PRISM
Director of Sales
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Director of Sales
About PRISM Group and Sunday Hotels
Sunday Hotels, part of the PRISM Group, is one of the fastest-growing and most exciting hospitality luxury brands across the globe operating in 35+ countries from America to Australia with 22,700+ hotels and 150,000+ Holiday Homes — a place where ambition, creativity and career growth truly thrive. Backed by investors like Softbank, Microsoft, Airbnb and more institutional investors, PRISM Group is a powerful hospitality global platform driven by a warm, people-first culture, Sunday offers real opportunities to progress, contribute ideas, shape new openings and be part of a brand that’s rapidly expanding across major cities and landmark destinations. Joining Sunday means joining a team with energy, purpose and the chance to grow as fast as the brand itself.
Why Join Sunday Hotels – Part of the PRISM Group
Sunday Hotels is one of the fastest-growing lifestyle and premium hotel brands in the UK, backed by the strength, innovation and long-term vision of the PRISM Group. Joining us means stepping into a company that is transforming hospitality with ambition, culture and opportunity at the heart of everything we do.
1. Fastest Growing Luxury Brand
Sunday Hotels is expanding rapidly across the UK — from major city properties to landmark historic hotels. This growth creates real opportunities for people to build careers, step into leadership roles and be part of something evolving at pace.
2. Powered by PRISM Group – a Global Hospitality Leader
Being part of PRISM means stability, investment, global standards and access to high-level support teams across sales, revenue, operations, digital and branding. You join not just a hotel — but a powerful hospitality and technology ecosystem.
3. Career Progression
We promote from within, support internal moves across hotels and departments, and give talented individuals the space to grow quickly. Many team members move into senior roles much faster than in traditional hotel groups.
4. A Culture Built on People First
Sunday Hotels focuses on warmth, collaboration and trust. We build environments where people feel valued, supported and proud of the experience they deliver to guests.
5. Innovation & Creativity
From brand design to new technology and commercial strategy to guest experiences — Sunday encourages creativity. Your ideas matter here. You can genuinely shape the way the hotel operates and grows.
About Holland House Hotel by Sunday
Holland House Hotel Cardiff by Sunday is a contemporary 4-star property located in the heart of Cardiff, offering premium accommodation, extensive conference and events facilities, a vibrant restaurant & bar, and a well-equipped leisure and wellness centre. As part of the Sunday Hotels portfolio, the property delivers warm hospitality, exceptional service standards, and strong commercial performance.
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The Director of Sales will play a critical role in shaping the hotel’s market position, driving revenue across all segments, and strengthening our presence within Cardiff and the wider South Wales region.
JD
Role Overview
The Director of Sales is responsible for developing and executing a segment-focused sales strategy that maximises revenue across corporate transient, corporate contracted, group series, tour operators, FIT, and GDS channels. This is a market-facing role that requires strong relationships, proactive prospecting, and consistent engagement with key business partners. This role reports directly to the Group Head of Sales and works closely with the General Manager of Holland House Hotel Cardiff.
Key Responsibilities
Commercial Strategy & Revenue Delivery
- Build and execute a targeted annual sales plan for corporate, groups, tours, FIT, GDS and long-stay segments.
- Proactively identify new business opportunities in Cardiff, South Wales, and national markets.
- Lead the hotel’s corporate RFP process, ensuring competitive positioning and conversion.
- Drive production from TMCs, wholesalers, DMCs, and global distribution partners.
- Develop strategic sales actions to grow room nights, ADR, and overall market penetration.
- Monitor market conditions, competitor pricing, and demand trends to refine strategy.
Corporate Sales & Account Management
- Build and strengthen relationships with key corporate accounts, local companies, government bodies, and universities.
- Conduct regular account reviews, presentations, site tours, and quarterly business updates.
- Ensure high retention and growth from top-producing corporate clients.
- Develop new partnerships with Cardiff business parks, industrial zones, and relocations teams.
Groups, Tours & FIT Development
- Secure year-round group business, including sports teams, national associations, educational groups, and leisure groups.
- Drive relationships with international and domestic tour operators, wholesalers, and group travel organisers.
- Build seasonal group series and long-term contracts to ensure base occupancy.
- Grow FIT business through partnerships with travel agents, DMCs, wholesalers, and international markets.
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GDS & Agency Channel Management
- Strengthen performance across global distribution systems through targeted sales calls, TMC engagement, and rate strategies.
- Develop relationships with major travel agencies and corporate travel planners.
- Monitor GDS production reports and take proactive actions to drive share.
Cross-Functional Collaboration
- Work closely with Revenue Management on pricing, forecasting, corporate rate loading, and LOS strategies.
- Partner with Marketing to create segment-specific campaigns, collateral, and trade materials.
- Ensure seamless coordination with Reservations and Front Office for group and corporate bookings.
Sales Leadership & Representation
- Represent the property at trade shows, sales missions, corporate networking events, and roadshows.
- Maintain strong alignment with Sunday Hotels’ group commercial structure and brand values.
- Provide weekly sales insights, production updates, and pipeline reports to the Head of Sales.
Required Skills & Experience
- Minimum 5–8 years’ hotel sales experience, ideally within 4-star or upscale properties.
- Proven results in corporate, groups, FIT, and agency segment development.
- Strong understanding of GDS channels, TMC relationships, corporate RFPs, FIT contracting, and tour operator models.
- Excellent negotiation, communication, and relationship-building skills.
- Commercially astute with strong analysis and strategic thinking.
- Ability to thrive in a fast-paced environment and manage multiple priorities.
Desired Attributes
- Existing network within Cardiff/South Wales corporate and travel trade markets.
- Experience working with UK and international tour operators and wholesalers.
- Entrepreneurial, proactive, and results-oriented mindset.
- Strong presentation and client engagement skills.
- Passion for delivering exceptional service and building long-term partnerships.
Key Performance Indicators (KPIs)
- Corporate production growth (transient & contracted).
- Increase in group/tour/FIT room nights and revenue.
- Growth in GDS share and TMC penetration.
- ADR improvement in key segments.
- Conversion rate for RFPs and major accounts.
- Account retention and new account acquisitions.
- Pipeline development and forecasting accuracy.
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