according to the current hotel situation, we should first establish the idea of "taking the market as the guide and taking sales as the leader"; In order to better carry out the sales work, make the marketing plan and marketing promotion plan, and gradually implement them in the work.
chapter I objectives and tasks
1. objectives and tasks of guest rooms: 11,111 yuan/year.
second, catering target and task: 11,111 yuan/year.
iii. Start and end time: from year month to year month.
chapter ii situation analysis
1. market situation
1. in 2111, there were more than 11,111 hotel rooms in the city, and it is expected that 1~2 hotels will be opened one after another this year.
2. The competition will be fierce, and the phenomenon of "too many monks and too few porridge" will not be obviously improved, and the price reduction competition will continue.
3. Hotels competing with our store for team market this year include: Hongyun Hotel, Overseas Hotel, Haikou Hotel, Seascape Bay Hotel, Changsheng Hotel, Yuhai Hotel, Hairun Hotel, Financial Building, Gold, Wanhua, Nantian, Huitong, Wuzhou, Taihua and Osrock.
4. Our competitors in the individual market are Taihua, Seaview Bay Hotel, Changsheng Hotel, Overseas Hotel, Haikou Hotel, Finance, Hongyun, Osrock, Wanhua, Nantian and Haofu.
5. Forecast: The competition among the new hotel opening teams will be more intense; The individual market remains balanced; The conference market has great potential.
2. Excellent competition and disadvantages
1. The three-star hotel has a good geographical location.
2. The old Samsung Hotel has a high reputation and a full range of rooms.
3. The catering and meeting facilities are complete.
4. Surrounded by high-star hotels, the facilities and equipment are 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 middle-level consumer groups: (1) domestic standard team. (2) Overseas tourism teams. (3) Mid-range individual business travelers. (4) Various meetings.
1. The tourist market is divided into:
(1) teams-local travel agencies and travel agencies outside the island (Beijing, Shanghai, Guangdong, Southeast Asia, Japan, South Korea, etc.)
(2) individual travelers-first in Haikou and surrounding areas, then outside the island in Beijing, Shanghai and South Korea.
(3) meetings-government departments, enterprises and institutions stationed in Qionglai and business companies inside and outside the island
II. Division of sales season
1. Peak season: 1, 2, 3, 4, 5, 11, 11 and February (including Golden Week months: 11, 2, Three months)
2. Average season: July and August
3. Off-season: June and September
3. Travel agency classification
1. According to the size of the group, it is divided into three categories: A, B and C
a: provincial China Travel Service, Neptune, Fengzhi, Folk and Shanhai International Travel Service.
class b: shenzhou travel agency, provincial travel agency, municipal 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 different travel agency team prices 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 Service, China Aviation Holiday, Kang Hui Holiday and Key Tourism.
Land agency: Hong Kong and Macao International Travel Service, Haiwang International Travel Service and Shanhai International Travel Service
(2) Malaysia Southeast Asia Market
Land agency: Tianma International
(3) Singapore: Shanhai International Travel Service
(4) South Korea Market-Tropical Romantic Holiday Tour
Land agency:
Chapter IV Marketing Strategies in Different Seasons
In this chapter, different prices are set according to different months and golden weeks in the off-peak season, the proportion of teams and individual customers on a monthly basis, daily business income, monthly completion of tasks and work priorities in each month.
1, peak season: 1, 2, 3, 4, 5, 11, 11, February
★ October (31 days), March (31 days), April (31 days), October (31 days), 2111, 12. Average room price: 181 yuan/room
C, monthly average room occupancy rate: 91%, that is, 161 rooms/day
D, daily income: 9666 yuan for team, 11948 yuan for individual passengers
E, and total income for five months (153 days): 3,153,942 yuan.