1. Hotel market preference mode 2. Characteristics of luxury hotels 3. What kind of hotels do customers need 4. Why do people choose high-end five-star hotels 5. What are the differences between customers of home inns and five-star hotels 6. What is the relationship between different hotel stars and customer needs? Hotel market preference mode
There are three basic preference modes: 1. Homogeneous preference type-preference is consistent and relatively concentrated in the central position. Adopt indifference marketing to win all customer groups as much as possible
2. Decentralized preference type-preferences are quite different and spread all over the space. Adopting centralized marketing, the first brand to enter is located in the central position, catering to the largest number of customers to the maximum extent. The second entered brand is located near or far from the first brand, forming a distinctive feature.
3. Cluster preference-the preference of several groups appears, which objectively forms different market segments. Features of luxury hotels with differentiated marketing
Features of luxury hotels: it can provide world-class service, of course, at the cost of world-class consumption. Its service facilities, fine wines and delicacies are world-class and can provide customers with an unforgettable experience of staying in the hotel. Among them, the quality of service staff is extremely high, and they can think of all the best services provided for customers.
Hotel grade is the grade and level of the hotel determined by evaluating the hardware and software of the hotel. Hotel grades are generally divided into three-star, four-star and five-star hotels. Now the ultra-luxury hotels established in some countries are called six-star hotels.
Hotel grade representation
At present, the grading systems adopted by different countries and regions are different, and the signs and names used to represent the grades are also inconsistent. To sum up, there are roughly the following kinds.
(1) star notation. That is to say, the hotel is rated according to certain standards, and then it is indicated by an asterisk. The more stars, the higher the level. The star representation is widely used in the world. For example, hotels in France are divided into 1 ~ 5 stars, and hotels in China also use five stars.
(2) letter notation. Some countries and regions use the letters A, B, C, D and E to indicate the hotel's grade. A is the highest level and E is the lowest level, such as Greece, Austria and other countries.
(3) digital representation. Some countries and regions use the numbers 1, 2, 3, 4 and 5 to indicate the hotel's grade. 1 is the highest level and 5 is the lowest level, such as Italy, Algeria and other countries.
in addition, there are some other hierarchical classification methods. For example, hotels in Switzerland are classified into 1-6 grades in terms of price, while Taiwan Province in China is classified into two categories: international sightseeing and sightseeing. What kind of hotel do customers need
What kind of hotel do customers need:
1. What customers need is quality service
The great social and economic development in China has created more and more middle classes. This means that the customer base of the hotel is no longer just the people at the top of the pyramid; On the other hand, there are more and more wealthy people, and the concept of money is rapidly weakening in people's consumption concept. These objective conditions determine the change of guests' needs. Subjectively speaking, the post-71s and post-81s will gradually become the mainstream of social consumption. Such customers have received a good education, care about their own self-cultivation and pay attention to fashion. Their understanding of hotel service is not the same as that of post-61 s and post-51 s.
therefore, guests value service more. Standardized and personalized service has become an important reference factor for guests to choose hotels. Any hotel must attach importance to SOP, and pay more attention to execution. Make good service a priority for guests and meet their needs to the maximum.
2. What guests need is cost performance.
Creating cost-effective hotel products is a subject that hotels should study and conquer. Let the guests feel affordable. Of course, these need to consider and refer to the overall conditions around the hotel and the city where it is located, and make adjustments and judgments on this basis.
3. What guests need is consumption feeling and consumption environment
Consumption feeling and consumption atmosphere are very important, which are the sensory requirements of the hotel and the main factors that induce guests to spend. Do you often have this experience? If this shopping mall is empty, we will also subjectively assume that the goods here are not good; If a restaurant is deserted and unpopular, we may not step into it; If a hotel is decorated too magnificently without paying attention to its own market positioning, consumers may feel that the consumption level here is very high, and many times they don't even have the courage to ask. Therefore, creating a good consumption feeling and consumption environment will directly affect guests' choices. This is just like people. You have to have affinity, so you can have a good relationship. Hotels should create their own "affinity".
