The reservation department is more important, have you seen it?

In the eyes of many people, the hotel's room reservation department is an unimportant department, whose job is nothing more than answering the phone and entering reservation information in the system, so some hotels' reservation departments merge with business centers; Some hotel reservations departments merge with the front desk; Some hotel reservation departments merged with the switchboard, especially after some hotel groups implemented the unified management mode of group reservation center to accept reservations, which made many hotels that didn't pay attention to the management of reservation department even more contemptuous, and the future of reservation department became a hot topic. Here I will talk about my own views and dissect the "reservation department" of high-star hotels for everyone. The focus of the revenue manager's work is divided into three parts: 1. Revenue management analysis 2. Reservation department management 3. A large part of distribution management is reservation department management. Why should the reservation department pay attention to it? Look at the following reasons. 1. More than 85% of the room income comes from the reservation department. Whether you are the general manager or the marketing director, you must admit the following. . . No matter how hard the colleagues in the hotel sales department signed the agreement company, when anyone in the company needs to make a reservation, they still have to call the hotel room reservation department; No matter how many difficulties the sales manager of the hotel breaks through, it is still the room reservation department that finally accepts the reservation and enters it into the system. No matter how loyal the individual traveler is, the first thing that comes to mind before checking in is to call the reservation department to make a reservation; So please remember that more than 85% of the room income comes from the reservation department. 2. An important way to maximize revenue The reservation department is like a faucet to control the tourist market. 85% of the hotel's total tourists have to make reservations through the reservation department, so the reservation department is the node to control the house price and capacity (saleable). How to play the role of the faucet is a problem worthy of consideration. The daily work quality of the reservation department has become the basis of high and low room income. A. capacity control capacity control is the control of the hotel's ability to sell houses, including scheduled acceptance, cancellation, modification, WASH DOWN, etc. For a simple example, the hotel reservation department can accept the reservation according to the actual number of rooms that can be sold, or it can make a certain room type overbooked, and the hotel can upgrade for the guests free of charge. The second sales method is a revenue management strategy when the occupancy rate is low, but it will lose the hotel's room revenue when the occupancy rate is high, so capacity control is one of the revenue maximization strategies. How to implement it is decided by the revenue manager according to the dynamic market performance, and the real implementer is the staff of the room reservation department. The above list is only the implementation of a revenue management strategy. Of course, there are many revenue strategies, and the implementation of each strategy is inseparable from the reservation department, so the value of the faucet is reflected. B. house price controls price, which reflects the value of a product. Hotel rooms are all priced, different customer groups enjoy different prices, and hotels sell different prices under different market conditions. I once went to the front desk of an international five-star hotel and asked: What is the advance payment price of your standard room on a certain day? The front desk staff replied: Sorry, please contact our reservation department. This price needs to be booked in advance. Through this conversation, I think everyone can understand the importance of the reservation department in price control. C. Do a good job in product description. An employee of the reservation department who specializes in telemarketing process will describe the product when selling it to the guests, because the hotel room is an intangible product before the guests arrive at the store. High-quality product description can improve the recognition of the hotel products and make the guests feel that the products are worth the money, so as to reach a deal as soon as possible. From this, we can see that the employees of the reservation department are not simply answering a phone call, but doing a telemarketing. D. Upscale sales, strive for more income. Clever reservation staff will strive for an upscale sales in every telemarketing process, and at the same time, they will sell a higher-grade product to the guests, that is, two sales opportunities in one sales process. If the guests can accept high-grade products, the hotel will win more room income. 3. The first impression the hotel brings to the guests. The reservation department is the first department that makes an impression on the guests. The room reservation department of the hotel is the first part that makes a guest's first impression on the hotel. Although the switchboard staff transfers the phone when the guests call the reservation department, the conversation in just one or two seconds will not leave any impression on the guests. The specific reasons are as follows: The telephone etiquette of the reservation staff represents all the employees of the hotel, and the guests can feel the basic quality of the whole hotel staff and the quality of the hotel through the polite telephone answering process. The process of answering the reservation phone is a real dialogue between the hotel and the guests. The professionalism of the staff of the reservation department represents the professionalism of a hotel. Every guest has the right to choose a hotel. Whether his hotel can be accepted by the guests depends on the influence brought by the staff of the reservation department. 4. Coordinators between hotels and travel agencies and other distributors. Every hotel has the following tasks to do. A. Check the room status with distributors in real time. Most hotels have cooperation with some big distributors, such as GDS and IDS, and the room status of hotels is changing at any time. Communication with distributors becomes particularly important, and these tasks are completed by the employees of the reservation department. B. Follow-up Travel Agency Remittance There is a payment method for the travel agency to pay. The payment method is that the guest makes a reservation through the travel agency and gives the room payment to the travel agency to pay for it. There is a process of remittance from the travel agency to the hotel. When the reservation staff receives the travel agency order, they need to follow up the remittance from the travel agency. What they must do is to verify the correctness of the remittance account and other information, ensure that the distributor remitted the room payment to the correct account name and account number of the hotel, and confirm that the hotel has received the remittance before the guest arrives at the store. The above are two simple ones, and there are many similar jobs, such as commission checking at the end of the month, commission invoice drawing, remittance follow-up and so on. The above list is only part of the daily work of the reservation department, and there are many work contents, such as membership points and verification of chain hotels; All kinds of daily, weekly and monthly reports required by the group or the hotel; Many hotels are paying attention to the speed of check-in at the front desk and strengthening the training of front desk staff. Here, I would like to remind you that if the reservation department completes all the matters that need to be followed up before the guests check in, the check-in time will naturally be shortened. I hope that through the above simple description, we can re-recognize the importance of the hotel room reservation department, re-recognize the importance of the reservation department staff, no longer ignore the management of the reservation department, and increase the overall income of the hotel by paying attention to the reservation department. Talking about the advantages and disadvantages of group integrated reservation management mode, so the group integrated reservation management mode should be said from three aspects: management, owner and hotel. 1. Owner-it can save the cost of hotel human resources. As we all know, the cost of hotel is divided into two parts: fixed cost and variable cost, while the wages of employees except temporary workers and interns are absolute fixed costs, which need to be paid in off-season or peak season. The integrated management mode of reservation center can completely convert this part of the fixed cost of human resources into variable cost, and the expenses are based on output, saving the payment of fixed wages. While enumerating the benefits, kindly remind the owner that if there is a problem in the cooperative relationship between the owner and the management in the process of using the integrated reservation mode, the owner will have to face a temporary state of no or few customers. B. Management-The profit model of the management has changed, from the original model of charging high management fees to charging channel usage fees, booking service fees and other fees, thus increasing the management's income. C. Hotel-The revenue manager should systematically control the hotel's room status and price changes at any time. When implementing any promotion activities, the hotel must send the activity description to the group reservation center at the first time and explain it clearly to avoid problems. The revenue management strategy should be implemented in the central reservation system to maximize revenue management by placing overbooked quantity. The disadvantage is that the promotion activities that are not supported by the system cannot be implemented, because the group reservation center is also responsible for the reservation work of several hotels, so the employees of the reservation center sell products to the guests by looking at the product settings and descriptions in the system. Too complicated promotion activities will lead to the employees of the reservation center not understanding and explaining clearly, so hotels participating in integrated reservation management need to try their best to implement simple and easy-to-remember activities. The above content describes the work content of the hotel room reservation department and the advantages and disadvantages of the group's integrated reservation management. I hope this article can help you re-understand the reservation department and re-understand the reservation department, and hope that the scientific management of the reservation department can help you get more income.