Associate Director of Sales

About the role

The Associate Director of Sales will lead revenue growth for Aahaasa’s three boutique retreat properties. Based in Colombo with hybrid work flexibility, the role combines strategic sales planning, key‑account management and close collaboration with marketing, operations and revenue teams.

Key responsibilities

• Develop and execute a DMC/TA/TO sales strategy for all three properties, protecting rate integrity and maximizing volume.
• Identify, prospect and secure new destination‑management, travel‑agency and tour‑operator accounts locally and internationally.
• Negotiate net rates, allocations and contract terms in line with the revenue strategy.
• Conduct sales calls, site inspections, familiarisation trips and trade presentations for existing and prospective partners.
• Represent Aahaasa at trade fairs and roadshows (e.g., ITB, WTM, TAAI) to generate inbound business.
• Monitor performance of each account, produce weekly/monthly reports and take corrective action on under‑performing accounts.
• Collaborate with reservations and revenue teams to ensure smooth booking, allocation and rate‑loading processes.
• Coach, manage and develop the sales managers and executives handling the DMC/TA/TO segment.

Required profile

• Degree in Sales, Marketing, Tourism or Hospitality Management.
• Minimum 5 years of hotel sales experience in the 5‑star segment, with a proven record in DMC/TA/TO sales.
• Established network within the inbound tour‑operator and travel‑trade community in Sri Lanka and key source markets.
• Strong negotiation, communication and presentation skills, able to influence at GM and ownership level.
• Willingness to travel regularly between the three properties and to source markets.

Required skills

• Microsoft Office
• PMS/CRS systems
• Rate‑shopping platforms
• E‑commerce and B2B distribution tools