Hospitality & Tourism

Hospitality Sales and Marketing An Evolutionary Journey with Howard Feiertag Howard Feiertag Ordering Info/Buy Book

Published. Available now. Pub Date: August 2019 Hardback Price: see ordering info Hard ISBN: 9781771887892 Paperback ISBN: 978-1-77463-462-2 E-Book ISBN: 9780429057205 Pages: 772 pages Binding Type: hardbound / ebook / paperback

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Reviews
“When Howard Feiertag called me in 1979 to lament what he perceived as a lack of focus on sales topics in Hotel & Motel Management, he modeled the best behavior of a hotel sales professional. He was well informed, cordial, respectful, and direct. He identified a need to be filled, and in his own gracious way, asked for the order. How could I have done anything other than give him an opportunity to pen an article for the magazine? Howard’s first column, published in 1980, was so well received that I hired him to be a regular contributor. Little did I know that he would retain his column, despite multiple management and ownership changes, 35 years later. His longevity with the magazine is a testament to the wisdom of his words. Imagine how many sales professionals have gained knowledge and received career guidance through Howard’s sage insight and advice. This compilation of Howard’s work assures its legacy and illuminates the timeless tenets of hospitality.”
—Mary Gendron, Former Editor of Hotel Motel Management (now called Hotel Management)

“Provides an eye-opening account from one of the industry’s true leaders, defining how we operated and how it has evolved over the years. In compiling his many instructive ‘Sales Clinic’ columns, which Howard Feiertag contributed to Hotel Management magazine over a period of 35 years, he has created a real-life narrative of the evolution of hotel sales. Reflecting on earlier years when Howard and I conducted sales calls for our own hotel properties, I find it truly amazing how this business and its professional practices have evolved. For instance, Howard’s first article in January 1980 noted that sales people needed a car and should know how to type. In those days, of course, we communicated with clients and prospects much differently than today—by letter, in person or with a phone call. While many of the time-tested practices for sales engagement remain the same, there’s no question the process has vastly advanced. Having a record of this development is both constructive and valuable.”
—Roger J. Dow, President and CEO, U.S. Travel Association

“I have the great fortune to get to spend every work day with this living legend in the hospitality industry. Now readers can get a taste of what that’s like through this compilation of Howard Feiertag’s sales clinic columns posted in Hotel Magazine over an incredible 35 years. The collection is a tangible representation of the history of hotel and meetings sales and the embodiment of ‘the more things change the more things stay the same.’ As Howard is fond of saying, despite vast changes in technology, the overall hospitality market, and the global marketplace, providing excellent service to people is still at the core of what we do in the hospitality and tourism business. Crack open this book and take advantage of a lifetime of wisdom and advice!”
—Nancy Gard McGehee, Professor and Department Head, Howard Feiertag Department of Hospitality and Tourism Management, Virginia Tech

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Now Available in Paperback

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Hospitality Sales and Marketing: An Evolutionary Journey with Howard Feiertag showcases a collection of the best “Sales Clinic” columns written by Howard Feiertag over the course of 35 years. The volume provides an eye-opening account from one of the industry’s true leaders, defining how hospitality sales have evolved from the beginning of his career till now. The articles, originally published in Hotel Management,, reflect the history, development, and growth of hotel sales in the industry, which has changed so dramatically in the last 35 years. The columns cover the history of sales operations, effective techniques, growth of the fields, and the importance of the sales component of hotel operations.

Grouped by general topic, these columns provide an abundance of juicy nuggets of tips, tactics, and techniques for professionals and newbies alike in the hospitality sales field. In Howard Feiertag’s light-hearted yet serious prose, readers will take the journey down the road of the development of hospitality sales from the pre-technology era (when knowing how to use a typewriter was a must) to today’s reliance on digital technology. Readers will rediscover many of the old techniques that are still applicable today.

Hospitality Sales and Marketing: Through a Period of Evolutions provides a ready reference for those doing research, teaching, and operations in the area of hotel sales and will serve as a guide for new, or even experienced, sales people on how to improve their job performance in hospitality sales.

