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Responsible for revenue
production for the hotel meeting or exceeding planned revenue objectives
for RevPAR, occupancy and average daily rate (ADR). Manages all areas of
sales according to Hampton Inn/Hampton Inn & Suites standards to achieve
a professional rapport within the local business community.
The Director of Sales is a “hands-on” manager actively involved on a
daily basis in securing, qualifying and following up on leads to book
specific business.
The Director of Sales’ central focus is sales! The Director of Sales should not
be required to assume operational responsibilities, but should spend most of his/her
time selling the “product”—your hotel. Outside sales are the most crucial
responsibility for the Director of Sales.
MARKETING AND SALES MANAGEMENT
• Develops/assists with development of the hotel’s marketing and sales
plan based on the hotel’s position and strengths within each market
segment.
• Implements hotel’s marketing and sales plan.
• Analyzes and understands the competition’s strengths and weaknesses
for each market segment and successfully directs marketing activities
against each.
• Identifies and maintains constant communications with the hotel’s key
accounts.
• Establishes lists of top accounts and top target accounts. Maintains
communication with these accounts on a monthly basis.
• Actively sells room nights through outside sales calls, telemarketing,
tours, etc.
• Actively markets the hotel through advertising, blitzes, direct mail
campaigns, etc.
• Actively sells to in-house guests (greeting tours, talking with guests
at continental breakfast to solicit additional leads, etc.).
• Knows the competition well. In addition, is familiar with all
“business” in the market, where that “business” stays and why.
• Uses the resources in the Inn Step Sales and Marketing Manual to
surface, call on, and track potential business.
GUEST SERVICES
• Supports guest service as the hotel’s driving philosophy.
• Personally demonstrates a commitment to guest service by responding to
guests’ needs.
PROFIT MANAGEMENT
• Meets or exceeds budgeted RevPAR for the hotel.
• Prepares departmental budget that correctly reflects the hotel’s
business plan.
• Forecasts occupancy fluctuations and directs selling activities to
maximize revenues.
• Knows the hotel’s demand segments and sources of business for each and
balances market segments according to supply and demand.
• Knows the principal competition for each market segment and takes
advantage of hotel’s strengths against each competitor.
• Accurately forecasts occupancy changes based on changing market
conditions (additions to supply and demand, etc.).
HUMAN RESOURCES
• Ensures that hotel employees (especially front desk staff) are
familiar with key accounts and their specific needs and arrangements
(rates, room types, key contacts, etc.). |
