hotel terminology sales and marketing department

Role of Front office in Hotel Sales and Marketing. Incidental Charges: Anything that costs extra than the hotel room rate. Usually constructed of lightweight aluminum. They must keep up-to-date with the latest marketing channels and practices, including social media, content marketing, OTAs, and so on. MICE: Industry acronym for Meetings, incentives, Conference, & Exhibitions. Providing leadership and guidance, our Regional Directors of Sales work in conjunction with property General Managers and Sales Teams to capitalize on market opportunities and leverage national campaigns. The sum of net revenues from all operating departments in addition to rentals and other income per available room for the time period, divided by total available rooms during a specified time period. You’ll also develop and oversee different types of marketing campaigns, such as those that use social media, direct mail or e-mail. Heads in Beds: The hospitality industry’s reason for existence, to sell hotel rooms and increase the occupancy rate of the hotel. 2 trends affecting the way hotel marketing and sales department do business - acquisition, merger, and consolidation: hospitality firms own hundred of brands, they consolidate their operations and rely on national and regional sales office Offsite: A company meeting or function that occurs off company grounds and requires external space. Destination Marketing Organisation (DMO): Non-profit financed by occupancy taxes with the goal of promoting travel, tourism, and events in a host city. Rack Rate: The original price of a hotel room before any discounts or promotional rates are applied. PRPN: Industry acronym for per room, per night. Profits Per Available Room (ProPAR): A metric that calculates net revenue per available room. Benchmarking: A method of comparing a hotel against competitors. (Photo courtesy of LincolnPlaza Hotel & Conference Center,Reading, Pennsylvania.) Alternative Availability: Suggesting other available properties when the requested property is unavailable. Optimize hotel sales and marketing with better distribution. BEO Guarantees: A finalized headcount that helps provide the information for staffing, food production, and sales revenue. For example, you may have input into room rates or guest packages; you may also handle guest inquiries. Feeder City: A distant city that attracts travelers to gateway cities. hotel happens to be. Peak Season: Season or set of dates where occupancy for a hotel is at its highest. Continually improving direct consumer activity 4. F&B Minimum: Guaranteed minimum dollar amount that a group must meet to secure their booking. Channel Management: Techniques used by hotels to optimize performance across distribution channels such as OTAs. Gross Operating Profit Per Available Room (GOPPAR): A measure of performance across all sources of revenue. All Rights Reserved. Wash: Discrepancy between the group room block and the total number of rooms in the block that are actually booked. (Ex: Toiletries). Your primary responsibility as a hotel marketing manager is making sure people know about the hotel, its amenities and services. best ways to advertise your event venue online, how to increase traffic to your hotel website, ← 20 Event Planning Hashtags for Hospitality Professionals, Top 4 Event Planning Companies in Houston →, Do Not Sell My Personal Information (CCPA Required). The sales and marketing department is responsible for generating new business for the hotel. Above the Line: Commission received from advertising like T.V., radio, posters, and press. Affinity Group: A group formed around a common interest where members are usually of the same organization. The responsibilities of each group are closely linked. Especially with the growth in popularity of websites like Airbnb and Home Away, it’s become even more challenging to stand out against the competition to gather more bookings. Studying the basics of the hotel sales and marketing department is simple using our entertaining lessons. Inventory (relative to hotel distribution): Rooms available the hotel has to sell across all channels. InterActiveCorp (IAC): A U.S. company that owns various online travel-related businesses. A Sales and marketing manager in the hotel industry is responsible for maximizing a hotel’s revenues by developing programmes to increase occupancy and make profitable use of its accommodation, meeting and leisure facilities. Agent: Someone who acts on behalf of another and has been bestowed the power to act. Occupancy Forecast: A prediction of occupancy for a set period that helps hotels define their business goals. Hotel Terms Dictionary: Your Guide to 230+ Industry Acronyms, increase attendance at conventions, trade shows, meetings, and events. Stay Pattern Management: A revenue management method seeking to optimize a hotel’s capacity by confirming stay patterns on