Hotel marketing, marketing is an important part of the hotel's business activities, which began before the hotel to provide products and services to study the needs of guests and promote the growth of the hotel's source of supply, the development of the hotel's market potential, and enhance the hotel's revenue, marketing involves meeting the needs of the guests of the products from the hotel circulation to the guests of all business activities, and ultimately enable the hotel to realize its prediction of the hotel's business activities, and the hotel to meet the needs of the guests. Marketing involves all the business activities to meet the needs of the guests and products from the hotel to the guests, and ultimately enable the hotel to achieve its pre-determined business objectives.
Marketing is not just a single sales model, it involves a wide range of deep, including marketing research, hotel product design, development and pricing, product promotion, product distribution and other aspects of the content.
Hotel marketing is related to the hotel's development and prospects, so how can we make the hotel marketing to play a better advantage? This is in the whole hotel business when to consider, as far as I see, good marketing, first of all, we must develop the best marketing orientation, choose a better target market, and actively use and develop a variety of marketing strategies, in order to achieve the ultimate goal of quality marketing.
Organization of marketing
Marketing in the organization to carry out the following items:
1, delineate the sales area and scope. Marketing manager with the sales staff to delineate the area and scope of sales, in the form of packages, and actively guide the sales staff to expand the sales surface, sales area and scope of the allocation should be based on the sales potential of regular customers, the customer's geographic location and category to be allocated.
2, the sales target. Marketing manager according to the hotel's sales goals and policies to develop sales targets. Sales targets are divided into quantitative and qualitative indicators. Quantitative indicators are: (1) the number of sales, such as the number of days of room sales, food and beverage sales, average room rates, sales revenue. (2) The number of sales, the number of sales visits that should be made per day or per month. (3) Indicators and control of sales expenses, monthly sales expenses involved in sales staff, such as transportation and hospitality costs.
Because of the different customer demand potentials of each salesperson's sub-division, it is important to determine the quality standards of sales while stipulating the number of sales to be achieved by the salesperson. The quality standards are the salesperson's knowledge of the product and sales, the effectiveness of the sales visits, the salesperson's work attitude, work ability, and the relationship with the customer.
3. Evaluation of sales personnel's performance. Sales managers should take the appropriate way to understand and access to sales staff work performance information, the development of sales staff reported monthly "sales report" rules, to understand the sales situation, timely feedback sales information.
4, the arrangement of a reasonable organization. Marketing Department according to the hotel customer's geographical location and category of comprehensive consideration, the organization of the sales staff according to the geographic location of the division of sales, reduce travel time, improve work efficiency. According to the current development of the hotel, hotel marketing to actively explore the potential of hotel products, increase the attractiveness of the product to attract guests to consume, recruit business.
Product mix
Hotel marketing can be based on the sales requirements of the enterprise, for the different needs of guests to develop a variety of popular combination of products to attract guests, the combination of products can be opened in the following ways:
(1) combination of products for official guests. Special services for official guests, to provide concessions for official guests: such as free supply of a basket of fruit in the guest room, free welcome drinks, free use of recreation center facilities and equipment, free to participate in the bar, singing and dancing entertainment activities.
(2) Meeting combination products. The conference combination products include the use of the conference hall, the supply of snacks and coffee during the breaks of the conference, and the working meals during the conference, which are provided at a discounted price of one package per person.
(3) family accommodation combination products. Forms such as double rooms for the whole family to stay, children living with their parents free extra beds, provide child care services, free use of recreational facilities for children, the restaurant provides children's menus.
(4) Honeymoon vacation products. Honeymoon vacation products are only available to newlyweds, and generally require beautiful and peaceful rooms and some special services, such as a beautifully decorated cave, free American breakfast in bed, free champagne, flowers and fruit baskets in the room.
(5) Wedding combination products. These products are mainly for the local residents market, combined with the form of wedding consumption, to adapt to the consumer's psychology, emphasizing the festive atmosphere, to attract consumption: the content of the product mix of deluxe level of Beijing-style or Cantonese-style banquet, the free provision of soft drinks throughout the room, the four-layer exquisite wedding cake a wedding cake to flowers and double happiness banners grandly decorated wedding hall, according to the specific requirements of the creation of the wedding atmosphere, play the wedding march, the wedding room, the candlelight night! Free bridal suite, flowers, fruits and champagne, free American breakfast to the guest room.
(6) Weekend combination products. Weekend combination of products can attract guests in the week after work, to rest and entertainment, and therefore need to plan and organize some entertainment and sports activities: such as holding weekend parties, weekend acrobatic performances, etc., will be entertaining activities coupled with the hotel room and board services into a combination of inexpensive packaged products.
(7) off-season vacation products. In the business off-season to a week, ten days of accommodation plus meals at a package price to guests. At the same time, in order to attract guests, but also planning and organizing guests to enjoy free entertainment.
(8) special event combination products. The development of this type of combination of products requires marketers to have creative and factual thinking, design both novel and economically and sales viable products, can use existing facilities and services to organize, such as table tennis, tennis, bowling tournaments and other activities to improve the hotel's reputation and image.
Planning publicity
Marketing in addition to the development of new products, new activities and projects, but also to introduce a unique way of publicity to attract customers, which should be in the advertisement planning and promotion to do more.
(1) you can choose the television, radio, newspapers and other media, regular reports on the hotel's newly launched special dishes, room environment, activities, etc., to improve the guests' sensory impression of the hotel.
(2) Use industry magazines, newspapers, travel itinerary brochures, guides, advertising flyers, direct letters and other ways to publicize the hotel's products.
(3) Invite well-known performances to build momentum, enhance the impact of the surface, to create the hotel's consumer hotspots, such as inviting the organization of provincial and municipal modeling contests, fashion shows; large-scale song, dance and instrumental music and other promotional methods.
(4) Designed to launch a beer festival, cuisine appreciation of the way to improve hotel consumption, increase efficiency.
Hotel marketing should not be limited to a stage, stuck in a mode, addicted to a state, it must be the most keen, the most advanced, the most unique sense of smell to create and design the best business model suitable for the development of the hotel business, so that the hotel business is more perfect, advanced and unique, so that the hotel industry is not in the fierce competition in the hospitality industry to lose.