Closing the Gap: What Hospitality Suppliers Want from Buyer Relationships

Hospitality buyers and their suppliers share the same goal: fewer breakdowns, faster onboarding, and stronger day-to-day collaboration. But most of what buyers know about supplier pain points is anecdotal, pulled from account reviews, renewal calls, or the occasional complaint. To understand what actually strengthens a buyer-supplier relationship, BirchStreet went directly to the source.

BirchStreet recently fielded a structured survey of over 50 hospitality suppliers to understand what suppliers need most from their relationships with hospitality buyers. The survey tested feature and priority importance through a forced-tradeoff exercise (MaxDiff analysis), alongside direct questions on adoption barriers and what would help suppliers work more closely with the buyers they serve.