4. What guests need is the feeling of being respected.
When guests go to a hotel for consumption, they need the feeling of being respected. There used to be such a hotel: it was a five-star hotel, and all the systems were implemented very well, especially its proud departmental assessment system. At the beginning, this hotel gave free welcome fruit to all guests, and the room price was relatively affordable, and the business was very prosperous for a time. At the monthly routine financial analysis meeting, the finance department pointed out that the cost of guest rooms was a little high, and asked the housekeeping department to appropriately reduce the cost. Due to the departmental assessment, the free fruit delivery plan was cancelled. Because it involves departmental assessment, a small square towel should also "detain" the guests at the front desk for ten minutes or ask them to pay directly. At that time, not many people noticed this. Two months later, the room occupancy rate dropped by more than ten points. The "little things" that seem to be despised by people, such as fruits and small square towels, have become an important factor in the decline of rental rate, which has triggered the "butterfly effect" (butterfly effect is a concept in chaos theory. It refers to a dependence on the sensitivity of initial conditions: small differences at the input end will be quickly amplified to the output end, and the butterfly effect can be found everywhere in economic life. ）。 The main reason is that guests feel that their attention is getting lower and lower, and their sense of respect is gone. Why do people choose high-end five-star hotels
Personally, with the continuous improvement of people's living standards, what are the preferences of high-end hotel customers? Because of social and personal needs, they choose high-end five-star hotels, more because of the service here. 1. limousine pick-up service Many hotel services have started from the moment the guests get off the plane. What are the preferences of high-end hotel customers? If the hotel needs to arrange a pick-up and drop-off plane, guests only need to reserve accurate flight information and contact information to the hotel before departure after booking the hotel. At that time, there will be a full-time driver of the hotel to contact you, and the cars will also be luxury cars of traditional brands such as BMW and Mercedes-Benz, which are very safe. 2. There are surprises every day. After you check in, you will also receive a "welcome gift" from the hotel, sometimes a bottle of red wine, plus some snacks, sometimes fresh fruits and flowers, and sometimes a beautiful plate of chocolate that you can't bear to eat. This service will extend until the guests finish their journey, that is, every morning after that, you will receive fruits and snacks from the hotel. 3. High-quality delicacies are not just wine in the executive lounge of five-star hotels, but also higher-quality delicacies. The executive lounge in many hotels provides a place for people to work, eat and socialize, so that guests can have a good meal at any time. But usually only executive suites and above and VIP members of the hotel can enter the executive lounge. 4. Turn-down service In addition to the above routine operations, there is also a "turn-down service" in high-end hotels that makes people feel imaginative just by listening to the name. The service is simply summarized as what are the preferences of customers in high-end hotels: entering the room, turning on the lights, drawing curtains, cleaning up sundries, checking room facilities, turning on the bed, tidying the bathroom, supplementing the supplies in the room and providing food before going to bed. And the waiter will also remove the bedspread above, and then open the blanket above and the upper sheet at an angle of 35 ~45 degrees to facilitate the guests to sleep. 5. Butler service The butler service of high-end hotels is different from the general concierge, and it is basically the treatment that ordinary five-star hotels can enjoy, such as presidential suites or VIP members. Summary: The sky-high hotel not only improves the quality of the hotel, but also makes the service more humanized and personalized. This is also the main reason why many people can't escape the "real fragrance" law of five-star hotels. What are the differences between the customers of home inns and five-star hotels?
The main difference between the customers of home inns and five-star hotels lies in the different crowd positioning.
Home Inn is an economical and applicable hotel. Naturally, its customers are ordinary people and there are many student groups, so it is economical and practical. The pricing of five-star hotels is high, and the target group is generally high-spending people, such as business people, business people, tourists, etc. Few ordinary people go to stay in five-star hotels because their spending power is different.
Most of the five-star hotel chains are business people, and the services that hotel employees can provide can only meet the needs of the guests, and rarely exceed the expectations of the guests. It cannot be said that chain hotels will provide better services, but compared with five-star hotels, chain hotels pay more attention to the interaction and communication between people.
generally speaking, a five-star hotel is the highest level in the hotel. Whether it is decoration or equipment, it is a very luxurious facility, and it is more perfect than other hotels, and the service facilities are very complete. It will also include all kinds of restaurants, as well as some large-scale banquet halls, conference halls and so on. Therefore, consumers tend to have higher spending power. What is the relationship between different star ratings of hotels and customers' needs?
Different star ratings of a hotel represent different supporting facilities and service levels of the hotel. One-star hotel: simple equipment, with two basic functions of food and accommodation, belongs to the economic level and meets the needs of tourists with poor economic ability. Two-star hotel: general equipment, three-star hotel: fully equipped, not only providing accommodation, but also comprehensive service design such as meeting room, entertainment hall and bar, with good service quality. The higher the star rating, the higher the standard. Five-star hotel: the equipment is very luxurious, the facilities are more perfect, and besides the luxurious room facilities, the service facilities are complete. Various restaurants, large-scale banquet halls, conference halls and comprehensive services are relatively complete. It is the center of social activities, meetings, entertainment, shopping, recreation, health care and so on. With beautiful environment and high quality of service, it is a kind and happy small society. The charging standard is very high.