Scheme 1: WeChat marketing planning scheme of Lifestyle Hotel

I. Purpose and significance of WeChat marketing

At present, the number of users of WeChat has exceeded 411 million, and enterprises in various industries have launched WeChat marketing, and the hotel industry is no exception. In the hotel industry, the Wechat marketing of Pudding Hotel and Huazhu Hotel has done the best and achieved good economic benefits. The benefits of developing WeChat marketing are as follows:

(1) Open up new channels for market promotion and shape corporate brand image;

(2) Enhance the interaction with concerned customer groups and further develop potential customers;

(3) Push all kinds of promotional and preferential information of the hotel in time to attract customers to make reservations.

therefore, it is suggested to open wechat of lifestyle hotel.

Second, the implementation method is to open a WeChat public account

Survey: Huazhu Hotel is a registered account of each branch and sends electronic coupons to fans who are concerned about the hotel. As of June 31th, 21xx, Huazhu has 1216 hotels with a total of 132,557 rooms, with an occupancy rate of 91.3% and over 11 million members. As of February 5th, 21xx, Huazhu has 521,111 WeChat fans, over 211,111 active members, with an average of 638 rooms/night booked every day. 67% of the members come from "people nearby" function, and only 16.7% are scanned by stores. Wechat members accounted for 4.7% of the total number of members, and WeChat bookings accounted for 5.3‰ of the total bookings.

Pudding Hotel is a WeChat system embedded in the hotel html5 page and connected to the backstage of Pudding Hotel, so guests can make reservations directly. Wechat online booking function requires a certain investment and secondary development. At present, Pudding Hotel has more than 231 stores and more than 6 million members in more than 31 cities across the country. By May 11, 21xx, WeChat fans had reached 541,111, with 61% new users and 264 daily orders. It is also worth mentioning that 26% of the new members have used WeChat to make reservations for more than 2 times, and the peak time of WeChat users' reservations is from 14: 11 to 16: 11. There are thousands of member inquiries every day. Pudding only pushes 1 messages on Wednesdays and Fridays, mainly in activities and games.

Therefore, in the first stage, we will learn to stay in China, and each hotel will open a WeChat public account. Make full use of WeChat shake, nearby people, drifting bottles, adding friends and other functions to develop members. When fans pay attention to the hotel WeChat, WeChat operators should introduce the hotel's preferential promotions to new fans through one-on-one push, and do not regularly carry out more direct interactive experience to fans through the group sending function. When there are more than 511 fans in each branch, you can apply for certification to improve your credibility.

in the second stage, when the Lifestyle Hotel reaches a certain scale and radiates across the country, you can learn from Pudding Hotel, open the WeChat public account of the Group and apply for official certification. Based on the existing functions of WeChat, the group public account can be further developed, and functions such as online booking and WeChat payment can be opened.