OMNI KING

EDWARD HOTEL
DOWNTON, TORONTO

Sandra Karingozhackal Santhosh (101134264)

Krishnaramani Vaikunth Subbalaxmi (101139088)
Hyunkyo Seo (101135165)

1
 TABLE OF CONTENTS:

S.NO TITLE PAGE

1. CLASSIFICATION OF HOTEL 3

2. HOTEL SALES DEPARTMENT 3

2.1 MARKETING 3

2.2 SALES STRUCTURE 3-5

3. ORGANIZATION CHART 5

4. JOB DESCRIPTION 5-6

5. WORKING HOURS 6

6. MARKET SEGMENTATION 7

7. STRATEGIES AND TOOLS 8

2
 1. Classification of our Hotel :
We are a historic upper upscale hotel in Downtown Toronto, Ontario, Canada. The hotel is
located at 37 King Street East, and occupies the entire block bounded by King Street on the
north, Victoria Street on the east, Colborne Street on the south and Leader Lane on the west.

2. Hotel Sales Department:

2.1 Marketing:
The hotel Omni King Edward Hotel has a very effective sales structure. The hotel finds their
target market by the way of social media, as a marketing tool. Also, they compare themselves
with the four stars and five-star hotels in Toronto. So, they can improve their faults and become
effective in their own way. The hotel’s sales department consists of Director of sales, Director of
catering manager, 4 Director of group sales manager, 4 catering manager for business travel sales
manager.

2.2. Sales Structure

Group & BT Sales

Area Director of Sales and Marketing

Wedding/Social event room blocks

Crews

Express Sales Manager

(10-30 room nights on peak)

All Express Markets, excluding Tour & Travel series and Wedding/Social event room blocks

Deployment/Prospecting Markets: Banking/Financial

Express Sales Manager

(10-30 room nights on peak)

3
All Express Markets, excluding Tour & Travel series and Wedding/Social event room blocks

Deployment/Prospecting Markets: Pharmaceutical

Group Sales Manager

(31 or more room nights on peak)

Provincial Associations, Government and Military, All Sport (professional and amateur), All
Entertainment regardless of size (except those booking under ESP rate)

Deployment/Prospecting Markets: Law/Legal, Publishing/Advertising, Media, Social

Organizations/Non-Profits, Public Relations/Marketing, Real Estate (Commercial or
Residential), Retail/Direct Selling, Architectural/Engineering/Construction, Unions, and
Transportation/Automotive (ie: Amtrak, Airlines)

Group Sales Manager

(31 or more room nights on peak)

Deployment/Prospecting Markets: Accounting, Insurance, Banking/Financial, Brokerage,

Manufacturing, Biotech/ Pharmaceutical, Energy, Mining, Utilities, Medical/Hospital, Hi-
Technology/Telecommunications, Food & Beverage, Education/Universities, Professional
Services and Consulting

(Director of Sales)

Conventions/Citywides (1,200 or more room nights)

FIT, Crew and Tour/Travel - series only (individual tour groups to be done by FIFO)

(26 or more room nights on peak)

National Association, All US and International Associations

Energy/Mining/Utilities, Hi-Technology/Telecommunications

4
 Business Travel Sales Manager

Business Travel Accounts

All segments

All GROUPS are defined as 30 room nights or MORE on peak

All EXPRESS Groups are defined as 10 (minimum) to 30 room nights (maximum) on peak

ANY Groups fewer than 10 room nights MUST be pre-approved by the

DOS/DOSM/DORM

FIFO = First in/First out when it comes to lead distribution; what it really means is that the lead
should go to the most available Sales person who is most ready to respond.

3. Organization chart:

The hotel's organizational chart structure is as follows.

