This article comes from the planning and management of hotels brought into Hong Kong. Abstract: With the increasingly fierce competition in the hotel industry and the increasing demand for personalized consumption of customers, the role of hotel guest history files in hotel management and service is becoming increasingly significant. It is necessary to effectively establish a guest history file system to provide more powerful support for hotel management decision-making and product system adjustment. It is of great significance to establish a guest history file to improve hotel service quality and improve hotel management level. The hotel guest history file refers to the customer information data and related evaluation data consciously established by the hotel in the daily operation and service process. It is an important part of the hotel information resources, the basis for forming a good relationship between the hotel and its customers, and the premise for building a hotel product system. The management of guest history files will directly affect the degree of social and economic benefits of the hotel, which is related to the survival and development of the hotel. Therefore, in order to further enhance the comprehensive competitiveness of the hotel industry in China, it is very necessary to conduct a more in-depth study on the management and application of hotel guest history files. The customer history file should include the following three basic contents: first, the customer's regular file. Including corporate customer files and individual files. The corporate customer file mainly includes the company name, nature, business content, address, name of the person in charge, name of the contact person, contact information, main consumption demand, recognized house price, consumption discount rate, payment method and other information provided by both parties when signing the agreement. The individual file refers to the first-hand information left by the guest when booking and registering, mainly including the guest's name, gender, date of birth, unit, permanent residence, valid ID card category, number, contact information, reason for arrival, room rate, time of stay, payment method and other elements. Second, the hotel consciously collects personalized files of customer consumption. This mainly refers to the information of customers' consumption demand characteristics, behavior characteristics, personal hobbies, etc. collected by the hotel consciously and actively through different channels and methods in various service areas of the hotel, including customers' family status, education background, professional title and position; Brand pursuit of bath products; Selection of pillow height and mattress hardness; Reading habits; TV programs and entertainment preferences; Eating habits, taste characteristics, hobbies of tea, coffee and alcohol; Requirements for lighting, air conditioning temperature and bath water heat; Hygienic standards; Other personal hobbies; Evaluation of hotel products and services, etc. Third, customer information analysis files. Customer history archives are the confluence of customer information, and the management and service strategies based on the scientific analysis of customer information are the real embodiment of the value of customer history archives. Customer information analysis mainly includes the following aspects: (1) customer profile analysis, including customer level, risk, hobbies, habits, etc. (2) Customer loyalty analysis, which mainly refers to customers' recognition and enthusiasm for purchasing various hotel service products; (3) customer profit analysis, mainly refers to the marginal profit, total profit and net profit of different products consumed by customers; (4) customer future analysis, including the future development trend of customer quantity, category, potential consumption capacity, and the means and methods to win customers; (5) customer promotion analysis, including advertising, publicity, emotional communication plan, etc. After-sales service: celebrations, weddings, factory celebrations, birthdays, festivals commemorating customers' special customs, and children's further education. Only the customer history files organically composed of the above three contents can form a perfect system, build a combined platform of hotel customer relationship management system and customer loyalty system, and realize the customer history files to provide basis for business decisions. The customer history file is a valuable resource and wealth of the hotel. Through the customer history file, the hotel can more accurately understand the market trends and characteristics, grasp its own customer source structure, consumption composition and customers' requirements and opinions on hotel service products, so as to adapt to the changing trend, make correct decisions, improve product pertinence and enhance customer satisfaction. The functions of the hotel's guest history files, which occupy the market more stably, are as follows: 1. The hotel industry is a service-oriented industry, and the products it provides must adapt to the ever-changing consumption demand of its own source market. Through the management and application of the guest history files, the hotel can timely grasp the changes of the customer's consumption demand, adjust the service items in a timely manner, and constantly bring forth new products to ensure the continuous provision of targeted and attractive new products to the market, so as to satisfy customers' novelty, novelty and characteristics. The innovation of hotel product system is the vitality of the hotel, and the scientific establishment and application of guest history files is the basis to enhance the innovation ability of the hotel. 2. It is conducive to improving the service quality of the hotel. The hotel industry is a hospitality industry. Nowadays, the personalized characteristics of customers' needs in the world are becoming more and more obvious, requiring hotels to follow up in time to create a warmer and more humane consumption environment and space for customers. The customer history file is the combined platform of the hotel customer relationship management system and the customer loyalty system. On the one hand, the function of the customer relationship management system is to fully understand the customer's hobbies and personalized needs through in-depth analysis of customer information, and to develop "tailor-made" products, which greatly improves the customer's satisfaction; On the other hand, the role of customer loyalty system is reflected in the personalized service and a series of "one-on-one" emotional communication between hotels and customers. Customers will have a sense of trust in the hotel and think that spending here is more reliable, safer and more dignified than other places. Customer satisfaction will be sublimated into customer loyalty, and the quality of hotel service will be further recognized by customers. 