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

SOP Sales - Procedure For Identifying Potential Guests From Front Office & Reservation

SOP Number: S&M – 04

Department: Sales and Marketing – Sales

Date Issued: 31-May-2017

Time to Train: 30 Minutes

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 guest who had already made a reservation or enquiry with the hotel or at the time of check-in and having the potential of providing 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 to 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 guest from company.

  • Check the daily reservation enquiry report and confirmed reservation report.

  • Manually checking 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 in-coming guest and see if future business can be developed.

  • Reservation agents should note down in the potential booking record sheet for the attention of Sales Dept.

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

  • To identify through the Company Name and Title of in-coming guest and see if future business can be developed.

  • Contact Sales Department (DS&M or DOS) by phone to greet guest at the Front Desk or to contact guest 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 mis-communication with sales.

Following Action by Sales Department:

  • Depending on the duration of the guest stay and time available at the Front Desk, Sales managers should give first priority to meet and greet this potential guest.

  • Potential guest can be met at the Hotel Lobby to establish contact.

  • Potential guest can be also met at the time of Breakfast or Coffee Shop.

  • Exchange business cards with guest and send a 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 on to the Guest profile.

  • All above procedures should be follow-up and monitored by Director of Sales & Marketing.

Training Summary questions:

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

Q2. Who should record the direct guest company details?

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

Q4. Main methods for identifying direct corporate guests?

Q5. Potential guest can be ideally met at which all locations?