What's Happening?
The 2026 RFP season in the hospitality industry is marked by significant changes, as highlighted by Joerg Schuler. Rising operating costs and evolving travel policies are reshaping the landscape, with a notable shift in traveler expectations. According
to the Travel Dreams 2026 research, 39% of hoteliers report increased demand for flexible cancellation and refund policies, while 34% see a stronger appetite for personalized experiences. These trends are not limited to leisure travelers but extend to corporate travelers as well. The RFP process now requires hotels to focus on data-driven strategies rather than just competitive rates. Hotels are encouraged to identify the right corporate accounts and travel sellers, using tools that provide insights into past account production and forward-looking demand signals. The emphasis is on maintaining visibility and engagement with travel sellers and ensuring a differentiated presence in the market.
Why It's Important?
The changes in the RFP season reflect broader shifts in the hospitality industry, where flexibility and personalization are becoming key differentiators. Hotels that adapt to these expectations are likely to gain a competitive edge. The focus on data-driven strategies allows hotels to target the right partners and optimize their offerings. This shift is crucial as corporate travel managers become more selective, driven by tighter budgets and increased scrutiny. The ability to maintain visibility and engagement with travel sellers is essential for hotels to remain competitive. The emphasis on post-season account management highlights the importance of ongoing relationships and the need for integrated commercial models. Hotels that successfully navigate these changes can enhance their profitability and strengthen their market position.
What's Next?
As the RFP season progresses, hotels will need to continue adapting to the evolving expectations of travelers. This includes maintaining rate integrity across channels and ensuring consistent engagement with key accounts. The integration of revenue management and sales teams will be critical for success, as sharing data and account intelligence becomes increasingly important. Hotels that prioritize these strategies are likely to see improved outcomes in the RFP process and beyond. The focus on flexibility, personalization, and data-driven decision-making will continue to shape the hospitality industry, influencing how hotels approach future RFP seasons.
