Sales & Marketing SOP Hotel

CHOICE HOTELS
Sales & Marketing Manual
Sl. No. Topic Page No.

I INDEX 01
1. Introduction 03-04
2. Organisation Chart 05
3. Duties & Responsibilities 06
3.1 Manager- Sales & Marketing 06
3.2 Sales Manager 07
3.3 Sales Resources 08
4. Customers 09
4.1 Generation of Marketing Plan 09-12
4.2 Conducting Business Promotion 13-14
4.3 Generating Business Reports 15
5. Formats 16
5.1 Company Profile Sheet 16-17
5.2 Daily Sales Report 18
5.3 Weekly Sales Report 19-20
5.4 Weekly Calls Planner 21
5.5 Monthly Sales Report 22-25
6. Uniform Specifications 26
CHOICE HOSPITALTIY (INDIA) LTD Page 1 of 26 / Date of mod: September’2014

CHOICE HOTELS
SALES & MARKETING

MANUAL
Choice Hotels India

CHOICE HOTELS
1. INTRODUCTION
The Sales & Marketing department of the hotel is responsible for marketing and selling the facilities and services available at the hotel.
The major activities include:
Identifying Potential Customers
This activity primarily involves creating a database of business opportunities by offering various facilities and services available at the
hotel. This is done by the Sales Resources and Sales Managers who have a designated geographical area to operate within.
Making Offers
This activity involves making of business offers to potential and existing customers for various facilities and services of the hotel such as
rooms, Food & Beverage outlets, banquets and health club to achieve the objectives outlined in the marketing plan.
Sustaining Current Customer Base
This involves maintaining the current database through periodic interaction with existing clients and disseminating current information
about the hotels facilities and services to them and inviting them to experience the same.
Generation of the Marketing Plan
This involves outlining the department’s activities and marketing strategies for each financial year broken into monthly targets with
periodic reviews and amendments depending upon the current scenario. This is done collectively by the Sales Resourcess, sales managers
and the Manager - Sales & Marketing and becomes the base for making any offers to customers.

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Conducting Business Promotions
This activity aims at creating and maintaining customer loyalty with potential and existing clients / customers. This is achieved through
various incentive based programmes like Incentive Programme for Travel Coordinators, Choice Privileges, Summer Promotions and
through activities like organising art exhibitions, food festivals, sponsorship of events, movie premiers, plays, musical nights and
cocktail dinners for them. Any other tacticals and marketing promotions as per the Marketing Plan.
Generating Business Reports
Various business and feedback reports are generated as a part of all activities. Details of these reports are mentioned in the respective
processes.

CHOICE HOTELS
2. ORGANISATION STRUCTURE
Manager – Sales & Marketing
Sales Manager PR & Marketing Communication

Manager/Executive
Asst. Manager - Sales
Sales Executive (s)
Sales Coordinator

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3. DUTIES & RESPONSIBILITIES

3.1 MANAGER-SALES & MARKETING
RESPONSIBILITIES
To identify market needs and changes on a regular basis and implement new creative sales strategies while keeping track of
competitor activities and the prevailing market scenario.
To develop new business from identified key prospects / accounts and assist the concerned sales person in obtaining incremental
business from these accounts.
To direct the development of special marketing plans for special accounts / market segments.
To set targets for number of calls to be made daily and room nights and revenue to be achieved by each sales person on a monthly
basis.
To monitor call productivity and targets for room nights and revenue for each sales person by tracking results and comparing with
budgets set.
To prepare, monitor and regularly update the annual marketing plan for the hotel.
To ensure smooth and efficient functioning of the sales department consistent with Choice Hotels India policies.
To identify training needs and assist in the training of the sales team to ensure that they are proactive and motivated and have the
necessary skills to perform their duties with maximum efficiency.
Develop communication plans for image building and promotional activities of the hotel and increase the level of Public
Relations activities with in house and other guests.
AUTHORITY
To approve the functional manual of the department.
To approve the annual marketing plan of the department.
To accord approval for deviations from contractual agreements.
To accord approval for entertainment of guests by the sales team.
To accord approval for withdrawal of stationery from stores and for STD / ISD calls.
CHOICE HOTELS
3.2 SALES MANAGER
RESPONSIBILITIES
To identify key prospects / accounts in the area allocated and list data about them in the Company Profile Sheet.
To make business offers to the above companies and to obtain incremental business from them.
To assist the Manager - Sales & Marketing in the preparation of the annual marketing plan for the hotel.
To assist the Sales Resources in gaining access and obtaining business from accounts within the geographical area allocated to
them.
To train Sales Resources on the different activities of the department as listed in the Introduction chapter of this manual.
To liaise with regional sales offices of Choice Hotels India for giving and receiving business leads.
To liaise with the Choice Hotels India offices for cross promotions and participating in the promotional programmes floated by
them from time to time.
To coordinate with the Manager - Sales & Marketing in establishing administrative policies and operating procedures for the
department.
AUTHORITY
To represent the Manager - Sales & Marketing in Sales in his absence.

