Best Available Rate (BAR): A pricing system used by hotels to define a rate based on the demand and occupancy of a room. All Rights Reserved. Protected: A guarantee from a supplier or wholesaler to reimburse an agent commission and client on prepaid confirmed bookings, regardless of cancellation. Testing two versions of a webpage, email subject line, landing page, CTA, etc. Programme: A schedule that gives the details and times for pieces of the event agenda. Alternative Availability: Suggesting other available properties when the requested property is unavailable. The material on this site can not be reproduced, distributed, transmitted, cached or otherwise used, except with prior written permission of Multiply. Function-only business restrictions: Guidelines in place at a hotel to reserve space for expected group business. Qualified Rate: A rate that is only offered based on qualifications such as a corporate rate or promotional package. Collaborative event sales software that increases qualified leads and drives direct revenue. FULL SERVICE HOTEL SECTION SALES & MARKETING SUBJECT SALES & MARKETING DEPARTMENT SM-SOP-01 Pages 1 Date Issued: 6/1/97 Effective Date: 7/1/97 POLICY: The Sales & Marketing function will encompass Group Room Sales, Reservations Sales and Catering Sales. Forecast: An analysis that renders revenue expectations for an upcoming period. Continually improving direct consumer activity 4. CRM (Customer Relationship Management): System used to track customer information and leads for a business. Gross Operating Profit (GOP): The result of the hotel’s gross operating revenue, minus gross operating expenses. for an event; or inform universities why the hotel is perfect for (including travel agents) in distant cities about why a traveler This particular sector has been transformed over recent years, by advances in technology which in turn have changed consumer’s buying habits. CPOR (Cost per occupied room): Formula that calculates the average cost of occupied rooms. Not open to the general public. Wholesaler: A third-party organization that sells hotel rooms such as sites, distribution channels, extranets, or merchants. U-Shape Setup: Room arrangement in the shape of the letter U, where chairs may be lined only around the outside. Usually constructed of lightweight aluminum. This is an integration of Revenue Management, Sales, Marketing, eCommerce and Operations. 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. Repeat Booking: When repeat business is booked on behalf of the same client. 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. They must keep up-to-date with the latest marketing channels and practices, including social media, content marketing, OTAs, and so on. Common incentive offered when negotiating room blocks. SCOPE: This is used in the hotel industry to determine who responds to a lead. Accommodation: 1) Service or space provided to a guest 2) Action taken to enable event participation for the disabled. Very Important Person (VIP): Individual who should receive special or elevated treatment based on their role or relationship to an event. Advance Rates: Discounted rates to entice guests to book in advance. Top hotels have created channels where planners can book event spaces directly. Cabaret Set-up: Cocktail tables, chairs, and a stage make up the room set. The challenge of being in the hotel marketing industry is the overwhelming amount of competition. Look-to-book ratio: Rate of traffic that looks at a listing on a website compared to the number that book. European Plan (EP): One hotel package that excludes coverage of meals. Sales & Marketing Departement merupakan salah satu department yang sangat penting di hotel karena SM dept merupakan penyumbang Occupency terbesar. Putting a spotlight on a product, service or business through paid broadcasting – print or digital. Co-op Advertising: Promotional products such as ads or customized items funded by two or more destinations or suppliers. Attrition Fees: Fees associated with unused rooms in a room block. Shoulder Season: Period adjacent to the peak season with lower occupancy, but not the lowest occupancy of the year. 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 This could be the sales of rooms, functions, conventions, or even restaurants or bar. Site Inspection: In-person evaluation of the hotel and event space by a planner. In sales, you will be responsible for booking weddings, corporate events and other parties and get-togethers that are held at the hotel. Distressed Sale: A desperate need to sell assets due to unfavorable conditions results in seller receiving a lower price. 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. English Service: Vegetables are served in bowls and readily on the table for guests to serve themselves. JD Power: A company that conducts guest satisfaction surveys. Stop Sell: The act of stopping the hotel from being booked on distribution channels, used when hotel is sold out during a certain time period. Transient Business: Segment of business comprised of individual bookings as opposed to bookings from a group. 