How to Grow Hotel Sales and Catering Leads

As a hotelier, you require new leads to positively impact the growth of group sales and catering. Whether you’re new to group business or a seasoned pro, strategically growing and managing your hotel’s sales and catering operations can drive significant revenue, expand your customer base, and encourage repeat bookings. Now is the time to put lead generation initiatives for your property in place. Let’s explore the potential of this high-value revenue stream and cover some best practices to help you attract and grow your group and catering business.

What is Hotel Events and Group Business?

Hotel events and group business refers to the segment of hospitality focused on hosting gatherings that involve multiple guests or attendees, often booked together as a single unit. This includes everything from corporate meetings, conferences, and trade shows to weddings, reunions, tour groups, and social celebrations.

These bookings typically require a combination of guest room blocks, event spaces, catering services, and sometimes AV or logistical support. For hotels, this type of business is not only a major revenue driver—it also helps fill rooms during off-peak times and builds relationships that lead to long-term partnerships and repeat bookings.

Why is Hotel Events and Group Business Important?

Hotel events and group business are important for several key reasons:

1. High Revenue Potential
   Group bookings often involve multiple room nights, event space rentals, catering, and additional services—making them significantly more profitable than individual leisure or business stays.
2. Year-Round Demand
   Unlike seasonal leisure travel, group and event business can help fill rooms and event spaces during shoulder or off-peak seasons, stabilizing revenue throughout the year.
3. Stronger Guest Loyalty
   Hosting successful events creates positive experiences that can lead to repeat business, not only from organizers but also from attendees who may return as individual guests or bring future events.
4. Efficient Sales Strategy
   One group booking can represent dozens—or even hundreds—of guests, making it a more efficient use of your sales and marketing resources compared to pursuing individual reservations.
5. Brand Exposure and Partnerships
   Events hosted at your hotel can boost visibility, generate referrals, and open doors to long-term partnerships with businesses, associations, or social groups.
6. Cross-Department Impact
   Group business benefits multiple areas of the hotel—rooms, food and beverage, spa services, and more—enhancing overall profitability and operational synergy.

In short, hotel events and group business are essential for driving consistent, diversified, and scalable growth.

How to Grow Hotel Events and Group Business

For this purpose, we created this handbook to support your property’s financial success by showing you clear methods to increase incoming leads for group bookings and catering. 

The handbook covers:

• The top approaches to market your hotel group business
• Factors on your website that really impact sales
• Best ways to promote groups and catering on social media
• Tips to make your venue directory listing stand out
• Lead management platform features you should be leveraging

Download How to Grow Hotel Sales and Catering Leads here.

Drive More Leads and Increase Group Sales and Catering 

If you’re interested in generating more leads to grow and manage your group sales and catering, learn more about Tripleseat’s event management features. From hotel room blocks to booking event function spaces and growing banquet revenues, use one tool with Tripleseat Hotels. Schedule a demo to learn more.

Heather Apse

As a content writer for Tripleseat, Heather channels her industry expertise into crafting insightful, actionable resources for hospitality professionals. Her background in hospitality includes hands-on experience as a hostess, busser, and waitress during her college years and she holds a deep appreciation for the nuances of restaurant and venue event operations. When she’s not immersed in research or writing, Heather is adventuring outdoors with her three energetic sons and their lively, larger-than-life dog. Connect with Heather on LinkedIn.