Hotel Internet Marketing Strategy

Hotel Internet Marketing Strategy

1. Internet marketing is an inevitable choice for hotel marketing

1. Capture customer information and achieve satisfactory service

As a hotel, customer satisfaction is the goal of hotel service. Therefore, it is necessary to know when, where and what kind of service the customer needs. The hotel knows the specific needs of customers through online booking and interactive information services on the Internet, and strives to provide guests with the services they need. The method of online booking can not only attract online customer resources, but also facilitate computer management of online customer resources. Thereby providing personalized and humanized services, allowing the hotel to seize more potential customer resources and win development opportunities.

2. Improve hotel competitiveness and establish hotel brand

Information is an important strategic resource for hotel operations. Through the Internet, hotels have more customer information in business competition so as to have more markets. Brand is very important in online marketing. A hotel with a brand will convey the unique service concept of this brand to guests. This is an essential management content to achieve the best results in online marketing. It is also required to establish a good online image of the hotel. E-commerce is the best business method for hotels. It can sell rooms globally through online booking and realize off-site sales. Online booking has greatly expanded the hotel's customer source channels and established the hotel's image.

2. Characteristics and forms of Internet marketing

The characteristic of Internet marketing is that customers have strong initiative, so the brand must be established before customers search for information or purchase goods online. Image. In this way, it is possible for customers to actively search for information on the hotel's website, and the hotel can effectively deliver product information to customers.

1. Online booking

Online booking will greatly improve the efficiency of order reception, shorten processing time and reduce the possibility of errors. Through electronic means, orders are quickly transferred to the corresponding order processing point. This will save time and money while giving marketers more time to work on sales. The website tells customers about the functions of hotel rooms through images. When booking online, in addition to filling in the specific check-in time and room type, customers can also fill in some specific special requirements based on what they see. This allows the hotel to Provide customers with more personalized services.

This will help improve customer loyalty and help meet customers' intrinsic needs. After the order placed by the customer is confirmed, there should be a software system that allows the customer to query the order processing process, so that the customer can track and supervise the execution of the order. Some customers who make hasty decisions should be allowed a period of time to change services and modify their orders according to their preferences. When the customer has no objections, keep in touch with the customer frequently until the customer checks in or comes to the hotel for consumption.

2. Hotel website

The website should allow customers to find all the information they need on the Internet so that they can choose, design and assemble by themselves. The hotel provides highly customized products and services, makes purchase decisions, and can freely query its previous consumption records. When customers want to communicate with hotel staff, they can do so immediately no matter what medium they use, such as email or BBS forums.

Establish an independent website for the hotel. Effectively carry out online marketing. Reduce dependence on the online reservation system. The hotel will continue to develop marketing channels, improve sales and marketing management levels, establish brand awareness, and strengthen customer resource management. and competition concepts, while also improving the hotel’s independent pricing and control rights. In line with the hotel's positioning and long-term development strategy. Taking advantage of the convenient communication conditions of the Internet to extensively carry out product usage tracking services and promptly solve various customer problems is an important measure to increase the access rate of network sites.

Website construction should be based on creating a publicity window on the Internet, focusing on highlighting the characteristics and advantages of the hotel, achieving the purpose of interaction between customers and the hotel, and focusing on the characteristics and practicality of web design. After the online booking has achieved initial results and achieved a certain scale and efficiency, we will then invest in the later maintenance and promotion plan of the hotel website. On the one hand, the website allows customers to know the location, price and type of the hotel they have booked in advance. Through virtual rooms, customers can fully experience the hotel's products and services before checking in. On the other hand, hotels can obtain more customers' interests and preferences from online information platforms, reintegrate hotel products according to guests' individual needs and capabilities, comprehensively improve hotel services and hotel management, and maximize customer satisfaction.

3. Hotel information management system

The marketing department should set up marketing information system management positions. The hotel should use an advanced computer management system to enable the marketing department to network with the front-office department and back-office departments to share information. Hotels should use the Internet website to promote the hotel to the outside world, seize the online market, and accept online reservations. This ensures the timely collection and transmission of information inside and outside the hotel. The various departments and positions in the hotel should cooperate with each other to jointly meet the needs of customers. A hotel network designed and operated with the customer as the center is by no means only related to the marketing department or the marketing strategy customer service department. Any other department should actively cooperate and reform its business operation processes to adapt to the customer-centered requirements. . Collect extensive market information to ensure proper command. The marketing department should conduct planned, regular and targeted market research. Focus on collecting hotel market, guest demand trends and customer source dynamic information to understand competitors' operating conditions, promotional activities and price situations, so as to provide sufficient and accurate information for correct decision-making. Valid data and information.

4. Internet marketing advertising strategy

The purpose of advertising is nothing more than to establish the hotel's image and promote its service products and attract more new and old customers. The hotel website can establish connections with other websites to increase click-through rates; it can also use online news or forums to achieve advertising purposes. It is possible to start a topic alone within an organization. To attract the intended public to join, you can also find a topic discussion group related to the advertisement you are making, cleverly insert it, and organically integrate your own advertising information into it. You can also select an appropriate location in a group and simply paste the advertisement. Hotels can also send advertising messages directly to potential customers via email.

The biggest advantage of online advertising is interactivity, low cost, fast and convenient, and it is easy for hotels and customers to establish one-to-one marketing relationships, just as people can only interact with each other through mutual exchanges and communication In order to enhance mutual relationships, the interactive method enables advertising to communicate and communicate from the customer's perspective, which greatly increases the target audience's welcome and acceptance of advertising.

