Director of Sales at Sofitel in AlUla, Medina, Saudi Arabia

Company Description

Our Habitas AlUla is a luxury eco-resort located in the heart of AlUla, Saudi Arabia, surrounded by stunning sandstone canyons and breathtaking desert landscapes. The resort offers a unique blend of sustainable hospitality, wellness, culture, and adventure, providing guests with immersive experiences that connect them with nature, local heritage, and meaningful human connections.

As part of the global Our Habitas brand, the property is dedicated to creating exceptional guest experiences through personalized service, community engagement, and a strong commitment to environmental sustainability. The resort features luxury villas, wellness programs, cultural activities, and world-class dining, making it one of the most distinctive hospitality destinations in the region.

Job Description

Department: Sales

Reporting to: General Manager

Job Summary

The Director of Sales is responsible for developing and executing the annual and quarterly sales strategy for Our Habitas AlUla. The role drives revenue growth through proactive sales efforts across all market segments, including Corporate, Leisure, MICE, Entertainment, Wholesale, Travel Trade, Luxury Travel Advisors, Government, and Group business.

The Director of Sales leads the Sales Department, develops strategic client relationships, identifies new business opportunities, and ensures the achievement of revenue goals while maintaining the luxury positioning and values of Our Habitas.

Major Responsibilities

Sales Strategy

• Develop and execute the annual and quarterly Sales Business Plan.
• Identify new business opportunities and target markets to maximize revenue.
• Develop strategies to increase market share and achieve annual sales objectives.
• Analyze market trends, competitor activities, and customer needs.

Sales Leadership

• Recruit, develop, coach, and manage the Sales team.
• Set individual sales targets and monitor performance.
• Conduct regular coaching sessions and monthly one-on-one meetings.
• Create a high-performance sales culture focused on accountability and results.

Business Development

• Generate new business through proactive sales activities.

• Maintain strong relationships with:

  • Corporate accounts
  • Government entities
  • Royal Commission for AlUla (RCU)
  • Destination Management Companies (DMCs)
  • Travel Agencies
  • Tour Operators
  • Luxury Travel Advisors
  • Entertainment and Event organizers

• Conduct regular sales calls, client visits, and networking activities.

• Represent Our Habitas AlUla at trade shows, exhibitions, and sales missions.

Account Management

• Develop strategic account plans for key clients.
• Negotiate corporate agreements and preferred partnerships.
• Maintain long-term relationships to increase repeat business.
• Ensure excellent service before, during, and after each booking.

Sales Performance

• Manage and monitor the sales pipeline.
• Review account production and conversion performance.
• Track sales activities, opportunities, and revenue forecasts.
• Ensure CRM is maintained accurately and consistently.

Cross-Department Collaboration

• Work closely with:

  • Revenue Management
  • Reservations
  • Front Office
  • Food & Beverage
  • Events
  • Finance

• Ensure smooth communication between Sales and Operations for all confirmed business.

Brand Representation

• Represent the Our Habitas brand professionally at all times.
• Maintain strong relationships with industry partners and key stakeholders.
• Promote the Habitas culture, experiences, and brand values.

Expectations

The Director of Sales is expected to:

• Develop and implement an annual Sales Business Plan.
• Achieve annual and quarterly revenue goals.
• Increase corporate, leisure, group, and entertainment business.
• Grow the active account portfolio.
• Generate new business opportunities and maintain existing client relationships.
• Conduct regular sales calls, site inspections, and client meetings.
• Maintain accurate sales forecasts and CRM records.
• Hold monthly departmental meetings.
• Conduct monthly one-on-one performance reviews with direct reports.
• Develop an annual sales training and development plan.
• Ensure compliance with company policies and brand standards.

Key Performance Indicators (KPIs)

• Total Rooms Revenue
• Corporate Revenue
• Group Revenue
• Leisure Revenue
• MICE Revenue
• Entertainment Revenue
• New Business Acquisition
• Account Retention
• Sales Conversion Rate
• Sales Pipeline Value
• Client Meetings & Sales Calls
• Site Inspections Conducted
• Revenue Forecast Accuracy
• CRM Compliance
• Customer Satisfaction
• Employee Performance & Development

Supervisory Responsibilities

The Director of Sales is responsible for the leadership, development, and performance management of the Sales Department, including:

• Sales Managers
• Sales Executives
• Sales Coordinators

This role oversees recruitment, coaching, performance evaluations, succession planning, and employee engagement while ensuring all team members consistently achieve sales targets and uphold the luxury service standards of Our Habitas AlUla.

Qualifications

• A passionate sales leader who thrives on building relationships, negotiating, and closing business in the luxury hospitality market.
• A commercially driven professional with an established network across Corporate, Luxury Travel, MICE, Entertainment, Government, Destination Management Companies (DMCs), and Travel Trade.
• A proactive salesperson who enjoys being in the market, meeting clients, conducting site inspections, and generating new business opportunities.
• A results-oriented leader who takes ownership of revenue performance, sales strategy, and achieving commercial objectives.
• Strong business acumen with the ability to analyze market trends, identify opportunities, and maximize profitability.
• An inspiring leader who develops high-performing sales teams through coaching, accountability, and continuous development.
• A relationship builder who can represent the Our Habitas brand and create long-term partnerships with key clients and stakeholders.

Requirements

• Minimum 5 years' experience in a senior Sales leadership role within the luxury hospitality industry.
• Proven track record of exceeding revenue targets and driving business growth across multiple market segments.
• Strong experience in Corporate, Leisure, MICE, Entertainment, Group, Government, and Luxury Travel sales.
• Demonstrated ability to develop strategic account plans and negotiate high-value commercial agreements.
• Experience working with luxury travel advisors, DMCs, wholesalers, and international travel partners.
• Good understanding of revenue management principles, sales forecasting, and commercial performance.
• Experience using CRM systems and managing a structured sales pipeline.
• Excellent communication, negotiation, networking, and presentation skills.
• Fluency in English is required; Arabic is highly desirable, with additional languages considered an advantage.
• Strong understanding of the Saudi Arabian luxury hospitality market, with knowledge of AlUla and its tourism ecosystem considered a significant advantage.
• Willingness to travel for sales missions, trade shows, networking events, and client meetings.