Introduction to Hotel Sales
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Start anytime
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Study anywhere
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Learn practical skills
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Be job ready
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US$55 for HSMAI Members
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US$65 for non-members
Course Overview
Build a strong foundation in modern hotel sales with this practical, industry-specific introductory course.
Learners explore how successful hotel salespeople build trusted customer relationships, communicate effectively and guide opportunities through the sales process. The course covers the buyer’s journey, sales pipelines, prospecting, professional presentations, negotiation and closing, as well as the fundamentals of market intelligence and data-informed decision-making.
Learners will also discover how technology, AI, CRM systems and automation can improve sales productivity—while recognising where human judgement, ethical behaviour and personal relationships remain essential. Practical hotel examples, scenarios and workplace activities help learners apply each topic to their own role.
This course may be taken independently or as a core course within the HSMAI Certificate in Sales (Hospitality).
This course introduces the role of sales within a hotel’s broader commercial strategy and explores how hotel sales has evolved. Participants will learn about the hotel sales process, ethical selling, productivity tools, professional image and personal branding.
By the end of the course, participants will understand the fundamental skills, behaviours and processes required to succeed in a hotel sales role.
(HSMAI MEMBER – US$55) | (NON-HSMAI MEMBER – US$65)
Course Modules
1.0 Introduction to Hotel Sales
2.0 The importance of Ethics in Sales
3.0 Basic Communication Skills
4.0 Where Hotel Sales & Technology Meet
5.0 Practical AI Prompts for Hotel Sales Professional
6.1 Understanding the Buyers Journey
6.2 Overview of the Sales Pieline
6.3 Prospecting -Finding New Business Opportunities
6.4 Presenting your Hotel Professionally
6.5 Negotiating & Closing Deals
6.6 Market & Competitor Intelligence
6.7 Data-driven Insights
7.1 Essential Sales Tools
7.2 What is a CRM and Why is it Important in Sales
7.3 Automating Routine Hotel Tasks
8.0 How Sales Works with the Commercial team
9.0 Quiz
10.0 Summary
Course Outcomes
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- Explain the role of Sales within a hotel’s broader commercial strategy
- Build customer trust through ethical, relationship-based selling
- Communicate confidently and adapt their approach to different customers and situations
- Recognise the stages of the buyer’s journey and manage opportunities through a sales pipeline
- Identify, research and qualify new business opportunities
- Present hotel solutions in ways that connect features with customer needs and business value
- Prepare for negotiations, respond to objections and work towards mutually beneficial agreements
- Use market, competitor and performance information to support practical sales decisions
- Use AI, CRM systems, automation and other sales tools responsibly and effectively
- Contribute useful customer and account intelligence to commercial-team discussions
This Course is for You If:
People beginning a career in hotel sales
Hotel sales coordinators, executives and managers seeking a structured foundation or refresher
Hotel employees moving into a sales, business development or commercial role
Group, events, corporate, leisure and account-management professionals
Hospitality students seeking practical insight into hotel sales
Commercial professionals who want to better understand the role Sales plays in hotel performance
No previous hotel sales experience is required. The course is particularly suitable for early-career sales professionals and those with up to approximately two years of experience or those looking to cross-skill on the Hotel Sales Role.
The course is entirely online and self-paced, with quizzes to check your knowledge throughout.