3. Implementation process of hotel online marketing

1. Market positioning of hotel online marketing

Online marketing has the characteristics of two-way. That is, hotel operators must Understand the various situations of online customers. At the same time, you must also understand whether your products are suitable for online customers. The hotel can first use its own website window to understand the situation of the customer group and understand the needs of the customers. For example, obtain customer demand information through the Internet. From this, you can determine which guest room products you want to sell online, determine your online market goals, and specify the direction for online marketing.

2. The main objects of hotel Internet marketing

Internet marketing objects are proposed for customer groups that may make purchases in the online virtual market. According to the hotel's own product characteristics, determine the main marketing targets. Through the content production of the website, attract these groups to visit. For hotels, the customer groups are roughly young people, business guests, leisure vacation guests, etc.

When determining the main target of Internet marketing, you must also understand and pay attention to the group distribution of Internet users. That is, by focusing on customer groups on the Internet and combining your own product characteristics, you must finally determine the main target group of Internet marketing.

3. Overall planning of hotel online marketing

The goal of online marketing is to promote the hotel and increase its popularity. Form a certain customer base and be able to book hotel rooms through the Internet in the near future. . This goal is achieved by designing specific information content. A customer's desire to book a hotel room is a complex and multi-stage process, and marketing content should be determined based on the customer's decision-making stage of booking and the different stages of the hotel product cycle. A customer's online reservation for a hotel goes through the understanding stage, trial stage and usage stage. Hotel operators must pay attention to the marketing content at each stage and carefully cultivate the online customer base. Make the hotel's online reservations successfully pass through the incubation and growth stages, and enter the maturity stage of a virtuous cycle.

4. Product mix of hotel online marketing

Online marketing must also enhance marketing efforts through product mix to enhance the hotel’s visibility on the Internet. General online marketing activities mainly include online advertising and hotel websites. Online advertising and hotel websites mainly serve the functions of publicity, reminders, and information collection. Hotels can use multimedia network combination products for online marketing. These two methods are used in cross-combination according to the business situation and the development of online booking. Maximize online promotion results. When it's time to attack, launch it through online advertising to stabilize the online customer base; also carefully craft the information content of the website to firmly attract potential customer groups and establish a good hotel image on the Internet.

5. Marketing channels for hotel online marketing

To achieve success through online marketing, scientific management of marketing channels is very important for hotels. Hotels must not only establish their own independent reservation systems and hotel websites, but also seek and adopt more channels for online reservations and marketing. With the Internet economy booming again, more and more online promotion resources have emerged, providing more opportunities for potential customers' business information. These valuable online promotion resources have expanded online marketing information delivery channels and increased the hotel network. Opportunities for marketing success.

In order to establish a good brand image on the Internet, hotels must continuously communicate and coordinate information across various marketing channels to ensure the consistency, continuity and unity of the hotel's online marketing. This is an indispensable management content to ensure the best results of online marketing. This is also needed for the hotel's online image.

4. Development trends of hotel online marketing

1. In-depth development of blogs, WeChat, website marketing and video advertising

In the past few years, blog marketing has It has achieved rapid development. However, due to the limitations of Weibo, hotel blog marketing may be lower than WeChat marketing in the next few years. WeChat and websites will become mainstream online marketing methods. Weibo marketing has become an integral part of the hotel's online marketing and marketing strategies. The hotel's WeChat network will lead online marketing into the era of all-employee marketing. Video online advertising will become a new competitive hotspot. Website videos can comprehensively display the hotel's overall image and guest room facilities. Through vivid advertising, it can attract more customers to come and enjoy it. In the near future, a large number of video websites will develop explosively.

2. Standardize website optimization strategies

Hotel website optimization has become an inevitable requirement for online marketing business strategies. If the basic idea of ??website optimization is not reflected in website construction. In online marketing It is difficult to gain a competitive advantage in an online marketing environment where the level of marketing is generally improving. The standardized website optimization ideas advocated by New Competitiveness Internet Marketing Management Teachers are recognized by more and more hotels, that is, website optimization is not just about optimizing rankings for search engines. The improvement of search engine rankings is only one of the inevitable results of website optimization. aspect.

The basic idea of ??new competitiveness network marketing management website optimization is to provide convenience for customers to obtain information through the reasonable design of website functions, website structure, web page layout, website content and other elements. That is, through website updates A good way to deliver valuable online marketing information to users and maximize the online marketing value of the website is to enable the hotel to establish an honest management mechanism and a higher communication platform, expand its visibility, open up new markets, and promote marketing.

Internet marketing will be more than just regular content such as website construction and website promotion. The focus of Internet marketing is not just the growth of visits and short-term profits. It is related to the overall competitiveness of hotel marketing. strategy. With the rapid expansion of Internet users, Internet marketing has become the current trend of hotel management and development. It represents the inevitable direction for the hotel industry to survive and develop in the information age.

Internet marketing is not a simple continuation of marketing. Hotel operators must have a strategic vision to carry out Internet marketing. They must develop Internet marketing plans in a planned and step-by-step manner.

3. Integrate resources for online marketing

Hotel online marketing not only promotes its own products through media on its own website, but can also collaborate with other businesses to promote products and use new media When conducting online sales, what the individual earns is turnover, and what the platform earns is the profit point of the hotel.