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Today’s show featured an interview with Kate Walsh, Senior Director, Hilton, UK and Ireland.
Find Kate on LinkedIn.
KATE’S TIP: “My number one passion is building people up and fostering collaboration. I really believe in the power of a team and the incredible results that come from working together.”
THE PODCAST BEGINS HERE
Fred Diamond: We have Kate Walsh on the show today. Kate, I’m excited to talk to you. You’re one of the first guests, we’ve had a couple, but one of the first guests that we’ve had that are based in Ireland. I’m excited to talk to you and get your perspective. Why don’t you introduce yourself, tell us what you do for Hilton? I’m excited to hear this.
Kate Walsh: I’m the Senior Director of Sales for Hilton Worldwide Sales for UK and Ireland. My hospitality journey has spanned about 27 years and 5 continents, but for the past 6 years, I’ve had the pleasure of working for Hilton, where I currently lead a large and talented sales team across the UK and Ireland. We cover a diverse range of segments and industries and our mission, as with the rest of Hilton Worldwide Sales, is to be the best partner in the sales industry.
Fred Diamond: I’m just curious, approximately how many hotels do you represent?
Kate Walsh: We are currently up to 8,500 hotels, Fred. An incredible number.
Fred Diamond: Wow. You have so many amazing brands. I always stay at Hilton. Kevin Napolitano, one of our good friends knows I’m a big Hampton Inn fan. Whenever I travel, she says that’s a whole separate culture, all the people who represent that hotel. It’s great to have you here.
What are some of the big trends that you need to deal with right now as a sales leader representing such a global brand such as Hilton?
Kate Walsh: I think one of the biggest trends that we’re probably digging into at the moment is Gen Z. They’re about to represent, as the next few years go on, a significant percentage of the workforce. Of course, that means a significant percentage of our travelers as well. I think this generation, of course, they’re digital natives, so more so than others, they value personalization, connectivity, unique experiences. I think that we’ve done a lot of work at Hilton to really dig into that and respond by enhancing our technology, our guest experiences, and really looking to the future.
Fred Diamond: That’s quite interesting. What are some of the unique challenges happening in your region right now that you have to solve?
Kate Walsh: One of the more exciting ones that we’ve dug into, again, around Gen Z, is our B2B sales strategy when it comes to engaging customers with events. Meetings and events are obviously a very big part of our business and we really wanted to see how can we keep customers engaged in events currently and how can we also make sure that this future generation actually want to meet face-to-face, they’re excited about it, and how can we maintain the relevance of conference and events, which again, is a huge part of our business.
We did a really interesting trends report this year, Fred, I’m not sure if you’ve had a chance to see it, but we’re calling it the Year of the Travel Maximizer. As part of that we have a dedicated section for planners and event goers for the Year of the Meetings Maximizer. I’m really excited about this because even though I’m a millennial myself, that resonates with me too. A few of the things, for example, that they’re looking for are enhanced pre-event communications. They want to know, when they arrive, what exactly is going to go on at this event. Take the mystery out of it.
They want an improved food and drink experience. They want to see the menu before they go. This resonates with me because I’m actually a pescatarian, so I like to know as well what the menu’s going to be so I know I can eat. Another one I find interesting is they want clear dress expectations. This is something as well I think that’s probably changed over the generations. I always turn up to meetings and events in a suit and high heels, but things have gotten more casual over the years. I think they really want to know what the expectation is. We have some great literature online around this and it’s definitely worth a dive into.
Fred Diamond: That’s fascinating. One question as a follow up is, are they the buyer? We talked about B2B sales process. Is this new group the buyers or as users, they’re mainly making their needs apparent through the B2B process?
Kate Walsh: I would say more at this stage around conference attendees, meetings and events attendees, the future generation that are now starting to come to conferences.
Fred Diamond: How casual are they expecting clothing requirements or dress requirements to be? Is it they want to show up in t-shirts and shorts or is it just more jeans and shirts without jackets, et cetera?
Kate Walsh: I don’t think it’s even necessarily how casual they want to be. I think it’s more they want to know what the dress code is. Is it business? They know they need to turn up in a suit. Is it business casual? What does that actually mean? It might mean jeans and a suit jacket and runners. What we’ve started doing in our events communication is actually putting pictures of what we mean by each dress code. I think that’s really resonated with people.
Fred Diamond: That is great. I look forward to reading that report. You said that report is available?
Kate Walsh: Yes, it is. I’ll send it on to you.
Fred Diamond: Please do. We’ll make it available in the show notes as well. In your job right now, who do you and your team, who do you mainly serve? I know that that generation is one that’s causing a lot more attention and service, but who do you mainly serve as a sales leader and what do your customers expect from you right now?
