In the face of the huge impact of the COVID-19 epidemic, more and more wine travel enterprises realize their lack of responsiveness and viability, and try to explore the transformation of the traditional service marketing model.

characteristics of traditional hotel service marketing

① relying on well-trained teams to provide active services at various contact points.

② technical tools mainly rely on the customer history file management of hotel management system (PMS) or customer relationship management system (CRM).

③ It is necessary to collect the data of customers' needs and preferences through the elaboration process and the cooperation of various departments.

It is not difficult to see that the traditional hotel service marketing model relies heavily on human resources, and the labor mobility in China hotel industry is very strong, which will inevitably bring huge problems to hotel management.

With the development of Internet technology, digital transformation is the most effective way to save labor costs and improve management efficiency. Digital technology plays an important role in fine management, intelligence, automation, visualization, digitization and systematization, and the intelligent service system based on social media is an important carrier on which the digital and fine management of hotels depends.

according to Yun Huo Technology, tourism and hotel enterprises should first integrate the user data with high dispersion and lack of effective management into a unified platform, that is, the hotel's own service system. Then through the continuous cleaning, cultivation and operation of the existing traffic, the service experience is improved, the management efficiency is improved, and more new traffic is obtained.

in 2119,  shengjue feisi hotel was connected to YeaHotel's intelligent wine travel service system, which opened the road of digital transformation of the hotel through the organic combination of offline and online business, and achieved good results in the past two years.

Hunan Shengjue Feisi Hotel is a five-star hotel under Hunan Dianguang Media, which integrates conference, exhibition, tourism and cultural exchange. The hotel covers an area of more than 311 mu, with beautiful environment and convenient transportation, and is known as "city center and Xanadu".

St. Juefei Hotel is close to the window of the world, Changsha Underwater World, Hunan TV Station and other famous local scenic spots. During the peak season every year, the hotel's passenger flow is very large, and the marketing and service are under great pressure. In order to realize the fine management of the various departments of the group, St. Juefis built its own WeChat applet platform through the YeaHotel intelligent wine travel service system, and connected to the micro-mall, smart ordering and smart parking according to its own needs.

the core purpose of digital transformation of hotel industry is to acquire customers and transform members. St. Juefis Hotel uses YeaHotel's intelligent wine travel service system to build a complete membership framework and put forward a membership system design scheme according to the hotel's membership situation, and finely analyze the consumption status of members through background data to realize information maintenance and event marketing of members.

For example, St. Juefis Hotel issued new user vouchers through small programs to promote membership conversion, and also issued welfare cards for employees and owners of Hunan Dianguang Group to improve membership rights in various ways.

The refined management of hotel shopping malls lies in launching the most effective marketing activities for every guest and every product.

YeaHotel intelligent wine travel service system is different from the traditional online shopping mall, which not only supports video display of goods, but also can customize products for hotel customers. For example, the online shopping mall of St. John's Hotel provides different goods for all kinds of owners.

snap up in a limited time

The annual promotion node is the key period for hotels to impact sales. Through meticulous management, the hotel can accurately judge the needs of guests and quickly put forward marketing plans to maximize sales. For example, at 1:11 on February 2, last year, St. John's Festus Hotel started the spike activity with a big discount. Hundreds of room coupons, food coupons, children's swimming cards and yoga cards on the micro-mall were sold out instantly, and achieved good results beyond expectations.

Fine management of ticket portfolio

can help hotels tap their own advantages and meet the needs of guests in all directions. For example, St. John's Fez Hotel is adjacent to famous scenic spots such as the Window of the World, and a large part of the hotel guests are also tourists in the scenic spots, so the hotel will regularly launch joint packages for two-way communication and increase revenue. In April this year, the domestic epidemic situation eased, and St. John's Fez Hotel launched the activity package of "Room+Food+Window of the World Tickets" in due course, which greatly stimulated the recovery of consumption after the epidemic.

during the epidemic period, the performance of catering departments in many hotels declined due to the restriction of in-house food. The St. John's Hotel quickly understands the needs of users through refined data analysis, and it took only 4 days to launch the online restaurant. The hotel conducts ordering service through small programs, and users directly place orders through small programs to avoid contact with the outside world. The safety of ingredients is strictly controlled, which not only makes the price more favorable, but also enriches the variety of meals.

This Valentine's Day, many couples in the same city didn't have the chance to meet each other. St. John's Hotel launched a set meal for two couples on its own small program, and implemented non-contact delivery of takeout, which won wide acclaim from guests.

through the digital selling platform, St. John's Hotel still achieved stable catering revenue during the epidemic.

vehicles entering and leaving the hotel parking lot are generally temporary vehicles. In the traditional scheme, all hotel guests have to pay the same parking fee, and even members can't enjoy higher discounts.

through YeaHotel's intelligent wine travel service system, guests are automatically converted into hotel members in the process of scanning the code to pay the fare, which provides exposure opportunities for other products on sale at the same time.

in addition, the system has also realized the function of receiving different parking coupons for members of different levels, and implemented the refined service to every guest, thus enhancing the rights and interests of members.

Digital and refined management is the inevitable trend of hotel industry development.

however, in the process of pursuing refined management, many hotels have fallen into another strange circle, that is, their dependence on OTA channels is becoming more and more serious. It is undeniable that most OTA channels have a relatively mature service system, but hotels need to pay high commissions, and it is difficult for customers to retain and transform, and naturally they cannot achieve truly accurate services for members.

with its successful experience, St. John's Hotel tells us that the hotel industry must have its own private traffic pool if it wants to gain stable customers and develop rapidly. With the help of small programs, WeChat official account and other marketing tools, we independently tap WeChat traffic, thus establishing an exclusive direct sales channel outside OTA and completing the best guest experience with data to rely on.