• Certified Director of Hotel Sales Excellence (CDHSE)

  • Certification Track:
    🏅 Flagship Certification – Hotel Sales Leadership

    Master hotel sales strategy, relationship-building, and account management so you can consistently drive room nights—not just chase leads.

     

    Instructor:
    Nicole Williams
    VP of Sales & Marketing, Daryon Hotels
    Founder, Daryon Academy

     

    Time to Complete:
    Approx. 90–120 minutes

  • LEARNING OBJECTIVES 

     

    After completing this course, you will be able to:

    • Build a proactive hotel sales strategy instead of reacting to inquiries
    • Identify and prioritize high-value corporate, group, and extended-stay accounts
    • Conduct effective sales calls, blitzes, and follow-ups that convert to business
    • Create rate strategies that protect ADR while winning business
    • Track, report, and communicate sales performance clearly to ownership

  • Module 1: The Role of a Director of Hotel Sales

  • Module Goal 
    By the end of this module, you will understand what your job actually is, what it isn’t, and how to shift from reactive sales to intentional revenue-driving leadership.

     

    Most hotel sales managers don’t fail because they’re bad at sales. They fail because they’re trapped in reaction mode.

    Responding to emails.
    Quoting rates without strategy.
    Chasing RFPs that were already lost before they landed in the inbox.

    This module resets the mindset.

    A Director of Hotel Sales Excellence is not an order-taker.
    They are a strategist, relationship-builder, and revenue partner.

    Let’s define the role the right way.

  • What Hotel Sales Is (and Is Not)

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  • The Shift from Reactive to Proactive Sales

  • ✅ Correct Answers:
    ✔️ Match competitor rates
    ✔️ Missed the lead
    ✔️ Lost to cheaper/closer

  • ✅ Correct Answers:
    ✔️ Found the account early
    ✔️ Won the right nights
    ✔️ Already preferred

  • Reactive sales language sounds familiar because it’s defensive.
    It explains outcomes instead of influencing them.

    Proactive sales language reflects control.

    Proactive sales puts you in control of:

    Who you pursue
    What rates you offer
    Which business you accept or decline
    If your sales conversations start with “They chose…”
    you’re reacting.

    If they start with “We decided…”
    you’re leading.

  • Your Three Core Responsibilities as a Sales Leader

  • 1️⃣ Demand Creation
    You are responsible for creating demand—not waiting for it.

    That includes:

    Corporate accounts
    Group business
    Extended stay and project-based lodging
    Community and referral partnerships
    If demand slows, sales doesn’t pause—it pivots.


    2️⃣ Rate Protection
    A great DOS protects rate just as fiercely as revenue managers.

    This means:

    Understanding when to say no
    Knowing the cost of every discount
    Educating clients instead of racing competitors
    A full hotel at the wrong rate is still a loss.


    3️⃣ Relationship Ownership
    You own the relationship—not the brand, not the OTA.

    Your name should be the one clients remember when:

    There’s a service failure
    They need rooms last minute
    They’re expanding or relocating

  • Self-Assessment Scale


    Instruction:
    Rate yourself honestly on the following statements using a scale of 1–5
    (1 = Rarely / 5 = Consistently)

  •

  • If you scored 1–2, your sales approach is likely reactive. 3 is transitional. 4–5 indicates intentional, proactive sales leadership.

  • Ownership Expectations (What They REALLY Care About)

  • Ownership typically cares about:

    Consistent base business
    Predictability
    Clear communication
    Fewer surprises


    They do not want:

    “We’re waiting to hear back”
    “The market is slow”
    “Everyone else is cheaper”


    A Director of Sales Excellence speaks in:

    Strategy
    Data
    Action plans
    Not excuses

  • 🔗 External Resources (Validation & Reinforcement)

  • 1. Proactive Sales vs. Order-Taking
    Article: Why Reactive Sales Teams Always Lose
    Source: Hotel News Now

    Key Takeaway:
    Hotels that rely on inbound RFPs and price matching consistently underperform compared to properties with proactive local sales efforts.

