Successful hotel sales in the ever-evolving hospitality industry require a strategic mix of digital engagement and personal relationships. In a recent conversation with HotelGuru’s Bob Rauch, Enari Bryant, Sales Manager at the Fairfield by Marriott in San Marcos, shares her expertise on modern hotel sales strategies, emphasizing the power of technology while maintaining the irreplaceable value of face-to-face interactions.
The Role of Technology in Hotel Sales
Technology has transformed the way hotels connect with potential clients. Enari highlights the importance of leveraging the internet and social media platforms, particularly Instagram, as a marketing tool.
“Social media itself has been such a huge resource because many businesses are getting Instagram accounts,” she explains. “Utilizing the Internet and social media has been number one.”
With businesses shifting online, hotels must adapt by maintaining a strong digital presence. From showcasing amenities to engaging with potential guests, platforms like LinkedIn and Instagram provide direct access to clients, fostering brand awareness and loyalty.
Why Face-to-Face Still Matters
Despite the growing dependence on digital strategies, personal connections remain critical. Enari stresses that meeting people in the community is pivotal in driving the hotel business, particularly in smaller markets like San Marcos.
“Of course, we still stick to the face-to-face interactions… putting the face to the names and meeting important people in the community,” she says. “That has created the catapult, propelling the business here at this property.”
Building genuine relationships with local businesses, event planners, and corporate clients fosters trust and long-term partnerships, which cannot always be achieved through digital communication alone.
Finding the Balance: Professional and Personal Relationships
Hotel sales professionals often navigate a fine line between personal and business relationships. Enari emphasizes setting boundaries while adapting to clients’ communication preferences.
“Meeting them where they’re at,” she explains. “If my clients prefer text messaging, of course, that’s not the traditional professional route, but if that’s how they prefer to respond, then it’s my job to meet them where they’re at.”
This flexibility helps build stronger relationships and ensures clients feel comfortable and valued, ultimately leading to better business outcomes.
Starting in Hotel Operations: A Crucial Foundation
For those looking to enter the hotel sales industry, Enari strongly recommends beginning in operations—particularly at the front desk.
“I think the best place to start is in operations because, in the hotel industry, you will continuously be face-to-face with guests,” she says. “You’re learning the technical skills of the PMS systems, all of that great stuff, but you’re also interacting with the guests day by day.”
A background in operations provides valuable insight into guest expectations, service standards, and the daily challenges of hotel management, equipping sales professionals with the tools they need to excel in their roles.
Thriving in an Ever-Changing Industry
According to Enari, one of the most exciting aspects of hotel sales is the unpredictability of each day.
“No two days are alike,” she states. “It’s a rollercoaster, but it’s so fun.”
Enari Bryant, Sales Manager at the Fairfield inn & suites san marcos
Adaptability and problem-solving are key skills in this fast-paced industry. Sales teams must be proactive and ready to adjust their strategies based on market trends, guest demands, and industry shifts.
Hotel sales require a dynamic blend of technological savvy and interpersonal skills. By leveraging digital tools, maintaining strong personal relationships, and gaining firsthand industry experience, sales professionals can position themselves, and their hotels, for lasting success with improved guest loyalty.
Check out the full conversation with Enari Bryant and Bob Rauch on Youtube.
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