CHOICE HOTELS
3.3 SALES RESOURCES (ASSISTANT MANAGER/ SALES EXECUTIVE)
RESPONSIBILITIES
To identify key prospects / accounts in the area allocated and list data about them in the Company profile sheet.
To enter into agreements with the above companies as per the process outlined under the heading of Making Offers of this manual
and to obtain incremental business by maintaining a high profile with them and keeping track of competition offers to them.
To draw up a sales calling pattern for the week on a daily basis. This is done on every Saturday for the coming week.
To maintain a daily log of activities and weekly log of activities.
To maintain key awareness of the annual marketing plan and ensure adherence to the same.

CHOICE HOTELS
4. CUSTOMERS
4.1 GENERATION OF MARKETING PLAN

The marketing plan is a guideline for the Sales and Marketing department which encompasses the targets in terms of room nights
and room revenue for the coming year and the strategies to be adopted to achieve the same.
The prime responsibility for the generation of the marketing plan rests with the Manager - Sales & Marketing who compiles the same by
delegating tasks to the sales and marketing team.
It is prepared usually in the month of January – February for the following financial year i.e. April 01 – March 31st.
The main components of the budget are:

Occupancy & Revenue Budget for the year
o This outlines the budgeted occupancies and the revenues for the coming year.
o It is broken up on a monthly basis and each month’s budget is appropriated to the different segments of the marketing mix of
the hotel, namely Corporate, Travel Agencies, Airlines and Misc. contractual business.
o The budgets are prepared considering factors as outlined in the following points.
Market Scenario
This entails a study of the Physical Environment (Competition hotels coming up, infrastructural changes in the city etc.), the
economic environment and the socio - political environment prevailing in the country.
Competition Review
This involves the study of the performance of other hotels in the city over the last few years and their strengths and weaknesses is
Vis a Vis location, facilities and services offered etc.

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SWOT Analysis of the Choice Hotel
This entails doing an analysis of the strengths, weaknesses of the hotel along with the opportunities available and threats vis a vis
competition hotels, market scenario etc.
Marketing Strategy
This involves the outlining of the strategies for attaining the budgets set up and is done by defining steps to be taken to achieve
targets market segment wise (Corporate Houses, Travel, Conferences and Conventions & Airlines) and also month wise.
Advertising & Media Schedule
This is done by the PR & Marketing Communications Manager/Executive and entails the following steps:
o Organizing weekly meetings with the client servicing and creative person of the advertising agency wherein the agency is
given relevant information related to happenings in the hotel so that they develop an Ad creative and book space in the
relevant media.
o Monitoring the Ad Creative once they are made and incorporate the relevant changes required and ensure the advertisement
complies with the Choice Advertising standards.
o To send the creative to the General Manager for approval.
o Maintaining a record of the estimates and bills for the media spends by the Agency.
o Ensuring standardization in all communications that are released by the hotel and to ensure the accuracy of the factual
information released.
o Minutes of each weekly meeting are maintained and send to the advertising team, the General Manager and maintain a copy
for the department. This assists in ensuring accurate follow up.
o Analyzing the results through the response generated by the advertisement.
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Programs & Promotions
These include programmes for the bookers, frequent travellers and other market segment or room category specific promotions
which provide incentives for hotel usage and thereby help in boosting occupancies and revenues for the hotel.
Food & Beverage Promotions
o This chapter lists the various food promotions proposed to promote the different F& B outlets of the hotel over the year.
o It is prepared by the PR & Communications Manager/Executive according to the financial calendar and is revised monthly.
The aim is to work two months in advance for domestic events and six months in advance for international events.
o All activities are planned keeping the customers needs, the feasibility of the activity, the cost that needs to be incurred for the
activity and the profit that is expected to be realized from the activity.
o The Director F & B is involved in the decision making process to ascertain the feasibility of the operational aspect of the
activities.
o The plan is presented to and approved by the General Manager.
o The main tasks include:
To create a concept of the promotions, explore add on options and finalize marketing collateral that will be required.
To prepare and circulate a list of requirements that are required to be put in to place by the outlets themselves.
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o To analyze through analysis of sales reports of the concerned period the resulting increase in sales, if any. The analysis
itself is done by the outlet manager of the area where the activity is conducted and forwarded to the marketing
communications department further for analysis.
o Depending on the results of the analysis, a decision is taken to repeat the activity in the coming year.

