What Planners Really Want... And Why Most Suppliers Miss the Mark

Here’s the truth most people won’t say out loud:

A lot of suppliers are presenting features.

Very few are presenting solutions.

Planners don’t need a property tour in PowerPoint format.

They need a strategic partner who understands their group, their goals, and the pressure they’re under to deliver results.

We’re managing limited timelines, shifting priorities, last-minute guest swaps, and expectations from every direction. When we get on a call, we’re not looking for a sales pitch. We’re looking for someone who actually makes our job easier.

What planners want is simple:

• Responsiveness and follow-through

• A clear understanding of group dynamics

• Real flexibility, not empty promises

• Transparency on limitations or policies (no surprises later)

• And above all, someone who respects our time

And yet, too often, suppliers open with room categories and spa options, without ever asking who the group is or why they’re traveling.

There’s a disconnect here.

If your sales approach is still rooted in highlighting “renovated guest rooms” and “Instagrammable views,” you’re missing the point. Those are nice to have. But they don’t move the needle.

What moves the needle?

Anticipating our needs. Asking smart questions. Helping us look good to our clients and stakeholders.

At AUTHENTIC, we work with suppliers who get it. Who understand that selling to a planner is about trust, not trendiness. It’s about service, not just aesthetics.

At the end of the day, no one remembers the room category.

They remember whether the experience worked. Whether the group felt seen.

Whether the planner slept at night.

Are you a supplier who leads with strategy, not just dazzle dazzle?

Let’s work together.

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