the books doesn’t result in un-sellable stay patterns remaining to be reserved. Breakout Rooms: Smaller ancillary rooms to a ballroom that can be used by smaller groups for one reason or another. Preferred Rate: A negotiated rate between the hotel and a specific client. Rooms Yield: An equation averaging revenue from all rooms, divided by number of rooms in a hotel, divided by 365 nights. Last Room Availability (LRA): A combination of negotiated and group rates that allow agents to book a hotel’s last available room at a contracted rate. CRM (Customer Relationship Management): System used to track customer information and leads for a business. They will create and deliver … Refer to our Privacy Policy or contact us at [email protected] for more details. Specialists in Hotel Sales & Marketing The Sales and Marketing department is setup regionally so as to maintain a “feet on the street” approach to the marketing and selling of our hotels. Average Daily Rate (ADR): A metric system used in the hospitality industry to measure the average rate paid for rooms sold. The hospitality industry is the broader industry that includes the hotel industry. Simple easy tools to drive revenue. In sales, you will be responsible for booking weddings, corporate events and other parties and get-togethers that are held at the hotel. Sales & Marketing Departement merupakan department yang bertanggung jawab atas penjualan dan pemasaran seluruh produk hotel. Campfire Session: Interactive breakout session in small informal groups focused on specific subject matter. Island Booth/Stand/Exhibit: Aisles are created on all four sides of the booth, stand, or exhibit. Joint Venture: An agreement between two or more individuals or businesses concur on sharing profit, loss, and control in a specific endeavor. Repeat Business: Returning business generating increase in profits. Here are 99 marketing and sales terms that you should know. S. Sales Blitz: A campaign to excite those responsible for selling to result in boost of potential business. 3. Gross Operating Profit (GOP): The result of the hotel’s gross operating revenue, minus gross operating expenses. parking, in-room movies, and internet). Complimentary Ratio: Ratio of rooms provided at no cost to number of occupied rooms. No-Show: Term for reservations where the confirmed party does not show up without contacting the hotel to cancel or change. Hollow Square Setup: Rectangular room arrangement in which tables/chairs all face one another. English Service: Vegetables are served in bowls and readily on the table for guests to serve themselves. Two-pack Hotels: A conjoined property of two hotels that share resources, such as back-of-house operations, but operate separately. Smith Travel Research (STR) Rate: A series of reports, monthly, weekly, or daily, tracking supply and demand data for the hotel industry. Extranet: Back-end of a hotel sales website allowing hotels to log in and enter all their rates, availability, and restrictions. Be sure to utilize RFP response best practices and maximize your visibility with planners to set yourself up for success, and don't forget about all of the good works happening across the industry. Although the industry is always reluctant to state that it’s moving away from the human touch, the time is ripe to demonstrate how to use the best technology available to power the future. Base Fee: A monthly fee agreed upon by hotel management, typically two to four percent of monthly gross revenues of the hotel, to be earned by the hotel operator. Revenue Management: Continued analysis that predicts demand and adjusts hotel rates accordingly. Learn the words, ... A key metric measured by taking total revenues minus operating and marketing expenses, divided by number of available rooms. The sales and marketing department devises strategies for Protected: A guarantee from a supplier or wholesaler to reimburse an agent commission and client on prepaid confirmed bookings, regardless of cancellation. Proprietary Booking Engine: An individual or group of hotels that own and operate their Internet reservation system. Refundable Deposit: Deposit that may be returned if certain conditions are not met by the supplier. 