The bell of the new century is about to ring, and the next century is called the era of "knowledge economy", "network technology" and "green environmental protection". As a sunrise industry in the 21st century, the hotel industry will face new challenges and unprecedented development opportunities. Who can follow the trend of the times, grasp the new demand of the market, and carry out management innovation in a timely manner, who will be the winner in the market competition? Many people in the industry engaged in hotel operation and management are conceiving new trends, new ideas and new strategies for future hotel development. Looking forward to the 21st century, the author thinks that the future hotel operation and management will present the following development trends.

1. Group development and brand management

With the globalization of economic operation and the transnational influence of market and resources, the world hotel groups are adjusting and merging every year, and the alliance and merger of hotel industry leads to the birth of larger hotel groups. For example, British Bath Company has successively merged International Holiday Inn Group and Intercontinental Hotels Group to become a larger and more competitive British Bath Hotels Group (Bass Hotels &; Resorts）。 At the same time, with the development of network technology, in addition to traditional ways, hotel sales make more use of the Internet for online publicity, online booking and joint promotion between different industries. Hotel brands will have great charm on the Internet, and brands will become more and more important. Only global and branded hotels will benefit from modern marketing.

second, market segmentation and diversified marketing strategies

with the development of tourism in the new era, the market demand is diversified and personalized. Hotels will pay attention to the segmentation of market demand, implement the strategy of "small market and large share", and win target customers by developing personalized products and providing personalized services. Many theme hotels with distinctive characteristics and clear market positioning are increasing, such as modern business hotels, youth hotels and motels. At the same time, with the change of customer demand and the intensification of market competition, the marketing strategies of hotels are diversified. New marketing concepts and strategies such as integrated marketing, niche marketing, ternary marketing, relationship marketing, political marketing, database marketing, green marketing and network marketing are constantly emerging. As philip kotler, a marketing authority, said, "Every year, the management of the company is required to rethink and update its goals, strategies and tactics." The rapidly changing situation often makes the principle of winning yesterday become obsolete today.

Third, create green hotels and advocate green consumption

In the future, the hotel industry will pay more attention to protecting the atmospheric ozone layer, balancing the ecological environment and saving energy and materials. Hotel buildings minimize the light pollution caused by modern buildings, and make good indoor lighting by using advanced geometric modeling; The hotel uses solar energy as much as possible to save the consumption of ordinary energy and reduce the pollution of the atmosphere; Hotels do not use consumables such as plastics and other inorganic compounds, but use low-grade products or wood products that are easy to decompose, which is beneficial to the balance of ecological environment; The sheets and towels in the guest room are best made of pure natural cotton or linen, and the soap should be pure vegetable oil soap to reflect the green service as much as possible; Rooms no longer need to change disposable items every day, and the replacement of sheets and towels also depends on the needs of guests. Many hotels have put such a card in their rooms: "If you don't need to change the sheets, please put the card on your pillow". Cultivate people's green consciousness and consumption spirit.

IV. Hotel owners turn to the real estate market, paying attention to making profits from real estate appreciation

With the increasingly fierce market competition, the declining average profit rate of the industry, the prolonged return period of hotels and the trend of collectivization and branding of hotel operations, hotel owners entrust the direct operation of hotels in the future to professional hotel management companies, because hotel management companies can make profits more easily through the export management of intangible assets such as management technology, marketing network and brand. On the other hand, hotel owners turn to the real estate market more, regard hotels as real estate investment, and pay attention to making profits from real estate appreciation.

5. The trend of miniaturization and flattening of management organization structure

The traditional organizational structure is mainly to set posts from the perspective of hotels, emphasizing professional division of labor and standardized management. In the future, hotels should consider problems from the perspective of guests, and require hotel management to pursue efficiency, pay attention to communication, be flexible and provide targeted services. The hotel tries its best to provide more effective service than its competitors, provide guests with as much convenience as possible, and advocate one-stop service. This requires the hotel's management organization structure to overcome the disadvantages of the original management level, slow information transmission, high management cost and low efficiency, and avoid excessive refinement and specialization of organizational division of labor. However, it tends to be miniaturization, simplification, flattening and organization of management organization structure.

