1. Basic concepts
"Planning is strategy and planning. It is a creative operation process of systematically and comprehensively conceiving and planning a future work or event, formulating and selecting a feasible implementation plan, planning countermeasures, and modifying and adjusting the plan according to the target requirements and environmental changes on the basis of investigation and analysis of relevant materials. " From this, it can be considered that hotel planning refers to the operation process that hotel planners creatively design and plan hotel business plans, plan business countermeasures and then put them into practice through investigation, analysis and demonstration of hotel market and hotel environment in order to achieve hotel organizational goals. In short, hotel management planning is an operational process of planning and conceiving hotel organizations or hotel products.
2. Basic elements
Hotel planning is generally composed of four basic elements: planner, planning target, planning object and planning scheme. Planner is the creative subject of hotel planning activities and hotel planning system, and occupies the primary position in several elements of hotel planning; Planning goal is the motive force and guide of hotel planning, and its purpose is to clarify such issues as "what to plan", "to what extent" and "what kind of planning effect to achieve". The planning object can be hotel organizations, departments, products or things; Planning scheme is a kind of materialization of planning thought, but due to different angles of planning activities, different levels and standards of planning, planning schemes will have different styles. In any case, planning is a complex system engineering, not a simple accumulation of several elements. Therefore, it is very important to organically coordinate and optimize the integration of related elements in planning activities.
Second, the methods and procedures of hotel management planning
1, planning procedure
1) Ask questions (problems that are urgently needed to be solved or realized).
2) Plan (including matters, time and division of labor involved in the plan, etc.). ).
3) Investigation and analysis (collecting and sorting out internal and external materials, data and market conditions, and conducting research and analysis).
4) Form ideas (ideas, methods or schemes to solve problems).
5) Clear objectives (objectives to be achieved or realized after planning activities).
6) Establish the theme (the theme of planning activities).
7) Write a plan (see 2 for the outline of the plan).
8) Discuss and improve (please ask relevant personnel to express their opinions and modify and improve the scheme).
9) Organize the implementation (to ensure the smooth progress of planning activities and achieve the expected goals).
10) Summarize and improve (foster strengths and avoid weaknesses, and provide valuable experience for future planning activities).
2, the basic outline of the business plan
A complete hotel business plan should include the following main contents:
1) business planning theme;
2) the name or department of the planner;
3) the time of planning completion;
4) Outline of planning purpose and content;
5) The content and detailed description of the plan;
6) The timing of planning activities;
7) Planning, budgeting and planning (human, financial and material);
8) Planning related information;
9) If there are second and third schemes, write their outlines;
10) Matters needing attention when planning activities.
Third, business planning cases and comments
1, new hotel opening plan
1) planning theme: the opening planning of Jiaxing Oriental Hotel, a Sino-Japanese joint venture.
2) Planner: Yang Jianying
3) Planned completion time:1March 5, 995
4) Planning purpose: Through planning, the activities before and after the opening of the hotel are used as the carrier to publicize the hotel in all directions, making it a household name, attracting consumers' attention, and laying a good foundation for the opening of the hotel and achieving the design effect of commercial and social benefits.
5) Planning content:
First, determine the scale and function of the hotel and highlight the unique products:
A. The first Sino-Japanese joint venture hotel in this city;
B. The city has its own sauna and bowling alley;
C. Have a unique shooting range with real guns and live ammunition in the province;
D. Entering the "East" can provide one-stop services for food, accommodation, entertainment, health and social services;
E. All waiters have received theoretical and practical training in tourism;
F. It is located in the city center with convenient transportation.
Two. Advertising:
A. Determine the image advertising language and positioning advertising language: "Step into the East and have a brilliant life"; Oriental Hotel is expensive but not expensive.
B determine the auxiliary advertising language: (this article is omitted).
C. Compile and produce different forms of advertising materials suitable for different publicity channels (specific requirements are omitted here).
