Compared with the usual routine marketing activities, the holiday marketing of hotels has the effect of getting twice the result with half the effort, which is a comprehensive behavior in the strategic and tactical sense. Among them, improving hotel brand awareness has macro strategic significance, while improving hotel financial sales in the short term has micro tactical significance. Therefore, the holiday marketing of hotels is an organic combination of strategic deployment and tactical implementation. First, the connotation of hotel holiday marketing ● Time period of hotel holiday marketing From an economic point of view, holiday is a special event, so hotel holiday marketing can be understood as one of the branches of event marketing. At present, there are narrow and broad understandings of holidays. In a narrow sense, holidays are only located in China's holiday holidays. Corresponding to this understanding, holiday tourism mainly focuses on the Golden Week-Labor Day, National Day and Spring Festival. Besides, holidays in a broad sense also include all Chinese and foreign festivals, such as the traditional Mid-Autumn Festival in China and Valentine's Day in the West. The author believes that the understanding of holidays must be expanded flexibly in thinking, so as to seek more breakthroughs and creative cornerstones for hotel holiday marketing. ● Behavioral characteristics of hotel holiday marketing At present, the impression of the consumer market on hotel holiday marketing is still a few days before the holiday. Hotels make surprise sales through hype, various preferential activities or other creative activities. However, the number and duration of holidays are limited after all. This kind of surprise behavior, which lacks early preparation and late continuation, gives consumers the feeling that they are coming and going in a hurry, which can only form a short-term tactical effect at best and lack a solid foundation guarantee. Therefore, from a strategic point of view, the holiday marketing of hotels should not only stay in holiday promotion, but also be based on the overall marketing concept of hotels, integrating internal and external resources, so as to make it the strengthening and continuation of non-holiday marketing activities in a specific period. ● The internal motivation of the development of hotel holiday marketing. To examine the hotel holiday marketing, we must analyze two pairs of contradictions: the contradiction between holidays and non-holidays; The contradiction between price and quality. Two pairs of contradictions are interrelated and restrict each other. The contradiction between holidays and non-holidays is mainly reflected in the contradiction between hardware facilities and software services, the shortage of holidays and the oversupply after holidays. High-load operation of hotels may lead to price increase and quality decline, which makes the contradiction between quality and price particularly prominent in holiday marketing. Balancing and solving the contradiction between holidays and non-holidays, price and quality is undoubtedly the biggest challenge for the success of holiday marketing. Second, the four countermeasures of hotel holiday marketing The arrival of many holidays has stimulated the travel motivation of potential tourists. Faced with the attractive holiday market, many hotels have their own strengths and intend to occupy a larger market. For hotels, it is very important to make a scientific plan to cope with the changes in the holiday market: do a good job in market research and forecasting; In order to organize, finance, personnel and other aspects of scientific planning and budgeting; Reasonably formulate the distribution ratio of tourists, formulate detailed activity plans and countermeasures to deal with emergencies. When many hotels implement holiday marketing plans, it is easy to fall into the marketing cycle of "liking the new and hating the old". It has seized the "new territory" and impacted the "inherent territory". Therefore, in holiday marketing, we should not ignore the needs of original customers, especially loyal customers, and make appropriate reservations for them to ensure the satisfaction of these customers. Paying attention to another function of existing customers will help make new customers become repeat customers. Zhejiang International Hotel provides us with a good reference in this respect. During the "May 1" and "National Day" holidays last year, the hotel innovatively formulated a plan to maintain the holiday market, and placed holiday greeting letters and VIP card application forms in the guest rooms of the executive building, and distributed more than 611 VIP cards. According to incomplete statistics, more than 311 VIP cards have been used back so far. Through this method, the hotel has locked in more than 311 repeat customers. The hotel not only opened up a new holiday market, but also successfully maintained the stability of holiday tourists.