Hotel product development

I. Basic concepts and elements of hotel planning

1. Basic concepts

"Planning is strategy and planning, which is to systematically and comprehensively conceive and plan a future work or event on the basis of investigation and analysis of relevant materials, formulate and select feasible implementation plans, and plan countermeasures according to target requirements and environmental changes. From this, it can be considered that hotel planning refers to the operational process that hotel planners creatively design and plan hotel business plans, plan business countermeasures and then put them into practice in order to achieve the objectives of hotel organization through investigation, analysis and demonstration of hotel market and hotel environment. In short, hotel management planning is an operational process of planning and conceiving a hotel organization or hotel products.

2. Basic elements

Hotel planning generally consists of four basic elements: planner, planning target, planning object and planning scheme. Planner is the creative subject of hotel planning activities and hotel planning system, and occupies the primary position in several elements of hotel planning; Planning goal is the motive force and guide of hotel planning, and its purpose is to clarify such issues as "what to plan", "to what extent to plan" and "what kind of planning effect to achieve". The planning object can be a hotel organization, a department, a product or a thing; Planning scheme is a kind of materialization of planning thought, but due to different angles of planning activities, different planning levels and standards, planning schemes will have different styles. In any case, planning is a complex system engineering, not a simple accumulation of several elements. Therefore, it is very important to organically coordinate and optimize the integration of related elements in planning activities.

2. Methods and procedures of hotel management planning

1. Planning procedures

1) Ask questions (problems that are urgently needed to be solved or realized).

2) draw up a plan (including the matters involved in planning, time, division of labor, etc.).

3) investigation and analysis (collecting and sorting out internal and external materials, data and market conditions, and conducting research and analysis).

4) form creativity (ideas, methods or solutions to problems).

5) Clear objectives (objectives to be achieved or realized after planning activities).

6) establish the theme (the theme of implementing planning activities).

7) write a plan (see 2 for the outline of the plan).

8) discuss and improve (ask relevant personnel to express their opinions, modify and improve the plan).

9) organize the implementation (to ensure the smooth progress of planning activities and achieve the expected goals).

1) summarize and improve (foster strengths and avoid weaknesses, and provide valuable experience for future planning activities).

2. Basic outline of business plan

A complete hotel business plan should include the following main contents:

1) The theme of business plan;

2) the name or department of the planner;

3) the completion time of the planning;

4) summary of the purpose and content of the planning;

5) content and detailed description of the plan;

6) time schedule of planning activities;

7) the planned budget and plan (people, money and materials);

8) Relevant information of planning;

9) If there are the second and third schemes, write their outlines;

1) Matters needing attention when planning activities.

3. Business planning cases and comments

1. Opening plan of new hotel

1. Planning theme: opening plan of Jiaxing Oriental Hotel, a joint venture between China and Japan

2. Planner: Yang Jianying

3. Planning completion time: March 5, 1995

4. Planning purpose: through planning, focus on activities before and after opening.

5) Planning content:

i. Determine the business scale and functions of the hotel, and highlight the unique products:

a. The first Sino-Japanese joint venture hotel in this city;

B. The city has exclusive sauna and bowling alley;

C. It has a unique shooting range with live ammunition in the province;

D. Entering the "East", you can provide food, accommodation, entertainment, health and social services in one train;

e. The waiters are all trained in tourism theory and practice;

F. is located in the downtown area with convenient transportation.

II. advertising:

a. determine the image slogan and positioning slogan: "step into the east, life is brilliant"; "Oriental Hotel, noble but not expensive".

B. determine the auxiliary advertising language: (this article is omitted).

C. compile and produce different forms of advertising materials suitable for different publicity channels (specific requirements are omitted in this article).

D. Do different forms of advertising through local influential advertising media one month before and one month after the opening of the business:

A) exclusively order TV series, insert image advertisements and product advertisements;

B) Publish a series of advertisements and a column on the hotel's situation with prizes and answers in the TV weekly newspaper subscribed by thousands of households;

C) one month before the opening of the business, design and print advertising leaflets and brochures, and organize the marketing department and other personnel to go to enterprises, institutions and major street corners for wide distribution and mailing;

D) Hang street-crossing advertising banners on the main streets of the city before and within two weeks after the opening;

E) A week before the opening of the business, the local daily newspaper continuously published progressive related suspense advertisements (the content is abbreviated) in an ingenious way, and the opening ceremony was announced;

F) In order to spread its influence to the surrounding areas, one week before the opening, float cars will be used to drive on the main streets of five counties and two districts to publicize the hotel situation (float production and content composition are briefly introduced);

G) Create news hotspots (project features, typical good deeds in preparation, social welfare activities, the significance of opening to the city, etc.), actively provide news clues, and strive for legal free advertising;

H) Make small souvenirs with hotel logo and give them away in marketing activities and operations.

