Hotels provide accommodation, and sales occur when guests book that accommodation – with some collecting payment upon booking and others upon check-in or check-out. With smart devices and booking sites like Booking.com, one would think the role of a salesperson isn’t needed within the industry. However, this is not the case. In most locations, more than one accommodation is available for guests to choose from. So, what makes them choose one option over another?

Many hotels and extended stay accommodations employ at least one sales manager to aid in ensuring occupancy and revenue goals are consistently met. Sales managers

Responsibilities of a Hospitality Sales Manager

A day in the life of a sales manager varies, making it a great career choice for those who like variety in their workweeks. Overall, these employees are concerned with filling rooms within a facility and meeting or exceeding occupancy and revenue goals. This involves building relationships constantly – with current and potential clients. Part of sales includes finding new business and new contacts within existing accounts.

As sales managers are often the first point of contact for a client, they must represent the organization well. This involves providing prospective clients or guests with relevant information about the establishment, including facilities, amenities, and services to build interest in booking a stay. Sometimes this is simply through a phone conversation or email, but often it involves making and delivering presentations.

On an ongoing basis, sales managers work toward sales goals set by either themselves or upper management. This involves consistent attention to a variety of areas, including market trends and competitor actions. It is based on these as well as an establishment’s target market that helps sales managers develop and implement strategies to grow revenue. As sales managers obtain and maintain accounts over time, these efforts are generally tracked within a Customer Relationship Management (CRM) platform, such as Salesforce. Managers update the platform daily so that there is an updated, accurate record of current sales efforts and outcomes at all times.  

What Makes a Good Sales Manager?

Sales skills often extend beyond one particular industry. Many of the qualities that make someone successful in a sales role in one industry will transfer to another. Above all, sales managers need impeccable communication skills across all mediums – verbal, written, etc. These team members often give presentations to prospective or current clients, which requires practice and professionalism. The required strong communication skills also apply to interacting with other team members. Often, sales managers train other sales team members and collaborate with staff from all departments. Being team-oriented is highly valued.

When it comes to required education and experience, it can vary depending on the establishment. Most hotels require at least a high school diploma plus experience, but many often prefer applicants with a Bachelor’s degree in either Hospitality or Marketing/Sales. For entry-level sales positions, a year or so in another sales or hospitality role is likely enough to qualify an individual. However, for a sales manager position, most organizations prefer a few years in a hotel sales position to be considered. CRM experience is also very important. There are many CRM platforms used within the industry, but knowledge of and experience with one or multiple software likely means a candidate can pick up another one successfully. 

Along with experience in sales, hiring managers also look for success within the sales space. This often looks like a proven track record for increasing revenue. This means securing contracts and consistently exceeding budgeted revenue and occupancy levels at an establishment. When it comes to those leading sales efforts for a hotel or extended stay accommodation, owners want managers who can drive results time after time.

Sales managers are often given a lot of authority and autonomy to work without lots of direction or guidance along the way. In fact, they are often responsible for directing and guiding others. So, great sales managers have an ownership mentality and take on goals with a can-do attitude.

The “sale” is essentially the first customer experience a guest has with an accommodation. So, sales managers must possess strong customer service skills. This involves listening, problem-solving, and generally keeping customer satisfaction the top priority, even before a sale occurs.

Stand-alone hotels often just employ one salesperson or manager who is responsible for the sales in just that location. However, hotels and extended stay accommodations often have multiple locations and employ an area sales manager to oversee sales across multiple locations in a region. Thus, these team members must be able and willing to travel within the region as needed.

How to Become a Hospitality Sales Manager?

For those who have gained relevant sales experience and are ready to take on a managerial position, an area sales manager role could be a perfect next step. We have several regions looking for their next area sales manager – including Seattle, Washington, and multiple regions within the state of Missouri.

For those looking to gain experience in a more junior role – potentially to advance into management down the road, there are endless opportunities available. Obviously, a sales representative or similar position would be highly relevant to a future role as a sales manager. But, even some seemingly non-related roles may provide relevant skills. Front desk positions require many of the same skills and characteristics as a sales manager – including strong communication skills, attention to detail, and a customer service orientation. If you can’t find a sales position, consider an alternative hospitality role to gain some of those valuable skills to make you a strong candidate for a sales position during your next search!