In hospitality, everyone is part of the sales team, right? Yet, we often overlook one of the most powerful sales forces in our hotels: the front desk staff. These team members are not only the first point of contact for guests, but they are also the first opportunity to convert potential business into real revenue. As an experienced hospitality sales professional, I cannot stress enough how critical it is to invest in the front desk team and other property-level staff to support sales efforts.
Let’s explore why the front desk plays such a crucial role in driving hotel sales, and how we can empower them to become a key contributor to the success of the property.
1. First Impressions Matter: Why Front Desk Staff Are Essential
The front desk team is the face of the hotel. When a guest calls or walks through the door, they are often the first and only point of contact. Whether it's a potential corporate client, an event planner, or a leisure traveler, how the front desk interacts with them can directly impact whether that business stays at your property—or goes to a competitor.
For many hotel sales leaders, reports list reasons like “here for business” or “here for work,” yet often lack crucial information such as the company name or specific travel details. While these may seem like minor omissions, they represent missed opportunities. Capturing such information can help sales teams proactively reach out, build relationships, and ultimately secure bookings.
But for front desk staff to effectively contribute to the sales pipeline, they must first understand why their role matters.
2. Teaching the "Why": Building a Sales Culture From the Ground Up
To engage front desk staff in sales efforts, we must begin by answering a few fundamental questions:
Why does the sales team need this information? What happens to the data gathered from guests? How does the front desk’s interaction impact hotel revenue?
Helping front-line staff understand the "why" behind their actions is critical. They need to grasp that the information they collect—whether it’s a company name, the reason for travel, or even just the guest’s preferences—helps the sales team identify potential leads. These leads could be the key to landing a large group booking, securing a corporate account, or building long-term customer loyalty.
In our experience, once front desk staff understand the impact they can have on hotel sales, they are more invested in supporting those efforts. However, understanding isn’t enough. They need the tools and training to act effectively.
3. Training for Success: Equipping the Front Desk for Sales Conversations
Training the front desk staff is not just a one-off effort—it’s an ongoing process that builds over time. Start by organizing fun, engaging training sessions that include role-playing and interactive exercises. Host pizza parties or informal gatherings where the sales team can share insights and explain how front desk interactions directly support their goals.
Key training topics should include:
How to identify a sales lead: Teach front desk staff to listen for subtle cues, such as a guest mentioning business travel, an upcoming event, or a company affiliation.
How to capture essential details: Whether they’re answering the phone or speaking face-to-face, staff should know how to gather crucial information like the guest’s company name, reason for stay, and any additional travel needs.
Handling calls when sales personnel are unavailable: Empower the front desk to confidently collect information and pass it on, ensuring no opportunity slips through the cracks.
Asking high-gain questions: Train them to ask open-ended questions.
With the right training, the front desk can become a natural extension of the sales team, identifying leads and passing along critical information that allows salespeople to convert those leads into business.
4. Empower and Trust: Giving the Front Desk the Confidence to Act
It’s not enough to simply train the front desk staff—you need to empower them to act. Front desk staff should feel confident that they have the authority to gather information, ask questions, and even close small sales on the spot when appropriate.
One way to foster this empowerment is by setting up clear protocols for when and how staff should escalate leads to the sales team. Give them the autonomy to handle inquiries and trust their judgment when it comes to spotting opportunities. When your staff feels empowered, they will naturally take more ownership over the success of the property.
5. Incentivize and Motivate: Create a Competitive Spirit
Everyone loves a little friendly competition! Introduce an incentive program for front desk staff that rewards them for capturing leads or identifying new business opportunities. Whether it’s a gift card for securing a corporate account or a bonus for helping land a large group, small rewards can go a long way in motivating staff to actively participate in sales efforts.
You can also make it a fun team challenge, where front desk employees compete to see who can gather the most detailed guest information or who can pass along the highest-value lead. Not only does this foster a sense of camaraderie, but it also keeps sales at the forefront of everyone’s mind.
6. Celebrate Success: Recognition Fuels Engagement
Finally, it’s essential to celebrate the successes of your front desk team. If a lead they gathered turns into a major corporate booking or long-term contract, don’t just let it go unnoticed—publicly recognize their efforts.
Send a congratulatory email to the entire team, highlighting the front desk staff's contribution. Take a moment to personally thank them, or even offer a small gift, like a coffee card or a dinner voucher. These gestures show that you value their hard work and reinforce the idea that everyone at the hotel plays a role in driving revenue.
As J.W. "Bill" Marriott famously said, "If you take care of your employees, they will take care of your customers, and your business will take care of itself."
Conclusion:
In today’s competitive environment, hotels need every advantage they can get. By empowering the front desk and other on-site staff to take an active role in the sales process, you can uncover hidden leads, capture valuable information, and ultimately increase revenue.
As sales leaders, it's our responsibility to invest in our teams, build relationships with the staff, and foster a culture of collaboration. By taking the time to educate, empower, incentivize, and celebrate the front desk, we can create a hotel environment where everyone is invested in the success of the business.
The front desk is more than just a check-in point—it’s a powerful extension of your sales team. Invest in it, and watch your hotel’s sales efforts soar.