    👉 https://www.hotelnewsnow.com

    (Search within the site for “reactive sales” or “proactive hotel sales”)

    Why this supports the module:
    Reinforces the message that waiting for leads is not a strategy.


    2. Rate Integrity & Long-Term Profitability
    Article: Discounting Isn’t a Strategy
    Source: Skift Hospitality

    Key Takeaway:
    Hotels that protect rate integrity and focus on relationship-based sales outperform competitors during both strong and soft demand cycles.

    👉 https://skift.com

    Why this supports the module:
    Validates the teaching that winning at the wrong rate is still losing.


    3. Relationship-Based Sales Wins
    Case Study: How Local Account Focus Outperformed National RFPs
    Source: Hotel Management Magazine

    Key Takeaway:
    A midscale franchise hotel increased weekday occupancy by shifting focus from national RFPs to locally driven corporate relationships.

    👉 https://www.hotelmanagement.net

    Why this supports the module:
    Directly aligns with local, proactive sales outperforming brand dependency.


    4. Control Through Strategy
    Article: The Hidden Cost of “Yes” in Hotel Sales
    Source: Hospitality Net

    Key Takeaway:
    Hotels that say yes to every piece of business often sacrifice long-term revenue control and operational stability.

    👉 https://www.hospitalitynet.org

    Why this supports the module:
    Supports the teaching that intentional decline is a leadership skill.

  • Knowledge Check

  • A Director of Hotel Sales’ primary responsibility is responding to incoming RFPs.*

  • Correct Answer:
    ❌ False

    Why:
    A Director of Hotel Sales is responsible for creating demand, protecting rate integrity, and building relationships—not simply reacting to RFPs.

  • Which activity most directly contributes to long-term hotel revenue?*

  • Correct Answer:
    ✅ Building repeat, contracted accounts

    Why:
    Repeat, contracted accounts create predictable demand, reduce reliance on discounts, and support sustainable revenue growth.

  • Module 2: Market Intelligence & Account Targeting

  • Module Goal
    By the end of this module, you will be able to identify the right accounts to pursue, stop wasting time on low-value business, and build a target list that actually converts.


    Not all leads are equal.
    Not all accounts are worth winning.
    And not all “good business” is actually good for your hotel.

    One of the biggest sales mistakes in hospitality is confusing activity with strategy.

    This module teaches you how to stop chasing everything
    and start targeting what matters most.

  • Why “Low-Hanging Fruit” Beats Big Fish

  • Many sales managers chase:

    National accounts
    Big brand RFPs
    “Prestige” business


    Meanwhile, the hotel down the street quietly fills rooms with:

    Local contractors
    Regional vendors
    Repeat corporate travelers
    Project-based stays


    Low-hanging fruit wins because it:

    Books faster
    Stays longer
    Cancels less
    Requires fewer discounts
    Big fish look good on paper
    Low-hanging fruit pays the bills

  • Practical Example — Big Fish vs. Low-Hanging Fruit

  • Scenario: Same Hotel, Same Month


    You are managing sales for a 120-room midscale franchise hotel.

    You have 20 hours this month to dedicate to proactive sales.


    Option A: The “Big Fish”


    National RFP through brand system
    Rate requested: $92
    Volume promised: “Up to 400 room nights per year”
    Decision timeline: 90–120 days
    No local decision-maker
    Competing against 10+ hotels

    Time invested:

    Multiple emails
    Several follow-ups
    Brand compliance calls


    Option B: The “Low-Hanging Fruit”


    Local mechanical contractor
    Rotating crews of 6–10 people
    Needs rooms 3–4 nights per week
    Wants a consistent point of contact
    Flexible on rate during busy weeks

    Time invested:

    1 phone call
    1 in-person visit
    Simple dynamic rate setup

  • If you could only pursue ONE option this month, which would you choose?*

  • Big fish look impressive on paper.
    Low-hanging fruit delivers faster, more reliable revenue.

