Key Success Factors for Improving the Sales and Marketing Departments Performance of Two International Hotel Chains in Hua Hin

This study explores the key managerial practices that drive the performance of sales and marketing departments in the hospitality industry, with a specific focus on Hotel A and Hotel B, guided by qualitative interview. The research aimed to identify the best current and future practices related to empathy, discipline, motivation, team communication, and leadership, uncover commonalities across participants’ insights into past, present, and future practices, and propose actionable recommendations for enhancing departmental performance. Data was collected through in-depth interviews with nine sales and marketing professionals. Thematic analysis revealed five core dimensions of effective management: leadership as the strategic driver of team direction and empowerment, empathy as a mechanism to maintain morale and reduce conflict, communication as a foundation for alignment and collaboration, motivation through both structured incentives and creative engagement, and adaptive discipline that balances accountability with flexibility. These findings underscore the interrelated nature of managerial practices and highlight the importance of emotional intelligence, cross-functional collaboration, and recognition systems in high-performance teams. The study concludes that sustainable departmental success in hospitality sales and marketing depends on a holistic balance of leadership, empathy, communication, motivation, and discipline. Practical recommendations include leadership development programs focused on emotional intelligence, structured communication systems, tailored recognition schemes, cross-departmental collaboration initiatives, and a balanced approach to discipline. These insights contribute to the body of knowledge on managerial best practices in the hospitality sector and offer actionable strategies for fostering resilient, high-performing teams in a competitive global environment.