With the globalization of economic operations, markets and resources transnational impact, the world's hotel groups every year in the restructuring and mergers, the hotel industry alliances and mergers lead to the birth of a larger hotel group. Such as the British Bass Company has merged with the International Holiday Inn Group, Intercontinental Hotels Group, etc. to become a larger, more competitive British Bass Hotel Group (Bass Hotels & Resorts). At the same time, with the development of network technology, hotel sales in addition to the traditional way, more use of the Internet when the online publicity, online booking and joint promotions between different industries group, hotel brand on the Internet will have a huge charm, the brand will be more important, only globalization, branded hotel will benefit from modern marketing.
Second, a high degree of market segmentation and diversified marketing strategy
With the development of the new era of tourism, market demand is diversified, personalized situation. Hotel will focus on market demand segmentation, the implementation of the "small market, big share" strategy, through the development of personalized products and provide personalized service to win the target customers, many with distinctive features and clear market positioning of the theme of the hotel increased, such as: modern business hotels, youth hotels, motels and so on. At the same time, with the changes in customer demand and intensified market competition, the hotel's marketing strategy is a diversified trend. Integrated marketing, niche marketing, ternary marketing, relationship marketing, political marketing, database marketing, green marketing and network marketing and other new marketing concepts and strategies continue to emerge. As marketing authority Philip Kotler said, "Every decade requires a company's management to rethink and update its goals, strategies and tactics." Rapidly changing situations often make the principles that ran the business to win yesterday become obsolete today.
Twenty-first century hotel operation and management trends
Third, to create green hotels, advocating green consumption
The future of the hotel industry will pay more attention to the protection of the ozone layer of the atmosphere, the ecological balance and saving energy and material consumption. Hotel buildings as far as possible to reduce light pollution caused by modern construction, the use of advanced geometric modeling, so that good indoor lighting; hotel energy as far as possible to use solar energy, saving the consumption of ordinary energy to reduce atmospheric pollution; hotel does not use plastics and other inorganic compounds consumables, but instead of easy to decompose low products or wood products, in order to benefit the balance of the ecological environment; guest room sheets and towels are the best of the purely natural Cotton or linen fabrics, soap should choose pure vegetable oil soap, try to reflect the green service; guest rooms are no longer daily replacement of disposable supplies, bed sheets, towels, the replacement of the guest's needs. Many hotels have been in the guest room into such a card: "If you do not need to change the sheets, please put the card on your pillow." Cultivate people's green consciousness and the spirit of consumption.
Fourth, the hotel owners turn to the real estate market, focusing on real estate value-added in the profit.
Market competition is becoming increasingly fierce, the industry's average profit margin level is declining, the hotel's return cycle is extended as well as the hotel operation of the group, the brand trend, the hotel owners, on the one hand, will be the future of the hotel's direct operation of the more entrusted to the professional hotel management company to undertake, because the hotel management company through the management of technology, marketing networks, brands and other intangible assets of the output management, it is easier for the hotel owners to make a profit. Hotel owners are more likely to make profits through the output management of intangible assets such as management technology, marketing network and brand. On the other hand, the hotel owners more turn to the real estate market, the hotel as real estate investment, and focus on real estate value-added profits.
Fifth, the management of the organizational structure of miniaturization, flattening trend
The traditional organizational setup is mainly set up in the hotel's point of view of the position, emphasizing the specialization of division of labor, standardized management. The future of the hotel needs to stand more in the guest's point of view, the requirements of the hotel management to pursue efficiency, focus on communication, flexibility and provide targeted services. Hotels try to provide more effective service than competitors, to provide guests with as much convenience as possible, advocating one-stop service. This requires the hotel's management organization structure to overcome the original management levels, slow information transfer, high management costs and low efficiency and other shortcomings, to avoid excessive refinement of the organizational division of labor and specialization. And tend to manage the organizational structure of miniaturization, simplification, flattening and organic.