    Sales excellence is about return on effort, not ego.

     

    The best sales strategies rarely look glamorous.
    They just work.

     

  • The 5 High-Value Account Types Every Hotel Should Target

  • 1️⃣ Local & Regional Corporate Accounts
    Examples:

    Manufacturing
    Healthcare vendors
    Utilities
    Distribution centers

    Why they matter:
    Consistent, repeat demand with predictable patterns.


    2️⃣ Project-Based & Crew Business
    Examples:

    Construction
    Infrastructure upgrades
    Fiber / utility projects
    Renovation teams

    Why they matter:
    Extended stays + lower acquisition cost.


    3️⃣ Small-to-Mid Groups (Not Mega Groups)
    Examples:

    Sports teams
    Training groups
    Church or nonprofit events
    Regional meetings

    Why they matter:
    Easier to service, more flexible, less price-sensitive.


    4️⃣ Referral & Community Partners
    Examples:

    Hospitals
    Funeral homes
    Colleges
    Local employers

    Why they matter:
    They send business before anyone asks for rates.


    5️⃣ Displaced & Compression Business
    Examples:

    Nearby hotels selling out
    Renovations
    Seasonal demand spikes

    Why they matter:
    High ADR opportunities when positioned correctly.

  • How to Identify the Right Accounts (Without Fancy Tools)

  • You don’t need expensive software.
    You need observation and consistency.

    Start here:

    Who already stays with you repeatedly?
    Who calls last minute?
    Who books multiple rooms at once?
    Who asks for weekly or monthly rates?


    If they’re already showing behavior — they’re already telling you where to focus.

  • Activity — Spot the Signal

  • Train yourself to recognize high-value account signals using information you already have.


    Instructions:
    Below are common booking behaviors.
    Choose ALL behaviors that signal a high-value account worth pursuing.

  • Booking Signals*

  • ✅ Correct Answers
    ✔️ Repeats stays weekly or monthly
    ✔️ Requests weekly or monthly rates
    ✔️ Consistently books 3+ rooms at once
    ✔️ Asks for a single point of contact

     

    High-value accounts reveal themselves through patterns, not promises.

    If a guest:

    Repeats
    Scales
    Seeks consistency
    They are signaling future demand

    Your job is to notice it before your competitors do.

  • From Signal to Action

    Sales intelligence doesn’t come from reports alone. It comes from paying attention.

  • Red Flags — Business You Should Question

  • Not all “wins” are wins.

    Be cautious of:

    One-night-only, high-maintenance groups
    Accounts demanding rates below BAR and last-room availability
    Business that overwhelms operations
    Accounts with no loyalty or repeat potential


    Sales excellence includes knowing when to say no.

  • Account Targeting Exercise

  • Build Your Initial Target List


    Instruction:
    Identify 10 accounts you believe are high-value for your hotel.

     

    For each account, answer:

    Account name
    Segment (corporate / crew / group / referral)
    Why they’re a fit
    How you will approach them (call, visit, referral, email)


    (This will be used again in Module 5 and the Capstone.)

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  • Knowledge Check

  • Choose All That Apply: Which accounts are typically considered “low-hanging fruit”?*

  • ✅ Correct Answers:
    ✔️ Local contractors
    ✔️ Project-based crews
    ✔️ Referral partners

     

     

    You don’t need more leads.
    You need better targets.

    Sales excellence starts with choosing where to focus.

  • Module 3: Rate Strategy for Sales Managers

  • Module Goal 
    By the end of this module, you will be able to recommend, defend, and structure rates with confidence—without racing to the bottom or damaging long-term revenue.


    Let’s be honest.

    Most rate mistakes don’t happen because sales managers don’t know better.
    They happen because of pressure.

    Pressure from:

    “They’ll go somewhere else”
    “This is a big account”
    “Ownership wants the rooms filled”
    This module teaches you how to price with intention, not fear.

