Face-to-face: Edward Pinchard, vice president Sales EMEA, Carlson Rezidor Hotel Group
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What will be your priorities and immediate goals in your new role?
Today’s business environment shows constantly shifting market dynamics: the world is increasingly digitally driven, and consumer trends and behaviours change. To drive sales efficiency, market share growth across EMEA, and ultimately profitable revenue, we will for example develop a new training and development platform for our teams. To drive the emerging markets of Africa, the Middle East and Turkey, which are dedicated focus regions for our group, we will provide a more robust sales support to these countries and areas.
What opportunities do you see to grow EMEA business?
Meetings & Events business both national and cross-border, consolidated discretionary business from our TMC partners, brand web business, and SME business. Also the loyalty segment offers potential – our Club Carlson programme is much more than just an “earn & burn” offer: by strongly liaising with our members, recognising and rewarding them we are growing our business worldwide.
Which markets will you be targeting and why?
Our sales force covers all our markets – with a dedicated focus on the Nordics given our considerable estate and strong history in the region. Also, the emerging markets of Africa, the Middle East and CIS are important – they are Rezidor’s focus regions where we pursue our long-term strategy of asset-light, sustainable and profitable growth.
What will be your sales & marketing strategies for each of the distinct and very different markets for which you are now responsible?
In our mature markets in Western Europe and the Nordics the focus is on consolidated market share growth (especially in business travel sales and MICE). In Africa, the Middle East and CIS it is all about establishing a credible and forward-thinking sales platform.
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