sales and marketing dept

lec

sales and marketing responsibilities

• building image of organization among customers

• putting up effective sales and marketing plan

• carrying out market research product development campaign

• finding new segment in market

• bringing business and helping out finance department to achieve set targets

director of sales and marketing

• identifies and cultivates clients

• effectively manages hotel’s marketing efforts, helps set room rates to optimize revenue, negotiate sales contracts on behalf of hotel

• serves as leader of hotel’s sales and marketing team

marketing

all the activities designed to increase consumer awareness and demand by promoting and advertising the hotel

sales

specific activities related directly to servicing consumer demand and booking clients

group sales

large sale of the hotel’s rooms and services

site tours

physical trips around the hotel, usually hosted by a sales and marketing staff member

introduce clients and other interested parties to the hotel’s products, services, and features

segmentation of sales and marketing

• products and services

• market type served

• source of reservation

product or service sold

• group guest rooms

• weekend getaway

• conferences

• catered events

• meetings

• conventions

• wedding and special events

market segment

guests with common characteristics

corporate

business traveler

very important segment because the room rates paid by business travelers are among the highest many hotels will achieve

leisure travelers

come to hotel for vacations, weddings, visiting family and friends, or any other non work related reasons

traditionally rely heavily on travel agents

SMERF

groups consisting of social, military, educational, religious, or fraternal members

can be of significant size

source

the specific sources or distribution channels important to a hotel will vary based on hotel’s type and its market

drop ins

a potential buyer (guest) who arrives at hotel without an appointment

simply arrives on property and requests an immediate site tour that may include viewing sleeping rooms, meeting rooms, or banquet facilities

meeting planners

annually buy large numbers of lseeping rooms

also reserve significant amounts of meeting and catering space

travel agents

two types: brick and mortar agency, online travel agency

brick and mortar agency

may be retailers, wholesalers, or both

wholesale travel agencies

purchase hotel, airline, and other services in bulk from hotels and other businesses, and then offer them for resale through retail TAs

online travel agency

travel agency that interacts w its customers only primarily over the internet

consortia

largest customers of many hotels

multiple large buyers of hotel services who affiliate for the purpose of obtaining lower prices for their organizations or members

internet

a fairly recently developed distribution channel

it is both its own distribution channel and a way for other channels to communicate with the hotel

• marketing plan development

• advertising

• promotions

• publicity

• public relations

marketing tasks

marketing plan development

involve analysis of your competition, analysis of your own hotel, establishing your prices, and publicizing your offerings through continued advertising, promotions, and public relations efforts

advertising

• exterior signage

• in-hotel and in-room signage and materials

• brochures

• radio or television commercials

• direct mailings

• internet

• email

• social networks

• franchisor-supplied advertising tools

• billboards

• personal contact

advertising tips

• should be eye/ear catching

• memorable

• sell hotel’s features

• cost-effective

• do not become quickly outdated

• reflect positively on hotel’s image

• can be easily directed to hotel’s core client groups

promotions

often refers to special packaging of products and services

publicity

refers to information about the hotel that is distributed, free of charge, by the media

public relations

include those activities designed to ensure that the hotel has positive public image

enable potential clients to know property is a good community citizen