HSMAI President & CEO Bob Gilbert interviewed Kelly Wood, Vice President, Global Sales Organization, North America for the Ritz-Carlton Hotel Company on business acumen for sales people, technology, and more.

BG: What trends have you seen in the past year that is changing the roles and responsibilities of hotel sales people?

KW: The best salespeople are those that have become very business savvy and understand the hotel model, its costs and the impact a sale of either a group contract or the negotiation of a business travel RFP will have on the hotel. The best sales people are also not transaction based and consider long term implications when working with their customers. The ability to effectively balance the long and short term needs of their customer and that of their own hotel, and company, allows for a dialogue with their customer that is much more consultative allowing both the customer and salesperson to move focus away from the basic rates, dates and space. Technology would be the second big trend and it has the ability to replace a human, face-to-face sales model which is what this business was built on.

BG: Which one do you think has had the biggest impact on how your company sells and does business with your various customer stakeholders - and why?

KW: It's a draw. Being able to engage in real time, personal conversation will never be replaced by technology. Tools are critical to effective decision making and often provide the data to have intelligent and thoughtful conversations with customers. I also think being able to understand the big picture of the hotel business model. The model has changed. The recent economic crisis fundamentally changed the ability for many hotels to be profitable, end the year with positive NOI/cash flow and for owners to be able to pay their bills. The ability of a hotel sales person to understand this and make good business decisions without simply being dictated to by revenue management personnel and tools changes the conversations and thought process sales people will have with customers.

BG: How has measuring sales person productivity changed today from how it was done five years ago?

KW: It used to be simply a function of exceeding room nights or revenue, but sales people are held much more accountable for F&B and ancillary revenues, shop scores, sales training, overall hotel RevPar or YOY revenue growth, future bookings/cross over goals and ADR growth.

BG: Do you think social media can be leveraged as an effective sales tool?

KW: I think it is a great way to converse/engage with customers and provides one more way to create meaningful and dynamic relationships with customers. Some are better than others and if not managed correctly actually can damage the image and reputation of the hotel, brand and sales person.

BG: What trend are you predicting for the upcoming year that could have the highest positive impact on your sales people?

KW: Increasing technology and e-channels as a way of transacting group business