Marketing strategy of resort hotel

Because the resort hotel is far away from the urban area, most of the guests who come on holiday are individual tourists from surrounding cities. They often spend their weekends on vacation and rest. These guests are relatively stable customers of the hotel, and the resort hotel can use its unique natural and humanistic environment and excellent service to attract guests and become their back garden. Make use of membership rights to sell and expand long-term customers. Membership marketing is the most stable source of tourists for resort hotels. Resort hotels can achieve the goal of long-term and stable customer resources through the sales of members who enjoy the rights and interests during holidays. And through the holiday exchange system, we can mobilize the holiday enthusiasm of members, improve the utilization rate of holiday rights, realize the flow of tourists and increase new tourists.

Use differentiated publicity and activities to improve the visibility of the hotel. In the process of marketing, the most important thing is undoubtedly image publicity. Unlike business hotels, tourist destination resorts are far away from the tourist market, and tourists can only learn about the hotel through some kind of propaganda media. Resort hotels have personalized characteristics from natural environment, architectural style and decoration design, hotel service function to staff service skills, and also have regional cultural characteristics or theme characteristics. Therefore, differentiated publicity can play a very good promotion effect.

Hosting some well-known large-scale activities at home and abroad, or planning some ingenious and healthy public welfare activities, is also a shortcut for a destination or hotel to gain popularity and do a good brand alliance. As a new resort hotel entering the market, it is especially necessary to invest considerable publicity to establish a good image of the hotel and gain recognition from customers, the public and peers. With the improvement of popularity, hotel marketing will get twice the result with half the effort. Adopt "experiential marketing mode" to promote sales. Experience economy is an effective mode of modern marketing. Resort hotels make use of their own characteristics and take some preferential measures to attract some holiday guests with purchasing power to spend their holidays in the hotel, so as to promote the sales of members' rights and interests in the resort hotels through their field experience and personal experience. Many foreign resort hotels promote the sales of members' rights and interests in this way, so that resort hotels can have long-term and stable customers.

Establish a marketing window for the resort hotel.

Because the resort hotel is far away from the urban area, most of the tourists come from the urban area, so it is necessary to expand the tourists through self-built sales companies or entrusted agents. Self-built sales companies have high costs and complicated channels, but they are safe and reliable; Entrusting a professional sales company to sell is a low-cost and effective way to expand customers. Resort hotels have not appeared in China for a long time, and they are widely distributed and have great regional differences. Different types of resort hotels have different marketing characteristics in different regions, so they can implement their own marketing strategies according to their own characteristics. Every resort hotel should start from its own advantages and combine with market demand to satisfy customers' holiday experience to the maximum extent, which is the principle that resort hotel marketing should follow.