CHOICE HOTELS
4.2 CONDUCTING BUSINESS PROMOTIONS
Business Promotions are activities which the hotel undertakes to create and further strengthen customer loyalty by providing additional
incentives to customers for using the hotel facilities.
These are conducted for both Rooms and Food & Beverage outlets.
These are conducted :
o During the low season
o On a periodic / continual basis
o To promote a new product / concept at the hotel.
These can be conducted either at the hotel or by co sponsoring certain events such as movies, plays, musical concerts etc.
They are conducted for different segments of clients such as :
Corporate Houses
Top/Middle Management - -Cocktail Dinners, Corporate gifts
Bookers - Incentive programmes, Movies, Parties
Travel Agents - - Incentive programmes and parties
Airlines - Cocktail Dinners & Corporate gifts
The main activities include :
o Identifying right opportunities for conducting events as per needs. To finalize tie-ups for sponsored events on the basis of mileage
for the hotel and costs incurred by the hotel.
o Associating the hotel with big brands through events and monitoring the branding of the hotel.
o To fill in Event Sponsorship with details of the required sponsored features as well as the costing the hotel will incur for the same.
This is sent through the general manager to the Managing Director for approval.
o Analyzing and the comparison through a standard format the cost of a particular sponsorship to the hotel against the initial
proposal submitted at the time of approval.
While conducting these promotions, coordination with other departments is necessary to ensure a certain level of integration.

CHOICE HOTELS
This is done by informing all the concerned departments like F&B, Front Office about their respective roles whenever events or shoots
take place and also seek their assistance for the same.
An Inter Office Memorandum is issued to all concerned departments to ensure that all departments are updated about the happenings in
the hotel. The concerned departments are Front Office, Food & Beverage, Housekeeping, Engineering, Kitchen, Sales. A copy is sent to
the Resident Manger, and the General Manger for their information.

CHOICE HOTELS
4.3 GENERATING BUSINESS REPORTS
These reports are generated by the Sales Manager in consultation with the Manager - Sales & Marketing on a weekly and monthly basis.
A weekly sales report depicting the performance of the hotel for that week, performance of the individual executives and to track the
competition activities for that week, a weekly sales call report is made.
A copy of this report is sent to the VP & GM to be collated with the reports of the other departments and sent to the Directors for their
perusal. One copy is marked to the Choice Hotels India corporate office for their records and one copy is maintained in the Sales &
Marketing Department.
A monthly report is generated to highlight the above details for the month, to know the targets for the coming months, to study the
business already booked for these months.

