Understanding the Role of a Hotel General Manager
When approaching hotels for floral partnerships, many florists wonder: Is the hotel general manager the highest decision-maker for the hotel brand? While the GM is the top authority at the property level, the hotel brand operates at a much larger scale, with multiple levels of leadership.
If you’re pitching floral services to hotels, understanding the hierarchy—from property management to corporate oversight—is crucial for navigating contracts, securing long-term partnerships, and building relationships with decision-makers.
The Role of a Hotel General Manager in Decision-Making
Every hotel operates on two levels:
- Corporate Level: Oversees brand-wide standards, marketing, and large-scale operations across multiple properties.
- Property Level: Manages the day-to-day operations of a specific hotel, led by the hotel general manager (GM).
At the property level, the GM is the highest-ranking executive and is responsible for:
- Managing budgets and expenses (including floral contracts)
- Hiring and overseeing vendors or managing a member of the Executive team to do this
- Upholding brand standards
- Ensuring guest satisfaction
- Reporting to ownership/asset management and regional corporate brand leadership
While the GM is the key decision-maker on-site, they still answer to the hotel’s ownership and regional executives. That’s why understanding the chain of command is crucial when pitching your floral services.
Who Does the GM Report To?
A hotel general manager does not own the property—they manage it on behalf of an owner or ownership group. Here’s how the hierarchy typically works:
- The Owner – Owns the building and contracts a hotel brand (e.g., Four Seasons, Marriott, Fairmont) to manage it. You can read more about the Owner’s role here.
- Asset Management Company – Acts as a financial overseer, ensuring the property is profitable for the owner and follows the hotel management agreement between the two parties.
- Regional Vice President – Manages multiple properties within a region and oversees hotel performance on the brand side.
- Hotel General Manager – The highest-ranking executive at a specific hotel, making daily operational decisions, including floral partnerships.
Because the hotel general manager controls vendor hiring, they are the key person to meet when pitching hotel floral services. They have direct knowledge of floral budgets, contract renewals, and the hotel’s specific needs—which is why you should always request to speak with the GM when approaching a hotel.
Why Does This Matter for Florists?
As a florist, understanding the hotel’s structure helps you tailor your pitch, build relationships, and secure contracts effectively. Here’s why:
✔️ The GM signs off on vendor contracts. When proposing floral services, they have the final say at the property level.
✔️ Brand standards influence floral design. While the GM ensures floral arrangements align with the brand’s look and feel, they still need a florist’s expertise to execute the vision.
✔️ GM relationships can open doors. GMs frequently transfer to new hotels within the brand. If they value your services, they may recommend you to other hotels within their portfolio.
✔️ Hotel owners set the budget. While the GM approves expenses, the owner ultimately decides the budget, making it essential to align your proposal with their financial goals.
How to Approach a Hotel General Manager for a Floral Partnership
When reaching out to a hotel general manager, position yourself as a strategic partner who enhances guest experience and aligns with brand standards. Here’s how to approach the conversation:
- Start with research: Visit the hotel, assess their current floral program, and note any gaps where your services could add value.
- Make a strong first impression: When meeting the GM, focus on their goals—remembering it’s all about enhancing guest experience, maintaining brand image, and staying within budget.
- Highlight your expertise: Explain how your florals align with the hotel’s aesthetic and guest expectations.
- Ask about their current florist: If they already have one, inquire about when they typically review contracts and what they look for in a floral vendor.
- Follow up: If the timing isn’t right, maintain the relationship. A GM may move to a different hotel and bring you on as their preferred florist in the future.
Final Thoughts
While a hotel general manager isn’t the highest-ranking person within the hotel brand, they are the key decision-maker at the property level and the person you need to win over when securing a floral contract.
By understanding hotel hierarchy and building relationships with GMs, you can position yourself as the go-to florist for luxury hotels—ensuring consistent, high-value floral contracts for your business.
Already a florist and want to feel confident in your pitch to land luxury hotels? Come join over 135 florists in the 7 Day Challenge!
Keep blooming, Franceska
PS: Did you know I have a bestselling book on working with hotels? It’s available on Amazon! Discover the “cliff-notes” of our high level group coaching program, the Hotel Florist Profit Method, where you can learn more about what flowers to use, design mechanics and more on this topic!
