The social basis of marketing is to meet the consumption needs of human beings. Hotels should effectively manage the customers who generate demand, analyze their characteristics, types, quantities and changing trends, and choose the tourist market that hotels should vigorously develop to carry out marketing activities. Let me introduce the problems existing in hotel marketing to you. There are problems in hotel marketing
First, a considerable part of hotel marketing management still stays in traditional marketing methods such as team work, signing contracts or simple sales promotion and low-level price reduction. Lack of market analysis and market positioning of their own hotels, or the analysis is not deep enough and the positioning is not accurate, which makes the hotel management strategy vague.
Secondly, the main focus of hotel sales at present is on understanding the competitors, and how to compete with peers in terms of scale, price, service and culture. It is only trying to explore its own "potential", and gradually it has formed a "closed door" and "behind closed doors", making the tourist market of its own hotel artificially smaller.
thirdly, the development of enterprises should be promoted? 81/21 rule? That is, 81% of the turnover of most enterprises comes from repeated purchases or consumption of 21% loyal customers, while the other 21% comes from those 81% free customers. Many hotels lack the research on the demand of 21% loyal customers, and do not consider how to attract them to stay, how to carry out activities such as eating, entertainment, socializing and consumption promotion according to their needs, and how to carry out "personalized" business sales.
the market is the source of the hotel's survival, and the main contradiction in the market is the contradiction between supply and demand. Therefore, the hotel's business thinking should take the needs of the market as the starting point and the foothold. We must push the enterprise to the market and seek survival and development in the market, so as to establish a leading position in the local industry. No matter how the hotel changes, it will never leave. Service? In the first place, service is the essence of the hotel industry, it is the product of the hotel, and it can not be replaced by hardware alone.
hotel marketing solutions
providing personalized service
people's consumption concept and demand are constantly developing to an advanced stage, and consumers have changed from the original quantity consumption and quality consumption to personalized consumption. The hotel provides life service, and the general psychology of the guests is always innovative, different and changeable. For example, people tend to be willing to accept various cultures in different places. If you blindly cater to the original lifestyle of the guests in the service, it will inevitably lead to the customers? Empathy? , can not achieve the desired results. Of course, innovative services can't be imposed on others. We should provide guests with a variety of choices, respect their choices and provide personalized services. Hotel innovation should be carried out according to the requirements of customers, especially? Customer database? The 21% loyal customer group. Most of them are successful people in a certain industry, and they have strong purchasing power. The evaluation and selection of hotels often affect many people around them, and their consumption tastes change rapidly. Therefore, in marketing strategy, loyal customers should be placed at the center of organizational structure, and long-term close relationship should be established by providing value-added and alternative services to members. Make old customers constantly feel new services and new changes, and enhance their loyalty to products.
Strengthening humanized marketing
The launch of special services will actually bring forth new ideas with different seasons for every hotel. As a hotelier, the most important thing is not only the pattern design of environmental facilities, but also the advantages and disadvantages of price, but the most important link: how to implement it by extension? How to make the service deeply rooted in people's hearts? This is the biggest issue that hotel operators are concerned about, that is, the launch of successful services is necessary to be implemented and promoted. Personalized service requires personalized marketing. What really captures the customer's heart seems to be the breath of humanity. If you have ever taken a flight of Singapore Airlines, I believe you will leave a deep impression on her, and many passengers even think it is a wonderful time in life that is worth remembering. Singapore Airlines is not a big company, and I'm afraid it will never become a big company in the world, but it is undoubtedly one of the best airlines in the world. The fundamental reason lies in the philosophy that employees of Singapore Airlines always uphold: treat customers like relatives. This concept goes deep into the bone marrow and is beyond words, which is reflected in the gestures of employees. In essence, humanized marketing is not a strategy, but a basic attitude and belief.
