Boutique Hoteliers Academy
For boutique hotel sales teams that are missing targets, losing good leads, or spending most of the day in reactive mode, this online sales training builds a team of proactive, revenue and profit-focused sellers who know how to find, win, and grow the right business. Boutique Hoteliers Academy is built for GMs who want increased revenue, higher ADR, and budget results above target from their sales teams.
This is an immersive online sales training program created specifically for boutique hotels. Every module comes from 17 years in frontline sales and marketing for luxury and boutique properties, so the examples, language, and scenarios match what your team sees every day and can go into use right away.
Each lesson is also designed for how people actually learn and focus in 2026. Modern, engaging, tightly structured modules that blend current media formats, real hotel scenarios, and interactive exercises keep your sales team paying attention and involved. They move between video, on-screen examples, simple worksheets, and practical assignments they can try on their next sales call.
Whether you’re pre-opening or your boutique hotel needs a reset, this online sales training gives your team a stronger structure, more confidence, and proven skills to grow revenue.
Boutique Hotel Sales Courses
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Introductory Boutique Hotel Sales Training for New Hotel Sellers and Sales Coordinators
Boutique Hotel Sales 101 gives new boutique hotel sellers and sales coordinators a clear introduction to how boutique hotels generate revenue and profit through sales. It teaches the fundamentals that beginners don’t understand on day one, including ADR, RevPAR, occupancy, compression, rate strategy, RFPs, comp sets, key market segments, and more.
GMs and Directors of Sales use this course to develop new staff who arrive with no hotel background or no exposure to boutique hotel sales. The material removes confusion and gives beginners a structured understanding of how sales departments operate, how leads move through a funnel, how proposals work, and how each role supports revenue. This training explains industry language in plain terms so new hires can work in hotel sales with confidence. It also introduces internal and client-centred professional communication standards for email, phone etiquette, and follow up.
Hotels choose this program when they want new staff to understand how their actions influence revenue, ADR, conversion, and profit. It creates a consistent entry level knowledge base across the team and prepares beginners to sell to clients and support the sales department with confidence. Trusted by boutique hotels in Canada, the United States, and Europe that want stronger financial outcomes from new hotel sales hires.
LAUNCHING MAY 2026 - subscribe HERE to the blog, to be notified when it launches. Plus receive a subscribers-only launch discount. -
Foundational Training for Sellers to Increase Revenue and Profit
This online boutique hotel sales course teaches a structured and proven hotel sales process - discovery, qualifying, objection handling, persuasive proposal writing, the “easy yes”, and follow up, with examples drawn directly from boutique hotel sales environments - among other concepts covered for successful consultative sales. It helps teams build confidence in conversations that drive increased revenue and ADR.
GMs and Directors of Sales choose this program when they want sellers to think strategically and exceed monthly sales targets. This training shifts teams away from transactional habits and toward a consultative trusted advisor mindset that aligns with the expectations of hotel clients in 2026. Sellers learn how to communicate value and unique selling points, tailor solutions to client needs uncovered in discovery, and create stronger conversion outcomes.
This course is ideal for hotels that need more consistent selling behaviour on the front line to increase sales revenue and profit.
It’s for boutique hotels lacking formal sales training and seeking structure to compete against global brand competitors with massive sales training engines. Recognized for raising the performance of mid-level sellers and putting more money into the hotel owners pockets within 3 months.LAUNCHING MAY 2026 - subscribe HERE to the blog, to be notified when it launches. Plus receive a subscribers-only launch discount.
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High Level Training for Experienced Sellers and Graduates of Consultative Selling for Hotels
Advanced Boutique Hotel Sales and Prospecting is designed for senior sellers who influence revenue decisions. This training covers building client relationships, becoming a trusted advisor for repeat business, advanced negotiation, complex objection handling, data-driven prospecting, multi-stakeholder selling, long-term client retention, and more. This course reflects the realities of boutique hotel sales teams that operate without brand support or large databases.
GMs and Directors of Sales invest in this course when they want senior hotel sellers to drive more profitable business with confidence.
Sellers learn how to identify high value opportunities more effectively, position rate correctly, and strengthen relationships that support sustained revenue growth and repeat business. This training also gives sellers a more strategic view of their role, which drives increased profitable revenue for the hotel.The prospecting portion of the course teaches sellers across all key hotel sales segments using methods that work in 2026 for hotels without corporate backing, paid databases, or large marketing engines. Sellers learn how to find qualified business through practical and proven, real-world tactics that build a strong and reliable revenue pipeline from the ground up.
It’s trusted by boutique hotel sales teams that need experienced sellers to perform at a higher level in competitive urban and resort markets.
LAUNCHING MAY 2026 - subscribe HERE to the blog, to be notified when it launches. Plus receive a subscribers-only launch discount. -
Leadership and Executive Skills Training for First-Time Directors of Sales
The New Boutique Hotel Director of Sales Onboarding Course supports leaders stepping into the role for the first time, or leaders in need of up-levelling their executive business and leadership skills.
It provides a clear framework for annual business planning, budgeting, forecasting, team leadership, sales and marketing alignment, executive communication, presenting to ownership effectively, and revenue strategy. The training teaches new Directors of Sales how to manage both the tactical and strategic responsibilities of the position.GMs use this course to develop promising internal talent or to support new hires during their transition into leadership. The program gives Directors of Sales a strong operational structure, improves consistency across sales outputs, and strengthens communication with ownership groups. It prepares leaders for real scenarios found in boutique hotels that operate without corporate playbooks.
