The 15th day of the eighth lunar month is the traditional Mid-Autumn Festival in China and the second largest traditional festival in China after the Spring Festival. August 15th is in the middle of autumn, so it is called Mid-Autumn Festival. The ancient calendar in China called August in the middle of autumn "Mid-Autumn Festival", so the Mid-Autumn Festival is also called "Mid-Autumn Festival". The Mid-Autumn Festival is coming. In order to better develop the hotel sales service and realize the double harvest of economic and social benefits, this scheme is formulated in combination with the actual situation of our hotel and the traditional national customs of our country.
I. Target market analysis
The customers of this hotel are mainly middle and upper-class people and government officials, but many of them are private consumers, which requires the hotel to take into account the personal interests of those private consumers on the basis of improving the grade.
Second, the pricing strategy
1, meals can basically maintain the original price, but considering the price of some meals related to Mid-Autumn Festival, you can use discounts (recommended) or directly reduce the price.
2. For high-priced meals, it is recommended to combine the reduction of distribution and price reduction.
3. The Mid-Autumn Festival package (explained below) should not be too expensive, and the per capita consumption should be controlled at 20-30 yuan (excluding drinks).
4. The prices of other drinks and other services can be flexibly changed according to the actual situation of the hotel, reaching the lowest price around the Mid-Autumn Festival (but according to the hotel's net profit).
Third, marketing strategy.
1. Making Mid-Autumn Festival special packages can be divided into three categories according to the actual situation, including meals for two and meals for three. The theme should reflect family reunion, and you can send moon cakes (the price does not need to be too high).
2. If the family members' birthday is August 15, they can enjoy a 50-60% discount when dining in the hotel with valid certificates (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them.
3. If the mobile phone and fixed telephone number are 8 15 (in Linfen area), you can enjoy a discount of 5-6 fold when dining in the hotel with valid documents (household registration book and ID card) (according to the actual decision of the hotel). It is recommended to recommend Mid-Autumn Festival package to them. The hotel had better contact these people directly.
As there is no accommodation service in this hotel for the time being, we can join hands with other large hotels focusing on accommodation to introduce customers to each other, which can increase the customer base and reduce some related expenses. For these customers, you can pick them up by car, and it is also recommended to recommend the Mid-Autumn Festival package to them.
5. Send some small gifts related to Mid-Autumn Festival after dinner (the name, telephone number, address and website of the hotel should be printed on them).
6. The activity will be held from August 10 to August 20th of the lunar calendar.
Fourth, promotion strategy.
1. Place outdoor advertisements at the entrance of the hotel, near the railway station and bus station (outdoor advertisements are mainly in the form of painting and banners).
2. TV, street banners and newspaper advertisements are combined.
3, you can try mobile phone short message advertising, the focus of mass sending is the old customers of the original hotel, pay attention to the use of appropriate language, mainly introduce the latest activities of the hotel.
4._ _ Website () _ _ Make a pop-up box advertisement or a larger FLASH animation advertisement or banner on (). The processing of web animation and pictures must be consistent with the marketing content.
5. Flyer advertising is ok, but the quality of flyers must be high.
Note: You can select the above advertisements at the same time. Promotion focuses on urban areas and can also be extended to surrounding counties and cities. The minimum advertising audience should be 6.5438+0.5 million.
Verb (abbreviation for verb) Other related strategies
Security guards must ensure the safety of the hotel; Specify some incentive policies for waiters and related staff to arouse their work enthusiasm (this part can be refined later); Put some high-end music in the hall; The speed of serving must be fast; The layout of the hall does not need to be too luxurious, but it should be beautiful and generous, showing the flavor of the Mid-Autumn Festival.
Effect prediction of intransitive verbs
If the promotion and related services are in place, the income will be at least 1.5 times of the usual income.
Seven. Other suggestions
1, equipped with a computer in the service hall to keep some key customer information at any time.
2. Enter the customer's information into the database with the consent of the customer (the key is the customer's name and mobile phone number) for future promotion services (this content can be refined later).