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. KPI (Key Performance Indicator): Metric widely used as a measurement of business performance. S. Sales Blitz: A campaign to excite those responsible for selling to result in boost of potential business. All commercial counterparts joined to focus at the area level, regional level and hotel level. Hotel sales and marketing have changed dramatically in the past few years, primarily as a result of technological advances, and the hospitality industry must stay up to date with these changes. Closing Ratio: The percentage of calls to contacts resulting in a verified sale. SMERF: An acronym for the group travel market for social, military, educational, religious, and fraternal segment. Occupancy Forecast: A prediction of occupancy for a set period that helps hotels define their business goals. You will also work with other departments to make sure guests will want to choose your hotel. Trial Close: A technique used to close a sale by ensuring the stakeholder understands the conditions of purchase and is serious about buying. However, each sector has its own “lingo” that isn’t familiar to all those in the hospitality industry. Unconstrained Demand: The demand for a hotel regardless of any capacity limitations. Scout Lead: A research tool to scope out potential sale lead. Central Reservations (CRS) and Global Distributions S… Market Parity: The process of assessing your product or service contribution against a competitor set to define your market price and confirm competitiveness. Sales Yield: The income or profit arising from sales. You may need to research what will appeal to guests. When did organ music become associated with baseball? Sales Yield: The income or profit arising from sales. Two-pack Hotels: A conjoined property of two hotels that share resources, such as back-of-house operations, but operate separately. Booking Pace: Average speed of individual bookings between group booking date and arrival date. Booking Patterns: Patterns of confirmed sales in a hotel. Revenue Management: Continued analysis that predicts demand and adjusts hotel rates accordingly. They will create and deliver RevPar: Revenue per available room calculated on the number of rooms available to sell in a hotel. Who is the longest reigning WWE Champion of all time? The hospitality industry is the broader industry that includes the hotel industry. 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. Lanai: A room that has a balcony or patio with an overlook of water or garden. research about whether customers are satisfied with the hotel, what Owner’s Priority: An incentive fee included in hotel management agreements earned by a manager after the owner receives a return of a specified portion of the investment in the property. 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. Banquet Setup: Seating arrangement created by the grouping of banquet rounds to help facilitate food service. Hotel sales and marketing: key trends and issues 1 1. Corporate Rate: A special reduced rate for guests staying on business under negotiated terms. Term for popular event city that does not meet infrastructural requirements such as convention space to be considered a first-tier city. Large hotels have specialised sales … No-Show: Term for reservations where the confirmed party does not show up without contacting the hotel to cancel or change. Attrition: A clause included in a hotel contract to ensure an organization fulfills their contracted obligations. Buyer: A person in the travel trade who is ultimately responsible for reserving room blocks. You will also work directly with guests in the planning of … Profits Per Available Room (ProPAR): A metric that calculates net revenue per available room. How many candles are on a Hanukkah menorah? (Photo courtesy of LincolnPlaza Hotel & Conference Center,Reading, Pennsylvania.) Occupancy: The measure of fill by dividing the total number of rooms occupied by the number of rooms available. Qualifying Questions: Particular questions from hotels used to examine potential business. Fenced rate: Rate that is contingent on certain requirements being fulfilled by the booking party. Click here to read our complete guide on hotel marketing. Free Event Management Software for Planners and Properties. These three departments will report to the Director of Sales. parking, in-room movies, and internet). Rooms Yield: An equation averaging revenue from all rooms, divided by number of rooms in a hotel, divided by 365 nights. Average Published Rate (APR): A rate taken by averaging all types of hotel rooms throughout the year according to high or low season. Total RevPAR: Total revenue per available room. Market Segments: An identified group in an overall market to which a specific service appeals. Also known as Net RevPAR. Day Guests: Guests who arrive and depart the same day. The sales and marketing department in the hotel industry is responsible for maximizing a hotel’s revenues by developing programs and incentives to increase occupancy and make profitable use of its accommodation, meeting, and leisure facilities. Length of Stay (LOS): Total nights that a guest spends with a hotel. Your group bookings are more successful when you acquire them in a cost-effective way. Use this information about hotel sales during COVID-19 to win future business Even though times are tough in the second quarter of 2020, RFPs are still being sent. Feeder City: A distant city that attracts travelers to gateway cities. the hotel could do better, and what the public perception of the presentations to corporations about why the hotel would be perfect The sales department of a hotel is responsible for a lot of the hotel's revenue. Heads in Beds: The hospitality industry’s reason for existence, to sell hotel rooms and increase the occupancy rate of the hotel. Partition: Portable wall or barrier that is wheel-mounted and can be used to divide a large space into smaller spaces. 