Director of Sales

Director Of Sales

The Director of Sales is responsible for developing, maintaining, and growing the resort's leisure and transient business segments through strategic sales initiatives, exceptional relationship management, and proactive business development. This position is responsible for increasing the resort's domestic and international leisure client base while cultivating long-term partnerships that generate repeat business and maximize revenue.

As a key member of the Sales & Marketing team, the Director of Sales serves as an ambassador for Rancho Valencia Resort & Spa, representing the resort to luxury travel advisors, corporate travel managers, travel consortia, wholesale partners, destination management companies, and other leisure travel intermediaries. This role collaborates closely with Revenue Management, Marketing, Operations, Spa, Tennis, Food & Beverage, and Guest Services to deliver seamless luxury experiences that enhance guest satisfaction and drive profitability.

In addition to traditional leisure sales responsibilities, this position oversees the coordination, promotion, sale, and execution of resort specialty programs and signature experiences, including tennis camps, cycling retreats, wellness and yoga programs, culinary experiences, and other unique events that showcase Rancho Valencia's luxury lifestyle offerings.

Essential Duties & Responsibilities

• Develop and execute annual leisure sales strategies designed to achieve budgeted room nights, ADR, RevPAR, and revenue goals.
• Maintain and grow the resort's Business/Transient leisure market segments through proactive solicitation and account management.
• Increase domestic and international leisure business by cultivating relationships with luxury travel advisors, travel agencies, tour operators, destination management companies, and wholesale partners.
• Identify and pursue new business opportunities while expanding existing accounts through strategic relationship development.
• Conduct regular inside and outside sales calls, virtual presentations, client meetings, networking events, and entertainment activities.
• Represent Rancho Valencia at trade shows, industry events, luxury travel marketplaces, and sales missions in accordance with the annual marketing plan.
• Travel quarterly, or as required, to key domestic and international markets with a focus on corporate travel managers, luxury consortia, travel advisors, preferred corporate accounts, and extended-stay clientele.

Account Management

• Develop and maintain long-term relationships with key leisure, transient, wholesale, and preferred corporate accounts.
• Monitor production compliance and overall account performance.
• Prepare quarterly and annual production reports for all major accounts.
• Conduct semi-annual business review meetings with account representatives to evaluate production, identify opportunities, and strengthen partnerships.
• Maintain comprehensive account records utilizing the resort's CRM and account management systems.
• Maintain regular communication with all preferred corporate and leisure accounts, including quarterly production reports and market updates.
• Coordinate local transient sales initiatives and activities supporting national and regional account strategies.
• Negotiate contracted rates, preferred corporate agreements, wholesale pricing, and volume-based negotiated accounts in collaboration with Revenue Management and Executive Leadership.

Travel Partner Relations

• Develop and strengthen relationships with:
• Virtuoso
• Signature Travel Network
• Internova
• American Express Fine Hotels + Resorts
• Ensemble
• Travel Leaders
• Preferred Hotels & Resorts
• Luxury independent travel advisors
• Destination Management Companies
• Wholesale partners
• Corporate Travel Managers
• Host and coordinate:
• Familiarization (FAM) Trips
• Site Inspections
• Educational Tours
• Sales Missions
• Travel Advisor Events
• Client Appreciation Experiences

Specialty Programs & Resort Experiences

Lead the sales, promotion, coordination, and implementation of signature resort experiences including:

• Tennis Camps
• Pickleball Clinics
• Cycling Programs
• Wellness Retreats
• Yoga Programs
• Culinary Experiences
• Seasonal Promotions
• Luxury Lifestyle Events
• Other specialty programming designed to increase leisure demand and enhance the guest experience.

Revenue & Marketing Collaboration

• Partner closely with Revenue Management to develop transient pricing strategies, promotional offers, and need-period initiatives.
• Support all leisure marketing campaigns and promotional initiatives in collaboration with the Marketing team.
• Assist in developing digital marketing campaigns, advisor communications, social media collaborations, and luxury travel promotions.
• Analyze client room night production, ADR, market trends, and revenue performance to identify growth opportunities.
• Understand competitive positioning by monitoring the transient sales strategies, promotional programs, pricing, and market strengths and weaknesses of competing luxury resorts.

Cross-Department Collaboration

Work collaboratively with…