Primary Objective

The Sales Head is responsible for driving the hotel’s overall sales performance, revenue growth, and market positioning through effective sales strategies, business development, and relationship management. The role involves developing new business opportunities, strengthening existing accounts, managing the sales team, and working closely with Revenue, Reservations, Front Office, and other departments to maximize occupancy, room revenue, and overall hotel profitability.

Key Duties & Responsibilities

1. Sales Strategy & Business Development
   • Develop and implement the hotel’s overall sales strategy, plans, and initiatives
   • Identify and pursue new business opportunities across key market segments
   • Develop strategies to increase room nights, corporate business, groups, events, and other revenue streams
   • Establish clear sales targets and action plans for the sales team
   • Identify opportunities to increase market share and strengthen the hotel’s competitive position
   • Conduct regular sales calls, client visits, presentations, and business development activities
2. Corporate & Key Account Management
   • Develop and maintain strong relationships with corporate clients, travel agencies, tour operators, embassies, NGOs/INGOs, and other key accounts
   • Identify and develop potential key accounts and high-value clients
   • Negotiate corporate rates, contracts, packages, and business agreements within approved guidelines
   • Monitor production and performance of key accounts against agreed targets
   • Ensure regular follow-up and excellent client relationship management
   • Handle client concerns and ensure timely resolution to maintain long-term business relationships
3. Group, MICE & Events Sales
   • Drive sales for meetings, conferences, weddings, social events, and other group business
   • Develop and maintain relationships with event planners, corporates, tour operators, and other group business partners
   • Prepare and negotiate proposals, packages, and contracts in coordination with relevant departments
   • Monitor group and event enquiries from initial enquiry through confirmation and execution
   • Ensure effective coordination with Banquet, F&B, Front Office, Reservations, and other departments
   • Identify opportunities to maximize revenue from group and event business
4. Market Analysis & Business Development
   • Conduct regular market and competitor analysis
   • Monitor competitor activities, pricing, promotions, products, and market positioning
   • Identify emerging market segments and new business opportunities
   • Analyze market trends and recommend appropriate sales strategies
   • Develop market-specific initiatives to increase business from target segments
   • Maintain updated knowledge of the local hospitality market and industry trends
5. Sales Team Management
   • Lead, supervise, and motivate the sales team to achieve individual and departmental targets
   • Set sales targets, KPIs, and performance expectations for team members
   • Conduct regular sales meetings, briefings, and performance reviews
   • Monitor sales activities, client visits, calls, appointments, and conversion rates
   • Provide coaching, training, and guidance to improve team performance
   • Ensure effective territory and account allocation within the sales team
6. Sales Reporting & Performance Monitoring
   • Prepare daily, weekly, and monthly sales reports
   • Monitor sales performance against targets, budget, and previous-year performance
   • Track business generated by market segment, account, source, and salesperson
   • Maintain accurate records of sales activities, leads, prospects, and accounts
   • Analyze sales performance and recommend corrective actions where required
   • Provide regular updates and business insights to the General Manager / CEO
7. Revenue & Cross-Departmental Coordination
   • Work closely with the Revenue Manager to maximize room revenue and business opportunities
   • Coordinate with Reservations and Front Office to ensure effective conversion and handling of sales enquiries
   • Collaborate with F&B and Banquet teams to maximize event and outlet revenue
   • Coordinate with Marketing and Digital teams on promotional campaigns and sales initiatives
   • Ensure sales strategies are aligned with hotel revenue strategies, availability, and business priorities
   • Communicate market intelligence and upcoming business opportunities across relevant departments
8. Sales Promotion & Marketing Support
   • Support the development and implementation of sales promotions, packages, and campaigns
   • Identify opportunities for direct sales and partnership promotions
   • Participate in trade fairs, exhibitions, networking events, sales missions, and industry functions
   • Develop sales presentations, proposals, and promotional materials in coordination with Marketing
   • Strengthen the hotel’s visibility and relationships within the target market
9. Budgeting & Planning
   • Support the preparation of the annual sales and marketing budget
   • Develop annual and monthly sales action plans
   • Monitor sales expenses against approved budgets
   • Recommend resource allocation and initiatives based on business potential
   • Review sales forecasts and adjust strategies according to market conditions
10. Customer Relationship & Service Excellence
    • Maintain strong relationships with existing and potential clients
    • Ensure timely follow-up on enquiries, proposals, and client requirements
    • Gather and communicate client feedback to relevant departments
    • Support the hotel in maintaining high standards of customer satisfaction
    • Develop long-term partnerships that contribute to repeat and referral business

Key Skills & Competencies

• Strong sales, negotiation, and business development skills
• Proven ability to achieve sales targets and drive revenue growth
• Excellent corporate and client relationship management skills
• Strong knowledge of hotel sales, corporate, leisure, MICE, and group segments
• Excellent communication, presentation, and interpersonal skills
• Strong leadership and team management abilities
• Ability to analyze market trends, sales data, and business performance
• Strategic thinking and commercial awareness
• Strong networking and business development capabilities
• Excellent coordination and relationship-building skills
• Ability to work under pressure and achieve targets within deadlines