What refers to the hotels that stay in the peak season due to the increase of tourists?

The increase in market price refers to the peak season of hotels. Because of the increase in tourists, the demand for rooms is in short supply, which is often subject to the retail price. What are the factors that affect the room pricing? (1) Pricing objective: Pricing objective is the primary factor to guide the pricing of room goods. Room commodity pricing should focus on pricing objectives. (2) Cost level: Cost level is the basic factor that affects the pricing of guest rooms. When pricing guest room goods, the cost level of guest room goods must be considered. Generally speaking, the price should be set above the cost, otherwise it will lead to losses and the hotel will be difficult to survive for a long time. (3) Supply and demand: When supply exceeds demand, we will have to consider lowering the price; When demand exceeds supply, we can consider raising prices; When supply and demand are balanced, the current market price is reasonable. The relationship between supply and demand is constantly changing, the balance is temporary and the imbalance is absolute. Therefore, the price of room goods should be constantly adjusted with the change of supply and demand. (4) Competitor's price: Competitor's price is an important reference for hotels to set room rates. When setting the price, we must first understand the price of other hotels of the same level. Generally speaking, the new house price is slightly lower than other hotels of the same grade, so that the house price is competitive. However, hotels can't win only by low prices, because some guests will regard staying in hotels with higher prices as a symbol of identity and status. If the price is too low, they will lose their attraction to these guests. In addition, it will also make guests doubt the service quality of the hotel. Long-term implementation of low prices will also affect the hotel's market image. Once the price is raised, it will cause guests' dissatisfaction and thus lose competitiveness. In addition, a noteworthy phenomenon is that low prices will make hotel employees realize that low-grade prices can only be matched with low-grade services. Thereby consciously or unconsciously lowering the service quality standard, leading to the decline of service quality, such as the deterioration of service attitude and poor health. (5) The geographical location of the hotel: The geographical location of the hotel is another important factor affecting the house price. A famous international hotel management expert once said: "The success of hotel management has three factors: the first is geographical location; The second is geographical location; The third is geographical location. " It is enough to explain the importance of geographical location to hotel management. Generally speaking, hotels located in the city center, close to airports and stations, and with convenient transportation can raise their prices appropriately, while hotels located in suburbs or other poor geographical locations should reduce their prices accordingly to improve their competitiveness. (6) seasonality of tourism: strong seasonality is a major feature of tourism. The seasonality of tourism directly affects the seasonality of hotel management. In the off-season and peak season, because the supply and demand of rooms often cannot reach a balance, it is necessary to play the role of price adjustment to stimulate the demand of guests. The price adjustment range of the hotel in off-season and peak season depends on the degree of "weak" off-season tourism and "prosperous" peak season tourism in the city or region where the hotel is located. In many countries, hotel prices rise and fall by 10%-50% between off-season and peak season. (7) Hotel service quality: In pricing, besides the luxury of hotel hardware facilities and equipment, service quality should also be considered. Hilton, an American hotel giant, said: "Hotels sell only one thing, and that is service. A hotel selling inferior services is an inferior hotel; A hotel that sells good services is a good hotel! " This sentence fully illustrates the importance of hotel service. Therefore, when pricing rooms, we should also consider the service quality of the hotel, that is, the politeness, service attitude, service skills, service efficiency and service items of employees. (8) Price policies of relevant departments and organizations: Room pricing is also restricted by hotel price policies of government departments, trade associations and other organizations and institutions. (9) The guest's consumption psychology: The guest's consumption psychology is also one of the factors to be considered in room pricing, especially the "price threshold", that is, the upper and lower price limits that customers are willing to accept for a commodity. On the basis of a certain standard of living (usually a higher standard of living), people will not only be reluctant to buy a product when the price is too high, but also will not buy it when consumers think the price is too low, because at this time, they will doubt the quality of the product. Pricing target refers to the hotel in the peak season, due to the increase of tourists, rooms are in short supply, often based on retail price.