III. Take advantage of the government's emphasis on attracting investment and supporting joint venture projects to hold a grand and warm opening ceremony outside the hotel gate; Invite city leaders and representatives of relevant departments, units and target customers to attend the opening ceremony; After the ceremony, the participants are invited to visit the hotel's operating facilities, taste banquet dishes and experience banquet services, so as to further strengthen their personal experience of hotel products and achieve the purpose of cultivating potential customers and voluntary marketers.

6) Schedule of activities

i. Advertising design time, from the first half year to the first three months;

II. For the implementation time of the opening advertisement, please refer to Article V and 2.4);

III. preparation for the opening ceremony

a. three months before the opening ceremony, design the business products and business methods for the opening ceremony and the next month;

B. One month before the opening, design ceremony procedures and lists, list ceremony supplies of all departments and purchase them;

C. Send out the invitation to the ceremony one week before the ceremony;

D. three days before the opening of the business, the environment and greening layout will be started, and the lights will be decorated;

e. Opening ceremony program and schedule

a) At 8: , a huge red curtain was hung outside the gate, with the words "Entering the East, Brilliant Life-Opening Ceremony of Jiaxing Oriental Hotel, a Sino-Japanese joint venture", the audio equipment was installed and debugged, and a big red carpet was laid on the ground;

b) At 9: , a ceremony registration office will be set up in the lobby to prepare signature books, pens, brushes, corsage, guest ID cards, information kits, souvenirs to thank guests, etc.

c) at 9: 2, all kinds of internal and external journalists are in place, and the hotel office presents the press release to the media reporters;

d) at 9: 3, the general manager leads the department manager to greet the guests on both sides inside the lobby door;

e) At 9: 5, the people attending the ceremony will enter the venue (outside the store, in front of the city leaders, leaders of the industry authorities, the chairman and vice-chairmen and foreign guests);

f) At 1: , the host (general manager) announced the opening ceremony, announced the main leaders and guests attending the ceremony, announced the ceremony procedures and played the national anthem;

g) at 1: 1, the chairman of the hotel delivered a speech (the office prepared the speech for review two days in advance);

h) at 1: 15, the vice chairman of the foreign party delivered a speech (the office prepared the speech for review two days in advance);

I) at 1: 2, the competent department of the industry gave a speech;

j) At 1: 25, the city leaders gave a congratulatory speech (the office prepared a speech for submission two days in advance);

k) at 1: 3, please ask the city leaders to unveil the store sign, play a March, put homing pigeons and set off firecrackers;

l) at 1: 5, the ceremony is over, and the guests are invited to visit the main business facilities of the hotel;

m) At 11: 3, the opening ceremony banquet (banquet hall) was held, presided over by the general manager, and the chairman made a toast. The general manager announced the banquet, and the general manager led the department manager to toast each table to express his gratitude;

n) At 12: 3, the general manager led the managers to see the guests off in the lobby;

o) at 13: 3, the ceremony ended, and the venue was cleared to welcome the real start of business.

7) Budget and plan (mainly reflecting the detailed budget and plan of people, money and materials needed for the whole opening ceremony), matters needing attention during the implementation of the event, planning summary, etc., are limited to space, and are omitted here.

2. Planning book to reverse the old hotel's business depression

1) Planning theme: listening to Wenzhou mode lectures, eating dishes from famous Wenzhou chefs, and watching Wenzhou manage hotels-taking over the management plan of Hotel A

2) Planner and planning date: Yang Jianying (August, 1998)

3) Planning purpose and thinking: Hotel A has been in business for nearly two years. Entrusted with the operation and management of Hotel A, how to make the hotels with poor social reputation and numerous doors full of guests? Hotels and individuals alone can't realize the vision of turning things around in a short time. Only by relying on appealing government departments can people who have consumption potential in enterprises and institutions and can become hotel customers come to the hotel at once. But how to make government departments play this function and advantage reasonably and legally? According to the concept of big marketing, when the interests of enterprises and society are unified, the political forces of society will have a positive effect on enterprises. (3) To help plan or propose solutions and provide conditions for problems that are widely concerned by the government and society, which will inevitably attract the attention of the government. When the government adopts the suggestions to solve the problems and implements them, enterprises will inevitably share the incidental results.

