Head of Sales

Join us as Head of Sales
Welcome to The Usual. We are building a new generation of hotels that combine thoughtful design, meaningful hospitality and responsible business practices. Our hotels are places where guests feel instantly welcome, locals feel at home and teams are empowered to bring their authentic selves to work every day. With hotels in Rotterdam and Brussels, Florence currently in development and further growth ambitions across Europe, we are looking for a commercially driven Head of Sales to help shape the next phase of our journey.

This is an opportunity to take ownership of the sales strategy and execution across a growing hotel portfolio and play a key role in building a scalable commercial platform for the future.

Be you with us
At The Usual, we believe travel can be a force for good. We're not interested in hospitality for hospitality's sake. We want to create places that have a positive impact on people, communities and the environment, while building a successful and sustainable business. Our culture is built on taking ownership, collaboration and continuous improvement. We own it, we care deeply and we stay curious together.

We challenge ourselves to think differently, move fast and create experiences that matter.

The role
As Head of Sales, you will own and lead the B2B sales strategy and execution across The Usual portfolio. You are responsible for driving corporate, group and MICE revenue growth, developing strategic partnerships and ensuring a healthy long‑term commercial mix across all properties. This is a hands‑on leadership role. While you will continue to be actively involved in direct sales activities, you will also be responsible for coordinating and managing The Usual's wider sales ecosystem, including external sales representation partners and future sales resources.

You will be the most senior sales professional within The Usual and the primary owner of the company's sales performance and sales development strategy. A key focus of the role will be the commercial pre‑opening and market positioning of The Usual Florence. You will help build the hotel's initial account base, establish strategic partnerships and ensure a successful commercial launch.

As The Usual continues to grow, you will also support the commercial preparation and opening of future properties across Europe. You will work closely with Revenue Management, Brand Marketing, Operations and the wider leadership team to ensure a joined‑up commercial strategy across the portfolio. Success in this role will be measured through agreed KPIs, including revenue growth, account acquisition, account retention, group conversion, market penetration and the performance of commercial partnerships and representation networks.

Key Responsibilities
Portfolio sales leadership

Own and execute the B2B sales strategy across the portfolio.

Define annual sales objectives, target account strategies and segment priorities.

Lead quarterly sales planning and account reviews together with Revenue Management and Marketing.

Identify opportunities to improve portfolio‑wide commercial performance and demand quality.

Support the commercial preparation and opening of future hotels.

Corporate, Group & MICE sales and sales execution

Develop and execute targeted acquisition plans for Corporate Individual, Corporate Groups and MICE segments.

Build and manage strategic relationships with corporate clients, travel buyers, agencies, event planners and key decision‑makers.

Develop key account plans for local, national and international clients.

Generate new business opportunities and expand existing relationships.

Achieve agreed revenue and production targets across the portfolio.

For The Usual Brussels, maintain a particular focus on EU institutions, governmental organisations, associations and conference‑related opportunities.

Represent The Usual professionally at all times and act as a brand ambassador.

Commercial partnerships & representation

Lead and direct The Usual's external sales representation network as an extension of the company's sales organisation.

Set objectives, define priorities and monitor performance across all representation partners.

Hol…