Director of Groups (Reactive Sales)

Overview

About The First Group Hospitality

The First Group Hospitality is a Dubai-headquartered, full-service hospitality management company specialising in hotel operations, asset management, and F&B strategy. With a team of industry veterans and a proven track record, the company delivers tailored solutions that enhance efficiency, optimise revenue, and maximise asset value for investors and hotel owners. As a trusted third-party hotel management provider, The First Group Hospitality partners with leading global brands to drive operational excellence and long-term profitability, thanks to expertise spanning property performance optimisation, cost management, and guest experience enhancement. Beyond management, The First Group Hospitality develops and operates a dynamic portfolio of upscale hotels, residences, and award-winning restaurants, creating high-value hospitality assets that stand out in the market. 

For more information, visit tfghospitality.com

Job Description

Job Overview

The Director of Groups is responsible for leading the Reactive Groups Sales function, overseeing the handling of all inbound group enquiries and ensuring the conversion of qualified opportunities into confirmed business. The role is accountable for maximizing group revenue through effective pricing, negotiation, relationship management, and collaboration with Revenue Management and hotel operations.

The Director ensures timely responses to enquiries, maintains high conversion rates, optimizes group profitability, and delivers an exceptional customer experience from enquiry through to event handover. Working closely with Sales, Revenue, Events, Reservations, and Operations, the Director drives commercial performance while leading and developing a high-performing reactive sales team.

Key Responsibilities

Reactive Groups Sales Leadership

• Lead the Reactive Groups Sales team responsible for managing inbound group enquiries.

• Ensure all enquiries are responded to within agreed service level agreements (SLAs).

• Drive conversion of enquiries into confirmed bookings while maximizing revenue and profitability.

• Oversee negotiations, contracts, and commercial terms for group business.

• Ensure accurate qualification of enquiries and alignment with business objectives.

Revenue Optimization

• Partner closely with Revenue Management to determine pricing strategies and optimize group business.

• Balance occupancy, ADR, and total revenue contribution when evaluating group opportunities.

• Monitor group pace, displacement, and market demand to support commercial decision-making.

• Ensure pricing and concessions align with company guidelines and profitability targets.

Customer Relationship Management

• Build strong relationships with clients, agencies, corporate travel managers, and intermediaries throughout the enquiry process.

• Manage complex negotiations and high-value accounts.

• Resolve escalated customer concerns professionally and efficiently.

• Promote repeat business through outstanding service and commercial responsiveness.

Operational Collaboration

• Ensure seamless handover of confirmed business to Events and Operations teams.

• Work closely with Reservations, Revenue, Food & Beverage, Banqueting, and Front Office to ensure operational readiness.

• Participate in regular commercial meetings to review demand, forecasting, and group activity.

Team Leadership (for later stages and after recover from War)

• Recruit, develop, and coach the Reactive Groups Sales team.

• Set performance objectives and monitor productivity and quality standards.

• Foster a culture of accountability, collaboration, customer focus, and continuous improvement.

• Conduct regular coaching sessions and performance reviews.

Performance & Reporting

• Monitor enquiry volumes, conversion rates, response times, and revenue performance.

• Produce regular sales forecasts and business performance reports.

• Identify trends, opportunities, and areas for process improvement.

• Ensure CRM and sales systems are maintained accurately.

Desired Skill & Expertise

Qualifications

• 7–10 years of experience in hotel group sales, reservations, or commercial operations.
• At least 3 years of leadership experience managing reactive sales, groups, or events teams.
• Strong understanding of hotel revenue management principles, group pricing, and demand strategies.
• Proven track record of converting group enquiries and maximizing revenue opportunities.
• Proficiency in Opera Sales & Catering, Delphi, Salesforce, or similar hotel sales systems.
• Excellent negotiation, communication, and stakeholder management skills.

Core Competencies

• Commercial Acumen, Revenue Optimization & Analytical Thinking
• Group Sales Expertise, Negotiation & Contract Management
• Customer Relationship Management & Service Excellence
• Team Leadership, Cross-Functional Collaboration & Decision-Making
• Communication & Presentation Skills, Attention to Detail