    Because confident sales leaders don’t apologize for rates.
    They explain them.

  • Why “Winning the Account” Is Not the Same as Winning Revenue

  • Winning business at the wrong rate:

    Trains accounts to push harder next time
    Undermines future negotiations
    Creates internal tension with revenue and operations
    A discounted rate doesn’t just affect today.
    It sets expectations for every stay that follows.

    Sales excellence means asking:

    “Is this rate helping or hurting us long-term?”

  • Fixed vs. Dynamic Rates

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  • Fixed Rates
    Same rate year-round
    Simple for the client
    High risk during compression


    Best for:
    Stable, predictable demand with low volatility


    Dynamic Rates
    Discount off BAR
    Flex with demand
    Protect ADR during peak periods


    Best for:
    Most corporate, project-based, and repeat accounts


    💡 Key Principle:
    If demand changes, your pricing should too.

  • Rate Decision Drill

  • Scenario:

    A regional contractor needs:

    8 rooms
    Monday–Thursday
    For the next 6 months
    Your market:

    Soft midweek
    Strong weekends
    Seasonal spikes during fall events

  • Choose ALL strategies that make sense:*

  • ✅ Correct Answers:
    ✔️ Dynamic rate at 15% off BAR
    ✔️ Rate cap during peak dates only
    ✔️ Require blackout dates during citywide events

     

     

    The goal is not the lowest rate.
    The goal is the right rate for the right nights.

    Dynamic pricing protects:

    ADR
    Flexibility
    Long-term relationship value

  • When to Say Yes, When to Push Back, When to Walk Away

  • Say YES when:
    Business fills need periods
    Rate supports long-term value
    Account shows repeat behavior


    Push Back when:
    Client requests last-room availability at deep discounts
    Rate undercuts existing accounts
    Terms create operational strain


    Walk Away when:
    Discount exceeds value
    No repeat or loyalty potential
    Rate damages future negotiations
    Walking away is not failure
    It’s leadership

  • Rate Confidence Check

  •

  • If your score is low, the issue isn’t skill. It’s confidence and clarity. This module exists to fix both.

  • Language That Protects Rate (Script Practice)

  • ❌ Reactive Language:
    “This is the best we can do right now.”


    ✅ Strategic Language:
    “This rate reflects your volume and flexibility while protecting peak demand.”

  • If your sentence looked something like: 

     

    “That rate wouldn’t align with demand patterns, but here’s a structure that will benefit you long-term.”

     

    Then you are on the right track. 

     

    Rates don’t need defending.
    They need explaining.

    Sales excellence shows up in how confidently you price.

  • Module 4: Sales Activities That Actually Convert

  • Module Goal 
    By the end of this module, you will know which sales activities actually produce room nights, how to stop busywork, and how to structure your time for maximum conversion.


    Most sales managers aren’t underperforming.

    They’re overworking the wrong things.

    Emails sent.
    Calls logged.
    CRM updated.

    But rooms?
    Not always.

    This module strips away the noise and focuses on conversion-driven sales activity.

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  • The Sales Activities That Convert Best (Ranked)

  • 1. In-Person Visits & Site Tours
    Why they work:

    Build trust fast
    Reduce price sensitivity
    Create emotional buy-in
    Even in a digital world, face-to-face wins
    Seeing the product, meeting the team, and experiencing the property in person shortens the sales cycle and increases close rates.


    2. Warm Outreach (Referrals & Introductions)
    Why they work:

    Higher response rates
    Faster decision-making
    Less rate pushback
    “Someone told me to call you” consistently outperforms cold outreach and establishes credibility before the first conversation begins.


    3. Strategic Follow-Up
    Why it works:

    Most business is lost to silence, not price
    Consistency signals professionalism
    Following up isn’t annoying — disappearing is
    Intentional, value-driven follow-up keeps opportunities moving and reinforces reliability.


