A five-star hotel marketing program
According to the current situation of the hotel, first of all, set up the "market as the guide to sales as the leading" idea; in order to better carry out the sales work, the development of the marketing program, marketing plan, and in the work of the gradual implementation.
Chapter I objectives and tasks
I. Rooms and Suites target task: 10,000 yuan / year.
Second, catering target task: 10,000 yuan / year.
Three, starting and ending time: from a certain year, a certain month - a certain year, a certain month.
Chapter II Situation Analysis
One, the market situation
1, the city's hotel rooms more than 10,000 in 2001, is expected to increase this year, 1 ~ 2 hotels opened one after another.
2, the competitive situation will be quite fierce, "too much gruel" phenomenon will not have a significant improvement, cut prices will continue to compete.
3, this year and the store competes with the team market hotels are:
4, and the store competes with the casual market are:
5, prediction: new hotels opened one after another team competition is even more intense; the casual market is still balanced; conference market has great potential.
Two, competitive advantages and disadvantages
1, three-star hotels in a good location.
2, the old three-star hotels have high popularity and full range of rooms.
3, catering, conference facilities.
4, surrounded by high-star hotels, facilities and equipment, although renovated, but there is still a gap compared with the surrounding hotels.
Chapter III Market Positioning
As a mid-range tourism and business hotel in the city, give full play to the advantages of the hotel's geographic location, catering, meeting facilities, targeting the middle level of consumer groups: (1) domestic standard team. (2) Overseas traveling team. (3) Mid-range business travelers. (4) Various types of meetings.
One, the source market is divided into:
(1) team ------- travel agencies in the province and off-island travel agencies (Beijing, Shanghai, Guangdong, Southeast Asia, Japan, South Korea, etc.)
(2) casual ------- first Haikou and the surrounding areas, and then off-island Beijing, Shanghai, Guangzhou and other major cities in the business company.
(3) meetings ------- government departments, enterprises in Qiong, institutions and business companies on and off the island
Two, sales seasonal division
1, Peak Season: 1, 2, 3, 4, 5, 10, 11, December (including the Golden Week month: 10, 2, 5, three months)
2, Flat Season: July, August
3, off-season: June, September
Three, travel agency classification
1, according to the size of the group into A, B, C, three categories
a class: provincial China Travel Service, Neptune, the wind travel, folk, the mountains and the sea of China Travel Service, Jintu travel agency, the matter of the China Travel Service, the sails, the mountains and the sea, Hong Kong and Macao Tours, sightseeing, leisure, aviation holiday, Nanshan Jinjiang, the Golden Coconut Wind, the sea and the air business, and so on.
b category: Shenzhou travel agency, provincial vocational travel, city vocational travel, the end of the day, Yan Nanfei, Air China, Spring and Autumn, Oriental Holidays, Pegasus International Travel Service, Shenzhou, Pearl International Travel Service, Huaneng travel agency, and so on.
Category c: other.
*Setting different travel agency group prices according to different classifications
(1) Stabilizing Class A customers and gradually increasing Class A prices.
(2) Greatly develop class B and C customers and expand the proportion of class B and C.
2, overseas group travel agencies:
(1) Hong Kong market: Hong Kong China Travel Service, Air China Holidays, Kanghui Holidays, Key Travel.
Ground receiving agency: Hong Kong and Macao International Travel Service, Sea King International Travel Service, Shanhai International Travel Service
(2) Malaysia Southeast Asia market
Ground receiving agency: Tianma International
(3) Singapore: Shanhai International Travel Service
(4) South Korea market -------- Tropical Romantic Vacation Trip
Ground receiving agency: Jingrun International Travel Service
3
Provincial China Travel Service, the matter of da, Oriental Holidays, Shenzhou, Yangfan, the provincial vocational travel, Huaneng, Shanhai, Hong Kong and Macao Tours, Neptune, Pearl, sightseeing, leisure, aviation holiday, Nanshan Jinjiang, wind travel, Golden Coconut Breeze, folk, HNA Business, Air China Style, and so on.
