Job description

Position Summary

The Director of Sales is a senior commercial leader responsible for developing and executing the hotel's sales strategy to maximize revenue, market share, profitability, customer acquisition, and long-term business relationships.

The Director of Sales will represent the hotel at the highest level with key corporate, government, diplomatic, leisure, MICE, wholesale, travel trade, and strategic partner accounts, while ensuring that all sales activities are aligned with the hotel's positioning, brand standards, and commercial objectives.

The position is accountable for achieving agreed annual revenue, market share, customer acquisition, profitability, and customer satisfaction targets.

Key Responsibilities

1. Commercial & Sales Strategy

• Develop, implement, and continuously refine the hotel's annual Sales Strategy in alignment with the hotel's overall business plan, brand positioning, budget, and commercial objectives.

  
  

• Translate the hotel's business strategy into clear sales objectives, action plans, account strategies, and measurable KPIs for the Sales team.

  
  

• Work closely with the General Manager and Director of Revenue to maximize total hotel revenue and profitability.

  
  

• Develop strategies to increase market penetration, RevPAR, ADR, occupancy, group business, MICE revenue, catering revenue, and overall commercial performance.

  
  

• Identify new business opportunities, emerging markets, feeder markets, market segments, and revenue streams.

  
  

• Establish and maintain a strong pipeline of qualified business opportunities, ensuring appropriate conversion and follow-up.

  
  

• Develop and execute aggressive but commercially disciplined solicitation strategies focused on acquiring high-value and profitable business.

  
  

• Ensure sales activities are aligned with the hotel's luxury positioning and do not compromise rate integrity or brand standards.

  
  

• Monitor competitor activity, market trends, economic developments, customer behavior, and changes in distribution channels to identify opportunities and threats.

  
  

• Ensure the hotel maintains a strong competitive position within the luxury/five-star market.

  
  

2. Revenue & Business Performance

• Take overall commercial ownership of the hotel's sales contribution to budget and forecast.

  
  

• Work closely with Revenue Management to develop accurate forecasts, business-on-books analysis, pace reports, demand analysis, and revenue strategies.

  
  

• Participate actively in weekly revenue and commercial strategy meetings.

  
  

• Provide accurate and timely input into the hotel's rolling forecasts and financial projections.

  
  

• Analyze historical performance, market trends, booking pace, segmentation, channel mix, and future demand to identify revenue opportunities.

  
  

• Ensure sales strategies support optimal ADR, occupancy, RevPAR, TRevPAR, and profitability.

  
  

• Monitor account production, room-night contribution, ADR, revenue contribution, conversion ratios, and sales productivity.

  
  

• Challenge and optimize business that is not aligned with the hotel's commercial objectives.

  
  

• Work with Revenue Management to ensure appropriate pricing, restrictions, displacement analysis, and account strategies are applied to group and transient business.

  
  

• Participate in the preparation of the annual Sales & Marketing Plan, annual budget, and periodic reforecasts.

  
  

3. Market Segmentation & Business Development

Develop and execute sales strategies across relevant market segments, including:

• Corporate and multinational accounts

  
  

• Government and diplomatic business

  
  

• Local and international leisure

  
  

• MICE and corporate groups

  
  

• Conferences, incentives, meetings, and events

  
  

• Weddings and social events

  
  

• Wholesale and tour operators

  
  

• Luxury travel advisors and consortia

  
  

• Airline and crew business, where applicable

  
  

• Long-stay and extended-stay opportunities

  
  

• Strategic partnerships and local business communities

  
  

• GCC and international feeder markets

  
  

• Develop market-specific action plans and ensure appropriate sales coverage for each segment.

  
  

• Identify and convert new accounts while maximizing production from existing accounts.

  
  

• Establish measurable targets for account acquisition, production, conversion, and retention.

  
  

• Develop strategic partnerships that enhance the hotel's positioning and generate incremental revenue.

  
  

4. Key Account Management

• Personally manage and develop the hotel's most important and strategically significant accounts.

  
  

• Establish strong, long-term relationships with C-suite executives, corporate decision-makers, government stakeholders, travel professionals, event organizers, PCOs, DMCs, luxury travel advisors, and other key partners.

