How to manage an innovative hotel sales team

Scott Brown, UK Director of Sales for Meliá Hotels International, is a hospitality leader who thrives on creating connections, empowering teams, and embracing individuality. His journey, which began in entry-level roles at Marriott Hotels, has led him to oversee the sales strategy for Meliá’s UK portfolio. With an emphasis on authenticity, collaboration, and adaptability, Brown’s leadership philosophy is a compelling blueprint for success in the ever-evolving hotel industry.

Brown’s entry into hospitality was both practical and serendipitous. While at university, he worked part-time in various departments at a Marriott hotel. This experience, combined with a pivotal conversation with his father, shaped his decision to pursue a sales career. “My dad told me, ‘Sell something you believe in,’” Brown recalls. The Marriott culture, which prioritised associates and guest satisfaction, resonated deeply with him. “Look after your associates, and your associates will look after the guests, who will keep coming back—that’s something I could sell,” he explains.

After returning from a gap year in the United States, Brown secured an entry-level sales role at Marriott. From selling gym memberships to climbing the ranks as a director of sales, he honed his craft through hands-on experience. Reflecting on those early days, Brown emphasises the importance of mastering the fundamentals. “The sales process—needs analysis, listening, and closing the deal—is the same, whether you’re selling gym memberships or managing major hotel accounts,” he says.

Brown’s career trajectory hasn’t always been linear, and he credits moments of stepping back with helping him move forward. After managing a leisure sales team, he took a lower-level sales researcher role to transition into hotel sales. Later, he left a national sales role at Marriott to gain managerial experience at the independent Lowry Hotel in Manchester. “Taking a step back allowed me to gain the skills I needed for the next stage of my career,” Brown explains.

These experiences taught him the value of adaptability and resilience—traits he now encourages in his team. “Sometimes, stepping back is the best way to go forward,” he advises.

In his current role, Brown oversees sales for Meliá Hotels International’s seven UK properties, which include major locations in London, Manchester, Liverpool, and Newcastle. His leadership philosophy revolves around enabling his team to excel. “My job is to clear the path for my team—removing barriers like systems, tools, and resources that might hinder their success,” he says.

He believes in leading by example and maintaining open communication. “I need to show my team that I’ll do what I expect them to do,” Brown notes, emphasising the importance of alignment and collaboration. His team, which includes proactive sales managers and reactive group and events specialists, is tasked with driving revenue across diverse markets.

Brown attributes much of Meliá’s success to its emphasis on individuality and creativity. “Meliá wants its hotels to have soul,” he explains. While maintaining consistent standards, the company encourages properties to reflect their local culture and community. For example, the INNSiDE brand collaborates with local artists to create in-house galleries, ensuring each hotel feels distinct.

This approach extends to partnerships with local suppliers, from minibars stocked with craft beers to unique dining collaborations. “These elements allow us to differentiate ourselves from cookie-cutter brands,” Brown says. “We don’t just compete on price; we compete on offering.”

For Brown, this individuality is crucial in resonating with guests. “When people stay at a hotel, they want to feel a connection to the city they’re in,” he says. This philosophy not only attracts guests but also provides his sales team with compelling narratives to drive bookings.

Brown acknowledges that managing sales for a diverse portfolio comes with its challenges. Integrating outsourced food and beverage operations, for instance, required balancing hotel and operator priorities. However, these partnerships have also become a unique selling point for Meliá properties, such as collaborations with Gino D’Acampo restaurants and Hispania. “It’s given us an amazing USP,” Brown says.

Among the team’s recent successes is securing high-profile sports business at their Liverpool and Newcastle hotels. “We’ve hosted teams like Real Madrid, Paris Saint-Germain, and AC Milan,” he shares. Delivering consistently excellent service to such clients has helped Meliá become a trusted name in this specialised market.

Building High-Performing Teams

For Brown, the foundation of a successful sales team lies in three principles: strategy, teamwork, and creativity. “If you want to go far, you go together,” he says, quoting an adage that encapsulates his belief in collaboration. He also values authenticity, encouraging his team to align with Meliá’s brand values and sell with conviction.

Brown summarises his expectations with three non-negotiables: dedication, honesty, and living the brand values. “Nobody succeeds without hard work,” he says. He also emphasises transparency: “Don’t lie to yourself or your team—integrity is key.” Finally, he urges his team to embrace the company’s ethos. “If you don’t believe in the brand you’re selling, you won’t succeed.”

Trends Shaping Hotel Sales

Looking ahead, Brown sees the relationship between sales and revenue management as a critical area of growth. “Salespeople need to become more strategic and revenue-minded,” he says, highlighting the increasingly integrated roles of these departments.

He also anticipates a continued focus on individuality in hotels. “Guests are seeking unique, authentic experiences, whether it’s artisan offerings or locally inspired design,” Brown observes. For Meliá, this means staying true to its commitment to creativity while adapting to changing consumer expectations.

Exciting Developments at Meliá

Brown shares several upcoming projects that showcase Meliá’s innovation and ambition. These include a refurbishment of the iconic Radio Rooftop Bar in London and a new Gino D’Acampo restaurant in Manchester. The company is also expanding globally, with significant growth in emerging markets like Vietnam, Albania, and Latin America.

In the UK, Meliá is exploring new properties in Scotland and northern England, reinforcing its commitment to expanding its footprint while maintaining its unique identity.

Advice for Aspiring Hoteliers

Reflecting on his journey, Brown offers straightforward advice: “Sell something you love and believe in. If you’re passionate about what you’re selling, you’ll always succeed.” For those entering the hospitality industry, he emphasises the importance of resilience, adaptability, and a willingness to learn. “Be open to taking steps back to move forward,” he says.

Scott Brown’s leadership is a testament to the power of creativity, authenticity, and collaboration in shaping successful hotel sales strategies. As Meliá Hotels International continues to grow, his approach ensures that each property—and the teams behind them—stands out in an increasingly competitive market.