The Challenge
Selling to independent hotels is a tough climb for manufacturers. Unlike major hotel chains, where a single decision can open thousands of doors, independent hotels require individual wins where each one has its own decision-making process and budget constraints.
The 2025 State of Independent Lodging Report shows that independent hotels make up 28% of the U.S. market. Unlike big chains, each deal potentially secures 50 to 100 rooms, and without a standard set of rules, the process is slower and more complex.
To work through this challenge, manufacturers must stand out and show instant value with how their products matter in making guests happier and working easier while reducing costs. Without clear proof of impact, manufacturers face prolonged sales cycles and inconsistent results, making independent hotels one of the toughest markets to crack.
The Solution
Avision partnered with a top U.S. hygiene and personal care brand to implement a multi-channel lead-generation strategy utilizing a refined database of independent hotels.
- List Optimization & Segmentation – A curated list of approximately 200 hotel contacts was refined through 5-6 rounds of calls to ensure outreach efficiency. The tracking accuracy was upheld using Avision’s REVIT® system.
- Personalized Sales Outreach – Inside Sales Consultant conducted targeted phone calls, establishing direct relationships with hotel decision-makers.
- Multi-Touch Engagement – Avision combined email campaigns, phone calls, and field sales support to create a highly effective outreach process.
The Result
Through a strategic, targeted outreach initiative, Avision successfully engaged independent hospitality businesses, resulting in $110K in sales wins. The approach led to a 9 out of 10 success rate when reaching decision-makers, proving its effectiveness. Additionally, by limiting daily calls to just 10 well-qualified conversations, Avision’s Inside Sales Consultant was able to dedicate more time to each interaction while ensuring data accuracy and efficient lead tracking. This initiative set a precedent for future market expansion into resort communities in the Southeast.
Proven Impact
– $110K in Sales Wins
– 9 out of 10 Success Rate with Decision-Makers securing a trial
– Scalable Model for Future Expansion
This strategic lead-generation initiative drove immediate sales success and laid the groundwork for future market penetration, proving that a structured, high-touch sales approach can yield significant business impact in the hospitality sector.