    4. Segment-Specific Booking Initiatives
    High-converting sales teams meet demand where intent already exists by using targeted, segment-focused booking platforms rather than relying only on broad marketing efforts.

    Examples include:

    NurseHotel.com — lodging solutions for traveling nurses and healthcare professionals
    TroopsHotel.com — accommodations for military personnel, contractors, and government travelers
    TruckerInn.com — hotel options tailored for truck drivers and logistics crews
    ConstructInn.com — housing solutions for construction and project-based crews
    Why they work:

    Capture high-intent travelers actively searching for lodging
    Reduce friction in the booking process
    Align hotel offerings with real operational needs
    Support direct bookings and repeat business
    Shift sales efforts from creating demand to capturing existing demand

    Lower-Impact (Use Sparingly)
    Mass email blasts
    Cold calls with no research
    Passive RFP responses
    These tactics may support awareness but rarely drive consistent conversion without a relationship-based or intent-driven strategy behind them.

  • Choose ALL activities most likely to convert to booked room nights.*

  • ✅ Correct Answers
    ✔️ Walking an industrial park and introducing yourself
    ✔️ Following up 3 days after a site visit
    ✔️ Asking an existing account for referrals



    High-conversion activities are:

    Personal
    Intentional
    Relationship-based
    The closer the activity is to a real human interaction
    the higher the likelihood of booking

  • Follow-Up That Works

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  • The 3-Touch Rule


    After first contact:
    1️⃣ Thank-you / recap (within 24 hours)
    2️⃣ Value-add follow-up (3–5 days)
    3️⃣ Clear ask or next step (7–10 days)

  • Spot the Weak Follow-Up

  • Which message should be avoided? (Choose one)*

  • ✅ Correct Answer:
    ✔️ “Just checking in 😊”

    Why:
    It adds no value and puts pressure on the buyer to do the work.

  • Turn Passive Into Productive

  • Time Blocking for Sales Success

  • Recommended Weekly Sales Structure:


    30% Prospecting
    30% Relationship Management
    20% Follow-Up
    20% Admin / Reporting
    If admin takes more than 20%, something needs to be fixed.

  • Why This Works (Industry-Proven)

    These articles reinforce what this module teaches :Follow-up is not persistence for persistence’s sake. It is process leadership.

  • 1. Most Sales Are Lost Due to Lack of Follow-Up
    Source: Harvard Business Review
    Article: The Short Life of Online Sales Leads

    🔗 https://hbr.org/2015/03/the-short-life-of-online-sales-leads


    2. Consistent, Value-Based Follow-Up Wins Deals
    Source: HubSpot Research
    Article: How Many Follow-Ups Does It Take to Close a Deal?

    🔗 https://blog.hubspot.com/sales/sales-follow-up-statistics

     
    3. Buyers Respond Better to Value-Add, Not Pressure
    Source: Gartner
    Article: The New B2B Buying Journey

    🔗 https://www.gartner.com/en/sales/insights/b2b-buying-journey

     
    4. Relationship-Based Sales Outperform Transactional Selling
    Source: McKinsey & Company
    Article: Why B2B Relationships Matter More Than Ever

    🔗 https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/why-b2b-relationships-matter-more-than-ever

     

  • Knowledge Check

  • Which sales activity is MOST likely to convert into booked room nights?*

  • Correct Answer:
    ✅ Conducting an in-person sales visit

  • What is the primary goal of any sales activity?*

  • Correct Answer:
    ✅ To move an account closer to booking

  • Which follow-up message best aligns with the 3-Touch Rule?*

  • Correct Answer:
    ✅ “I wanted to recap our conversation and outline next steps.”

  • Module 5: Relationship Management & Retention

  • Module Goal 
    By the end of this module, you will understand how to keep accounts long-term, expand their value, and protect revenue—even when things go wrong.



    Anyone can win a new account.

    Sales excellence shows up after the contract is signed.