Chapter IV Marketing Strategies for Different Seasons
In this chapter, according to the off-peak season in different months, each golden week to set up different prices, the ratio of group and casual guests on the day of the month, the daily business income, the monthly completion of the task and the focus of work in each month.
1, Peak Season: January, February, March, April, May, October, November, December
★January 2002 (31 days) March (31 days), April (30 days), November 2001 (30 days), December (31 days):
A, the daily ratio of team and casual bookings: 6:4,
B, room rates: team price: 110 yuan / room, casual average price: 180 yuan / room
C, the average monthly opening rate: 90% that is, 161 rooms / day
D, the daily revenue: team: 9666 yuan, casual: 10948 yuan
E, five months total (153 days) revenue: 3,153,942,000 yuan, monthly average: 630,788,000 yuan
F, the focus of each month: the team and casual booking ratio: 6:4,
F, the focus of each month:
January 2002:
1, to strengthen the Spring Festival market survey, the development of the Spring Festival promotional programs and the Spring Festival tours, loose booking.
2. Strengthening conference promotion. 3、Strengthen business promotion and agreement signing.
4, strengthen the wedding banquet promotion.
March 2002:
1, strengthen the meeting and business guests promotion.
2, strengthen the wedding banquet promotion.
3, "May Day" Golden Week -------- room sales in mid to late March to complete the promotion and reception program.
April 2002:
1, strengthen the conference, business guests promotion.
2. Strengthen wedding banquet promotion.
3, strengthen the May Day market survey, the development of May Day promotional programs and May Day group and casual bookings.
4, the development of "Mother's Day" program of activities and promotions; Mother's Day ------ to "love for mothers" as the theme of the meal, room combination sales.
(The second Sunday in May)
November, December 2001:
1, strengthen the market survey on the Spring Festival.
2, strengthen the meeting promotion.
3, strengthen business promotion and agreement signing.
4, strengthen the wedding banquet promotion.
Which golden week month: 10, 2, 5, three months
Each golden week and monthly revenue:
*October 2001 (31 days):
A "11" Golden Week: all seven days
1) 2, 3, 4, 5, team:casual guests
Rate: group: 160 yuan/room, loose: 280 yuan/room
Opening rate: 95% or 170 rooms/day
Daily revenue: group: 16,320 yuan, loose: 19,040 yuan
2) 1, 6, group: loose = 7:3, room rates: group: 120 yuan / room, loose: 220 yuan / room
A "11" Golden Week: all seven days
1) 2, 3, 4, 5, group:loose = 6:4,
The group:loose = 7:3, rate: group: 120 yuan/room, loose: 220 yuan/room
Opening rate: 90% i.e. 161 rooms/day
Daily revenue: group: 13524 RMB, loose: 10626 RMB
3) 7 days, group:loose = 7:3
Rate: group: 100 RMB/room (including double breakfast), loose: 160 RMB/room
Opening rate: 80% i.e. 143 rooms/day
Daily revenue: Group: 10010 yuan, loose: 6864 yuan
4) Golden Week Revenue: 206,700 yuan
B Revenue for the remaining 24 days of the month: 494,736 yuan,
Booking Ratio: group: loose = 6:4
Rate: group rate: 100 yuan/room, loose average price: 170 yuan/room
Opening Rate: 90% i.e. 161 rooms/day
Daily revenue: group: 9666 RMB, loose: 10948 RMB
C. Total revenue for this month: 701,436,000 RMB
D. Focus of this month's work:
1. Strengthening conference promotion.
2, strengthen the wedding banquet promotion.
3, strengthen business promotion and agreement signing.
4, with the catering department to prepare the Christmas promotion program. Christmas ---- Christmas dinner. Early in October the Catering Department, Sales Department to complete the production of Christmas menu,
Advertising promotions and lucky draw game design program and environmental layout program, the work is gradually carried out.
