Commonwealth Hotels Invests in Modern Sales Training Through Sales on Tap Community

Covington, KY & Boulder, CO — Commonwealth Hotels, one of the nation’s leading hotel management companies, has partnered with Sales on Tap, a product of Lure Agency and hospitality sales leader, Celeste Berke Knisely, to equip its sales teams with modern prospecting and new demand generation skills designed for today’s digital-first buying environment.

Through this initiative, sales leaders and property-level sellers across Commonwealth’s national portfolio are now participating in the Sales on Tap curriculum, an always-on learning community built specifically for hospitality sellers. The program combines guided training, live coaching, and peer collaboration to help hotel sales teams generate stronger pipelines, build meaningful buyer relationships, and attract more qualified group business across all segments.

As meeting planners increasingly research venues online and develop trust before submitting an RFP, traditional outbound tactics alone are no longer enough. Commonwealth Hotels recognized the need to prepare its sales teams for this shift by investing in a program that strengthens both digital presence and real-world sales conversations.

Our sales teams are relationship builders by nature, but the way those relationships begin has changed. Meeting planners are researching earlier, forming opinions faster, and engaging with people they trust online. Sales on Tap gives our teams a modern framework to show up in those conversations, share their expertise, and build meaningful connections long before the RFP arrives. Barbara Willen, Vice President of Sales at Commonwealth Hotels

At the end of the day, our responsibility is to our owners. We’re investing in our sales teams to ensure they have the tools, visibility, and confidence to drive stronger revenue performance and maximize profitability across the portfolio. Jennifer Porter, President of Commonwealth Hotels

Sales on Tap was created to help hospitality sellers adapt to a marketplace where visibility, credibility, and relationship-building increasingly happen online. The program includes a Modern Essentials curriculum, on-demand learning modules, live coaching sessions, and plug-and-play templates designed specifically for hotel group sales professionals.

For Commonwealth Hotels, the goal is simple: help its sales teams stay ahead of a rapidly evolving buyer journey while strengthening the pipeline across the company’s diverse portfolio of hotels.

“Great hotel salespeople have always been relationship builders,” said Cory Falter, Partner and CEO at Lure Agency. “Sales on Tap helps teams translate that strength into the digital world so planners can discover, trust, and engage with them long before the first inquiry arrives.”

“Hotel sales has always been about relationships, but too many teams are still relying on outdated tactics to build them,” said Celeste Berke Knisely, Sales Trainer and Co-Founder of Sales on Tap. “What Commonwealth Hotels is doing here is investing in their people in a way that actually reflects how buyers behave today. When sales teams show up with visibility, credibility, and consistency, they don’t just respond to demand; they help create it.”

Why It Matters

For hotel owners and asset managers, the strength of a property’s sales team directly impacts performance. By investing in modern training through Sales on Tap, Commonwealth Hotels is reinforcing a culture of proactive selling, continuous development, and pipeline ownership across its organization.

The result is a sales force better equipped to generate direct demand, influence buying decisions earlier in the planning cycle, and drive more consistent group business for the hotels they represent.

About Sales on Tap

Sales on Tap is a modern social-selling community built specifically for hotel group sales professionals. Through guided programs, live coaching, and plug-and-play tools, the platform helps sellers build visibility, create meaningful conversations, and attract more qualified group business without relying solely on traditional cold outreach.

Learn more at salesontap.community

About Lure Agency

At Lure Agency, we help hotel groups, hospitality brands, and vendors shake and stir sales and marketing into one aligned revenue engine.

Because pipeline doesn’t fill itself. And “hope” isn’t a strategy.

Using proven strategies and tools like the WINS Method™, Warm Prospecting™, RevlyCRM™, and Sales on Tap™, we give teams the right mix to build pipeline on purpose, engage buyers earlier, and convert more of the business that matters.

No more silos.

No more guesswork.

No more watered-down results.

Just a stronger, smarter blend for growth in an AI-driven buying world.

Lure Agency is where strategy meets the bar—crafted, measured, and built to convert.

Learn more: www.lureagency.com