Topics include:
• Selling hospitality packages to groups
• Techniques for increasing sales
• Planning your sales calls
• Working with travel agents
• The sales negotiation process
• Hospitality sales training
• Developing and using a hospitality sales network
• Knowing your product
• And much more

For more information: https://www.routledge.com/posts/15667

CONTENTS:
Foreword by Mary Gendron, Former Editor of Hotel Motel Management (now called Hotel Management)

Preface

Columns are organized by topic in these chapters:

1. General Managers’ Involvement with Sales
2. Managing Salespeople Requires Daily, Weekly Reviews
3. The Working of a Hotel Property Sales Operation
4. Techniques for Increasing Sale
5. Working with the Group Markets
6. The Travel Agent and Leisure Travel Market
7. Sales Planning and Sales Calls
8. Hospitality Sales Training
9. The Negotiation Process in Sales
10. Attributes of Successful Sales Persons
11. Helpful Tips for Hotel Sales Staff
12. Action Plans for Marketing and Sales
13. Working on Contracts For Groups
14. Everyone at a Property Is Involved In Sales
15. A Professional Approach to Hospitality Sales along with Networking
16. Understanding the Features of Your Product, Especially F&B
17. HR in Connection with Sales Staff Employment
Index

About the Authors / Editors:
Howard Feiertag
Howard Feiertag Department of Hospitality and Tourism Management, Virginia Polytechnic Institute and State University, Blacksburg, VA, USA

Howard Feiertag, a well-known hospitality industry veteran, is a member of the faculty at Virginia Polytechnic Institute and State University, Blacksburg, VA. The department was recently renamed the Howard Feiertag Department of Hospitality and Tourism Management in his honor. Before joining Virginia Tech, where he has been teaching for about 30 years, he gained an extensive background of almost 30 years in hospitality, including work in convention bureau management, hotel operations, food & beverage, sales & marketing, catering, hotel operations, meetings and convention management, as well as tour and travel. He has been the group and meetings editor for Travel Trade Publications as well as a regular monthly columnist for Corporate & Incentive Travelmagazine. He has also been a regular monthly contributing columnist for Hotel Management magazine for over 35 years, 1980 to 2015. He is also the co-author of the book Lessons from The Field: A Common Sense Approach to Effective Hotel Sales. Howard Feiertag is a Certified Meeting Professional (CMP), a Certified Hospitality Marketing Executive (CHME), and a Certified Hotel Administrator (CHA). He has received numerous awards during his career. A member since 1962, he was appointed to the Hospitality Sales and Marketing Association International’s (HSMAI) Hall of Fame and has been awarded a lifetime membership. A charter member of Meeting Professionals International (MPI) since 1972, he has received the President’s Award as well as the organization’s lifetime membership. He received the Students’ Choice Award at Virginia Tech from the Student Alumni Associates in 1997. In 1998 he was voted Educator of the Year by the Professional Convention Management Association. In 1999 Feiertag was inducted into the Event Industry Council’s Hall of Leaders as a lifetime achievement award in recognition for his leadership and contributions as a role model for the meetings and convention industry. In 2001 he was appointed a Fellow of the American Hotel & Motel Association’s Educational Institute. Mr. Feiertag is also the recipient of the 2001 Arthur Landstreet Award from the American Hotel & Lodging Association for significantly advancing the quality of hospitality education and training. In 2004 he received the Virginia Tech Award for Excellence in Outreach. He received HSMAI’s Lifetime Achievement Award in 2013, the Virginia Society of Association Executives Executive Career Service Award in 2013, and the Virginia Tech, Pamplin College, HTM Department Lifetime Achievement Award in 2017. Mr. Feiertag started his career in convention bureau management, then moved to the hotel business, working in sales and catering departments, and has worked his way through to executive positions. Prior to joining Virginia Tech in 1989, he was Senior Vice President of Operations with Servico, Inc., a Florida-based hotel owner, developer, and manager of 60 hotels. Prior to that he was Senior Vice President of Operations at American Motor Inns, Inc., a Virginia-based owner, developer, and operators of 50 hotels and restaurants.

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