Summary of the work of the hotel marketing department 1 Because it receives a large number of meetings all year round, it is very busy all year round. Due to the shortage of manpower and limited energy, we didn't do real marketing while taking care of the reception of the meeting. This is something we regret. It's the end of the year again. It's time to stop and sum up. The work in 20xx years is summarized as follows.
I. Meeting reception
From the beginning of the establishment of the marketing department, hotel leaders have established the completion of conference reception as an important index to evaluate the work of the marketing department. Therefore, the marketing department strives for key breakthroughs and goes all out to ensure the completion of the annual business objectives. The marketing department overcame many difficulties such as shortage of staff, heavy workload, limited meeting space and aging of related facilities and equipment, and successfully completed the business objectives set at the beginning of the year. Apart from the sincere unity and close cooperation of the members of the marketing department, this achievement can not be achieved without the correct leadership and care of all hotel leaders and the strong support and help of colleagues in other departments.
Second, customer development and maintenance.
Classify and file the original customer data, and make a telephone call to the dormant agreement customers. Extend the face of point redemption to chess and cards, so that guests who spend in chess and cards for a long time can also get benefits through point redemption. Among the eligible guests, select some loyal customers to develop into gold card customers.
Third, the shortcomings of the marketing department in the work.
The marketing department is the functional department responsible for handling public relations and sales business, and it is an important window for the hotel to improve its reputation and establish a good image. Play the role of staff and assistant in business decision-making and marketing planning. However, it is rather rough to deal with the changes of the whole tourism market because it is not good at capturing market trends, and the channels for obtaining information are single or the market information is not paid enough attention. It is impossible to formulate corresponding marketing strategies according to the changes of target market and season.
In the daily work of the marketing department, except in the process of meeting reception, there is little time for face-to-face communication with customers, and there is almost no opportunity to communicate with customers. Or there is such an opportunity that we inadvertently let it go. We can't know what the guests need, and we can't get the intuitive feeling of the guests' consumption in the hotel. Even if there are complaints or suggestions, the guests may not find the object to express. It is difficult to create a home-away and warm consumer experience for guests. This aspect is exactly what we ignore in our daily work.
Although the marketing department has made great progress in the reception capacity of travel agency teams and conference teams compared with the past, it is not strong enough in general, and there should be more room for improvement. The number of customers developing new agreements throughout the year is even smaller. In the fierce competition in the hotel industry, the original target consumer groups have almost been carved up, which requires us to spare no effort to develop new customers and find emerging consumer markets. Obviously, the energy invested by the marketing department in this respect is not enough.
Fourth, the work plan for next year
We have advantages that most hotels don't have, that is, good location advantage and convenient traffic conditions. We will use all possible tools to increase the visibility of the hotel. Strive to substantially increase the individual occupancy rate throughout the year. It is planned to visit several famous tourist cities in the province during the weekend break before the Golden Week, and establish long-term cooperative relations with major travel agencies in various cities, so that these travel agencies are interested in arranging teams in our hotel to ensure the income of hotel rooms.
According to different festivals and seasons, the corresponding marketing plan is formulated, and the combined sales of hotel rooms, chess and cards and restaurants are carried out by comprehensively using price, product and channel strategies. Only by keeping the hotel in an active position in the competition can we attract customers to the maximum extent, thus ensuring the completion of the hotel's business objectives. Establishing a good communication mechanism is the guarantee for effectively implementing the marketing plan and serving customers perfectly. Therefore, the marketing department will, as always, actively communicate and cooperate with various departments. Face customers as a whole, give full play to the overall marketing vitality of the hotel and create the best benefits.
In the new year, we will continue to explore and learn. We hope to have another busy and fulfilling year, but when we come back to sum up next year, I hope there are no regrets. We don't expect perfection, but we hope that in the new year, all the work of the marketing department will have good performance, breakthrough and innovation. I always believe in "Heaven rewards diligence". If you pay, there will be fruitful results waiting for you.