5, Spring Festival -------- guest rooms, family dinner or New Year's Eve dinner ------- Lantern Festival -------- Valentine's Day
(1) Catering Department in late October to complete the production program.
(2) Sales Department, Catering Department in late October to complete the advertising and promotional programs and environmental layout program, due to the Chinese New Year, Lantern Festival, Valentine's Day time is close to each other, can be run through.
*February 2002 (only 28 days in this month):
A Spring Festival Golden Week: all seven days
1) 2, 3, 4, 5, group:loose = 5:5
Rate: group: 180 yuan / room, loose: 280 yuan / room
Room rate: 98% that is, 175 rooms / day
Daily income: group
Daily Revenue: Tuan: RMB 15,750, Sans: RMB 24,500
2) 1, 6, Tuan:Sans = 6:4,
Rate: Tuan: RMB 150/room, Sans: RMB 220/room
Opening Rate: 92%, i.e., 165 rooms/day
Daily Revenue: Tuan: RMB 14,850, Sans: RMB 14,520
3) 7, Tuan:Sans =7:3
4) Room rate: group: 100 yuan/room (including double breakfast), loose: 160 yuan/room
Opening rate: 80% that is, 143 rooms/day
Daily revenue: group: 10010 yuan, loose: 6,864 yuan
4) Golden Week Revenue: 236,614,000 yuan
B Remaining Daily Revenue for the month: 432,894,000 yuan (21 days),
Booking ratio: group: loose = 6:4,
Rate: group price: 100 yuan/room, loose average price: 170 yuan/room
Opening rate: 90% i.e., 161 rooms/day
Daily revenue: group: 9,666 yuan, loose: 10,948 yuan
C. Total revenue of this month : 669,508,000 yuan
D, this month's work focus:
1, strengthen the conference promotion.
2, strengthen the wedding banquet promotion.
3, to strengthen the "March 8" activities to promote.
*May 2002 (31 days)
A May Day Golden Week, all seven days
i>2,3,4,5, group:loose=6:4,
Rate: group: 150 yuan/room, loose: 260 yuan/room
Opening rate: 90% i.e. 161 rooms/day
Daily revenue: group: 14,490 yuan, bulk: 16,744 yuan
II>1, 6, group:bulk = 7:3, room rate: group: 120 yuan / room, bulk: 220 yuan / room
Opening rate: 90%, i.e., 161 rooms / day
Daily revenue: group: 13,524 yuan, bulk: 10,626 yuan
III>7, group:bulk = 7 :3
Daily income: group: 13,524 yuan, bulk: 10,626 yuan
III>7, group:bulk = 7 :3
Daily income: group: 13,524 yuan, bulk: 10,626 yuan
Important: group: bulk = 7 :3 :3
Rates: group: 110 yuan/room (including double breakfast), loose: 160 yuan/room
Opening rate: 80% that is, 143 rooms/day
Daily revenue: group: 11,011 yuan, loose: 6,864 yuan
iv>Golden Week revenue: 191,111,000 yuan
B Revenue of the rest of the month, 24 days: 494,736 yuan,
Booking ratio: group: loose = 6:4, room rate: group price: 100 yuan / room, loose average price: 170 yuan / room
Opening rate: 90% that is, 161 rooms / day
Daily revenue: group: 9,666 yuan, loose: 10,948 yuan
C, the month's total revenue: 685,847 million yuan
D, this month's work focus:
1, to strengthen the June market research, June 1 Children's Day ------ to "enjoy the family, unlimited joy" as the theme of the launch of the Children's Fun Festival
meal, entertainment combination sales. Formulation of Father's Day ------- to "fathers also need care" as the theme of the meal, room combination sales. (June
three Sundays)
2, strengthen the "June 1" Children's Day, Father's Day activities to promote.
