SOP – Sales and Marketing – Identifying potential Guests From Front Office and Reservation

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The Procedure For Identifying Potential Guests From Front Office & Reservation

The Sales and Marketing team plays a crucial role in the success of a hotel. One of their key responsibilities is to identify potential guests from the Front Office and Reservation departments.

In order to do this, the team must work closely with these departments to understand the needs and preferences of guests who have already booked a stay or are inquiring about availability. By gathering this information, the Sales and Marketing team can create targeted marketing campaigns to attract similar guests in the future.

Additionally, the team must be knowledgeable about the local market and competition to identify potential guests who may be interested in the hotel’s unique offerings. This requires constant research and analysis to stay ahead of the competition and attract new guests.

Through collaboration and strategic planning, the Sales and Marketing team can effectively identify potential guests and increase the hotel’s revenue and occupancy rates.

Identifying potential Guests Standard procedure:

Many Individual guests have the potential to bring group business to the hotel, The front desk staff can provide referrals that may result in additional individual or group business.

The purpose of this SOP is to identify potential guests who had already made a reservation or inquiry with the hotel or at the time of check-in and have the potential to provide future business for the hotel.

Through Daily Direct Bookings and Reservation Enquires:

  • Provision to be available on the Property Management System to record the guest Company name on the ‘Guest’ profile.
  •  Print the ‘Reservation Created for the day report’ and look for direct bookings made by telephone, email, and website.
  •  Print the ‘Reservation Turn away report’ and look for guests from the company.
  •  Check the daily reservation inquiry report and confirm the reservation report.
  •  Manually check all the Reservation Enquiry form and look for any special mentions by res agents for Negotiated rates.
  •  Identify through the Company Name and Title of incoming guests and see if future business can be developed.
  •  Reservation agents should note down in the potential booking record sheet for the attention of the Sales Dept.

Through Walk-in or Direct booking (Front Desk Team):

  • To identify through the Company Name and Title of incoming guests and see if future business can be developed.
  •  Contact the Sales Department (DS&M or DOS) by phone to greet guests at the Front Desk or to contact guests at a later stage.
  •  Collect Guest’s particulars Such as name, title, name of company, room number, and duration of stay.
  •  Note down the details of such potential guests on the front desk log book/log sheet to avoid any miscommunication with sales.

Following Action by the Sales Department:

  • Depending on the duration of the guest’s stay and time available at the Front Desk, Sales managers should give priority to meeting and greeting this potential guest.
  •  Potential guests can be met at the Hotel Lobby to establish contact.
  •  Potential guests can be also met at the time of Breakfast or Coffee Shop.
  •  Exchange business cards with guests and send an introductory email or a courtesy call.
  •  Record the details on the Daily Sales Call Report or Sales activity tracker on the S&M software for any follow-up actions.
  •  Enter guest particulars like company name, location, business segment, etc into the Guest profile.
  •  All the above procedures should be followed and monitored by Director of Sales & Marketing.

Training Summary questions:

Q1. Why it is important to identify potential guests from the front office?

Q2. Who should record the direct guest company details?

Q3. Which reports are to be checked to identify potential corporate guests?

Q4. Main methods for identifying direct corporate guests?

Q5. Potential guests can be ideally met at which locations?
SOP Number: Sales and Marketing SOP – 04
Department: Sales and Marketing – Sales
Date Issued: 31-May-2017
Time to Train: 30 Minutes
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