The F-Word Costing Hotels Millions In Group Sales

Описание: 1. Where does friction actually show up in the meetings & events journey—and why do most hotels miss it?

2. Why is friction so dangerous right now—and how is it quietly killing conversions?

3. What are the fastest, highest-impact moves a sales team can make today to win more business?

4. What happens when friction is removed—how does it change conversion rates, deal speed, and total revenue?

ATTENDEES:
Don Barnett, LondonHouse Chicago
Cory Falter, Lure Agency


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100-Word Summary
Hotels aren’t just losing meetings and events business… they’re quietly pushing it away. In this episode of InnSync, Cory Falter and Don Barnett break down the real “F-word” in hospitality: friction. From clunky RFP forms to slow response times and lack of transparency, today’s buyers are bouncing before hotels even get a shot. The conversation reveals how modern planners and first-time bookers expect Amazon-level ease—and what happens when hotels don’t deliver. More importantly, they unpack the exact, practical moves that are driving higher conversions, faster deal cycles, and more direct, non-commissionable revenue.

Video Description

Way too many hotels aren’t losing business.
They’re repelling it.

In this episode of InnSync, Cory Falter sits down with Don Barnett of LondonHouse Chicago to expose the real reason meetings and events revenue is slipping through the cracks.

Spoiler alert: it’s not your product.
It’s your process.

From outdated RFP experiences to missed opportunities with first-time planners, this conversation breaks down how friction shows up, why it’s deadly, and what top-performing hotels are doing differently to win.

Key Segments

00:00 – The uncomfortable truth: hotels are repelling business
00:01 – Introducing the “F-word” in meetings and events
00:02 – Your real competition isn’t other hotels
00:03 – The rise of the non-planner buyer
00:04 – Why traditional RFP forms are killing opportunity
00:05 – The simple form that increased leads by 50%
00:06 – Friction vs. trust: what buyers really feel
00:07 – How bad experiences spread fast
00:08 – Meet “Sally Sue” and the modern buyer reality
00:09 – Why traffic isn’t your problem… conversion is
00:10 – Fast, high-impact fixes to win more business
00:11 – Why response time wins deals
00:12 – Content, blogs, and answering real questions
00:13 – Follow-up that actually adds value
00:14 – The WINS Method and reducing friction fast
00:15 – FAQs, team pages, and trust signals
00:16 – Talking about pricing without scaring people off
00:17 – What happens when friction disappears
00:18 – Becoming the first call (and skipping the RFP)
00:19 – Direct leads vs. third-party RFP math
00:20 – Why direct business changes everything
00:21 – Testing, adapting, and modern buyer behavior
00:22 – Final thoughts and where to connect with Don


Key Takeaways
Make it easier to start a conversation, not harder
Speed isn’t a luxury—it’s a competitive advantage
Answer real questions before they’re asked
Show your people to build trust instantly
Reduce dependence on third parties by capturing direct demand
Test everything… because what worked 10 years ago won’t win today

If you remove friction, you don’t just improve conversion.
You become the obvious choice.

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𝗜𝗦 𝗬𝗢𝗨𝗥 𝗛𝗢𝗦𝗣𝗜𝗧𝗔𝗟𝗜𝗧𝗬 𝗦𝗔𝗟𝗘𝗦 𝗢𝗡 𝗧𝗛𝗘 𝗥𝗢𝗖𝗞𝗦?

Let’s fix the system, not just the symptoms.

At Lure Agency, we help hotel groups, hospitality brands, and vendors stop running sales and marketing in silos and start operating as one revenue engine.

Because today’s buyers aren’t waiting for your RFP response or to see you at a tradeshow.

They’re researching. Comparing. Deciding. Now, and they're using AI to help.

Long before your team even knows they exist.

Through hospitality-built strategies and tools like the WINS Method™, Warm Prospecting™, RevlyCRM™, and Sales on Tap™, we help teams:

➝ Build pipeline on purpose
➝ Identify demand before it raises its hand
➝ Nurture relationships with value, not spam
➝ Convert interest into revenue faster
➝ No more guessing who’s warm.
➝ No more chasing dead-end leads.
➝ No more disconnected systems.

Just a smarter, more proactive way to grow revenue in a world driven by AI and invisible buying behavior.

Whether you need the strategy, the system, or a team to run it with you, we meet you where you are and help you move forward.

Learn more: www.lureagency.com

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