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    Sales and Marketing

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    amar keyz
    This document outlines the roles and activities of hotel sales and marketing departments. It discusses how sales and marketing influence room bookings, their focus on group sales, and tasks like developing marketing strategies and maintaining sales records. It also covers segmentation of the departments based on products, markets, and distribution networks. The document details various sales and marketing activities including developing marketing plans, different types of advertising and promotions, and using websites and email systems for internet sales and marketing. It concludes with discussing how to evaluate sales and marketing department performance.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Sales and Marketing

    Uploaded by

    amar keyz
    102 views19 pages
    This document outlines the roles and activities of hotel sales and marketing departments. It discusses how sales and marketing influence room bookings, their focus on group sales, and tasks like developing marketing strategies and maintaining sales records. It also covers segmentation of the departments based on products, markets, and distribution networks. The document details various sales and marketing activities including developing marketing plans, different types of advertising and promotions, and using websites and email systems for internet sales and marketing. It concludes with discussing how to evaluate sales and marketing department performance.

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    This document outlines the roles and activities of hotel sales and marketing departments. It discusses how sales and marketing influence room bookings, their focus on group sales, and tasks like developing marketing strategies and maintaining sales records. It also covers segmentation of the departments based on products, markets, and distribution networks. The document details various sales and marketing activities including developing marketing plans, different types of advertising and promotions, and using websites and email systems for internet sales and marketing. It concludes with discussing how to evaluate sales and marketing department performance.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    102 views19 pages

    Sales and Marketing

    Uploaded by

    amar keyz
    This document outlines the roles and activities of hotel sales and marketing departments. It discusses how sales and marketing influence room bookings, their focus on group sales, and tasks like developing marketing strategies and maintaining sales records. It also covers segmentation of the departments based on products, markets, and distribution networks. The document details various sales and marketing activities including developing marketing plans, different types of advertising and promotions, and using websites and email systems for internet sales and marketing. It concludes with discussing how to evaluate sales and marketing department performance.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 19

    Sales & Marketing

    Roles of Sales & Marketing


    Sales

    Marketing

    Activities related directly to servicing consumer


    demand & booking clients
    Activities designed to increase consumer awareness
    & demand by promoting & advertising hotel
    Roles of Director of Sales & Marketing

    Identify and cultivate clients


    Manage hotels marketing efforts
    Set rates to maximize RevPar
    Negotiate sales contracts on behalf of hotel
    Serve as a leader to hotels sales & marketing team
    The Front Office

    Roles of Sales & Marketing: In the Hotel


    Front office

    Sales & Marketing

    Influence

    Influence

    Transient rooms

    Group sale

    Tasks of Sales & Marketing staff with their group sales focus
    Planning hotels 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


    Two sales opportunities

    Promotion
    opportunities

    When DOSM and Sales team are active members


    of the business community (e.g., local Chamber of
    Commerce), disseminating info about hotels
    products and services is allowed.

    Networking
    opportunities

    Development of personal relationships for


    business-related purposes will result in increased
    numbers of sales calls.
    - Convention and Visitors Bureau

    Segmentation of the Sales & Marketing Dept.


    Segmentation based on:
    By product(s)
    sold

    product designations becoming


    sales specialty areas

    By market
    (market segment)

    type of guests (clients) who buy


    the product

    By distribution
    network

    how the hotels sales (products)


    are made (distributed)

    Segmentation of the Sales & Marketing Dept.


    Catered event
    Group guest
    rooms

    Conferences
    By
    product sold
    Meetings

    Conventions
    Weddings and
    special events

    Segmentation of the Sales & Marketing Dept.


    Corporate
    Business travelers (who
    pay highest room rates)

    Leisure
    Vacations, weddings, visits
    by friends and family, or
    non-work related reasons
    Heavy reliance on travel
    By market agents advice
    (market
    segmentation) SMERF & Others

    Long-term stay
    Guaranteed occupancy,
    ease of cleaning their
    rooms, relatively
    uncomplicated billing
    Rooms often sold at very
    low daily rates

    Social, military,
    educational, religious, or
    fraternal organizations

    Segmentation of the Sales & Marketing Dept.


