Hotel Sales and Revenue Leaders Navigate the Convergence of Their Disciplines
Upcoming RFP Season Highlights Need for Hybrid Approach
Gone are the days of hotel revenue management, sales and marketing each operating in silos or, in the worst-case scenarios, even against each other.
ORLANDO, Florida — Gone are the days of hotel revenue management, sales and marketing each operating in silos or, in the worst-case scenarios, even against each other.
Speaking during the "A New Framework for Converging Sales, Marketing & Revenue Optimization" session at the 2022 HSMAI Marketing Strategy Summit, Ed Skapinock, chief commercial officer for Appellation, outlined seven areas in which revenue, sales and marketing teams all have distinct tasks that could benefit from greater collaboration and cooperation.
Those areas are:
- Finding customers.
- Communicating and promoting.
- Monitoring competition.
- Creating content.
- Managing performance.
- Managing relationships.
- Working with operations.
He noted in those areas each department might be doing different tasks "but at their core they're trying to accomplish the same thing."