Summary of Hotel Marketing Department 2 In the past 20xx years, under the correct leadership of the general manager and the close cooperation of other departments, the hotel marketing department has basically completed this year's work tasks. Some works have gradually matured. The following is a summary of this year's work.
I. External sales and reception work
First of all, after a year of running-in and development, the marketing department has gradually matured its own sales work and expanded its own market. Push the hotel into the tourism market in an all-round way, improve the visibility of the hotel, and strive to create economic benefits for the hotel to the maximum extent. Due to the limited geographical location of the hotel, the individual occupancy rate is low. We increase the sales of guests, visit important companies to sign business agreements, and make different sales plans according to different seasons. We contact the dealers in time through targeted visits to customers. Do a good job in the exhibition of the overall sales of hotels in the peak season. At ordinary times, when sorting out customer files, we will pay regular classified visits and constantly develop new customers.
Later, the hotel officially listed Samsung, which provided the sales department with a bargaining chip for external publicity, and also improved the overall level of our hotel to a higher level, which was conducive to the sales work of the hotel. With the rapid development of network, the publicity of network not only improves the reputation of the hotel, but also improves the overall occupancy rate of the hotel through network companies. We increase the commission rate for important network companies, and use their publicity to let more guests know more about the hotel through the network.
At the same time, during this year, we received many companies to hold large, medium and small meetings. For the reception of each meeting, all parts can seriously cooperate with the sales department to successfully complete the reception of the meeting. The guests affirmed our work. Here, I sincerely thank the leaders and employees from all over the world for their support to our sales department.
Second, internal management.
The hotel has its own website, and the sales department is responsible for maintaining the website and updating the content of the webpage. It expands its influence through online publicity, timely and correctly releases the hotel's dynamics and news, and lets more people know about the hotel. At the same time, we put forward a new hotel website construction scheme, which laid the foundation for the future development of the hotel website.
Third, shortcomings
Foreign sales need to be strengthened, and now we have relatively few individual customers; I don't know the meeting information in time, sometimes I'm not careful enough in the reception work, I don't pay much attention to some details, and the topics I consider are not comprehensive enough. Sometimes, because the communication is not timely, the information is not correctly grasped; Affect the overall sales and reception of the hotel. In the future, we should be cautious, avoid as much as possible, communicate in time, and reduce work mistakes.
Summary of the work of hotel marketing department 3 In the past year, our store has experienced a series of events that seriously affected tourists. In order to foster strengths and avoid weaknesses, we will strive to forge ahead and create new achievements in the new year. This year's marketing work is summarized as follows.
First, there are many problems reflected by guests.
For our service industry, hotel hardware and services are our life. If these two aspects are not done well, the hotel's development and foothold are all on paper.
The consciousness of active service needs to be strengthened, and the service lacks patience and humanization, especially when facing a large number of guests. I don't pay enough attention to details, so I can't do everything by myself, such as lifting a finger, cleaning up the garbage thrown by guests, helping guests with their luggage and so on. I should always pay attention to the guests. Business hours are irregular and flexible. Technical support problems: large maintenance scope, many projects, slow progress and no emergency plan. Each department has its own way, and the contact and communication between departments should be strengthened.
The service quality needs to be optimized. From many inspections and guest complaints, it is found that the service quality of employees in various departments and positions in the hotel is high and low horizontally and good and bad vertically. Day and night, usually on weekends, with or without leaders, it is difficult to achieve the same quality service. The recurring problem is that some employees in some departments or positions are untidy, polite and initiative, poor reception service and inflexible in gfd. In addition, careless cleaning and untimely equipment maintenance have also affected the overall service quality of the hotel.
Second, the problems in sales.
After a period of running-in, the marketing department has merged into a lean, United and progressive team. Team division of labor and cooperation, smooth communication between personnel. The cooperation of relevant departments is also increasing day by day, and they can understand and support each other. The good aspects need to be carried forward, but there are also many problems.