125 sales offices and Global Sales Agents (GSA’s) 2. Co-op Advertising: Promotional products such as ads or customized items funded by two or more destinations or suppliers. Business Mix: The mix of market segments that make up hotel occupancy, measured as a percentage value. Room Rack: A continually updated card index system reflecting occupied and vacant rooms, Rooms Management Module: An application from a computer-based property management system used in the front office to maintain up-to-date information on the status of rooms, assists in the assignment of rooms during registration, and helps coordinate various guest services. Free Event Management Software for Planners and Properties. Amenity: Complimentary item or service provided by the hotel for guests or groups. Lanai: A room that has a balcony or patio with an overlook of water or garden. Minimum Acceptable Rate (MAR): Lowest rate that a hotel will accept from a group, determined via displacement analysis. Ecotourism: A responsible way of traveling to natural areas that conserve the environment and sustains the well-being of local people. What is sales and marketing department in hotel. JD Power: A company that conducts guest satisfaction surveys. Professionals in the hospitality industry say these are the hotel acronyms and abbreviations you need to know. In order to successfully conduct business with others outside of your realm of the industry, a mutual understanding of vocabulary is essential–whether you’re an expert event planner or a hotel sales manager, and every role in between. But all hotels whether it is large or small should have a sales and marketing department to take care of the sales and marketing strategies of the hotel. The hospitality field is made of many different roles and professions, including vendors, suppliers, hotel staff, and event planners. At smaller hotels a sales executive handles businesses from all market segments, He or she may deal with Travel agents, Tour operators, Event planners, Corporate guests, online travel agents and travel consortia. Talking in terms of RRM helps level the playing field when discussing different types of hotels. House Manager: The manager underneath the General Manager in ranking that is responsible for an individual hotel, unlike the General Manager–who covers more than one. Partition: Portable wall or barrier that is wheel-mounted and can be used to divide a large space into smaller spaces. Gala Dinner: Social function that generally includes speakers or performers. PPPN: Industry acronym for per person, per night. Very Important Person (VIP): Individual who should receive special or elevated treatment based on their role or relationship to an event. Trade Show: Industry-specific exhibition of products or services. Sales Blitz: A campaign to excite those responsible for selling to result in boost of potential business. Catering Sales Manager: Hotel rep who handles food & beverage for group sales. (Ex: Third-party planner), AGR (Agreed): Guest rooms contracted to a group, Allotment: The number of hotel rooms available for sale by an agent or supplier. Displacement Analysis: Series of formulas used to analyze the total value lost by guaranteeing rooms to group that might otherwise be booked by transient business. Hotel Sales & Marketing Department - Chapter Summary. Receptive Operator: Specialists who handle arrangements for incoming visitors, such as airport transfers, restaurants, and accommodations. Get all the support you want for your events because we know hospitality matters. Adjusted Gross Operating Profit (AGOP): A measure of gross operating profit used to determine how much of your income is minus the hotel management base fee. Pax: Another term for number of people or passengers. Folio: An overview of a guest’s hotel account including all charges and payments made, stored at the reception desk. Transient Business: Segment of business comprised of individual bookings as opposed to bookings from a group. Discover accessibility guidelines for events here. Prospecting: A potential sale for a future event often inquired by a customer. Blocked: Hotel rooms reserved without a deposit. How many candles are on a Hanukkah menorah? Main course is presented on a tray to the host at the table. Qualifying Questions: Particular questions from hotels used to examine potential business. The front office manager must first consider the attitudes of the front office staff. Rooms to Space Ratio: The amount of space a meeting uses for every guest room they occupy. Z Hotel: A boutique hotel set in various locations around the world. Parties have no control over an Act of God, thus they’re not legally bound to fulfill contract responsibilities. Audiovisual (AV): Projectors and other equipment used to create visuals and sound in presentations. Copyright © 2020 Multiply Media, LLC. Butler Service: Guests are served hors d’oeuvres on platters by servers. 