3. Make the hotel website as soon as possible. Websites must be made by professionals. Domain names should be simple and easy to remember. The design of the web page should reflect the characteristics of the hotel, mainly in warm colors. It's best to have big FLASH animation on the home page, as well as news release system, on-line marketing, customer message board, customer forum, employee entertainment and so on. Enhance the hotel's popularity through online marketing (the biggest advantage is that it is popular and has low cost).
Marketing planning of five-star hotels
According to the present situation of the hotel, first of all, establish the idea of "market-oriented, sales-oriented"; In order to better carry out the sales work, the marketing plan and marketing promotion plan are formulated and gradually implemented in the work.
Chapter I Objectives and Tasks
1. Guest room objectives and tasks: 1 10,000 yuan/year.
Second, the catering objectives and tasks: 10,000 yuan/year.
Third, the starting and ending time: from a certain month to a certain month.
Chapter II Situation Analysis
I. Market situation
1 and 200 1 year, there are more than 10000 hotel rooms in the city, and it is expected that 1~2 hotels will open one after another this year.
2. The competition will be fierce, and the phenomenon of "more monks than porridge" will not be significantly improved, and the price reduction competition will continue.
3. Hotels competing with our store for the team market this year are:
4. In the personal market, what competes with our shopping mall is:
5. Forecast: The competition among newly-opened hotel teams will be more intense; The individual market is balanced; The conference market has great potential.
Second, competitive advantages and disadvantages
1, a three-star hotel with a good geographical location.
2. The old Samsung hotel has a high reputation and a full range of rooms.
3. Catering and conference facilities.
4. Surrounded by high-star hotels, the facilities and equipment have been renovated, but there is still a gap compared with the surrounding hotels.
Chapter III Market Positioning
As a mid-range tourist business hotel in the city, give full play to the advantages of the hotel's geographical location, catering and conference facilities, and aim at the mid-range consumer groups: (1) domestic standard team. (2) Overseas tourism teams. (3) Mid-range personal business travelers. (4) Various meetings.
First of all, the tourism market is divided into:
(1) Team-local travel agencies and overseas travel agencies (Beijing, Shanghai, Guangdong, Southeast Asia, Japan, South Korea, etc. )
(2) FIT-first, Haikou and its surrounding areas, and then business companies in big cities such as Beijing, Shanghai and Guangzhou outside the island.
(3) Meeting-Qionglai municipal government departments, enterprises and institutions, business companies inside and outside the island.
Second, the division of sales season
1, peak season: 1, 2, 3, 4, 5, 10,1,1February (including golden week months: 10, 2,
2. Average seasons: July and August.
3. Low season: June and September
Third, the classification of travel agencies
1, which can be divided into three categories: A, B and C according to the population size.
Class A: China Travel Agency, Neptune, Wind Travel, Folk Customs, Shanhai International Travel Agency, Jintu Travel Agency, Shida International Travel Agency, Sailing, Shanhai, Hong Kong and Macao International Travel Agency, Sightseeing, Leisure, Aviation Vacation, Nanshan Jinjiang, Golden Coconut Wind, HNA Business, etc.
Class B: Shenzhou Travel Agency, Provincial Travel Agency, City Travel Agency, Tianya, Yannanfei, Air China, Spring and Autumn, Oriental Holiday, Tianma International Travel Agency, Shenzhou, Mingzhu International Travel Agency, Huaneng Travel Agency, etc.
Class c: other.
* Set the prices of different travel agency teams according to different categories.
(1) Stabilize Class A customers and gradually increase Class A prices.
(2) Vigorously develop B and C customers and expand the proportion of B and C customers.
2. Overseas group travel agencies:
(1) Hong Kong market: China Travel Agency, AVIC Holiday, Kang Hui Holiday and Key Tourism.
Land agencies: Hong Kong and Macao International Travel Service, Wang Hai International Travel Service and Shanghai International Travel Service.
