Hotel marketing is the leader of hotel management, and its work is directly related to the survival of the hotel. China's entry into WTO and the successful application for the Olympic Games have brought both opportunities and severe challenges to the hotel tourism industry. In addition, various factors such as networking, globalization, political and economic situation and social changes have brought changes to the hotel marketing environment, which has a noticeable impact on the hotel marketing strategy and tactics.

There are several problems in the current public relations marketing of hotels, which can cause us to think more or less:

First, a considerable part of hotel marketing management still stays in traditional marketing methods such as team work, signing contracts or simple sales promotion, low-level price reduction, etc. 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.

second, at present, the main focus of hotel sales is to understand the competitors, how to compete with peers in scale, price, service and culture, and just try to explore their own "potential", gradually forming a "closed door" and "behind closed doors", making their hotel's tourist market artificially smaller.

thirdly, the development of enterprises advocates the "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 the school of "service". Service is the essence of the hotel industry, and it is our product. It can never be replaced by spending money alone and relying on hardware.

Therefore, the "personalized marketing" of hotels should be considered from the following aspects:

First, provide personalized services.

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.

hotels provide life services, and the general psychology of 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 "empathy" of the customers and fail to 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 customers' requirements, especially the 21% loyal customers in the "customer database". 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 the marketing strategy, we should put loyal customers at the center of the organizational structure, and establish a long-term close relationship with members by providing value-added and alternative services. Make old customers constantly feel new services and new changes, and enhance their loyalty to products.

second, strengthen humanized marketing.

in fact, the introduction of special services will constantly bring forth new ideas with different seasons in 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.

third, focus on sales diversification.

From the planned economy in the past to the market economy today, it is no longer possible to maintain the survival and development of hotels by relying on single independent combat mode, which requires the change of concepts and the fundamental change of marketing strategies. 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 advanced management concept injected into the hotel can completely break through the localized market thinking inherent in the hotel marketing field and replace it with an open and 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 resources and complementary advantages is particularly important at present. What follows is not only the mutual competition among enterprises, but also the "interaction" and "alliance" of interests.

the "hotel VIP club" program may not be too strange as an industry person. 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 is a development-oriented form based on the establishment of membership system; 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.

The hotel marketing implementation plan of "Hotel VIP Club" 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.