In today’s hospitality landscape, commercial success isn’t just about having the right strategy — it’s about getting everyone to believe in it. At a recent HSMAI Commercial Strategy Conference roundtable, industry leaders from Hilton, Accor, Sofitel, and more gathered to dissect the art of influencing stakeholders, especially in complex operating environments like franchised hotels.

The Franchise Factor: Coaching Without Command

One key insight came from leaders managing franchise portfolios. Unlike managed properties, franchised hotels operate independently, requiring corporate teams to “coach without command.” The power lies not in authority, but in influence — which means strategies must be sold, not told.

Success in this space often hinges on storytelling. Sharing local case studies, letting GMs become champions of change, and proving tangible results go much further than corporate mandates. As one participant put it, “If you can sell the strategy, the numbers will follow.”

Tech Adoption: The Reluctant Frontier

Many participants cited technology adoption as a persistent hurdle. While head offices may push standardized tech stacks, buy-in at the hotel level remains tricky. The consensus? Advocacy works better than authority. When one GM shares real ROI from a new tool, others are more likely to follow. Data helps—but relationships seal the deal.

Raising Revenue Voices

Commercial leaders stressed that revenue managers and marketers must be trained not just in tools and tactics, but in communication and leadership. “You can’t drive strategy if no one listens,” said one director. Influence, they argued, is a leadership skill that needs to be nurtured early — especially since these teams often need to convince stakeholders without direct authority.

Customize or Standardize?

Another tension emerged between customization and brand consistency. Tech vendors and local hotel teams crave flexibility; brand managers seek alignment. Striking the right balance means understanding micro vs. macro priorities — and aligning goals across levels. If every stakeholder doesn’t see “what’s in it for me,” strategies falter.

The Takeaway: Influence is the New Currency

Whether it’s aligning owners, training teams, or pushing new tech, commercial success today is built on influence. Hoteliers must blend data, empathy, timing, and storytelling to create alignment. After all, a great strategy is only as strong as the people who believe in it.