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, according to the new Global Hotel Sales Leader Insight Report by Amadeus.
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.
Group and corporate buyers are becoming more selective, planners are comparing more options and teams are balancing tighter timelines with rising expectations for speed, clarity and personalization.
Here are five key insights shaping group, event and corporate sales in 2026:
1. Lead quality, a primary driver of growth
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 performanceÂ
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 advantagesÂ
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. Â
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
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, SVP 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.”