GENERAL MANAGER MANUAL ( SALES AND MARKETING )

SALES AND MARKETING

PRESS AND MEDIA

LOCAL ADVERTISING

·         Responsibility

·         Local advertising is the responsibility of the Hotel General Manager. This responsibility could be delegated to the Director of Sales & Marketing, within the limit of budget allocation. The scope of local advertising should be established in comparison with the national and XXXXXXXXXXX markets.

·         For certain hotels, local advertising may extend to the geographical region, e.g. Indonesia. The responsibility for regional advertising should be established by the Regional Corporate Sales & Marketing Manager.

·         A copy of all local publicity must be sent to the Regional CEO.

·         Objectives

·         The purpose of local advertising should be to promote all sources of revenue, particularly rooms, bars, restaurants and banqueting and meeting rooms. However, local advertising also covers services offered by the Hotel, e.g. recreational activities, entertainment attractions, functions etc.

·         Media

·         Various types of media should be used for local advertising

·         Press (paid/barter)

·         Tourist Guides

·         Direct Mailing

·         Posters

·         Tent Cards

·         Displays in shop windows

·         Television, radio and promotional reporting, etc.

·         In general, the Director of Sales & Marketing should select, with approval from the General Manager, an independent advertising agency to produce promotional material according to XXXXXXXXXXX XXXXXXXXXXX Indonesia Brand standards. The agency selected and any fees charged must be approved by the Regional CEO.

·         Role Of Director Of Sales & Marketing

·         The Director of Sales & Marketing should be responsible for Hotel advertising and must have a complete knowledge of all Hotel products and services. The Director of Sales & Marketing should be responsible for sales research, including any necessary overseas trips, and should co-ordinate his / her activities with the Regional Sales Directors.

·         Advertising Displays

·         Information displayed within the Hotel should be of a high quality and of a standard that reflects the image of XXXXXXXXXXX. Posters or signs must never be attached to walls with scotch tape or drawing pins. All displays must be neat and elegant, and either framed or placed on appropriate signage stands

·         Advertising displays should be to highlight services such as Hotel bars and restaurants, rooms, special functions or recreational activities. They can also be used to advertise other hotels within the XXXXXXXXXXX chain or special services offered by XXXXXXXXXXX.

·         The standard breakdown of advertising displays in the hotel should be one third for hotel chain advertising and two third for local advertising.

·         The size of these displays has been standardized at 65 cm high and 50 cm wide.

REPORTS

MONTHLY ACTIVITY REPORT

The Director of Sales and Marketing should send a monthly activity report to the General Manager (with a copy to the Regional Sales and Marketing Director) including the following points:

Ø  Business Results and Forecast.

Ø  Results for the past month. Any difference between budget and actual results must be explained.

Ø  Cumulative results from the beginning of the year.

Ø  Forecast for the following month.

Ø  Yearly cumulative results at the end of the month following the report.

BUSINESS VOLUME

·         Report on transactions confirmed for the year in progress (number of rooms, dates, whole nights)

·         Yearly transactions (same information)

·         Transactions in option (same information)

REPORT ON ALLOCATIONS TO AGENCIES,

·         This should give the initial figures and actual figures.

COMPARISON WITH COMPETING HOTELS IN THE CITY

·         Room occupancy, daily average room rates.

GENERAL COMMENTS

·                                 On the local tourist situation, economic situation, etc.

ORGANIZATIONAL POSITION   

PRINCIPAL

·         The Director of Sales and Marketing reports to the General Manager.

He / she supervises:

·         Marketing

·         Sales

·         Advertising

·         Public Relations

·         Reservations

GENERAL RESPONSIBILITIES

·         In charge of defining, proposing to the hotel general management and applying marketing and sales policies aimed at obtaining the highest possible occupancy rate at satisfactory revenue / room sold level.

·         Advises and assists the Food and Beverage Department in maximizing results.