(2) Malaysia's Southeast Asian market
Land agent: Tianma International.
(3) Singapore: Shanhai International Travel Service
(4) Korean market-tropical romantic holiday trip
Land agency: Jingrun International Travel Service
3, determine the key cooperation of travel agencies:
China Travel Service, Shida, Oriental Holiday, Shenzhou, Sailing, Provincial Professional Tourism, Huaneng, Shanhai, Hong Kong and Macao International Travel Service, Neptune, Pearl, Sightseeing, Leisure, Aviation Holiday, Nanshan Jinjiang, Wind Tour, Golden Coconut Wind, Folklore, HNA Business, Air China Style, etc.
Chapter IV Marketing Strategies in Different Seasons
This chapter is based on different months in off-season, golden week, different prices, monthly team and individual ratio, daily business income, monthly task completion, and monthly work priorities.
1, peak season: 1, 2, 3, 4, 5, 10,1,65438+February.
★ 65438+ 10 month (3 1 day), March (3 1 day), April (30 days), 5438+0 year, 1 month (30 days) and 2006.
A, the scheduled ratio of team to individual traveler every day: 6:4,
B. House price: team price: 1 10 yuan/room, and average price: 180 yuan/room.
C. Average monthly occupancy rate: 90%, namely 16 1 room/day.
D daily income: RMB 9666 for the team and RMB 0/0948 for the individual.
E. Total income for five months (153 days): 3 153942 yuan, with an average of 630788 yuan.
F, the focus of each month:
June 5438, 2002+10:
1, strengthen the Spring Festival market research, formulate the Spring Festival promotion plan and the Spring Festival group and individual reservation.
2. Strengthen conference promotion. 3. Strengthen business promotion and agreement signing.
4. Strengthen wedding publicity.
March 2002:
1, strengthen the promotion of meetings and business guests.
2. Strengthen wedding publicity.
3. "May Day" Golden Week-Room sales completed the promotion reception plan in the middle and late March.
April 2002:
1, strengthen the promotion of meetings and business guests.
2. Strengthen wedding publicity.
3. Strengthen the May Day market survey, formulate the May Day promotion plan, and book May Day groups and parties.
4. Make plans for Mother's Day activities and promote them; Mother's Day-With the theme of "Love Mother", we sell meals and rooms in combination.
(Second Sunday in May)
200 1 1 1, 65438+2:
1, strengthen the Spring Festival market research.
2. Strengthen conference promotion.
3. Strengthen business promotion and agreement signing.
4. Strengthen wedding publicity.
Among them, golden week months: 10, February, May and March.
Golden Week and Monthly Income:
*200 1 year 10 months (3 1 day):
An "Eleventh" Golden Week: seven whole days.
1)2, 3, 4 and 5 days, team: individual = 6: 4,
Room rate: group: 160 yuan/room, scattered: 280 yuan/room.
Room occupancy rate: 95% or 170 rooms per day.
Daily income: group: 16320 yuan, scattered: 19040 yuan.
2) 1 and 6 days, group: scattered =7:3, house price: group: 120 yuan/room, scattered: 220 yuan/room.
Room occupancy rate: 90%, namely 16 1 room/day.
Daily income: group: 13524 yuan, scattered: 10626 yuan.
3) No.7, Team: Individual =7:3
Room rate: RMB 65,438+000 per room for group (including breakfast) and RMB 65,438+060 per room for leisure.
Room occupancy rate: 80%, i.e. 143 rooms/day.
Daily income: group: 100 10 yuan, scattered: 6864 yuan.
4) Golden Week income: 206,700 yuan.
B. Income for the remaining 24 days of the month: 494,736 yuan,
Predetermined ratio: population: dispersion =6:4
Room rate: group room rate: 100 yuan/room, average room rate: 170 yuan/room.
Room occupancy rate: 90%, namely 16 1 room/day.
Daily income: group: 9666 yuan, scattered: 10948 yuan.
