The term “relationship data” might sound a bit intimidating at first, but it’s simpler than it seems—and far more powerful. For hotel group sales managers, it’s the key to unlocking deeper connections with clients and driving meaningful results. While traditional metrics like revenue and booking patterns are important, relationship data goes beyond the numbers. It’s about understanding what really matters to your clients and using that knowledge to build stronger, lasting partnerships. In fact, 82% of sales professionals say building relationships is the most important part of selling and the most rewarding part of their job.

Relationship data helps you see your clients as more than just entries on a spreadsheet. It captures the details that don’t always show up in standard reports, giving you insights that can take your client relationships to the next level. Sure, knowing a client’s spending patterns or booking history is useful, but it’s only part of the picture. To truly stand out, you need to dig deeper and understand the human side of the relationship.

On the business side, relationship data includes the information you collect about what works and what doesn’t—like which event packages clients love and which ones they consistently pass on. These insights allow you to fine-tune your offerings, ensuring you deliver exactly what your clients need. For instance, think about how major hotel chains use loyalty program data. If a company regularly books your meeting spaces for corporate events, you can proactively share updates about new venue features or exclusive packages tailored to their needs. This type of personalized communication keeps clients engaged and shows them you’re paying attention to what matters to them.

But it doesn’t stop there. Relationship data also captures the personal touches that make all the difference. It might be as simple as knowing the decision maker’s preferred communication style or understanding the values and mission of their organization. These details allow you to connect on a deeper level, building genuine relationships that go beyond transactions. When you take the time to show you understand what makes your clients unique, you’re no longer just another hotel—they see you as a trusted partner in their success.

The magic really happens when you combine both the business and personal sides of relationship data. Together, they create a powerful foundation for stronger, more meaningful client relationships. Instead of being just a service provider, you become an essential partner who truly understands their needs. This not only builds loyalty but also helps you close more deals and create lasting value for your clients.

Technology plays a big role in making all of this possible. Advanced, all in one sales and catering solutions like STS Cloud allow you to capture and organize client data, from emails and phone calls to meeting notes and booking histories. These systems give you a complete view of your client relationships, helping you stay on top of every detail. On top of that, tools like data analytics and dashboards make it easy to spot trends and uncover opportunities you might have missed. With the right tools, you can make smarter decisions and deliver a personalized experience that sets you apart.

The impact of relationship data goes even further. By understanding your clients’ preferences and past interactions, you can anticipate their needs and address potential concerns before they arise. This proactive approach shows clients that you’re always thinking ahead and looking out for their best interests. It also opens up opportunities to upsell and cross-sell, as you can recommend additional services or packages that align perfectly with their goals.

And don’t underestimate the value of knowing who’s who in your clients’ organizations. Relationship data helps you identify the decision-makers and influencers, ensuring your messages reach the right people at the right time. It also enables you to tailor your marketing efforts to specific client segments, making your campaigns more effective and engaging.

In the end, relationship data isn’t just about improving sales numbers—it’s about creating an exceptional client experience. When you use the insights from this data to understand and support your guests on a deeper level, you build the kind of partnerships that fuel long-term success. In today’s competitive market, that’s not just an advantage—it’s a powerful driver for your bottom line.

Mike Pavicich
Vice President of Global Sales
SalesAndCatering.com, LLC