Kate Walsh: We serve a very diverse customer base across many industries. We serve the business traveler community, leisure tourists, meetings and events customers. I think really right now what people are expecting is seamless and personalized service. As our CEO, Chris Nassetta, it’d be great if you could get him on the podcast. He’s amazing. As he says, at Hilton, we’re in the business of people serving people, and I love that, because that’s why I got into hospitality, to give people amazing experiences, to make people feel great about their business trip, their wedding, their babymoon, whatever it is. I think that our Hilton Honors loyalty program also was a cornerstone of that seamless experience.
Fred Diamond: You reminded me of something, and I’ve seen your CEO speak a number of times. I’m based in Northern Virginia, you’re based in Ireland, and Hilton is headquartered actually not far from where I live. He’s been a speaker at numerous events and networking events and business conferences in the DC metropolitan area. Hilton is frequently listed. Matter of fact, you’re an IES Premier Sales Employer, but you’re often listed in many publications as a top two or three employers around the globe, not just in hospitality. Why is that? give us a little peek into why Hilton is such a great employer.
Kate Walsh: We were just recognized as number one employer in the US actually. I’ve only been with Hilton for 6 years, I say only because a lot of my colleagues have been here for 30, 35 years. You’ve met with Frank, Jerilyn, and Kim. They’ve all got a huge tenure. I think that it really is the culture. It’s not a secret. Everybody speaks better culture at Hilton. It is an amazing culture. It is a pleasure to come to work every day. We believe that we are doing great things in the world and we really are, as our founder, Conrad Hilton, said, bringing the lights and warmth of hospitality to everywhere.
Fred Diamond: I’ve stayed at many hotels and in various companies I’ve had to have to be associated with different ones because of corporate things, but I’ve never had a problem at a Hilton. I used to say at some of the top hotels based on where I traveled, and Hilton brands in Chicago and New York. I used to stay at the Beverly Hilton all the time when I traveled to Los Angeles, which was always a thrill because you’re always going to see something interesting and unique there. Great description there.
Let’s talk about you specifically as a leader. Describe yourself as a leader. What is your approach to sales leadership?
Kate Walsh: As a leader, my number one passion is building people up and fostering collaboration. I really believe in the power of a team and the incredible results that come from working together. I really believe in getting people on board to a strategy, having them be part of that build and bringing it to fruition so they can be excited that they were part of those results. I really believe in creating that strategy that empowers everybody from the start. I want everybody to be as excited about the end result as I am. I think I’m very committed to supporting and developing talent across all generations. The insights and learnings I’ve had from managing multi-generational teams are really invaluable. I find it very humbling to lead and work with such a fantastic group of individuals.
Fred Diamond: I’m curious, based on that, I presume you mentor a lot of people. Hospitality, obviously, it’s an industry that’s been around for a long time. It’s morphed in a whole bunch of different ways and you gave us some great ideas in the beginning of where it’s going in a lot of ways. Have you had any mentors? If so, could you share how they helped you with your career?
Kate Walsh: I’m so fortunate and I really believe that mentors come in all forms, and not just those who carry the mentor label. For example, my mother was actually my first mentor. She really taught me to believe that I could achieve anything I put my mind to. I’m sure she’d laugh right now at being called a mentor, but it’s true. Her unwavering support and optimism really has been a guiding force in my life. Very fortunate there.
Throughout my career, I’ve had other people who’ve really impacted me and continued to be there for me. When I was very young, I was 19, I was in university, but I happened to work in a very high-end bar and restaurant, which was unusual in Ireland back then. But I worked for a gentleman called Pádraig, who owned a place called O Bars. He really instilled in me a drive for excellence and the importance of doing everything to the highest standard. That influence still resonates with me today.
I’d say secondly, I had another mentor, Neil. He taught me the preciousness of time and the importance of always asking myself if an action will drive incremental results. This lesson has been invaluable in really helping me to prioritize and focus on what truly matters. Again, I have another person for your podcast, Fred, Tanya Clifford, my current leader, who is the VP of sales for EMEA for Hilton. She’s had a tremendous impact on me. She’s really taught me the importance of taking a pause, rise up, and always strive to make the right decision. Her empathy and wisdom have really profoundly influenced the leader I am today. I think all of these mentors have shaped my career and personal growth and their guidance has been instrumental in helping me to navigate my career and really become the leader I am today.
Fred Diamond: Thanks for sharing about that. Those are great. It’s a nice wide range as well. I’m just curious, what would be your recommendations to a junior or a new sales professional looking to get specifically into hospitality sales?