Pay attention to sales diversification
The planned economy in the past has developed into the market economy today, and it is no longer possible to maintain the survival and development of hotels by relying on single independent combat mode, which requires a change in concept and a fundamental change in marketing strategy. At present, it is urgent for hotels to realize standardization and internationalization. Hotels must respond to the development of personalized and diversified needs with innovation and change, and fully meet all the needs of the hotel's target tourist market with new ideas, new services and new culture. The injection of advanced management concepts into hotels can completely break through the localized market thinking inherent in the hotel marketing field and replace it with an open overall market positioning, thus having the most important new force as a hotel in order to achieve a qualitative leap. A win-win strategic alliance with shared resources and complementary advantages is particularly important at present. What follows is not only the mutual competition among enterprises, but also the interests of * * *? Interaction? And? Alliance? .
? Hotel VIP club? Planning, as an industry person, may not be too strange. Club marketing is a network membership marketing method. This method has been paid more and more attention and applied both abroad and at home. Shangri-La Hotel Management Group and Hilton Hotel Group were the first to launch the program. In 1993, Hilton Beijing Hotel was put into operation and achieved great success, which opened a new movement for domestic hotel marketing, and many hotels followed suit. It takes the establishment of membership system as the development-oriented form; In terms of operation strategy, we should take customer demand as the center and make full use of information resources, so as to accurately define the market positioning of the hotel and create its operating characteristics. In order to strengthen the hotel brand effect and improve the promotion strategy of incentive mechanism; Then, through the powerful and effective telemarketing system, we can help the hotel tap a group of loyal customers with high consumption power, which are the 21% loyal customers who create 81% profits for the hotel. According to valid statistics, the occupancy rate of hotels operating this program is often 11%-15% brought by such members, and the benefits in catering and entertainment are particularly obvious.
improve and stabilize the overall income of the hotel through frequent consumption of members in the hotel. Improving the influence and popularity in the local business community will not only ensure the consolidation and expansion of tourists, but also directly reflect the increase in the overall sales revenue of the hotel, so that the hotel can occupy a higher market share in the local market. As a result, it will create a service brand that conforms to the characteristics of the hotel, and truly achieve the popularity of hotel services, thus greatly enhancing the dominant position of the hotel in the local area. It fully makes up for the singleness and deficiency of the existing marketing strategy of the hotel. ? Hotel VIP club? The implementation plan of hotel marketing is exactly from the following aspects: in terms of conceptual understanding, using the 81/21 rule, putting customer share and loyalty in the first place; The goal is to fully tap the maximum market potential of the hotel from its characteristics. There is often a structural relationship between club members and club organizers that permeates and supports each other. There is not only a trading relationship between them, but also a solid foundation of partnership, psychological relationship and emotional relationship, so this marketing system is not a structural relationship that competitors can easily get their hands on.
the operation of the hotel VIP club project has a set of professional standardization. It has its professional operation requirements for the environmental layout of telemarketing, the recruitment, training and reward system of human resources, and the design of subject words. A small club has the organizational structure as a company, from the project director to the sales manager, as well as the finance, secretary, information management department, messenger and sales staff, the division of labor is completely detailed, which makes the hotel marketing work play a high-quality and efficient level in an orderly and breakthrough way. In addition to HMC company in the United States, there are a few professional marketing agencies for hotel club projects in China, which have also quietly emerged and operated. And it has become one of the most important organizational forms and the best marketing implementation methods for improving its influence and popularity, maximizing the profits and interests of hotels, and establishing a loyal customer resource pool, which conforms to the international development trend of China's hotel industry.
? Hotel VIP club? The operation of the project is based on a hotel in a region. The biggest feature is that the agency carries out all-round planning and direct investment operation, without the hotel making economic investment, and the risk base is low. Relying entirely on the resources of the hotel's software and hardware facilities, we will provide personalized preferential services for members, cultivate loyal customers of the hotel and maximize economic benefits for cooperative hotels. The introduction of this kind of marketing industry belongs to the new business philosophy and the best of modern hotels in the true sense under the new situation. Personality marketing? Implementation plan. Many new marketing ideas and promotion strategies embodied in its thinking mode of operation, management and operation are enough for hotels to learn from and use.