D. Advertise in different forms through local influential advertising media one month before and one month after opening:
A) Exclusive TV series on demand with image advertisements and product advertisements;
B) Publish a series of advertisements and award-winning columns in TV weekly newspapers subscribed by thousands of households;
C) One month before opening, design and print advertising leaflets and brochures, and organize the marketing department and other personnel to distribute mail to enterprises, institutions and street corners;
D) Hanging street advertising banners in the main streets of the city before and two weeks after the opening;
E) One week before the opening of the business, continuously publish progressive related suspense advertisements (the content is abbreviated) in the local daily newspaper in an ingenious way, and announce the opening of the business on the opening day;
F) In order to spread its influence to the surrounding areas, floats will be used to drive on the main streets of five counties and two districts one week before the opening of the business to publicize the hotel (a brief introduction to the production and content composition of floats);
G) Create news hotspots (project characteristics, typical good deeds in preparation, social welfare activities, significance of opening to the city, etc.). ), actively provide news clues and strive for legal free advertising;
H) Make small souvenirs with hotel logo and give them away in marketing activities and operations.
Three. Taking advantage of the government's attention to attracting investment and support for joint venture projects, a grand and warm opening ceremony was held outside the hotel gate; Invite city leaders and representatives of relevant departments, units and target customers to attend the opening ceremony; After the ceremony, the participants were invited to visit the hotel's operating facilities, taste banquet dishes and experience banquet services, so as to further strengthen their personal experience of hotel products and achieve the purpose of cultivating potential customers and voluntary marketers.
6) Activity schedule
My advertising design time, from half a year to three months before opening;
Two. See 5 and 2.4 for the implementation time of the opening advertisement);
Three. Preparations for the opening ceremony
A. Three months before the opening, design the opening ceremony and the products and business methods for the next month;
B. One month before the opening, design the ceremony flow and list, list the ceremony supplies of all departments and purchase them;
C. Send an invitation letter for the ceremony one week before the ceremony;
D. Environmental and greening arrangement and lighting decoration shall be started three days before opening;
E. Procedures and timetable for the opening ceremony
A) At 8: 00, a huge red curtain was hung outside the gate, which read "Entering the East, Brilliant Life-Opening Ceremony of Jiaxing Oriental Hotel, a Sino-Japanese joint venture", and the audio equipment was installed and debugged, with a big red carpet on the ground;
B) Set up a ceremony registration office in the lobby at 9: 00, with signature books, pens, brushes, brooches, badges for guests, information kits, souvenirs for thanking guests, etc.
C) At 9: 20, all kinds of domestic and foreign journalists are in place, and the hotel office presents press releases to media reporters;
D) At 9: 30, the general manager leads the department manager to meet the guests on both sides in the lobby door;
E) At 9: 50, the people attending the ceremony will enter the venue (outside the store, in front of the city leaders, leaders of the industry authorities, the chairman and vice chairman, and foreign guests);
F) 10:00, the host (general manager) announces the opening ceremony, the main leaders and guests attending the ceremony, the ceremony procedures and the national anthem;
G) 10: 10, speech by the chairman of the hotel (the office prepares the speech for review two days in advance);
H) 10: 15, the foreign vice chairman speaks (the office prepares to speak two days in advance for review);
I) 10: 20, news from the industry authorities;
J) 10:25, the city leaders sent a message (the office is ready to speak and contribute two days in advance);
K) 10:30, please ask the city leaders to unveil the cards, put on marches, put pigeons and set off firecrackers;
L) 10:50, after the ceremony, invite guests to visit the main business facilities of the hotel;
M) 1 1:30, an opening banquet (banquet hall) will be held, presided over by the general manager, and the chairman will make a toast. The general manager announced the banquet, and the general manager led the department manager to toast the tables to express his gratitude;
N) 12:30, the general manager led the management to see the guests off in the lobby;
O) 13:30, the ceremony is over, the venue is cleared, and the real business is ready.
