Jennifer Axness
Insight-driven trends from Amadeus research reveal how hotels and venues are navigating selective demand, rising competition, and the need for sales acceleration.
May 21, 2026 – According to new global research released today by Amadeus, more than 315 hotel and venue sales leaders worldwide say that finding qualified leads and standing out against rising competition are the biggest challenges shaping group and corporate sales in 2026. The findings are detailed in the newly published Global Hotel Sales Leader Insight Report.
The report focuses on global hotel and venue sales professionals responsible for managing group, event, and corporate business and uncovers five themes defining commercial performance this year — from accelerating lead qualification and improving RFP process to strengthening commercial alignment and leveraging intuitive technology.
These findings arrive at a critical moment for hotels and venues. Group and corporate buyers are more selective, planners are comparing more options, and teams are balancing tighter timelines with rising expectations for speed, clarity, and personalization.
Five Key Insights Shaping Group, Event & Corporate Sales in 2026
1. Lead Quality is Now a Primary Driver of Growth Amid Selective Demand.
Sales teams globally cite qualified demand and improved lead quality from third‑party channels as the biggest barriers to growth, named by 63% and 60% of respondents, respectively. In an environment where planners scrutinize options more closely, rapid response and clear differentiation determine competitive wins.
2. Strong Alignment Across Commercial Teams Improves Performance
Sales, revenue management, and marketing are moving toward integrated commercial models. The top two collaboration priorities by a significant margin were:
- Sharing account intelligence and demand signals, cited by 54% of respondents
- Aligning pricing, forecasting, and sales strategy, cited by 33% of respondents
The report shows that this alignment enables faster decision‑making and more cohesive planning.
3. Corporate Meetings Lead the Global Growth Opportunity
7 out of 10 sales leaders ranked corporate meetings as the #1 opportunity for 2026, followed by non-corporate marketing segments including social, military, educational, religious, and fraternal (S.M.E.R.F.) events. Sales leaders expect a balanced strategy: predictable corporate business supplemented by high‑touch social demand.
4. RFP Speed & Simplicity Are Becoming Key Advantages
Respondents highlight two urgent needs:
- Consolidating inquiries across fragmented channels
- Qualifying leads faster
Simplifying early‑stage intake remains one of the highest‑impact ways to increase win rates and eliminate operational friction.
5. Technology Expectations Center on Simplicity and Connected Insights.
More than half of sales leaders say ease of use is the most important requirement for sales technology, followed by connected data and automated workflows. Teams need tools that remove complexity, not add to it — enabling more time with clients and less time on administrative tasks.
AI’s Emerging Influence on Sales Acceleration
While adoption is still early, 86% of those surveyed said that they were already using AI. The top applications were:
- Personalizing proposals
- Generating market and competitive insights
- Researching prospects and qualifying leads
As commercial systems become more interconnected, AI will increasingly support how hotels identify, prioritize, and convert opportunities.
“In today’s environment, hotels need to move quickly, align across commercial teams, and focus on the opportunities most likely to convert,” says Iain Saxton, Senior Vice President of On-Property Solutions, Hospitality, Amadeus. “This report gives the industry a clear view into what top global sales leaders are prioritizing — and how connected intelligence and simpler workflows, available through advanced solutions such as Amadeus Delphi Sales & Catering, can unlock new levels of performance.”
Download the Report
To explore all five insights and hear directly from hotel and venue sales leaders shaping group and event business in 2026, download the Global Hotel Sales Leader Insight Report.
