By: Jennifer Nicholas, Senior Director, Hotel Spend Management
Crafting a successful hotel sourcing strategy goes beyond securing the lowest rates or meeting room night targets.
Today, leading companies need hotel programs that balance cost control, traveler satisfaction, and long-term value.
While fundamentals like sourcing in high-volume markets are important, real impact comes from moving beyond the basics. Here are four key areas you should consider this sourcing season:
1. Strategic sourcing starts with smart data
Without the right data, you’re left guessing. With it, you can take a strategic approach. Deep analysis of booking patterns, traveler preferences, and regional differences can help you build a program that resonates. Data can help you identify share-shift opportunities, source in the right markets, and tailor your strategy to local conditions like convention traffic or seasonal demand. Travel isn’t one-size-fits-all; your data reflects this, and so should your sourcing decisions.
2. Negotiate with purpose
Creating a cohesive and valuable program isn’t just about the hotels you choose. Avoid negotiating perks just for optics. Focus on what travelers actually use. Real value comes from understanding your traveler footprint and aligning negotiations with their needs. For example, if most U.S. travelers skip hotel breakfast and parking, negotiating lower rates without those amenities may deliver more value. And don’t stop once the deals are signed. Monitor your program throughout the year to ensure it remains relevant and valuable. Hotel revenue managers don’t take a “set and forget” approach and neither should you.
3. Content accuracy is critical
Even the best-negotiated rates and perks mean nothing if they’re not accurately reflected in your booking tool. Include content accuracy in your supplier negotiations from the start. Set expectations for rate loading, assign responsibilities, and monitor regularly. This ensures travelers always have access to your negotiated rates and trust the program.
4. Unlock negotiating power with a strategic travel policy
A strong travel policy does more than set rules, it shapes behavior and supports strategic sourcing. By guiding employees toward preferred hotels and booking channels, it consolidates spend and boosts compliance, giving you stronger leverage in supplier negotiations.
Clear communication helps travelers understand the value of the policy, increasing adoption and consistency. Flexibility for real-world scenarios like sold-out cities or urgent changes ensures the policy remains practical and traveler-friendly.
Treat the policy as a living document. Regular updates keep it aligned with market shifts and employee needs, helping you maintain influence and unlock better supplier deals.
Sourcing is just the beginning
Once hotel sourcing is complete, the real work begins: ongoing optimization. The travel landscape evolves constantly, and your program should too. What worked four months ago may not work today. Stay proactive, and treat sourcing as a continuous process not a one-time event.
And don’t forget to check in on your travelers. Traveler satisfaction is often overlooked in hotel program design, but it’s essential. A consistent, intuitive experience that helps travelers feel confident and supported will naturally drive program adoption. Your online booking tool should make preferred hotels easy to find, highlight negotiated rates and perks, and clearly flag out-of-policy options, leading to better compliance and results.
The bottom line: strategy wins
Smart hotel sourcing starts with strong data and ends with traveler adoption. Done right, it’s a strategic approach that protects budgets, supports travelers, and drives long-term value. It’s not just about delivering cost savings, it’s about creating a program that works for everyone.
Hotel sourcing isn’t just a procurement task; it’s a dynamic, data-driven strategy that shapes traveler experience and business outcomes. Keep it flexible, focused, and traveler-first. That’s where Advito Hotel Solutions comes in: helping you identify the right markets, analyse historic and current performance, negotiate with confidence, and build a program that delivers both savings and a better traveler experience. Contact our team today to get started!