At present, during the transition period from planned economy to market economy, enterprises in our city merged and closed down, and laid-off workers often sat in and marched at the government gate, which disturbed the normal social order and the normal work of the government. In addition, some people in the society especially want to be private bosses, but they don't know how to be them. Wenzhou's market economy is particularly developed, and state-owned and private enterprises can develop simultaneously. There is no such thing as laid-off workers. If enterprises have difficulties, they don't look for the mayor to find a market. Everyone in Wenzhou can be the boss. Why? These experiences are worth learning from, not to mention the fact that the 15th National Congress of the Communist Party of China advocates learning the Wenzhou model throughout the country. In view of the social resources that I have worked in Wenzhou, I decided to implement the business strategy of playing Wenzhou brand for Hotel A, and planned the activity of "Listening to Wenzhou Model Lecture, Eating Famous Chefs' Dishes and Watching Wenzhou Manage Hotels", which was set up by the hotel, led by the government and attended by the first and second leaders of enterprises and institutions. Taking this as an opportunity, the hotel will carry out comprehensive training for the interior-improve the service level and quality, partially transform-introduce Wenzhou catering methods; Externally, carry out comprehensive social public relations, reshape the image of the hotel, quickly gather popularity and reverse the situation of poor management.

4) planning content

i. Wenzhou model lecture:

a. Speakers: Ma Jinlong, director of Wenzhou Economic Restructuring Commission; Teng Zhengshou, chairman of Wenzhou Oriental Group, a state-owned enterprise; Wang Junyao, a private enterprise; director of State Economic Restructuring Commission; professor of School of Management, Zhejiang University;

B. Hosting and issuing the meeting notice: Jiaxing Municipal People's Government Office and Municipal Commission for Economic Restructuring;

C. Participants: Economic Restructuring Committee, Policy Research Office and relevant bureaus, commissions and offices of five counties and two districts in Jiaxing, large and medium-sized foreign-funded enterprises, state-owned enterprises, private enterprises and news organizations;

D. Lecture venue: Hotel A;

e. lecture time: October 8-9, 1998, two days, reported in the afternoon the day before, and checked into the hotel;

F. Implementation Speaker: The Municipal Commission for Economic Restructuring issued an official invitation letter, and the general manager of the hotel contacted to implement it.

II. Pre-lecture preparation and process service:

a. Introduce Wenzhou chefs, compile Wenzhou recipes, purchase utensils and utensils, and ensure the supply of goods;

b. adjust the layout of kitchen, dining room and box, and increase the decoration and environmental layout of Wenzhou culture and style;

C. Introduce the healthy procedure of Wenzhou dining: serve the staple food first, and then serve the wine; Mix sauce and vinegar; The wedding banquet was changed to Wenzhou mode, and small gifts were given free of charge after the banquet;

D. Introduce experts, carry out all-staff training and operation competitions, and improve the service level and quality;

e. compile advertising propaganda, news report materials and image positioning advertisements suitable for different purposes (TV, radio, newspapers, banners, large curtains, brochures and leaflets) (content, release time and method are omitted);

F. hold a forum for new and old consumers and news media to solicit opinions and release information;

g. Implement performing arts business activities during the lecture;

H. establish a total quality management system;

i. Establish a marketing department, define job responsibilities and assessment system, conduct market research, establish customer files and provide follow-up services;

J. During the lecture, comprehensively introduce Wenzhou cuisine, follow up and seek opinions, and feedback and adjust in time;

K. adjust the operation time and mode of revolving restaurant;

L. adjust the types of rooms to meet different needs and improve the room occupancy rate;

m. turndown service will be provided to all guest rooms attending the lecture, and free flowers and fruits will be provided.

III. Work after the lecture:

A. The Marketing Department regularly visits the participants in the lecture and actively provides them with demand design and services;

B. The revolving restaurant introduces Guangdong "Roasted Goose" products that Jiaxing has not yet had;

C. according to the characteristics of the hotel, the hotel is planned to be a conference hotel with distinctive conference characteristics;

D. take three-star hotels as the standard, mobilize all staff, strive for star-rated hotels, improve the visibility and reputation of hotels, and lay a solid foundation for hotels to attract more tourists.

5) Schedule of planning activities, budget and plan, and summary of planning.

3. Planning book for making use of resources, creating hot spots and increasing income

1) Planning theme: making Pearl Hotel a "business home and tourist shop" Planning book

2) Planner and planning date: Yang Jianying (October, 22)

3) Planning purpose: the hotel has achieved four-star listing and opened a room. Combining with the local market situation, using the theory of modern large-scale marketing, the hotel will be turned into a "business home, a tourist's shop", which can fully realize the further improvement of the room opening rate and annual operating income.

4) Planning content:

i. Market research and analysis (only the title is listed below, and the specific content is limited to a short space)

a. Tourism resources where the hotel is located;

B. the geographical location and traffic conditions of the hotel;