3. The scientific application of guest history files will help the hotel to cultivate a large number of loyal customers, on the one hand, it can reduce the pressure and investment of the hotel to explore new markets; On the other hand, loyal customers are familiar with the hotel products and service environment and have a sense of trust, so their comprehensive consumption expenditure is correspondingly higher than that of new customers, and the higher the customer loyalty, the longer they stay loyal, and the better the hotel's benefits. 4. It is beneficial to improve the hotel's work efficiency. The guest history file provides detailed basic materials for the hotel's business decision-making and service, which enables the hotel's business activities to be targeted and avoids unnecessary waste of time, energy and funds. Because of the familiarity with customer consumption, employees' service preparation is easier. The establishment of good customer relationship will also help to improve the working atmosphere of the hotel, the enthusiasm and initiative of employees will be effectively brought into play, and the overall working efficiency of the hotel will be greatly improved. 5. The dominant brand word-of-mouth effect is the key factor of hotel brand building. A notable feature of loyal customers is that they will recommend hotels to society, colleagues, relatives and friends. Voluntary publicity of the hotel's products and advantages has established a good reputation for the hotel and brought new customers. Classifying and cultivating loyal customers according to customer history files can create more important marginal effects for hotels. How to extract effective information from the complicated and complicated customer information and form a scientific customer history file is a very difficult job. Therefore, the management and use of guest history files must pay attention to the following links: 1. Establish the file consciousness of the whole store. The information of guest history files comes from the details of daily customer service, which is by no means a resource that a few managers can get in the office. It needs the great attention of all hotel employees, and they should collect it consciously while serving customers. Therefore, hotels should constantly instill the "customer-centered" business philosophy in their daily management and training, publicize the importance of guest history files and cultivate them. 2. Establish a scientific customer information system. The collection and analysis of customer information should be an important part of the hotel's daily work, and the collection and analysis of customer information should be institutionalized and standardized in the service procedures. For example, it can be stipulated that senior managers should contact at least 5 customers every month, middle managers should contact at least 15 customers to understand customer needs, and ordinary employees should provide more than 2 pieces of customer history information every day. In daily service, employees should be prompted to observe the main points of guest consumption, such as the number of pillows used by guests, the types of tea in teacups, the channels where TV stays, the temperature adjusted by air conditioning, and the utilization of items equipped in rooms. Food and beverage staff can pay attention to the types, tastes and brands of drinks selected by guests. The number of dishes left behind, the requirements for soy sauce, vinegar and pickles during dining, etc., can capture a lot of consumption information of guests from these details. At the same time, the system of customer information analysis meeting should be established on a team basis, and each employee should participate in it. According to his own observation, he should evaluate the consumption habits and hobbies of the guests and form a useful customer history file. 3, the formation of computerized management With the development of hotel management, the number of guest history files will be more and more. For example, the number of individual guest files in Dongdianbao, Bangkok, which has been rated as the first in the world for 21 years in a row, has reached more than 211,111. At the same time, it is very difficult to manage many guest history files manually, which will change with the change of customers' living conditions. Therefore, the management of guest history files must be incorporated into the hotel computer management system. The computer management system is the basic function requirement of the hotel. In the management section of the guest history file, it should have the following functions: first, timely display. At each service terminal of the hotel, as soon as the basic data of the guest is obtained, the system can automatically display the relevant information of the guest immediately, providing a basis for the reception of the guest; Secondly, the retrieval function, computer retrieval is one of the symbols of the modernization of archival information, and the guest history archives should be easy to supplement, change and query at any time; Third, the function of information sharing. In order to play a role, the guest history files must be quickly transmitted between hotel departments. It is the basic requirement of guest history file management to achieve the function of sharing the resources of guest history files through the hotel computer management system. 4. The marketing department and public relations department of routine hotels that use the guest history files to carry out business services should strengthen communication and contact with VIP customers, repeat customers and long-term cooperation units according to the information provided by the guest history files, so as to make it a daily routine work. For example, through frequent return visits, asking for opinions after people live, giving flowers to customers on their birthdays, mailing a greeting card during festivals, themed hotel activities, mailing promotional materials when new products are launched, etc., the relationship between hotels and customers can be pulled in, so that guests feel cordial and respectful, and their loyalty will be greatly improved, so that even if customers occasionally have opinions on hotel services. And I won't leave you easily. In a word, the management and application of hotel guest history files is a systematic project, which needs the hotel to attach great importance to and actively explore to form a scientific and complete system, so as to analyze all aspects from the accumulated consumption records of guests, provide favorable decision-making basis for managers, and make it the wealth of hotel business decision-making. (The comments and analysis of the above-mentioned exclusive Hong Kong hotel planning and preparation team are welcome to participate in the blog and respect the original copyright! If you need to reprint, please indicate the source. )