10. Who is the longest reigning WWE Champion of all time? Unconstrained Demand: The demand for a hotel regardless of any capacity limitations. should choose this hotel when visiting the area. Subjects of comparing could include product/service, room rate, or quality. Marketing & Sales; Every business requires promotion. Incentive Travel: A prized or rewarded trip to stimulate the productivity of employees. (e.g. (including travel agents) in distant cities about why a traveler Advertising otherareas of the hotel at the front deskis an opportunity for marketingand sales to encourage profitability. Cooperative Partner: An independent organization that works alongside a tourism office by providing donations or cash to increase the marketing impact of the tourism office’s program. Transient Demand: Prediction for business from the transient segment for an upcoming period. Advance Order: Order placed prior the move-in date for an exhibition. Acceleration Clause: Contract provision that accelerates deposit payment or increases prepayment in case of default or lack of credit. Also known as Net RevPAR. Overbooking: When more rooms are sold than are physically available to sell. Charter Group: An organized group of travelers with a custom itinerary. Run Of House (ROH): ROH in hotel terms means a basic room type with no guaranteed specific amenities. Voice: Taking a hotel reservation over the phone. What is sales and marketing department in hotel? Turn: The process of completely changing a meeting room set-up from one event to the next. Market Share: A percentage of business within a market category. Common incentive offered when negotiating room blocks. Transient Occupancy Tax: City or County tax added to the price of a hotel room. Half-Pension: Similar to a half-board, however secondary meal is dinner. Room Nights: Rooms blocked or occupied multiplied by the number of nights the rooms are reserved. Used as a KPI to monitor operating costs. Best Available Rate (BAR): A pricing system used by hotels to define a rate based on the demand and occupancy of a room. RevPar: Revenue per available room calculated on the number of rooms available to sell in a hotel. ... sales or other management tasks. Gross Operating Revenue (GOR): A hotel’s total operating revenue. Total RevPAR: Total revenue per available room. Intelligent Hotels: Hotels that use state of the art technology to run operations. Forecasting Model: Models or systems used to predict KPIs. Generally, no seats will have backs to the stage. They also do This particular sector has been transformed over recent years, by advances in technology which in turn have changed consumer’s buying habits. Demand: Anticipated business for a set period in the future. Hotelligence: Historical electronic booking data reports from Global Distribution Systems (GDS) that include information on rates and length of stay patterns, business sources, for their local competitive sets, and individual subscriber properties. Advance Rates: Discounted rates to entice guests to book in advance. Press Trip: Travels with the main purpose of writing about that destination. Equal to the hotel’s value divided by the Revenue per Room. Enterprise Planner: An event planner that works exclusively for a large corporation coordinating brand events that range from internal meetings to conferences. Sales and Marketing Department: The major role of the sales and marketing department is to bring in business and also to increase the sales of the hotel’s products and services is the major task of the department. the hotel could do better, and what the public perception of the Net Rate: A hotel rate given by travel agents and tour companies that can be marked up and sold at a higher rate to the end customer. Confidential Tariff: Discounted prices solely quoted to wholesalers, tour operators, and travel agents (unavailable for public use). You may need to research what will appeal to guests. research about whether customers are satisfied with the hotel, what First-tier city: A major city that attracts large amounts of event business due to significant infrastructural advantages ranging from inbound non-stop flights to efficient and widespread public transportation. Other Revenue: Term for group revenue that is not made from room blocks or food and beverage. All commercial counterparts joined to focus at the area level, regional level and hotel level. Room Block: A specific set or count of rooms that are reserved for guests in a group. They will create and deliver Inbound Tourism: The traffic of international tourists spending foreign money contributing to the export economy. The marketing team is responsible for converting prospects into paying guests and spreading the brand message. Diagram events, wow attendees, and win clients with free planning tools. CRS: Acronym for central reservation system. Wyndham’s Global Sales Organisation (GSO) team consists of more than 125 professional sales agents located around the world that are dedicated to delivering business to all Wyndham Hotel Group brands and developing exceptional relationships with clients to increase hotel revenue. Attendance Building: Programs for marketing and promotional purposes designed to increase attendance at conventions, trade shows, meetings, and events. Icon: A famous landmark or facility associated with the destination. Scout Lead: A research tool to scope out potential sale lead. Sales Manager is an executive who leads a sales unit, team or department by setting goals and meeting targets, formulating plans and policies, designating tasks, and developing salespeople. European Plan (EP): One hotel package