Hotel Marketing Plan

Hotel Marketing Planning Plan 1

Product sales have off-peak and peak seasons, and hotel products are no exception. For different companies, the time allocation in the off-season is naturally different. After experiencing the popularity of the Lunar Spring, our hotel's overall sales have declined. This is also the contradiction between the off-peak and peak seasons that has always existed in the hotel business.

In fact, whether it is light or not is only relative. When the overall sales volume of the market is declining, as long as you work hard and put in the effort and squeeze out your competitors, you can still increase your sales share. Room for improvement. In view of the arrival of the off-season, this marketing plan has been specially made.

1. Purpose of the activity

1. Expand the customer source market through cooperation with various travel agencies, tourist attractions and taxi companies.

2. Directly or indirectly promote potential customers within the hotel or outside the hotel to stimulate secondary consumption, strive for more repeat customers, and encourage customers to eventually become old customers and VIPs of the hotel guests, ultimately increasing hotel sales.

2. Activity time

April 1, 20__ to August 1, 20__

3. Departments involved

Sales Department, Catering Department, Front Office Department, Guest Room Department

4. Activity Theme

Welcome the warm spring carnival season with courtesy.

5. Activity Plan

(1) Promote in a variety of ways to keep the off-season busy

Method 1: Contact local travel agencies in advance and attract them in the form of commissions It brings customers to my hotel.

The specific operation is as follows: The person in charge of the travel agency who introduces group customers to my hotel pays a commission of 5 yuan per room, and the payment is settled in cash on the same day.

Method 2: Establish alliances with various tourist attractions for mutual benefit.

The specific operation is as follows: After negotiating and reaching an agreement with each tourist attraction, any guest holding my hotel voucher can be used as cash when staying in our hotel for consumption. (The vouchers are valid during the event and will become invalid upon expiration. The vouchers cannot be converted into cash and can be used to offset the consumption of hotel rooms and meals.) Or you can enjoy tickets and consumption when you use our hotel's vouchers to spend at various alliance tourist attractions. Discounts (depending on the agreement of each attraction).

Method 3: Contact the taxi company and offer long-term cash rebates to taxi drivers who transport customers to my hotel.

The specific operation is as follows: issue the driver with a discount card of our hotel signed with his or her license plate number. If a guest holds the card when registering to enjoy the discount, the car owner will receive a 10 yuan cash commission, which will be paid at the end of the month. Account or cash out immediately.

(2) Preferred customer, expand reward program

Offer 1: Any foreign individual guest who stays 8 times in a row at the current rack rate in the month can receive a free regular or standard stay 1 room. Or individual travelers who stay for 3 consecutive nights will receive 2 bottles of mineral water.

Discount 2: When you book a deluxe room or a view room for June and July 20__ 2 months in advance, and confirm and pay the corresponding deposit in time, you can enjoy a crazy 40% discount on the retail price. . (The specific operation method is to be determined)

Offer 3: In cooperation with banks, guests holding designated bank credit cards can receive a voucher from the hotel as a gift when they use their card to make purchases at the hotel.

Offer 4: Use one day a week to get a few rooms for sale. (Use the POP sign in front of the store for promotion)

6. Advertising

1. Make vouchers and discount cards with hotel introduction and geographical location, and pay for them Notice, highlight the unique corporate culture.

2. Make road signs and road sign advertisements at nearby tourist attractions and train stations, targeting business and government personnel who are transiting or visiting.

3. During the event, preferential policies will be broadcast on an electronic screen throughout the day.

4. Inkjet printing or POP promotion in front of the hotel.

7. Advertising budget

The allocation of advertising budget is as follows:

1. The production cost of vouchers is controlled to: ___ yuan.

2. The production cost of discount cards is controlled to: ___ yuan.

3. The cost of publicity and advertising in scenic spots is controlled to: ___ yuan.

4. The cost of inkjet printing in front of the store is controlled to: ___ yuan.

Total:

8. Overview

This activity plan aims to increase the hotel’s visibility, customer loyalty and hotel sales in some aspects during the off-season. Well, I hope the relevant departments can cooperate and actively provide suggestions and supplements if there are any deficiencies.

Hotel Marketing Planning Plan 2

At this stage, competition in the hotel industry is becoming increasingly fierce, and consumers are becoming more and more mature, which puts forward higher requirements for our hotel operators. Require. In the off-season this year, we plan to make a series of adjustments to the sales work of the marketing department to attract consumers to our store and improve our store's operating efficiency.

1. Market environment analysis:

1. Problems in my hotel operation

(1) The target customer group is not very accurate and too narrow.

Generally speaking, the operating conditions of the hotel industry in our city are generally not good during the off-season. The main reason is that there are too many hotels, supply exceeds demand, and the business methods are similar, without their own characteristics, or the positioning is too high, making it difficult for consumers to Acceptance, in addition, there are certain problems with the service quality of some hotels, which affects consumers’ confidence in spending money in hotels.

There are also some problems in the operation of my hotel. We should reflect on the positioning of the target market. We should fully tap into our own advantages and expand the market. The target market positioning of my hotel is unreasonable, which is the main reason for poor performance.

