Who helps to write an English article about hotel marketing strategy?

Give you a sample essay for reference, no English: Now, the cold winter of the domestic hotel market is approaching quietly. Affected by this crisis, firstly, the number of inbound tourists in the hotel industry has been greatly reduced; Secondly, most domestic companies began to strictly control travel expenses, resulting in a decrease in the number and frequency of business trips and a decline in hotel accommodation; Furthermore, the phenomenon of oversupply of high-star hotels in some areas of China has worsened. All these have a causal relationship with people's confidence.

In order to cope with the possible spread and aggravation of the global financial crisis in China, the China Municipal Government quickly put forward an economic stimulus plan of RMB 4 trillion, and the National Tourism Administration and relevant departments are also formulating a "National Leisure Plan" to further implement the paid vacation system for employees. So, what should hotels do in marketing?

1. Under the condition of unchanged market positioning, the overall price structure will be adjusted downwards. Price reduction is the principle, how to operate is the skill; The purpose of price reduction is clear: to make profits to customers and stabilize the main customers; Reduce GOP reasonably and strive to maximize operating income. Among the elements of hotel marketing, price is the most sensitive, direct and effective.

There are several reasons why hotels use price leverage: first, the demand of customers changes. On the surface, this change is to reduce the standard of customer demand, such as from the executive floor to the standard room, but in fact it is to reduce their ability to pay. In other words, customers can't maintain their original accommodation standards, instead of voluntarily lowering their own standards. Therefore, customers, especially those on business trips, are very painful and forced to make such changes. They are still eager to maintain the original situation. Secondly, for hotel products, due to its non-storable characteristics, the value of rooms that cannot be sold today is zero, and the hotel directly loses money; In addition, as far as hotel marketing is concerned, although many people in the industry are opposed to price reduction, the author believes that it is necessary to reduce prices when it is time to reduce prices. Unless there is enough cash flow, it should go with the market.

Of course, there are also skills in price reduction, and the interaction of market demand, competitors, product characteristics and many other factors should be considered. At the same time, it must be pointed out that price reduction is not the only means of marketing and cannot cause market dislocation; Whether to reduce the price may be something that a hotel can decide, but the effect of reducing the price is not something that a hotel can decide. Here, it is very important to communicate with customers, especially with big customers and old customers. We can't adopt a simple linear way of thinking-hotel price reduction → customers take advantage → customers certainly don't object. Then, the hotel only needs to inform the customers without complicated communication. This idea can't be wrong, but it's too simple, because the purpose of price reduction is to benefit the hotel first. Hotels have to cut prices because there is no better choice, and customers always have more choices from other hotels. Therefore, good communication on price reduction is conducive to a win-win situation between hotels and customers, so that customers can get the desired value and make the best use of hotel resources.

Second, in the case that the main products are basically unchanged, increase the value of products and enrich customer choices. Generally speaking, in the feasibility study stage of the hotel, the positioning of tourists is basically determined, and the main supporting products are designed and formed. Therefore, in the face of the current business difficulties, it is not necessary for high-star hotels to consider transforming their main products to meet the needs of business customers to meet the needs of tourism customers. Instead, we should consider transforming products that meet the needs of overseas business customers into products that meet the needs of domestic business customers, that is, adjusting the proportion of these two customers, reducing the number of overseas business customers, and trying to make up for it by developing the domestic market.

Specific measures can be taken as follows. First of all, to retain the core customer base, the method is that when their ability to pay is forced to decrease, the hotel will try its best to maintain the product level of providing customers by reducing prices or upgrading; Secondly, to attract more customers and maximize the value of all products, the value-added part must be recognized by its segmented customer groups. For example, the common methods that customers are really willing to accept include reducing service fees, providing free breakfast, giving buffet coupons, VIP upgrades, and double-point rewards for frequent flyer programs. Furthermore, on the basis of integrating the internal resources of the hotel (such as rooms, restaurants, entertainment and other bundled sales. ), to integrate the relevant available resources outside the hotel. For example, some hotels in China cooperate with companies that provide natural healthy sleep products to provide sleeping pillows for their guests. The purpose of the hotel is to explore and induce the housing needs of guests, while the purpose of Sleeping Pillow Company is to promote its own products. Then, when the guests feel really comfortable and effective after using the hotel pillows, the hotel can sell the same pillows to the guests.

When integrating external resources, hotels must abide by the following principles: first, hotels, customers and partners all benefit reasonably; Second, the integrated external services/products should be real; Third, the hotel benefits not by selling the services/products of the partners, but by selling the hotel's own products as a means of promotion; Fourth, this practice is just icing on the cake, not too excessive, affecting the image of the hotel's main business.

Third, improve the sales awareness of front-line customers while giving full play to the leading role of sales staff. In the face of the coming market winter, the first person who feels chilly is the hotel sales staff-can this year's sales task be completed and next year's budget target will be improved year by year? As a hotel management decision maker, the first thing to do is to stabilize and expand the sales team.

First, we should go deep into the front line of sales and analyze the market situation and the tasks of the hotel together with the sales staff, with the aim of having a basic understanding of the market and the business objectives of the hotel; Second, formulate flexible sales strategies on the basis of * * * knowledge, and adjust them quickly with market changes; Third, objectively formulate the performance appraisal indicators of sales staff, and urge them to complete the corresponding supporting indicators, including management supporting, such as the inclination of various policies, and product supporting, such as hotel rooms, catering quality, and characteristic guarantee; Fourth, transfer employees with sales talent or training potential from other departments to enrich the sales team.

Hotel sales can't be separated from the cooperation of various departments and personnel in Qi Xin, so all employees, especially front-line customers, should really understand and feel the relationship between hotel sales performance and themselves, such as personal income and job evaluation. This is not to say that because of the bad market situation, all hotel employees are assigned indicators to attract customers regardless of their positions, but to ask everyone to think about hotel management from the standpoint of hotel sales on the basis of completing their duties. For front-line customers, if the sales awareness is improved, it will be easier to cooperate with second-line and sales departments to form a three-dimensional sales network. To achieve this step, management should be flat and authorization should be delegated to the front line.

In addition, for grass-roots employees, we should not instill too many principles and concepts, but should pay attention to enhancing their sales awareness through case analysis and collective discussion, and gradually let front-line employees understand, recognize and solidify through inspiration. Talking about sales is not necessarily to sell hotel products to customers, but to deal with them randomly according to their own work characteristics and customer needs. Sometimes what customers need is a sincere smile, and sometimes what customers need is a few intimate family words. These seemingly simple and ordinary hospitality behaviors can produce unexpected sales results.