The role of sales and public relation in hotel

1. ANJUSHA PP
THE ROLE OF SALES AND PUBLIC
RELATION IN A HOTEL

2. INTRODUCTION
 The hotel organisational structure include different
departments like front office, F&B, HR, accounts,
engineering, sales and marketing etc…
 The sales department plays an important role in the
hotel business in enhancing the business as well as
increasing the image of the hotel.
 Many chain hotels have regional sales organizations
which are directed towards producing business for
chain hotels.

3. DEFINITION
 A hotel sales coordinator works as part of the company's marketing
and sales staff. Her typical role is to prospect and sell the hotel's
facilities and rooms to groups and organizations looking to hold
conferences or events. Coordinating details of the event is also key to
developing long-term relationships with clients.
 The first role of the sales coordinator is to prospect. This includes
putting together lists of potential clients, contacting area businesses,
and following up on any referral opportunities

4. SALES DEPARTMENT
 Group and convention sales
Travel agents sale
Banquet sales
Local individual sales
(public relation)
(guest history)
DIRECTOR OF SALES

5. Director of sales
 The director of sales is the head of sales
department
 Is responsible for administering and directing
the sales effort within several subareas in to
which sales function is normally divided

6. RESPONSIBILITIES OF SALES
 PLANNING: most important because the bookings are often
done in advance. Esp in group and convention sales and
banquet sales
 POLICIES: important since selling must be done with certain
policies in mind.
1. Rates of future booking
2. Size of groups to be accepted at certain time of the year
3. Amount of advanced deposite to be obtained and also at
what intervals.
4. Commissions to be paid.
5. Requirements such as room list, prelabeling of baggage,
preassignment of rooms and overall handling.
6. No. of complimentary rooms to be given to groups.
7. Overall allotment of rooms between groups and individuals.

7.  RESEA RCH: Of sources of business
 DEPARTMENT MANAGEMNT: the head must be an
administrator , capable of managing the department in
addition to selling.
 INTERDEPARTMENTAL CO-ORDINATION: just like other
products, in addition to selling one should also deliver it.
Proper reputation for always delivering is the sales
departments greatest asset.
 TRAINING: department should train the less experience within
a resasonably shorter time.
 BUDGET: an agreed upon budget is required and should
operate within.

8.  INCENTIVES: make sure the incentive payment is made only
after business has actually been received and not at the time
of booking.
 DIRECT MAIL: sales staff can communicate with possible
sources of business by direct mail, through shotgun type
mass mailings.
 INTERNAL SELLING.

9. PARTS OF SALES
DEPARTMENT
 GROUP AND CONVENTION SALES: Largest element not only in
terms of effort and time but also in number of people employed.
Room allocation: This varies every month.
First transient business should be calculated and then rest of rooms
can be allotted to groups. (10% extra reasonable)
Planning : long range planning needed because group and
convention business doesn’t materialize overnight. There must be
continuous
communication with such organizations.
Incentive groups: much of group and convention sales business
results from incentive programmes that are maintained by large
companies.
The coordinator: to work closely with the group leaders
The specific areas of responsibility include handling of airport
arrivals, baggage handling, pre registration of members of group,
proper monitoring of function, maintain daily account with leader
Records : the activities of individual sales person must be monitored

10.  TRAVEL AGENT SALES: this require substantial travel by the sales
staff.
 Two types of travel agents- whole salers and retailers must be
visited. Retailers mostly communicate with hotel through
wholesalers
 Through relationship with hotel the wholesalers obtains allocation
of certain number of rooms that can be sold without checking back
to the hotel.
 Wholesaler doesn’t have to make an advance deposite since a credit
is established with hotel
 When business is booked through wholesaler the commission is
higher than that paid directly to retailer.
 Hotels use direct mailings of promotional literature to agents as a
means of developing interest and business.
 Many hotels use form of selling called “sales blitz” to promote sales
in a specific area.
 Its common practice in hotels to offer discounts of various types to
travel agency personnel who wish to visit the hotel.

11.  BANQUET SALES: Banquet manager is responsible.
 source of business is local community. Thus good contact
necessary. esp with major companies in the area.
 Techniques- period luncheon and cocktail party to
appropriateexcecutives of the company
- credit card issuing
-consideration to VIP cards to people in company
responsible for choosing the location for the functions.
 close contact with fraternal and charitable organization also
necessary.
 Type of functions- weddings, dinners, dances and other
social events, cocktail parties, meetings of business
organizations.
 For any such function pre established menus and prices must
be used.

12.  GENERAL LOCAL SALES: local sales manager is
responsible for room business other than functions
from business community.
 maintain contact with
 Airlines
 Travel and tour operators
 Secretaries
 Taxi drivers
 Professional people
 Embassies

13. PUBLIC RELATIONS
 Public relation director who is responsible for promoting
the image of the hotel.
 These people report to general manager not the
director of sales.
 The entertainment of VIP visitors, seeing that
photographs are taken for release.
 Along with general manager , responsible for certain
social functions (mainly in resorts) like honeymoon
breakfast, fashion shows, beauty cintest, and other
activities.

14. GUEST HISTORY
 This area is maintained by the reservation staff rather
than sales department.
 Guest history records are useful as a sales tool in
mailing brochers, rate sheets, etc... And creating good
guest relation.
 The computerization of reservation has resulted in the
form of property management system has resulted in a
greatly expanded use of guest history. Common
classification include:
 Grouping by ZIP code
 Grouping by length of stay
 Grouping by date of arrival
 Grouping by source of business
 Grouping by total expenditure
 Grouping by travel agent

15. CONCLUSION
 Achieving the maximum level of success in sales
requires close coordination and harmony among
all segments of the sales function.
 Only then can truly intelligent selling take place-
the booking of right business at the right time at
the right price.

16. THANK YOU