2. Presented by
•Abhirup Sarma Pathak
•Aindrila Sarkar
•Aparupa Dutta
•SofiarRahaman
•Supriti Garai
•Trina Ghosh
•Zinia Sen
3. The Front Office
Identify and cultivate clients
Manage hotel’s marketing efforts
Set rates to maximize RevPar
Negotiate sales contracts on behalf of hotel
Serve as a leader to hotel’s sales & marketing team
Roles of Sales & Marketing
Sales
Activities related directly to servicing consumer
demand & booking clients
Roles of Director of Sales & Marketing
Marketing
Activities designed to increase consumer awareness
& demand by promoting & advertising hotel
4. 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
Front office
Sales & Marketing
Roles of Sales & Marketing: In the Hotel
Transient roomsInfluence
Group saleInfluence
Tasks of Sales & Marketing staff with their group sales focus
5. 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 hotel’s
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
6. Segmentation of the Sales & Marketing Dept.
product designations becoming
sales specialty areas
Segmentation based on:
By product(s)
sold
By market
(market segment)
By distribution
network
type of guests (clients) who buy
the product
“how” the hotel’s sales (products)
are made (distributed)
7. By
product sold
Segmentation of the Sales & Marketing Dept.
Group guest
rooms Conferences
Catered event
MeetingsConventions
Weddings and
special events
8. Guaranteed occupancy,
ease of cleaning their
rooms, relatively
uncomplicated billing
Rooms often sold at very
low daily rates
Vacations, weddings, visits
by friends and family, or
non-work related reasons
Heavy reliance on travel
agents’ advice
Social, military,
educational, religious, or
fraternal organizations
Business travelers (who
pay highest room rates)
Corporate
SMERF & Others
By market
(market
segmentation)Long-term stay
Leisure
Segmentation of the Sales & Marketing Dept.
9. Potential guest who arrives at hotel
without an appointment
Fastest growing distribution
channel
Creating homepages and
linking them to other sites
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
Representative of corporations,
groups and organizations
Using comparison-shopping
techniques
Influence on hotel’s
reputation
Meeting planners
Internet
By
distribution
networking
Consortia
Travel agents
Segmentation of the Sales & Marketing Dept.
Drop-ins
10. Maintain record (e.g.,
demographic data) of
hotel’s past, current and
prospective clients
Help department maintain
its sales records, meet
deadlines, and plan future
activities
Harmonizes efforts across
department lines
Engages in long-term
planning
Ensures cooperation of all
in sales and marketing
process
Sales & Marketing Activities: Sales Efforts
Sales & marketing
committee
Trace
systems
11. The sales cycle
Pre-sale phase
Sales & Marketing Activities: Sales Efforts
Invite client to a site tour
Submit a bid
Post sale 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 client’s contracted requirements
Monitor client’s block
Attend pre-event sales meeting of hotel staff
Write thank you note to each group
Review the final bill
Include that group in the hotel’s preferred client database
File all written reports
Sales phase
12. Make a sales visit / presentation to potential client without
having previously set an appointment to do so
Visit / call quality prospective clients for hotel’s rooms / services
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
Sales & Marketing Activities: Sales Efforts
Sales lead – effective DOSM should discuss the followings:
Reserve adequate time for cold calling!
13. Gala client appreciation
event
Golfing, sporting events,
concerts, theater tickets
Gift giving
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
Sales & Marketing Activities: Sales Efforts
Goals Examples
Client appreciation activities
14. A review of market competition
Occupancy trends /ADR trends / performance of own hotel
Marketing plan development: format of marketing plan
Sales & Marketing Activities: Sales Efforts
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
15. Eye or ear catching
Memorable
Sell the hotel’s features
Cost effective
Does not become quickly outdated
Reflect positively on hotel’s image
Can be easily directed to the hotel’s
core client groups
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
Sales & Marketing Activities: Sales Efforts
Types of advertising Effective advertising
Advertising
16. Promotion
Sales & Marketing Activities: Sales Efforts
“Special” packaging of products or services
Promoted and disseminated by advertising and
publicity
Publicity
Information about hotel, media-distributed free of
charge
Costs the hotel nothing
May be either good or bad
Public
Relations
(PR)
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
17. Teaming of GDS with Internet
Internet Sales & Marketing
Online reservation system
Impact
Travel agents: check availability, compare prices and
book hotel on-line
Online booking sites are fastest growing source of
reservations in hotel industry
18. Effective hotel websites should:
Sales & Marketing Activities: Websites
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.
19. The Front Office
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
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
20. Operating
comparison criteria
Evaluating Sales & Marketing Department:
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 staff’s sales results, in
comparison with selected competitors.
Hinweis der Redaktion
Students to compare definitions of “sales” and “marketing”. Sales is the process of servicing business currently identified while marketing seeks to generate new business.
Ask students to define both sales and marketing in their own words; are students able to distinguish sales from marketing?
Note that Sales and Marketing department plays a major role in selling group sales, while transient rooms are sold through Front Office efforts.
Involvement in the local business community (e.g. Chamber of Commerce) is presented as a sales opportunity (particularly promotion opportunity) for the hotel; Chamber of Commerce is an organization whose goal is the advancement of business interests within a community or larger business region.
Convention and Visitors Bureau (CVB) is an organization, generally funded by taxes levied on hotels, that seeks to increase the number of visitors to the area it represents.
Sales and Marketing departments can be segmented based on type of guests who buy the product.
Directors of Sales and Marketing structure their departments based on “ how” the hotel’s sales are made, namely the specific distribution channels used; distribution channel is a distinct and definable source of hotel rooms or services sales.
Consortia are groups of hotel service buyers organized for the purpose of reducing their client’s travel-related costs; a single such group is a consortium.
Negotiated rate is a special room rate, offered for a fixed period of time, to a specific client of the hotel.
Black-out dates are days on which the hotel will not honor a negotiated rate. Black-out dates should be identified at the same time the hotel and the client agree on a negotiated rate (e.g. New Year’s Eve).
Pick-up is the actual number of rooms used by a client in a defined time period.
A G.M. normally acts as the Chair of Sales and Marketing Committee.
Sales and Marketing Committees are groups of individuals responsible for coordinating hotels’ sales and marketing efforts.
“Trace system” is a methodical process to record what was done in the past and what must be done in the future to maximize sales effectiveness; an effective trace system has the records of each individual client.
Inform students about what specific sales and marketing activities take place at the sales cycle; the lists of events associated with each cycle of sales (pre-sale phase, sales phase, post-sale phase).
Good networking can create leads. Also, text emphasizes that a G.M. should be able to identify prospective clients for solicitation.
Explain the benefits of a marketing plan to the Sales and Marketing department and to entire hotel property.
Marketing plan is a calendar of specific activities designed to meet the hotel’s sales goals; activities included in a marketing plan involve analysis of own competition, analysis of own hotel, establishing prices, and publicizing hotel’s offerings through advertising, promotions and public relations activities.
Provide examples of promotion, such as a “Summer Getaway” promotion, to be marketed in winter.
Emphasize that the publicity costs the hotel nothing, and the publicity may be either good or bad; cultivating good relationships with the media is an important task of the G.M.
Note that online booking sites are the fastest growing source of reservations in the hotel industry; this method is becoming popular because online is an inexpensive way to reach consumers directly
Effective use of websites allow hotel to take advantage of an inexpensive direct line to consumers.
Emphasize that measures of website effectiveness should be sales production (sales made), rather than sales calls (hits).
“Demand generator” means an organization, entity or location that creates a significant need for hotel services; Examples in a community include large businesses, tourist sites, sports teams, educational facilities and manufacturing plants.