Need to strengthen communication and cooperation with other departments; The marketing department is eager for understanding and support from other departments. In line with the principle of "guests first, service first", treat guests sincerely and repay the hotel. Sales work is not recognized by everyone; No guests complain that there is no business, and when guests come, they complain that they are too busy and too hard. The staff's inertia in service and lack of initiative and sense of responsibility have brought great resistance to the marketing staff to win customers actively. The responsibility of the department is unclear, putting the cart before the horse, and there are negligence incidents of blaming each other and shirking responsibility, which leads to the sales staff not handling customer complaints in time and reducing the customer's return rate. Market research is not deep enough, and the planning scheme lacks innovation.
Pay more attention to the outside than the inside. That is, pay attention to external marketing and ignore internal management. Put a lot of talents and material resources into hotel sales, but the basic work inside the hotel is poor, the equipment is aging, the staff lacks systematic training, and the quality of the staff is slowly improved; The basic management of the hotel is chaotic, the work efficiency is low, the material consumption is high and the efficiency is low. This kind of "three backwardness" internal management will eventually affect external marketing and make external marketing lose its guarantee. As a result of this "emphasizing the outside but neglecting the inside", the hotel has only obtained temporary and partial benefits, lacking the foundation of sustainable development, and the hotel is weak in competition and trapped inside and outside the hotel.
Third, marketing strategy.
In order to consolidate old customers and develop new customers, it is suggested to hold a large-scale customer appreciation liaison meeting to strengthen emotional communication with customers and listen to their opinions. To open up the market and win customers, the marketing representative should keep a diary. They have to complete the steps of visiting new and old customers every working day, and make a comprehensive evaluation of marketing representatives according to the monthly marketing task completion and diary.
The front office post is the facade post of the hotel, and it is also a place where guests ask questions, reflect the situation, make suggestions and complain about their dissatisfaction. Based on the tenet of "guests first, service first" and "completely satisfying guests", from department managers to supervisors, foremen and even receptionists, we can not only be polite and enthusiastic, but also resolve conflicts, properly handle complaints from large and small guests and win more repeat customers.
Managers can go up and down, employees can go in and out, and they compete for posts according to their work performance. These are conducive to the smooth implementation of government decrees in hotels and departments and are prohibited. Promote the development of hotel work and provide management mechanism and other guarantees for striving to achieve income goals. Marketing strategy is not static. After a period of implementation, it can be checked whether the expected purpose is achieved and whether the direction is correct, and it can be adjusted by stages.
In order to ensure the smooth and efficient marketing work in the coming year, our store also needs to strengthen key work processes and key systems through hard training, and cultivate organizational execution, so as to better develop customers and retain customers!
Summarizing the work of the hotel marketing department for 4-20xx years, we can extract three key words: exploration, busyness and regret. Since the establishment of the marketing department, we have been studying and exploring. Looking for a marketing model that meets the hotel's own conditions. However, because we receive a large number of meetings throughout the year, we are very busy all year round. Due to the shortage of manpower and limited energy, we didn't do real marketing while taking care of the reception of the meeting. This is something we regret. It's the end of the year again. It's time to stop and sum up. The work in 20xx years is summarized as follows:
First, the marketing department mainly completes the work.
1, conference reception
From the beginning of the establishment of the marketing department, hotel leaders have established the completion of conference reception as an important index to evaluate the work of the marketing department. Therefore, the marketing department strives for key breakthroughs and goes all out to ensure the completion of the annual business objectives. The marketing department overcame many difficulties such as shortage of staff, heavy workload, limited meeting space and aging of related facilities and equipment, and successfully completed the business target of 1 10000 set at the beginning of the year. By the end of165438+1October 30th, the total revenue of the conference had reached 167469 yuan (conference room rent 164 100 yuan, banners and water stamps 1370 yuan, others/kloc). The annual conference revenue is expected to exceed 6,543,800+0.8 million (with the increasing conference reception, the annual conference volume of ICBC has dropped significantly compared with the previous year, and the total consumption is about 6,543,800+0.5 million). Apart from the sincere unity and close cooperation of the two members of the marketing department, this achievement can not be achieved without the correct leadership and concern of all hotel leaders and the strong support and help of colleagues in other departments. In 20xx, with the consent of the hotel leaders, the marketing department has done the following work in the hardware configuration of conference reception, focusing on better attracting customers and guiding their consumption:
A. Because most of the tables and chairs in the conference room are broken, the original number of tables and chairs can't meet the needs of large-scale meetings. In order to change the present situation, 80 conference chairs, 10 conference table and 18 new tablecloths are added.
