Hotel marketing channel

Marketing channel, also known as distribution channel, refers to the process experienced by guests from generating consumption motivation, entering the hotel and finally consuming hotel service products and the sum of all corresponding activities. To this end, I will share with you the channels of hotel marketing. Please refer to.

Hotel marketing channel

1. Channel type

The marketing channels of hotel products mainly include direct sales channels and indirect sales channels.

(1) direct sales channels

Also known as zero-level channel, it means that the hotel sells products directly to the guests without any middleman, that is, the guests buy products directly from the hotel. Hotel enterprises usually have three direct selling channels to choose from.

① Hotel customers (the point of sale is the hotel website). It means that the hotel sells hotel products and services directly to the guests who come to the door, which is the traditional sales method of the hotel.

(2) a customer of the hotel (the point of sale is the source of tourists, the client company or the guest's home). Refers to customers ordering products from hotels by telephone, fax, Internet, etc. In recent years, with the wide application of information technology and the popularization of computers, the important marketing channel of hotels is the network. Hotels should do a good job in homepage design, website construction, information update and demand reply. Strengthen the marketing effect.

③ A hotel has its own sales outlets and a customer (the sales outlets are on-site outlets). Refers to the hotel's own sales points in the business area or target area, such as the hotel's sales points at the airport and this station, which are directly sold to guests. This mode also includes hotel companies (groups) members booking each other and recommending customers to each other.

(2) Indirect sales channels

With the further internationalization of the tourism market, it is difficult to attract individual customers effectively by relying solely on direct sales channels, and direct sales channels are becoming more and more fragile. Many hotels begin to carry out sales activities with the help of sales organizations and individuals such as wholesalers, retailers and agents. This way of transferring hotel products to final consumers through middlemen is called indirect sales channel.

According to the number of intermediaries involved, indirect sales channels have different lengths and widths. The length of marketing channels refers to the number of middlemen involved in the process of transferring products from hotels to guests. The more middlemen there are, the longer the sales channels will be. The so-called sales channel width refers to the number and distribution pattern of middlemen and sales outlets in a hotel's specific sales channel. Many middlemen and sales outlets belong to wide channels; On the contrary, it can be called narrow channel. Hotels usually have two indirect sales channels to choose from.

① Hotel-retailer-guest (at the retailer's business site). Hotels sell their products to retailers at lower prices, and retailers organize tourists.

② Hotel-wholesaler-retailer-guest (at the retailer's business site). On the basis of price negotiation with wholesalers (such as travel agencies engaged in package tours), hotels sell or book products in batches to wholesalers at prices significantly lower than the retail price, and wholesalers entrust retailers to sell products to final customers.

2. Marketing channel selection

What kind of marketing method does the hotel choose in the marketing process, mainly direct marketing or indirect marketing? How to determine the length and width of marketing channels involves the choice of marketing channels.

(1) Factors to consider when selecting sales channels

① Product factors. Product factors mainly refer to the quality and nature of products. Products with high quality and high price are often bought repeatedly by a few wealthy buyers, so direct sales channels or narrow and short marketing channels should be adopted. On the contrary, popular products should adopt wide and long marketing channels because of the large number of buyers and wide distribution. For new products, because of their low popularity, it is often more expensive to sell them through indirect channels? Mouth? It is best to use direct sales channels.

② Hotel's own factors. The hotel's economic strength and marketing management ability are both factors to be considered. If it is a powerful hotel, you can set up your own sales team or organize more and better middlemen, and the commission is higher. If the hotel has strong marketing management ability, it can also use its skilled marketing team to open the market. On the contrary, marketing must take the middleman as the channel.

③ Marketing target factors. The quantity, distribution and buying habits of marketing objects will affect the choice of marketing channels for hotel enterprises. If the hotel's marketing targets are large and widely distributed, the hotel should adopt long and wide marketing channels, otherwise direct marketing is more suitable.

(2) sales channel strategy

There are five sales channel strategies for hotels to choose from.

① Extensive sales strategy. It means don't choose middlemen, the more the better. The advantage of this strategy is that it creates convenience for guests to buy, but the disadvantage is that it will be more difficult for hotels to control and manage sales channels.

② Exclusive sales strategy. Refers to the hotel choosing a middleman as a sales channel in a certain market area. Adopting this strategy will help hotels control middlemen and supervise middlemen to improve their service attitude, but it will affect the convenience of customers' purchase accordingly.

③ Selective sales strategy. It means that hotels choose several middlemen as sales channels in a certain market area, which is a strategy with a wider scope of application.

④ Short-channel sales strategy. Refers to the hotel's choice of sales channels involving fewer middlemen.

⑤ Multi-channel sales strategy. Refers to the hotel's choice of sales channels involving more middlemen. When using this strategy, we should consider the efficiency principle (convenient for customers to buy), the economic principle (sales channels can bring enough operating income and profits) and the customer principle (considering the basic characteristics of customers).

Joint marketing is the development trend of marketing channels.

