As a hotel owner, one of your biggest responsibilities is building a sales team for your hotel. It may seem like a complicated task due to its importance. But we are here to help you. We will provide you with an outline of what you need to do to build an effective sales team for your hotel. We will try to explain every step briefly. 

After reading this article, you will have a solid idea of the sales and marketing activities of hotels. You will also be able to create a better sales strategy to reach your marketing goals. So let’s go through the guide without further delay! 

Building a Sales Team for a Hotel in 2023 

Building a sales team is crucial for driving revenue and increasing occupancy. We are going to list ten steps that can help you build a successful sales team for your hotel. We have prepared these steps after analysing the most important aspects of 2023. Let’s take a look: 

1. Define the Sales Role and Responsibilities 

The first step in building a sales team is to define the roles and responsibilities of the sales team. This includes identifying the key areas that the sales team will be responsible for, such as group sales, corporate sales and wedding sales. Your sales team will understand their goals clearly if the roles and responsibilities are set properly. 

2. Identify the Target Market 

Once the sales role and responsibilities have been defined, the next step is to identify the target market for the hotel. This includes identifying the demographic, psychographic and geographic characteristics of the potential customers. You won’t be able to create a solid plan without understanding your target market. 

3. Create a Sales Strategy 

With the target market in mind, the next step is to create a sales strategy. This includes developing a sales plan that outlines the key sales activities, such as cold calling, networking and attending trade shows. This is one of the most difficult steps to implement for many hotel owners. However, we highly suggest taking this step seriously. 

4. Hire the Right People 

To build a successful sales team, it is crucial to hire the right people. This includes recruiting individuals with experience in sales, a proven track record of success and a strong work ethic. Always remember that you can reach your sales target and other objectives much faster with the right employees. 

5. Provide Training and Development 

Once the sales team has been hired, it is essential to provide them with training and development. This includes providing training on the hotel’s products and services, as well as sales techniques and strategies. Proper investment in your team can bring a lot of good results for your hotel in the long run. 

6. Set Realistic and Measurable Sales Goals 

To ensure that the sales team is working towards achieving the hotel’s revenue goals, it is important to set realistic and measurable sales goals. This includes setting targets for room revenue, group sales and corporate sales. Setting measurable goals will also ensure better performance from your sales team. 

7. Implement a CRM System 

Implementing a CRM system is an essential step for managing and tracking the sales team’s activities. This includes tracking leads, managing customer data and monitoring sales performance. There are several CRM packages on the market. You should choose a CRM system that has all the capabilities within your budget. 

8. Provide Sales Incentives 

To motivate the sales team to achieve their goals, it is important to provide sales incentives. This can include bonuses, commissions and other rewards for achieving specific sales targets. Incentives can significantly improve employee satisfaction and further improve the performance of the whole team. 

9. Regular Review and Evaluation 

It’s important to regularly review and evaluate the sales team’s performance to ensure that they are meeting their goals and to identify any areas for improvement. The goal of this evaluation is to address the weak areas of your team. You may also be able to find other issues that your team is facing. 

10. Continuously Adapt and Improve 

The final step in building a successful sales team is to continuously adapt and improve. This includes analysing market trends, monitoring the competition and making changes to the sales strategy as needed. Without continuous improvement, you won’t be able to compete successfully in the long term. Always try to think of new ideas that you can implement. 

Hospitality Certifications 

There are several hospitality courses in Australia that can teach you a lot about creating an effective marketing and sales strategy for your hotel. Some of the main qualifications in this field are: 

  • SIT60322 – Advanced Diploma of Hospitality Management 

You can enrol in a formal course at a Registered Training Organisation (RTO) to obtain these qualifications. You will have the option to attend offline or online classes at many training providers. You can also apply for an RPL assessment if you have prior skills and experience in hospitality management.   


In summary, building a sales team for a hotel is a process that includes different steps. You should do a considerable amount of research and planning before implementing any step. You also need to be patient with your approach. With the right strategy and team in place, your hotel can easily increase its sales and revenue.