Spencer Allen
Starwood Hotels & Resorts · Global Sales Strategy & Operations · 2009–2012

Sales Optimization

Global Sales Strategy Manager  ·  Spencer Allen
Starwood Hotels and Resorts
Total Incremental Revenue*
$38M+
5 Functions
5
Across sales, marketing, and pricing†
Engagements
3-Month
Training Programs
2
From McKinsey consulting and Starwood's Six Sigma program

Problem & Solution

The Problem

Owned and managed hotels in the same markets were competing against each other for the same business, driving up cost and wasting seller time.

The Solution

Referencing pre-existing clusters, or franchise owner dual hotels, we created centralized teams to represent the region, reducing account volume but increasing strategic pricing. In some markets this included Revenue Management, Catering, and Marketing as well.

Before & After

Before and after: Starwood Sales Optimization Before: every client connected to every hotel creating 25 redundant connections. After: one aligned sales manager routes a single client to all five hotels. Before 5 clients · 5 hotels · 25 connections After 1 manager · 5 hotels · 1 client Clients (RFP senders) Hotels (all bidding on same RFP) Internal competition drives up cost, erodes margin, wastes seller time Client Sales manager By industry / deal size Hotels (coordinated response) Right hotel responds to right RFP. Better win rates. No internal conflict. Client / RFP sender Hotel property Sales manager

Results by Market

International markets
Domestic markets
Germany
€5M
New goals set via National Sales Organization
India
$13M
New accounts identified via National Prospecting Org
Malaysia
+5%
Goals increase via National Sales, Marketing & PR team
New York City
$8.5M
Estimated revenue increase
Boston
$4M
Increase in seller goals
San Diego
$5M
6% increase in goals
Toronto
44K
Additional room nights · 8% goals increase
Washington D.C.
$2.3M
Estimated total revenue increase

Geographic Footprint

*Total incremental revenue reflects goals set across markets, not confirmed or actual revenue booked. †The 5 functions realigned were transient sales, group sales, catering sales, revenue management, and regional marketing. All figures represent incremental goals or revenue attributed to Sales Optimization restructuring. International figures reflect national organization buildouts; domestic figures reflect metropolitan sales realignment. Spencer Allen, Global Sales Strategy Manager, Starwood Hotels & Resorts 2009–2012. July 2026