Providing the Necessary Tools and Training for the Hotel Sales Team
Distributing and positioning hotels through the Global Distribution System (GDS) and online resources allows meeting planners, travel agents, and wholesalers to access and reserve properties from around the world. Understanding how the Global Distribution System funnels inventory and rates to thousands of websites throughout the world is vital to a hotel’s ability to be sold to new clientele. These websites represent the property and are often seen as a reflection of the quality of the property. A detailed audit will be performed and resources will be provided to revise these sites with new and updated information. This is an essential task that can ensure that the property is being sold and marketed in the way in which is desired. Some of this information includes rate parity and sequencing, detailed descriptions of the hotel and amenities, rich pictures, location points, etc.
Generating and Managing Sales Leads
Lead Tracking – use of sales management system (i.e. Delphi, Salesforce, etc.) to store all information including correspondence, proposals and contracts.
Prospecting and Lead Generation – a minimum number of cold calls and/or emails will be required by each sales associate, which are to be recorded in the designated sales management system and discussed during weekly sales meetings. Third-party event planning websites are utilized to identify and capture new lead opportunities including Cvent, Hotel Planner and Smart Meetings, etc.
Quoting – confirm room availability, review current and past GRCs, review group history (if any), consider the established minimum rate restrictions and follow up with the director of sales (director of sales to follow up with general manager and corporate revenue manager), if necessary.
Contracts – collect and enter all necessary information in to the sales management system and import to the approved group market contract.
Follow Up – sales associate will send a “thank you” note and survey the day after check-out to the group contact, as well as a follow-up call or email no more than three days after check-out. All correspondence will be entered into the sales management system and feedback will be shared during the following weekly sales meeting. Continued correspondence between the sales associate and group contact is requested further out based on the group’s needs.
Lost Business Tracking – all lost business is required to be entered in to the sales management system for any reason including: lack of availability, rate resistance, limited meeting space, policies, hotel location, room types, on-site amenities, construction, etc.
Loyalty Program Participation
Charlestowne Hotels was one of the first hotel companies to partner with STASH Rewards, a hotel rewards program for independent upscale hotels throughout the US. This program was specifically designed for independent hotels to compete with internationally known franchise brand’s loyalty programs and provide an alternative to travelers seeking a more unique hotel experience.