The primary problem of hotel management today is the demand of hotels. Hotel marketing can also be said to be a management science that studies market demand. Its task is to manage the demand of the tourism market. In order to better achieve the hotel's business objectives. So what's the market like today?
(A) the negative demand situation and distorted marketing. Negative demand means that guests don't like or dislike a hotel and deliberately avoid buying the products of the hotel. For example, two guests in a hotel were murdered in the store, and for a long time, the guests were reluctant to go to this hotel for consumption. Another example: the former HSBC Hotel, which was destroyed by an electrical fire, is now renamed Hart Business Hotel. After reopening, there are still few guests, and it is said that it will close again. This kind of negative demand is really too bad. In this case, the hotel manager should analyze the reasons why the guests don't like it. Improve the quality of service and reshape the hotel image with powerful promotion means. At this time, the marketing task of the hotel is reverse marketing. Turn people's resistance. Turn negative demand (no demand) into positive demand.
(b) there is no need to sum up and stimulate marketing. The absence of demand means that the market is indifferent and uninterested in hotel products. For example, a newly-built hotel has few customers because the guests don't know about it. In this case, the hotel must try to make consumers interested in it. Stimulating demand turns no demand into stimulating marketing when there is demand. For example, some big hotels use 50% discount before opening to attract consumers and stimulate their understanding.
(3) Potential demand and development and marketing. Potential demand: refers to the customer's inability to meet the existing production or service in the market. Or hidden needs. For example, some working-class people yearn and fear high-end hotels. In view of this situation, hotels should understand this market demand and develop appropriate products and services to meet this demand. For example, "Five-star Great Wall Hotel in Beijing" launched the development and marketing strategy for the working class nationwide for the first time. Five (55555) buffet services were launched. Let the working class enjoy it once in a five-star hotel without spending a few dollars. The "Five Five-Year Plan" refers to: adult 50 yuan, one vote, 50 kinds of dishes, 50% off drinks and 50% off five-star service for children. Great Wall Hotel's martial arts service was very popular after it was launched.
Declining demand and restorative marketing. If any hotel keeps the dishes and tastes unchanged for a long time, there will inevitably be a situation of large demand (fewer patrons). For example, people are no longer willing to eat Cantonese food, and you still sell Cantonese food mainly. Who wants to eat it? Therefore, restaurants must constantly change their products and services if they want to restore their previous market share. For example, a hotel in Beijing offers a Christmas dinner every year. Because the interest of guests has faded this year, customers have decreased year by year. Later, some hotel executives proposed to develop new sales hotspots. Valentine's Day packages and Valentine's Day gifts will be launched on February 14. Innovative products such as couples' parties are advertised in newspapers. As a result, the turnover greatly exceeded the Christmas dinner. Marketing is used well, not afraid of the decline in hotel demand.
(E) irregular demand, synchronous marketing. The off-season of the hotel is obvious, and the guest demand is irregular, with the peak in April, May and September 10. 65438+February 65438+1October is the off-season (off-season), and hotel managers must make adjustments by means of flexible prices. The relationship between supply and demand implements a marketing plan that is synchronized with the irregular off-season. (For example, off-season prices and peak season prices are implemented; Stay in winter and eat in summer)
(6) Transitional demand and compressed marketing. In the season of many guests. There is often a phenomenon that the hotel reception level is not high and it is too busy. In this case, the hotel's ultra-negative operation will greatly reduce the service quality, so it is necessary to raise the price. Reduce demand by means of reducing sales promotion, etc. or continuously make customers reduce demand.
(7) Unhealthy demand. For example, some guests prefer ladies and gentlemen, and services such as gambling and drug abuse. Hotels must not provide services to meet this unhealthy demand. Be sure to use boycott marketing in time to boycott (boycott needs to clear the hotel, pay attention to the normal environment and atmosphere of our hotel.
(8) Fully demand and maintain marketing. Some repeat customers are satisfied with our hotel. We use maintenance marketing to make customers like our membership card more. Preferential meals, gifts, etc. To their liking.