Assignment #3 1

Hotel Sales Research Assignment

Tameka Musni 101147328

Aneeka Shahnewaz 101169755
Tran Anh Thu Le 101112947
Gurpreet Singh Bhullar 101148419

Instructor: Jannett Ioannides

Hotel Sales, Marketing and Social Media
MARK 2064
George Brown College
Date submitted: Thursday June 7th 2018
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1. Classification of the hotel according to hotel classification guidelines.

- Ownership/ Management:
- Location: Downtown (City centre hotel)
- Numbers of Rooms: 156 rooms and suites
- Range of services: Full Service Hotels – Luxury
 Les Clefs d'Or concierge
 24-hour in-room dining menu
 Sense, A Rosewood Spa
 Fitness Centre
 52' indoor saltwater lap pool
 1927 Lobby Lounge
 Reflections: The Garden Terrace (seasonal)
 Prohibition speakeasy bar
 Hawksworth Restaurant and Bel Cafe
 Business Centre
 Complimentary WiFi
 Valet parking via Howe Street entrance to porte cochere
 Courtesy car service within the downtown area, based on availability
 9,847 sq. ft. of private dining, banquet and meeting facilities
 Two rooftop penthouse suites with terraces featuring elegant teak furnishings, hot
tub, fireplace and BBQ grill
 Rose Buds for Children program

Source: https://www.rosewoodhotels.com/en/hotel-georgia-vancouver

- Price:
SUPERIOR ROOM:
Superior Room - King Bed 724CAD/ Night
DELUXE ROOM
PREMIER EXECUTIVE ROOM

JUNIOR SUITES
EXECUTIVE ONE-BEDROOM SUITE
LORD STANLEY SUITE
ROSEWOOD SUITE

Ratings:
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 Award of Honour | City of Vancouver Heritage Awards

 5 Star Rating | Forbes Travel Guide
 Best Hotel Interior | International Hotel Awards
 Best Lobby - 150+ Rooms | enRoute Hotel Design Awards
 Top 25 Hotels in Canada | TripAdvisor Travelers' Choice
 The Hot List 2012, The world's most exciting new hotels | Condé Nast Traveller
 History, Restored | Hospitality Design
 World's Top Luxury Travel Experts Select The Best Hotels for 2016 | Forbes
 Checking In: Rosewood Hotel Georgia presents 90 years of Vancouver luxe | Montreal
Gazette
 Rosewood Hotel Georgia is about to reopen after $120-million restoration | Vancouver
Sun
Source: https://www.studiomunge.com/portfolio/rosewood-hotel-georgia/

- Function & Style:

Rosewood Hotel Georgia’s re-design by Studio Munge is a dazzling rejuvenation of the
hotel’s interiors, reflecting the luxury, glamour and sophistication consistent with the
Rosewood brand

2. The structure of their hotels’ sales department, the responsibilities of each person within
the hotels sales department–hours, job descriptions.

There are total 5 sales members in Rosewood Hotel Georgia

Director of Sales and Marketing
Three Sales Managers and a Coordinator

Brad Simmons
Director of Sales and Marketing
Roles & Responsibilities
 Oversees the development and execution of effective sales strategies.
 Motivates the sales team through his strong leadership.
 Maximizing hotel market share and revenue by monitoring sales and marketing activities
 Keeps close liaison with other departments in developing and implementing of Sales and
Marketing.
 Through forecasting makes budget and reports accurately in order to achieve revenue and
profit targets.

Justin King, CIS

Sales Manager
Roles and Responsibilities
 Creates corporate group clients.
 Mentors Sales Coordinator in order to help assist the sales team more efficiently.
 Keeping close liaison with international outsourced sales team.
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 Travels for a week in every month to monitor the implementation of sales strategies.
 Coordinates with other departments that includes marketing department.
 Directly reports to the Director of Sales and Marketing.

Angela Toffolo
Sales Manager
Roles & Responsibilities
 Oversees the Corporate Accounts.
 Keeping close liaison with existing clients and develops new accounts.
 Responsible for entertainment accounts such as production and films accounts.
 Customize artists’ stay based on production’s need.
 Handles Corporate negotiated accounts.
 Directly reports to the Director of Sales and Marketing.
Ayfer Bedir
Sales Manager
Roles & Responsibilities
 Oversees the leisure clients.
 Implements the sales strategies according to the clients need and want.
 Looks after all kinds of social marketing activities that includes OTA.
 Creates new clients through SMM that includes individual and/or group account.
 Directly reports to the Director of Sales and Marketing.

Montse Ornelas
Sales Coordinator
Roles and Responsibilities
 Provides administrative support to the sales team members.
 Prepares all customer communications with high sense of urgency.
 Contact clients and communicates with them by phone or email to respond their inquiries,
questions and requests.
 Responds to client needs by coordinating with Sales Manager.
 Performs other duties as assigned.
 Directly reports to the Sales Manager.

Ideally the working hours of Sales team is 9 to 5 but they gathered around every morning
at 8:30 am to plan their day to day plan including other departments.
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3. Department organizational chart

Caroline MacDonald
(Vice President - Sales & Marketing, Americas & Europe)

Brad Simmons
(Director of Sales and Marketing)

Justin King, CIS Angela Toffolo Ayfer Bedir

(Sales Manager) (Sales Manager) (Sales Manager)

Montse Ornelas
(Sales Coordinator)

4. Introduce and detail the hotels market segments and market segment percentage mix.

Rosewood Hotel Georgia divides their sales managers work into market

segments. Corporate Segment where in Rosewood’s corporate clients are

mostly local business, it can be either small or large. Most of these

companies got a budget for traveling for the purpose of work. Sales

managers has to always check if the corporate accounts production are

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consistent and if not, they have to pull out their contract. Sales team also

focus on Leisure/Tour & Travel market they organize online travel agencies

for leisure. Travel agencies are made for individual and group travelers.

SMERFs as well, where they handle all entertainment which includes long

stays, short stays, talent stays for singers, actors and actresses, and any

concerns regarding entertainment.

Market segmentation mix – Justin King mentioned that there are some

restrictions regarding the interview, the percentage mix has prohibitions and

can not be answered to compromise the Rosewood Hotel Georgia sales

policies.

5. The selling strategies for 2 of the hotels’ market segments.

Being a trend setter in the Hotel industry in Vancouver the pressure is always high to maintain a
sound sales strategy. Rosewood Hotel Georgia implement their sales strategy based on the
market segmentation.

 Selling strategy for corporative and leisure guests

 Rosewood hotel rely on group business because they need fill the hotel during the
week or weekend.
 Give discount rate to corporative clients to get high volume in business (High
volume: big company: BMO, TD ..)
 Making sure that guest get the value of service.
 Providing competitive rates without compromising Hotel’s Brand Image.
 Balance between group guests and client guests. If they don’t have a large amount of
group guests, they need to rely on leisure guests to fill up the hotel rooms.
 Promotion or discounts to encourage longer length stay to guarantee to increase
revenue in the individual booking (Ex: 4 nights free with 20% off)
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 Selling strategy by social media.

 Using Linkedin, Twitter, Instagram, Facebook accounts. If the guests follow the
company any information: opening, promotion, ratings, views.
 Linkin is fantastic, great for networking, effectiveness.

 Selling strategy for international guests

 Global sales teams assist for one directing space in specific cities torely on
promoting proverty.

 Other selling stategy: best location, rooms and amenities with legacy with luxury.
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Reference

https://www.studiomunge.com/portfolio/rosewood-hotel-georgia/

https://www.rosewoodhotels.com/en/hotel-georgia-vancouver