New sales focus for Best Western GB

Best Western Hotels GB has appointed a new director following a strategic business review to change the sales structure from a regional to a national focus. The increase in Best Western International activity and the need to add further specialist leadership underpins this decision.

Heading up the new national account structure is Helen Parker, who has been appointed as Director of National Accounts.  She joins the team with over 15 years experience within the hotel industry.

Reporting to a new Director of Director of Distribution, Revenue, Sales & Marketing, Helen will manage a team of five newly appointed national account managers’ and will be responsible for a portfolio of national accounts throughout the UK as well as maximising corporate business sales into the group’s member hotels.

The team is currently planning the migration of accounts from the former regional structure to the new national structure to ensure that this is a successful and seamless migration.

In her last role as Area Director of Sales - Scotland, Ireland & Northern England for Thistle Hotels, Helen was responsible for sales strategy and an area sales team within fourteen hotels ranging from Manchester to Inverness.  Prior to this she worked for Paramount Hotels as Operations Manager.

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Helen commented:  “Our national sales force is one of the key reasons properties join Best Western as their role is to drive more guests into Best Western hotels.  As competition increases we need to continuously develop our sales strategy and find new ways to work more collaboratively with our individual hotels to increase their business from all market segments.”


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