What is innovation? Everyone has different definitions. My understanding is that the strategy and action to break the inherent pattern and achieve better performance is innovation. Why innovate? Because we are in a changing era. We all remember that US President Barack Obama said during the election campaign that "America has changed", so we can also say that "the hotel industry has changed". Some people in the hotel industry are in a changing era. In the changing external environment, if we still stick to the rules and step by step, then we will be surpassed by innovative opponents in the process of operation.
The innovative management of hotels should include the following four aspects.
First, we should innovate our thinking.
Second, we should innovate marketing.
Third, innovative management,
Fourth, we should innovate services.
First of all, innovative thinking is the premise.
If we can't break the inherent mindset, we can't talk about innovative management. We often oppose international groups and local hotels, and single hotels and chain hotels. In fact, the truly successful hotels must be the proper localization of international hotels and the proper internationalization of local hotels, which can learn from each other's strong points and achieve a good breakthrough in management and efficiency.
Hotels in China must adjust some practices according to the characteristics of China market, pay attention to international norms and integrate into China culture, and realize standardized services through international norms; Personalized service through China culture; Adding emotional service through hotel characteristics will definitely improve hotel revenue from the growth of guest satisfaction and tourists.
Innovative thinking is reflected in the hotel positioning, which has a decisive position. If the positioning is wrong, the operation of the hotel may be in the opposite direction. Hotel positioning under the traditional thinking can be divided into business type, holiday type, conference type and so on. In fact, the orientation of the hotel is not single, and various hotel types are not completely opposite. Many hotels can be business hotels at ordinary times, holiday hotels at weekends, and conference hotels when there are relatively few business guests. Generally speaking, business hotels can open up the holiday market on weekends and holidays; Resort hotels can develop the conference market in the off-season of tourism; Conference hotels can drive the business market through conference teams. Properly used, mutual transformation and promotion can be realized.
Secondly, innovative marketing is the means.
It is not enough to have innovative thinking. We must turn innovative thinking into strategy, so as to transition to the concept of innovative marketing. Innovative marketing is a means to let the market, peers and the public know about hotel products, services and features.
Give a real case. Every hotel has its own celebration activities, but how can we not only let employees know, but also let guests participate, arouse public attention, and the promotion cost will not be high? On the occasion of the second anniversary of the opening of Huizhou Kangdi International Hotel, we planned the "Lighting Photography Competition".
On the night of the celebration, the hotel invited all the guests to our activities through the reminder cards placed in the room in advance and by turning on or off the lights. On the beautiful Xizi Lake in Huizhou, the lights of the brightly lit 28-story Kangdi Hotel suddenly went out, and a huge number "2" composed of lights appeared on the exterior wall of the hotel. Citizens and tourists who come and go are stunned by the scenery in front of them, and hotel guests find it very interesting. The hotel arranged journalists from the news media in advance, held a photo contest, and photographed beautiful night scenes with lights. This plan not only quickly became a local headline news, but also became a topic of public discussion. Finally, the winning works were made into beautiful postcards for guests to take home this wonderful moment. It has achieved the effect of small investment but good effect.
Third, innovative management is the foundation.
Without a stable cornerstone, high-rise buildings can't be built on the beach, and so can hotel management. If there is no sound management, no top-down culture in the hotel, and only a few executives talk about innovation, then this innovative spirit is only a flash in the pan and cannot be sustained in the hotel. Therefore, hotels should create a lasting corporate culture to welcome and encourage innovative management.
The service concept put forward by Kangdi at the beginning of its opening is "customer-oriented", but the service concept of too many hotels is customer-oriented, which is also applicable to different grades of hotels and even the whole service industry. So, how can we express our unique ideas? We have created a new service concept, which is "to satisfy, surprise and move our guests". Standardized service makes guests satisfied; Personalized service surprises guests; The emotional service touched the guests. This is in line with our advocacy of "international norms, China culture and Candy characteristics".
