What should I do if the hotel’s business is not good?

Hi Peanut Hotel consultant will answer for you: When hotel business is poor, we usually divide it into two situations:

One is that there is no demand or insufficient demand in the market. In this case, what we need is Use marketing means to stimulate demand or guide demand;

One reason is that the market is saturated and competition is increasing. This situation is not that there is no demand or insufficient demand in the market, but that competition has led to insufficient portions of the market cake. , in such a market environment, what independent hotels need to think about is how to win customers among competitors, that is, the question we want to discuss is, how can hotels do good marketing to win customers!

Diagnosis of marketing management

1. Market positioning

Positioning is a problem that determines the direction of a hotel. If a hotel has a wrong positioning, no matter how hard its sales efforts are, it will have little effect. Micro, especially in a highly competitive environment.

The hotel should clarify its positioning and choose the correct target market based on its geographical location, decoration style, facilities and equipment and other hardware. That is to say, you need to know what your own advantages are, and at the same time examine the hotel's position in the minds of consumers from the perspective of consumers? Which consumer group will like it? Only by answering these questions can the hotel's existing resources be used to obtain a relative share of the target customer base.

2. Customer source structure

It is unrealistic for any hotel to focus on only one target market. It is necessary to obtain more market segments. Analyzing past data and competitors can tell us, where does our business come from? What is the proportion of each?

If it is a hotel that has been open for more than one year, it is easy to determine the share of each market segment through data from previous years. For example: What is the contribution of the number of rooms in each market segment throughout the year? From a general perspective: there are two major categories: individual travelers and group travelers. From individual travelers, there are business individual travelers and tourist individual travelers. From the group group, there are conference and travel groups.

If further subdivided, it can be distinguished by channel, for example: individual tourists include: door-to-door customers, company contract customers, OTA, travel agency individual customers, etc.; conferences include: government meetings, incentive travel conferences, companies Conferences, etc., you can also figure out which industry the customer source comes from based on the number of room reservations.

Only by analyzing these data can we know which market is the most important market? Which market still has potential that can be tapped? How many important customers are there? Only by analyzing the customer source structure can we formulate marketing strategies and action plans for each market segment.

For example: We set a target of 20,000 rooms for sale throughout the year for "corporate contract guests" in a certain market segment, with an average room price of 480 yuan and annual room revenue of 9.6 million yuan. To achieve such a goal, it is necessary to:

1) Make a thorough analysis of the market environment.

2) Who are the main competitors?

3) What is the hotel’s price strategy?

4) What is the purpose of choosing such a market segment?

5) What marketing strategies and actions should be taken?

The plan should be detailed to the executors and execution time of specific actions. Through such analysis, it is easy to understand whether the marketing efforts of a specific segment are sufficient? Is there still potential for growth? Thereby achieving the goals through appropriate sales strategies and action steps.

3. Price system

Is the hotel’s price system reasonable? According to various room types, there can be retail room rates, door-to-door individual guests, company negotiated rates, online booking rates, travel agency group rates, conference rates, etc. The prices should be set according to the off-peak, average and peak seasons, and can be based on the characteristics of the product and some resources , develop offers tailored to specific market segments.

When setting prices, you must also refer to competitors' prices, and adjust prices to match the increase or decrease in the number of rooms in each market segment, thereby creating more room operating income.

4. Promotion plan

How do the target customers choose the hotel? What kind of media can attract the attention of the hotel's target customer base? In order for the hotel to establish a unique position among the target customer base, it is necessary to formulate a full-year advertising budget, plan, media selection, release time, production of small gifts to support sales, and the design and printing of sales materials, etc., and there must be an overall arrangement.

5. Sales team management

First of all, we must review the sales department's sales plan, sales reports, the number of customers visited every day, and how many phone calls are made? How much information should be mailed? How many customers do you receive? All this must be done through quantification. Are the contract template specifications, account application specifications, and the proportion of accounts receivable reasonable? Are customer opinions collected? Can it be handled promptly and effectively? These are all management tools that help hotels increase revenue.

Secondly, the progress and achievement of hotel business goals must be evaluated every day, and sales targets and occupancy rates for the next days should be forecast to help sales staff maintain their passion for work.

Finally, designing a reasonable sales reward system is also an important aspect of improving sales performance.

Hope this helps