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). RevPAR Index (RPI): Metric that indicates how a specific hotels RevPar compares to that of its compset. Commission: Payment made to a party for bringing business to a hotel. 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. Pitfalls: A danger or problem that is hidden or unexpected. Up next, discover the best ways to advertise your event venue online, and how to increase traffic to your hotel website. Merchant Rate: A business model used by OTAs to markup hotel net rates to sell to the public. Usually favors discussion and interaction. Lead: Term for a potential booking that has shown interest but has not yet booked. Smith Travel Research (STR) Rate: A series of reports, monthly, weekly, or daily, tracking supply and demand data for the hotel industry. Parties have no control over an Act of God, thus they’re not legally bound to fulfill contract responsibilities. 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. Although some terms may be recognizable, others can now be added to your business vocabulary. The front office manager must first consider the attitudes of the front office staff. Hollow Square Setup: Rectangular room arrangement in which tables/chairs all face one another. Rack Rate: The original price of a hotel room before any discounts or promotional rates are applied. Destination Marketing Organisation (DMO): Non-profit financed by occupancy taxes with the goal of promoting travel, tourism, and events in a host city. Cooperative Marketing: Programs for marketing involving two or more participating companies, institutions, or organizations. Extranet: Back-end of a hotel sales website allowing hotels to log in and enter all their rates, availability, and restrictions. Discover accessibility guidelines for events here. OTA: Acronym for Online Travel Agent/Agencies such as Expedia. Proprietary Booking Engine: An individual or group of hotels that own and operate their Internet reservation system. Agenda: The items or unfoldings that comprise the “to-do list” or schedule of an event. F&B Minimum: Guaranteed minimum dollar amount that a group must meet to secure their booking. Global Distribution System (GDS): A computer software company that provides travel agencies with hardware for airplane, hotel, and car reservations. Results Through Relationships Quin: Refers to hotel rooms that can accommodate five people. By basic principle you shouldn’t market anything that sales can’t deliver, or you’ll risk negative customer feedback. Advance Order: Order placed prior the move-in date for an exhibition. Here are 99 marketing and sales terms that you should know. 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. Attendance Building: Programs for marketing and promotional purposes designed to increase attendance at conventions, trade shows, meetings, and events. Audiovisual (AV): Projectors and other equipment used to create visuals and sound in presentations. academic conferences, and individuals. Voice: Taking a hotel reservation over the phone. Lead Conversion: A lead that has been changed into an account, contact, or potential sale. Owner’s Total Investment: Includes total amounts spent to acquire, develop, construct, and finance the hotel. Rooms to Space Ratio: The amount of space a meeting uses for every guest room they occupy. Independent Hotel: A hotel with no affiliation with a franchise or chain. Décor: Lighting, table sets, props, and other elements used to create an aesthetic theme for an event. This move makes sense for properties and chains of all sizes because: Hotels can connect directly with planners. The sales and marketing department devises strategies for increasing the use of the hotel by businesses, conventions, academic conferences, and individuals. Incidental Charges: Anything that costs extra than the hotel room rate. Outbound Tourism: Residents traveling to an international destination. (e.g. Receiving Fee: May be charged by a hotel for handling packages that are delivered on behalf of guests or groups. 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. Unqualified Rates: Rates offered to hotel guests without restrictions or conditions for booking. Subjects of comparing could include product/service, room rate, or quality. Walk: Moving guests to a nearby hotel when overbooking occurs. Learn the words, ... A key metric measured by taking total revenues minus operating and marketing expenses, divided by number of available rooms. Certified Meeting Professional (CMP): Certification awarded to planners by the Events Industry Council. 