Group Sales Manager

GROUP SALES MANAGER

Job Overview

The Group Sales Manager is responsible for proactively identifying, developing, soliciting, negotiating, and closing group business that generates profitable guest room, meeting, food and beverage, and related revenue for the hotel.

The position manages assigned accounts and sales opportunities from initial prospecting through contracting and operational handoff, while developing strong client relationships and pursuing repeat, referral, and future business.

The Group Sales Manager is accountable for achieving established room night and revenue goals while supporting the hotel's overall occupancy, ADR, and revenue strategy.

KEY RESPONSIBILITIES

Sales & Business Development

• Proactively identify and develop new group business through telephone prospecting, email outreach, outside sales calls, networking, referrals, account research, industry events, and other approved lead-generation channels.
• Develop and maintain an active, qualified sales pipeline sufficient to support monthly, quarterly, and annual room night and revenue goals.
• Manage assigned accounts and identify opportunities to increase production, repeat business, referrals, and future bookings.
• Respond to group leads and Requests for Proposals (RFPs) accurately and within established hotel and brand response standards.
• Maintain consistent follow-up on proposals and tentative business to maximize conversion.
• Conduct professional site inspections and client presentations showcasing the hotel's guestrooms, meeting facilities, food and beverage offerings, amenities, and overall value proposition.
• Participate in networking events, industry functions, trade events, and outside sales activities as required.

Negotiation, Contracting & Revenue Strategy

• Negotiate guestroom rates, meeting room rental, food and beverage minimums, concessions, and other business terms while balancing client needs with hotel revenue and profitability objectives.
• Prepare and execute group contracts in accordance with hotel-approved terms, policies, and procedures.
• Ensure contracts accurately reflect negotiated terms, including cancellation, attrition, deposits, billing arrangements, concessions, and other applicable requirements.
• Collaborate with Revenue Management and sales leadership to align group pricing and availability with occupancy, ADR, need periods, and overall hotel revenue strategy.
• Monitor booking pace, tentative and definite business, conversion, account production, and overall pipeline performance.
• Review lost, turned-down, and canceled business to identify trends and future sales opportunities.
• Maintain knowledge of local market conditions, demand generators, competitive hotels, pricing trends, and factors affecting group demand.

Account & Client Management

• Serve as the primary sales contact for assigned accounts throughout the sales and contracting process.
• Maintain regular communication with key clients to strengthen relationships and identify future opportunities.
• Conduct account reviews as appropriate to evaluate production, future potential, and opportunities for increased market share.
• Proactively pursue repeat, referral, and multi-year business from existing clients.
• Address client concerns promptly and involve appropriate hotel leadership when necessary.

Operational Collaboration

• Ensure complete, accurate, and timely turnover of contracted groups to Event Services, Catering, and/or Operations.
• Clearly communicate contracted commitments, concessions, billing requirements, client expectations, and other relevant group information.
• Participate in pre-convention, pre-arrival, and internal operational meetings when appropriate.
• Maintain appropriate communication with clients and hotel teams throughout the group's lifecycle to support a successful program.
• Partner with hotel departments to ensure commitments made during the sales process are properly communicated and understood.

CRM, Reporting & Sales Administration

• Maintain accurate and timely documentation of accounts, contacts, activities, opportunities, proposals, tentative and definite business, lost business, and client communications within the hotel's approved CRM/sales system.
• Maintain accurate sales pipeline information and update opportunity status consistently.
• Complete required sales reports, forecasts, action plans, production reports, and other documentation within established deadlines.
• Track individual production against established room night and revenue goals.
• Maintain organized account files and documentation in accordance with hotel and brand standards.

Performance Expectations

The Group Sales Manager is accountable for achieving established sales objectives and demonstrating consistent proactive sales activity. Performance may be measured by:

• Group room night and group room revenue production
• Achievement of assigned revenue goals
• Qualified pipeline development and conversion
• Lead and RFP response time
• New account development and existing account growth
• Repeat and referral business
• Prospecting and outside sales activity
• CRM accuracy and timely documentation
• Forecast and pipeline accuracy
• Effective collaboration with Revenue Management and hotel operations

Qualifications & Requirements

• Bachelor's degree in Hospitality Management, Business Administration, Marketing, or a related field preferred; equivalent relevant hotel sales experience will be considered.
• Two to four years of hotel sales experience preferred, with group, catering, or related hospitality sales experience strongly preferred.
• Demonstrated ability to prospect, negotiate, develop client relationships, and close business.
• Strong written, verbal, presentation, and interpersonal communication skills.
• Strong organizational and time-management skills with the ability to manage multiple accounts, opportunities, and deadlines.
• Working knowledge of hotel sales, revenue management, group contracting, and meeting/event operations.
• Experience with hotel CRM/sales systems such as Envision, Delphi, Salesforce, or equivalent platforms preferred.
• Experience with electronic RFP and lead platforms such as Cvent or equivalent preferred.
• Proficiency with Microsoft Office or equivalent business applications.
• Ability to conduct local outside sales calls and attend networking, client, and industry events as required.
• Flexibility to work occasional evenings or weekends based on client, hotel, or business needs.

Core Competencies

• Proactive sales and results orientation
• Accountability and follow-through
• Negotiation and closing skills
• Relationship building
• Business and revenue acumen
• Effective communication
• Organization and attention to detail
• Collaboration and teamwork
• Professionalism and sound judgment