Case study on hotel room marketing scheme

Any hotel in the world began to go bankrupt and disappear from the day it opened. In the process of hotel management, crises are everywhere. As hotel managers, the only thing we can do is to extend the life of the hotel as much as possible.

Every hotel in the world has a good strategy, but why did some close down in two or three years, while others developed into a century-old hotel group? What is the reason? Tactics determine strategy.

No matter how good your strategy is, if the tactical strategy goes wrong, the hotel will die happily in the self-righteous strategy.

Hotel marketing planning can not simply focus on hotel functional services, because the functional services of the hotel industry have been homogenized since the day it was born. The room is for sleeping, the restaurant is for eating, and KTV is for singing. Even if the space hotel is built, the room will still be used for sleeping, and it is difficult to find the difference.

There is no differentiation, so what can be used to attract tourists? In the long-term exploration of hotel practice, the business of the same four-star and five-star hotel hardware is very different. It turns out that what customers buy is not the service function of the product, but a feeling.

What we sell is not the functional service of the hotel, but a feeling. The purpose of marketing planning is to make customers happy, impulsive and eager to clinch a deal!

For example, the price war in the hotel industry can't just reduce the price. At the very least, you should be famous. What is the reason for the discount? What's the theme? Limited time? Are there any restrictions? Can you make customers impulsive?

Value exchange marketing

There is a four-star hotel, because it has a certain history, cost control has seriously cut off the blood circulation needed for operation. After several twists and turns, the life of the sales department has failed, and the hotel soon entered a state of paralysis of losses.

But the chairman of the hotel has always believed that any business model in the world can be copied, and only people can't copy it. The key is to find the right person and do the right thing. After countless changes, the capital chain of real estate companies transferred to hotels to survive began to break.

At this critical moment, he found a hotel planner and said to him, "I have no money for you. Please save my hotel. I will give you 20% of the operating profit every month." Hotel planners think that the hotel business department itself has no profit, plus logistics sharing, which is not embarrassing for themselves!

Who would do something completely insecure? However, on second thought, the hotel planner thinks that he is still the general manager of another hotel. First of all, he doesn't need to change the environment. Second, he doesn't need to take risks. He just takes time to evaluate the progress of the plan every week. The next day, the hotel planner accepted the case.

After a busy week, the hotel planned and implemented its own layout, and he only went to the hotel once a week for field observation. Soon, it seems that an impossible thing happened. In just three months, the hotel spent almost no money and soon made huge profits.

It turned out that the hotel planner positioned the hotel in the market, put the hotel on the market as a local brand hotel with a certain history, and rented four suites and a presidential suite to a local TV station and a newspaper for free. Television stations regularly publish hotel image publicity and preferential policies of various departments 20 times a month, and newspapers regularly publish hotel news interviews and preferential policies 10 times a month for three consecutive months. After three months, the hotel has become a famous local hotel with historical brand, and with the promotion of other marketing planning activities in the hotel, the old hotel has become an old local brand hotel, which makes guests feel more valuable. The third month's financial profit and loss statement came out, and the hotel made a profit.

Value exchange is to reduce cash expenditure as much as possible and exchange a large amount of cash difference by offsetting costs, so as to achieve the effect that the hotel can not only retain cash but also attract tourists. Value exchange means that you can do business without paying money, so that customers can find valuable feelings.