In-house trainingHotel Sales & MICE

Hotel Sales & MICE: Win More Corporate and Event Business

By the end of the course, your team qualifies leads before spending hours on them, runs site visits that sell, and negotiates contracts that protect the hotel while still closing the booking.

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Hotel Sales & MICE course cover
Key Outcomes
Prospect corporate accounts with a reason to call
E.g., build a list of 30 target accounts (HR and training teams, event agencies, associations), each with a call opener tied to their likely next event.
Qualify before bidding
E.g., a four-question check (budget, dates, decision-maker, competing venues) that decides bid or no-bid on an RFP.
Run a site visit that sells
E.g., walk the planner's event flow from arrival to breakout rooms, AV and a food tasting. In a 2004 US survey, 99% of planners checked the meeting space and 69% sampled the food.
Negotiate and close using SPIN questions and principled negotiation
E.g., ask "What would you change about last year's conference?", then trade a fair attrition level and F&B minimum against a waived room-hire fee, instead of discounting.

Why teams need this

Hotel sales teams answer every RFP as fast as they can and still lose most of them. One industry article (Knowland, 2022) says most hotels close only 5–7% of RFPs, even though many believe the first three responders win 80% of the time. The opportunity is real: in a 2026 Amadeus survey of 315+ hotel and venue sales leaders, 7 in 10 ranked corporate meetings as their #1 opportunity. In Malaysia, MyCEB has secured 416 local events through 2030, worth an estimated RM3.98 billion (The Star, 19 September 2026). Yet 63% of those leaders said finding qualified demand is a growth barrier.

Group work
Teams get one event brief (e.g., a 200-person dinner plus a two-day training for 60), build the proposal and pricing package, then sort three mock RFPs into bid or no-bid.
Role-play
Three scenarios. A SPIN discovery call with a planner who gives short answers, a site visit, and a negotiation where the planner asks for no attrition and a lower F&B minimum.
Contract terms are explained in plain language, with attrition, cut-off dates and F&B minimums practised on real examples.

Your meeting spaces, capacities, seasonality, package structure and current corporate base shape the content. We use your real (anonymised) enquiries for the drills.

HRDC/HRDF training that builds confidence and drives growth.

Tell us what your team is facing. We will come back with a plan built around it.

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