My previous article discussed the classical career pathways leading to a Deputy Head or General Manager position. For some years now, many more options have been available, one of which is the route via Sales and Marketing.
As a hotel school graduate or a hotel specialist who has completed an internship, management training program, or a solid apprenticeship, you are at a pivotal point in your career. You likely have a clear career goal in mind. Young hoteliers often aim for department head positions and, later, possibly General Management positions starting in F&B or the rooms department.
An equally promising career path exists through Sales, Marketing, or both. The trifecta that drives revenue and profitability in the hotel industry has become increasingly important in the past twenty years and has changed the classical career path landscape. Let’s delve into this less traditional yet highly impactful pathway, where you can find immense potential for growth and success, sparking your motivation and optimism. For instance, John Doe, a hotel school graduate, started his career in Sales and Marketing and is now the Director of Sales at a renowned hotel chain. His journey is a testament to the opportunities and growth potential in this field.
STARTING IN SALES AND MARKETING
Your journey might begin with a role as a Sales Coordinator or Sales Assistant. In this position, you will learn the intricacies of the sales process, including identifying prospective clients, negotiating contracts, and cultivating partnerships that drive revenue growth. Your ability to communicate effectively and build relationships is critical here. This role also offers the opportunity to work with diverse teams and the potential for high earnings through performance-based incentives, making it an attractive career choice.
As you gain experience, you may advance to Sales Manager or Marketing Development Manager roles. These positions come with greater responsibilities in strategizing sales campaigns, conducting market research, and expanding the hotel’s client base.
Mastering these roles requires a deep understanding of the competitive landscape of the hospitality market. Your focus must be on providing marketing solutions that ensure sustainable revenue growth and solid skills in the operating environment. Therefore, you must refine your skill set and leadership skills constantly. You must explore marketing roles, such as marketing coordinator or manager. These roles involve collaborating with cross-functional teams to develop and execute comprehensive marketing strategies. You’ll leverage digital platforms, social media channels, and traditional advertising mediums to shape brand perception and drive demand. Creativity and strategic thinking are your allies as you strive to stand out in a crowded marketplace.
RISING TO LEADERSHIP ROLES
Eventually, you ascend to positions such as Director of Sales and Marketing and have to make some decisions. There is a high possibility of moving into a corporate position, which is very attractive for many younger hoteliers. However, taking this road may block the pathway to becoming a general manager in a hotel, so you need to evaluate this carefully.
After years as General Manager at Five Star Hotels, the CEO of my company promoted me to Regional Director. I stood with one foot in one of the hotels and never lost touch with the base. I could not resist the call for a CEO position in a very different company. It was a great experience with an exponential learning curve. However, reflecting on this part of my career, you should align your personal and early vision if and when an opportunity like this comes along. As a General Manager, you genuinely manage. As a corporate manager, you often delegate leadership and the outcome of your career to possibly unexpected events.
Your holistic understanding of sales, marketing, related finance, and fundamental operational skills will enable you to craft integrated strategies that align business objectives with guest expectations, driving sustained growth and prosperity. Your skillset will also allow you to plan your career.
TRANSITIONING TO GENERAL MANAGEMENT
it’s important to note that the transition to General Management can present a challenge. The perception persists that individuals from sales or marketing backgrounds may need more comprehensive operational experience, an essential requirement for a General Manager role. It is a decision you must make earlier in your career. There is some potential conflict and you should try to be very clear of the role you aspire. A role as General Manager or a role in the corporate office. The grass in the corporate office is not necessarily “greener than on the other side” and comes with its own set of tasks, challenges and of course politics. The political game has always been there, however since the early 2020s we need to add the generational component to the equation. Here it is, where experience, personality and success meet ambition, entitlement and frequently a non productive “team mentality“. Keep in mind, it is not a team or your team that makes your career a success. It is only yourself who is responsible for success but also failure.
CHALLENGE OF BROADENING SCOPE
General Managers oversee all aspects of hotel operations, including the Rooms Division, Food and Beverage, Finance, and Human Resources. Understanding and evaluating multichannel interactions requires a deep understanding of each department’s functions and interdependencies, which might not be acquired solely through sales or marketing roles, which are mostly process and systems-driven. A Gene al Manager has to be primarily a leader of people. So, an overly S&P mentality will often conflict with a management style that is fluid and situations-driven.
A General Manager role demands strong leadership skills, the ability to inspire and motivate teams, and adept problem-solving capabilities. While individuals from sales or marketing backgrounds may possess some of these qualities, they often lack extensive operational management experience and routine, which helps them make relaxed decisions and delegate even at the cost of potential short-term failure. This challenge can inspire you to develop your leadership skills further and strive for excellence, highlighting the importance of these skills in your career growth.
BRIDGING THE GAP
However, it would be remiss to dismiss the potential outright. Large hotels provide strong departmental support structures where managers coming out of Sales and Marketing can thrive. So, if you are someone to whom this applies, seek a larger property. In all properties, you could set yourself up for potential failure. In a large hotel, Your unique blend of skills and leadership qualities, honed through your experiences in customer engagement, market positioning, and revenue management, will complement the operational knowledge of traditional hoteliers, leading to a more holistic approach to hotel management.
The key lies in recognizing the strengths and limitations of individuals from sales or marketing backgrounds and providing them with the necessary support, training, and mentorship to bridge any gaps in their skill set. By creating a continuous learning and development culture, hotel companies can empower these individuals to thrive in general management roles, driving success and innovation in the ever-evolving hospitality industry. This reassurance can instill confidence in your potential for success in general management roles, making you feel more optimistic about your career prospects.
CONCLUSION
The pathway through Sales, Marketing, and Finance offers a dynamic and rewarding career trajectory for aspiring hoteliers. By leveraging skills in business development, strategic marketing, and financial acumen, one can carve out a niche in the competitive landscape of the hotel industry, drive revenue, and shape the future success of their property. However, transitioning to General Management from these areas requires additional operational experience, leadership development, and a comprehensive understanding of hotel operations. With proper support and a strategic approach, individuals from these backgrounds can excel as general managers, bringing unique insights and innovative strategies.
I think, my description will serve you as a proper guide. As always, if you have questions contact me directly.
All the Best,
Helmut
