Driving Success with Integrated Sales & Catering Systems

Today, in hotel sales and catering, offering a smooth and personalized guest experience is more important than ever. Integrated systems are now the backbone of successful sales teams, helping them meet guest expectations and stay ahead of the competition. We asked Kate Kennedy from Tripleseat, Mike Pavicich from salesandcatering.com, Alexandra Hoag from Thynk and Bob Graham from Event Temple what we need to know about these systems in 2025!

As Mike Pavicich shares, "We’ve heard from both our hotel and venue clients that RFP volume is down slightly year-over-year. The already tight booking window is shrinking even further, with many meetings and events being planned less than 60 days in advance. The key trend is that when planners get the go-ahead for a meeting or event, they’re moving at lightning speed." This trend of shortening timelines has made responsiveness and speed even more critical in today’s competitive market.

Why Integration Matters for Modern Bookings

As hotel guests demand more customization, sales and catering teams are leaning heavily on technology to stay competitive. “What I have found is that many of the brands are investing heavily in centralizing their data and defining one view of their guest through a CRM,” explains Alexandra Hoag, Head of Sales at Thynk. “This enables hoteliers to proactively run their sales with a lens on profitability and engage their guests in new ways.”

As Kate Kennedy from TripleSeat points out, digital-first is the future. "The market heavily favors digital interactions," she says. Virtual tours and online booking platforms are now the norm, and personalization at scale is essential. This requires tools that can leverage data to create customized experiences for every guest and event.

Bob Graham, CEO of Event Temple explains that integrations also save time by reducing manual data entry, speeding up response times, and providing a holistic view of business operations. This allows leaner teams to maintain high service standards with fewer resources. Automation and connected systems are no longer optional—they are essential for delivering flawless execution at scale.

Graham emphasizes the importance further, by sharing that "in today’s dynamic hospitality landscape, Sales & Catering systems must be more than functional—they need to be flexible and future-ready. A well-documented, open API and Zapier integration are critical for hotel groups and chains to extend system functionality as their needs evolve. Best-in-class integrations with essential platforms—like Property Management Systems, above-property reporting and BI tools, above-property CRMs, GSO technology and lead sources—aren’t just nice to have, they’re essential. What makes a system truly future-proof is its ability to grow and adapt through seamless, scalable integrations and a well-documented, open API."

Meeting Guest Expectations: The Role of Real-Time Data

Today’s guests expect responsiveness. Real-time communication is crucial, and integrated systems allow sales managers to provide instant replies and proactive solutions. According to Kennedy, systems that automate routine tasks free up time for sales teams to focus on creating tailored experiences. This shift toward automation is key, as it helps sales teams streamline their processes, ensuring that they can respond to clients quickly while still offering personalized service. "Sales teams can use their CRM as a hub for data integrations, enabling automation that leads to better profitability and guest engagement," Hoag adds.

Staying Ahead of Evolving Demands

Customer demands have shifted. Hybrid events, sustainability concerns, and a desire for highly flexible, customized experiences are all on the rise. "Standard packages have given way to personalized experiences," says Kennedy, highlighting the need for integrated platforms to manage these dynamic requests.

Additionally, as Hoag notes, integration is essential for smooth execution: “Once you have a unified view of your guests, it gives you the time to create exceptional experiences. Integration ensures all teams are on the same page, minimizing errors and allowing for dynamic, real-time updates.”

The Future of Sales & Catering

As Mike Pavicich reminds us, “Planners today expect immediate response times, but they also want comprehensive details about the events they’re considering, such as room rates, F&B minimums, and meeting space availability. Sales managers are securing business by being the first to respond with complete, detailed information.” This trend underscores the growing need for integrated systems that allow hotels and venues to respond quickly to requests and ensure a smooth, efficient planning process, especially with tighter booking windows. By centralizing guest data and automating processes, hotels can not only improve operational efficiency but also foster stronger guest loyalty. As technology continues to advance, those who invest in smart, integrated solutions will be well-positioned to lead in this competitive market.

About Affixify

Affixify is a technology due diligence platform designed specifically for hoteliers. Our platform helps hotel professionals quickly and efficiently compare a wide range of technology vendors to find the best solutions for their unique needs. With an unbiased approach and a comprehensive database of hotel technology platforms, Affixify ensures that hoteliers can make informed decisions and select the right technology to drive their business forward. We understand that no single solution fits all, and we’re here to help you find the perfect tech fit for your hotel. To learn more, get in touch with us at www.getaffixify.com