How can hotel management bring more tourists?

With the improvement of living standards, consumers' requirements for the quality of accommodation are also constantly improving. According to the "20 19 Online Word-of-Mouth Report of China Accommodation Market" released by Zhonghui Information, except for the price dimension, the number of views of high-end hotels has increased in different degrees, among which the number of views of the service dimension has increased the most, with an increase of 22% over last year, exceeding 3.5 million (see figure). Consumers in mid-to high-end hotels are paying more and more attention to the service quality of hotels. Service innovation has become the key for hotels to achieve product differentiation, gain growth momentum, build brand characteristics and win competitive advantage, and it is also the most cliche topic in the development of hotel industry.

I have to say that service innovation. On July 3, such a message appeared on the WeChat public platform of Yicheng Hotel.

"I went back to my room, pushed open the door and saw the scene in the room, and I was already moved." Ms. Li said excitedly, "I thought the surprise was over. I didn't expect the hotel to invite my husband and me to the restaurant to make a birthday cake, which made us feel more involved." Because of busy work, my husband and I have been on business trips in the past few years, but there has never been a hotel that has gone to great lengths to celebrate our birthday like Yicheng. The oriental style service that Yicheng has been talking about-the details can always bring unexpected surprises to guests, which should be the case. "

It is understood that when the lobby manager of Yicheng Hotel registered the identity information for the guests, he learned that the guests were the same Amanome and expressed his birthday congratulations to the guests. Together with the general manager of the hotel and Ms. Li's husband, she gave the lady a surprise.

This is a typical activity to achieve high satisfaction through service innovation, and Yicheng Hotel is undoubtedly the biggest winner in this activity. It is the unremitting pursuit of every hotel to know that the guest experience is not only satisfying, but also tapping the needs beyond the guest experience, constantly innovating products and surprises in the consumer's stay experience. Psychological research has found that for generally satisfied customers, once they find a better product, they will still change their choices, while for very satisfied customers, they will not change easily. A high degree of satisfaction and pleasure will have emotional attraction to products, not just rational preferences. It is this attraction that creates a high degree of customer loyalty. Maintaining long-term customer satisfaction is conducive to the establishment of customer relationships and improving the company's long-term profitability.

Make yourself a customer first. How can we resonate with our customers? We should establish a customer-oriented corporate culture. It's not the first time for Yicheng Hotel to have such a high-quality event. How did Yicheng Hotel, which was highly praised, establish a customer-oriented corporate culture? From the beginning of the brand establishment, Yicheng Hotel emphasized to bring customers "oriental service based on inner care and combining Yicheng's meticulous feelings, bringing unexpected surprises and amazing trips to guests in details". In order to get closer to customers and understand their needs and preferences, dongcheng international Group also established the Institute of Contemporary Oriental Lifestyle in cooperation with Jinan University, which is supported by academic research and comprehensively explores customers' psychology. At the same time, the "Annual Oriental Lifestyle Trend Report" was launched to visualize and digitize customers' consumption trends and preferences, providing a scientific basis for creating products that are more in line with consumers' preferences. It is this top-down all-round "customer-oriented" corporate atmosphere that can make employees have such a sensitive pressure response, entertain from the heart, dig deep into customer needs, consider problems from the perspective of customers, think about what customers think and worry about what customers are anxious about. The data shows that the average favorable rate of OTA in Yicheng Store is as high as 99%.

Innovation is the key to win the favor of consumers and attract the attention of "customers", but innovation that does not focus on customer needs is tantamount to an armchair strategist. With consumers' demand for mid-range hotels becoming more and more comprehensive, the competition between hotels is not only service, but also a bright spot, the advantages of software and hardware. In this competition, only by attracting the attention of "owners and residents" can we win.

While enjoying the reputation of guests, Yicheng Hotel is the first hotel brand in the industry that focuses on "Oriental Lifestyle". What other innovations have won the favor of consumers?

Taking oriental aesthetics as the product design concept, creating hotel space with oriental art and integrating the essence of eastern and western cultural design, Yicheng Hotel is committed to providing professional services to guests in the oriental atmosphere. Starting from the four service concepts of "Zen, tea, ceremony and rhyme" in the East, let the guests feel the accommodation experience full of oriental charm. Yicheng Hotel not only provides guests with the first Wenchuang tea bar, but also allows them to enjoy their private space. And for business guests who get up early and are in a hurry, we will provide "Friendship Road Early" intimate breakfast booking and packing service. In addition, Yicheng Hotel has independently developed a series of white tea care for its guests, focusing on creating YEECHA, an elegant tea bar, so that guests can feel the noble and exquisite enjoyment of oriental customs with popular consumption.

All innovations should be based on the core values of owners and residents: bringing exquisite "good things" to residents and bringing more incremental income to franchisees.