Basil Lotens: The right customer, at the right time and at the right rate

Our industry is about more than just filling rooms and halls. As a sales and revenue specialist with 11 years of experience, including several years abroad and at major chains, I have developed a clear vision of the role of sales managers in our industry. Many people inside and outside the hotel industry still see us as the jolly characters who fill their days with lunches and chats with customers. But those who think this do not understand the core of our work. 

The modern hotel sales manager is a strategic thinker. Our job is not just to fill rooms, but to ensure that the right customer chooses your hotel at the right time and at the right rate. This requires a deep knowledge of the market, your hotel's unique proposition and, most importantly, your customer's needs. 

Where sales used to be mainly about volume and visibility, the focus is now on precision and strategy. It is no longer enough to be visible everywhere and all the time; you need to know which segments you serve and how you stand out from the competition. It is essential to understand what type of hotel you represent and which customers fit with it. Not every customer fits every hotel, and our job is to make that match perfect.

We are also seeing a shift in the perception of the sales manager within the management team. Whereas previously we were often seen as the colourful figures who had to bring in new business in January with sweat on our foreheads, we are now more recognised as strategic advisers. It is up to us to feed signals from the market back to management and to anticipate trends that may affect the hotel's success. 

But this strategic insight does not mean neglecting traditional sales skills. It remains essential to be able to 'hunt': find new customers and convince them of the value of your hotel. At the same time, we need to nurture and grow those relationships. The ideal sales manager knows how to combine both aspects seamlessly, or works in a team where these skills complement each other.

The role of the hotel sales manager has changed, but has never been more relevant. In a world where storytelling, conceptual differentiation and strategic thinking are increasingly important, we are more than ever the indispensable link between the hotel and its customers. It is up to us to fulfil this role with pride and insight.