Try to analyze the consumption psychology of hotel guests?

Starting with the analysis of several consumption psychology of hotel customers, this paper discusses how to do a good job in hotel service.

First, experiential psychology.

Traveling abroad is also a process of seeking novelty, novelty and novelty, and more and more tourists pursue the feeling of gaining experience. "The summer vacation after the college entrance examination, our family went to the resort to travel. One day, we didn't go out in the hotel and felt bored. At this time, the waiter who came in to clean the room greeted us and suggested, "Our resort has built a new water world. I heard that it's very exciting and fun, not to mention that it's so hot and it's good to play with water. "We heard some excitement, then immediately put on our swimsuits and came to the water world. From this case, it can be seen that in order to attract more customers, hotels should design and organize many entertainment experience activities while providing basic services, and do a good job of supporting publicity, so that more tourists can enjoy a unique experience while enjoying their leisure vacation.

Second, help-seeking psychology.

It is inevitable that customers will need help in case of emergency when they are away from home. For example, a hotel guest who has checked out left his bag in his room and asked for help. There is something wrong with the electrical equipment in the guest room, which needs maintenance; The customer needs treatment for sudden illness; Guests are unfamiliar with the city and need guidance and so on. In this case, the customer's psychology is anxious. If the hotel can provide thoughtful service in time, it will fully display the service quality and management level of the hotel, leave a deep impression on the guests and win more loyal customers. "My mother and I traveled to Hong Kong this Spring Festival and stayed at a four-star Lido Hotel. We want to go to Times Square, but we don't know the route. So I consulted the service staff at the front desk. He took out a map, told us about it, outlined the route with colored pencils and pointed out the location of the station for us. The thoughtful service of the hotel allowed us to successfully complete the task of tourism, and also let us feel the quality service of a four-star hotel. " It can be seen from this case that hotels should actively help customers when they encounter difficulties, which can make customers feel good about the hotel and easily form repeat customers; But also to the reputation of the hotel, so as to get more guests.

Third, respect psychology.

Every customer grows up and lives in a certain cultural environment, thus forming different values, lifestyles and consumption psychology, which should be respected. Hotel staff should understand the customs of major countries and regions and provide different services for different nationalities in different countries and regions. The common manifestations that hotel customers need to respect are personality respect, social and cultural respect, religious belief respect and so on. For example, a Muslim couple [I] had been uneasy until they arrived at R&F Hotel, because ordinary hotels rarely have all kinds of prayer supplies, decorations and authentic dishes with their usual Muslim characteristics. However, when they saw that the waiter brought them a new house and prayer supplies specially prepared for them, all their worries had to disappear. While enjoying the authentic dishes specially prepared by the hotel for them, they were moved by the sincere and meticulous service of the hotel and left a sentence in the guest book: "Living here is like living at home. If there is an opportunity, we will experience these wonderful days again when celebrating our wedding anniversary. " The hotel's full respect for the religious beliefs of Muslim couples has won praise and established a good reputation for the hotel.

Fourth, psychological compensation.

Tourists have stress in their daily life. The purpose of traveling is to relieve stress and seek psychological compensation. They are eager to be valued and enjoy the feeling of being cared for. I interviewed the manager of the training department of Century Jal Hotel in Beijing, and she told me a real incident: "A guest was injured by the room setting during his stay in the hotel and asked the hotel for compensation. The hotel found out that the cause of the injury was caused by the customer himself, but the hotel did not ignore it, but did a good job of appeasement in time to prevent the situation from further intensifying. The hotel has done the following work: apologize to the guests and ask them if they need further treatment; Give warm service to guests during their stay and try to meet their legitimate requirements; The manager of the public department and the manager of the housekeeping department also take special care and visit the injured guests regularly. " In this way, although the customer was hurt in the hotel, he comforted and compensated the customer physically and psychologically afterwards, which reduced or even eliminated the customer's dissatisfaction and embodied the purpose of hotel customer first.

Verb (abbreviation for verb) ambivalence

Everyone has ambivalence, and hotel customers are no exception. There is an example: "[2] At noon one day, a guest who came out of Hangzhou Hotel took four hangers. She didn't know that the clothes hanger in the hotel was not a gift, but the receptionist found it, but because of face, she insisted on not returning it to the hotel, saying, "Some hotels give it away after washing. What makes you say they are private? "At this point, the lobby manager realized the ambivalence of the guests and came up with a way to give them a step down without hurting their face: first, he smiled at the guests and asked,' What can I do for you? "Invisibly narrowed the distance with the guests and laid the foundation for solving the problem; Then, admit that the guest's statement is true: "Some hotels give clothes hangers when washing clothes", but immediately the conversation changed: "But our hotel has not implemented it yet", subtly suggesting that clothes hangers are not gifts in this hotel, thus safeguarding the interests of the hotel; At the same time, give the guest a reason to accept it as a suggestion, which is in line with the guest's mind; " Your clothes must be more afraid of wrinkles, so it's not good to take them out. "That guests don't want to take the hanger for yourself, but they are afraid to wrinkle the hanger, so they will find a table for your majesty. Put forward the countermeasures to save the guest's face without causing losses to the hotel property: "Why don't you pay for these four hangers?" And say "no extra fees" at the reconciliation desk, which makes both parties happy. This case tells us that even the guests' mistakes in the conflict can't be exposed face to face, but we should try our best to find ways for the guests and guide them to make up in a euphemistic tone.

Privileged psychology of intransitive verbs

In the subconscious of guests, there is generally a desire to enjoy privileges. This privilege is manifested in: "I am a guest, I need your service, I have the right to enjoy the service, and I have the right to ask for anything." Most hotel customers are self-funded and not very rich. To a large extent, their psychology in hotel consumption is to spend low prices and enjoy quality service. Therefore, they will put forward a series of requirements for the hotels they stay in, which are sometimes unreasonable and harsh. On the one hand, they hope to ensure the quality of service they get for their consumption, on the other hand, they hope to get corresponding compensation after expressing their dissatisfaction to reduce their expenses. It is this kind of psychology that makes them have high expectations for service quality. If they are slightly dissatisfied, they will complain, even to the hotel. First of all, the hotel should take all preventive measures to avoid customer dissatisfaction, including strict training for employees and strict inspection of hotel hygiene and facilities. Secondly, hotel managers should make regular inspections, take the initiative to understand the customer's satisfaction with the service and find the customer's dissatisfaction in time. Finally, in the face of customer complaints, even if it is unreasonable and overbearing, we must adhere to the principle that customers are God and control our emotions. Always treat customers with a friendly and warm attitude and smile, so as to satisfy their privileged wishes and calm their anger. Then rationally find a solution to the problem. Under the premise of not losing the overall profit of the hotel, try to meet the needs of customers.