3. Strengthen the business promotion.
2, flat season: July and August
*A, July 2002 (31 days), August 2001 (31 days):
Ratio of booking: group: loose = 7:3
Rate: group price: 90 yuan / room, loose average price: 160 yuan / room
Opening rate: 85% that is 152 rooms / day
Daily revenue: group: 9576 yuan, bulk: 7296 yuan
Two months total (62 days) revenue: 1,046,064,000 yuan, the monthly average: 523,032,000 yuan
A, the focus of work in each month:
July:
1, to strengthen the Department of teachers and students activities to promote the promotion of the strengthening of the business of bulk customers.
2, the development of "students thank you banquet" program, Mid-Autumn Festival activities and promotional programs -------7 mid-July Food and Beverage Department to complete the menu program, the Sales Department to complete
advertising and promotional programs, the work is gradually carried out.
3, Mid-Autumn Festival ---------- mooncake promotion, in mid- to late-July the Food and Beverage Department to complete the production program, the Sales Department to complete the advertising and promotional programs, the work
gradually carried out.
August:
4, to strengthen the Department of teachers and students activities to promote. 2, to strengthen the "students thank you dinner" promotion.
5, to strengthen the business casual promotions, to develop a group in September, casual use of rooms with moon cake incentive promotional programs.
6, National Day rooms, post-holiday wedding banquet -------8 late August the Catering Department to complete the production of Christmas menu program, catering, sales department to complete the reception and promotional programs.
3, off-season: June, September
*A, June 2002 (30 days), September 2001 (30 days):
Ratio of bookings: group: loose = 7:3, room rates: group price: 80 yuan / room, loose average price: 150 yuan / room
Total room occupancy rate: 70% of the that is, 125 rooms / day
Daily revenue
Total revenue in two months (60 days): 757,500 yuan, monthly average: 378,750 yuan
B, the focus of each month:
*June:
1, strengthen the "college entrance examination room" market research.
2, to strengthen the Department of teachers and students activities to promote.
3. Strengthen the business promotion.
*September:
1, to strengthen the conference promotion.
2. Strengthen business promotion.
3, to strengthen the National Day market survey, the development of National Day promotional programs and National Day tours and casual bookings.
4, the development of "Christmas" activities program.
4, the budget for the annual room revenue: million yuan
Annual average room occupancy rate: 86.065 %
The number of rooms available for daily rental: 179
Planned number of rooms available for daily rental: 154 (of which: 96/day group, 58/day casual guests)
Average room rate: team: 100 yuan/room, casual guests: 165.8 yuan/room.
Revenue per day: team: 0.96 million yuan, casual guests: 0.9617 million yuan
5, conference facilities and other agents income: 185.703 million yuan
Total: million yuan
Chapter V Marketing Methods
There are not many shortcuts to developing the market, suffering is the most fundamental way out. Why do I say so, because the accurate positioning, reasonable room rates, a good reputation for cooperation are available at the same time, the information output (publicity and promotion) is the most critical. Hotel sales in advertising is not like doing daily necessities, a large number of media advertising, even if there is a small range in the early years of opening, then the promotion of personnel is the main means. So regular visits are the most important.
I. Sales Department:
1, travel agency sources
(1) the price as a lever, the pursuit of profit maximization in the peak season, the pursuit of high occupancy rate in the off-season, to attract the community team.
(2) stabilize the island's main large agency, go out and seek to visit Guangdong, Shanghai, Beijing travel agencies around the world and the main domestic tour of travel agency cooperation, and strive for designated hotels. Mainly travel agencies on the island. Their source is the survival of the hotel's basic source of customers, in the development of travel agency source market, mainly price as leverage, reception of the general manager of the community, to ensure that the holiday room, the obstacles basically do not have a problem, and the price of the competitors is the easiest to do. How to ensure a higher room rate at the same price or a slightly higher price, then it must be PR for the staff of the Department of Accounting.
(3) Actively seek cooperation with travel agencies around Hong Kong and Macau and group sources of travel agencies in other regions.
