The Sales Manager is essentially responsible for increasing sales at the hotel by driving more business. They do this through sales and marketing. How they choose to sell and market their hotel varies by property, as they will often have different strategies. In the end though, the goal is to drive revenue by selling more hotel rooms to more customers. The Sales Manager will generally start by performing sales activities (often called traces in their hotel CRM). These activities range from cold emails and phone calls to in-person visits, tours of the hotel, scheduled check-ins, relationship building activities and more. The hotel Sales Manager is responsible for prospecting for new business, while maintaining and nurturing old customers and accounts. They set goals for their activities each week or month by which type of activity they will be doing. For example, they may set a goal to make 30 cold calls that week. Then, the manager will track their progress (how many calls they actually made) and the outcome of those calls. They track their results against their forecasted goal. Results in the hotel business are generally measured in revenue generated through room sales and other forms of revenue generation, but can also include sales activities, leads generated (tentative bookings), proposals generated (proposed bookings) and more. The Sales Manager starts by creating a list of goal activities. Then, they measure their actual results. Then, they measure the outcomes of those activities that actually took place. In this sense, the job of a hotel Sales Manager is similar to almost any sales job where they are both prospecting and nurturing existing business.
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