CHOICE HOTELS
5. FORMATS
5.1 COMPANY PROFILE SHEET
COMPANY PROFILE SHEET
Personal Contact o
Telephone Contact o
Date Of Call
______________
Account Information
Name of Company File #

Person met Designation
Address Phone
City Pin code
Email Website
Company Information
Nature of Business Turnover

No/Location of
Company HQ Offices
Name of MD Key Travellers
Decision Makers/Influencers Travel Coordinators
Potential For Business
Individual Room Business

CHOICE HOTELS
Meetings
Catering/Banquet
Other
City Potential Hotel Potential
Category of
Account V, A, B, C
Remarks Frequency of call
In What Other Cities Does Your Organization Meet Or Frequently Travel

To
Action Required
Salesperson
Trace Date

CHOICE HOTELS
5.2 DAILY SALES REPORT
DAILY SALES REPORT
EXECUTIVE : DATE:
S.no Name of the company Person/s met Highlights of the call

CHOICE HOTELS
5.3 WEEKLY SALES REPORT
WEEKLY SALES REPORT
EXECUTIVE :
Weekly Update
Number of Days called

Number of Sales Calls made
People Met
Room Nights Achieved
KEY BUSINESS CONFIRMED:-

No of In & Out Room
Company Hotel Rooms dates Rate Nights
BUSINESS LOST/REFUSED (WITH

DETAILS):-
Hotel Lost No of In & Out Room
Company to Rooms dates Nights Reasons
BUSINESS IN THE PIPELINE:-

No of In & Out Room
COMPANY Hotel Rooms dates Nights Rate

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ENTERTAINMENT/ SITE INSPECTIONS
COMPETITION UPDATE

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5.4 WEEKLY SALES CALL PLANNER

WEEKLY PLANNER ( FOR THE WEEK )
NAME OF EXECUTIVE: DATE:

AREA: NO OF CALLS:
MONDAY Name of the Company Category Area Person/s to meet & designation Purpose of Call
TUESDAY Name of the Company Category Area Person/s to meet & designation Purpose of Call
WEDNESDAY Name of the Company Category Area Person/s to meet & designation Purpose of Call
THURSDAY Name of the Company Category Area Person/s to meet & designation Purpose of Call
FRIDAY Name of the Company Category Area Person/s to meet & designation Purpose of Call
SATURDAY

CHOICE HOTELS
5.5 MONTHLY SALES REPORT
CHOICE HOTELS INDIA - MONTH END REPORT
EXECUTIVE
MONTH
KEY AREA'S
PORTFOLIO UPDATE:-
Category Category
Category V Category A B C
Number of Accounts in your portfolio
Number of Accounts covered this month
Number of New Accounts added ON.)
SALES CALLS UPDATE:-
No. of calls made

Sales Calls per day
Sales Calls with GM/Sales & Marketing Manager/Sales
Mgr
FOCUS ACCOUNTS UPDATE:-
Remarks/
Account Name City Potential Target for the Hotel Activity Deadline

CHOICE HOTELS
Total 0 0
ENTERTAINMENTS:-
Travelers/Influencers/Bookers Company Remarks
BIRTHDAY/ANNIVERSARY FOR NEXT MONTH:-
Birthday/Anniversary/Special Name of Company

Date Occasions Person Name
KEY BUSINESS CONFIRMED:-

In & Out
Company Hotel No of Rooms dates Rate Room Nights
BUSINESS LOST/REFUSED (WITH DETAILS):-

In & Out Room
Company Hotel Lost to No of Rooms dates Nights Reasons
BUSINESS IN THE PIPELINE:-

In & Out Room
COMPANY Hotel No of Rooms dates Nights Rate

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CONFERENCE LEADS FOR THE MONTH -(Residential/Non-Residential)

No. of Rooms/Room
Location Account Name nights Dates Pax Revenues/Rates
SPECIFIC RESPONSIBILITY UPDATE:-

Property/City/International Region Responsibility Update
Competitive Activity & Competition Information
Leads Follow Up (status - as in Conference Tracker)
STATUS ON HIT ACCOUNTS AND RETENTION ACCOUNTS - SUPPORT REQUIRED
FEEDBACK (TO BE ATTACHED) (Feedback form enclosed as annexure to this report)

Department Client Name & Company No. of feedbacks

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PLAN FOR THE COMING MONTH:-
IDEAS FOR:-
Product/Service Improvement
Systems/Processes in Sales

CHOICE HOTELS
6. Uniform Specifications
DESIGNATION Description
Hotel Pin stripe suit, white shirt, black
Director Sales & Mkt./Sales Manager shoes, burgundy tie
Hotel Pin stripe suit, white shirt, black
Sales Executives shoes, burgundy tie
* IN WINTERS, FULL SLEEVES BLACK SWEATARS TO BE PROVIDED TO