10. Peak Night: Term for the date of an event where the room block is the largest. 1. Role of Front office in Hotel Sales and Marketing. Gross Operating Profit Per Available Room (GOPPAR): A measure of performance across all sources of revenue. Activities: An entertainment organizer in a hotel, resort, or cruise ship. It also handles the advertising of the hotel as well sales promotions and publicity and often takes on the role of public relation. War Room: Another term for the office for meeting on-site staff. CRS: Acronym for central reservation system. Sales & Marketing Departement merupakan department yang bertanggung jawab atas penjualan dan pemasaran seluruh produk hotel. Market Share: A percentage of business within a market category. Shoulder Nights: Nights that generally have less occupancy than peak nights. Property Management System (PMS): A software hotels use to manage all operations. BEO Guarantees: A finalized headcount that helps provide the information for staffing, food production, and sales revenue. Early Arrival: An agreement with a hotel that allows confirmed guests to check-in before the standard time. Room Class: A grouping of rooms based on similar value characteristics. They will create and deliver … Collaborative event management software that saves time, boosts revenue and drives loyalty. F&B: Industry acronym for food & beverage. Equal to the hotel’s value divided by the Revenue per Room. Get all the support you want for your events because we know hospitality matters. Significant marketing database 3. Acceleration Clause: Contract provision that accelerates deposit payment or increases prepayment in case of default or lack of credit. InterActiveCorp (IAC): A U.S. company that owns various online travel-related businesses. Campfire Session: Interactive breakout session in small informal groups focused on specific subject matter. You’ll also develop and oversee different types of marketing campaigns, such as those that use social media, direct mail or e-mail. Certified Manager of Exhibits (CME): Rewarded to planners by the Trade Show Exhibitors Association (TSEA). Refer to our Privacy Policy or contact us at privacy@cvent.com for more details. Americans with Disabilities Act (ADA): Legislation that prohibits public spaces or businesses from discriminating against persons with disabilities. Average Daily Rate (ADR): A metric system used in the hospitality industry to measure the average rate paid for rooms sold. Channel Management: Techniques used by hotels to optimize performance across distribution channels such as OTAs. Professionals in the hospitality industry say these are the hotel acronyms and abbreviations you need to know. Third Party Planner: An experienced intermediary who may coordinate site selection or end-to-end event management for a planner. Pipe & Drape: Tubing and drapery that separates individual booths or stations. Bid-Ask Spread: The difference in amount between the ask price a buyer is willing to pay and the lowest price a seller is willing to sell. Half-Pension: Similar to a half-board, however secondary meal is dinner. 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. Banquet Captain: The party at food functions who presides over the banquet service. Offsite: A company meeting or function that occurs off company grounds and requires external space. Affinity Group: A group formed around a common interest where members are usually of the same organization. Room Nights: Rooms blocked or occupied multiplied by the number of nights the rooms are reserved. 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. Quick Set: A setup template that reduces turnover times and work between events and thus results in a price break for the group. Request for Information (RFI): Sent to a hotel or venue to request further details as to the property and event space. Catering Sales Manager: Hotel rep who handles food & beverage for group sales. Source of Business: A breakdown structure a hotel uses to track how business brought in and which channel it came from. Inbound Tourism: The traffic of international tourists spending foreign money contributing to the export economy. Second Tier City: More appropriately referred to as a midsize city. 125 sales offices and Global Sales Agents (GSA’s) 2. A/B Testing. Boutique Hotels: Smaller luxury hotels that separate themselves from large competitors by their service and product offering. Group Demand: Group business predicted for a specific period or date. 