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HSMAI will recognize Dayna Zeitlin, Director of Sales and Marketing at Sofitel New York, as the Sales Professional of the Year at the HSMAI Sales Leader Forum on November 13th in Washington, DC.
An award-winning hospitality veteran for over two decades, Zeitlin is a results focused leader with effective sales and negotiation skills. She is known for cultivating her teams into high performers, ensuring continuous development and guiding them to reach new heights.
A devoted sales and marketing leader, Dayna dedicates her time to HSMAI NY Chapter as Director of Collegiate Relations, where she has mentored many college students, produces an annual Intercollegiate Global Virtual Conference, and volunteers for collegiate leadership programs and talks. She is also actively involved with the French American Chamber of Commerce’s Women in Business Mentorship Program.
Zeitlin shared her insights with HSMAI staff.
How did you get involved with HSMAI? What impact has your association with HSMAI had on your professional development?
For many years while living in San Francisco, I wanted to be more involved and earn my way to a Board Member role, however I was traveling every week for many years and wasn’t ‘rooted’ enough to give the desired level of commitment and meet expectations. When I learned I was relocating back to NYC, I immediately went on the HSMAI NY chapter website and noticed Director, Collegiate Relations Board Member role was available and the exact role I was most interested. It was kismet.
Over the years, HSMAI has had tremendous impact on my professional development in a variety of areas, including the invaluable quality of content and speakers from our chapter meetings and association conferences. Active participation in the association has presented me with more tools to fine-tune my competitive game with sales and marketing insights, coupled with learning in-depth industry data that we consistently receive.
As a sales & marketing leader in a new market, networking was key and critical for me in establishing relationships with peers, while also understanding the NYC market talent and playing field. Building a strong team allowed me to lead and strategize vs handling tactical activity.
Can you share a bit about your journey and experiences that have shaped your expertise in this area, and how they inform the perspectives and insights you’ll be sharing during your session?
Like many others, my career took several winding roads, which opened up my mind about the many facets and opportunities in our industry. Learning to sell all segments, understand the nuances and uniqueness of luxury vs midscale, brand vs independent and work in a variety of markets, allowed me to expand my knowledge, fine-tune my skill set and strengthen my ability to pivot quickly when needed. These twists and turns also helped me identify my career passion.
Who has played a pivotal role in your journey to receiving this award, and are there any individuals you would like to acknowledge?
Throughout my career, I’ve had several inspiring bosses, mentors and coaches who helped guide me with sharpening my sales and negotiation skills, problem solving and the ability to recalibrate as my career unfolded. I’m incredibly grateful for their encouragement and advice along the way. This varied support network has helped me achieve career objectives and goals.
What core philosophy has driven your career to date and how has this philosophy developed over time?
One of the first messages I heard early in my career was to understand what you are up against and find a way to stand out from the competition. This statement has been a key element to my success, driving me to ask meaningful questions, think creatively, prepare solutions and go that extra mile to win.
Over time, I modified the message to, “What are you doing to make it easy for the client to do business with you”? A question I ask of my team over and over again.
Another core philosophy that I learned from an early career mentor is to hire people not resumes. When hiring hotel sales people, it is important to look for key innate attributes that are otherwise hard to teach rather than expect a person to change. This philosophy has been a guiding light, helping me to develop A-player teams.
Could you share a piece of career advice or habits you think are important for rising leaders?
I am asked this question a lot from students about to embark on their hospitality careers. Establish a professional network and identify mentors early on. Do not be afraid to ask questions and take risks. Be open-minded, say yes to projects and assignments and get involved as often as you can. Follow up after career conversations and continuously network.
Always remember that feedback is a gift, so receive with an open heart and action change for continuous development. Being a leader is fun, challenging, and rewarding!
Could you share any details about upcoming projects or initiatives you’re looking forward to?
Our hotel is embarking on an extensive refurbishment, which brings immense challenge and opportunity. I’m so excited to navigate this journey with our team as this experience provides a unique opportunity for sellers to level up their negotiation and sales skills, in addition to managing the ebbs and flows of the impact of a renovation.
I’m also thrilled that we are now planning our 5th Annual HSMAI Intercollegiate Global Virtual Conference! Year after year, I’m amazed at the level of talent we have on the student committee. It’s a 4+ month journey of planning, so it’s a big commitment for the students. The quality of work and level of dedication from the students who help me plan and prepare is extraordinary. Each year, I look forward to collaborating with a new student committee and watching their development throughout the process.
How do you see the role of technology evolving in the hospitality industry, and what steps are you taking to stay ahead of these changes?
Technology continues to affect our industry in a variety of ways; most notably, continuous efficiencies and the shifting of buying habits and additions of buying methodologies for both businesses and consumer. Additionally, the use of AI has become an asset in many areas of our marketing efforts.
At the hotel and in our company, we consistently train and adapt to stay aligned or ahead of the curve where necessary.
What does receiving the HSMAI Award for Hotel Sales Professional of the Year mean to you?
Receiving the HSMAI Award means so much to me. Over the years, many industry leaders and trainers have inspired me, and I have garnered countless lessons and nuggets along the way. It is an honor to have the fruits of one’s labor receive recognition in such a meaningful way.