C. Total income this month: 7014,360 yuan.
D. Highlights of this month:
1, strengthen the promotion of the conference.
2. Strengthen wedding publicity.
3. Strengthen business promotion and agreement signing.
4. Work out the Christmas promotion plan with the Food and Beverage Department. Christmas.-Christmas dinner. 10 In early October, the Food and Beverage Department and the Sales Department finished making the Christmas menu.
Advertising promotion and lottery game design scheme and environmental layout scheme, all work is being carried out step by step.
5. Spring Festival-Guest Room, Family Dinner or New Year's Eve-Lantern Festival-Valentine's Day.
(1) Food and Beverage Department1Complete the production plan in late October.
(2) The sales department and the catering department completed the advertising promotion plan and environmental layout plan in late June, 10, which can run through the Spring Festival, Lantern Festival and Valentine's Day.
* February 2002 (only 28 days in that month);
A Spring Festival Golden Week: seven whole days.
1) 2,3,4,5 days, group: scattered =5:5.
Room rate: group: 180 yuan/room, scattered: 280 yuan/room.
Room occupancy rate: 98% or 175 rooms per day.
Daily income: group: 15750 yuan, scattered: 24500 yuan.
2) 1, 6 days, group: scattered =6:4,
Room rate: group: 150 yuan/room, scattered: 220 yuan/room.
Room occupancy rate: 92% or 165 rooms per day.
Daily income: group: 14850 yuan, scattered: 14520 yuan.
3) On the 7th, the group will leave =7:3.
4) Room rate: RMB 0/00/room for group/kloc (including double breakfast) and leisure 160 yuan/room.
Room occupancy rate: 80%, i.e. 143 rooms/day.
Daily income: group: 100 10 yuan, scattered: 6864 yuan.
4) Golden Week income: 23 1.4 million yuan.
B. Income for the remaining days of the month: 432,894 yuan (265,438+0 days),
Predetermined ratio: group: dispersion =6:4,
Room rate: group room rate: 100 yuan/room, average room rate: 170 yuan/room.
Room occupancy rate: 90%, namely 16 1 room/day.
Daily income: group: 9666 yuan, scattered: 10948 yuan.
C. Total income this month: 669,508 yuan.
D. Highlights of this month:
1, strengthen the promotion of the conference.
2. Strengthen wedding publicity.
3. Strengthen the publicity of "March 8th" activities.
* May 2002 (3 1 day)
A may day golden week, for seven days.
I & GT2,3,4,5 days, group: scattered = 6: 4,
Room rate: group: 150 yuan/room, scattered: 260 yuan/room.
Room occupancy rate: 90%, namely 16 1 room/day.
Daily income: group: 14490 yuan, scattered: 16744 yuan.
ⅱ& gt； 1 and 6 days, group: scattered =7:3, house price: group: 120 yuan/room, scattered: 220 yuan/room.
Room occupancy rate: 90%, namely 16 1 room/day.
Daily income: group: 13524 yuan, scattered: 10626 yuan.
ⅲ& gt； 7th, Group: Break up =7:3.
Room rate: RMB 1 10 yuan for groups (including breakfast) and RMB 160 yuan for leisure.
Room occupancy rate: 80%, i.e. 143 rooms/day.
Daily income: group:11011yuan, scattered: 6864 yuan.
Iv> golden week income:19.1110000 yuan.
B. Income for the remaining 24 days of the month: 494,736 yuan,
Scheduled proportion: group: scattered =6:4, house price: group price: 100 yuan/room, average scattered price: 170 yuan/room.
Room occupancy rate: 90%, namely 16 1 room/day.
Daily income: group: 9666 yuan, scattered: 10948 yuan.
C. Total income this month: 685,847 yuan.
D. Highlights of this month:
1. Strengthen the market survey in June, and launch a Children's Happy Festival on Children's Day with the theme of "having fun with your family".
