hotel marketing planning scheme 1

There are off-peak seasons for merchandise sales, and hotel products are no exception. For different enterprises, the off-season time allocation is naturally different. After the popularity of our hotel in the spring of the lunar calendar, the overall sales volume has declined, which is also the contradiction between the off-season and the peak season that has always existed in the hotel business.

In fact, being weak and not being weak is only relative. In the case of the overall decline in market sales, as long as you work hard and pay, you can still make your sales share have a greater room for improvement. In view of the arrival of the off-season, this marketing plan is specially made.

1. Purpose of the activity

1. Expand the tourist market through cooperation with travel agencies, tourist attractions and taxi companies.

2. Directly or indirectly promote the potential customers inside or outside the hotel, stimulate secondary consumption, strive for more repeat customers, urge customers to eventually become old customers and VIP guests of the hotel, and finally increase the sales of the hotel.

II. Activity time

April 1, 2111 to August 1, 2111

III. Departments involved

Sales Department, Catering Department, Front Office Department, Housekeeping Department

IV. Activity theme

Warm spring carnival season, welcoming with courtesy.

V. Activity plan

(1) Promote in various ways to make the off-season not dull

Method 1: Contact the local travel agency in advance to attract customers for our hotel in the form of commission.

The specific operation is as follows: the person in charge of the travel agency who brought in team customers for our hotel will pay 5 yuan money as commission for each room, and settle in cash on the same day.

mode 2: make alliances with various tourist attractions for mutual benefit.

the specific operation is as follows: after reaching an agreement with various tourist attractions through consultation, all guests who hold our hotel vouchers can use them as cash when they stay in our hotel for consumption. (Vouchers are valid during the activity, and are invalid after expiration. Vouchers are not discountable and are used to offset the consumption of hotel rooms and restaurants. ) or you can enjoy tickets and consumption discounts when you spend money at various alliance tourist attractions with our hotel vouchers (depending on the agreement of each attraction).

mode 3: contact the taxi company to provide long-term cash rebate for taxi drivers who are sent to our hotel.

The specific operation is as follows: Give the driver a discount card with his license plate number. If a guest enjoys a discount with this card when registering, he can get a cash commission of RMB 11 for the owner, and settle the account at the end of the month or cash it immediately.

(2) Give preferential treatment to customers and expand the incentive plan

Offer 1: All foreign individual travelers who stay for 8 times in a row in the current month can give away 1 ordinary tickets or ordinary standard tickets for free. Or a social individual who stays for 3 consecutive nights, give 2 bottles of mineral water.

discount 2: when you book a deluxe room or a landscape room in June and July of 21__ two months in advance, and confirm and pay the corresponding deposit in time, you can enjoy a crazy discount of 61% off the retail price. (The specific operation method is to be determined)

Offer 3: Cooperate with banks, and guests with designated bank credit cards will be given 1 vouchers when spending money at the hotel.

offer 4: use one day a week to get a few rooms for special price. (Use the POP card in front of the store for publicity)

6. Advertising

1. Make vouchers and discount cards printed with the hotel profile and geographical location, and pay the consumption instructions to highlight the unique corporate culture.

2. Advertise road signs in nearby tourist attractions and railway stations, aiming at business and government officials who are in transit or visiting.

3. During the activity, the preferential policies will be scrolled on the electronic screen all day.

4. Spray painting or POP publicity in front of the hotel.

VII. Advertising budget

The distribution of advertising budget is as follows:

1. The production cost of vouchers is controlled to _ _ _ yuan.

2. the production cost of the discount card is controlled to be _ _ _ yuan.

3. The advertising expenses of scenic spots are controlled at _ _ _ yuan.

4. The cost of inkjet printing in front of the store is controlled as _ _ _ yuan.

Total:

VIII. Overview

This activity plan aims to improve the hotel's popularity, customer loyalty and hotel sales in some aspects in the off-season. I hope relevant departments can cooperate, and if there are any deficiencies, they can actively testify and supplement.

Hotel Marketing Planning Scheme 2

At present, the competition in the hotel industry is becoming increasingly fierce, and consumers are becoming more and more mature, which puts forward higher requirements for our hotel operators. In the off-season this year, we plan to make a series of adjustments to the sales work of the marketing department to attract consumers to our store and improve our operating efficiency.

1. Analysis of market environment:

1. Problems existing in the operation of our hotel

(1) The positioning of target customers is not accurate and too narrow.

generally speaking, the off-season operating conditions of hotels in our city are generally not good, the main reasons are that there are too many hotels, the supply exceeds the demand, and the operating methods are similar, without their own characteristics, or the positioning is too high, which is difficult for consumers to accept. In addition, there are some problems in the service quality of some hotels, which affects consumers' confidence in spending in hotels.

there are also some problems in the operation of our hotel, so we should reflect on the positioning of the target market. We should fully tap our own advantages and broaden the market. Our hotel's target market positioning is unreasonable, which is the main reason for poor efficiency.

the east area where my hotel is located is an urban area with low consumption level, and most residents are ordinary employees. However, the hardware level and service quality of our hotel are superior in this area. We aim at the middle and high-end hotels in the market, facing the middle and high-end consumer groups, and cannot attract the residents in this area.

