Description:
The Senior Group Sales Manager is responsible for generating group revenue through the strategic development, acquisition, and management of corporate, incentive, association, and third-party intermediary accounts. This role serves as a brand ambassador for Bernardus Lodge & Spa, cultivating meaningful client relationships, identifying new business opportunities, and positioning the resort as a premier destination for meetings, retreats, incentive programs, and executive gatherings.
Success in this role requires a proactive sales approach, exceptional relationship-building skills, strong business acumen, and a passion for delivering distinctive luxury experiences. The Senior Group Sales Manager works collaboratively across departments to maximize total resort revenue while ensuring exceptional client experience from initial inquiry through program completion.
DUTIES AND RESPONSIBILITIES:
- Proactively identify, cultivate, and secure new group business opportunities while expanding relationships within existing accounts to achieve and exceed revenue goals.
- Develop and execute comprehensive strategic sales plans leverage prospecting, sales calls, client entertainment, site visits, industry events, and strategic partnerships to drive market share and revenue growth.
- Position Bernardus as a preferred destination for meetings, retreats, incentive travel, and executive gatherings by creating customized solutions that align with client objectives and budget parameters.
- Demonstrate a thorough understanding of the resort's accommodations, culinary offerings, wellness experiences, recreational amenities, and unique programming to maximize total resort revenue and create compelling client solutions.
- Respond to all assigned inquiries in a timely manner following established guidelines.
- Cultivate and maintain strong relationships with corporate meeting planners, incentive houses, third-party intermediaries, association executives, and key decision-makers to generate repeat and referral business.
- Represent Bernardus Lodge & Spa through personalized site inspections, familiarization experiences, client events, and sales missions that effectively showcase the resort's unique accommodations, culinary offerings, wellness experiences, and destination appeal.
- Position Bernardus as a preferred destination for meetings, retreats, incentive travel, and executive gatherings by creating customized solutions that align with client objectives and budget parameters.
- Represent Bernardus Lodge & Spa at industry trade shows, networking events, sales missions, and client functions to strengthen brand awareness and cultivate new business opportunities as assigned by leadership.
- Monitor market trends, competitive activity, and emerging customer needs to identify opportunities for revenue growth and market expansion.
- Collaborate closely with Catering, Revenue Management, Marketing, Spa, Food & Beverage, and Operations teams to ensure a seamless transition from sales through program execution.
- Maintain accurate account, prospect, and opportunity information within Delphi and other sales systems, ensuring data integrity and timely reporting.
- Negotiate contracts and business terms in accordance with resort guidelines while maximizing profitability and long-term account value.
- Consistently achieve assigned revenue, room night, ADR, and profitability goals.
- Approach all encounters with guests and employees in an attentive, friendly and service-oriented manner, reflecting the Forbes Four-Star Standards and the Two Michelin Keys.
- Participate in departmental meetings, training programs, strategic planning sessions, and special projects as assigned.
- Support Bernardus Lodge & Spa's commitment to exceptional guest service, professionalism, teamwork, and operational excellence.
Requirements:
QUALIFICATIONS:
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required:
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7-10 years related experience in luxury resorts/hotel group sales and catering
- Must be able to work independently.
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Knowledge of sales skills, revenue management, training, and motivation of peers.
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Knowledge of hotel features, benefits, and competing hotels within the market.
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Ability to execute appropriate action plans.
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Knowledge of hotel operations, including security and safety programs.
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Ability to operate standard Audio/Visual equipment.
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Ability to work effectively under time constraints and deadlines.
- Must provide valid document(s) to work in the US.
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Must meet legal age requirements for the position.
EXPERIENCE & EDUCATION:
7-10 years related experience in luxury resorts/hotel group sales; or equivalent combination of education and experience. High school diploma or general education degree (GED).
LANGUAGE SKILLS:
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Must speak and communicate in English.
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Must be able to clearly communicate with guests, management and coworkers.
REASONING ABILITY:
Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized or non-standardized situations. Ability to be proactive with duties and responsibilities.
COMPUTER SKILLS:
- Advanced knowledge of various computer programs, such as Outlook, Word, Excel, Power Point and Internet Explorer.
- Knowledge of Delphi
- Knowledge of Opera Cloud preferred, but not required.
CERTIFICATES & LICENSES:
Valid California Driver License is required.
PHYSICAL DEMANDS:
The physical demands described here are representative of those that must be met successfully to perform the essential functions of this job. Reasonable accommodations made to enable individuals with disabilities to perform the essential functions.
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Must be able to lift 10 to 25 lbs.
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Must be able to stand and walk for long periods of time.
