*55% of hotel general managers don't understand marketing management;

*50% hotel general managers don't know how to make sales policies;

*45% hotel general managers lack scientific market research knowledge;

*35% of hotel general managers don't study the market, and their positioning is vague;

*60% hotel general managers don't know how to formulate the overall marketing strategy;

*70% hotel general managers don't know how to start when building enterprise marketing network;

*40% hotel general managers don't know how to establish a price system, which is difficult to manage and control;

*40% hotel general managers can't start with the integrated application of advertising, public relations and promotion strategies;

*40% hotel general managers can't analyze the competition pattern and don't know what competition strategy to adopt;

*75% of hotel general managers can't handle the relationship between long-term strategy and short-term benefit;

1, establish a guest file collection system.

"Thousands of high-rise buildings rise from the ground", and the collection and arrangement of guest files is the basis for doing a good job in customer management. To understand a customer, we must first collect relevant information. This work needs to be carried out by all departments of the hotel at the same time. The marketing department should design the style of the guest information collection form, pay attention to the special needs, consumption habits, taboos and consumption records of the guests, establish a three-dimensional and all-round guest file, and regularly update the file to achieve "knowing people, knowing people and knowing each other".

2, with "emotion" moving, do a good job in customer maintenance.

At the beginning of the article, the author lists some disadvantages in hotel customer management. Careful analysis is rough and lacks individuality. Customer management doesn't want you to simply represent the guests, but to advocate "one-on-one" sincere care. For example, greeting cards can be written by salespeople, even if a few words are more human than printed ones. It is worth mentioning that hotels should consider whether it is necessary to use SMS platform to send hotel promotion information.

Many hotels like to send their recent preferential activities by SMS, such as "send them when they are full" and "annual big discount". I don't agree with this way. It is undeniable that SMS is a very timely platform, but it is not the most effective, especially now that all kinds of "spam messages" are flying all over the sky, and mobile phones belong to the category of private space. No customer wants to take the time to read some promotional information that they are not interested in, let alone send it regularly every month.

We should choose a good opportunity to impress people with "love". In this regard, the Oriental Hotel in Bangkok provides us with a classic service case. Yu Xiansheng went to Thailand on business and stayed in Oriental Hotel twice. Later, due to business adjustment, Yu Xiansheng didn't go to Thailand for three years. On Mr. Yu's birthday, I suddenly received a birthday card from the Oriental Hotel with a short message: Dear, you haven't been to our place for three years. We all miss you very much and hope to see you again. Today is your birthday, I wish you a happy birthday. Yu Xiansheng was so excited that tears welled up in his eyes at that time that he vowed that if he went to Thailand again, he would never go to another hotel, and he must stay in the Oriental Hotel. He would persuade all his friends to choose like him.

3, targeted design theme guest networking activities to promote communication.

In addition to sending greeting cards to guests and paying attention to their consumption habits, hotels can also try to design some targeted guest networking activities. For example, invite guests to hold fishing competitions, mountaineering activities, picnics, tea parties and so on. And take the initiative to establish a wider communication channel with guests, so as to transform the service and service relationship between hotel employees and guests into a friend relationship.

4. Pay attention to the establishment of talent marketing system.

The products that the hotel can provide are, in the final analysis, services. And the service is done by people. There are many ways to promote hotel products, such as print advertisements, TV advertisements, and personal sales promotion. Compared with advertising, the advantages of personnel promotion are more obvious, and it is easier for guests to accept and establish cooperative relations. Therefore, the hotel should pay full attention to the "people" factor, not only the sales staff need to strengthen communication with the guests, but also the staff of other departments should strengthen the publicity of the guests. Conditional hotels can consider setting up full-time catering sales in the catering department, setting up GRO in the marketing department, and maintaining the guest-guest relationship with full-time staff.

The formulation of goals should be an objective process. When the general manager lets the sales staff know what they need to achieve and why they want to achieve these goals, and then lets them plan how to achieve these goals themselves, they will really understand these goals and make detailed plans for them. If they can't do this, then their resumes must be dull.

Of course, what needs to be reminded here is that any general manager must understand for himself that the goals they set are realistic and feasible. In this case, if a salesperson complains to the general manager that these goals are unrealistic, the general manager should stick to his position. There are many choices here: if the salesperson feels that these goals are impossible to achieve, then he can choose to leave; If they are really good salespeople, they will find these goals a challenge for them and they will do them with passion.

5. Actively support the sales staff.

If the salesperson makes countless phone calls and still doesn't get much, it should be a problem of sales skills. At this time, they should be given some time. Of course, if a lot of time and training are invested in them and the result is still the same, then the general manager should stop immediately and make arrangements for the future of these salespeople. At this time, salespeople may be more willing to change themselves, change the environment and give themselves this opportunity. Maybe they will do better in other positions besides sales.

The market is always changing, and the needs of guests are ever-changing. When guests are no longer satisfied with the value exchange of "giving when they are full", and when the needs of guests have risen from simple accommodation needs to seeking respect and recognition, hotel marketers should pay more attention to the real needs of guests, and only in this way can they have a stable source of tourists. In the eyes of customers, the level and image of sales staff represent the level and image of a hotel.