How to establish membership system in chain hotels

The essence of membership system is resource replacement. In the process of hotel management, the pursuit is profit, and profit comes from the products provided. So what products does the hotel offer? Some people say it's a guest room, but I don't think it's all right. More specifically, it's a service.

The purpose of hotel development membership is to enhance user loyalty through a series of exclusive rights and interests, and form a feedback effect. The hotel provides exclusive services for the guests, who rely on the hotel and continue to consume, thus completing the simplest resource replacement.

There is no hierarchy among the guests in this mode. As long as they pass certain conditions, they can enjoy certain rights and interests. For example, many hotels have set up their own official WeChat account. After scanning the code, the guest becomes a hotel member and enjoys the membership rights. For hotels, WeChat official account is used as a marketing channel. This model is a good choice for small-scale boutique hotels, luxury hotels and single hotels.

Mandarin Oriental Hotel, which is famous for its luxury and service, has launched a membership program called "Mo Fan". As long as you register, you can become a member and enjoy some rights. As a luxury hotel, this cultural oriental model allows guests to have a better experience without distinction between high and low. For low-end hotels, the fan model can introduce points system to motivate customers.

Guests who want to become members must pay a certain fee. For example, according to the current annual membership fee of JD.COM Plus 188 yuan, paying members can enjoy many rights such as free mail and membership price. The same is true of Amazon's Prime and so on.

Although users need to spend money in the early stage, they feel that they have earned it when they consume. This membership mode is more suitable for most hotels.

How much membership fee should I charge?

The hotel can earn back the membership fee from the guest's point of view, taking 2~3 times of consumption as a reference. Assuming that the core right of a member is late check-out, and the value is 100 yuan, then the member's pricing is more reasonable between 200-300 yuan. At the same time, it also distinguishes guests. Guests who stay once in a while will not spend money to buy this right. Guests who need to stay frequently are likely to buy this right, and he will be more loyal after buying it.

Through certain standards, members are divided into different grades, and members of each grade can enjoy the corresponding rights and interests of that grade. This classification mode first appeared in the aviation field at 198 1, and was first introduced into the hotel field by Starwood at 1986. Now it has become the standard of most hotels.

Advantages of grading mode:

1? . ? The resource input is relatively matched. Invest different resources according to the value of different customers. High-value users have higher membership levels and naturally have more resources to invest in them.

2? . ? It has great attraction. Most business travelers' business accommodation is reimbursed by the company, and they pursue the ultimate cost-effective enjoyment within the budget. The hierarchical model can give them greater rights and interests. For example, the standard rooms reserved by SPG Platinum members can be upgraded to suites, which is very attractive to business travelers.

The grading model is more suitable for business hotels and chain hotels. If it is a resort hotel, a small boutique hotel or a single hotel, there is no need to adopt this model.

However, there are two points to pay attention to when designing the grading mode.

1? Number of member levels. With more grades, guests will find it too complicated to distinguish rights and interests, so they are generally divided into four grades. If you really need to add another one, you can set "hidden" permissions for the core members and keep them secret.

2? The top is not capped to avoid the "final white effect". Some hotels have a level called "Platinum for Life". After reaching this level, guests do not have to avoid relegation. For example, in the original membership system of Starwood Hotel, if guests have 10 platinum membership and stay for 500 nights, they can get a lifetime platinum invitation. However, in practice, it is found that many guests are not as enthusiastic about this hotel as before, but start spending in other hotels. Because they no longer need to avoid relegation, they will work harder to obtain senior membership of other companies.

Therefore, when designing the membership level, try not to cap it, so that guests have the motivation to continue spending. Hotels can give high-value guests higher rights, but they still have to avoid relegation. For the guests who have obtained platinum qualification for life, special benefits can be designed for this level, such as personal tailor. These rights and interests can not be directly enjoyed, but should be exchanged through continuous consumption or points.

The above three modes are suitable for different hotels, and you can choose according to your own situation.

At present, most hotel chains often adopt the payment mode+grading mode.

1? The rights and interests are simple and easy. Customers don't like complicated rules, they like stupid operations, and complicated things should be done by hotels. Last year, norwegian air shuttle gave up its complicated membership system and only retained six rights, which customers can choose to enjoy every six flights. After the introduction of this simple membership plan, customer loyalty has been significantly improved.