ALL CONCERNED EMPLOYEES.
*EMPLOYEES TO BE PROVIDED WITH OXFORD STYLE SHOES HAVING
RUBBER (ANTI SKID) SOLES.
*SEPARATE SHOES FOR KITCHEN STAFF AND HORTICULTURE STAFF
Uniform Fabric Specification

1 All Executive Suits---S. Kumar / Grasim( Super Classic Pin Strip)
2 Strips Pant-- S. Kumar ( Bar At Law)
3 All Shirts Black or White---Mafatlal( 67-33)
4 All Pant Black--S. Kumar ( Pride)
5 Safari Suit-- S. Kumar ( Hi Power)
6 Jodhpuri coat pant---S. Kumar Pride.

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What are the major activities of the Sales & Marketing department?

What are the major activities of the Sales & Marketing department?

What are the different types of reports generated by the Sales & Marketing department?

What are the different types of reports generated by the Sales & Marketing department?

CHOICE HOTELS

Sales & Marketing Manual

Sl. No. Topic Page No.

CHOICE HOSPITALTIY (INDIA) LTD Page 1 of 26 / Date of mod: September’2014

SALES & MARKETING

CHOICE HOSPITALTIY (INDIA) LTD Page 2 of 26 / Date of mod: September’2014

The major activities include:

Identifying Potential Customers

Sustaining Current Customer Base

Generation of the Marketing Plan

CHOICE HOSPITALTIY (INDIA) LTD Page 3 of 26 / Date of mod: September’2014

Conducting Business Promotions

Generating Business Reports

CHOICE HOSPITALTIY (INDIA) LTD Page 4 of 26 / Date of mod: September’2014

Manager – Sales & Marketing

Sales Manager PR & Marketing Communication

Asst. Manager - Sales

Sales Executive (s)

CHOICE HOSPITALTIY (INDIA) LTD Page 5 of 26 / Date of mod: September’2014

3. DUTIES & RESPONSIBILITIES

To approve the annual marketing plan of the department.

To accord approval for deviations from contractual agreements.

To accord approval for entertainment of guests by the sales team.

3.2 SALES MANAGER

To represent the Manager - Sales & Marketing in Sales in his absence.

CHOICE HOSPITALTIY (INDIA) LTD Page 7 of 26 / Date of mod: September’2014

3.3 SALES RESOURCES (ASSISTANT MANAGER/ SALES EXECUTIVE)

To maintain a daily log of activities and weekly log of activities.

CHOICE HOSPITALTIY (INDIA) LTD Page 8 of 26 / Date of mod: September’2014

4.1 GENERATION OF MARKETING PLAN

The main components of the budget are:

CHOICE HOSPITALTIY (INDIA) LTD Page 9 of 26 / Date of mod: September’2014

SWOT Analysis of the Choice Hotel

Advertising & Media Schedule

Programs & Promotions

Food & Beverage Promotions

o The plan is presented to and approved by the General Manager.

o The main tasks include:

CHOICE HOSPITALTIY (INDIA) LTD Page 12 of 26 / Date of mod: September’2014

4.2 CONDUCTING BUSINESS PROMOTIONS

CHOICE HOSPITALTIY (INDIA) LTD Page 13 of 26 / Date of mod: September’2014

CHOICE HOSPITALTIY (INDIA) LTD Page 14 of 26 / Date of mod: September’2014

4.3 GENERATING BUSINESS REPORTS

CHOICE HOSPITALTIY (INDIA) LTD Page 15 of 26 / Date of mod: September’2014

5.1 COMPANY PROFILE SHEET

COMPANY PROFILE SHEET

Name of Company File #

Nature of Business Turnover

Potential For Business

Individual Room Business

CHOICE HOSPITALTIY (INDIA) LTD Page 16 of 26 / Date of mod: September’2014

City Potential Hotel Potential

Remarks Frequency of call

In What Other Cities Does Your Organization Meet Or Frequently Travel

CHOICE HOSPITALTIY (INDIA) LTD Page 17 of 26 / Date of mod: September’2014