“…Given the increasing use (and cost) of third-party resellers and intermediaries, the expanding influence of technology, and the growth of regional shared-services, on-site sales and marketing departments are under scrutiny. 
 Like they have in the past, hotel operators will need to adapt to these external and internal influences in order to define the proper role for unit-level sales and marketing personnel…”
The introduction of technology has influenced the duties of on-site hotel sales personnel over the years. The Internet, sophisticated revenue management programs, and social media provide marketing professionals with an array of new tools. Investment in technology is often justified by increases in productivity and reductions in labor costs.
However, at U.S. hotels, investment in technology within the sales and marketing department has led to shifts in marketing strategies, with only slight increases in salaries, wages, and benefits.
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