With the intensification of market competition, a single marketing method can no longer meet the needs of the hotel industry. Therefore, in the choice of marketing channels, we should take the road of joint marketing, set up a national and even global marketing network, fully expand the length and width of marketing channels, and conduct the most effective and convenient marketing in the nearest place to the guests in a more flexible way.

Timeshare is considered as a brand-new hotel marketing concept. The specific method of time-sharing arrangement is: according to certain standards, select suitable hotels in the whole country and even the whole world to form a network, and according to some time of the year (such as 1 week or 1 month, etc.), some rooms in these hotels can be used. ), at a certain price and a certain number of years (such as 30 years, 20 years, 10 years, 5 years, 3 years or 60 years). Realize the six rights and interests of customers (right to use, right to exchange, right to grant, right to benefit, right to trade, right to preferential treatment), so as to introduce a special product to the whole society that is both consumption and storage, and can be used for personal use and given away? Hotels * * * enjoy rights. The biggest advantage of timeshare arrangement lies in revitalizing hotel assets, establishing a flexible hotel marketing network, expanding the contact surface between hotel products and guests, and bringing considerable convenience and benefits to customers. Especially suitable for large companies, large trading companies or guests who travel all the year round. For example, someone goes to Spain for a holiday every year, so he buys the right to use a room in a hotel in Spain for 2 weeks every August for 20 years. If he doesn't want to go to Spain for a certain year, he can exchange the right to use the room for the right to use any hotel anywhere he joins the timeshare network, or he can give the right to use the room to others. Hotel time-sharing sales have begun to appear in China. It is reported that six centers will be set up in six major cities, such as Beijing, Shanghai, Guangzhou, Xi, Wuhan and Chengdu, and 100 hotels with Internet access will be put into use at home and abroad to realize domestic exchange.

The so-called promotion strategy refers to the systematization and standardization of the means and process of information dissemination, that is, the scientific selection, analysis, configuration and control of the promotion object or field, promotion task, promotion goal, promotion effect, promotion investment and various restrictions, so as to improve the efficiency and effect of information publicity, improve the effect and efficiency of promotion activities, and make the promotion activities with low input and high output.

Hotel Marketing Channels: Several Common Promotional Means

(1) Hotel advertisement

The so-called hotel advertisement refers to a form of advertisement in which the hotel selects and produces information about hotel products by paying, which is released by the media to convey relevant information, attract guests' attention, persuade guests to buy or use, enhance the hotel's popularity and influence, establish the image of the hotel and products, and achieve the purpose of promotion. In order to strengthen the advertising effect, we must follow the two basic principles of authenticity and artistry.

(2) The public * * *

Public * * * relationship refers to the sum of a series of thematic or daily activities carried out by the hotel in order to communicate information with the public, make the hotel and the public understand each other, coordinate all aspects of relations, establish a good image, improve the visibility and reputation of the hotel, and create a good external environment for the hotel's marketing activities. These activities always run through the development process of hotel enterprises, including various professional special public relations activities, such as press conferences, large-scale celebrations, large-scale entertainment activities and so on. , and all daily activities, such as daily service activities, advertising activities, etiquette activities, etc. Giving full play to the strong emotional advantages of citizen relations can often achieve the goal of moving people with emotion.

(3) Business promotion

Commercial promotion, also known as sales promotion, is the general name of various short-term promotion methods adopted by enterprises to stimulate early demand or trigger strong market segmentation, with the aim of persuading consumers to buy a specific product. Promote hotel business, including product display, on-site operation, giving away samples and other promotion methods. Various ways of business promotion can make consumers react strongly and quickly, which can be used to show the characteristics of products, and can also be used to stimulate the declining sales to get back, but its promotion effect is often short-term and not ideal for establishing long-term brand preference.

(4) personnel promotion

Personal sales promotion is an ancient way, and it is also the most effective and expensive means of promotion. Hotel staff promotion refers to introducing and persuading guests through interpersonal communication, so that they can understand, like and buy hotel products or services, such as contacting and visiting agents, middlemen, institutions, groups, VIPs and individual customers. The advantage of this promotion method is that it strengthens the emotional color in the transaction process and is conducive to cultivating a stable transaction relationship. The disadvantage is that the cost of promotion personnel is high.

The steps of hotel staff's sales promotion are usually as follows: finding and identifying potential guests, preparing work before sales promotion (understanding the needs of guests, determining the purpose of visit, contact information and time, and conceiving sales promotion strategy), and approaching guests (meeting them in an appropriate way). Introduce and demonstrate products, handle objections, end the promotion visit, and deal with the aftermath (pay special attention to the work after the visit, ensure the satisfaction of guests, and buy hotel products again).

Hotel personnel promotion management includes two aspects: personnel promotion design and sales team management. The design content of personnel promotion includes the purpose of sales team (such as finding new customers, transmitting information, promoting products, providing services, collecting information and distributing goods), personnel promotion strategy, sales team structure, sales team size and sales team salary (such as fixed salary, floating salary, expense allowance and welfare allowance); The management of sales team includes the selection, training, guidance, motivation and evaluation of sales staff.

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