Commercial Solutions & Performance Optimisation
The Client
A global property developer headquartered in Dubai, managing a portfolio of landmark hotels and serviced apartments across key domestic markets.
The Assets (2)
4-star managed hotels (two properties)
1,136 rooms and suites in total
Meeting and event facilities
Spa and wellness centres
Central commercial team: 12 pro-active Sales Executives, 3 Marketing Executives, 1 Revenue Manager
The Client needs
Assess the performance of the appointed operator and its central commercial function to identify structural inefficiencies and performance gaps.
Implement practical commercial solutions to optimise sales and marketing efficiency, enhance team productivity and improve GOP conversion across the portfolio.
Supervise, alongside the owners’ executive team, the implementation of the operator’s recommended plan to ensure effective delivery and accountability.
Key Strategies Implemented
Commercial Function Assessment
Conducted a comprehensive evaluation of the operator’s central commercial setup, including structure, team capabilities and integration across properties.
Analysed sales productivity, segmentation mix, and market coverage to identify underperforming areas and opportunities for growth.
Benchmarked performance against competitive market data and financial targets to highlight inefficiencies and define clear improvement priorities.
Organisational Restructure and leadership assignment
Re-structured the central Sales & Marketing function, redefining roles, reporting lines and accountability to improve efficiency and focus.
Appointed a new Director of Sales & Marketing to lead the cluster strategy, strengthen collaboration between properties and the operator.
Re-aligned sales objectives with financial targets to ensure cohesive performance management across all commercial disciplines.
Process Optimisation and Technology Integration
Implemented new processes and communication protocols to enhance productivity, coordination and information flow within the team.
Improved utilisation of sales technology, CRM systems and reporting tools to increase data accuracy and enable informed decision-making.
Introduced regular pipeline and conversion reviews to promote accountability and continuous improvement.
Conducted periodic data integrity checks within the Property Management System to maintain accuracy and reliability.
Market Re-Focus and Sales Efficiency
Re-focused the sales strategy on core corporate segments (transient and groups) to strengthen base business and yield.
Conducted a redistribution of key accounts and a full data clean-up in Opera PMS, improving segmentation accuracy and sales targeting.
Enhanced cross-functional alignment between Sales, Revenue and Marketing teams to ensure tactical coherence and stronger commercial outcomes.
Delivered in-person training on key account development technics, building team confidence and reinforcing strategic sales objectives.
Established clear targets for account penetration and new account acquisition to support revenue growth.
Facilitated and participated in bi-monthly sales reviews with the group’s appointed Head of Global Sales and the Director of Sales and Marketing to leverage brand capabilities and market knowledge.
Stakeholder Engagement and Governance
Participated in month-end business reviews with ownership and the operator to evaluate progress and alignment on priorities.
Delivered structured recommendations and action plans to sustain performance improvement and ensuring long-term efficiency gains.
2-phase assignment completed
2017 & 2019
>$1M savings
+ 10-15%
team productivity
OUTCOME
The assignment delivered measurable improvements in commercial performance, operational efficiency and cost effectiveness across the central sales and marketing function.
Over two project phases (2017 and 2019), the restructured team achieved stronger alignment, enhanced productivity and more efficient utilisation of technology, contributing to substantial cost savings and profitability gains.
Although the onset of the COVID-19 pandemic curtailed further implementation, the engagement established a robust framework for sustained revenue growth, efficient resource management and long-term resilience across the portfolio.