Chengdong District, where my hotel is located, is an urban area with a low consumption level, and most of the residents are ordinary employees. However, the hardware level and service quality of our hotel are both superior in this area. We position the market as a mid-to-high-end hotel and target mid-to-high-end consumer groups, which cannot attract consumption to the residents of this area.

(2) Advertising is not strong enough and market visibility is low.

Although my hotel is affiliated to Qinghai Lianyan Group, the public does not know much about my hotel, and my hotel has not done any advertising, which results in the low visibility of my hotel.

2. Surrounding environment analysis

Although the overall consumption level in our district is not high, the location of our hotel is unique. Our hotel is close to the Bayi Road Passenger Terminal and the airport bus terminal is also At the entrance of our hotel. Its location is superior and the transportation is extremely convenient. It takes 5-10 minutes to reach __ train station and __ bus station. It is 25 kilometers away from __ airport and takes about 25 minutes by taxi.

It is located on the main traffic artery of __ City and is the only way for all vehicles entering __ City. Therefore, there are many passing vehicles and business travelers are a potential consumer group. The low price attracts them to spend money in our hotel, which is a huge market.

3. Competitor analysis

The off-season competitor of my hotel is the __ Hotel opposite the hotel. The __ Hotel opened in 20__ and is a hotel integrating accommodation, catering, and leisure. Overall, the operating conditions of the four foreign-related hotels, which integrate hotel, entertainment, are good.

However, because it has been in business for four years, the facilities and decoration are relatively old. However, the facilities and decoration of my hotel are completely new, the types of guest rooms are more distinctive, and my hotel has a large number of guest rooms and three conference rooms. It can accommodate large meetings that it cannot accommodate. The other hotels around the hotel are small business hotels that do not have the ability to compete with us in terms of business capabilities.

4. Analysis of our hotel’s advantages

(1) Our hotel is affiliated to __Lian Yun (Group) Company, Lian Yun (Group) Company is an enterprise in our city, and its company is strong There is no doubt that when planning carefully, we should also make full use of our brand effect and fully explore the huge connotation of its brand, so that consumers will not have doubts about our hotel and fully believe that we provide high-quality products. This should be fully noted in our planning to attract consumers.

(2) My hotel has good hardware facilities, strong funds, and has its own parking lot and the Bayi Road Passenger Transport Station that is about to open. This can be used to attract passing drivers and some customers passing through surrounding counties and cities.

①The strong strength of our company provides conditions for our development;

②Convenient transportation and a huge potential customer base;

③Good hardware It provides us with broad space for adjustment and development.

2. Target market analysis:

The target market is the most promising consumer group. The clarification of the target market can not only avoid the waste of influence, but also make the advertisement more targeted. Advertising without a target market is tantamount to a blind man riding a blind horse

The target market should have the following characteristics: consumers who are interested in hotel products and have the ability to pay, and also a consumer group within the hotel's ability. Hotels should identify the target market as clearly as possible and conduct detailed analysis of target customers to better utilize the opportunities represented by this information in order to make customers more satisfied and ultimately increase sales.

Customer resources have become the source of hotel profits, and existing customers have predictable consumption behavior, lower service costs, and are not as sensitive to price as new customers. At the same time, they can provide free word-of-mouth publicity.

Maintain customer loyalty so that competitors cannot compete for this market share, while maintaining the stability of the hotel's workforce. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:

1. Obtain more customer shares from existing customers.

Loyal customers are willing to purchase more hotel products and services. Loyal customers’ spending is two to four times that of casual consumption. And as loyal customers grow older and their economic income increases, With the improvement or growth of the customer unit's own business, its demand will also grow further.

2. Reduce sales costs.

Hotels require a lot of expenses to attract new customers, such as various advertising investments, promotion expenses and time costs to understand customers, etc. However, the cost of maintaining long-term relationships with existing customers is decreasing year by year.

Although in the early stages of establishing a relationship, customers may have more questions about the products or services provided by the hotel, which requires a certain amount of investment from the hotel, but as the relationship progresses, customers will have more questions about the hotel's products or services. As services become more familiar and hotels become more aware of customers' special needs, the required relationship maintenance costs become very limited.

3. Win word-of-mouth publicity.

For some of the more complex products or services provided by the hotel, new customers will feel greater risks when making decisions. At this time, they will often consult the hotel's existing customers. The suggestions of old customers with high satisfaction and loyalty often play a decisive role, and their strong recommendations are often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases sales revenue, thus increasing the hotel's profits.

4. Improvement of employee loyalty.

This is the indirect effect of customer relationship marketing. If a hotel has a considerable number of stable customers, it will also form a long-term and harmonious relationship between the hotel and its employees. In the process of providing services to satisfied and loyal customers, employees realize the realization of their own value, and the improvement of employee satisfaction leads to the improvement of hotel service quality, which further improves customer satisfaction, forming a virtuous cycle.

Based on our previous analysis combined with the current market conditions, we should position our main target customers at some surrounding enterprises and institutions, government agencies, and automobile 4S stores. On this basis, we should also attract some middle- and high-income business individual customers. consumer groups. They have the following characteristics:

1. Have a high income level or spending power, pay attention to excellent service, and usually spend time in hotels to entertain customers for business banquets.

2. Have high spending power but have high requirements on all aspects of the hotel.

3. Pay attention to the grade of the hotel and require the hotel to provide VIP reception services.