Running head: HOTEL SALES RESEARCH ASSIGNMENT-TORONTO MARRIOTT BLOOR

YORKVILLE HOTEL 1

Hotel Sales Research Assignment

Hotel Name: Toronto Marriott Bloor Yorkville Hotel

Truong Gia Han

Yun Wang

Yuzheng Sun

Rowena Rocha

Boyang Yin

Mark 2064

Professor Name: Jannett C. Ioannides

George Brown College

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Table of Contents Page

Introduction …………………………………………………………………….......... 3

Hotel Classification of Toronto Marriott Bloor Yorkville Hotel …………………3-4

The Structure of Toronto Marriott Bloor Yorkville Hotel Sales

Department…………………………………………………………………………. 4-5

Sales Department Organizational Chart ………………………………………....... 5

Toronto Marriott Bloor Yorkville Hotel Market Segments/ Market Segment

Mix…...……………………………………... ……………………………… ……5-6

Toronto Marriott Bloor Yorkville Hotel Selling Strategies and Market

Segments ……………….... ……... ……... ……. ……………..…….. . .... . …… 6-7

References …………………………………………………………………………8

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Introduction

Toronto Marriott Bloor Yorkville Hotel has been viewed as the upscale level service which is

patronized by business and leisure travelers seeking for exceptional service and accommodation.

Moreover, exploring in detail how hotel organizes and arranges the sales department. The

strategies of sales department apply the market segment and market segmentation mix to create as

well as meet the demand of target market for their product and service.

Hotel Classification of Toronto Marriott Bloor Yorkville Hotel

Toronto Marriott Bloor Yorkville Hotel is a four-star hotel in the heart of Toronto which is located

in an amazing location. The hotel is in the downtown that is busy commercial street and surrounded

by many restaurants, shopping malls, and modern office buildings. The location of the hotel is very

convenient for guests because there are subway stations and bus stations around the hotel. To be

more detailed, guests can reach the Bloor subway station even without leaving the hotel. Due to

the convenience of transportation, guests can easily get to the attractions what they want to visit.

The famous shopping is “Eaton Center” and the University of Toronto are also very close to the

hotel. Clearly, the main target market for the hotel is business and tourist, including business

traveler, couples, families, group. In addition, hotel amenities and service are important factors to

classify hotels. For example, Toronto Marriott Bloor Yorkville Hotel has first-class facilities and

design. There are 220 guest rooms, 38 suits and 12 conference rooms for business people. The

basic amenities are all included in guest rooms. There also has a minibar, coffee machines, and

irons. Guest can also enjoy the concierge lounge, gum, and spa in the hotel. The facilities of this

hotel include a gymnasium, massage, sauna, garden, and Spa recuperation center. The hotel has a

parking place, so the difficulty of parking in the downtown won’t bother guests. Service is the

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most important thing for the hotel. Toronto Marriott Bloor Yorkville Hotel provides full-service

for guests. All staff is trained to offer the best service to customers, and the hotel offers delicious

breakfast and free 24-hours snacks. Moreover, they are friendly to pets. The last thing is Food &

Beverage. To be more specific, the hotel has restaurant and bar. Matisse Restaurant provides

American cuisine for breakfast, lunch and dinner. Cocktail bar is in the lobby and guest can chat

with friendly bartender to enjoy in the hotel time.

The Structure of Toronto Marriott Bloor Yorkville Hotel Sales Department

1. General manager：Hiring and training sales employee, working with the sales team to ensure

they meet the goals and target. He or she going to approve the contracts for all transaction of

sales marketing.

2. Director of sales：Justifying those plans to a board of director and supervising sales managers

to ensure that they are successful with their targets.

3. Sales Manager Event and Banquet: Market research, event planning activities perform by event

sales manager and build and maintain working relations with the team mates.

4. Trade and travel manager: Responsible for promoting a destination to travel agencies and tour

companies. They may travel frequently experience new destination and discover travel

attraction.

5. Sales manager corporate acct: Accounts manager serve as the interface the customer service

and sales team in a company. The purpose of being assigned particular clients is to create long

term relationship with the portfolio of assign clients.

6. Sales executives events and banquets: Conduct the hotel site inspection for potential, the guest

requirement for review proposal. Follow up on the spot.

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7. Sale executives travel and trade: Solicit new and existing account to exceed revenue goals

through telephone solicitation participate in hotel promotion activities develop and maintain

knowledge and market trends.

8. Sales coordinator: Coordinator the sales team by managing schedule, filing important

documents and communication relevant info ensuring the adequacy of sales relation equipment

material responding complaints from customer.

