How do hotels tap the deep needs of customers?

Hotel marketing management needs us to explore the deep needs of guests and turn this demand into the habits of guests. Demand is easy to be satisfied, but when a consumer psychology forms a habit, it is difficult to change. For hotels, this means more loyal customers, which is a new realm of hotel customer management. How to cultivate customers' needs and turn them into a habit? To sum up, it is nothing more than honesty, meticulous, attentive and affectionate. 1. Establish a guest file collection system, and the collection and arrangement of guest files is the basis for doing a good job in customer management. To understand a customer, we must first collect relevant information. This work needs to be carried out by all departments of the hotel at the same time. The marketing department should design the style of the guest information collection form, pay attention to the special needs, consumption habits, taboos and consumption records of the guests, establish a three-dimensional and all-round guest file, and regularly update the file to achieve "knowing people, knowing people and knowing each other". 2. Touched by "emotion", improving guest relations and maintaining customer management do not require you to treat the guest representative as a simple response, but advocate "one-on-one" sincere care. For example, greeting cards can be written by salespeople, even if a few words are more human than printed ones. It is worth mentioning that hotels should consider whether it is necessary to use SMS platform to send hotel promotion information. Many hotels like to send their recent preferential activities by SMS, such as "send them when they are full" and "annual big discount". I don't agree with this way. It is undeniable that SMS is a very timely platform, but it is not the most effective, especially now that all kinds of "spam messages" are flying all over the sky, and mobile phones belong to the category of private space. No customer wants to take the time to read some promotional information that he is not interested in, let alone send it regularly every month. We should choose a good opportunity to impress people with "love". In this regard, the Oriental Hotel in Bangkok provides us with a classic service case. Yu Xiansheng went to Thailand on business and stayed in Oriental Hotel twice. Later, due to business adjustment, Yu Xiansheng didn't go to Thailand for three years. On Mr. Yu's birthday, I suddenly received a birthday card from the Oriental Hotel with a short message: Dear, you haven't been to our place for three years. We all miss you very much and hope to see you again. Today is your birthday, I wish you a happy birthday. Yu Xiansheng was so excited that tears welled up in his eyes at that time that he vowed that if he went to Thailand again, he would never go to another hotel, and he must stay in the Oriental Hotel. He would persuade all his friends to choose like him. 3, targeted design theme guest networking activities to promote communication. In addition to sending greeting cards to guests and paying attention to their consumption habits, hotels can also try to design some targeted guest networking activities. For example, invite guests to hold fishing competitions, mountaineering activities, picnics, tea parties and so on. And take the initiative to establish a wider communication channel with guests, so as to transform the service and service relationship between hotel employees and guests into a friend relationship. 4. Pay attention to the establishment of talent marketing system. The products that the hotel can provide are, in the final analysis, services. And the service is done by people. There are many ways to promote hotel products, such as print advertisements, TV advertisements, and personal sales promotion. Compared with advertising, the advantages of personnel promotion are more obvious, and it is easier for guests to accept and establish cooperative relations.