Barbara Susan's 15-year journey in hotel sales:
from Zien Group to Leonardo Hotels
Barbara Susan, sales director at Zien Group, has 15 years of experience in hotel sales. Recently, Zien Group was acquired by the Fattal Group, which also includes Leonardo Hotels Benelux. Although the integration is still in its early stages, this will soon lead to the addition of 28 hotels in the Benelux. Barbara's career in the hotel and hospitality industry started with an internship at a young age. Since then, she has risen to become a key figure in strengthening the commercial department of Zien Group, which had fallen behind after COVID.
In this interview, we explore Barbara's career, the challenges and successes she's experienced, and her vision for the future. We discuss her passion for sales, her leadership style, and the valuable insights she has gained throughout her career.
Barbara’s first steps in the hotel and hospitality industry
What attracted me to the hotel and hospitality industry was its international aspect. As a child, I often visited hotels with my parents, which left a lasting impression. My first real introduction to the sector was during a two-day internship at the Novotel Amsterdam City Center in high school. I got a glimpse into various departments, which sparked my interest. Since then, my fascination with the hotel world and its international character has never faded.
I actually stumbled upon hotel sales by accident. In hotel school, the focus was on the operational side, with little attention to commercial aspects. However, during my internship in Paris, I discovered the commercial side behind things like business guests and meetings and conference arrangements, which piqued my interest. Although it wasn’t initially my ambition, I found that the commercial side appealed to me more and more, and since then, my interest in sales has only grown.
Throughout my career, I’ve held various positions at Hilton and InterContinental Hotels Group (IHG), both of which have had a major impact on my career. At IHG, I discovered my passion for international sales in the MICE segment, while at Hilton, I gained my first experience as a manager. Both roles have contributed uniquely to my professional growth.
The power of communication and goal-oriented work in sales
My leadership style is practical, result-oriented, and based on open communication, aiming for mutual understanding between the team and the client. I set clear goals and work closely with the team to achieve them. This approach was partly developed thanks to mentors like Viona Terleth, my first Sales Director at Eden Hotels from 2007 to 2011. Her influence on my leadership style is significant, especially regarding the importance of effective communication. In sales, you often have two perspectives: the client’s and the hotel’s. Therefore, it’s crucial to understand both the client’s needs and the hotel’s capabilities, setting clear expectations.
One of the most important lessons I learned from Viona, which I still apply, is: "Keep it simple." In half an hour, she explained on a single sheet of paper how to conduct a good sales conversation: start with a personal introduction, ask lots of questions, summarize, and make concrete agreements for follow-up. This simple but effective model is something I still use and pass on when training new people.
Barbara Susan - Recovery and growth of sales at Zien Group after COVID
My current role at Zien Group, formerly Eden Hotels, is very different from my previous positions. I returned to Eden Hotels because I had the opportunity to rebuild and strengthen the sales department, which had declined after COVID. The growth opportunities and the freedom to bring my own ideas motivated me.
Since joining Zien Group, I’ve made changes that have driven our success. A key step was restoring the focus on sales and commerce. We’ve made sales central again, targeting the right customers and markets, yielding both short- and long-term results. I’ve also worked on developing the sales team through on-the-job training and collaboration with external partners, strengthening the team and the organization’s commercial power.
The changing role of sales in the hotel industry
The evolution of sales in the hotel industry is evident. Where personal contact used to be central, much is now done online. People today obtain information easily through various channels, and they no longer always need to directly contact a sales representative. Additionally, good CRM and BI tools make the job more efficient. In the past, you had to knock on doors; now it’s different.
I still believe in the power of personal contact for success. "People buy from people" remains a core value for me. While technology makes finding leads easier, the personal approach remains essential.
Trends in the hotel industry, particularly in sales, show that everything is happening more last-minute, making planning and predicting customer behavior more difficult. Business deals are also becoming more fleeting, especially in the corporate world, where companies are moving more often and have temporary offices. This makes it harder to build long-term relationships. In major cities, companies are making short-term decisions and booking last-minute, while regional hotels still have long-term clients.
Challenges and successes at Hilton and Zien Group
The most challenging project during my time at Hilton was the COVID period. Although not a traditional project with a clear beginning and end, we first tried to retain bookings by rescheduling them, but cancellations soon followed. Many relationships disappeared, forcing us to rebuild our network. We couldn’t fully control “this project,” making it even more complex. After COVID, business, travel, and planning changed drastically, requiring adjustments.
A project I’m proud of at Zien Group is the transformation of our commercial systems and how we brought commercial thinking back into the company. We didn’t just focus on sales but also on better revenue management and marketing, a big step for this former family business.
Eden Hotel Amsterdam - Zien Group’s and Leonardo Hotels’ long-term goals
Zien Group’s long-term goals are closely tied to our recent acquisition by the Fattal Group, which also includes Leonardo Hotels Benelux. Although we currently operate as separate companies, the plan is to eventually fully integrate into Leonardo Hotels. We’re still at the beginning of this process and are primarily focused on how to best collaborate and strengthen each other.
We aim to create synergies between the sales teams so that we can grow together. It will be a gradual process, but the focus is on combining forces to be stronger in the long run.
Authenticity, patience, and passion
My advice to young professionals considering a sales career in the hotel industry: stay true to yourself and only do it if you genuinely enjoy it. Authenticity is crucial in sales; people can quickly tell if you’re not sincere. It’s also important to look ahead. Building a network takes time and patience, but if you persist, it becomes easier and more enjoyable in the end. In short, be yourself, be patient, and give yourself the space to grow. Those are the keys to success in sales.
What keeps me motivated, especially during busy periods, is staying true to myself and remembering why I enjoy my work. Not every day is perfect, but I follow the 80-20 rule: the majority of your tasks should stem from passion. What I truly enjoy is bringing in new business, spotting opportunities, and building relationships that generate revenue. Even though I now have a team, I still regularly pick up the phone to reach out to old contacts. Sales remains my passion, and that keeps me motivated, even during tough times.
From lost client to successful event
A story that shaped my view on customer satisfaction is about a press trip for a major international car brand in Amsterdam. This client had previously gone to another hotel but returned to me two years later because they weren’t entirely satisfied there. Together with the operations team and external partners, we ensured a successful event. One moment that stands out to me is when, late at night and last minute, we met the guests at the bus with snacks and drinks, as the bus couldn’t park in front of the hotel. This was almost a deal breaker for the client, but with extra operational help, we managed to make everything run smoothly.
Colleagues looked at me as if I had promised the impossible, but in the end, it worked, and the event was a success. Later, people would often say, “Barbara will handle it, even hostesses in the cold with drinks!” This experience taught me how important it is to go above and beyond for customer satisfaction and how crucial collaboration is with the on-site staff. It remains an event that strengthened my view on customer satisfaction.
Interested in a career at Zien Group or Leonardo Hotels? Discover the career opportunities.