(2) advertising is not strong enough, and the market awareness is small.

Although our hotel belongs to Qinghai Intermodal Group, the society doesn't know much about our hotel, and our hotel hasn't advertised, which leads to the low popularity of our hotel.

2. Analysis of the surrounding environment

Although the overall consumption level of our district is not high, the location of our hotel is unique. Our hotel is close to the Bayi Road Bus Terminal and the terminal of the airport bus is also at the entrance of our hotel. Its location is superior and the traffic is very convenient. It takes 5-11 minutes by car to reach _ _ Railway Station and _ _ Bus Station, 25 kilometers from _ _ Airport and about 25 minutes by taxi.

It is located in the main traffic artery of _ _ _ _ city, which is the only way for all vehicles to enter _ _ _ _ _ city, so there are many vehicles in the past, and individual business travelers are a potential consumer group. Low prices attract them to spend in our hotel, which is a huge market.

3. Analysis of competitors

Our competitors in the off-season are the _ _ Hotel located opposite the hotel. The _ _ Hotel opened in 21__, which is a four-foreign hotel integrating accommodation, catering, leisure and entertainment. On the whole, their operation is good.

however, due to the old facilities and decoration after four years of business, the facilities and decoration of our hotel are completely new, and the types of rooms are more distinctive. Moreover, a large number of rooms and three conference rooms in our hotel can accommodate large-scale meetings that it cannot. Other hotels around the hotel are small business hotels that do not have the strength to compete with us in business ability.

4. Analysis of the advantages of our hotel

(1) Our hotel belongs to _ _ Intermodal (Group) Company, which is an enterprise in our city, and its strength is beyond doubt. Therefore, when planning carefully, we should also make full use of our brand effect and fully explore the great connotation of its brand, so that consumers will not doubt our hotel and fully believe that we provide high-quality products.

(2) Our hotel has good hardware facilities, abundant funds, its own parking lot and the soon-to-be-opened Bayi Road Bus Terminal. This can be used to attract past drivers and some customers from surrounding counties and cities.

① the strong strength of this enterprise provides conditions for our development;

② Convenient transportation and huge potential customers;

③ Good hardware provides a broad space for our adjustment and development.

second, target market analysis:

the target market is the most promising consumer combination group. Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to a blind man riding a blind horse

The target market should have the following characteristics: consumers who are interested in hotel products and have the ability to pay, as well as consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers in order to make better use of the opportunities represented by this information, so as to make customers more satisfied and eventually increase sales.

customer resources have become the source of hotel profits, and the existing customers' consumption behavior is predictable, the service cost is lower, and they are not as sensitive to the price as new customers, and they can also provide free word-of-mouth publicity.

Maintaining customer loyalty makes it impossible for competitors to compete for this market share, and at the same time, it can keep the hotel staff stable. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to the hotel:

1. Get more customer shares from existing customers.

Loyal customers are willing to buy more hotel products and services. The spending of loyal customers is two to four times that of casual consumption, and with the growth of loyal customers' age, economic income or the growth of customers' own business, their demand will further increase.

2. Reduce sales costs.

hotels need a lot of expenses to attract new customers, such as all kinds of advertising investment, promotion expenses and the time cost of getting to know customers, etc., but the cost of maintaining long-term relations with existing customers is decreasing year by year.

although in the early stage of establishing a relationship, customers may have many problems with the products or services provided by the hotel, which requires the hotel to make some investment, with the progress of the relationship between the two parties, customers become more and more familiar with the products or services of the hotel, and the hotel is also very aware of the special needs of customers, so the required relationship maintenance costs become very limited.

3. Win word-of-mouth publicity.

For some complex products or services provided by the hotel, new customers will feel more risky when making decisions, so they often consult existing customers of the hotel. The advice of old customers with high satisfaction and loyalty is often decisive, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel profit.

4. Improving employee loyalty.

this is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term harmonious relationship between the hotel and its employees. In the process of providing services to those satisfied and loyal customers, employees realize their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further enhances customer satisfaction and forms a virtuous circle.

according to our previous analysis and the current market situation, we should target our main customers at some enterprises, institutions, government agencies and automobile 4S shops around us, and individual business customers will attract some middle-and high-income consumer groups on a secondary basis. They have the following * * * characteristics:

1. They have high income level or spending power, pay attention to excellent service, and generally spend money in hotels for business banquets to receive customers.

2. It has high consumption capacity, but has high requirements for all aspects of the hotel.

3. Pay attention to the hotel grade, and need the VIP reception service from the hotel.