China's second- and third-tier city hotels due to the investment structure factors, a large number of property development supporting high-grade hotels, resulting in an imbalance between supply and demand, low occupancy, and house prices can not go up, and each other's price pressurization, vicious competition has a universal nature. The result is the enterprise loss, owners dissatisfaction, managers depressed, staff turnover. High, medium and low-grade products should be developed reasonably according to regional market demand. At present, a large number of international brands have entered the third and fourth-tier cities, performance or not, the market does not support is one, the management cost is large is two, member **** enjoy the effect is difficult to play is three. Local brands and single hotels, investment scale and structural control there are also shortcomings, therefore, the product surplus, product structure is not good to form an inherent weakness. Demand is not shifted by human will, the market demand by different groups of objective formation, the hotel only market-oriented, efforts to adjust the structure and products, in order to win the initiative. In the past two years, the whole industry losses, the root cause or overcapacity and structure out of the question.
Shanghai last year, the situation is better. This year is better, basically all the hotel performance have increased. Reasons are manifold: First, since last year, the National Convention and Exhibition Center put into operation, bringing a large number of business guests; Second, the operation of the Free Trade Zone also makes Shanghai's international business city function further strengthened; Third, Shanghai's ability to comprehensive regulation is stronger, part of the hotel into office buildings, pension apartments, etc., high, medium and low products based on the market orderly regulation, so that the relationship between supply and demand has been relatively balanced.2016 Disneyland After the opening of the hotel industry, the situation will be more optimistic, and will make the neighboring cities of Jiangsu and Zhejiang have a linkage effect.
North, Shanghai, Guangzhou coastal cities and the central and western regions of the economy is very different, the consumer structure and demand there are also differences, therefore, we have to analyze the market, design products, adjust the product according to local conditions, never blindly follow or take the customary business management approach. To do research on market demand, positioning, decision-making.
Two, pay attention to the multifaceted nature of the network
The Internet has changed people's way of life, the hotel has also brought a huge revolution. The hotel entity business a large number of losses, and OTA business interests are rich. Internet booking is fast and convenient. The scope of the source of customers to expand to all over the world, this is a good thing. But the hotel management is a little careless, online bad reviews can also make the enterprise reputation damage, coupled with the current network management is still deficient, the water army can use the network to reverse right and wrong, confuse black and white. The hotel is in a passive state, and OTA's high commissions have increased the burden on the hotel.
In view of this, the hotel is a solid grasp of quality management, strengthen the guest experience, and strive to do every aspect of the problem, pay attention to every detail. Second, through the service to make up for deficiencies in product features and management, good service can alleviate the dissatisfaction of guests. Third, through the network publicity, grasp the principle of advertisement embellishment moderation, so that guests' expectations are lower than the actual product and experience value, the higher the expectations the greater the disappointment. Fourth, through the network to establish guest satisfaction feedback channels. International brands have done very well on this point. Fifth, the hotel has a variety of platforms, such as WeChat, and OTA to establish cooperation, to focus on the development of corporate membership, OTA can leverage, but can not be completely relied upon. International brand member bookings accounted for more than 30% of the local and single hotel members are almost insignificant less pathetic. Sixth, there are currently a large number of hotels ignore the use of the official website, many of the information is a few years ago. Product promotion, booking function almost did not play a role. Seven is to pay great attention to online reviews, each online review should be carefully analyzed, as long as the guests have a little dissatisfaction, we should pay attention to, check, understand, rectify, and strive to make all guests satisfied.
Three, pay attention to the characteristics of the business
In recent years, the characteristics, culture, theme, boutique, fashionable hotels have been born. This is a sign of market maturity. Different consumer groups have different consumption habits and needs. It is a right choice to make the hotel form distinctive selling points by creating specialties so as to enhance competitiveness. However, due to our features and culture, features and themes, boutique and theme and so on between the concept of insufficient understanding, the domestic success stories are really not much, so that the phenomenon of copying from the East to the West, the phenomenon of blindly following the trend of the clouds. Many hotels have strong cultural characteristics, but the core product is not in place. Research, I found a lot of hotels in the cultural characteristics of the article, the room rate is the same as no characteristics of the hotel. Can not reflect the cultural value-added products, strictly speaking can not be called the true meaning of the characteristics of cultural hotels. Nanxiang Jiangnan stove has product features, cultural experience, benefit support, very successful, worth studying. Boutique hotel prices can not be higher than the same grade hotel in the same area, can not be called boutique. Boutique, first of all, quality, including service quality, at the same time, should have a certain degree of luxury, coupled with cultural characteristics, the three have a natural price can go up. On the contrary, there must be short boards, do not have boutique conditions. Characteristics of the concept of the hotel, not only in the design, construction, decoration, products, but also in the service, operation, management mode and other software aspects of the show.
The core product of the hotel is the guest rooms, catering, so that guests live comfortably, meals are delicious is the basic requirements, leisure, fitness products are also very important, the product is fundamental, culture and features is the icing on the cake, if the cart is put before the horse, any cultural features are a mirage.