VI. The hotel's intelligence level is constantly improving

With the development of Internet technology and the acceleration of the whole society's informatization process, modern technology, represented by electronic information technology, has gradually entered the hotel industry, and the hotel's intelligence level has been continuously improved, making guests feel more comfortable and convenient. Online booking and online promotion will gradually replace traditional telephone booking, mailing promotional materials and news media advertisements; The check-in procedure for guests is convenient and quick, and it is completely computerized. Guests can choose their favorite room type directly from the computer screen, instead of staying in any room assigned by the front desk as in the past. The guest's identity information will also be entered into the computer by using advanced computer scanning technology, avoiding tedious procedures such as manual registration and confirmation; The guest room is equipped with advanced VCD facilities, multimedia internet and electronic control technology, and guests can confirm their personalized service content through the computer display in the room. Such as: daily wake-up time, meal delivery time, clothes collection and delivery time, booking air tickets and banquets, contacting work units and conducting business contacts with customers, etc.

seven, employees first, adhere to people-oriented management

the competition in the 21st century is the competition of knowledge, in the final analysis, the competition of talents. In the future hotel management, we should establish the principle of "customers first, employees first." Our business philosophy makes the hotel a "home for guests and a home for employees." Hotels should pay attention to the training of employees and create relaxed interpersonal relationships, comfortable working environment, more promotion opportunities and higher wages and benefits for employees. Because employees are the implementers of services, only satisfied employees will provide satisfactory services. By giving employees greater power and responsibility, the managed person can realize that he is also a member of the manager, and then give full play to his consciousness, initiative and creativity, fully tap his potential, and make greater contributions to the enterprise while realizing his own life value.

VIII. The status of catering in hotels is being challenged day by day

"Food is the most important thing for the people". With the improvement of people's living standards and quality, the demand of guests for catering has further increased and diversified, and the catering industry is still one of the fastest industries in economic growth. At the same time, social restaurants are constantly emerging and blooming everywhere, and hotel catering faces stronger and stronger competitors. On the one hand, distinctive restaurants (such as theme restaurants) may continue to exist in hotels, while catering in business hotels will be weakened and catering in holiday hotels will be diversified; On the other hand, some hotels will highlight catering, let catering go out of the hotel and compete with social catering for the market.

9. Hotel services pay more attention to personalization

After 1991s, hotels gradually entered the era of personalized service. Many hotels with distinctive products and personalized services showed strong competitiveness and vitality in the market, while those hotels with strong similarities in products and no distinctive services all faced the crisis of survival. While providing standardized and standardized services for all guests, the hotel pays more attention to providing targeted and personalized services for different guests. Personalized service is an extension of standardized service. It is reflected in the sense of responsibility, emotional input, flexibility, supernormality, self-selection, etc. It can make the guests most satisfied and sometimes surprise them. For example, the "golden key" in luxury hotels is regarded by guests as "knowledgeable person", "Doctor All-around" and "expert" in solving problems, which represents the highest level of hotel agency. "Although you are not omnipotent, you must do your best. It is the service philosophy of" golden key ". China Golden Key promises to provide "efficient, accurate and perfect" services to tourists all over the world, and "Golden Key" has become a symbol of hotel quality service.

X. Hotels pay attention to the construction of corporate culture

The competition in the hotel industry in the 21st century is mainly reflected in cultural competition. Experts describe it as follows: "Half of profits are culture, and culture is also productivity". Cultural competition is a higher level competition. On the one hand, it is required to endow hotel products and services with certain cultural connotations, cultural atmosphere and cultural added value; On the other hand, building a kind of * * * same values among employees and creating a learning organization will make a strong organizational culture fully affect the realization of hotel management functions and the exertion of collective effectiveness.

Therefore, the hotel management major will remain a popular major in the next five years.