How AI is reshaping sales coaching in hospitality

What embedding feedback into daily workflows means for performance, retention, and transformation

This case study of Expedia Group’s use of an AI-platform shows how generative tools can move professional development from occasional training events to integrated, continuously improving systems. By embedding coaching into everyday sales operations, the company has improved performance, efficiency, and insight.

Key takeaways

• Embedded AI feedback works: Expedia’s Zoom Revenue Accelerator (ZRA) is integrated into core sales processes—analyzing conversations, surfacing coaching points, automating post-call follow-ups—so that learning happens during the work rather than outside of it.
• Measurable impact on time and effort: Managers save significant time (84% report at least one hour per week), and post-call admin is cut by over two minutes per call, freeing capacity for higher-value tasks.
• Improved coaching quality and seller confidence: Feedback becomes specific and data-driven with patterns identified (e.g. objection handling, tone, behavior), boosting both coaching capability (83% of managers) and confidence/close rates among sales reps (70%).
• Small gains scale into significant revenue: Small improvements—like a 0.3% increase in pitch success—look modest in isolation but add up substantially across a large, global sales organization.
• Path from experiment to culture: Expedia didn’t just test AI tools—they treated development as infrastructure, invested in manager capability, defined and measured behaviors, and made learning part of daily routines.
• Actionable steps for leaders: Suggestions include auditing friction in workflows, experimenting with small AI tools (e.g. transcription/summarization), tracking behavior and feedback, and connecting learning outcomes to business metrics.

Get the full report at HSMAI