St. Regis Monarch Beach in Dana Point, CA.
Starwood Hotels & Resorts is hitting the road—hard. In what the hotel operator is calling its "most aggressive sales blitz in history," Starwood associates will call on 20,000 key accounts and new customers throughout the United States and Canada beginning Tuesday. Its target is to generate $135 million in new potential revenue.
The strategy is an "all-hands-on-deck approach." Starwood's sales and catering teams will be joined by corporate executives and hotel teams including general managers, chefs, executive housekeepers, concierges and others to call on all segments of business from retail travel agents to corporate travel planners.
"If ever there was a time to illustrate the power of face-to-face meetings and the importance of hitting the road to see clients, build relationships and close sales, this is it," said Scott Hermes, senior vice president of field sales and marketing for Starwood Hotels & Resorts. "In addition to ultimately driving revenue to our hotels, we think it is just as important to send our teams out en masse, galvanize our associates and show what an important tool business travel and meetings are, and the role they play in stimulating the economy."