B. A wireless microphone, a projector and two wireless routers have been added to the electrical equipment.
C During the training meeting, we will clear out the idle offices (including our own offices) in time to ensure the success of the meeting.
2. Customer development and maintenance
A. Customer development: In 20xx, the Marketing Department newly developed 30 individual and commercial company agreement customers, and renewed agreements with 13 customers whose agreements expired. Re-signed the credit agreement of three units. Five online booking companies were newly signed: eLong.com, Mobile 12580, Telecom 1 18 165438, China Airlines, billion inn, etc. (The main customers of online booking still come from the big three, namely Ctrip, E Long and Tongcheng. From 20xx 1 to 10, the total number of rooms booked by the hotel through the reservation network is 249).
B. Customer maintenance: First, classify and file the original customer data, and visit the dormant agreement customers one by one. According to the interview, there are probably the following reasons why customers don't come to spend money: First, the company moved its office and chose a nearby cooperative hotel; Second, the company changed the person in charge of outreach; Third, subjectively feel that the hotel facilities and equipment are too old and give up cooperation; Fourth, we just signed an agreement on the preferential price of cooperation temporarily, and there was no chance to continue cooperation afterwards.
Secondly, we extend point redemption to chess and cards, so that guests who have spent a long time on chess and cards can also get benefits through point redemption. As of165438+1October 30th, 240 bonus cards have been distributed to rooms, and 129 rooms have been redeemed for bonus points. Handling loyalty cards for customers has achieved certain results in attracting repeat customers and stabilizing customers.
The third aspect is to select some loyal customers among qualified guests to develop into gold card customers. 20xx * * *, issuing gold cards 17.
3. Overall development of tourism market.
For a long time, hotels and travel agencies have hardly cooperated. This year, the marketing department has made a major breakthrough in this regard. In April, the hotel began to cooperate with CYTS, Jingxiang International Travel Service and Xiangxi International Travel Service. By the end of 165438+1 October 30th, the hotel * * * had received 383.5 guest rooms for travel agencies (16 was exempted by travel agencies, so the travel agencies actually used about 400 hotel rooms), and the revenue of * * * was 57,929 yuan (average house price)
In addition to travel agencies, the cooperation between the marketing department of 20xx and general commercial companies has also achieved certain results. Since April, we have received 19 batches of sunshine life insurance, coal mining technology seminar, Shore clan association, Shede wine industry and other teams, and used hotel rooms 1034 rooms. Realized house price income of 206,655 yuan (average house price 199 yuan/room).
During the period from 20xx 1 to 1 1, the amount of all kinds of banquets booked by the marketing department included in the group dining consumption was more than 286,000 yuan (including the catering income brought by the conference 13 1484 yuan). It will definitely exceed 300 thousand in the whole year. This achievement has made a corresponding contribution to the completion of the overall business objectives of the hotel.
Second, the shortcomings of the marketing department in the work
1, lack of ability to grasp market trends and respond to market changes.