·         Assists the Rooms Division and Food and Beverage Departments to heighten awareness and he / she supervise sales training of personnel in direct contact with clients.

·         Oversees the activities of the Public Relations department.

·         Is in charge of the organization and functioning of the reservations department.

MARKETING PLANNING

·         The sources of business available to the hotel have been clearly defined and priority-marketing opportunities in the solicitation of that business have been established.

·         Capabilities of the hotel to serve the various types of business have been identified, and programming of hotel sales efforts to solicit those sources the hotel should be best qualified to serve, profitably.

·         The Business plan has been developed and implemented.

HOTEL MARKETING STRATEGY

·         Has been proposed and defined through:

·         Knowledge and understanding of markets.

·         Product policy conception.

·         Rate policy definition.

·         Distribution policy definition.

·         Proposal and definition of Marketing Plan.

·         Reservations

·         Advertising

·         Public relations

·         Promotion of company products and inter-hotel sales

RESPONSIBILITIES                      

DIRECTION OF SALES ACTIVITIES

·         Sales call quotas should be established.

·         Special promotional programs, packages, or sales policies should be developed, submitted and approved by the General Manager.

·         Travel schedules and budgets for sales purposes should be established and coordinated with the Regional Vice President of Sales and Marketing.

·         A review of sales calls reports to evaluate sales performance should be performed as scheduled.

·         Office administration to ensure proper and prompt handling of all correspondence and that the maintenance of all files should be properly supervised.

SALES SOLICITATION

·         Solicitation and service calls on assigned accounts and on new business sources should be regularly performed.

·         Personal participation in designated trades and travel organization conventions.

COMMUNICATION

·         Sales activities should be co-coordinated with other departments of the hotel with particular emphasis on working relationships with rooms and food and beverage departments.

·         Information should be disseminated as to market developments, competitive activities, and sales opportunities when such information can be of value to the Regional Sales and Division Offices.

·         Information should be provided to the Regional Sales Office on current or prospective accounts in the Regional Sales office's area.

·         Regular reports should be prepared and sent to hotel department heads as to sales activities, special bookings, and forecasts of business.

BUDGET AND FISCAL

·         The Sales and Marketing Director should be actively involved in the development of the budget, submitting it for approval to the General Manager.

·         Review and approval of all expense accounts.

PUBLIC RELATIONS

PUBLIC RELATIONS SCOPE OF WORK

·         It should be the role of the Public Relations Manager for an XXXXXXXXXXX Hotel:

·         To promote the XXXXXXXXXXX image, as defined by the Jakarta Head Office;

·         To publicize, and promote both within the Hotel and externally, all services offered by the Hotel.

·         To maintain the best possible relationship with the authorities, dignitaries, celebrities living in the city, and with the local media to ensure that the Hotel should be considered a desirable venue for meetings and private and public functions.

·         To welcome on arrival all journalists staying in the Hotel, as well as any prominent personalities

POSITION

·         The Public Relations Manager reports to the General Manager. Jakarta Head Office should issue all instructions concerning the XXXXXXXXXXX image.

RESPONSIBILITIES

·         The Public Relations Manager for an XXXXXXXXXXX Hotel must:

·         Establish local public relations policies based on the general policy decided by the Chain, and submit these policies to the General Manager;

·         Submit an annual programme specifying the public relations strategy, advertising and action plan ;

·         Prepare, and control the annual budget for the cost of the recommended programme.

·         Prepares official statements to third parties on business and image sensitive matters. All such statements must be approved by the General Manager and in certain cases, the approval of Hotel owner and / or Corporate Head Office should be required

PARTICIPATION

·         The Public Relations Manager must attend the Executive Team meetings in order to be well informed of all of activities, challenges and opportunities.

DELEGATED RESPONSIBILITY

·         The Public Relations Manager has the authority to make decisions relative to the performance of the annual programme decided by the General Manager. With the exception of decisions which would lead to the appearance of new factors within or outside the hotel, and which would require a change in the substance of this program.