Four, focus on health management
Recently, Tencent video reported four hotels in Hangzhou, two of which are economic, two international brands of four- and five-star hotels, there are employees in the guest room bathroom cleaning, with the same rags to wipe the basin and toilet, although it is an isolated phenomenon, but the reporter through the miniature camera will be the video released on the Internet by the community's attention. Media monitoring has a positive side, it allows hotel managers to walk on thin ice, to strengthen the work of duty, but the negative effect on the hotel industry is also great, which can not help us hotel managers to pay close attention.
Sanitation management involves safety. The National Tourism Administration has carried out an unprecedented toilet revolution. Toilets as an entry point to strengthen the management of the tourism market, starting with the most basic toilet hygiene, reflecting the industry's determination to self-improvement and self-revolution.
High-star hotel hygiene management involves a wide range of difficulties. Catering hygiene supervision includes the procurement of raw and auxiliary materials, processing and production, tableware cleaning and disinfection and other links. Kitchens have washing and disinfection equipment, tableware disinfection is relatively safe and controllable. Shandong Mansion has done a good job in raw material inspection of food. They set up a professional organization, configure special equipment, all-round, whole process control. Guest rooms are more difficult to regulate, such as the cleaning of cups and glasses, the conventional model is that each guest room floor is equipped with washing and disinfection room. The problem is that the cleaner is piecework system, in the case of labor tension, a person every day cleaning more than 12 rooms, busy time to reach more than 16 rooms. This is obviously too much and not enough time, and it is difficult to ensure the quality of hygiene. Provisions are not allowed in the room cleaning cups and glasses, but is to move to the floor cleaning, if not set up special cleaning, or let the cleaner to clean their own words, the quality is still difficult to guarantee. This requires hotel reform, one is to clean the number of rooms should be limited, the second is that the cup should be the same as the grass, after the withdrawal of the use has been cleaned and disinfected, replaced the cups, set up a special person to clean and disinfect, the vast majority of hotels is to do so. But the key is how to supervise, a person operating in the room, without supervision, all by self-consciousness and professionalism, as long as there is a person who is not in place, out of place, the negative impact will be difficult to undo. Therefore, the room cleaning exactly how to change, especially bathroom cleaning, can achieve effective supervision, etc., need to industry **** with the discussion. Loss of power to supervise and control will produce corruption, factory production products require strict site management and quality control, hotel guest room cleaning is a person independent operation, relying only on the provisions of the rules and consciously can be reliable? Speaking of catering and guest room bathroom, and then talk about the guest room and catering fabric washing, five-star hotels basically have a laundry room, professional equipment, special washing materials, dedicated management, should be assured, but a large number of small and medium-sized hotels, including economic, they are small in volume, generally not with the laundry room, external processing should be a direction, socialization and division of labor refinement, the question is whether the quality of management can meet the standard, using What brand of raw materials, whether the classification of washing, disinfection is in place, these are required to support the corresponding measures: agreement, supervision and inspection, penalties and compensation and so on. Only when measures are in place can quality be guaranteed. In addition, the hotel also involves the disinfection of swimming pools, drinking water system activated carbon regular replacement, air-conditioning pipeline filter regular cleaning and so on.
In short, our hotel management to strengthen the health and safety awareness, solid work measures, truly guest-centered, to carry out a series of work, so that guests in the hotel safety consumption is the minimum requirement, and then again is comfortable, satisfied and happy personalized experience.
Fifth, focus on business model innovation
Internet +, hotel +, in the final analysis, is the use of the network to achieve product extension, extension can be in the industry, but also cross-border, which is the integration of resources, is the direction of the current and future exploration. The hotel's various operating blocks can also be imported to participate in the operation of professional brand companies, such as: SPA, leisure, fitness, specialty restaurants and so on. Yangzhou Yingbin Hotel has good practical experience in cross-border integration and product extension.
The hotel outsourced part of the block, first, in order to form a characteristic advantage to increase revenue generation, and second, to reduce the pressure of operation. Objectively most hotels have outsourcing phenomenon to varying degrees. Some hotels have introduced brands and operated products to form characteristics and better earnings. Operators use the hotel's hardware, cultural and historical deposits and the social reputation of high-star hotels, through the characteristics of the product coupled with personalized management to achieve a win-win situation, which is mutually supportive, complementary good. Shanghai Jinjiang Hotel North Building introduced the Yongfu cuisine, do very successful. There are also some hotels in the area of contracting, focusing on collecting rent, do not give supporting support, supervision and coordination are not in place, leading to a decline in quality of operation, such as the emergence of illegal phenomena such as ripping off customers. Some hotels to rent out the mall after a large number of business crafts, price tens of thousands or even hundreds of thousands of a piece, the transaction price of only a few thousand dollars. This status quo if not changed, over time, will have an impact on the hotel's reputation. Guests will associate, the hotel's mall so false open price, sell what goods? Catering products and what kind of raw materials? Other ......
The new normal, the need for a new business model, there *** with the development of profitability mechanisms, leverage each other, play to the strengths, not a kick in the pants, simplistic rent collection or stay in the primitive stage of a single win, win-win, *** win is the direction.
Enterprise success or failure by management, enterprise development by innovation, highlights selling point by characteristics, sustainable development by the brand, the international brand localization, local brand internationalization, single hotel brand, which is the future trend. The traditional hotel management model must be gradually updated, with the market, with consumer demand to bold change and innovation. In fact, the new focus of business management is much more than these five points, this article is just a brick to attract jade.