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SELES AND MARKETING OF HOSPITALITY PRODUCT

SELES AND MARKETING OF HOSPITALITY PRODUCTS 

The  sale of hotel rooms and other products is a joint effort of the hotel's sales and marketing division and reservation department. The sales and marketing department is responsible for bulk sales of a hotel's major hospitality product-rooms. The reservation section deals with direct calls for the sale of rooms (room reservation). It can only get business that lands in the section through various modes of reservation requests such as in-person, telephone calls, e-mails, letters, and faxes and is not able to attract new business.

Sales and Marketing Team

In order to sell their products, hotels generally have their own sales and marketing teams or hire the service of any external agency specialized in this field. A team of sales and marketing personnel constitute the sales office of a hotel. The executives of the sales and marketing department make regular visits to existing corporate clients, travel agents, and tour operators, and generate new business.

The organization of the sales and marketing division depends upon the size, location, and volume of business of a hotel. Small hotels may have only salespersons; medium to large hotels may have a well-organized sales and marketing department with head of department, assistant sales manager, sales executives, and other administrative staff, and hotel chains may have a corporate office with vice-president/director sales, regional managers, sales executives, and a well-appointed office with administrative staff. The organization of sales and marketing department of small, medium, and large hotels 

Vice-president of Sales and Marketing

The head of the sales and marketing division of a hotel chain with centralized marketing is designated as vice-president. He/She is involved in framing policy guidelines for the entire sales and marketing activity of the hotel.

Regional Sales and Marketing Manager

The regional manager of sales and marketing division of a hotel chain is responsible for the attainment of the sales objectives of the hotels) within the purview of their region. A regional manager provides the directives to the sales managers of her region. He/ She may call for regular meetings to discuss new guidelines, progress of the assigned assignments, and status of implementation of policy guidelines.

Sales and Marketing Managers


In small hotels, this position might be synonymous with the director of sales, whereas in a larger hotel, a sales manager will report to the director of sales. The sales and marketing
manager usually asigns targets to sales executives, monitors their progress, and handles their own accounts. The specifie duties of a sales manager will depend upon the size, location, and volume of business that the hotel receives from its market segments

Sales Executives

Sales executives are the backbone of the sales department. They are the ones who give sales calls to the target market segments. They are responsible for contacting, soliciting and providing follow-up services to the clients. In a small property, a sales executive handles all types of businesses. They give sales call to travel agents, tour operators, corporate clients, business houses, and other sources of potential busines. In large hotels, they may be given specific tasks such as individual or transient business, group business, crew business, domestic business, and international business,

Sales Techniques

A hotel may use various techniques to increase the sale of its room and other hospitality products. The most widely used techniques to boost sales of hotel rooms are personal sales and telephone sales.

Personal Sales

Personal sales technique is one of the most effective tools for selling hotel rooms. A personal sales call is used to build rapport with potential customers to sell the hospitality products offered by the hotel. The stepe involved in personal sales techniques are as follows:

• Prospecting

 • Overcoming objections

• Preparing for the presentation of a            sales call 

• Presenting the sales call

• Closing and follow-up

Prospecting The first step of personal sales technique is estimating the posibility of opening a sales account. Prospecting refers to preparing a list of probable. companies and individuals who might be contacted for getting business. A prospect may be from past referrals, community contacts, other property employees, etc.

Preparing for a sales call A sales call may fil due to inadequate planning, anxiety, or nervoumen of the salesperson, and also the failure of the salesperson to contact the decision-maker. The preparation for a sales call is very important in materializing the sales call. The proper planning for sales presentation includes the following:

• Thorough product knowledge

• Competition research

• Client research

Presenting a sales call. The presentation of a sales call involves familiarizing clients with the prospects of products and services, to convince them to use the same. It is the actual delivery of the facts and figures that you have prepared for preparation 

Telephone Sales
Technology has enabled sales personnel to attract business without leaving their office through telephone, Internet, etc., which can be an effective instrument for the following

• Searching sales leads

• Selling additional services

• Fixing sales appointment 

• Identifying target prospects

• Following up with the client

A telephone sales call is made by an executive of the telemarketing team. Members of the telemarketing team are given proper training to carry out telephone sales calls. The mannerism and etiquette of a tele-salesperson affect the response of prospective clients. The call should be made after taking proper appointment from the client. A telephonic sales call is as good as a face-to-face interaction with a client and requires similar planning and preparation.

Hotels use a mix of the sales techruques to maximire botel sales and generate optimum revenue for their organization. We have gained an understanding of various elements of hospitality marketing. Let us now understand the importance of budget and budgetary control, and various types of budgeta


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