Sales Department Organization Chart

General manager

Director of sales

| | |

Sales Manager Event and Banquet Trade and travel manager Sales manager corporateacct

| |

Sales executives events and banquets Sale executives travel and trade

Sales coordinator

Toronto Marriott Bloor Yorkville Hotel market segments/ market segment mix

Toronto Marriott Bloor Yorkville Hotel about 40% for the company's team because it is located in

the center of the city and surrounded by many large companies. Moreover, Marriott provides

excellent meeting environment for company groups. Including a good conference hall, excellent

group meals are the reasons for attracting company teams to come here. Since there are excellent

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team conditions, it will also attract many other groups. For example, travel groups and weddings,

so 10% for travel groups and 20% for weddings. Marriott's preferential treatment for the team is

obvious, including elegant lounge, delicious restaurants, and concise but not simple rooms. It

embodies the respect of Marriott for passengers and team.

Toronto Marriott Bloor Yorkville Hotel Selling Strategies and Market Segments

Toronto Marriott Bloor Yorkville Hotel selects the target market according to the STP marketing

that summarizes the specific conditions of the target market and conducts the feasibility analysis

on the overall target of the target market to form a market segmentation strategy(Bizfluen,2018).

The hotel is conveniently located in the center of Toronto which provides the types of services

four-star upscale. Therefore, the market segmentation of the hotel has a certain economic

foundation of white-collar workers, corporate management, government departments, and young

tourists. According to statistics, hotel travelers include solo travelers, couples, business travelers,

families, and groups (HotelsCombined,2018). Besides, the hotel’s target market selection is based

on the regular hotel guests who have many business trips, meetings, and convention. In addition,

there is a large group of people who travel from Toronto from all over the world or local customers.

The main sources of those customers come from travel agencies, online sales, and individual

customers, so the hotel's target market choice is business and leisure travelers. The hotel facilities

also meet the service reception and corporate meetings, providing such people with a comfortable

and characteristic service. In addition, the hotel’s market position is a four-star hotel that mainly

serves business and leisure travelers. The hotel uses its brand and geographical advantages, as well

as a full range of supporting facilities to provide passengers with a variety of service reception,

corporate meetings, and other comfortable features. Thus, it is important to choose the right target

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market and implement appropriate market segmentation strategies mainly because it can

effectively improve their competitiveness and increase hotel revenues, regardless of the seasonal

subsidence and flow of the hotel industry. For business and leisure travelers, one of the Toronto

Marriott Bloor Yorkville Hotel's sales strategies is to use branding to attract and retain customers.

This is because the hotel is part of Marriott International which is the world's leading hotel

management company with 4,200 hotels and 19 hotel brands. Marriott's loyalty program, named

Marriott Rewards, accumulates points and stays/nights at Marriott's properties. The accumulated

points can be redeemed for rewards including free hotel stays, valid check-in/room nights. It can

help you become a premium member and enjoy more benefits including extra points, room

upgrades and more. In addition, especially for business travelers, when you hold a meeting,

conference, wedding or another event at a participating Marriott® brand hotel maximum rewards

of 50,000 points (3 points per $1 USD) or 15,000 miles (1 mile per $1 USD) with one qualifying

event (Marriott, 2018). In the other words, the hotel directly sales to customers through the sales

department by personnel's visits to regular customers or through advertisements, letters, greeting

cards, promotional brochures, short messages, mail, etc. With the extensive development of social

media, the hotel has been promoted from the early days through television, radio, newspapers,

magazines, and has evolved into a product promotion and sales through social media such as

Facebook, Instagram, and Twitter. In addition, OTA is also an important sales channel for the hotel.

Marriott Bloor Yorkville Hotel collaborates on Expedia, Hotels, and Booking etc.

In conclusion, Marriott Bloor Yorkville Hotel not only is considered as the 4 stars standard but

also is one of the extraordinary services, amenities, and facilities. Besides, the sales team have

specific strategies for selling and responsibility to make sure the understanding of the needs and

wants of selected customer groups as well as maximize the return revenue for the property.

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References

Hanks, G. (2017, November 21). What Is STP Marketing? Retrieved

from https://bizfluent.com/info-8693419-stp-marketing.html

Compare & Save on Cheap Hotel Deals. (n.d.). Retrieved

from https://www.hotelscombined.com/Hotel/Toronto_Marriott_Bloor_Yorkville_Hotel.htm

Marriott International, Inc. (n.d.). Retrieved

from https://www.marriott.com/rewards/rewards-program.mi

Hotel Sales and Marketing Organization Chart. (n.d.). Retrieved

from https://setupmyhotel.com/train-my-hotel-staff/sales-and-marketing/282-sales-

chart.html