On this basis, we further analyze the name of the hotel. Kandi's English name is "KANDE", so we interpret "K" as the "key" to create success, and "A" is the "preventive measure" to foresee the demand; "n" means never say no and never refuse; "D" means devotion and enthusiasm; The last "e" is efficiency, and efficiency is paramount. This is our own Condi service spirit. We believe that our service concept will never be copied unless it is managed by Kandy.
Now many employees are young people born after 80s or even 90s. If we still manage them according to the rules of 10 years ago and 20 years ago, we often can't get the desired results. I have talked with many new employees and interns and found that although they are more self-centered, they advocate freedom more. Although they have poor discipline, they are innovative; Their sense of collective honor is not necessarily so strong, but their personal desire for expression is very strong. Then we have two choices, either to cover them according to the old model or to tailor an innovative management model for them according to their new characteristics. Therefore, from the general manager's office to the human resources department to various departments, we study the behavior patterns of the younger generation, adjust our internal management methods to meet their needs, and let them sincerely think that this enterprise is one that young people are willing to join, so that they can work enthusiastically and finally satisfy their guests.
In life, these young employees like surfing the Internet, so we started a blog called "Kangdi Online". Through the blog, employees can see what is happening in the hotel, leave messages and even leave us whispers, and I will reply to these whispers every day.
In order to provide a platform for corporate culture to enjoy, the hotel has specially made two magazines, one is the corporate culture publication Kandi Light, which discusses hotel management, and the other is the market communication publication Taste, which promotes hotel promotion. These two magazines pay attention to culture and promotion and provide good information for our employees and customers. These are platforms for innovative management.
Finally, innovative service is the key.
Whether it is thinking, management or marketing, it is actually invisible, and what is displayed in front of the guests is always service. Without innovative service, guests will never know what we are thinking. What we have to do is to show the innovation of the hotel to all the guests and let them feel that the hotel has spent endless thoughts on them.
The traditional hotel is a service of smile and affection, which will never be out of date and must be adhered to. However, with the progress of the industry, this has become the most basic standard in the industry, and now guests will not be simply moved by a smile and a family relationship. Because everyone can do it, it no longer has a comparative advantage, and we must improve it on the basis of traditional services.
Such as subscription service. In order to improve the booking efficiency of guests and reduce the information loss in intermediate links, Kangdi has set up a 24-hour booking center, which provides 400 and 800 free booking telephones, thus building a direct communication bridge between the booking person and the hotel. Moreover, Kangdi has successfully integrated the reservation systems of the four departments of room, catering, recreation and entertainment into the reservation center, providing all-round and all-weather reservation services for guests, making them feel convenient, establishing their loyalty to the hotel and avoiding losing to other hotels because of the change of salesmen.
The traditional business center is a supporting service department that provides telephone, typing, fax and copying. However, with the progress of society, fewer and fewer customers call and fax. So how to improve the operation of business center through innovative services? We have transformed the business center into a tourist center, a ticketing center and an information center that provide comprehensive services. For example, hotels cooperate with tourism associations to provide tourism services, and establish ticketing agency cooperation with West Lake, Dongjiang Tour, Hong Kong-Macao Public Transport, Poly Culture and Art, and various performance organizations. It not only increases the service of customers, but also increases the income of hotels.
Another example is to arrive early to serve the guests. Every holiday, there are many family tourists. One characteristic of these guests is that they come early and leave late. There will be a time difference between the two. When guests arrive, they often can't book a room. What shall we do? Now Condi has launched the "early arrival service". When the guest arrives, the hotel will give him a temporary room card first if the room is not ready. Guests can pre-store their luggage, provide free local tourist maps, use facilities outside the room, enjoy special discounts in hotel consumption, and skillfully guide guests to transfer their waiting time. This "early arrival service" is very popular with guests.
Innovation is an eternal topic. Innovation is not innovation. A successful hotel is not only an innovation in hardware, but also a continuous innovation in management. At present, what we have done is only a very basic preliminary attempt and exploration, which needs to be constantly summarized, developed and improved in the future operation, so as to lay a solid foundation for establishing a hotel management model with Kandi characteristics.