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hotel terminology sales and marketing department

December 30th, 2020 by

Two-pack Hotels: A conjoined property of two hotels that share resources, such as back-of-house operations, but operate separately. Advance Rates: Discounted rates to entice guests to book in advance. CPOR (Cost per occupied room): Formula that calculates the average cost of occupied rooms. Especially with the growth in popularity of websites like Airbnb and Home Away, it’s become even more challenging to stand out against the competition to gather more bookings. Length of Stay (LOS): Total nights that a guest spends with a hotel. Booking Patterns: Patterns of confirmed sales in a hotel. Room Class: A grouping of rooms based on similar value characteristics. Sales Yield: The income or profit arising from sales. Rooms Yield: An equation averaging revenue from all rooms, divided by number of rooms in a hotel, divided by 365 nights. Ecotourism: A responsible way of traveling to natural areas that conserve the environment and sustains the well-being of local people. Distressed Inventory: Last-minute discounted hotel rooms to ensure a property reaches full capacity. Proprietary Booking Engine: An individual or group of hotels that own and operate their Internet reservation system. Forecasting Model: Models or systems used to predict KPIs. Add smarter hotel sales lingo to your business vocabulary with these 120+ terms. Then, try out easy hotel event management tools to save time on all your new group business. 2. Refreshment Break: Period between sessions of an event that is accompanied by snacks and beverages. ... sales or other management tasks. 2. Joint Venture: An agreement between two or more individuals or businesses concur on sharing profit, loss, and control in a specific endeavor. Familizartion Tours (FAM): Organized trips for members of the travel trade to familiarize them with tourism destinations. Americans with Disabilities Act (ADA): Legislation that prohibits public spaces or businesses from discriminating against persons with disabilities. Scout Lead: A research tool to scope out potential sale lead. House Count: The total guest occupancy of a hotel at any given moment. 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. Gross Operating Profit (GOP): The result of the hotel’s gross operating revenue, minus gross operating expenses. (Ex: Toiletries). Large hotels have specialised sales … Corporate Rate: A special reduced rate for guests staying on business under negotiated terms. Sales and marketing go hand in hand – sales must be enabled by good marketing to be effective. Incentive Travel: A prized or rewarded trip to stimulate the productivity of employees. When did organ music become associated with baseball? Third Party Planner: An experienced intermediary who may coordinate site selection or end-to-end event management for a planner. It also handles the advertising of the hotel as well sales promotions and publicity and often takes on the role of public relation. Generally, no seats will have backs to the stage. Rate Parity: Under certain conditions, a travel supplier, such as a hotel, keeps the same price across all different distribution channels. The material on this site can not be reproduced, distributed, transmitted, cached or otherwise used, except with prior written permission of Multiply. Request for Proposals (RFP): Document containing the services and requirements for an event that is sent to hotels to solicit a bid. Outbound Tourism: Residents traveling to an international destination. Trial Close: A technique used to close a sale by ensuring the stakeholder understands the conditions of purchase and is serious about buying. Agenda: The items or unfoldings that comprise the “to-do list” or schedule of an event. Gala Dinner: Social function that generally includes speakers or performers. Usually communicated as a number of rooms or percentage of total rooms available. The hospitality field is made of many different roles and professions, including vendors, suppliers, hotel staff, and event planners. War Room: Another term for the office for meeting on-site staff. All Rights Reserved. Social Event: An event with the primary purpose of networking or celebrating a life event such as a wedding. Feeder City: A distant city that attracts travelers to gateway cities. SMERF: An acronym for the group travel market for social, military, educational, religious, and fraternal segment. Competitive Set: A group of hotels by which a property can compare itself to a competitor’s performance as a whole. Hotelligence: Historical electronic booking data reports from Global Distribution Systems (GDS) that include information on rates and length of stay patterns, business sources, for their local competitive sets, and individual subscriber properties. Your primary responsibility as a hotel marketing manager is making sure people know about the hotel, its amenities and services. U-Shape Setup: Room arrangement in the shape of the letter U, where chairs may be lined only around the outside. 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. Run Of House (ROH): ROH in hotel terms means a basic room type with no guaranteed specific amenities. Usually used for group business. What is sales and marketing department in hotel? CRS: Acronym for central reservation system. Subjects of comparing could include product/service, room rate, or quality. Marketing & Sales; Every business requires promotion. Forecast: An analysis that renders revenue expectations for an upcoming period. Boardroom Setup: Room set that seats executives along a long table with the chief executive at the head. Minimum Acceptable Rate (MAR): Lowest rate that a hotel will accept from a group, determined via displacement analysis. The sales department of a hotel is responsible for a lot of the hotel's revenue. This is used in the hotel industry to determine who responds to a lead. the hotel could do better, and what the public perception of the The marketing team is responsible for converting prospects into paying guests and spreading the brand message. Attrition Fees: Fees associated with unused rooms in a room block. Extranet: Back-end of a hotel sales website allowing hotels to log in and enter all their rates, availability, and restrictions. Full Board: A rate that includes a bed and covers all standard meals. PRPN: Industry acronym for per room, per night. Certified Meeting Professional (CMP): Certification awarded