From TrueTour to SalesHub: How DoubleTree Cedar Rapids Stands Out and Increases Closing Rates

Nestled in the heart of downtown Cedar Rapids, Iowa, the DoubleTree by Hilton Hotel Cedar Rapids Convention Complex stands as a premier destination for both business and leisure travelers.

With 267 well-appointed guest rooms and an expansive 80,000 square feet of versatile meeting and exhibition space, the hotel seamlessly integrates with the Alliant Energy PowerHouse, a 9,000-seat sports and entertainment arena. This strategic location offers guests panoramic views of the Cedar River and convenient access to the city’s vibrant cultural scene, including the nearby Cedar Rapids Museum of Art and Paramount Theatre.

Leading the sales and marketing efforts is Susan P. Koch, the hotel’s DOSM. With over a decade of experience at the property, Susan has been instrumental in cultivating a diverse clientele. The hotel serves a wide range of guests, including corporate travelers, international delegations, politicians, sports teams, and religious groups. According to Susan, a significant portion of its business comes from the SMERF segment (Social, Military, Educational, Religious, and Fraternal), accounting for approximately 60% of group bookings. This includes notable partnerships with organizations such as the NCAA and NJCAA, further solidifying the hotel’s reputation as a trusted partner for group events.

Our unique combination of extensive meeting space and intimate guest accommodations allows us to offer personalized experiences to a wide range of clients.

Marketing and sales excel with a variety of booking channels, including Cvent, Meeting Broker, Hilton Worldwide Sales, Hilton Direct, among others. These channels effectively complement the direct sales efforts of Susan’s team, which consists of two catering sales members, a sales coordinator, and Susan herself, all supported by the events team.

While staying committed to her loyal local clients, Susan is also focused on strategically expanding into new markets and Visiting Media’s platform has played a pivotal role in achieving this goal.

Situation

The DoubleTree Cedar Rapids, a Visiting Media customer since early 2022, began transitioning from TrueTour to the more advanced SalesHub in early 2025, following Hilton’s recommendation.

While the migration was not initially accounted for in the team’s budget, Visiting Media’s sales team ensured a seamless and efficient process. This upgrade aims to elevate the hotel’s virtual presentation capabilities and channel distribution, enabling more personalized and interactive experiences for prospective clients.

Transitioning to SalesHub provided the DoubleTree Cedar Rapids with a suite of enhanced features that significantly improved their sales and marketing strategies.

Enhanced Customization and User Experience

While TrueTour has been extremely helpful to guide prospects into the property, SalesHub takes it a step further. Its intuitive interface empowers the sales team to customize virtual tours based on each client’s specific needs, simplifying presentations by including only relevant assets. Additionally, it streamlines the process of sharing and linking to RFPs, making the entire experience more efficient and user-friendly.

I like the fact that you can customize it for customers so that if they don’t want to see your whole hotel, you can send only what they need.

Integrated Analytics and Engagement Tracking

While still a new feature to the team, Susan quickly recognizes the value of the platform’s analytics capabilities. This feature allows the team to effectively track client interactions, offering valuable insights into engagement levels and interests. Additionally, the analytics help her monitor her team’s use of SalesHub, aligning with standard practices for similar software solutions.

I’m genuinely excited about this. For one, it will give me valuable insight into who’s using the tool the most. Of course, a tool is only as effective as the way it’s utilized. Additionally, this will be a great way to track customer engagement and gain a clearer understanding of how the tool is driving results.

Big Win and Measurable ROI

Susan is thrilled with this year’s sales performance, noting a 20% increase in close rates. While she cannot attribute every sale directly to SaleHub, she is confident the platform has significantly impacted the sales process. By enabling her team to stand out from competitors and offer something unique, SaleHub has helped attract prospective customers, secure site tours, and even close deals remotely.

This year we’ve seen about a 20% increase in closure rate… we’re up to about 43% which is pretty good, especially compared to Hilton’s average closing rate. And we had two major groups contracts, for example, that I don’t think would have even had looked at us if it wasn’t for the tour we sent them.

One example of SalesHub’s impact was the successful acquisition of a substantial corporate group in August—a typically slow month for the hotel. The client, unable to visit in person, was presented with a customized virtual tour through SalesHub, which played a pivotal role in their decision-making process.

Because of that tour, they brought a team here to visit us… and we closed the client. It’s a sizeable impact to us – approximately $170,000 for a need month.

In total, the return on investment has been exceptional according to her.

Summary

The transition from TrueTour to SalesHub has proven to be a game-changer for the DoubleTree Cedar Rapids, empowering Susan and her team to enhance even more their sales strategies, improve client engagement, and achieve measurable results. By embracing advanced technology and leveraging its customizable, user-friendly features, the DoubleTree Cedar Rapids continues to set a new standard for success in the hospitality industry.

Hilton Hotel Cedar Rapids Convention Complex Quick Overlook

• Management Group: Hilton Worldwide
• Brand: Double Tree by Hilton
• Segment: Full-Service
• Space: 267 suites | 80,000 sq. ft. meeting space
• Facts: increase of 20% of close rates in 2025, being placed above average of Hilton properties