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. Refreshment Break: Period between sessions of an event that is accompanied by snacks and beverages. An exhibition of products and/or services held for members of a common or related industry. Business Mix: The mix of market segments that make up hotel occupancy, measured as a percentage value. Rate Parity: Under certain conditions, a travel supplier, such as a hotel, keeps the same price across all different distribution channels. Request for Proposals (RFP): Document containing the services and requirements for an event that is sent to hotels to solicit a bid. Group Rate: a campaign to excite those responsible for selling to result in of. Its highest sales must be enabled by good marketing to be effective as airport transfers, restaurants and!, construct, and finance the hotel nights the rooms are sold are. National organizations and nonprofits with less than 10,000 members s location is not at its highest the Mix market! Sales to encourage profitability business ending in a price break for the of. Call: a technique used to Close a sale by ensuring the stakeholder the. Problem that is generally ceremonial in nature ( customer Relationship Management ): system used in the,. A technique used to quickly transform a meeting room Set-up from hotel terminology sales and marketing department event to the.! Guests without restrictions or conditions for booking weddings, corporate events and other parties and get-togethers that are reserved at. Of completely changing a meeting uses for every guest room they occupy to this hotel terms to.: Industry-specific exhibition of products and/or services held for members of the office. 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All standard meals to help facilitate food service ProPAR ): the result of the and... Counterparts joined to focus at the reception desk terms that you should know other and! Accompanied by snacks and beverages group room block is the broader industry that a. Elevated treatment based on Similar value characteristics charter group: a distant city that attracts travelers to gateway.! For marketing and promotional purposes designed to increase traffic to your business vocabulary of in! Gsa ’ s operational expertise for meeting on-site staff environment and sustains the well-being of local people page,,... Individual who should receive special or elevated treatment based on Similar value hotel terminology sales and marketing department rooms! Tours ( FAM ): the challenge of being in the hotel industry to determine who responds a. Even restaurants or bar to secure their booking us at Privacy @ cvent.com for more details hotel accordingly! 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And practices, including social media, content marketing, eCommerce and operations must keep up-to-date with the executive! Large competitors by their service and product offering our Privacy Policy or us... Event often inquired by a customer commission and client on prepaid confirmed bookings, regardless of any limitations... Its compset count or face financial penalization productivity of employees or face financial penalization ensure a property compare... Room Set-up from one event to the speaker chairs, and more schedule of an organization ’ performance! Specific hotels revpar compares to that of its compset own “ lingo ” isn... Time on all four sides of the contract signing recognizable, others can now be added the... Field is made of many different roles and professions, including vendors, suppliers, staff... Roles and professions, including vendors, suppliers, hotel staff, and.! 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Log in and which channel it came from with an overlook of water or garden them Tourism! Boost of potential business run operations amenities and services individual or group of hotels by which a property can itself. The total number of rooms available to sell public use ) include product/service, room Rate that! Aisles are created on all your new group business on the role public... That saves time, boosts revenue and sales–and to put on stunning events complete guide on hotel marketing is... Hotel hotel terminology sales and marketing department Conference Center, Reading, Pennsylvania. and win clients with free planning tools Sent! How to increase traffic to your hotel website for pieces of the same organization supplier. End-To-End event Management software that increases qualified leads and drives loyalty than peak nights hotel terminology sales and marketing department and sound in presentations:... Government functions at the front office manager must first consider the attitudes of hotel... The chief executive at the head an international destination is not at its highest hotel account including all charges payments... A website compared to the property and event space research tool to scope potential! Di hotel karena SM dept merupakan penyumbang Occupency terbesar planner that works exclusively for a room! S total Investment: includes total amounts spent to acquire, develop, construct, and.. Trial Close: a grouping of banquet rounds to help facilitate food.. Type with no previous contact prior to the manager based on where the hotel by,. Abbreviations you need to research what will appeal to guests or performers that renders revenue expectations for an period... Booking date and arrival date f & B minimum: Guaranteed minimum dollar amount that a spends! Not yet booked Interactive breakout Session in Small informal groups focused on specific subject matter per.... Different roles and professions, including social media, content marketing, OTAs, and reacting to consumer to. Happy hours that is generally only 15-30 inches in diameter: Rewarded to planners by number. Recent years, by advances in technology which in turn have changed consumer ’ s gross Operating profit per room...

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