Area Director Of Sales Hague

Position: AREA DIRECTOR OF SALES THE HAGUE
AREA DIRECTOR OF SALES - AMSTERDAM & THE HAGUE  Reporting to the Country General Manager, this role will drive commercial performance and take full ownership of sales targets across assigned Locke & Cove properties in Amsterdam and The Hague. You will deliver exceptional revenue growth through strategic account management, market expansion, and targeted new business development across both locations.
This role is based across properties, with regular on-site presence in both Amsterdam and The Hague.
THE STAGE IS SET  The stage is set for something different. We don’t run conventional hotels; we build places with character and intent.
What began as a small UK aparthotel portfolio has grown into a European collection recognised for design and atmosphere - and we’re now entering a new chapter. As we redefine the brand and evolve our identity, we’re focused on creating spaces that feel compelling, contemporary, and truly distinctive. Locke leads with bold expression;
Cove by Locke refines that same spirit into a quieter, more streamlined approach.
Guests come to rest, work, or escape. Comfort is a given - great beds, hot showers, genuine service. But we aim to create moments that feel memorable and a little unexpected, bringing back the sense of mood hospitality often lost.
This is our backdrop. We’re on an exciting journey step on stage and play your part.
THE WORK IN YOUR HANDS   Developing and executing multi-property sales strategies aligned with KPIs to consistently meet or exceed revenue targets across Amsterdam and The Hague
Taking full accountability for delivering ambitious B2B revenue targets across both markets
Leading a balanced approach to revenue generation, combining hands-on account management with proactive new business acquisition
Identifying, pursuing, and closing new corporate clients across local and international segments to drive incremental revenue
Driving market share growth in both cities through strategic positioning and targeted sales activity
Implementing structured account planning to grow revenues from corporate clients, Travel Management Companies (TMCs), Serviced Apartment Booking Agencies (SABAs), consortia, and other B2B intermediaries
Actively pursuing opportunities across all segments including corporate, groups, M&E, mid- and extended-stay
Acting as the commercial lead across both locations, ensuring alignment with wider European sales strategy
Collaborating closely with Key Accounts, Groups & MICE, and the broader Commercial Team while retaining ownership of regional performance
Maintaining disciplined use of CRM and edyn’s database, ensuring high-quality pipeline management and accurate forecasting
Providing detailed, data-driven reporting on sales performance, pipeline development, and market insights
Representing both properties through FAM trips, client events, trade shows, and sales presentations
Ensuring consistency in sales standards, processes, and account management practices across both locations
THE FIRE YOU CARRY   Strong commercial acumen with a proven ability to drive multi-property performance
Exceptional relationship-building skills, including engagement with senior decision-makers
Advanced negotiation and influencing capabilities across diverse markets
Strategic mindset with the ability to manage multiple priorities across locations
Excellent communication and presentation skills
High level of proficiency in sales tools, reporting platforms, and CRM systems
YOUR PROVEN TRACK   Minimum 4-6 years’ experience in hospitality sales across European or international markets, managing €3M+ annual revenue
Proven success in exceeding sales targets within multi-property or regional roles
Strong background in strategic account management and new business development
Solid knowledge of the Dutch market, with an established network in Amsterdam and/or The Hague preferred
Deep understanding of the corporate travel and serviced apartment sectors
What We Look For  We’re here to rethink what a modern lifestyle hotel can be. That takes pace, creativity, and people who enjoy working with purpose.
If you’re comfortable with change, motivated by ideas, and focused on crafting meaningful guest experiences, you’ll do well here. We value individuals who can hold a vision, appreciate atmosphere, and want their work to have impact.
Skills can be taught. Mindset can’t. There’s no single template for success here - just the right approach and willingness to grow.

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