MICE

Position - MICE

Location: Germany

About the Role

We are looking for a dynamic and results-oriented Sales Manager / Senior Sales Manager – MICE to drive the growth of our hotel's MICE and corporate business across the German market.

The role will be responsible for generating new business, developing strategic relationships with corporate clients, event agencies, meeting planners and MICE partners, and maximizing revenue from meetings, incentives, conferences and events.

The ideal candidate will have a strong network within the German corporate and MICE market, excellent negotiation skills and a proven track record of delivering revenue through B2B sales.

Key Responsibilities

1. MICE & Corporate Sales

• Develop and execute a sales strategy for the hotel's MICE and corporate segments .
• Identify and acquire new corporate accounts, event agencies, conference organizers and MICE partners.
• Generate business for meetings, conferences, incentives, corporate events, group stays and other business events.
• Build and maintain long-term relationships with key corporate and MICE clients.
• Drive room nights, meeting-room revenue, F&B revenue and overall event revenue.
• Promote the hotel's meeting spaces, accommodation, F&B facilities and event offerings.

2. New Business Development

• Proactively identify new business opportunities within the German market.
• Conduct regular sales calls, client visits, presentations, property tours and business meetings.
• Develop a strong pipeline of prospective corporate and MICE accounts.
• Participate in trade shows, networking events, industry meetings and MICE workshops.
• Develop partnerships with DMCs, PCOs, event agencies, travel management companies and other relevant intermediaries.

3. Account Management

• Manage a portfolio of key corporate and MICE accounts.
• Understand client requirements and develop customized commercial proposals.
• Negotiate rates, contracts, packages and commercial terms while protecting hotel profitability.
• Conduct regular account reviews and identify opportunities for upselling and cross-selling.
• Maintain accurate account information, sales activities and pipeline data in the CRM.

4. Revenue & Commercial Performance

• Achieve agreed monthly, quarterly and annual revenue targets.
• Drive occupancy, ADR, RevPAR, room nights and MICE/event revenue through the assigned accounts.
• Work closely with Revenue Management to optimize rates and availability for group and MICE business.
• Monitor competitor activities, pricing and market trends.
• Ensure that negotiated rates and contracts deliver profitable business for the hotel.

5. Event & Operational Coordination

• Work closely with Operations, Front Office, F&B, Revenue Management and Events teams to ensure a seamless client experience.
• Ensure smooth handover of confirmed events and group bookings to the relevant hotel teams.
• Participate in client meetings, site inspections and pre-event discussions where required.
• Follow up with clients after events to secure repeat and referral business.

MICE performance is typically assessed through measures such as event performance, room/space utilization, revenue and profitability, making these suitable KPIs for the role.

Key Result Areas (KRAs)

1. Revenue Growth

Deliver sustainable growth in MICE and corporate revenue.

2. New Business Acquisition

Expand the hotel's corporate and MICE client base through proactive prospecting.

3. Account Development

Increase revenue and room-night contribution from existing key accounts.

4. Market Penetration

Strengthen the hotel's presence within the German MICE and corporate market.

5. Client Relationships

Build long-term relationships with corporate decision-makers, event agencies and MICE partners.

6. Profitability

Secure commercially viable business while maintaining appropriate rates and margins.

7. Cross-functional Collaboration

Ensure effective coordination between Sales, Revenue, Events, F&B and hotel operations.

Candidate Profile

• Bachelor's degree / diploma in Hospitality, Hotel Management, Business Administration, Sales or a related field .
• Proven experience in selling MICE, conferences, meetings, groups and corporate accommodation .
• Strong understanding of the German corporate and hospitality market.
• Existing network among corporate clients, MICE agencies, event planners, DMCs or travel management companies is highly desirable.
• Strong commercial and negotiation skills.
• Excellent communication and presentation skills.
• Highly target-driven with a strong business-development mindset.
• Ability to work independently and manage a sales pipeline effectively.
• Willingness to travel within Germany for client meetings, trade shows and business development activities.
• Strong CRM and sales reporting skills.
• Fluent German and good English preferred, particularly for Germany-facing sales roles.