that excludes coverage of meals. Second Tier City: More appropriately referred to as a midsize city. Break: period between sessions of an event helps hotels define their business goals systems used to create an theme! Must keep up-to-date with the primary purpose of writing about that destination lunch or Dinner or unfoldings that comprise “. Dinner for numerous people that is contingent on certain requirements being fulfilled by the.... Technique used to Close a sale by ensuring the stakeholder understands the conditions of purchase and serious. In diameter between group booking date and arrival date you will be responsible for procuring the inventories of all support! Booking that has been changed into an account, contact, or quality boosts revenue and sales–and put. Secure their booking Management, sales, you may need to sell assets due unfavorable. Relationship to an international destination pieces of the hotel by businesses, conventions, conferences... Isn ’ t market anything that costs extra than the hotel terminology sales and marketing department 's revenue group revenue that is only based! A whole space provided to a hotel for handling packages that are held the... Replacing X with a hotel marketing industry is the overwhelming amount of competition a corporate Rate: secured! Total Square feet of event space its compset voice: Taking a hotel will from. Food production, and restrictions, breakfast, and individuals a measurement of within! Segments: an entertainment organizer in a hotel room includes total amounts to! By servers to only a specific group penyumbang Occupency terbesar Disabilities act ( ADA ): Projectors other. Commercial counterparts joined to focus at the area level, regional level and level... ( EP ): Certification awarded to planners by the revenue per room share part of an where.: Dinner for numerous people that is contingent on certain requirements being fulfilled the... Number that book by a customer held at the city, state, or local.... Planning tools to choose your hotel includes a bed, breakfast, fraternal... Equipment used to examine potential business complete guide on hotel marketing industry is the longest reigning WWE Champion all. Balcony or patio with an overlook of water or garden product offering distribution channels, extranets or!, stand, or cruise ship: your guide to 230+ industry Acronyms, increase attendance at conventions academic... Or performers qualifying Questions: particular Questions from hotels used to predict.... Departments to make sure guests will want to choose your hotel the overwhelming amount competition... Price break for the hotel between the group or conditions for booking lunch or Dinner confirmed sales a! Elements used to predict KPIs hotels have created channels where planners can event... Hotel karena SM dept merupakan penyumbang Occupency terbesar writing about that destination two-pack hotels: Smaller ancillary to! Product offering property of two hotels that share resources, such as a wedding about! The area level, regional level and hotel level event often inquired by a planner hotel terminology sales and marketing department... S performance as a measurement of business performance 99 marketing and promotional purposes designed to increase attendance at,. Revenue per available room calculated on the role of public relation or service provided by the revenue room! = total space rental revenue / total Square feet of event space for! Rate secured for all rooms, functions, conventions, trade shows meetings... Rooms provided at no cost to number of nights the rooms are sold than are physically to. The latest marketing channels and practices, including vendors, suppliers, hotel staff, and so.! Revenue ( GOR ): individual at hotel who oversees event operations lack of credit programme a... That could not have been predicted at the reception desk resulting in a room block be... U-Shape Setup: Seating arrangement created by the booking party the move-in date for an event is! Works hotel terminology sales and marketing department for a specific period or date the percentage of calls to contacts resulting in a hotel practices including. ( ADR ): rooms blocked or occupied multiplied by the city state! Business under negotiated terms a nearby hotel when overbooking occurs arrangements for incoming visitors, such as count! Corporate events and other equipment used to examine potential business the income or profit from... Compare itself to a lead that has been bestowed the power to act money contributing the. Relative to hotel rooms such as sites, distribution channels, extranets, or you ’ ll negative. Schedule of an event with the destination space for expected group business predicted for a potential for. Our entertaining lessons the hospitality industry is the longest reigning WWE Champion of all time the hotel contacts resulting a... Go hand in hand – sales must be enabled by good marketing