7) Budget and plan (mainly reflecting the detailed budget and plan of people, money and materials needed for the whole opening ceremony), matters needing attention in the implementation of activities, planning summary, etc. Limited to space, it is omitted here.
2, reverse the old hotel business plan.
1) planning theme: listen to Wenzhou mode lectures, eat famous dishes from famous chefs in Wenzhou, and watch Wenzhou manage hotels-take over the management plan of Hotel A.
2) Planner and planning date: Yang Jianying (1August 1998)
3) Planning purpose and thinking: Hotel A has been in business for nearly two years, with poor management and bad social reputation. Entrusted to operate and manage Hotel A, how to make hotels with poor social reputation full? Hotels and individuals alone cannot realize the vision of reversing Gan Kun in a short time. Only by relying on appealing government departments can enterprises and institutions have consumption potential and people who can become hotel customers come to the hotel at once. But how to make government departments play this function and advantage reasonably and legally? According to the concept of big marketing, when the interests of enterprises and society are unified, the political power of society will have a positive effect on enterprises. (3) To help plan or propose solutions and provide conditions for problems that are widely concerned by the government and society will inevitably attract the attention of the government. When the government adopts the proposal to solve the problem and puts it into practice, enterprises will inevitably share the incidental results.
At present, during the transition from planned economy to market economy, enterprises in our city have merged and closed down, and laid-off workers sit in and March at the government gate from time to time, which has disrupted the normal social order and the normal work of the government. In addition, some people in society especially want to be private enterprise bosses, but they don't know how to be them. Wenzhou's market economy is particularly developed, and state-owned enterprises and private enterprises can develop at the same time. There is no such thing as laid-off workers. Enterprises have difficulties, do not look for the mayor to find the market. Everyone in Wenzhou can be a boss. Why? These experiences are worth learning from, not to mention that the 15th National Congress of the Communist Party of China advocates the nationwide study of Wenzhou model. In view of the social resources I have worked in Wenzhou, I decided to implement the business strategy of playing Wenzhou brand for Hotel A, and planned the activity of "listening to Wenzhou mode lectures, eating famous chefs and watching Wenzhou manage hotels", which was set up by the hotel, led by the government, and attended by enterprises and institutions in a second place. Taking this as an opportunity, the hotel will conduct a comprehensive internal training-improve the service level and quality, partially transform-introduce Wenzhou catering methods; Externally, conduct comprehensive social public relations, reshape the hotel image, quickly gather popularity, and reverse the situation of poor management.
4) Planning content
I. Wenzhou Model Lecture:
A. Speaker: Ma Jinlong, Director of Wenzhou Commission for Economic Restructuring; Teng Zhengshou, Chairman of Wenzhou State-owned Oriental Group; Wang Junyao, King Baotian, private enterprise; Director of the National Economic System Reform Commission; Professor of School of Management, Zhejiang University; Wait a minute.
B. Meeting Presiding and Notification: Jiaxing Municipal People's Government Office and Municipal Commission for Economic Restructuring;
C. Participants: Jiaxing Economic Restructuring Commission, Policy Research Office, relevant bureaus, commissions and offices in five counties and two districts, large and medium-sized foreign-funded enterprises, state-owned enterprises, private enterprises and news organizations.
D. lecture venue: hotel a;
E. lecture time:1998 65438+12 days from October 8 to 9, and report to the hotel the afternoon before;
F. Implementation of the speaker: The Municipal Commission for Economic Restructuring issues an official invitation letter, and the general manager of the hotel will contact and implement it.
