Group Sales Manager

Last Updated:
June 29, 2023

Job Description Overview

The Group Sales Manager job description is an important role in the hospitality industry. As a Group Sales Manager, you will be responsible for driving group sales revenue, managing accounts and relationships, negotiating contracts with clients, and overseeing the execution of events. You will work closely with other departments, such as marketing and operations, to develop strategies and tactics that align with the overall business objectives. 

Your day-to-day activities may include conducting market research, prospecting new business, responding to inquiries, preparing proposals, conducting site tours, and developing marketing collateral. You will also be responsible for ensuring that all events meet or exceed customer expectations, and that they are delivered on time and within budget. 

To excel in this role, you should have excellent communication and interpersonal skills, strong analytical and problem-solving abilities, and a deep understanding of the hospitality industry, including the latest trends and best practices. You should also be able to work independently as well as in a team environment, be comfortable with multitasking, and possess a can-do attitude. If you are looking for a challenging and rewarding career, the Group Sales Manager job description may be right for you.

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Job Duties and Responsibilities

  • Manage a team of sales professionals to achieve group sales goals
  • Develop and implement strategies to increase group sales and revenue
  • Network and build relationships with potential clients and partners
  • Collaborate with other departments to ensure seamless execution of group events
  • Create and negotiate contracts and pricing for group events
  • Provide exceptional customer service to clients throughout the sales process
  • Track and analyze sales data to identify trends and opportunities for improvement
  • Maintain accurate and up-to-date records of all group sales activities
  • Plan and attend events and trade shows to promote the property and generate leads
  • Stay current with industry trends and best practices to remain competitive in the market.

Experience and Education Requirements

If you want to be a Group Sales Manager in the Hospitality industry, you'll need to have some education and experience. Most employers look for a Bachelor's degree in Hospitality, Business Administration, Marketing or a related field. A degree in Sales or Communications could also be helpful. Experience-wise, you'll need to have worked in a Sales position in the Hospitality industry, preferably at the Manager level. You should be able to demonstrate that you have good communication and leadership skills, strong analytical abilities, and know how to work with clients to ensure their satisfaction. You'll also need to have a good understanding of the industry and be up-to-date on current trends and technologies.

Salary Range

Group Sales Managers in the hospitality industry are responsible for managing a team of sales executives and achieving group sales targets. According to the Bureau of Labor Statistics, the median annual salary for Sales Managers in the United States as of May 2020 was $131,060. Glassdoor reports an average base pay of $83,024 per year for Group Sales Managers with additional cash and stock bonuses ranging from $5,000 to $43,000 based on their experience level and performance.

In Canada, the average salary for a Group Sales Manager in the hospitality industry is around CAD $70,000 per year, as per Meanwhile, in Australia, the average salary for Group Sales Managers in the hospitality industry ranges from AUD $70,000 to AUD $129,000 per year, according to 

Overall, the expected salary range for a Group Sales Manager in the hospitality industry varies based on factors such as experience, location, company size, and performance. 


  • Bureau of Labor Statistics (
  • Glassdoor (,19.htm)
  • Neuvoo Canada (
  • Indeed Australia (

Career Outlook

The career outlook for a Group Sales Manager in the hospitality industry over the next 5 years is bright. According to the US Bureau of Labor Statistics, employment of meeting, convention, and event planners (which includes Group Sales Managers) is projected to grow 8 percent from 2019 to 2029, much faster than the average for all occupations. The demand for events in the corporate sector, nonprofit organizations, and social gatherings will continue to increase, and Group Sales Managers will be needed to plan and execute these events successfully. Additionally, the rise in globalization will lead to more international events, requiring Group Sales Managers to have knowledge of different cultures and languages. Overall, the Group Sales Manager career in the hospitality industry is promising for the next 5 years.

Frequently Asked Questions (FAQ)

Q: What does a Group Sales Manager do in the Hospitality industry?

A: A Group Sales Manager is responsible for creating and managing group bookings, organizing events, coordinating with vendors, and ensuring clients have a seamless experience at the property.

Q: What qualifications does a Group Sales Manager in the Hospitality industry need?

A: A Group Sales Manager must have a bachelor's degree in Hospitality Management or relevant field, strong communication and customer service skills, prior sales experience, and proficiency in computer software.

Q: How does a Group Sales Manager determine pricing for group bookings?

A: The Group Sales Manager considers factors such as occupancy rates, seasonality, length of stay, and demand, to determine competitive pricing for group bookings while maintaining profit margins.

Q: What challenges does a Group Sales Manager face on the job?

A: A Group Sales Manager must manage multiple clients and events at once, negotiate with vendors, and work under tight deadlines. Communication, problem-solving skills, and attention to detail are essential.

Q: How does a Group Sales Manager measure success in their role?

A: A Group Sales Manager evaluates success through metrics such as revenue generated, guest satisfaction, client retention, and return on investment. Positive client feedback and repeat business are a testament to a successful Group Sales Manager.

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