I have always been intrigued by the less known evolution of the corporate Online Booking Tool (OBT) and decided to have a closer look – and what this evolution means for the future of hotel sales teams.
Here are some findings and takeaways!
A brief history of the OBT evolution
In the early 2000’s, online booking tools (OBTs) were just getting started but hadn’t gained much traction yet.
The 2008 financial crisis changed that, as companies focused on cutting costs. This led to a big push for travellers to move from agent-assisted bookings to OBTs, with tools promoting cost-conscious behaviour.
In the following decade, OBTs grew more advanced, adding personalised recommendations, sustainability messaging, and smarter decision-making tools. However, they still lagged behind consumer travel platforms like OTAs in usability, frustrating some users.
During the pandemic (2020-2021), business travel came to a halt, and OBTs adapted by integrating Covid-19-related information, such as travel restrictions and health requirements. The focus shifted to traveller health, safety, and compliance with stricter travel policies.
Post pandemic, as travel rebounded, hybrid work models created new challenges for OBTs to adapt to diverse corporate travel strategies. Companies wanted easier-to-use platforms, better data integration, and more flexibility, with some even building their own tools.
Looking ahead, OBTs will continue evolving with AI, machine learning, and greater integration into corporate systems. Sustainability and traveller well-being will take centre stage, and custom built models may disrupt the traditional OBT market entirely.
Key Impacts on Hotel Industry and Sales Teams:
- Shift in Relationship Management
- Traditional direct relationships between hotel sales teams and corporate travel managers have been diminished
- Less personal interaction during the booking process
- Need to influence decisions through digital channels and content
- Reduced opportunity for personal upselling and relationship-building
- Content and Rate Distribution Changes
- Hotels must ensure their content is properly displayed and up-to-date across multiple OBT platforms
- Need for real-time rate and inventory management
- Importance of maintaining rate consistency across channels. Otherwise it maybe an OTA rate that gets booked if it is lower than the contracted rate.
- Required integration with various OBT systems and content aggregators
- Data and Analytics Focus
- Increased need for sophisticated data analysis capabilities
- Requirement to provide detailed reporting for corporate clients
- Need to track and analyse booking patterns through OBTs
- Important to understand “visual guilt”* factors affecting booking decisions
*”Visual guilt” helps in designing effective OBT interfaces that nudge travellers towards cost-effective choices. It can be leveraged to reduce overall travel spend without implementing rigid policies. And it supports the business case for implementing and promoting the use of OBTs within companies.
- Policy Compliance and Programme Integration
- Hotels must align with corporate travel policies built into OBTs
- Need to understand and work within automated approval workflows
- Integration with corporate sustainability goals and reporting – an increasingly critical factor
- Adaptation to stricter booking policies and reduced leakage
What Hotel Teams Should Prepare For:
Technology Integration
- Invest in systems that can integrate with multiple OBT platforms
- Develop capabilities to provide real-time content and rates
- Ensure proper distribution of amenities and property information
- Prepare for increased automation in contracting and pricing
Data Capabilities
- Build stronger analytics capabilities to understand booking patterns
- Develop ability to provide detailed sustainability metrics
- Create systems to track and report on duty of care requirements
- Implement tools to measure and demonstrate value proposition
Sales Strategy Evolution
- Develop digital-first sales strategies that complement OBT channels
- Create content that influences decisions at the point of booking
- Build relationships with OBT providers* and content aggregators
- Focus on total program value rather than just rate negotiations
*includes companies like Navan, Travelperk, Deem (Travelport), GetThere (Sabre), Cytric (Amadeus), Concur Travel (SAP)
Future-Focused Initiatives
- Prepare for AI and machine learning integration
- Develop sustainability programs and reporting
- Create flexible options for hybrid work models
- Build capabilities for integration with emerging platforms
Relationship Management
- Continue to explore new ways to maintain corporate relationships by understanding evolving needs
- Create digital touch points throughout the customer journey
- Focus on programme-level value rather than individual bookings
- Build relationships with technology decision makers
Product Development
- Create products and services that align with new working models eg: Bleisure
- Develop packages that address duty of care requirements
- Build flexibility into rate structures and terms
- Create differentiated offerings that stand out in OBT displays – test and learn
To succeed in this evolving landscape, hotel sales teams need to:
- Become more technically savvy
- Develop stronger data analysis capabilities
- Focus on programme-level relationships
- Create compelling digital content
- Build flexible product offerings
- Understand and adapt to changing corporate priorities
The future will require a hybrid approach that combines traditional relationship management skills with technical expertise and data-driven decision making.
The world of sales and distribution is increasingly converging on all fronts whether it is in corporate booking platforms, wholesaler distribution or group booking tools.
