Hotel Sales And Marketing Director / Head Sales Job Description

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Job Description, Duties, Interview Questions and Salary for Director of Sales in Hotels

The Director of Sales in a hotel is a crucial position responsible for developing and implementing a sales strategy that will drive revenue growth and increase market share. This role requires an individual with a strong background in sales, marketing, and hospitality management.

The Director of Sales will be responsible for managing a sales team, developing and maintaining relationships with clients, and identifying new business opportunities. They will also be responsible for monitoring industry trends, forecasting sales, and developing pricing strategies to maximize revenue.

In addition to these responsibilities, the Director of Sales will work closely with other departments within the hotel, such as marketing and revenue management, to ensure that all sales efforts are aligned and integrated into the overall business strategy.

The ideal candidate for this position will have a proven track record of success in sales and marketing, as well as experience in the hospitality industry. They must also possess strong leadership skills and be able to motivate and manage a team of sales professionals.

To oversee and manage sales staff and reservations to ensure maximum revenue, promotional coverage, and marketing opportunities are achieved.

The DOSM should work closely with revenue management and marketing functions, to develop strategies to maximize REVPAR and grow market share.

SALES DIRECTOR DUTIES AND RESPONSIBILITIES:

  • Maintain and promote a teamwork environment with effective and clear communication amongst co-workers.
  • Ensure the best client service is being made available through communication amongst the team, cross-training within the department, and appropriate office coverage.
  • Works with sales managers to ensure understanding of sales strategy and effective implementation of this strategy for the segment.
  • Works with the management team to create and implement a sales plan addressing revenue, customers, and the market for the segment led by the DOS.
  • Set an example through a professional, friendly attitude toward clients and co-workers, timely response to clients and co-workers’ needs, and observance of sales office standards.
  • Ensure the hotel meets or exceeds budgeted goals.
  • Follow and track company cross-sell procedures.
  • Utilize company profile database to determine geographic areas for travel agent calls while maintaining top and existing travel agent accounts.
  • Organize travel agent month and travel agent appreciation rates for slow months.
  • Assists with the development and implementation of promotions, both internal and external.
  • Creating a focus on attracting new business.
  • Attending and contributing to the monthly sales strategy meeting
  • Updating and owning the sales strategy & sales plan with the General Manager.
  • Review and approve any special corporate negotiated rates by signing the CVGR (Company Volume guaranteed rate) contract.
  • Provides positive and aggressive leadership to ensure maximum revenue potential (e.g., sets an example with personal booking goals).
  • Leads on-property sales functions to build long-term, value-based customer relationships that enable the achievement of hotel sales objectives. 
  • Recommends monthly room nights target goals for sales team members.
  • Participates in sales calls with members of the sales team to acquire new business and/or close on business.
  • Develop and send informative press releases to targeted lists highlighting all activities and promotions.
  • Maintain and expand corporate incentive program via direct mail, personal visits, etc.
  • Oversee and ensure the updation of rates, and promotions on the hotel website, OTA’s (Online travel agents), GDS, etc. without any rate parity.
  • Responsible for the training of sales managers and staff.
  • Follow and promote hotel standards with guests, and co-workers.
  • Evaluate and drive the hotel’s participation in the various sales channels, Market Sales, Event Booking Centres, electronic lead channels, etc.
  • Monitors all day-to-day activities of direct reports.
  • Executes and supports the operational aspects of business booked (e.g., generating proposals, writing contracts, customer correspondence).

POSITION TITLE: Director Sales and Marketing / Head Sales and Marketing

REPORTS TO: General Manager

A high degree of commercial awareness and be able to understand links between sales and profit with excellent sales and negotiation skills. Good business sense and the ability to motivate and lead a team.

EDUCATION:

3-year degree in Business Administration, Marketing, Hotel and Restaurant Management, or MBA.

EXPERIENCE:

Interview Questions for a Director of Sales in Hotels:

  1. Can you describe your experience in sales, specifically within the hotel or hospitality industry?
    • This question assesses the candidate’s relevant experience and familiarity with hotel sales.
  2. How do you approach developing and executing sales strategies to drive revenue growth for a hotel, considering both corporate and leisure markets?
    • Evaluates the candidate’s strategic thinking and their understanding of diverse market segments.
  3. Can you share an example of a successful sales campaign or initiative you led in a previous role within the hotel industry, and the impact it had on the organization?
    • This behavioral question assesses the candidate’s practical experience and outcome-oriented mindset.
  4. How do you build and maintain relationships with corporate clients, travel agencies, and other key stakeholders to secure business for the hotel?
    • Assesses the candidate’s relationship-building skills and their network within the industry.
  5. Have you been involved in pricing and revenue management strategies for hotel room blocks and event spaces, and how do you ensure competitive pricing while maximizing profitability?
    • This question evaluates the candidate’s revenue management and pricing expertise.
  6. What measures do you take to stay informed about market trends, competitor activities, and changes in customer preferences, and how do you adapt sales strategies accordingly?
    • Assesses the candidate’s market intelligence and adaptability to changing business environments.
  7. How do you lead and motivate a sales team, and what strategies do you use to set and achieve sales targets in a hotel setting?
    • This question evaluates the candidate’s leadership and team management skills.
  8. What technology or sales tools have you used in your previous roles, and how do you leverage technology to enhance sales processes and improve efficiency in a hotel sales department?
    • Knowledge of relevant technology is important. This question helps gauge the candidate’s technical proficiency.

Salary for a Director of Sales in Hotels:

The salary for a Director of Sales in hotels can vary based on factors such as location, the size and prestige of the hotel, and the candidate’s level of experience. As of January 2024, the average salary for a Director of Sales in the United States ranged from $70,000 to $110,000 annually, but these figures can vary.

It’s important to note that salary ranges can change, and it’s advisable to research current salary trends using industry reports, salary surveys, and job boards specific to your region and the hospitality sector. Additionally, consulting with local HR professionals or recruitment agencies can provide insights into the current compensation landscape for Director of Sales positions in hotels.

Overall, the Director of Sales is a critical role within a hotel and requires an individual with a combination of sales, marketing, and hospitality expertise to drive revenue growth and ensure the hotel's success.

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