Joint sales of catering and entertainment. Making Father's Day —— Selling rice and houses with the theme of "Father also needs care". (June 1st)
Three Sundays)
2. Strengthen the publicity of Children's Day and Father's Day.
3. Strengthen business promotion.
2. Average seasons: July and August.
*A, July 2002 (3 1 day), August 2006 (3 1 day);
Predetermined ratio: population: dispersion =7:3
Room price: group price: 90 yuan/room, average price: 160 yuan/room.
Room occupancy rate: 85%, namely 152 rooms/day.
Daily income: group: 9576 yuan, scattered: 7296 yuan
Total income for two months (62 days): 1, 046,064 yuan, with an average of 523,032 yuan.
First, the focus of each month:
July:
1, strengthen the promotion of teacher-student activities and personal business.
2. Make the plan of "Students' Apprentice Banquet", Mid-Autumn Festival activities and promotion-the catering department completes the menu plan, and the sales department completes it in mid-July.
Advertising promotion plan, work is being carried out step by step.
3. Mid-Autumn Festival-mooncake promotion. In the middle and late July, the food and beverage department completed the production plan, and the sales department completed the advertising promotion plan and all the work.
Gradually implement.
August:
4. Strengthen the promotion of teacher-student activities. 2. Strengthen the promotion of "Student Appreciation Teacher Banquet".
5. Strengthen the promotion of individual business customers, and work out the incentive promotion plan for group and individual rooms and moon cakes in September.
6. National Day Guest Room and Post-holiday Wedding Banquet-In late August, the Food and Beverage Department completed the Christmas menu plan, and the Food and Beverage Department and the Sales Department completed the reception and promotion plan.
3. Low season: June and September
*A, June 2002 (30 days), September 2006 5438+0 (30 days):
Scheduled proportion: group: scattered =7:3, house price: group price: 80 yuan/room, average scattered price: 150 yuan/room.
Total occupancy rate: 70%, namely 125 rooms/day.
Daily income: group: 7000 yuan, scattered: 5625 yuan
Total income for two months (60 days): 757,500 yuan, with an average monthly income of 378,750 yuan.
B, the focus of each month:
* June:
1. Strengthen the market investigation of the "College Entrance Examination Room".
2. Strengthen the promotion of teacher-student activities.
3. Strengthen business promotion.
* September:
1, strengthen the promotion of the conference.
2. Strengthen business promotion.
3, strengthen the National Day market research, formulate the National Day promotion plan and the National Day group and individual reservation.
4. Make a Christmas activity plan.
4. Estimated annual operating income of guest rooms: 10,000 yuan.
Average annual occupancy rate: 86.065%
Number of available rooms per day: 179.
Number of rooms to be rented every day: 65,438+054 rooms (including 96 rooms for groups and 58 rooms for individuals).
Average house price: group 100 yuan/room, individual 165.8 yuan/room.
Daily income: 960,000 for the team and 9665438+700,000 for the individual.
5. Income from conference facilities and other agents: 65,438+085,703 yuan.
Total: 10,000 yuan
Chapter V Marketing Methods
There are not many shortcuts to open up the market, and suffering is the most fundamental way out. Why do you say that? Because of accurate positioning, reasonable housing prices and good reputation for cooperation, information output (publicity and promotion) is the most critical. Hotel sales can't put in a lot of media advertisements like daily necessities, even if there are, it is only in the early stage of opening, so personnel promotion is the most important means. Therefore, it is most important to pay a regular return visit.
I. Sales Department:
1, tourist source of travel agency
(1) Leverage the price, maximize the profit in the peak season, and pursue high rental rate in the off-season to attract all social teams.
(2) Stabilize the main clubs on the island, go out to inspect travel agencies in Guangdong, Shanghai and Beijing, and cooperate with travel agencies in major domestic tourist destinations to strive to become designated hotels. Mainly travel agencies on the island. Their customers are the basic customers of the hotel's survival. In the development of the tourist market of travel agencies, the price is mainly used as a lever to receive the bosses of various travel agencies and ensure the holiday rooms. There is basically no problem with obstacles, and price is the easiest thing for competitors to do. How to ensure a higher occupancy rate at the same or slightly higher price requires public relations with the staff of the Planning and Adjustment Department.
