Insights Type: Articles

Successful hotel sales leaders have mastered the art of the presentation. From messaging to visuals to how they dress, all aspects of the presentation are carefully planned. Presentation skills are among the many topics covered in The Hotel Sales Playbook: Winning Strategies for Success, the study guide for HSMAI Global’s new Certified Hotel Sales Leader (CHSL) certification. 

Here we share excerpts from Chapter 3: Effective Communication and Presentation Skills for Sales Leaders, contributed by Bob Anderson, Chris Hardy, CRME, and Gissell Moronta, CMP. 

Mastering Presentation Skills  

Effective presentation skills are essential for hotel sales leaders to communicate their proposals, ideas, and strategies with impact and influence. By mastering presentation skills, hotel sales leaders can effectively communicate their value proposition, build credibility with stakeholders, and drive business success. Embrace these four strategies and resources to enhance your presentation skills and achieve your goals with confidence:  

1. Understand the audience.  
2. Master the slide deck.  
3. Be deliberate about body language and delivery.  
4. Engage through storytelling.  

1. Understand the Audience 

Before delivering a presentation, it’s crucial to understand your audience and their priorities. Consider what information is most important to them and tailor your message accordingly. High-level executives and owners may be primarily interested in revenue generation, cost savings, and strategic growth. By aligning your presentation with their objectives, you can increase engagement and buy-in.  

2. Master the Slide Deck 

A well-designed slide deck can enhance your presentation and reinforce key points. Follow these best practices:  

• Emphasize visuals: Use images, graphs, and charts to convey information visually and minimize text.  
• Keep it simple: Limit each slide to one main idea and use bullet points for clarity.   
• Use consistent formatting: Maintain a cohesive design theme throughout your presentation for a professional look.   
• Avoid clutter: Remove unnecessary elements and focus on essential information to avoid overwhelming your audience.  

3. Be Deliberate About Body Language and Delivery 

Your body language — posture, gestures, facial expressions — along with eye contact, voice, dress, and delivery style play a significant role in how your message is received. Pay attention to the following:  

• Posture: Stand tall with your shoulders back to convey confidence and authority.  
• Voice: Speak clearly and confidently, varying your tone and volume to maintain engagement.  
• Eye contact: Make eye contact with your audience to establish rapport and convey sincerity.  
• Dress: Dress professionally to reflect your credibility and respect for the occasion.  
• Non-verbal cues: Be mindful of non-verbal cues such as gestures, hand positions, and facial expressions which can convey enthusiasm and conviction.  
• Pace: Maintain a steady pace to keep your audience engaged. Avoid speaking too quickly or too slowly.  

4. Engage Through Storytelling 

Capture your audience’s attention by telling a compelling story that resonates with their interests and experiences. Effective presenters can “paint” their audience into the story they are sharing. Be interesting, authentic, and credible, avoiding monotonous delivery or reading directly from slides. Incorporate personal anecdotes, case studies, or industry insights to bring your message to life and make it memorable.  

  

CHSL Certification 

HSMAI Global’s Certified Hotel Sales Leader (CHSL) certification is designed to recognize the expertise of hotel sales leaders, emphasizing the most up-to-date sales and commercial principles, practices, and strategies.   

The CHSL certification is tailored for hospitality sales leaders who are proficient in leading high-performing teams, demonstrating overall commercial acumen, applying best practices in hotel sales to drive revenue growth, and more.    

Approved applicants will receive a digital copy of the study guide, The Hotel Sales Playbook: Winning Strategies for Success, and complete an online examination covering essential functions of hospitality sales. 

The 2024 Adrian Awards are now open! Take some inspiration from last year’s Public Relations Best of Show winner – The South Dakota Corn-Bassador South Dakota Department of Tourism, and their agency: Lou Hammond Group.  Submit your entry for the 2024 Adrian Awards by September 9, 2024. 

In our Special Report, we profile all of the Platinum and President’s Award winners — including video and interview footage. 

BACKGROUND: 

The goal of the campaign was to harness the viral exposure of the “Corn Kid” to propel South Dakota to a national conversation and reach new audiences. The campaign aimed to convert Tariq, the “Corn Kid,” to be a South Dakota ambassador/spokesperson, merging his love for corn with a new appreciation for family fun in the state. The campaign also aimed to engage state officials and tourism partners to educate a national audience about the diverse, lesser-known regions in South Dakota and develop resources for traveler use to plan a visit. The campaign had a goal to secure 100 earned editorial placements and 500,000 social media engagements that promote South Dakota’s family-friendly offerings and agritourism. 

CAMPAIGN: 

The campaign invited Tariq to visit South Dakota’s corn-related attractions and other tourism sites and honored him as the first-ever “Corn-Bassador” with a proclamation from the governor. The campaign also developed a Corn-Bassador itinerary for travelers to follow Tariq’s footsteps. 

RESULTS: 

The campaign generated more than 2,320 earned media placements, 46.6B+ impressions, $69.7M+ in media value, and 8.3M+ social media engagements. The campaign also contributed to a record-breaking visitor spending in South Dakota and increased traffic to the lesser-known regions featured in the itinerary. 

HSMAI honored the 2023 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Mark Fancourt, Co-Founder & Principal at TRAVHOTECH is one of these honorees.  

Mark Fancourt’s international career in the hospitality and travel industry spans three decades, characterized by a progressive and globally informed approach. Serving as a forward-thinking corporate hotelier, technology provider, and management consultant, Fancourt consistently embraces innovation with a proactive mindset toward enablement and change. His brainchild, TRAVHOTECH, encapsulates this ethos by integrating business and technology expertise, providing clients with a dynamic competitive edge in the market. Fancourt’s executive leadership roles at renowned establishments such as MGM Resorts, Micros Fidelio, Pan Pacific, and Qantas not only underscore his commitment to pushing industry boundaries but also highlight his capacity to instigate positive change at an organizational level. His extensive global experience positions him as a strategic visionary adept at navigating the complexities of the ever-evolving industry landscape.  

Key Accomplishment: Mark has been pivotal in driving innovation and strategic thinking in hospitality technology, significantly impacting the industry’s evolution.  

What Inspired This Nomination? 

Fancourt’s forward-thinking and expertise have positioned TRAVHOTECH as a leading consultancy in hospitality technology. 

Q&A with Mark Fancourt  

What keeps you inspired? The perpetual evolution of the travel and hospitality technology landscape fuels my enthusiasm, presenting a myriad of new possibilities each day. Embracing the constant change, I find joy in steering away from routine and exploring the vast array of challenges and innovations. My passion lies in leveraging thought leadership to not only navigate this dynamic terrain but also to actively contribute to the improvement of business environments within the industry.  

Nominations are now open for the 2024 HSMAI Top 25! Deadline is September 9.