The marketing department is the functional department responsible for handling public relations and sales business, and it is an important window for the hotel to improve its reputation and establish a good image. Play the role of staff and assistant in business decision-making and marketing planning. However, it is rather rough to deal with the changes of the whole tourism market because it is not good at capturing market trends, and the channels for obtaining information are single or the market information is not paid enough attention. The most prominent example is the loss of the qualification of the designated unit of the xx municipal government procurement meeting in 20xx. Mainly because I didn't pay attention to the release of relevant information, I directly missed the opportunity to bid. Here, we should conduct a profound review. Another deficiency is that it is impossible to formulate corresponding marketing strategies according to the changes of target markets and seasons.
2. Lack of interaction with guests.
In the daily work of the marketing department, except in the process of meeting reception, there is little time for face-to-face communication with customers, and there is almost no opportunity to communicate with customers. Or there is such an opportunity that we inadvertently let it go. We can't know what the guests need, and we can't get the intuitive feeling of the guests' consumption in the hotel. Even if there are complaints or suggestions, the guests may not find the object to express. It is difficult to create a home-away and warm consumer experience for guests. This aspect is exactly what we ignore in our daily work.
3. The development of emerging markets and new customers is not strong enough.
In 20xx, although the marketing department has made great progress in the reception volume of travel agency teams and conference teams compared with the past, it is not strong enough in general, and there should be more room for improvement. The room rate of tour group accounts for less than 1% of the annual room rate, and the room rate of conference team and tour group accounts for less than 3.5% of the hotel room rate, and even fewer customers develop new agreements throughout the year. In the case of fierce competition in Changsha hotel industry, the original target consumer groups have almost been carved up, which requires us to spare no effort to develop new customers and find emerging consumer markets. Obviously, the energy invested by the marketing department in this respect is not enough.
Three. 20xx work plan
1, and strive to make the personal occupancy rate to a higher level.
In 20xx, one of the main tasks of the marketing department will be to improve the occupancy rate of individual customers. We have advantages that most hotels don't have, that is, good location advantage and convenient traffic conditions. We will use all possible tools (Internet, newspapers, magazines and SMS applications) to increase hotel publicity. Strive to substantially increase the individual occupancy rate throughout the year.
2. Strengthen contact with major travel agencies.
In 20xx, the marketing department plans to visit several famous tourist cities in the province during the weekend break before the Golden Week, and establish long-term cooperative relations with major travel agencies in various cities, so that these travel agencies are interested in arranging teams in our hotel to ensure the income of hotel rooms.
3. Strengthen the application of theme, price and channel marketing strategy.
In 20xx, the marketing department will formulate corresponding marketing plans according to different festivals and seasons, and comprehensively use price, product and channel strategies to sell hotel rooms, chess and cards and restaurants. Only by keeping the hotel in an active position in the competition can we attract customers to the maximum extent, thus ensuring the completion of the hotel's business objectives.
4. Strengthen communication and cooperation among departments.
Establishing a good communication mechanism is the guarantee for effectively implementing the marketing plan and serving customers perfectly. Therefore, the marketing department will, as always, actively communicate and cooperate with various departments. Face customers as a whole, give full play to the overall marketing vitality of the hotel and create the best benefits.
5. The specific objectives are clear.
A. The income from the conference plan is 6.5438+0.3 million, and the ideal goal is 6.5438+0.5 million.
B. The total income of the conference team and the tourism team should reach 450,000.
C. the catering income brought by the marketing department exceeds 400,000 yuan.
In the new year, we will continue to explore and learn. We hope to have another busy and fulfilling year, but when we come back to sum up next year, I hope there are no regrets. We don't expect perfection, but we hope that in the new year, all the work of the marketing department will have good performance, breakthrough and innovation. I always believe in "Heaven rewards diligence". If you pay, there will be fruitful results waiting for you.
20xx, let's work together.
Summary of Hotel Marketing Department: 5-20xx years will soon pass. The past year has been a year to promote the three major themes of "safety, management and service" of the hotel, and it is also an ideal year for the hotel to achieve the annual revenue and profit targets. On this occasion, it is necessary to review and sum up the work, achievements, experiences and shortcomings of the past year, foster strengths and avoid weaknesses, strive for progress, and strive for better results in the new year.