  
  

• Develop individual account plans for key accounts, including production targets, revenue potential, decision-makers, competitive intelligence, and action plans.

  
  

• Conduct regular business reviews with key accounts to identify opportunities and strengthen partnerships.

  
  

• Ensure high-value customers receive personalized service and appropriate executive-level engagement.

  
  

• Monitor account production against agreed targets and take corrective action where necessary.

  
  

• Develop retention and account-growth strategies for high-value customers.

  
  

5. MICE, Groups & Events

• Lead the strategic development of the hotel's MICE, group, conference, incentive, wedding, and social-event business.

  
  

• Develop relationships with meeting planners, PCOs, DMCs, event agencies, corporate organizations, government entities, and other group-producing partners.

  
  

• Work closely with the Director of Revenue and operational departments to optimize group displacement, pricing, space utilization, and profitability.

  
  

• Ensure group and event enquiries are managed promptly, professionally, and commercially.

  
  

• Monitor conversion rates and pipeline value for group and event business.

  
  

• Personally participate in major client negotiations and high-value events where appropriate.

  
  

• Ensure exceptional pre-event and post-event customer engagement.

  
  

6. Sales Team Leadership

• Lead, motivate, coach, and develop a high-performing Sales team capable of delivering exceptional commercial results.

  
  

• Set clear individual and departmental sales targets, KPIs, and performance expectations.

  
  

• Establish a culture of accountability, proactive selling, collaboration, and continuous improvement.

  
  

• Conduct regular one-to-one meetings, coaching sessions, performance reviews, and sales strategy meetings.

  
  

• Ensure each direct report has a clear Personal Development Plan and measurable objectives.

  
  

• Identify talent and develop succession plans for key commercial positions.

  
  

• Recruit, onboard, train, and retain high-caliber sales professionals.

  
  

• Ensure the team maintains strong knowledge of the hotel, its facilities, competitive environment, market positioning, and key selling points.

  
  

• Monitor sales productivity, call activity, appointments, site inspections, sales trips, account penetration, conversion, and revenue performance.

  
  

• Recognize and reward high performance while addressing underperformance promptly and professionally.

  
  

7. Luxury Customer Experience

• Ensure all sales activities reflect the service philosophy and standards expected of the hotel.

  
  

• Develop strong customer relationships before, during, and after the customer's stay or event.

  
  

• Personally engage with VIPs, key accounts, major corporate clients, and high-value groups as required.

  
  

• Review customer satisfaction results, guest feedback, account feedback, and post-event evaluations to identify improvement opportunities.

  
  

• Establish a proactive approach to customer retention, loyalty, and repeat business.

  
  

• Work closely with Operations to ensure commercial promises made during the sales process are delivered consistently.

  
  

• Ensure effective communication of VIP and key-account requirements to all relevant hotel departments.

  
  

8. Sales Channels & Corporate Partnerships

• Work closely with Area Sales Offices, Global Sales, Regional Sales and other off-property sales resources to maximize business opportunities.

  
  

• Ensure property-level sales activity complements rather than duplicates the efforts of regional, area, and global sales teams.

  
  

• Establish clear account ownership, communication, lead sharing, and follow-up processes.

  
  

• Participate in sales missions, roadshows, trade shows, exhibitions, conferences, client events, and industry networking activities.

  
  

• Develop productive relationships with tourism authorities, airlines, DMCs, PCOs, travel agencies, luxury travel networks, corporate organizations, and other strategic partners.

  
  

• Represent the hotel at appropriate industry events and commercial functions.

  
  

9. Market Intelligence & Competitive Analysis

• Maintain comprehensive knowledge of the local, regional, and international hospitality market.

  
  

• Monitor competitor pricing, positioning, promotions, facilities, new openings, renovations, sales strategies, and market share.

  
  

• Analyze market intelligence and translate findings into actionable sales strategies.

  
  

• Maintain up-to-date knowledge of Qatar's hospitality, tourism, business, MICE, government, diplomatic, and luxury travel sectors.

  
  

• Identify emerging source markets and commercial opportunities within Qatar, GCC, and international markets.