    This module is about:

    Keeping accounts
    Growing accounts
    Not losing accounts over silence or neglect
    Retention is where easy revenue lives.

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  • Choose the BEST response

  • Scenario:
    A long-term corporate account has slowed bookings.
    They haven’t complained—but they also haven’t booked in weeks.

  • What should you do FIRST?*

  • Correct Answer:
    ✅ Reach out to ask what has changed

     

    Most accounts don’t leave because of price.
    They leave because no one noticed they were drifting.

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  • Expand or Miss the Opportunity

  • Choose the BEST response

    Scenario:
    A project-based account has been staying for 6 weeks and just extended another month.

  • What should you do?*

  • Correct Answer:
    ✅ Ask if they need more rooms or longer stay options

     

    Expansion doesn’t require pressure.
    It requires paying attention.

  • Service Recovery Without Panic

  • ❌ What NOT to Do
    Apologize and disappear
    Immediately discount
    Blame operations

    ✅ What Sales Leaders Do
    Acknowledge the issue
    Stay involved
    Communicate resolution
    Reaffirm value

  • Scenario
    A long-term corporate account calls you after a stay where:

    Rooms were not ready on time
    Their team was frustrated
    No formal complaint was filed, but bookings have slowed


    You want to protect the relationship without immediately discounting.

  • Knowlege Check

  • What is the most common reason accounts stop booking?*

  • Correct Answer:
    ✅ Lack of communication

  • When is the BEST time to engage an existing account?*

  • Correct Answer:
    ✅ Consistently, regardless of volume

  • Which action best supports long-term account retention?*

  • Correct Answer:
    ✅ Regular, value-based touchpoints

  • Retention isn’t extra work.
    It’s protecting the work you’ve already done.

    Sales excellence isn’t about chasing new accounts endlessly.
    It’s about becoming irreplaceable.

  • CDHSE – Final Assessment

    Certified Director of Hotel Sales Excellence

  • Instructions:


    Select the one best answer for each question.
    Passing score: 70%

  • What is the primary role of a Director of Hotel Sales?*
  • Which statement best reflects proactive hotel sales?*
  • Which account type is typically considered “low-hanging fruit”?*
  • Why do low-hanging fruit accounts often outperform “big fish” accounts?*
  • Which booking behavior most strongly signals a high-value account?*
  • What is the biggest risk of winning an account at the wrong rate?*
  • Which rate structure provides the most flexibility for most corporate accounts?*
  • When a hotel is close to selling out, what is the sales manager’s priority?*
  • Which activity is MOST likely to convert into booked room nights?*
  • What is the primary purpose of sales follow-up?*
  • Which message best aligns with the 3-Touch Rule?*
  • What is the most common reason accounts stop booking?*
  • When should sales engage with an existing account?*
  • What is the best first response when a key account experiences a service issue?*
  • Which action best supports long-term account retention?*

  • Please hit the back button and try again. Must get 70% to move forward. 

  • CDHSE — Capstone Project

  • Hotel Sales Strategy in Real Time


    Purpose:
    Demonstrate your ability to apply sales strategy, rate logic, targeting, and relationship management in a realistic hotel scenario.

     

    You are the Director of Sales at a 120-room, limited-service hotel.

    Market Context:
    Midweek demand is soft
    Weekends are strong
    Several competitors nearby
    Mix of corporate, project-based, and small group demand


    Your Goal:
    Create a focused, realistic sales plan that drives room nights without sacrificing rate integrity.


    Capstone Instructions:
    You will complete FOUR short sections.
    Answer directly in the text fields provided.

    You are not expected to be perfect.
    You are expected to be intentional, strategic, and realistic.

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  • What Happens Next
    Your instructor will review your responses, and you will receive an email with your final grade and pass/fail status.

    Please complete the information below so we can send you a digital certificate by email and a printed copy by mail.

    Make sure your name is entered exactly as you want it to appear on your certificate, and please double-check your mailing address for accuracy.

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