The Power of Relationships Over “Check-In” Emails

Recently, I was reminded of just how important relationship building is in the hospitality and hotel sales industry.

Over lunch with a longtime friend, someone who’s also been in tourism and travel sales for many years, the topic quickly turned to the flood of emails we all receive. What stood out wasn’t the volume, but the sameness. You know the ones:

• “Just checking in…”

• “Let me know if I can assist…”

• “Can we set up a meeting to discuss?"

Note: I cringe thinking about how many of these vague emails I have sent over the years.

My friend shared how these messages often get skimmed over or ignored. Not because she doesn’t value the people reaching out, but because they’re vague, generic, and unintentionally put the work back on her already full plate. As someone with a hospitality sales background, she feels bad about it but the truth is, she just doesn’t have the bandwidth for emails that don’t add value.

Fast forward to earlier this week. We both received an invitation to tour new hotel properties in the area. The email came from someone we’ve known for nearly 20 years, a colleague from another city we may only see once a year. Yet the response was instant. Calendars were shifted, time was carved out. When I asked why, the reply was simple:

“It’s Carol. Of course I made the time for Carol.”

And that’s when the light bulb went off. Relationships change the equation in hotel and hospitality sales. It’s not just about the ask, it’s about the trust, consistency, and authenticity built over years.

This is the type of professional development, hotel networking, and sales strategy we should all strive for. While not every connection will span two decades, each interaction is a chance to build toward that kind of meaningful relationship.

Practical Tips & Takeaways for Hospitality & Hotel Sales

So how can we move from transactional outreach to meaningful connection? Here are a few lessons to apply in hospitality sales, hotel group sales, and tourism marketing:

1. Add value, don’t add work. Instead of vague “just checking in” emails, share something helpful, an article on hotel sales trends, an industry update, or even a quick insight from a site visit you attended. Give them something they can use right away.

   
   

2. Be specific. If you want to connect, make it easy. Suggest a time for a property tour, propose a topic like increasing group bookings, or explain why you’d like to meet. Eliminate the guesswork.

   
   

3. Play the long game. Relationships in hospitality aren’t built in a single transaction. Consistency matters. Even occasional, thoughtful touch points build credibility over time, the same way successful hotel partnerships are formed.

   
   

4. Celebrate and support. Recognize milestones, congratulate on achievements, and genuinely cheer on others’ successes. People remember who shows up for them, just as they remember a standout guest experience.

   
   

5. Be authentic. People can tell when you’re just working a list versus when you truly care. Authenticity builds trust and trust drives repeat bookings and long-term hotel sales success.

   
   

Final Thought

Anyone can send an email. Few can build the kind of connection where someone says, “Of course I made the time.” Whether you’re in hospitality sales, hotel sales, tourism, or travel, the difference between being ignored and being prioritized often comes down to one thing: the relationship you’ve built along the way.