Kate Walsh: My first advice would be to always have your learning hat on. Be curious, ask questions, never stop seeking knowledge. I think secondly, put your hands up for every project that comes your way to volunteer. This is really how you get yourself known amongst senior leadership. Talk to people, build relationships, network actively. I think for me, I always showed up with excitement and enthusiasm for everything I tried. I think that that positive energy not only motivates you, but really shows people around you that you’re willing to do what it takes to do well, essentially.
Fred Diamond: You’ve been in hospitality your entire career, you’ve reached great heights there. Congratulations to you. Would you recommend a career in hospitality sales? If somebody were let’s say in university and you were giving a presentation and someone asked you, one of the students said, should I go into hospitality sales? What would be your advice?
Kate Walsh: I would say jump on it. If you love people, if you love being in a world where anything’s possible, if you have a passion for life and achieving things, jump into hospitality sales. We work hard, but we have such a dynamic environment to work in that really does bring me joy. If you’re the kind of person that is passionate about people and pleasing people, giving people great experiences, get right in there.
Fred Diamond: It’s interesting how where you stay really can impact your memories and your quality of life and your business. As we’re doing this interview, I’ve had three jobs in my career, where I’ve done a lot of international and across the United States travel. I’ve been fortunate. I’m thinking right now as we’re talking about some of the great places I’ve stayed, and I’m thinking about the meetings too and stuff, but I stayed at the Amsterdam Hilton a couple times on the same floor with John and Yoko. That was amazing. I used to look so forward to that. I’m just thinking about just the beautiful places I’ve stayed more so than the actual event itself, which obviously you’re talking about selling the event, but the place where you stay has such an important role in that as well. I’m just curious, external networking and relationship building. You’re working for one of the top brands in the world. Talk about how important it is to externally network and build relationships to grow your career.
Kate Walsh: I think not only about growing your career, but also about growing your network. I think it’s so important to be genuinely interested in people and be authentic in that interest. No matter where I go, no matter what conference I’m at, what meeting, I always find something interesting about people. Just last week actually, I was in Barcelona at a conference and I met I met somebody who runs ultramarathons. I will never do that in my life, run 100 kilometers in the ultramarathon, but I found it fascinating to hear about the discipline, the endurance. I really enjoyed connecting and talking to that person and we’ve forged a relationship now. I met another lady who’s doing a PhD in folklore, something I don’t know much about, but just fascinating to hear about her journey on it. I think that if you’re somebody who has a genuine interest in people and their lives, you’ll do very well externally networking, you’ll do very well with your own network, and you’ll really do very well in hospitality sales.
Fred Diamond: As you’re talking about this, I’m just thinking of so many amazing places. Where are some of your favorite places to travel? You’re in the hospitality industry, you work for one of the top hospitality brands in the history of hospitality. Where do you love to go? What are some of your favorite places to travel to?
Kate Walsh: Gosh, there’s so many. I think I’ve been to about 60% of the world, so that’s a really tough question. I think one of the places I went most recently that I absolutely fell in love with was the Waldorf Astoria Seychelles Platte Island. Obviously, Waldorf Astoria is our top brand at Hilton. It is about a 20-minute plane ride from Mahé. Have you ever been to the Seychelles, Fred?
Fred Diamond: I have not. I’ve stayed at the Waldorf Astoria brand numerous times, but never there.
Kate Walsh: Well, you’ll have to go here. It is absolutely stunning. It is this pristine island with a huge focus on their environmental footprint. I went for a walk on the beach in the morning, I saw turtles laying eggs. I just can’t say enough about it. It is probably one of the best places I’ve ever been. But I also love cities too. I love London. Hilton London on Park Lane is one of my favorite hotels. What an icon. Such amazing views. When you stay there, you really feel like you’re in the heart of it all in London. I’m just going to give you those two. There’s just too many to choose from.
Fred Diamond: They’re amazing. You’ve given us a lot of great ideas, but give us one specific action that you recommend for sales professionals to do right now, after either listening to today’s podcast or reading the transcript, to take their sales career to the next level.
Kate Walsh: I might give you a blend of what I’ve spoken about, if that’s all right. I would say be curious, ask questions, put your hands up for projects, build relationships across multiple disciplines. Something I didn’t mention earlier, but engage actively on platforms like LinkedIn. It’s a fantastic platform to connect with colleagues that you might not see every day and can really add value to your relationships. I would say always show up with enthusiasm and excitement for what you do. I’m a big believer in positive energy and optimism, and I think this radiates and really makes people take notice. They look at you and they say, “Wow, this person can really achieve.”
Fred Diamond: Once again, I want to thank Kate Walsh for being on today’s Sales Game Changers Podcast. Thanks, Kate, for all the great insights you’ve shared today. My name is Fred Diamond. This is the Sales Game Changers Podcast.
Transcribed by Mariana Badillo