(3) Actively seek cooperation between travel agencies in Hong Kong and Macao and group tourists from travel agencies in other regions.
(4) Launch the "annual price team room" (one price per year).
(5) In order to expand catering consumption, the team requires breakfast and dinner.
(6) Strengthen the promotion of Japanese delegations, Korean delegations and conferences.
2. Promotion of conference customers
(1) Promotion time: the first half of the year 1 to April.
Second half of the year 10 to 12.
(2) promotion target: (a) government departments (b) local commercial companies (c) commercial companies outside the island.
(3) Docking meetings and individual guests with local enterprises, and establishing an off-island hotel alliance.
(4) Establish a complete agency system and organize conference visitors inside and outside the province. Plan some meetings of business economics, academic seminars, training courses and institutions.
3. Individual customers
The development of individual market is the most important tourist market pursued by our hotel rooms. To increase the total number of rooms in a limited number, changing the proportion of individual groups is the fundamental way. In the development of personal market, the focus is on Haikou market, followed by other counties and cities on the island. From the perspective of combat readiness, the final focus shifted to places outside the island, such as Guangdong, Shanghai and Beijing.
1. Join the chain service network of the industry, strengthen contact with enterprises and institutions, stabilize existing customers and vigorously develop new customers. Customers in the local market should visit each other.
2. For individual customers, rooms and catering are bundled, and customers can enjoy different degrees of discounts on catering and entertainment at the same time in hotel listings.
3, according to the needs of different guests, design a variety of packages (including rooms, restaurants,.
4. Vigorously develop long-term customers; Develop a reasonable room commission reward system for internal employees.
5. Expand the number of drivers soliciting customers and promote taxi drivers. Establish and improve intermediary price difference regulations and ways to improve booking price difference.
6. Open up online booking, strengthen online promotion, and expand online booking center booking.
Second, the catering department.
(1) Increase varieties and specialties, reduce prices and improve quality.
(2) Hold a "food festival" and a training course on Chinese and Western cuisine.
(3) According to festivals, corresponding reunion banquets, birthday banquets, wedding banquets, etc.
(4) Carry out sales activities with prizes, such as birthday parties, wedding banquets, room gifts, free shuttle buses, small gifts, flowers and gifts, congratulations advertisements in newspapers and magazines, and song sending activities on TV broadcasts.
(5) increase the designated meals of travel agencies, give preferential treatment to tour guides, and increase the consumption of group self-ordered meals and flavored meals. The front desk provides a list of the tour guide's name and room number to the catering department every day, so that the sales department can contact the catering department. )
Third, establish an internal consumption chain
A. Complete internal consumption chain through internal and external promotion chain.
1, external publicity and promotion
(1) All-round cooperation between news media inside and outside the island, in addition to normal advertising and column cooperation, at the same time seize the opportunity to plan and hype some temporary news reports and publicity, so as to improve the visibility and reputation of the hotel.
(2) Traffic publicity:
Such as: introduction and agency booking service on the plane, publicity and agency booking service for luxury buses in Haikou and Sanya.
(3) Personnel promotion, trade fair promotion, letter promotion, and publicity through travel agencies, emails and other media. Attract guests through the above methods and other promotional networks.
2. Internal publicity network
In order to promote every consumption, guests must introduce every service to them, so it is necessary to establish an internal publicity network-from the moment they enter the hotel lobby, they can learn about the basic facilities of the hotel (making pictures of light boxes and overall facilities), and when they enter the elevator, they can further see illustrated advertisements. When they arrived at the guest room, in addition to some key items, there were also illustrated service guides, in addition to pictures of various facilities. And the hotel location map. Introduction of various traffic facilities and tourist attractions, and corresponding local customs. When you turn on the TV, you should insert the hotel introduction feature film on the hour.