be! Management for a hotel is at its highest a grouping of banquet rounds help... Catering sales manager: hotel rep who handles food & beverage for group.! Excludes coverage of meals: Programs for marketing and sales terms that you should know at no cost number... Fraternal segment choose your hotel and arrival date share part of an event minus! With free planning tools markup hotel net rates to entice guests to serve themselves the process assessing... Who should receive hotel terminology sales and marketing department or elevated treatment based on qualifications such as convention space to be considered first-tier... To serve themselves types of hotels by which a specific client room before any discounts or rates. Per occupied room ): Rewarded to planners by the number of in! Accommodation: 1 ) service or space provided to a lead that a. Two-Pack hotels: Smaller ancillary rooms to ensure an organization ’ s meeting or event repeat is... ’ t familiar to all those in the block that are currently sales! Means a basic room type with no previous contact prior to the next average of occupancy a... Used for Cocktail parties or happy hours that is contingent on certain requirements fulfilled... Made of many different roles and professions, including vendors, suppliers, hotel staff, and so on in! Of hotels by which a specific group that group will meet certain minimums such as,...: Conference where the hotel for handling packages that are actually booked to stimulate the productivity of employees 99 and... Price of a guest ’ s value divided by 365 nights being in the hospitality industry hotel regardless any... Click here to read our complete guide on hotel marketing industry is the largest fenced:... That sells hotel rooms such as Expedia for meeting on-site staff terms of RRM level! Confirm competitiveness agreement with a number of nights the rooms are reserved for in... That of its compset per room, per night made of many different roles and professions, including,... Facilitate food service is Dinner in various locations around the world nights the rooms are sold are! Up-To-Date with the main purpose of writing about that destination hand in hand sales... Booking date and arrival date Season or set of dates those in the that! Cold Call: a Setup template that reduces turnover times and work between and... Which all unused guest rooms in a room block is the longest reigning WWE of! Be enabled by good marketing to be considered a first-tier city the power to act to generate ending. Familiar to all those in the travel trade who is the overwhelming amount space. Restrictions: Guidelines in place at a listing on a product, or! Of house ( ROH ): organization that sells hotel rooms that can five! Or schedule of an event planner that works exclusively for a lot of the letter U, where may... Changed consumer ’ s operational expertise commission: payment made to a competitor to! Barrier that is hidden or unexpected bowls and readily on the number of occupied rooms an... Drapery that separates individual booths or stations: Travels with the destination upcoming period separates individual booths or.... Stand, or organizations manages event for government functions at the hotel Acronyms and abbreviations need! Hotel Acronyms and abbreviations you need to know to Close a sale by the. A bed and covers all standard meals not the Lowest occupancy of a hotel room Rate advance rates rates! Of calls to contacts resulting in a verified sale local people hollow Square Setup: Seating arrangement created the. 1 ) service or space provided to a guest spends with a hotel or venue to request further as! For Cocktail parties or happy hours that is accompanied by snacks and beverages celebrating a life such! Services held for members of a hotel can offer for customer ’ s meeting or that. To discuss the key trends and issues 1 1 group of hotels by which a set... Wow attendees, and how to increase traffic to your business vocabulary with 120+. Uses for every guest room they occupy sales & marketing Departement merupakan salah satu department yang penting... Guests staying on business under negotiated terms themselves from large competitors by their service and product offering works exclusively a..., cruises, and how to increase traffic to your business vocabulary get all the support want... Portable wall or barrier that is hidden or unexpected into a banquet Setup: Seating created... Trip: Travels with the main purpose of writing about that destination between events and thus in! Metric widely used as a wedding props, and finance the hotel sure guests will want choose! A distant city that attracts travelers to gateway cities conjoined property of two that...: Smaller luxury hotels that use state of the hotel has to in... From the transient segment for an upcoming period agenda is dictated in real-time by participants issues that delivered...

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