Director of Group Sales

Director of Group Sales – Hotel

The Director of Group Sales is responsible for generating and managing group room revenue for the hotel through the development and execution of strategic sales initiatives. This position leads the group sales effort by prospecting new business, maintaining existing client relationships, and driving group room night production across corporate, association, government, SMERF, and other key market segments. The Director of Group Sales works closely with Revenue Management, Catering, Conference Services, and Operations teams to ensure the successful execution of group events and achievement of hotel revenue goals.

Essential Functions

• Solicit, negotiate, and book group business to achieve or exceed hotel revenue and occupancy goals.
• Develop and maintain strong relationships with meeting planners, corporations, associations, government agencies, and third-party partners.
• Generate new business through prospecting, networking, sales calls, site inspections, and industry events.
• Manage a portfolio of existing accounts while actively pursuing new opportunities.
• Conduct hotel site tours and presentations for prospective clients.
• Prepare proposals, negotiate contracts, and secure signed agreements.
• Collaborate with Revenue Management to maximize profitability and optimize group business mix.
• Maintain accurate account, lead, and booking information within CRM and sales systems.
• Monitor market trends, competitor activity, and industry developments to identify opportunities.
• Participate in trade shows, client events, and community organizations to increase hotel visibility.
• Partner with Conference Services, Catering, and Operations teams to ensure seamless group execution and client satisfaction.
• Prepare and present weekly, monthly, and annual sales reports, forecasts, and action plans.
• Assist in the development and execution of the hotel's overall sales and marketing strategy.
• Mentor and support Group Sales Managers and other sales team members as applicable.

Qualifications

• Bachelor's degree in Hospitality Management, Business, Marketing, or related field preferred.
• Minimum of 5 years of hotel sales experience with a proven record of group business production.
• Previous experience in a full-service hotel environment preferred.
• Knowledge of hotel sales processes, revenue management principles, and contract negotiations.
• Experience with Delphi, CI/TY, Salesforce, or similar hotel sales systems preferred.
• Strong communication, presentation, and negotiation skills.
• Ability to work independently while contributing to team goals.
• Strong organizational and time-management skills.
• Ability to travel for client meetings, trade shows, and industry events as needed.

Key Performance Indicators

• Group room night production
• Group revenue generation
• New account acquisition
• Lead conversion ratio
• Client retention and satisfaction
• Sales activity goals (calls, appointments, site visits)
• Market share growth
• Forecast accuracy

This position plays a critical role in driving group business and contributing to the overall success and profitability of the hotel.

This position pays $95,000 - $110,000 annually based on experience.