Multi-brand Sales Strategy Unveiled At Global Sales Conference
Pan Pacific Hotels and Resorts and Parkroyal Hotels & Resorts kicked off 2009 with their first combined Global Sales Conference in Singapore from 14 to 17 January. Following the recent establishment of an integrated Global Sales Organisation representing both Pan Pacific and Parkroyal brands under Hotel Plaza Group, a multi-brand strategy was unveiled to address the evolving strategic needs of the global customer base of both hospitality brands.
Targeted to strengthen the capabilities of the internal global sales organisation, this conference brings together over 50 participants, consisting of the Corporate Leadership Team, General Managers, Directors of Sales and Marketing and Global Sales Associates representing both Parkroyal and Pan Pacific hotels.
As the Group commits to have an expanded international sales force to serve its customers from throughout the world, the opening of a new Global Sales Office in Australia will be announced very soon to add to its existing offices in Hong Kong, London, San Francisco, Singapore and Tokyo. The latest addition of Karen Xu as Sales Manager to its San Francisco office is part of the Group’s initiative to drive more business from North America.
“This is the first time we are bringing together sales associates from Pan Pacific and Parkroyal to lay the foundation for a more effective representation of both brands to our customers. Our multi-brand strategy will steer the course for 2009 to ultimately create stronger returns to all our stakeholders,” said Christina Chua, Vice President, Sales of Hotel Plaza Group.
Themed “Driving Our Global Revenue”, the conference created greater understanding across both brands within the integrated framework to drive revenue from the international key markets. With an emphasis on a multi-brand sales and marketing strategy, the conference’s agenda included a series of business planning sessions and a review of the group-wide client management strategy.
In addition, participants gained insight into effective customer relationship management and yield revenue through advanced systems technology with the introduction of the corporate-wide Sales Force Automation. The conference also provided networking opportunities and team building activities for the participants to build stronger rapport within the global sales force.
