Sales & Revenue Glossary for Modern Hotel Teams

A comprehensive glossary covering Hotel AI Sales Agent concepts, inquiry management, proposal automation, engagement tracking, and revenue performance metrics.

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Table of content

a b c d e f g h i j k l m n o p q r s t u v w x y z

20-Minute Revenue Audit

A structured review of where group revenue leaks across intake, response, proposal and follow-up.

4-Stage Leak Analysis

Framework mapping where response time leaks: intake & routing, information gathering, proposal creation, system integration.

Admin Burden

ADR (Average Daily Rate)

Average revenue per occupied room; group ADR discipline erodes when proposals are priced manually under time pressure.

Agentic Workflow

Multiple specialised AI agents each owning one step of a process and handing off to the next, completing a task end-to-end.

AI Sales Agent

AI Trust Gap

The gap between stated trust in AI (~6.6/10) and actual reliance on it (~4.7/10) among hoteliers.

Answer Rate

Share of inbound RFPs a hotel actually responds to. Roughly 55% of hotel RFPs go unanswered industry-wide.

Attrition Clause

Contract term defining how many rooms in a group block a planner can release without penalty.

BEO (Banquet Event Order)

Operational document specifying every detail of a group's event; BEO review is one of the tasks that pulls sellers off live RFPs.

Boutique & Independent Hotels

Buyer–Seller AI Capability Gap

Planners have published AI guidance and use it; sellers mostly have a blank chat window. The asymmetry drives lost business.

Capture → Convert → Grow

The three stages a group deal actually moves through, and the structure the platform is organized around.

Comp Set

The competitive set a property is benchmarked against for RevPAR Index and RGI.

Concessions

Non-rate value given to close a group deal — comped rooms, waived fees, upgraded space.

Cvent

The dominant sourcing platform planners use to distribute RFPs to hotels; one of several fragmented intake channels.

DOSM

Director of Sales & Marketing — the role accountable for group revenue and pipeline at a property.

Engagement Agent

Engagement Signals

Observable planner behaviour on a live proposal — opens, section views, revisits — used to time follow-up.

Execution Gap

F&B Minimum

The contractual food-and-beverage spend a group commits to; a core RFP variable and common manual-entry error source.

First Responder Advantage

The measurable edge held by whoever replies first; it sets the psychological anchor competitors are compared against.

Full-Service Hotels

Group Block / Room Block

The set of rooms held for a group at a negotiated rate — the spine of any group proposal.

Hippo Mate

HITEC

The hospitality technology industry's flagship annual conference.

HMC (Hotel Management Company)

An operator running sales and operations across a portfolio of properties.

Layered Intelligence

Lead Catcher Agent

Lead Routing

Automatic assignment of an inbound RFP to the right seller by segment, territory or availability.

Lead Scoring

Ranking inbound inquiries against the ideal customer profile by fit, urgency and budget signal.

Living Proposal

A proposal built around the planner's actual RFP that stays interactive and trackable after it's sent.

MICE

Meetings, Incentives, Conferences and Exhibitions — the core segments of hotel group business.

NOI (Net Operating Income)

The profit metric hotel owners are measured on; captured group demand flows to NOI without added headcount.

Order-Taker (vs Hunter)

A seller who processes inbound as it arrives rather than prospecting new business — roughly 70% of hotel sellers today.

PMS (Property Management System)

System of record for rooms, rates and availability; the source of truth a proposal needs but not built to move a deal.

Proposal Automation

Prospect Intelligence

Everything gathered about an account before a proposal is written — history, comp-set position, planner context.

Resort Properties

Revenue Capture Platform

A system of execution that sits on top of a hotel's PMS, CRM and RMS and runs the deal motion between them.

Revenue Leakage

RevPAR

Revenue per available room — occupancy multiplied by ADR; the headline metric a GM is measured on.

RFP (Request for Proposal)

The formal inquiry a planner sends specifying dates, room block, meeting space and F&B needs.

RFP Response Agent

RFP Response Time

RGI (Revenue Generation Index)

A hotel's RevPAR relative to its comp set. Because RGI is relative, first-mover response-speed gains are a real but temporary edge.

RMS (Revenue Management System)

The system that sets and optimises rate; a Revenue Capture Platform reads from it but does not replace it.

Sales Drudgery

Sales & Marketing Agent

Second Wave AI

The shift from AI as an isolated, human-supervised tool to AI trusted to own a multi-step workflow.

Select-Service Hotels

SMERF

Social, Military, Educational, Religious and Fraternal — group segments often abandoned as 'too small to chase.'

Speed-to-Lead

Elapsed time between a prospect's inquiry and the seller's response. Responding within 5 minutes dramatically improves qualification odds.

Speed vs Quality Myth

The belief that a fast response must be generic. Planners define quality as accurate, transparent and on time.

Speed Wins Playbook

The framework for closing the gap between a four-day response delay and a same-day response.

System of Record vs System of Execution

A CRM/PMS records what happened; a system of execution moves the deal between them. The gap is where revenue leaks.

Win Rate

Share of responded RFPs that convert; speed, completeness and follow-through compound into it.

★ 6-Week Pilot

Run Hippo Rev free for 6 weeks and watch it capture, respond to, and win real group deals before you pay a cent.

Run Hippo Rev free for 6 weeks and watch it win real group deals before you pay a cent.

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