2026 GM Sales Leads

What’s New and What to Know

With 2026 comes an update to the GM Sales Lead program—are you ready?

Beginning in 2026, each General Manager is required to submit a minimum of three (3) qualified sales leads PER MONTH. This is a shift from prior years, when sales leads could be submitted quarterly. The goal is simple: the more qualified leads you submit, the more potential business for your hotel.

What Is a Qualified Sales Lead?

A qualified sales lead is a prospective customer that has been researched, vetted, and confirmed to have lodging needs, and is ready for the next step in the sales process of negotiation, closing, and account establishment.

Defining a Sales Lead

In simple terms, a sales lead is an individual or organization with potential interest in staying at your hotel. Building relationships with guests and local businesses ultimately drives revenue.

You may be “selling” every day without even realizing it. Instead of thinking of it as sales, think of it as keeping your eyes and ears open for opportunities during your day-to-day interactions.

Everyday Ways to Identify Sales Leads

Here are some simple ways to make an impact on sales each day:

• During check-in, ask: “What brings you to the area?”

**You may discover the guest is working on a local construction project or business assignment. Follow up with: “Do others at your company travel here as well?”

• Pay attention to company logos on guests’ clothing.

**Are they traveling for business? Could others at their company need lodging?

• Review upcoming reservations.

**Do you notice email addresses with company names?

• Stay informed through local news, online articles, or business journals.

**Are there new projects, events, or developments that could bring visitors to your area?

• Watch for new construction near your property.

**Construction crews often need extended-stay lodging.

• Are there training facilities nearby?

**Do they host out-of-town trainees who may need accommodations?

• Notice competitor activity.

**Are company vehicles staying at nearby hotels but not at your inn?

I Found a Lead—Now What?

Once you identify a potential opportunity, take the next step and dig a little deeper:

• Call the company and ask to speak with the person who arranges travel

• Ask whether reservations are handled by the company or by individual employees

• Ask what’s mos

  t important to them when choosing a hotel

• Ask if they’re working within a specific budget

• Finally, ask if they would consider staying at your hotel

Once you have gathered all the information, share the contact information (company name, contact name, phone number, and email address) and any other information you may have gathered with me. This allows us to build a relationship and potentially establish a Local Negotiated Account or Volume Plus (VP+) account.

Unqualified Sales Leads

To be considered qualified, you must have direct contact with the organization and confirmation of lodging needs. Examples of unqualified leads include:

• A photo of a company vehicle with no follow-up

• A news article about a future project with no contact made

• A local guest staying long-term without business travel needs

Sales success starts at the property level, and your daily interactions play a critical role in driving future business. By staying curious, asking thoughtful questions, and sharing qualified leads you help create new opportunities not only for your hotel, but for the entire portfolio. As we move through 2026, let’s make lead generation part of our everyday mindset. Every conversation has potential.

Looking for ways to find new leads?

Looking for ways to find new leads? 

Have you met your 6 lead quarterly quota yet? 

Reach out to your local Trucking Companies or Labor Unions!

Type of Organization	Who to Contact	Type of Incoming Travel	General Questions
Trucking Companies	Terminal Manager	Training, Overnight Haulers, Branch Affiliate Managers	Where are you currently staying?  What do you pay there? Where do you travel to? How many overnight stays do you need? What about hourly stays (check in at 7 a.m. and out by 3 p.m.)
Labor Unions	President Vice President	Special Projects in your Area	Do you have union representatives coming into town? Are there construction or special projects nearby with incoming laborers? Do you have a place to display hotel information? (online or in office)

SALES SUPERSTAR

Jamie Lynn Bryant at #289 South Deerfield

Jamie is having a great year finding sales leads. When asked about her secret to success, it’s that she is very hands-on with property level sales. Jamie is often at the front desk or in the lobby at peak times to talk with guests. By asking, “what brings you to the area”, she can quickly identify business travelers and can ask follow-up questions about their needs and stay pattern. She also recognizes return customers and can find other opportunities to increase revenue, such as local events that may have annual needs.

Jamie submits her leads with a company name, contact person, phone number, and email address most of the time, along with a couple of bullet points about the lead. A few examples are:

• Company will need 4 rooms for 6 months and will pay for all rooms (UCC interest)

• I quoted $XX.XX rate to secure the rooms under the contact’s name.

• Annual event at Fairgrounds. They would like an account set up to advertise us on their website and in email blasts to attendees. May be able to get vendors, too.

Best of all, Jamie is demonstrating her sales prowess in front of her team.  Jamie’s team knows who their RDSM is and how to reach her if they receive an urgent lead. She ensures sales lead forms are available for guidance and is leading by example.

Thank you, Jamie Lynn, for your support!