with the enhancement of China's comprehensive strength and the development of tourism, internationally renowned hotel groups have set foot in the China market one after another, and there has been a competitive situation. From the domestic point of view, the hotel is growing too fast, the potential supply and demand are unbalanced, and the era of meager profit has arrived. Looking to the world, after China's entry into WTO, chain operation has become the inevitable way for China hotel industry to meet the challenge. Enterprises should seek competitive advantages through a certain degree of cooperation and resource sharing, and seek complementary advantages from the outside. Hotel marketing skills
1. Hotel quality
A hotel's life depends on its quality, including its hardware and software
We often encounter that when the sales staff worked hard to pull customers to the hotel, they left because of the hotel's facilities and poor service, so it can be said that the resulting customer loss is terrible for a hotel and left. Therefore, before any marketing and promotion, we should first improve the quality of the hotel itself. Due to various reasons, it is impossible for the hardware to cover everything, but the service must be standardized or even more humanized and personalized. Only by doing this can we be qualified to do so-called various promotions.
second, loyal customers
the quality of humanistic promotion (customer maintenance) determines whether a hotel can have a group of loyal customers and whether it can ensure that the hotel has a high customer return rate.
Old customers are the cornerstone of a hotel's survival, and the customer return rate is also an important yardstick to measure a hotel's marketing. When we develop new customers, we often talk to our customers with hype, but when the customers really come to the hotel, we often ignore the internal marketing of the hotel. The guests feel despised in the hotel, which eventually leads to many customers but few who can really stay. Therefore, the hotel marketing department should cooperate with hotel departments to set up a customer maintenance system and provide perfect service to every guest who comes to the hotel through the leading guidance of the marketing department. And develop more potential customers through the word-of-mouth effect of customers, which requires the marketing department and the front office to formulate a set of perfect customer maintenance system.
third, characteristic marketing
the formulation of characteristic promotion should conform to the actual situation of the hotel.
every hotel has its own characteristics, some are good geographical location, some are good service facilities, and some are distinctive services, which requires marketers to analyze and make a clear positioning of the hotel's characteristics through the market examination room.
Take Qinghai Huade Hotel as an example. At the beginning of the building, Huade Hotel clearly put forward the hotel's characteristic concept. We are not a simple hotel, and we don't just provide food, shelter and transportation for our guests. We hope that our guests can get extensive help in Huade Hotel, whether at work or personally. We hope that every guest can treat us as their family, friends and colleagues? In the promotion activities, taking into account the needs of the guests, the hotel extended the check-out time of rooms to two noon, exempted the booking fee for the guests who checked in, and launched the activity of reducing the house price irregularly.
through these, we won the approval of customers, consolidated old customers and developed many new customers through old customers.
Fourth, advertising sales are very important for the promotion of the latest activities of the hotel.
Hotels have to make different promotional activities at different times in the face of different solar terms and festivals, which requires the support of advertisements. For small and medium-sized hotels, the advertising fee is too high to bear, so advertising should be released according to the characteristics of advertisements. For example, hotels offer room discounts. In this case, we choose This not only saves money, but also allows the guests who need it to get information. If the hotel launches catering activities, because the catering audience is wide, we must choose newspaper advertisements with a large circulation, so the use of advertisements must be based on the audience of advertisements. Another thing is that since we want to advertise, we should ensure that the contents of advertisements we want to advertise are not comparable to those of the same industry.
5. Online promotion
I'm new to it, and I can't say much about it, but I can feel his prospects, such as Tongcheng. com, which provides us with a platform for communication and broadens my horizons. I have seen many travel agencies I didn't know before, and I have seen many quotations and inquiries, which is also a rare platform for me to learn. I often tell you the latest offers and activities of my hotel through the internet here. I think online promotion will definitely be an important part of hotel marketing through time, practice and self-improvement.
6. Public relations promotion is an important means to develop new customers in hotels.
How to do a good job in public relations promotion? My personal view is to be a person before doing things. Of course, this requires the hotel's strong support, such as entertaining customers and business expenses, because public relations promotion is a person-to-person promotion, and interpersonal relationship is the key to the success of the promotion. Hotels often only ask marketers to run and pull more. In fact, I think the responsibility of public relations personnel is to keep in touch with customers and listen to them. I don't ask marketers to always talk about business when they go to customers. I only care about whether the relationship between marketers and customers is harmonious. Maybe you can't see the benefits for a short time, but as long as you stick to it, you will definitely get good results.
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