(4) the introduction of "annual price group room" (a year a price).
(5) In order to expand the consumption of food and beverage, the group asked to include breakfast and meals.
(6) Enhance the promotion of Japanese tours, Korean tours and conferences.
2, meeting source promotion
(1) promotion time: the first half of the year from January to April
the second half of the year from October to December
(2) promotion object: (a) the government departments (b) the local business companies (c) off-island business companies
(3) to the island's business units and the establishment of the island's hotels alliance docking meeting, casual guests.
(4) build a complete agency system to organize the provincial and international conference guests. Planning some of the business economy, academic seminars, training course meetings and business unit meetings.
3, casual guest source
Casual guest market source development, is the pursuit of our hotel rooms the most important source market, to increase the total number of rooms in the limited number, the proportion of casual tours is the fundamental way to change. In the development of the bulk market, the focus is on the Haikou market, followed by other counties and cities on the island, from the direction of the war in terms of the final focus to move to the island, Guangdong, Shanghai and Beijing and other places.
1, to participate in the industry's chain of service network, strengthen the contact with enterprises and institutions, stabilize existing customers, vigorously develop new customers, the local market customers to visit one by one.
2, for casual guests, rooms, food and beverage bundled sales, customers in the hotel housing, food and beverage at the same time, entertainment to enjoy different levels of discounts.
3, according to the needs of different guests, the design of a variety of packages (package price), including rooms, food and beverage.
4, vigorously develop long-staying customers; the development of internal staff reasonable room commission incentive system.
5, expand the amount of drivers pulling passengers, the promotion of cab drivers. Build a complete intermediary difference in price regulations and booking difference in price to raise the difference in the method.
6, the opening of online booking, strengthen the network promotion, expanding the network booking center booking,
Two, Food and Beverage
(1) Increase varieties and specialties, reduce prices and improve quality.
(2) Organize "Food Festival", Chinese and Western food training courses.
(3) According to the festival to launch the corresponding reunion feast, longevity feast, wedding feast.
(4) to carry out sales activities with prizes, such as longevity banquets, good luck banquets, free rooms, or free transportation and small gifts, flowers, and congratulatory advertisements in newspapers and magazines, television and radio stations to send songs.
(5) increase the travel agency designated dining, give discounts to tour guides, increase the team to order their own meals and flavor meal consumption. (Every day, the front desk gives catering a guide's name and room number list, so that the sales department and catering department to contact.)
Three, the establishment of internal consumption chain
A, through the internal and external promotions and publicity chain to complete the internal consumption chain
1, external publicity and promotions
(1) the island's full cooperation with the news media, in addition to the normal advertising broadcasts and columns of the cooperation, and at the same time to seize the opportunity to plan and hype the publicity of a number of temporary news reports to increase the popularity of the hotel and the reputation. reputation.
(2) publicity on the means of transportation:
such as: the introduction of the plane and agent booking business, Haikou, Sanya luxury bus publicity and agent booking business.
(3) Personnel promotion, trade fair promotion, letter promotion, publicity through travel agencies, e-mail, other media and so on. Through the above methods and other publicity and promotional publicity network to attract guests in.
2, the internal publicity network
Guests into the store to facilitate each consumption, it is necessary to introduce each service to them, which requires the establishment of an internal publicity network ----- since the beginning of the lobby into the hotel, you can learn about the hotel's basic facilities (the production of the overall facilities of the light box and pictures), into the elevator, and further to see the graphic publicity ads, to the guest rooms. In addition to a number of key items, there is a lavishly illustrated service guide, in addition to the introduction of the facilities of the pictures, billing methods, television programs, recipes (with pictures), there is also the hotel's background information and celebrity visits to the picture information and the content of the corporate culture, etc.,. There is also a location map of the hotel. The introduction of various transportation facilities and tourist attractions, the corresponding local customs. Open the TV should be inserted in the whole point of the hotel introduction feature film.
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