Hotel & Hospitality Sales Training Course Outline

1-Week Intensive Training

  • Day 1: Modules 1–3

  • Day 2: Modules 4–5

  • Day 3: Modules 6–7

  • Day 4: Modules 8–9

  • Day 5: Role-plays, assessments, and real-life simulations

Ongoing Development

  • Monthly workshops or refreshers

  • Weekly call reviews or lead coaching

  • Quarterly market and competitor analysis session

Module 1: Introduction to Hospitality Sales

  • The role of sales in hospitality

  • Revenue streams: rooms, F&B, events, spa, packages

  • Types of guests/customers: corporate, leisure, group, OTA, event planners

  • Sales vs. service: blending both for maximum results

Module 2: Product Knowledge

  • Knowing your property: rooms, amenities, services

  • Key selling points (location, awards, unique experiences)

  • Rate structures: BAR, corporate, group, seasonal

  • Packages, upsells, and add-ons (e.g. spa, breakfast, late checkout)

Module 3: Understanding the Guest

  • Guest segments and needs (solo traveler vs. event planner)

  • Buyer psychology and decision-making factors

  • Creating guest personas (luxury leisure, business traveler, bride, etc.)

  • Anticipating and exceeding expectations

Module 4: Prospecting & Lead Generation

  • Generating B2B leads (corporate accounts, agencies, event planners)

  • Inbound lead response (RFPs, phone, web inquiries)

  • Networking and referrals (CVBs, local businesses, wedding planners)

  • CRM use and follow-up systems

Module 5: Communication & Consultative Selling

  • Building rapport with guests and planners

  • Asking effective qualifying questions

  • Storytelling: selling experiences, not just rooms

  • Presenting customized solutions for each client type

  • Using visuals and proposals effectively

Module 6: Handling Objections & Closing

  • Common objections: price, availability, amenities, competitor rates

  • Reframing value vs. cost

  • Negotiation skills for group/event contracts

  • Closing strategies (urgency, benefits-driven, limited-time offers)

  • Securing deposits and confirmations

Module 7: Phone & Email Sales Skills

  • Voice tone, pacing, and confidence on calls

  • Professional and persuasive email writing

  • Responding to inquiries with speed and detail

  • Templates for common scenarios (RFP, booking confirmation, upsell)

Module 8: Event & Group Sales (B2B Focus)

  • Handling RFPs for meetings, weddings, and conferences

  • Site tour strategies (what to show, how to sell)

  • Preparing proposals and contracts

  • Collaborating with catering and operations teams

Module 9: Upselling & Revenue Optimisation

  • Front desk and reservations upselling strategies

  • Room upgrades, late checkout, F&B packages

  • Selling loyalty programs and repeat visits

  • Working with revenue management to align on offers

Module 10: Service-Driven Selling

  • Creating wow moments during the sales process

  • Seamless handoff from sales to operations

  • Gathering and using guest feedback to improve sales

  • Handling complaints and retaining loyalty