Hotel Marketing Strategy Plan

#Planning# Introduction The planning book is a written document of goal planning and a guiding light for achieving goals. The following is a compiled hotel marketing strategy plan, welcome to read!

Pianyi Hotel Marketing Strategy Plan

The overall guiding ideology of the annual planning work is: focusing on "creating the first catering service brand in xx city", establish, improve and standardize the planning department Internal management mechanism, strengthen the construction of team culture, provide planning ideas for completing various annual work goals set by the company, and achieve leapfrog development of the company.

1. Goals

1. In this year, catering promotion will be carried out through the integration of multiple media forms. We must be innovative and efficient in promotion methods and gradually occupy xx catering. The first brand, in addition to promoting the brand of xx catering, promotes and stabilizes the xx catering brand that has been famous for xx catering for ten years.

2. Annual planning strives to use the least expansion expenses for marketing.

3. Prepare powerful sales tools for the company, ensure that the marketing channels and marketing images have strong xx catering characteristics, improve the corporate identity of all employees, and assist each store manager to gradually complete the 20xx year Annual sales tasks.

4. According to different seasons and festivals, provide a complete set of promotion plans from the beginning to the end of the year, and differentiate the promotion intensity according to the importance that people in xx City attach to the festival. For details, see "Holidays in 20xx" Summary" and "Planning for various holidays".

2. Recommendation of types of promotional activities corresponding to festivals

1. Promotions for important domestic and foreign holidays: including New Year’s Day, Spring Festival, Lantern Festival, Valentine’s Day, Women’s Day, Mother’s Day, and Labor Day , Children's Day, Dragon Boat Festival, Teacher Appreciation Banquet, Double Ninth Festival, Christmas, etc., conduct comprehensive promotions, such as Lantern Festival, launch lantern riddle guessing, prize-winning activities, etc. (Actually, it is recommended to selectively launch a series of activities based on the needs of xx catering restaurants).

2. xx anniversary promotion activities: It is recommended to carry out comprehensive publicity and promotion, and the promotion intensity should be relatively large. All kinds of publicity must be in place, such as using LED electronic screens, banners, text messages, DMs, building video advertisements, vehicle advertisements and other comprehensive media promotion methods.

3. Routine promotions: can be temporarily formulated according to the needs of other catering departments, mainly for catering seasonal menu updates, new product launches and other needs. For example, in the off-season, "large-scale lottery activities", "catering and dish tasting activities" and "quarterly point redemption activities" are launched.

4. Competitive promotions are mainly targeted at promotions made by competitor restaurants, focusing on launching high-quality services, special offers, and free gifts.

5. The formulation of promotional plans should be innovative, but should not be divorced from the actual situation or sensational. It should be adapted to local conditions and easy to operate. It should be evaluated in the later stage and the specific plan should be made one month in advance.

6. Combine "xx catering VIP members" and "point members" with merchant alliances and group buying websites to carry out promotional activities to continuously attract and recruit new members.

3. Publicity and public welfare activity plan

1. Publicity includes theme publicity activities (such as Spring Festival greetings, Consumer Day, consumer symposium, etc.) and routine publicity (Media advertising from time to time. Such as advertising, image advertising in off-season).

2. Public welfare activities. Including themed public welfare activities (such as Double Ninth Festival, tree planting, etc.) and routine public welfare activities (such as student aid, poverty alleviation, assistance to the poor, etc.), there is at least one large-scale public welfare activity a year, with a cost of about 10,000 yuan.

3. Strengthen cooperation with the media and carry out various forms of activities and cooperation.

IV. Advertising space rental and DM internal magazine investment

1. Form an in-store advertising space for rent for each branch of xx catering. (Mainly for merchant alliances)

2. DM newspapers and periodicals internally every quarter for advertising and investment promotion.

5. Strengthen the corporate culture of catering

1. Standardize the content and hanging of various express signs.

2. Add company introduction and various suggestive text promotions.

3. Make text introductions to holiday themed promotions.

4. Each issue of DM’s internal magazine introduces some common sense of daily life. (Such as common knowledge about car use, vehicle maintenance, seasonal diet recipes and taboos, fire protection knowledge, recipes, etc.)

Part 2 Hotel Marketing Strategy Plan

1. Establishing hotel marketing public relations Communication Network

One of the key tasks this year is to establish a complete customer file, classify and file guests according to key customers for signing orders, meeting reception customers, customers with development potential, etc., and record in detail the units where the customers are located. Contact person's name, address, annual consumption amount and discounts for the unit, etc., establish and maintain business contacts with important customers such as government agencies and groups, enterprises and institutions, businessmen, celebrities, entrepreneurs, etc., in order to consolidate old customers and develop For new customers, in addition to daily regular and irregular sales visits to customers, at the end of the year or major holidays and customer birthdays, we send our blessings to customers through phone calls, sending messages and other platforms. This year, we plan to hold a large-scale customer appreciation liaison meeting at an appropriate time to strengthen emotional communication with customers and listen to customer opinions.

2. Pioneering and innovative, and establishing a flexible incentive marketing mechanism. Expand the market and win customers

This year, the marketing department will cooperate with the hotel's overall new marketing system to re-formulate and improve the marketing department's sales task plan and performance appraisal management implementation details for XX years, and increase the salary of marketing representatives , stimulate and mobilize the enthusiasm of marketing personnel. Marketing representatives implement a work diary. Every working day, they must complete visits to two new customers, three old customers, and four contact numbers for the second, third, and fourth work steps. Marketing representatives are comprehensively evaluated based on the completion of monthly marketing tasks and work diary. . Supervise marketing representatives to win over group and individual customers through various means, stabilize old customers, develop new customers, and collect guests' opinions and suggestions in a timely manner during visits, and provide feedback to relevant departments and the general manager's office.

Emphasize team spirit, combine the salary payment of department managers and marketing representatives with the overall tasks of the entire department, emphasize mutual cooperation and help each other, and create a harmonious and positive working group.

3. Warm reception and considerate service

When receiving groups, conferences, and customers, we must provide full tracking service, "round-the-clock" service, pay attention to service image and appearance, and be warm and thoughtful , provide special and targeted services to all types of guests, and meet the spiritual and material needs of guests to the maximum extent. Prepare a conference activity questionnaire, solicit opinions from customers, understand customer needs, and adjust marketing plans in a timely manner.

4. Do a good job in market research and promotion planning

Regularly organize relevant personnel of the department to collect and understand information about the tourism industry, hotels, hotels and their corresponding industries, and master their operation management and Reception service trends provide the hotel general manager's office with comprehensive, true and timely information in order to make marketing decisions and flexible promotion plans.

5. Close cooperation and proactive coordination

Receive business integration work with other departments of the hotel and cooperate closely. According to the needs of guests, take the initiative to closely contact and cooperate with other departments of the hotel, Give full play to the hotel's overall marketing vitality and create benefits.

Strengthen the relationship with relevant publicity news media and other units, make full use of various advertising forms to recommend and promote the hotel, strive to increase the hotel's visibility, and strive for the support and cooperation of these public units for the hotel's work.

In ×, the marketing department will work hard to complete the annual sales tasks under the correct leadership of the hotel leaders, pioneer and innovate, unite and work hard, and create a new image and new realm for the marketing department.