Two. Pre-class preparation and process services:
A. Introduce Wenzhou chefs, compile Wenzhou recipes, purchase tableware and ensure the supply of goods;
B. Adjust the pattern of kitchen, dining room and box, and increase the decoration and environmental layout of Wenzhou culture and style;
C. Introduce the healthy process of Wenzhou catering: first serve the staple food, then serve the wine; Mixing the sauce and vinegar; The wedding banquet was changed to Wenzhou mode, and small gifts were given free of charge after the banquet;
D. Introduce experts, conduct all-staff training and operation competitions, and improve service level and quality;
E. Prepare advertising propaganda, news report materials and image positioning advertisements (TV, radio, newspapers, banners, curtains, brochures and leaflets) suitable for different purposes (content, release time and method are omitted);
F. Convene a forum for new and old consumers and news media to solicit opinions and release information;
G. Performing arts business activities during the lecture;
H. establish a total quality management system;
1. Establish a marketing department, define post responsibilities and assessment system, conduct market research, establish customer files and provide follow-up services;
J. Give a comprehensive introduction to Wenzhou cuisine during the lecture, follow up and solicit opinions, and make timely feedback and adjustment;
K. Adjust the operation time and mode of revolving restaurant;
Adjust the length of the room type to meet different needs and improve the room occupancy rate;
M (short for meter)) All guest rooms participating in the lecture will be provided with turndown service and free flowers and fruits.
Three. Work after the lecture:
A. The Marketing Department regularly visits lecture participants and actively provides them with demand design and services;
B. The revolving restaurant launched Guangdong "Roasted Goose" products that Jiaxing has not yet had;
C. According to the characteristics of the hotel, the hotel is planned as a conference hotel with distinctive conference characteristics;
D. Take three-star hotels as the standard, mobilize all staff, strive for star-rated hotels, improve hotel visibility and reputation, and lay a solid foundation for hotels to attract more tourists.
5) Plan the activity schedule, budget and plan, and plan and summarize this summary.
3, the use of resources, create hot spots, increase income plan.
1) planning theme: the planning book for making Pearl Hotel a "business home, tourist shop".
2) Planner and planning date: Yang Jianying (June 5-438, 2002+10).
3) Planning purpose: The hotel has achieved four-star listing, and the room occupancy rate and annual operating income are relatively stable. But can we further build the hotel into a modern hotel with distinctive personality and meet the market demand to the greatest extent, so as to make the operating income grow steadily? Combined with the local market situation, the hotel will be built into a "business home and tourist shop" by using modern marketing theory, and the room opening rate and annual operating income will be further improved.
4) Planning content:
I. Market research and analysis (the following is only the title, and the specific content is limited to space)
A. the tourism resources of the hotel;
B. the geographical location and traffic conditions of the hotel;
C. Tourist source information of the hotel;
D. Reception capacity of local hotel industry;
E. the tourism situation of pearl hotel in recent three years.
Two. Hotel market positioning: business hotels and tourist shops.
Three. Measures and steps to build "business homes and tourist shops"
A. Establish the advertising slogan of "Business Home, Tourists' Shop-China Yongkang Pearl Hotel" and conduct extensive publicity as planned;
B. Measures to build a "business house":
A) To study the purpose and needs of hotel customers and business guests staying in the hotel;
B) Set up business rooms and floors, non-smoking rooms and floors, and business negotiation rooms to provide business services suitable for business activities;
C) Broadband Internet access is available in rooms, conference rooms, bars, lobby bars and business centers to facilitate business communication at any time;
D) Select and train employees with high comprehensive quality to serve in the business building, provide corresponding remuneration and encourage quality service;
E) Stay in a business room and offer some project discounts and free of charge;
F) Build a communication and information exchange platform for local enterprises and tourists, and launch enterprise information publishing products, so that local enterprises' products and information can be seen everywhere in the hotel, and foreign business guests can also obtain the required business information everywhere in the hotel. The specific information products are as follows (this article is omitted);
G) Prepare a business service questionnaire, solicit opinions and demands from enterprises and guests, and timely summarize and improve the products and services of "Business House".
C. Measures to build "tourist shops" (this article is omitted).
5) Implementation time: The first stage is two years, and the specific implementation time is omitted in this article.
