, with decisions often made ad-hoc and manually. This leads to several challenges:

  • Inconsistent quality: spontaneous decisions and manual processes lead to fluctuations in service quality.
  • High workload: Manual processing of orders is time-consuming and inefficient.
  • Limited transparency: Without standardised processes, there is a lack of clear guidelines and documentation, which makes traceability more difficult.

The digital process-orientated approach: a modern paradigm shift

A digital process-oriented approach integrates technological solutions to automate and standardise processes. This offers several key advantages:

  • Consistent quality: Digital standardisation ensures that processes are carried out consistently and efficiently, guaranteeing high and consistent service quality.
  • Increased efficiency: Automated processes reduce manual effort and improve resource utilisation. Routine tasks can be carried out faster and without errors, saving time and costs.
  • Improved transparency: Digital systems offer clear documentation and traceability of all processes. It makes it easier to monitor, analyse and optimise processes.
  • Increased customer satisfaction: Greater efficiency and consistency increase customer satisfaction. Digital tools also enable a personalised approach and support for customers.
  • Data-driven decisions: Digital systems collect and analyse data that can be used to make strategic decisions. This enables proactive and forward-looking business planning.

Steps for implementing the digital process-orientated approach

The transition to a digital process-orientated approach requires careful planning and implementation. Here are some key steps:

  • Analyse current processes: Identify existing weaknesses and potential for digital improvements.
  • Select the right technology: Choose suitable digital tools and systems that can optimise and integrate your processes.
  • Process design and standardisation: Develop new, digitally supported processes that maximise efficiency and quality.
  • Employee training: Train your team to use the new digital tools and processes to ensure a smooth implementation.
  • Continuous improvement: Implement a system to continuously monitor and adjust digital processes based on feedback and data analyses.


I would be happy to support you in planning and implementing a digital and process-orientated approach. Make an appointment here.


Switching from an operational to a digital process-orientated approach in group convention sales offers hotels significant advantages. The integration of digital technologies and the standardisation of processes not only increases efficiency, but also improves service quality and increases customer satisfaction. Hotels that successfully implement this change position themselves as modern, customer-orientated and competitive players in a demanding market. The digital process-orientated approach is therefore a key to sustainable success and growth in the hotel industry.

Birgit Haake - Expertin Revenue Management

Author: Birgit Haake

Birgit Haake has more than 25 years of practical experience in the hospitality industry and healthcare. With her company Haake Revenue4U, she supports individual hotels and hotel chains in Germany and Europe as an expert in revenue management. Her core competencies are booking management, (MICE) revenue management, pricing and online distribution. Birgit Haake holds a degree in business administration and has completed her training as a hotel manager. She is a certified trainer and has been a university lecturer in international hotel management and tourism management for many years.

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