Hospitality Management - Sales & Marketing PDF

INTRODUCTION TO HOSPITALITY MANAGEMENT 7. SALES AND MARKETING  INTRODUCCTION TO HOSPITALITY MANAGEMENT Sales Department is responsible for: -Hotel Positioning -Market segmentation or target -Branding -Distribution and sale of products and services  INTRODUCTION TO HOSPITALITY...

INTRODUCTION TO HOSPITALITY MANAGEMENT 7. SALES AND MARKETING  INTRODUCCTION TO HOSPITALITY MANAGEMENT Sales Department is responsible for: -Hotel Positioning -Market segmentation or target -Branding -Distribution and sale of products and services  INTRODUCTION TO HOSPITALITY MANAGEMENT The Sales department defines the hotel's strategy in relation to the 4 P's of marketing:  INTRODUCTION TO HOSPITALITY MANAGEMENT There are two decision levels: -Strategic decisions. Medium and long term decisions. Segmentation & positioning decisions -Tactical decisions. Day to day decisions. Usual daily operation against unexpected events  INTRODUCTION TO HOSPITALITY MANAGEMENT SALES & MARKETING BASIC TASKS -Market research:.SWOT analysis.Identify market opportunities.Target segmentation.Competitive advantage.Information of events in the area  INTRODUCTION TO HOSPITALITY MANAGEMENT PROCESS OF IDENTIFICATION OF NEEDS / PRODUCT SWOT ANALYSIS COMPETENCY PRODUCT LOCATION ANALYSIS ANALYSIS ANALYSIS GOALS DEFINITION COMERCIALIZATION COMUNICATION SALES ACTIONS & STRATEGIES ACTIONS & STRATEGIES PROCESS DOUBLE CHECK & ANALYSIS OF GOALS  INTRODUCTION TO HOSPITALITY MANAGEMENT SALES & MARKETING BASIC TASKS -Demand:.Estimulate demand.Attracting potential customers.Advertising campaigns  INTRODUCTION TO HOSPITALITY MANAGEMENT SALES & MARKETING BASIC TASKS -Public Relations. Fairs. Workshops. Parties -Statistics. Numeric (ratios). Customer satisfaction (indicators)  REVENUE MANAGEMENT MARKETING SALES  INTRODUCTION TO HOSPITALITY MANAGEMENT SALES & MARKETING TASKS -Definition of potential customers -Updated database (CRM) Customer Relationship Management -Direct contact with event organizers, companies, partners... -New contracts for distribution channels and intermediates -Develop marketing strategies 2.0 -Social networks, keep in touch with the sector. Ex. LinkedIN  INTRODUCTION TO HOSPITALITY MANAGEMENT OPERATIONAL TASKS OF THE MICE DEPARTMENT -Coordinate events and groups arriving at the hotel -Communicate information between departments -Quote / cotizar -Operations -Billing -Direct relationship with the Food and Beverage Area  INTRODUCTION TO HOSPITALITY MANAGEMENT SALES DIRECTOR MICE / RESERVATIONS / SALES MANAGER CONFERENCE REVENUE MARKETING MANAGER MANAGEMENT REVENUE CONFERENCE COMMUNICATION MANAGER RESERVATIONS PUBLIC CATERING AGENT RELATIONS  INTRODUCTION TO HOSPITALITY MANAGEMENT SALES EXECUTIVE – EXTERNAL SALES MANAGER It is the professional profile of the hotel organization responsible for: National -External commercialization International -Attending trade fairs, congresses and workshops -Negotiating new contracts with external intermediates (Travel Agencies and Tour Operators) -Analysis and comparison of the ratios of sales management  INTRODUCTION CONFERNCETO HOSPITALITY MANAGER MANAGEMENT MICE TEAM MANAGER – Meetings, Incentives, Conventions and Exhibitions CCI – Congresos, Convenciones e Incentivos It is the professional profile responsible for: -Hotel Internal Commercialization -Sales visits -Quotations -Site Inspections -Interdepartmental communication -Development of service orders, group resumes, business reports... -Pre and Post-con attendance and coordination.  INTRODUCTION TO HOSPITALITY MANAGEMENT RESERVATIONS MANAGER – RESPONSIBLE OF RESERVATIONS It is the professional profile responsible for: -Control of Booking and availability -Reservations management -Daily rates management -Revenue management -Demand planning  INTRODUCTION TO HOSPITALITY MANAGEMENT GLOSSARY: -Service order: document that generates MICE with information of a group in relation to food and beverages -Management Indicators: Indicators are units of measurement that allow evaluating the performance of an organization's internal processes. -Site Inspection: a visit to a hotel property for the purpose of evaluation. -SWOT:strengths, weaknesses, opportunities and threats -Marketing Plan: report that outlines the marketing estrategy for the coming year. -Quotation: formal statement setting out the estimated cost for a service -Operations: operations is the work of managing the inner workings of your business so it runs as efficiently as possible. -Benchmarking: Process of measuring the performance of a company’s products, services, or processes against those of another business considered to be the best in the industry.