Practice has proved that correct positioning is the key to successful operation and even sustainable operation. We divide the hotel tourist market into the following categories:
(1) Tourists
Tourists for sightseeing, leisure and vacation are the most important customer groups of the hotel. The basic needs of this customer group are: accommodation, bathing and rest, TV, basic catering, telephone, internet access, booking tickets and other business services, parking.
Other needs of tourists are: night entertainment, shopping in small supermarkets, shopping for tourist souvenirs, etc. Other needs of leisure tourists are: daytime leisure, night entertainment, special catering, etc.
(2) The primary requirement of business travelers is the basic private residence space, so transportation convenience and economy are the main determinants. However, business travelers often need communication and reception, thus forming different needs: status grade, room reception function, business reception space, business leisure and so on.
(3) It has become a trend that local business reception is generally carried out in medium and high-star hotels. Generally speaking, local reception does not need guest rooms or a small number of hourly rooms for VIPs, but mainly uses public space. The main needs include meeting rooms, small and medium-sized meeting rooms, working business suites, private dining rooms and entertainment at night.
(4) The demand for hotels for cross-regional conference activities has developed rapidly, forming three categories: conference type, exhibition type and transaction type. The demand for hotels for trans-regional conferences requires strong comprehensive supporting capacity and large reception capacity because of the overnight stay. The main needs are: large conference hall, exhibition hall, convenient transaction, various meeting rooms, banquet and catering, night entertainment, leisure and amusement, etc. The development of the conference has contributed to the development of large-scale conference hotels in the metropolis mode. With Jiuhua Mountain Villa in Beijing as the representative, the metropolis hotel will be further expanded throughout the country.
(5) Local conference activities Local conferences and local official business activities, including press conferences, fashion performances and communication activities, seminars, review meetings, demonstration meetings, etc., can generally be divided into closed meetings and communication-oriented activities. The latter has a strong public * * * communication characteristics, with a large number of journalists and great influence. These activities generally require hotels to have a good communication service foundation, and provide basic support for performance activities, and the hotel has a strong fashion taste. Local activities also include social parties organized by local leisure institutions and employees' leisure activities.
(6) private group activities private group activities refer to activities organized by private people, including wedding banquets, birthday banquets, full moon wine, birthday parties, classmates' parties, and white weddings. These activities are based on private consumption, with banquet mode as the main mode. The requirements are harsh and the consumption level is uneven, but they all require high service, which requires the combination of catering and entertainment and various consumption methods.
(7) Private life hotels have become an important place for private life in cities, and gradually become a sector of market consumption. This kind of consumption includes private business, private dating, service, crime, etc. Among them, private business rooms and private dating rooms belong to the normal reception scope, especially the business and life of celebrities, which need high privacy protection. Opening rooms, service rooms, crime rooms, etc. are the market demands that hotels should resolutely guard against and put an end to by taking advantage of the private security function of hotel management to engage in immoral and even illegal and criminal acts.