    Meeting planners

    Travel agents

    Representative of corporations,
    groups and organizations
    Using comparison-shopping
    techniques
    Influence on hotels
    reputation

    Consortia

    By
    distribution
    networking

    Largest customers of many


    hotels
    Negotiated rate / blackout
    dates / pick-up

    Retailers, wholesalers or both


    Using Global Distribution
    System
    Receiving commission
    (5 20 %) from hotel

    Internet
    Fastest growing distribution
    channel
    Creating homepages and
    linking them to other sites

    Drop-ins
    Potential guest who arrives at hotel
    without an appointment

    Sales & Marketing Activities: Sales Efforts


    Sales & marketing
    committee

    Trace
    systems

    Harmonizes efforts across


    department lines

    Maintain record (e.g.,


    demographic data) of
    hotels past, current and
    prospective clients

    Engages in long-term
    planning
    Ensures cooperation of all
    in sales and marketing
    process

    Help department maintain


    its sales records, meet
    deadlines, and plan future
    activities

    Sales & Marketing Activities: Sales Efforts


    The sales cycle
    Pre-sale phase

    Invite client to a site tour


    Submit a bid

    Sales phase

    Complete Request for Proposal and submit on time


    Establish room rates
    Prepare group contract (attrition and cancellation policy)
    Forward Direct Bill application to Group
    Establish group block
    Detail clients contracted requirements
    Monitor clients block
    Attend pre-event sales meeting of hotel staff

    Post sale phase

    Write thank you note to each group


    Review the final bill
    Include that group in the hotels preferred client database
    File all written reports

    Sales & Marketing Activities: Sales Efforts


    Sales lead effective DOSM should discuss the followings:
    New leads uncovered since last meeting
    Realistic sales potential of these leads
    Who in the department is following up on leads
    How leads will be pursued
    What, if anything, G.M. can do to help cultivate prospect
    Any sales resulting from leads discussed previously
    Reserve adequate time for cold calling!
    Make a sales visit / presentation to potential client without
    having previously set an appointment to do so
    Visit / call quality prospective clients for hotels rooms / services

    Sales & Marketing Activities: Sales Efforts


    Client appreciation activities
    Goals
    Solidify business relationship
    with current clients (allow
    hotel to express gratitude to
    clients for current business)
    Communicate to potential
    clients the seriousness with
    which the hotel views the
    hotel / client relationship

    Examples
    Gala client appreciation
    event
    Golfing, sporting events,
    concerts, theater tickets
    Gift giving

    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
    Exterior signage
    In-hotel and in-room signage and
    materials
    Radio or television commercials
    Direct mailing
    Internet banners
    E-mail message
    Yellow pages
    Franchiser-supplied advertising
    vehicles (directories, co-ops, etc.)
    Billboards
    Personal contact

    Effective advertising
    Eye or ear catching
    Memorable
    Sell the hotels features
    Cost effective
    Does not become quickly outdated
    Reflect positively on hotels image
    Can be easily directed to the hotels
    core client groups

    Sales & Marketing Activities: Sales Efforts


    Promotion

    Publicity

    Public
    Relations
    (PR)

    Special packaging of products or services


    Promoted and disseminated by advertising and
    publicity
    Information about hotel, media-distributed free of
    charge
    Costs the hotel nothing
    May be either good or bad
    Activities ensuring hotel has a positive public image
    (good citizen of the community)
    Hosting charity events, contributing cash or in-kind
    services, donation of hotel staff time for worthy cause

    Internet Sales & Marketing


    Online reservation system
    Teaming of GDS with Internet
    Impact

    Travel agents: check availability, compare prices and


    book hotel on-line

    Online booking sites are fastest growing source of


    reservations in hotel industry

    Sales & Marketing Activities: Websites


    Effective hotel websites should:
    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 hotels 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


    Traditional
    communication methods

    Direct mailing, telephone, fax

    Emerging
    communication methods

    E-mail system, Social Media

    Advantages of e-mail system and social media


    Inexpensive to send to many current and potential clients.
    Has attachment feature function to move documents quickly.
    Automatically updates user database
    Can disseminate special rate, promotion, new hotel feature to
    its client list
    The Front Office

    Evaluating Sales & Marketing Department:

    Operating
    comparison criteria

    Goals

    Occupancy, ADR, RevPar, market share,


    historical trends, to-date performance,
    country or region
    Assess performance of Sales &
    Marketing department as well as the
    entire property
    Know the strength of hotel and Sales and
    Marketing staffs sales results, in
    comparison with selected competitors.

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