How to apply Internet thinking to innovate in hotel marketing services

In the Internet era, hotel management thinking is constantly changing, and hotel promotion methods are also constantly changing. Traditional hotel management thinking is no longer suitable for the Internet era. They are facing a great test. After thinking about it, hotel managers can make changes in the following aspects.

1. The traditional marketing model needs to be changed.

I once gave a case of a SALES visit at a hotel’s business analysis meeting. It's roughly like this, I would like to share it with you. A friend of mine who is a marketing director called me, and naturally we talked about sales work. He said that now he has no choice but to visit the contracted units. One of his sales managers visited her customers at their homes. The customer said that there would be a reservation for the day. The sales manager was very happy and told the customer that he could contact her

if he wanted to make a reservation. However, when the sales manager returned to the hotel from the client's company, the client informed her that she had already booked a room in the hotel. The sales manager looked frustrated - the customer ended up booking online. Finally, the customer

explained the reason. He said that online booking is very convenient. You can use your mobile phone to book when you get off the plane, get in a car, or even go to the toilet. The settlement is more convenient, which saves the time of sending orders and greatly improves efficiency. Such stories may be happening in various hotels.

It also brings some new revelations to our hotel management thinking: 1. Traditional marketing methods need to keep pace with the times. 2. Pay great attention to the Internet.

2. The traditional publicity methods must be changed.

The role of traditional anti-aircraft artillery advertisements, station advertisements, LED and other fixed advertisements is gradually weakening. The rapid development of mobile phone terminals will change our lives, and Internet advertising has become the vanguard of the times. In addition to group buying

websites, WeChat, official websites, OTAs, etc., our Internet era promotion requires all-round network packaging. In the hotel management process, publicity budget expenditures should be tilted towards the Internet and make it the "main battlefield."

3. Use big data tools to enhance guest experience.

The implementation of Internet thinking in the hotel management process is to use data to speak, and use Internet big data to gain a deeper understanding of our guests. Increase contact points with guests and carry out targeted rectification of guest experience

The hotel management process is a dynamic development process. There will be no problems without a hotel, but the saddest thing is that many hotel managers cannot find the fundamental problem that affects guest choice. The focus of the guests cannot be found accurately.

What the guests pay attention to and care about is not what the hotel managers can give. Guests' request for quick rectification is not a priority for hotel management.

4. The Internet market is the top priority of hotel management.

In the past year, there have been many articles detailing the various sins of OTAs, and there have been many thoughts of breaking away from OTAs. However, the reality is that more hotels and a larger share have been intentionally or unintentionally occupied by OTA

. For room sales, various websites such as Ctrip, Elong, and Qunar have launched unprecedented promotions. Their preferential promotions are incomparable to hotel companies' negotiated prices. Catering, sports and fitness sales, and various group buying websites such as Meituan and Nuomi have become the focus of choice for guests. Five years ago, not many people could have imagined that group buying would develop as rapidly as it does today. Changes in customer source groups have brought about such changes. In the 1980s and 1990s, they have become the main force in consumption. They are a generation that grew up with the Internet, and their minds are deeply rooted in it. into the “DNA” of the Internet.

5. Customize hotel products according to the consumption characteristics of the Internet era.

This requires us to first pay attention to big data analysis, collect the consumption preferences of OTA customers, pay attention to their consumption psychology, and formulate our management strategies based on this customer psychology. If you need ultra-high cost performance, we can launch cost-effective promotional products during off-days, off-months, and off-seasons. The old hotel management is to let guests choose the hotel and launch various packages.

In the context of the Internet, we need to combine their characteristics

to customize hotel products. This is a major change in concept.

6. Ideas determine thinking, thinking changes behavior, and behavior produces benefits.

There are tens of millions of hotels in China, with different regions and different customer sources. The differences are too great. It is impossible for any specific method to solve the many differences. In today's context, there is one thing that everyone must agree on - strengthening the hotel's Internet thinking. For management, all work starts with ideas. Only with ideas can we touch our thinking and finally change our behavior. A single thought of attaching importance to and despising brings completely different results.

In the Internet era, the rapid development of the hotel industry has become inevitable. In the sea of ??hotel industry, only by sailing with the current and forging ahead bravely can we go far. In this process, customer experience will be He is the first witness to the reform and will also be the driving force for hotel reform.