Phase 3: Solicitation

Start from Your Current Program

Use your existing preferred program as a base. From there, remove markets that no longer meet your volume thresholds, add markets where you are seeing new travel patterns, and incorporate volunteer properties that have made a compelling business case. The solicitation list is not a starting point for exploration—it is the output of all the preparation work done in Phase 1 and Phase 2.

Keep the List Manageable

Over-soliciting is a common mistake. Every hotel on your solicitation list represents a commitment of your team’s time across bid review, evaluation, and potential negotiation. A condensed, purposeful list also signals program value to suppliers—when preferred status is exclusive, suppliers compete harder for it. Soliciting hundreds of properties dilutes the value of your program and burdens suppliers with unproductive work.

Launch All Bids Simultaneously

Best practice is to send all solicitation invitations at the same time. Staggered launches create inconsistent deadlines, complicate timeline management, and make market-level bid comparisons harder. A simultaneous launch creates a fair, organized process.

Construct a Clear, Informative RFP

A well-constructed RFP document should include: 

• Program overview: company background, travel volume, top destination markets
• Rate structure requirements: fixed, dynamic, or hybrid; LRA/NLRA preferences
• Minimum amenity requirements (Wi-Fi, parking, breakfast, fitness center, etc.)
• Cancellation and billing policy requirements
• Program timeline with all key deadlines
• Evaluation criteria: will selection be based on rate alone, or a balanced scorecard?
• Contact information for questions

Review the Entire RFP Document

Buyers invest significant effort in preparing their RFP documents. They contain detailed information about program priorities, evaluation criteria, and what “winning” the bid actually means for this account. Hotels that read and understand these requirements submit considerably stronger bids. Review every attachment. Understand what the buyer values before crafting your response.

Always Submit—Even When Requirements Are Challenging

When a buyer includes you on their solicitation list, they have expressed interest in your property. Declining a bid closes that door completely. Instead, submit a bid and use the comments field to explain your position, offer alternatives, and demonstrate that you have read the buyer’s program goals. A thoughtful submission with constraints noted is far more valuable than silence.

GAMs: Advocate for Your Hotels

When a hotel that was previously in the program is not solicited, it falls to the GAM to investigate why. If the reason is volume—the property didn’t track or earn enough room nights from that account—that’s a signal for the hotel to work the account more proactively. If there’s a case for inclusion, the GAM should engage the buyer in a constructive conversation.