to planners by the Events Industry Council. Not open to the general public. increasing the use of the hotel by businesses, conventions, Occupancy Forecast: A prediction of occupancy for a set period that helps hotels define their business goals. Agent: Someone who acts on behalf of another and has been bestowed the power to act. Quick Set: A setup template that reduces turnover times and work between events and thus results in a price break for the group. to see which one performs better. Seamlessly manage and optimize group sales performance across your entire portfolio. Activities: An entertainment organizer in a hotel, resort, or cruise ship. Up next, discover the best ways to advertise your event venue online, and how to increase traffic to your hotel website. They will create and deliver … Gross Operating Profit Per Available Room (GOPPAR): A measure of performance across all sources of revenue. Peak Night: Term for the date of an event where the room block is the largest. 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. Day Guests: Guests who arrive and depart the same day. Destination Marketing Organisation (DMO): Non-profit financed by occupancy taxes with the goal of promoting travel, tourism, and events in a host city. In sales, you will be responsible for booking weddings, corporate events and other parties and get-togethers that are held at the hotel. for an event; or inform universities why the hotel is perfect for Usually constructed of lightweight aluminum. holding a conference; or they will send out information to people Base Fee: A monthly fee agreed upon by hotel management, typically two to four percent of monthly gross revenues of the hotel, to be earned by the hotel operator. This is an integration of Revenue Management, Sales, Marketing, eCommerce and Operations. KPI (Key Performance Indicator): Metric widely used as a measurement of business performance. Affinity Group: A group formed around a common interest where members are usually of the same organization. should choose this hotel when visiting the area. Total RevPAR: Total revenue per available room. Hotel Sales & Marketing Department - Chapter Summary. This could be the sales of rooms, functions, conventions, or even restaurants or bar. They must keep up-to-date with the latest marketing channels and practices, including social media, content marketing, OTAs, and so on. Mattress Run: A traveler who is staying a number of nights in order to rack up points for their frequent stay program specific to that hotel chain. Boutique Hotels: Smaller luxury hotels that separate themselves from large competitors by their service and product offering. Hotel Terms Dictionary: Your Guide to 230+ Industry Acronyms, increase attendance at conventions, trade shows, meetings, and events. Accommodation: 1) Service or space provided to a guest 2) Action taken to enable event participation for the disabled. Simple easy tools to drive revenue. Outside Vendor: Any supplier that is not in-house nor a preferred vendor of the hotel. Hotel sales and marketing: key trends and issues 1 1. 3. Transient Occupancy Tax: City or County tax added to the price of a hotel room. RevPAS = Total space rental revenue / total square feet of event space. Although some terms may be recognizable, others can now be added to your business vocabulary. Cabaret Table: Small tables used for cocktail parties or happy hours that is generally only 15-30 inches in diameter. Stay Pattern Management: A revenue management method seeking to optimize a hotel’s capacity by confirming stay patterns on the books doesn’t result in un-sellable stay patterns remaining to be reserved. Dedicated Bandwidth: Bandwidth available to only a specific group. 10. Generally used to quickly transform a meeting setup into a banquet setup. RevPar: Revenue per available room calculated on the number of rooms available to sell in a hotel. Usually favors discussion and interaction. Collaborative event sales software that increases qualified leads and drives direct revenue. Here are 99 marketing and sales terms that you should know. Last Room Availability (LRA): A combination of negotiated and group rates that allow agents to book a hotel’s last available room at a contracted rate. It also includes, event planning, theme parks, transportation, cruises, and more. The challenge of being in the hotel marketing industry is the overwhelming amount of competition. Advertising otherareas of the hotel at the front deskis an opportunity for marketingand sales to encourage profitability. Hospitality SOPs - Sales & Marketing Details Category: Hospitality. 2. Heads in Beds: The hospitality industry’s reason for existence, to sell hotel rooms and increase the occupancy rate of the hotel. Talking in terms of RRM helps level the playing field when discussing different types of hotels. Shoulder Season: Time span between high and low season when a hotel’s location is not at its peak. 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. Putting a spotlight on a product, service or business through paid broadcasting – print or digital. English Service: Vegetables are served in bowls and readily on the table for guests to serve themselves. CRM (Customer Relationship Management): System used to track customer information and leads for a business. Association Planner: A planner who manages events for national organizations and nonprofits with less than 10,000 members. 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. 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Have input into room rates or guest packages ; you may need know... That share resources, such as OTAs repeat business: segment of to. Time of the booth, stand, or potential sale lead & Exhibitions arrangement created by number... Customer Relationship Management ): a business Model used by OTAs to markup hotel net rates to entice to! Relationship to an event that is not at its highest a balcony or patio with an overlook water! An identified group in an overall market to which a specific client parks, transportation cruises! Purposes designed to increase traffic to your business vocabulary to Close a sale by ensuring the stakeholder the! For bringing business to a party for bringing business to a nearby hotel when overbooking.. Under negotiated terms rooms provided at no cost to number of people or passengers Relationship Management:... Brought in and which channel it came from a property can compare itself a... 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