2? The rights and interests are fun and "gamified". Applying game mechanism to membership system can better motivate customers. Intercontinental Group has a project called "Pioneer". Every quarter, members will be given a task list with 1 * * * 5 tasks on it, and members will be rewarded with points after completion. These tasks are difficult and easy, just like crossing the border. When chatting, members will ask each other, "How are the tasks completed recently?" The integration of this game element can make customers addicted to your membership system.

3? Personalization of membership rights. Compared with the unified rights and interests, personalization can mobilize the enthusiasm of members to the greatest extent, and Qantas Australia has made an attempt in this regard. It has launched a membership activity called "My Wish", and each member can put forward the rewards he wants next year, and Qantas will put forward corresponding requirements according to the value of these rewards. The final result shows that the annual consumption of participating members has increased by more than 20%. This idea can also be used in the hotel industry. We don't need to be completely personalized. We can sort out the needs of guests and then provide relatively personalized solutions for them to choose from.

4? Integrate into the daily life of members. Walgreen is an American chain store dealing in health products. In the past, its membership plan was to reward points according to the amount of customers' spending. Now, it combines points with the healthy life of guests. Guests who take blood pressure, monitor sleep or take a certain number of steps every day will get corresponding points. Hotels can also try this through some online apps. Hotel check-in is a relatively low-frequency consumption behavior. If you can maintain high-frequency interaction with guests who stay out, it will help to increase the stickiness of members.

5? Rights and interests are easily shared, or shared by many people. In the past, our rights and interests were usually exclusive to members, but in the era of social media, the sharing mechanism is more conducive to the spread of brands. When designing the membership plan, it is necessary to consider whether the points and rights of the guests can be transferred to others. Platinum members like Zhu Hua can give away three gold cards for free every year. Hilton has launched a * * * points pool, where many members can form a points pool together and enjoy the points in the pool.

6? . Create the right to explode. The rights and interests of many hotels are not too little, but too much. There are more rights and interests, and the input cost is high, but there is no focus. Instead of spreading the net widely, it is better to focus on the creation of explosive rights. China Eastern Airlines launched the Platinum Card on 20 16, which has an explosive right-unlimited free upgrade. It is this right that makes many members of other airlines turn to China Eastern Airlines. The original gold card users of China Eastern Airlines also increased the number of flights in order to upgrade to platinum card, and the overall number of high-end members of China Eastern Airlines increased by several percentage points.

Not all membership programs need points, and the points system and membership system can be independent and complementary to each other. If the two are combined, points can enrich marketing means and give the membership system more ways to play.

Although many companies have bundled points with their members, these points are often displayed, and points without digestive channels are worthless. Some companies think that points are costs and worry about affecting profits. Therefore, when designing the integral system, it is easy to be limited by the misunderstanding of "integral is feedback" and unwilling to invest more costs.

In fact, integral is a marketing tool, the purpose is not to give back to the guests, but to stimulate them to spend more. Therefore, points should not be considered from the perspective of saving money, but from the perspective of spending money: how to make more money from the money we spend on points.

1? The sense of value of integral return is higher. When designing integral, let the guests feel the value of integral. Generally speaking, the higher the feedback rate, the higher the integral value. The integral feedback of aviation and hotel industry is usually 5%~ 10% of the guest's consumption. At the same time, the redemption of rewards should also reflect the sense of value. Intercontinental Hotel has an activity called "Discovering", which is often called spike. 5000 points can be redeemed for one night in intercontinental hotels, and many members will stay in front of the computer in the morning 12.

2? There are many channels to accumulate points and the speed is fast. If guests can only earn points through consumption, it is easy to lose motivation. Need to provide more points channels, for example, guests can accumulate points faster and more by signing in, doing tasks and recommending new customers. Shanghai Pudong Development Bank is very distinctive in this respect. It has a "point accelerator", and customers can get five times points in designated channels by paying 6 yuan every month. Moreover, this channel of accelerating the accumulation of points will further increase customer loyalty. More like SPG, you can buy points directly.

3? The points are easy to exchange and the rewards are generous. If the guest doesn't know where to redeem points, or can't redeem points on the mobile phone, then the points plan will fail. In addition, the prizes should be attractive, such as breakfast, room upgrade, vouchers and so on. It should be noted that the exchanged prizes should not be limited to their own products, but should also provide some choices outside the hotel, both physical and virtual products, and cooperate with third-party companies to design integral mall.

Loyal customers are the most valuable customers of the hotel, but remember, no investment, no return. Make a valuable membership plan with your heart, so that members can achieve your reputation and brand.

Next, the application of time bank-bar storage mode in hotel industry.