CROWN HOTELS

Destination for Success

Introduction on Nicolena Oborn

Introduction on Crown Hotels

The Proposal

Using a hotel versus a convention centre – Pros & Cons

Hotel Tour

Follow up with the client

Sales v Operations – what is the difference

AGENDA

20 years of Industry experience.

Covering all market segments.

Overseas assignment for a number of years in various senior sales

roles.

Travel the globe to attend various tradeshows – face to face client

meetings & roadshows.

Revenue generating, people management & customer engagement.

Manage a team of 80 staff across various business units.

Overall responsibility of $300M.

Nicolena Oborn Group Director of Sales –Crown Hotels – Melbourne and

Perth

1,600 rooms across 3 hotels:

Crown Towers, Crown Metropol & Crown Promenade.

45 restaurants – from casual to fine dining.

2 award-winning spas: Crown Spa & ISIKA.

18 meeting rooms – ranging from 5 to 2,000 delegates.

Natural light throughout Crown Conference Centre.

Exhibition Hall – street access.

Create amazing events.

Destination for Success – Art of Food, Culture and Wine.

Unique offering within Melbourne.

Authentic hospitality.

Crown Hotels Melbourne

Accommodation requirements:

Inclusive of dates, number of rooms, VIP’s & suites.

Meeting dates and event schedule.

Required layout or style, number of delegates , AV equipment.

Food and Beverage requirements:

Inclusive of dates, estimated participants, meals needed.

Meeting History:

Any previous business conducted with Crown?

Will there be future business opportunity ?

Competitors:

Determine which hotels or destinations are being considered and why.

Decision factors uncovered:

Timeline / Decision maker.

The Proposal – a tailored approach Seven Key Qualification Elements

E- proposal

Dedicated event and conference team.

Intimate spaces .

Enhanced learning environments and the latest in meeting technology –

they are important criteria for small to medium sized corporate events.

Having everything in one location makes meeting logistics easier.

No need to have delegates staying at one venue and needing transport to another.

Upmarket experience.

Competitive pricing - Day Delegate Package (DDP).

Hotel v Convention Centre Hotel Pros

Sufficient floor area to accommodate several thousand attendees.

Very large venues, suitable for major trade shows.

Convention centres typically have at least one auditorium and may also contain concert

halls, lecture halls, meeting rooms and conference rooms.

Multiple breakout rooms.

Hotel v Convention Centre Convention Centre Pros

The Hotel tour is to show the client why our hotel is the best choice as the venue for their

meeting.

This is our big chance to shine , differentiate our hotel from the competitors and show our

hardware.

We also want to introduce our people who will make the event a success.

We want to show that we are highly professional , friendly people who can successfully

handle their event.

Depending on the value of the business we always ensure the client stays at one of our

three hotels.

The Hotel Tour

1 Objective.

2 Approval process.

3 Complimentary room guidelines.

4 10-day site inspection forecast.

5 Features, benefits and client needs.

6 On-day presentation.

7 Conducting the hotel tour.

8 WOW hotel tour: creative touches, branding, room setup.

9 Follow up.

Hotel Tour Nine Key Elements

Divide it into 3 sections:

1 Welcoming the Client.

2 Conducting the hotel tour.

3 Bidding Farewell.

Conducting the Hotel Tour

WOW hotel tours are designed to impress the client.

A WOW hotel tour is planned when the result of winning the business will have a major

impact on the hotel's revenue or profile.

Key Elements :

Creative touches

Company branding

Event venue setup

Presentation by hotel’s General Manager

Creating a memorable experience

Conducting a WOW Hotel Tour

Sample of farewell gift – Crown branded scented candle

Conducting the Hotel Tour

1 Phone call to client within 24 hours to seek feedback.

2 Personalised letter or email to client from General Manager.

3 Send any outstanding information requested by the client.

4 Set reminders for various follow ups with client.

5 Ask for the business:

"Can I now prepare a contract for you?"

This is sometimes asked at the end of the hotel tour so a commitment from the

client is secured prior to their departure from the hotel.

Follow up with client

Prepare the contract and set a date for it to be signed and returned, along with deposit.

Update the account management system and complete the event summary.

Hand the file over to the Event & Conference Management Team.

Sales person will introduce their counterpart from the Event & Conference Management

Team via conference call, during the hotel tour or by email.

Once the handover process is completed, the Event & Conference Management Team

prepare the event orders and run the event.

During the event, the sales person will pass by at key times to seek feedback on the

event from the client.

Attend the post-event review.

Sales V Operations The process

Questions