Professional Documents
Culture Documents
Hotel
Presented by
Tasks of Sales & Marketing staff with their group sales focus
Planning hotel’s sales and marketing strategy
Preparing and issuing sales contracts in timely manner
Maintaining accurate sales records, forecast and histories
Coordinating and communicating special client requests
with affected hotel departments
Hosting clients during their stay
Conducting site tours
Roles of Sales & Marketing: In the Community
Catered event
Group guest
rooms Conferences
By
product sold
Conventions Meetings
Weddings and
special events
Segmentation of the Sales & Marketing Dept.
Corporate Leisure
Business travelers (who Vacations, weddings, visits
pay highest room rates) by friends and family, or
non-work related reasons
Heavy reliance on travel
By market agents’ advice
(market
Long-term stay segmentation) SMERF & Others
Guaranteed occupancy,
ease of cleaning their Social, military,
rooms, relatively educational, religious, or
uncomplicated billing fraternal organizations
Rooms often sold at very
low daily rates
Segmentation of the Sales & Marketing Dept.
Meeting planners Travel agents
Representative of corporations, Retailers, wholesalers or both
groups and organizations Using Global Distribution
Using comparison-shopping System
techniques Receiving commission
Influence on hotel’s By (5 – 20 %) from hotel
reputation distribution
networking
Consortia Internet
Largest customers of many Fastest growing distribution
hotels channel
Negotiated rate / blackout Creating homepages and
dates / pick-up linking them to other sites
Drop-ins
Potential guest who arrives at hotel
without an appointment
Sales & Marketing Activities: Sales Efforts
Goals Examples
Solidify business relationship Gala client appreciation
with current clients (allow event
hotel to express gratitude to Golfing, sporting events,
clients for current business) concerts, theater tickets
Communicate to potential
Gift giving
clients the seriousness with
which the hotel views the
hotel / client relationship
Sales & Marketing Activities: Sales Efforts
Marketing plan development: format of marketing plan
A review of market competition
Occupancy trends /ADR trends / performance of own hotel
Competitive analysis of your competitor
Strengths / weaknesses / price structure
Competitive analysis of your own hotel
Strengths / weaknesses / price structure
Forecast of future market conditions
Estimated market growth or contraction / performance goals and objectives for
own hotel / timeline for achieving these goals and objectives
Determination of specific marketing strategies & activities
Advertising / public relations / promotions
Preparation of a marketing budget
Development of measurement & evaluation tools
Sales & Marketing Activities: Sales Efforts
Advertising
Types of advertising Effective advertising
Exterior signage Eye or ear catching
In-hotel and in-room signage and Memorable
materials Sell the hotel’s features
Radio or television commercials Cost effective
Direct mailing Does not become quickly outdated
Internet banners Reflect positively on hotel’s image
E-mail message Can be easily directed to the hotel’s
Yellow pages core client groups
Franchiser-supplied advertising
vehicles (directories, co-ops, etc.)
Billboards
Personal contact
Sales & Marketing Activities: Sales Efforts
“Special” packaging of products or services
Promotion
Promoted and disseminated by advertising and
publicity
Information about hotel, media-distributed free of
charge
Publicity
Costs the hotel nothing
May be either good or bad
Impact
be easy to navigate.
have some level of interactivity.
be linked to appropriate companion sites (demand generator).
allow for online booking.
balance guest privacy needs with hotel’s desire to build a
customer base.
update and revise room rates easily on the website.
include a virtual tour of the property.
complement other marketing efforts.
be in language(s) of potential clients.
have website address easy to remember.
Internet Sales & Marketing : E-mail Systems