Hilton Woodland Hills Tour Paper

THE MARKETING AND

SALES DEPARTMENT

Chapter 5 page 117

Sales staff main contact for

•Meeting planners

•Conventions

•Corporate Executives

•Who require meeting facilities

Influenced by technology

•If unfamiliar with the hotel then

•Impressions based on appearance, personality and conduct of the sales staff is vital

•Sales staff spends months contacting and securing a lead

•Must have confidence in hotels flawless ability to perform, this is essential!!

Relationship Forming

Sales and Marketing Department

Director of Sales/Catering

Sales Manager Sales Manager Convention

Service Manager

Sales Coordinator

Know your client type

 Conduct a search on the business/organization

targeted. Where was there last meeting?

 Selling to a financial type – most likely a

conservative manner applies

 Type of attendees? Demographic, Geographic,

Male vs. Female ratio, etc?

 Price is not the only motivator for final decisions.

 Value perception can help override price combined

Source of Leads

 Call ins

 Research conventions

in the area

 Reader Boards-

Knowland

 Chamber of

Commerce Directories

 Market Affiliations

 Referrals

 Trade Shows

 Networking

 Tour Lines / Airlines

 National Conferences

 Repeat Business

 Construction Sites

 Telephone Solicitations

Prospect = inquiry for a specific date, time &

agenda

Tentative = a proposal and/or contract has

been sent out and is pending

Definite = a signed contract has been returned

with a deposit

Leads Converted

Validate for your Goals

Documentation  Every Sales & Catering Manager has

goals assigned to them

 Every call, attempt, action must be

documented to keep them on target for

their quarterly goals

 Bonuses are rewarded for those

meeting or exceeding their quarterly

goals

Call Reports

Grouped into

(7) Seven

Categories:

1) Group, Room and Banquet

2) Group and Room

3) Group and Banquet

4) Group Only

5) Room and Banquets

6) Room Only and

7) Banquet Only

Manual or Automated Booking Systems

Booking

Systems Used

 The Manual system known as the

“Function Book” is found in smaller

properties

 More common automated systems are

now used such as Delphi

 The automated system is preferred and

easily accessible from your desk

computer

All Calls Documented

Capture all

Details -

 All pertinent information is recorded

 Including any personal information such as children, anniversaries, birthdays, hobbies, etc

 The likelihood of booking now or in the future

 Who are the decision makers

 Where their last event was held and what did they like the most and the least

 Invite them for a site visit and lunch or dinner

Convention Booking

 A “Block” = agreed upon # of rooms set aside for

a large group

 Once confirmed a “Group Resume” goes out that

details the groups times, arrivals, agendas, etc.

 Pre-Con Meeting – a meeting is set up between all

key Department Heads, the Group Contact/Leader

to review the purpose of the meeting and the

background of the group including expectations, off

site events, type of attendees, etc.

 All final details are secured at this time

Booking Pace

 Groups booked well in a year in advance

 Annual Meetings more of the norm

 Food and Beverage for most meals

 Ability of the group and hotel to plan for the event well in advance

 Budgets & Recession determine if or when a meeting will be scheduled

 Books within 2-3 weeks

 Food & Beverage modified

 Hotel to get the information first has more consideration of getting the group

 Scheduling staff, ordering the food more of a challenge

Before Now

The hotel will offer information to attendees who are not familiar with the hotel surroundings

Provide map of the area and Metro schedules

Provide a Group Bulletin Board

Map of the hotel and meeting rooms

Shuttle Bus services

Confirmation letter

Cookies and Lemonade in the lobby to welcome the group

Convention “Touches”

Weekly reports generated reflecting the room

pick-up for a group

A 10-day report is generated by date and

group for the operating departments to schedule

against

Monthly forecasts are generated the 1st of the

month for expenses and to gauge to flex

expenses or not

Internal Reports

MARKETING FUNCTIONS

Importance and Type

Resources both Internal & External

 Outside agencies are used to help with brochures

and collateral

 Promotions often done internally or with templates

 Can determine based on budget and advertising

dollars

 Usually specials within the hotel generated in-house

 Larger promotions with room packages external

resources used

Two Major Components to the

Advertising Process

 Developing the actual

advertising piece

 Chef Creations – used

internally

 Happy Hour used in

check inserts

 Placing an ad in the newspaper, Facebook, etc.

 Radio type

 Print Media

 Billboards

 Meeting Brochures

 Fact Sheets

Creative Function Media Function

Common Promotions Used:

 Price Promotions

 Trail Offers

 Frequency or Build Promotions

 Weak Demand Periods

 New Services

 Attract First Time Customers

 Reward/Price Promotions to attract Group Meetings

 Triple Hhonor Points

 10 for 10

Large hotels have a separate Marketing and

Public Relations department

Smaller hotels combine this position with the

DOSM

Press Releases, Photos, Speeches, etc.

Measured by large amount of exposure

Public Relations

Rate Management & Pricing

 Corporate Rate - %

off rack rate

 Rack Rate – highest

published rate

 Preferred Rates –

repeat customers

 In Season Rates

 Off Season Rates

 Leisure Rate includes

weekend rates,

summer rates, family

rates

 Premier Rate – higher

than corp rate includes

concierge access,

internet, etc

Meeting Revenue Objectives Pricing is influenced directly by supply and demand

Overall goal is to maximize revenue for the

lodging facility

If REVPAR increases than goals are met

If REVPAR is not achieved sales/marketing is

held accountable

REVPAR =

Revenue Per Available Room