An effective marketing and sales manager in a hotel should possess a variety of skills and qualities that can help to drive revenue and increase profitability.
If the points below aren’t in the job description then maybe they should be. In addition, the points below need talking through to establish how they affect your business and how they also link into current and new projects. Finally, if these points do make it into your job description, they should also be included within your appraisal system.
Here are some key attributes I’ve put together that represent the qualities expected within an effective marketing and sales manager role in your hotel.
1. Strong communication skills: An effective marketing and sales manager should have excellent communication skills, both verbal and written, both within the team and across departments. They should be able to communicate effectively with both internal and external stakeholders, including hotel staff, clients, and vendors.
2. Strategic thinking: An effective marketing and sales manager should be able to think strategically and develop plans and strategies that are aligned with the hotel’s goals and objectives. They should be able to analyse market trends and identify opportunities for growth. How far ahead the sales pipeline needs to reach is up to you.
3. Customer focus: An effective marketing and sales manager should be customer-focused and able to develop and maintain strong relationships with clients. They should be able to anticipate and respond to customer needs and preferences. In many ways the marketing and sales manager is a key ambassador for the business.
4. Strong leadership skills: An effective marketing and sales manager should be able to lead and motivate a team of sales and marketing professionals. They should be able to set clear goals and expectations and provide guidance and support to team members. Team motivation and management is key to delivering a strong forward energetic tempo.
5. Results-oriented: An effective marketing and sales manager should be results-oriented and able to drive revenue and profitability. They should be able to develop and execute marketing and sales strategies that deliver measurable results. Weekly meetings with the GM should be scheduled to maintain focus.
6. Analytical skills: An effective marketing and sales manager should have strong analytical skills and be able to use data and metrics to inform decision-making. They should be able to analyse sales and marketing data to identify trends and opportunities for improvement. This manager should be able to demonstrate expert skills in key systems such as the PMS and online portals.
7. Adaptability: An effective marketing and sales manager should be able to adapt to changing circumstances and market conditions. They should be able to adjust their strategies and tactics as needed to achieve their goals.
8. Industry knowledge: An effective marketing and sales manager should have a strong understanding of the hotel industry, including market trends, competitive landscape, and customer preferences. They should be able to stay up-to-date with industry developments and adjust their strategies accordingly. This manager should keep abreast on best industry practices, be a member of a national association and plan CPD on an ongoing basis.
9. Creativity: An effective marketing and sales manager should be creative and able to develop innovative marketing and sales strategies that can help to differentiate the hotel from its competitors. They should be able to think outside the box and develop unique and compelling marketing campaigns.
10. Time management skills: An effective marketing and sales manager should have strong time management skills and be able to prioritize tasks and manage multiple projects simultaneously. They should be able to meet deadlines and deliver results in a timely manner.
11. Budgeting skills: An effective marketing and sales manager should have strong budgeting skills and be able to manage the hotel’s marketing and sales budget effectively. They should be able to allocate resources strategically and make data-driven decisions about where to invest marketing and sales £’s.
12. Networking skills: An effective marketing and sales manager should be able to develop and maintain strong relationships with industry partners, including travel agents, event planners, and other hospitality professionals. They should be able to identify and pursue new business opportunities through networking and relationship-building.
As a key member of any hotels management team, an effective marketing and sales manager in a hotel should possess a range of skills and qualities that can help to drive revenue, increase profitability, and build strong relationships with clients and stakeholders. By being creative, strategic, customer-focused, and results-oriented, they can help to ensure the success of the hotel’s sales and marketing efforts.
As GM/Owner, it’s up to you to inspire your sales manager to achieve exactly what is required.
