What's Happening?
The 2026 Request for Proposal (RFP) season in the hospitality industry is marked by significant changes compared to previous years. Rising operating costs, evolving travel policies, and shifting demand dynamics are reshaping how hotels approach RFPs.
According to Joerg Schuler, Executive Vice President of Hospitality Commercial at Amadeus, there is a growing demand for flexible cancellation and refund policies, with 39% of hoteliers noting this trend. Additionally, 34% of hoteliers report an increased appetite for personalized experiences among travelers. These trends are not limited to leisure travel but extend to corporate travel as well. Hotels are encouraged to adopt a data-driven approach to identify and target the right corporate accounts and travel sellers, rather than focusing solely on pricing. This involves using tools to analyze past account production and forward-looking demand signals to make informed decisions.
Why It's Important?
The changes in the 2026 RFP season have significant implications for the hospitality industry. Hotels that adapt to these new demands by offering flexibility and personalization are likely to gain a competitive edge. The emphasis on data-driven decision-making highlights the importance of understanding market realities and traveler needs. This shift could lead to more strategic partnerships and improved profitability for hotels that successfully navigate the RFP process. The focus on maintaining rate integrity and consistent account management post-RFP season underscores the need for ongoing engagement with corporate clients. As hotels face tighter budgets and increased scrutiny from corporate travel managers, those that can demonstrate a clear understanding of business traveler needs and maintain visibility in key channels will likely succeed.
What's Next?
Hotels are expected to continue refining their strategies to meet the evolving demands of the RFP season. This includes enhancing their data analytics capabilities to better identify and qualify leads, as well as maintaining a strong presence in the channels used by corporate buyers. The integration of revenue management and sales teams to share data and account intelligence is seen as critical for success. As the RFP season progresses, hotels will need to focus on building long-term relationships with corporate clients, ensuring that negotiated rates are consistently applied across all channels, and addressing any underperformance in account production promptly. The ongoing management of these relationships will be crucial in maximizing the value of RFP agreements.