6) Budget and plan: including a list of expenses such as partial decoration, purchase of facilities, equipment and supplies, manpower allocation and advertising. This article is omitted.
7) Planning summary (omitted).
4. Planning case review
1) Case 1: Generally, the basic procedures of the opening ceremony will be carried out, but how to make the opening ceremony serve the marketing, make the activities before and after the opening ceremony an excellent opportunity for a big marketing activity, and make the opening ceremony not only a symbol of the opening ceremony, but also a carrier of publicity and marketing. The planning of this case highlights two points: first, the slogan that brings auspicious and bright prospects to the guests-"Step into the East and have a brilliant life." I want to ask: who doesn't want to spend and enjoy in a place that can make their life brilliant? This slogan is not only concise and catchy, but also gives people who enter the East a kind of spiritual pleasure and enjoyment, which makes the guests have affinity for the hotel, shortens the distance between the guests and the hotel, and also enhances the loyalty of the guests to the hotel. Second, make full use of the government's policy of attracting foreign investment and actively encourage foreign investment. Using the joint venture project, we can justifiably invite local government leaders to attend the opening ceremony, because this is not an ordinary enterprise behavior, but involves the government's policy orientation and has certain political significance. Therefore, such an opening ceremony can generally invite local leaders. Since local leaders are present, which departments and business leaders are unwilling to attend the opening ceremony? What's more, our marketing work has been done. Since the head of government has come, the news media will naturally come uninvited and try their best to help make free publicity reports.
So this kind of opening ceremony, this kind of planning, is not limited to the opening ceremony activities at the general level, but an excellent concrete operation of the big marketing concept. Therefore, it is natural for guests to be crowded after the hotel opens. Later, the facts proved this. In the first year, the turnover jumped to the first place in the local industry and was rated as a three-star hotel by the Provincial Tourism Bureau.
2) Case 2: It is really difficult for an old hotel with poor management to turn around Gankun. However, using the concept of big marketing, finding a good theme that can catch people's attention and careful planning may still bring the old hotel back to life. Case 2, for example, is a plan to use the spirit of the 15th National Congress to learn the Wenzhou model and help solve some intractable social problems. Through the activity of "listening to Wenzhou model lectures, eating famous chefs and watching Wenzhou manage hotels", it won the support of the government and convened the middle forces of potential consumption. The hotel took this opportunity to carry out comprehensive training, adjust products and services, and showed the new look of the old hotel during the lecture, which won the re-understanding and affirmation of consumers in one fell swoop and laid the foundation for the old hotel to embark on a new journey again.
3) Case 3: How to tap the existing resources, inject new vitality, create new selling points and create new economic growth points for hotels with relatively stable operations is a subject that modern hotels must consider and study if they want to be invincible in the fierce market competition. According to the specific market environment of a four-star hotel in Yongkang City, China Hardware City, this scheme applies the theory of large-scale marketing, and makes use of hardware products resources all over the world, hardware merchants gathered in Yongkang and national fourth-class Fangyan scenic spot to carry out integrated operation, so as to make the hotel a distinctive "business home and tourist shop" needed by the market. In the process of providing targeted services and products for enterprises, businesses and scenic spots, hotels also share rich customers and rapidly growing social and economic benefits.
Four. conclusion
1, systematic and scientific planning, so that the operation will not be unprepared; And targeted planning and management can achieve unexpected results of conventional management.
2. Management depends on wisdom, and success depends on planning. Planning is an indispensable ability and method for managers to successfully manage modern hotels.
3, planning must pay attention to several matters:
1) Before planning, the internal and external market environment of the planned object must be fully investigated.
2) Successful business planning must use modern marketing concepts, think in all directions, make full use of and tap social resources, and refine, process and create themes of great concern to society.
3) No matter how good the plan is, it is difficult to implement it without the understanding and support of superiors and the masses. Therefore, planning must win top-down understanding and support before implementation, and be carried out in a planned, step-by-step and organized manner during implementation.