 General Manager
 Director of Marketing &Sales
 Director of Sales (rooms), Director of Catering (food and beverage).
 4 group Sales Manager (rooms, sometimes food and beverages will have
attached).
 4 Catering Managers 1 Business Manager.
 Co-Ordinator, Event coordinator (catering), Sales coordinator (group sales),
Marketing and Research coordinator (Business Travel) and Director of Sales &
Marketing.
4. Job Description:

Each person has their own responsibilities in a hotel for the development and the better working
of the hotel in an efficient way. The General Manager or the GM is accountable for the overall
running of the hotel in an efficient and profitable manner. The GM is chargeable for the hiring of
hotel management team members, renovations and the projects for the improvement of their
hotel. Their job may have varied according to the size of the hotel. As Omni King Edward Hotel

5
in Downtown is an upper- upscale scale hotel, the GM in the hotel has to do administrative jobs
and overlook all the departments in the hotel and managers in each department.

The role of director of marketing includes the duties of inspecting and manage staffs in the sales
department and to ensure the promotion, marketing and ways to earn the maximum revenue. He
is responsible for the maintenance of team work with effective communication to the team
members. And director of sales (rooms) is liable for the room sales in the hotel and make
revenue through their act. The planning of meal for a huge number of people are usually done by
the director of catering They have to select appropriate plan for the meal based on the type of
event they are planning to do according to the customers need, size of the event and within their
budget. The business travel sales manager is in charge of sale of room for travel agents. They are
the representatives of their hotel for various events and exhibitions as well as attending all the
department and hotels meeting as required.

The hotel’s coordinators perform the duty of a moderator including helping in planning programs
and menus for the events. The event coordinators control an event from top to bottom. The
marketing and research coordinators perform all the reservation, cancellation and revaluation.
They must manage sales and marketing checkbook and so on. They are person who handles
accounts and parameters.

5. Our Working Hours

The working hours of the sales managers and DOSM are typically from 8:30am-5:00pm, but
some people come earlier, some stay later. On a weekly basis, DOSM works for 40-45 hours
officially. Catering department works a lot of weekends due to social events like
weddings. There are also networking events that colleagues attend. Since we concentrate more
on corporate and wedding events, the hours of work depend on the event and the particular
season. For example, winter might have less events and the workload is pretty less. While in
summer, our staff need to put double the workload to meet the demand of the event co-
ordinators.

6
 6. Market segmentation mix

CORPORATE LEISURE

TRANSIENT
GROUP
TRAVEL

40 CORPORATE
45 LEISURE
TRANSIENT TRAVEL
GROUP

5 10

7. Marketing Strategies:

The two of the greatest revenue making segments are Corporate and Group Travel.
Approximately 64 weddings are happening in our hotel this year.

A. Collateral : We use a collection of media and advertisements to support the sales of our
product and services. This includes brochures, landing pages, testimonials, Ebooks,

7
 videos, photography etc. We concentrate more on designing our brochures as pictures
speak our quality and style.

B. Pre-arranged offsite sales meetings: We want to make sure that all our customers are
happy and satisfied. We have a coordinator who acts as an intermediary between the
guests and the organizing team. They make sure that all the events meet their demands
and criteria. They help us in customer satisfaction which in turn attracts more guests.
After all who doesn’t want to cherish their special events in a highly organized and
colorful environment.

C. STAR Report: We use the STAR Report as a revenue management tool. This helps us to
identify our market segmentation mix and identify our target markets. It shows us the
ADR , RevPar and Occupancy rates.

D. Commission: A good percentage of commission is given to our staffs to motivate their

selling strategy. Any employee can refer their friends or families to stay in our hotel for
which they will be awarded a commission and discount too. This increases the occupancy
rate of the hotel as word of mouth is more precious than any other.

E. Social media marketing: As many other hotels, social media is a greatest tool for
marketing for our hotel. Especially for events which are group travel, we use the pictures
clicked by our personalized photographer.

F. Partnership: We have a partnership with GHA (Global Hotel Alliance) that help us in
promoting and attracting customers. Also, we partner with other hotels if we do not have
any vacancy if need be.