Sixth, the hotel is constantly improving the degree of intelligence
With the development of Internet technology and the accelerated process of information technology throughout society, represented by electronic information technology, modern technology, and gradually enter the hotel industry, the hotel's degree of intelligence continues to improve, guests feel more comfortable, convenient. Online booking, online promotions will gradually replace the traditional telephone booking, mailing promotional materials and news media advertising; guest check-in procedures are convenient and quick, fully computerized operation, guests can directly from the computer screen to select their favorite room type, no longer as in the past by the main desk to allocate which room on which room; guest identity information will also use advanced computer scanning technology into the computer, eliminating the need for manual registration, confirmation and other cumbersome The guest identity information will also use advanced computer scanning technology into the computer, eliminating the need for manual registration, confirmation and other cumbersome procedures; guest rooms are equipped with advanced VCD facilities, multimedia Internet and electronic control technology, guests can confirm their own personalized service content through the computer display in the room. For example: daily wake-up time, meal delivery time, receiving and delivering clothes time, booking air tickets and banquets, contacting with work units and customers for business contacts, and so on.
Twenty-first century hotel business and management development trends
Seven, the staff first, adhere to the people-oriented management
Competition in the twenty-first century, is the competition for knowledge, in the final analysis is the competition for talent. Future hotel operations should establish "customer first, employee first." The business philosophy, so that the hotel has become a "guest home, the staff home." Hotel should focus on staff training, to create loose interpersonal relationships, comfortable working environment, more promotion opportunities and higher wages and benefits. Because employees are the implementers of services, only satisfied employees will provide satisfactory services. By giving employees greater power and responsibility, so that the managed realize that they are also a member of the manager, and then better play their own self-consciousness, initiative and creativity, to fully tap their potential, in the realization of their own value of life at the same time, for the enterprise to make greater contributions.
Eight, the status of catering in the hotel is increasingly challenged
"Food for the people", with the improvement of people's living standards and quality of life, the guests of the catering needs to further increase and diversify the trend of the catering industry is still one of the fastest growing sectors of the economy. At the same time, the community restaurants continue to emerge, blossoming everywhere, the hotel dining face more powerful competitors. On the one hand, there are characteristics of catering (such as theme restaurants) may continue to survive in the hotel, business-type hotels in the catering will be weakened, vacation hotel catering will be diversified; on the other hand, some hotels will highlight the catering, so that catering out of the hotel, and the social catering to compete with the market.
Nine, hotel services pay more attention to personalization
After the 90's, the hotel gradually entered the era of personalized service, many products have characteristics, service personality of the hotel in the market to show a strong competitiveness and vitality, and those products are similar to the strong, no characteristics of the service hotel are faced with the survival of the crisis. Hotel guests in all stores to provide standardized, standardized service at the same time, pay more attention to different guests to provide targeted, personalized service. Personalized service is an extension of standardized service. It is embodied in the work of responsibility, emotional commitment, flexibility, extraordinary, self-selected, etc., it can make the guests most satisfied, and sometimes can also bring surprises for the guests. For example, the "Golden Key" in luxury hotels is regarded by guests as a "know-it-all", "universal doctor" and "expert" in solving problems. It represents the highest level of the hotel's commissioning, "Although it is not omnipotent, it must do its best", which is the service philosophy of "Golden Key". The promise of China Golden Key is to provide "efficient, accurate and perfect" service for travelers all over the world, and "Golden Key" has become the symbol of high-quality service of the hotel.
Tenth, the hotel focuses on the construction of corporate culture
The competition in the hotel industry in the twenty-first century is mainly reflected in the cultural competition, which is described by the experts as "half of the profit is culture, and culture is a productive force". Cultural competition is a higher level of competition. On the one hand, the requirements of the hotel's products and services to give a certain cultural connotation, cultural atmosphere and cultural value-added; on the other hand, the construction of a *** with the values of the staff to create a learning organization, so that a strong organizational culture to comprehensively influence the hotel's management functions and the realization of the collective effectiveness of the play.