While securing coverage in high-volume markets is still important, real impact comes from looking beyond the basics. Jennifer Nicholas, Senior Director, Hotel Spend Management, for our Advito consultancy shares her take on what organizations should focus on this sourcing season.
When companies think about hotel sourcing, why shouldn’t they focus only on the lowest rate?
Jennifer Nicholas: Because lowest rate doesn’t always mean best value. If you only measure success by price or volume, you miss opportunities to influence traveler behavior and program adoption. A stronger strategy is about balancing cost savings with a positive traveler experience. That’s what creates sustainable results for the business.
How can data elevate a hotel program?
Jennifer: Data is the starting point. It tells you where your travelers are booking, what they prefer, and how markets differ. With that insight, you can source in the right cities, adjust for seasonal peaks, and even identify share-shift opportunities. Without the right data, you’re guessing. With it, you’re building a program that reflects reality—and travelers notice when the program matches their needs.
What should companies keep in mind during negotiations?
Jennifer: Focus on what adds real value for your travelers. Don’t negotiate perks just for appearance’s sake. For example, if most of your U.S. travelers don’t use hotel breakfasts or parking, you may be better off securing a lower rate without those extras. And remember—signing the contract is not the finish line. Monitor performance throughout the year. Hotels adjust strategies constantly, and your program should evolve with them.
Why does content accuracy matter so much?
Jennifer: Even the best deals won’t matter if they don’t show up correctly in your online booking tool. Content accuracy is essential, even the best deals won’t matter if travelers can’t find or trust them in the booking tool. Accurate, visible rates and perks drive policy compliance, better data, and stronger program adoption, leading to more value in future sourcing.
How can a travel policy support hotel sourcing?
Jennifer: A well-designed policy does more than set rules. By guiding employees toward preferred hotels and booking channels, you consolidate spend, boost compliance and strengthen your negotiating position. But it only works if it’s practical and clearly communicated. Travelers need to understand the “why,” and you need flexibility for real-world exceptions like a sold-out city. Policies should be treated as living documents—review and update them often so they continue to support both your sourcing strategy and your employees’ needs.
Once sourcing is complete, what should companies focus on?
Jennifer: Think of sourcing as the beginning, not the end. The travel landscape changes constantly—what worked a few months ago may not work today. Keep optimizing. Watch market shifts, check in with your travelers, and adjust where necessary. And don’t underestimate the traveler experience. If employees find it easy to book preferred hotels, see clear value in negotiated perks, and feel supported along the way, compliance will follow naturally. That’s when you see both savings and satisfaction.
What’s the bottom line for building a hotel program that lasts?
Jennifer: Smart hotel sourcing is a continuous, data-driven process. It starts with understanding your traveler footprint and ends with adoption. Companies that treat sourcing as an ongoing strategy—not a one-time procurement exercise—see stronger budgets, better supplier deals, and happier travelers.
That’s exactly where Advito Hotel Solutions comes in: helping organizations identify the right markets, analyze performance, negotiate with purpose, and design programs that deliver measurable savings and a better traveler experience.
Ready to strengthen your hotel sourcing strategy? Contact Advito today to get started.
