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Business Development Director - Agency & Group Sales

Location: Hammersmith, London (Hybrid Mon - Wed - Fri in office)

Lamington Group is a pioneering property and hospitality company, best known for its room2 brand, the world's first net-zero carbon hotel group. The company also operates a range of co-working concepts (MissionWorks); Serviced Apartments (Lamington Serviced Apartments) and real-estate interests. As a certified B-Corp, we are committed to operating in a way that benefits people, places and planet.

Our business model is vertically integrated, giving us full control over the development, ownership, and operation of our aparthotels. This enables us to innovate rapidly, deliver high-quality guest experiences, and maintain brand integrity as we scale.

With 500+ operational keys and a target pipeline of 5,000+ across the UK, Lamington is expanding into key regional cities across the UK. We focus on long-term value creation, place-making, and working with like-minded stakeholders to redefine sustainable hospitality.

Purpose Of The Role

This high profile role will deliver sales revenues across the Lamington Group portfolio, as we expand our UK aparthotel footprint from 500 to 5,000+ keys by 2030. The Business Development Director / Agency & Group Sales will be a dynamic, business development-focused, AI-literate & values-aligned individual with proven track-record & experience in driving room sales growth from the Groups & Business Travel Agency segments.

This role will be critical to the wider commercial function and instrumental in expanding the B2B funnel, broadening B2B demand delivery for our serviced apartment and aparthotel room portfolio, effectively using intelligent sales technology to maximise sales value, unlock new markets, and drive revenue growth.

Key Responsibilities

People

• Shape new business development strategies for business-critical market segments, that deliver mutually beneficial relationships, focusing largely on:
• Business Travel Agents (BTAs)
• Consortia/Travel Management Companies (TMCs)
• Groups & Entertainment Agents
• Corporate Accounts & SMEs, ensuring mutually beneficial relationships - where strategic group-level opportunity exists.
• Build and maintain relationships with group-focused and agency clients, aligned with Lamington Group’s sustainable brand proposition.
• Be involved in contract negotiations / RFP process for corporate clients, group business, and travel agencies.
• Expand direct business mix and reduce long-term reliance on intermediaries.
  

• Identify and deliver business development opportunities for all room2 locations, with a focus on existing sites in London, and future expansion.
• Execute a comprehensive groups & agency room sales business development strategy
• Deliver asset-level B2B and local sales plans to meet Group room booking targets for specific locations.
  
  

• Drive partnerships with B-Corp & ESG-aligned agencies & corporate clients that share like-minded values and business approaches, focusing on sustainability.
• Focusing on key industry verticals that present high-value for the hybrid hospitality category with an emphasis on sustainable practices.
• Leverage prospecting tools/Salesforce-based CRM/SFA and data-driven insight to support new client acquisition through prospecting.
• Use AI-based prospecting and pipeline tools to fuel commercial growth in an efficient and sustainable manner.
• Enable automation and smart segmentation using Sales CRM platforms to expand reach and improve conversion, reducing environmental impact through efficiency.
• Champion tech adoption across the sales team, embedding AI and automation into daily sales operations for sustainable practices.
• Conduct regular competitive & opportunity analyses to understand potential sales growth opportunities in a sustainable manner.
  
  

• Highly adaptive - Experience in new hotel openings, fast-growth environments
• Digitally fluent - Understands AI, CRM and automation tools
• Proactive Ownership – Anticipates issues and addresses them without prompting.
• Commercial Acumen – Uses data to inform decisions, prioritise pipeline efforts, and articulate revenue impact.
• Clear Communicator – Keeps stakeholders informed with transparency and structure.
• Solution Orientation – Offers ideas, and drives solutions that benefit the whole group.
• Resilience & Focus – Remains composed under pressure; sustains drive during challenges.
• Customer-Centricity – Champions client value at every stage of the sales process.
• B-Corp - A natural evangelist for sustainable and ethical business practices
• Business development - within hotel room Groups & Business Travel Agency segments.
• Track record - growing revenue and relationships in B2B and leisure segments
• Familiarity - with the Group booking travel buyer ecosystems
  
  

• Competitive salary and performance based discretionary bonus scheme.
• Hybrid working post-probation.
• 1 free night stay annually at our properties, with generous employee discounts thereafter.
• Loyalty rewards and referral bonuses.
• Company sick pay scheme.
• 2 paid volunteer days per year and annual fundraisers.
• Additional annual leave with length of service.
• Cycle to work scheme and use of gym facilities in our hotels.
• Access to activity workshops and an Employee Assistance Programme.
• Regular social activities.
  
  

Seniority level

• Seniority level

  Director

Employment type

• Employment type

  Full-time

Job function

• Job function

  Business Development and Sales

• Industries

  Hospitality

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