The first is scientific decision-making, and Qi Xin works together.
According to the requirements of the center, the hotel general manager team made an annual work plan at the beginning of the year, and put forward the overall work idea to guide all the work. The general manager team of the hotel leads the managers, supervisors and foremen of all departments, unites all employees, and cooperates with Qi Xin to make certain contributions in income generation, profit creation, excellence creation and stability creation, and has made considerable achievements.
By introducing brand management, the hotel strengthens the on-site supervision and quality inspection of management personnel, gradually improves the window image of the front desk reception department and post, and continuously improves the quality service level of employees. There have been few accidents in this hotel all year round. Under the care and guidance of the general manager of the hotel, store-level leaders hold feedback meetings of department managers every day to inform the situation and put forward requirements. The security department arranges cadres and employees to work overtime, patrol frequently and strictly prevent and control. With the cooperation of relevant departments, group prevention and control are carried out to ensure that all activities are foolproof and the hotel is safe and stable.
Second, keep pace with the times and promote development.
By organizing various training exchanges for department managers, supervisors, foremen and employees, we will encourage and guide everyone to broaden their horizons, learn and forge ahead, and unite and cooperate. In the process of completing hotel management indicators, management objectives and reception tasks, realize your own value and feel the joy of life. Therefore, the phenomenon of mutual shirking and contempt among department managers is less, replaced by mutual information, mutual complementarity and mutual respect; If there are few people on leave and miss the routine security check twice a month and the quality check once a week, they will take the initiative to attend and check carefully.
Third, brand management focuses on sales.
The hotel sales department opens the front desk and other positions, decisively adjusts the sales manager, and enhances the sense of post competition and the sense of responsibility for active promotion. On the basis of the original three natural sales channels: agreement company, online booking and door-to-door individual, we have expanded and increased channels such as exhibitions, teams, peers and membership cards. , and set up a special person to be responsible for the channels, and decompose the indicators according to the proportion of customers in each channel to the total hotel customers.
Strengthen the on-site supervision of supervisors. By increasing the platform time for supervisors to go to the front desk, all kinds of difficult problems of guests were solved in time, which played an inspection and supervision role in employee smile service. Strengthen the double inspection of supervisors and foremen. The supervisor and foreman are required to check and sign the household registration book of each shift every day to enhance the sense of responsibility of the supervisor and foreman. The sales department is a relatively concentrated place where guests ask questions, reflect the situation, make suggestions and complain about their dissatisfaction. Based on the tenet of "guests first, service first" and "completely satisfying guests", from department managers to supervisors, foremen and even receptionists, we can not only be polite and enthusiastic, but also resolve conflicts and properly handle complaints from large and small guests.
Fourth, there are problems with customer feedback.
After a year's work and the concerted efforts of Qi Xin at all levels, the achievements are the main ones. But we can't ignore the existing problems. Some of these problems come from guest complaints and other feedback, and some are found by hotel quality inspection or departmental self-inspection. The management level needs to be improved. Managers' comprehensive qualities such as cultural literacy, professional knowledge, foreign language level and management ability are uneven; The hotel has not formulated a set of standardized, systematic and feasible "management mode"; Individual behaviors such as "rule by man" management and random management occur from time to time among some managers.
From many inspections and guest complaints, it is found that the service quality of employees in various departments and positions in the hotel is high and low horizontally and good and bad vertically. Day and night, usually on weekends, with or without leaders, it is difficult to achieve the same quality service. The recurring problem is that some employees in some departments or positions are untidy, polite and initiative, poor reception service and inflexible in gfd. In addition, careless cleaning and untimely equipment maintenance have also affected the overall service quality of the hotel.
By reviewing and summarizing the work of the hotel throughout the year, we encourage and spur the whole store to enhance self-confidence, cheer up, carry forward achievements and rectify problems. The management objectives, business indicators and work plans for the new year will be formulated to guide the all-round development and concrete implementation of the work of hotels and departments in the future.