Shangri-La launches 'STAR' Sales and Marketing Training Programme

Shangri-La Hotels and Resorts recently launched a new, proprietary sales and marketing training programme "STAR" - Shangri-La Training for Aggressive Revenues.

More than US$3 million will be spent over the next four years to STAR train 2,000 sales and marketing employees in the group's hotels and worldwide sales offices. The first tailor-made sales training programme for Shangri-La, developed by Singapore-based TSA (Training Service Asia).

STAR contains five modules including: Essential Selling Skills; Negotiating Skills; Strategic Sales Management 1 and 2; and Sales Leadership and Motivation Skills.

"The sales function is critically important to many of our hotels and the time is right to fine tune our approach to selling rooms and catering inventory with greater emphasis and consideration to the overall revenue performance of the business unit," said Martin F. Waechter, chief marketing officer, Shangri-La Hotels and Resorts.

"Greater revenues will mean bigger profits. With demand increasing back to healthy levels, we shall focus our sales efforts in a more strategic way on customers, who not only generate volume, but help us to achieve our aggressive revenue targets. The STAR programme was developed to enable our people to continue to succeed and provide them with the necessary skills and knowledge to achieve an optimum revenue performance for the group."

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