Hotel Sales Tech: Are You Getting What You’re Paying For? | By Mike Pavicich

Across the hospitality industry, technology budgets continue to grow — and hotel sales is no exception. But there’s a troubling pattern I keep seeing: decisions are being made based on long feature lists instead of a simple question — “Will this actually help us sell better?”

Some assume rising tech spend is just part of operating in today’s digital world. But that spend should come with results. If your sales effectiveness isn't improving in step with your investment, it's time to take a closer look.

The Hidden Cost of Misaligned Tech

I recently sat down with a senior sales leader from a major hotel group. She had just wrapped up a tech audit and was floored by the numbers.

We’re spending more than ever on our sales and event system — but my team’s still bogged down in admin, and conversions haven’t improved.

Unfortunately, she’s not alone. I hear similar stories all the time. The issue isn’t just finding technology — it’s finding the right technology for your business model, your team, and your goals.

What Matters More Than Features

Through hundreds of conversations with hotel leaders, a few themes consistently separate successful tech investments from the rest:

• User Adoption Is Critical Even the most powerful system is useless if your team doesn’t use it. Choose tools that work with your processes, not against them.
• Transparency Over Surprise Look for pricing models that include everything — implementation, training, support — without hidden fees or unpredictable user charges.
• Scalable Without Penalty As your business grows, your tech should scale easily — without punishing you for adding users or properties.
• Built to Integrate Your sales system should connect smoothly with your PMS, CRM, RMS, and beyond. Silos cost time and money.

Time for a Reality Check on ROI

More hotels are shifting the conversation from features to value — and the results speak for themselves. I've seen properties reduce tech spend by over 40% while improving performance. The difference? Choosing platforms that actually match their needs, not just the flashiest pitch.

What works:

• Transparent, all-in pricing models
• Unlimited user access to encourage collaboration
• Real product improvements based on customer input
• Ongoing support that solves problems, not just closes tickets

No One-Size-Fits-All Solution

A boutique hotel and a large convention property require a different set of tools. The right solution is the one that:

• Fits your operation’s complexity
• Aligns with your workflows
• Enables team collaboration without adding costs
• Supports long-term growth with continuous improvements
• Comes with references you can trust

Look for partners who are in it for the long haul — who build for customers, not investors.

Smarter, Not Just More

Tight budgets and shifting expectations have created an opening: an opportunity to reset how we think about technology. Hotels that are taking a strategic approach — reassessing partnerships, rightsizing spend, and focusing on ROI — are getting better results with fewer headaches.

The goal isn’t to have more technology. It’s to have the right hotel event management technology — tools that truly support your sales team and improve the guest experience.

Let’s Keep the Conversation Going

I’d love to hear your experiences with hotel sales tech. What’s working? What’s falling short? If you're reevaluating your tools or just trying to get more from what you already have, let’s connect.