  
  

• Provide regular commercial intelligence and recommendations to the General Manager and Executive Committee.

  
  

10. Sales Administration, Systems & Reporting

• Ensure accurate and timely maintenance of all sales activity, account information, contacts, opportunities, and forecasts within the hotel's CRM and sales systems.

  
  

• Ensure sales reporting is accurate, relevant, and action oriented.

  
  

• Monitor sales funnel, pipeline, account production, conversion, and business-on-books.

  
  

• Produce regular sales performance reports and provide meaningful analysis and recommendations.

  
  

• Ensure all contracts, account agreements, rate agreements, proposals, and commercial documentation are managed in accordance with company standards.

  
  

• Maintain strong data integrity within all relevant systems.

  
  

Human Resources & Leadership

• Provide effective leadership, direction, coaching, and support to all direct reports.

  
  

• Recruit and select high-performing sales professionals in accordance with company standards.

  
  

• Establish clear objectives, KPIs, PDPs, and performance expectations for all direct reports.

  
  

• Conduct regular performance reviews, one-to-one meetings, coaching sessions, and career-development discussions.

  
  

• Identify high-potential talent and actively support succession planning.

  
  

• Ensure compliance with all company HR policies, procedures, mandatory training, and performance-management processes.

  
  

• Maintain a positive, inclusive, collaborative, and performance-oriented team culture.

  
  

• Address employee relations, disciplinary, performance, and development matters in partnership with Human Resources.

  
  

• Encourage cross-functional collaboration between Sales, Revenue, Marketing, Operations, and Finance.

  
  

• Lead by example and consistently demonstrate the company's values and leadership behaviors.

  
  

Communication

• Maintain clear, timely, and effective communication with the General Manager and Executive Committee.

  
  

• Conduct regular documented one-to-one meetings with direct reports.

  
  

• Lead weekly Sales meetings and commercial strategy meetings.

  
  

• Participate in monthly Business Review and commercial performance meetings.

  
  

• Provide regular updates on sales performance, pipeline, key accounts, market intelligence, risks, and opportunities.

  
  

• Ensure relevant information is communicated effectively to all stakeholders.

  
  

• Maintain strong communication between on-property Sales teams and Area/Regional/Global Sales offices.

  
  

Financial Management

• Prepare and manage the Sales Department's annual operating budget in conjunction with Finance, Director of Revenue and the General Manager.

  
  

• Ensure departmental expenditure remains within approved budget while maximizing return on investment.

  
  

• Monitor productivity, travel, entertainment, sales missions, trade shows, client events, and other commercial expenses.

  
  

• Ensure sales activities deliver measurable commercial return and contribute to profitability.

  
  

• Review sales expenses and challenge expenditure where necessary.

  
  

• Ensure appropriate controls are in place for business entertainment, client expenses, and sales-related expenditure.

  
  

• Support the General Manager and Finance team in achieving overall hotel financial objectives.

  
  

Brand Representation & Business Development

• Act as a senior ambassador for the hotel and represent the property professionally at all times.

  
  

• Maintain strong relationships with key stakeholders within the local business community, government, diplomatic community, tourism sector, luxury travel industry, and corporate market.

  
  

• Participate in high-profile client events, networking functions, trade shows, sales missions, and industry forums.

  
  

• Develop the hotel's profile and reputation within key target markets.

  
  

• Ensure all sales initiatives reinforce the hotel's luxury positioning and brand identity.

  
  

Key Performance Indicators

Performance will be measured against agreed annual objectives, including but not limited to:

• Total hotel revenue achievement

  
  

• Rooms revenue and ADR performance

  
  

• Occupancy and RevPAR contribution

  
  

• Group and MICE revenue

  
  

• Catering and event revenue

  
  

• Market share / competitive performance

  
  

• Corporate account production

  
  

• New account acquisition

  
  

• Key-account retention and growth

  
  

• Sales conversion and pipeline performance

  
  

• Forecast accuracy

  
  

• Sales productivity

  
  

• Customer satisfaction and loyalty

  
  

• Profitability and departmental budget performance

  
  

• Team engagement, retention, and talent development

  
  

• Strategic partnership development