Hotel sales staff of the future will need to be ‘ringmasters’, according to a new report.
Global hospitality and tourism training company, HT Training & Coaching, has issued a white paper discussing the changing role of hotel sales managers and their teams.
Taking research from corporates, travel management companies and agencies, as well as drawing on their own experience in training hotel sales teams, the paper makes the case for a new breed of hotel sales person: the ‘ringmaster’.
The paper argues that, although technology has taken over the traditional role of ‘walking, talking human brochure and order taker’, there is still a place for face-to-face relationships that build solid partnerships.
However, the dynamics of how the relationship is managed have changed, with corporate customers and agencies citing they want to see a level of personal responsibility from the hotel sales staff right through from the initial presentation and negotiation stages through to order taking, transaction and service delivery.
Rosemary Bannister, co-director of HT Training & Coaching, said: "The hotel sales person of the future has to embrace a ‘ringmaster’ role, engaging all ‘stakeholders’ by winning the trust and respect of the customer whilst ensuring that their hotel’s own in-house departments – accounts, meetings and events, revenue – are working cohesively and collaboratively to deliver the best possible service. They will then not only attract new accounts but build loyalty and repeat business."
Sue Massey, operations director of Grass Roots Meetings & Events agrees with the research.
She said: "We no longer need sales managers to meet with us on a monthly basis; we are looking for strategic partnerships to ensure we get the best possible rates, added value and terms for our clients.
"We also need our sales managers to be there when we need support, when problems arise and when we need help in complex situations. It is important that we build trusted relationships and expect them to support us in their own organizations."
