Job Description – Group Sales Manager
Job Title: Group Sales Manager
Location: Based at Solihull Hotel, with responsibility for both Solihull and Reading properties
Reports to: Directors and Group General manager
Role Purpose
The Group Sales Manager will be responsible for driving revenue growth across two hotel properties located in Solihull and Reading. The role focuses on increasing corporate, Meetings, Incentives, Conferences and Events, and group accommodation through proactive business development, account management, and strategic relationship building.
The successful candidate will develop and implement sales plans to maximise occupancy, meeting and event revenues, and overall profitability across both hotels while ensuring a consistent and exceptional customer experience.
Key Responsibilities Sales & Business Development
- Develop and execute a sales strategy for both hotels in line with budget and revenue objectives.
- Identify, target and secure new corporate, conference, events and group business opportunities.
- Proactively generate leads through networking, prospecting, cold calling, client meetings and industry events.
- Conduct regular sales appointments, presentations and hotel show rounds.
- Build and maintain a strong sales pipeline using CRM systems.
- Negotiate contracts, rates and commercial agreements within company guidelines.
- Represent both hotels at trade shows, exhibitions and local business networking events.
Account Management
- Manage key corporate, agency and group accounts across both properties.
- Develop long-term partnerships to maximise revenue opportunities.
- Conduct regular account reviews and produce business development plans for key clients.
- Increase market share from existing accounts through cross-selling opportunities.
- Ensure high levels of client satisfaction and retention.
Meetings, Events & Group Sales
- Drive conference, meeting and event business across both hotels.
- Collaborate with operational teams to ensure seamless delivery of client requirements.
- Maximise conversion of enquiries into confirmed bookings.
- Identify opportunities to increase ancillary revenues including food & beverage, accommodation and delegate packages.
- Revenue & Commercial Performance
- Work closely with Revenue Management and General Managers to develop pricing and sales strategies.
- Monitor competitor activity and local market trends.
- Produce sales forecasts and revenue reports.
- Deliver agreed sales targets, occupancy levels and ADR objectives.
- Ensure all activity contributes positively to overall profitability.
Relationship Management
- Develop strong relationships with local businesses, chambers of commerce, event agencies and key stakeholders within the Solihull and Reading markets.
- Maintain regular communication with clients and prospects.
- Act as a brand ambassador for both hotels.
Administration & Reporting
- Maintain accurate records within the CRM system.
- Prepare weekly and monthly sales activity reports.
- Track opportunities, conversions and account performance.
- Ensure compliance with company policies and GDPR requirements.
Key Performance Indicators (KPIs)
- Achievement of revenue and sales targets.
- New business generation.
- Corporate account acquisition and retention.
- MICE and group booking conversion rates.
- Sales activity levels (appointments, calls, site visits).
- Market share growth.
- Revenue contribution by segment.
- Client satisfaction and repeat business levels.
Skills & Experience
Essential
- Minimum 3 years' hotel sales experience, preferably in a four-star or branded hotel environment.
- Proven track record of achieving and exceeding sales targets.
- Strong knowledge of corporate, group and conference sales.
- Experience managing key accounts and developing new business opportunities.
- Excellent networking, negotiation and presentation skills.
- Ability to work across multiple properties.
- Strong commercial awareness and understanding of revenue management principles.
- Valid UK driving licence and willingness to travel regularly between Solihull and Reading.
Desirable
- Experience within a multi-site hotel operation.
- Knowledge of the Midlands and Thames Valley corporate markets.
- Experience using CRM and hotel sales systems.
- CIM qualification or equivalent sales qualification.
Personal Attributes
- Self-motivated and target driven.
- Professional and confident communicator.
- Excellent relationship builder.
- Strategic thinker with strong commercial acumen.
- Highly organised with excellent time management skills.
- Flexible, proactive and resilient.
- Passionate about hospitality and customer service excellence.
Package Summary
- Competitive salary.
- Bonus and incentive scheme.
- Company laptop and mobile phone.
- Mileage allowance or company car (if applicable).
- Hotel discounts and employee benefits.
- Ongoing training and development opportunities.
This role requires regular travel between the Solihull and Reading hotels, with the primary place of work being Solihull
Pay: Up to £50,000.00 per year
Benefits:
- Employee discount
- Free parking
- On-site parking
Experience:
- Hotel sales: 3 years (preferred)
Location:
- Solihull, West Midlands (preferred)
Willingness to travel:
Work Location: In person
