Reasons for the change of hotel occupancy rate

The reasons for this problem focus on two core issues: the loss of old customers and the lack of new customers. The price of all rooms in the hotel increased at the same time, and some old guests who were sensitive to the price did not accept it, causing losses. This kind of guest is a typical low-cost guest group in the hotel. They only accept the low price of the hotel. Once the low-cost housing is closed or the price rises, it will no longer be consumed. New customers are divided into local guests and foreign guests.

Reasons for the decline of hotel occupancy rate

The decoration, display and service contents of the hotel have not been updated and improved, and the old customers are tired of the consumption experience. When competitors have the same price, lower price or more additional services, which can bring better service and more cost-effective consumption experience to customers, old customers will be lost.

Do not pay attention to OTA channels. OTA channel is a huge hotel product store, which can attract traffic for the hotel through many traffic ports. Therefore, OTA channel is an important sales channel for hotel customers. Do not attach importance to or participate in the marketing activities of OTA platform. OTA platform can bring more new customers to the hotel, and it has a strong ability to pull new customers.

Its activities fall into two categories. It is a large-scale scene promotion activity, such as spring outing, early summer discount, summer promotion, Dragon Boat Festival, Mid-Autumn Festival, National Day and other seasonally appropriate activities; Secondly, self-promotion marketing activities, such as first stay discount, new guest reduction, joint stay discount, early booking and more reduction, are all important traffic ports for hotels to acquire new guests.

Many hotels can't get effective traffic import ports without participating in any promotion activities of OTA platform, which leads to low long-term exposure and page views, low hotel ranking and long-term no reservation on the platform.

Some hotels only selectively participate in some activities on the OTA platform. Compared with competitors who participate in more activities, there are relatively few traffic ports and less exposure and views, which makes the hotel rank lower than competitors in the channel for a long time.