Senior/Director of Sales

The Senior/Director of Sales is responsible for leading the hotel's sales strategy and achieving revenue targets across corporate, leisure, group, MICE, wholesale, and other market segments. The role develops and maintains strong relationships with key clients, travel partners, event organizers, and corporate accounts while leading the sales team to maximize occupancy, room revenue, and overall hotel profitability.

Key Responsibilities

Sales Strategy & Revenue Growth

• Develop and implement the hotel's annual sales and business development strategy.
• Establish sales targets, budgets, forecasts, and action plans in line with the hotel's commercial objectives.
• Identify new business opportunities and develop strategies to increase market share.
• Monitor market trends, competitor activities, customer needs, and pricing strategies.
• Work closely with the Revenue Management and Marketing teams to optimize room rates, occupancy, and revenue.

Business Development

• Develop and maintain strong relationships with key corporate accounts, travel agencies, tour operators, wholesalers, and event organizers.
• Identify and secure new corporate and group accounts.
• Conduct sales calls, client visits, presentations, networking events, and trade shows.
• Develop strategic partnerships that generate consistent business for the hotel.
• Manage key accounts and ensure high levels of client satisfaction and retention.

Group & MICE Sales

• Drive group, meeting, conference, incentive, and event business.
• Oversee the sales process from lead generation and proposal development through negotiation and contract closure.
• Work with the Events, Banquet, Front Office, and Operations teams to ensure successful delivery of group business.
• Develop long-term relationships with meeting planners, event agencies, and corporate organizations.

Sales Team Leadership

• Lead, motivate, coach, and develop the hotel's sales team.
• Set individual and team sales targets and monitor performance against KPIs.
• Conduct regular sales meetings, pipeline reviews, and performance evaluations.
• Provide guidance and training to improve sales techniques, account management, and business development.
• Ensure the team maintains accurate sales records, account information, and sales activities.

Account Management & Customer Relations

• Maintain regular communication with VIP clients and key accounts.
• Negotiate contracts, rates, and commercial agreements within approved guidelines.
• Handle important client concerns and ensure appropriate follow-up.
• Develop account plans for high-value customers and identify opportunities to increase business.
• Maintain strong relationships with repeat guests and business partners.

Reporting & Administration

• Prepare weekly, monthly, and annual sales reports and forecasts.
• Monitor sales performance, conversion rates, business leads, and revenue production.
• Maintain an accurate sales pipeline and ensure timely follow-up on leads.
• Provide regular updates to the General Manager and senior management.
• Ensure sales activities comply with hotel policies, procedures, and brand standards.
• May require performing AI-powered workplace productivity tools (e.g. Microsoft Copilot, ChatGPT or other approved AI applications).
• May require undergoing digital transformation by process improvement and the adoption of technology to enhance business performance.

Cross-Department Collaboration

• Work closely with Revenue Management to maximize room revenue and market positioning.
• Collaborate with Marketing and Digital teams on campaigns and promotional initiatives.
• Coordinate with Front Office, Reservations, Food & Beverage, Events, and Operations to ensure seamless service delivery.
• Participate in management meetings and contribute to the overall commercial strategy of the hotel.

Key Performance Indicators (KPIs)

• Total sales revenue
• Room revenue and RevPAR contribution
• Corporate, Wholesale, Group, other segments account production
• New account acquisition
• Sales conversion rate
• Occupancy contribution
• Average Daily Rate (ADR)
• Market share
• Sales pipeline value
• Client retention and repeat business
• Sales team performance
• Brand Ambassador for sales events and tradeshows

Qualifications and Experience

• Bachelor's degree or diploma in Hospitality Management, Business Administration, Sales, Marketing, or a related field.
• Minimum 5–8 years of hotel sales experience, with at least 3+ years in a managerial position.
• Strong knowledge of corporate, leisure, group, MICE, and/or hospitality sales.
• Proven track record of achieving and exceeding sales targets.
• Strong network of corporate clients, travel agencies, event organizers, or industry partners is an advantage.
• Experience with hotel Opera PMS, CRM, sales systems, and Microsoft Office.
• Excellent communication, negotiation, presentation, and interpersonal skills.
• Strong commercial awareness and understanding of hotel revenue principles.
• Experience using AI-powered workplace productivity tools (e.g. Microsoft Copilot, ChatGPT or other approved AI applications) as an added advantage.
• Demonstrate interest in digital transformation, process improvement and the adoption of technology to enhance business performance as an added advantage

Personal Attributes

• Results-driven and commercially focused.
• Strong leadership and team-management abilities.
• Excellent relationship builder and communicator.
• Proactive, energetic, and confident.
• Strong negotiation and problem-solving skills.
• Able to work under pressure and meet deadlines.
• High level of integrity, accountability, and customer focus.