This course is for hotels that want a DOS who takes full responsibility for commercial performance and will be a strong leader. It’s designed for boutique hotels that need consistent forecasting, reliable sales performance that exceeds revenue and ADR budget and increases market share, and a leadership structure that supports sustained rooms and events revenue growth.
LAUNCHING MAY 2026 - subscribe HERE to the blog, to be notified when it launches. Plus receive a subscribers-only launch discount.
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A curated toolkit of customizable sales and leadership templates built specifically for boutique hotels is available to course takers who want a ready-to-use structure alongside their training.
The library covers communication tools, prospecting systems, proposal frameworks, and leadership resources designed to strengthen conversion and protect ADR.
The toolkit can be purchased individually alongside any single course. It is also included at no additional cost with the three-course bundle, or when the Boutique Hotel DOS Onboarding program and AI tool are purchased together.
The below and more will be available, as each course launches.Some of what's inside:
Outreach and follow-up email templates for all segments
Discovery scripts, call scenarios, and qualification checklists
Full proposal examples and proposal frameworks
Objection handling guides and negotiation worksheets
Prospecting strategy tools and trackers
Comp-set positioning framework
Rate positioning tools, displacement guides, and revenue decision aids
Value-add idea bank and upsell strategies by segment
Post-event follow-up script templates
Seller KPI trackers
Sales meeting agendas, one-on-one coaching templates, and performance review forms
Annual business plan and budget template
Owner presentation deck template and GM communication templates
DOSM 90-day onboarding plan and team onboarding paths
Client experience micro-moment checklist and site visit checklist
Standard operating guides for proposals, communication, response times, and handoffs
TESTIMONIALS
“One of Kelly’s most valuable contributions was the hands-on sales training she delivered to the team. She built a fully customized two-day program, “Consultative Selling Foundations for Hotels and
Advanced Hotel Sales & Prospecting”, designed specifically for The Drake. It was a standout training session that set a new standard for what impactful sales development can look like in a boutique hotel setting. Each module was carefully tailored to our unique environment, with clear, actionable lessons on how to sell with empathy and true commercial strategy.
The training reinforced that effective selling is rooted in consultative techniques, storytelling, and confidence, empowering the team to hold rate rather than rely on discounting.
Her immersive use of role plays, and multimedia examples made the content come alive for the team and allowed them to practice skills in a way that immediately built that confidence for them.
Further, the training was both tactical and transformational. From the basics of prospecting and qualifying, to deeper techniques like getting to the root of a client’s needs, providing tailored solutions, overcoming objections, and closing effectively, Kelly delivered it all in a way that was empowering, energizing, and easy to retain. The feedback from the team was overwhelmingly positive, and it is clear that the lessons she shared will continue to drive performance well beyond her time with us.”
- Aileen Heatherington, General Manager, The Drake Hotel Toronto
“One of the most valuable aspects of Kelly’s time with us was the consistent, hands-on mentorship she provided. She took time every day to coach me through real-world opportunities, using active client leads, proposals, and business challenges as a foundation for learning. Through that work, I developed a more refined understanding of consultative selling, pricing strategy, pace reporting, and how to structure client conversations in a way that leads to stronger outcomes.
She helped me sharpen my ability to close business without relying on rate reductions and taught me how to lead with confidence, clarity, and a more strategic commercial mindset.
Kelly also helped me level up my leadership capabilities. She showed me how to guide internal sales conversations, manage client objections with calm and empathy, and shift my thinking from task execution to high-impact prioritization. Her approach to leadership was never about theory. It was always practical, grounded, and tailored to our hotel’s unique positioning and goals. I came away from our time together with a stronger grasp of data-informed decision making, strategic planning, and relationship management that will continue to serve me well in this role and beyond.
Working alongside Kelly was an energizing and career-shaping experience. She made herself available whenever I needed support, challenged me to think bigger, and provided thoughtful feedback every step of the way. Her mentorship helped shape me into a more confident Director of Sales and gave our team the structure, strategy, and inspiration we needed to perform at a higher level. The impact of her time with us will be felt long after her contract ends, in our culture, our confidence, and our financial and commercial success.
I would strongly recommend Kelly’s mentorship to any hotel sales professional or team serious about accelerating their growth, strengthening their strategy, and driving meaningful commercial results.”
- Alana Zucker, Director of Sales, The Drake Hotel Toronto
“Kelly was my leader as the Director of Sales & Marketing while at 1 Hotel Toronto. She has been a tremendous mentor throughout my career at 1 Hotel and beyond. Her patience, guidance and support gave me the confidence to perform my role, and her trust allowed me to go above and beyond and grow. Kelly's open door policy as a leader allowed me to consistently learn and absorb the knowledge she has in her field. She encouraged questions, and asked thought provoking questions rather than giving answers.
Through adaptability and resourcefulness, Kelly was able to lead a successful team that consistently exceeded their targets, by strategic coaching that suited everyone's different learning style. Kelly's professionalism, calm and welcoming demeanor, and true care for her team members makes her an excellent leader.”
- Stephanie Luckman, Sales Manager, 1 Hotels