How to Market Hotels in Off-season

Some strategies of hotel off-season marketing.

1. channel innovation, looking for new sales growth points;

2. The injection of new ideas and mechanisms;

3. Expand business ideas and explore the tourism market;

4. Actively adapt to the market and adjust positioning; ：

Off-season marketing market positioning customers

At present, there are "three-oriented" phenomena in catering cost management, such as weakening cost consciousness, weakening cost management and softening cost behavior, which leads to the increasingly serious cost out of control and high cost level, which seriously restricts the improvement of enterprise benefits and affects the development of enterprises. The main reason is that enterprises have fallen into a misunderstanding on the three basic issues of "who will manage", "what to manage" and "how to manage", which leads to cognitive deviation and behavioral deviation in management.

How can the hotel industry make the off-season not dull?

1. channel innovation, looking for new sales growth points. In the off-season, no matter how hard we try, we can only wring a drop of water from the dry towel. If you want to squeeze out more water, you have to open up innovative channels to open up sources and drain. When new channels bring new growth to sales, we will not always waste time on that dry towel. So, where should this channel innovation start? Starting from the similarity of consumers' shopping channels, it is also a good way to redesign the circulation channels or explore new consumer groups. Profit in peak season, momentum in low season and weak demand in low season. Therefore, enterprises should pay more attention to competition orientation and put more energy into observing and analyzing competitors. Relatively speaking, demand orientation should be emphasized in the peak season, and functional innovation that meets the needs of consumers has more practical significance for "taking profits". Increasing sales is the most direct and realistic goal of off-season marketing.

"peak season sales, off-season marketing" is widely circulated among marketers, which actually reflects the generally lax thinking in off-season. Working hard in the peak season and resting in the off-season have become the operating rules of most companies. This book is understandable. But the existence of common sense is also the existence of opportunity. At the same time, the growth of off-season sales will obviously not come from the increase of the market, but from the decrease of opponents. To put it bluntly, it is to steal when the opponent is lax. This is also the reason for adopting the strategy of "doing well in the off-season". Grab the increment in the peak season and grab the decrement in the off-season, which is the fundamental strategy to increase sales in the off-season-a plunder with greater promotion, wider publicity and lower price than competitors. However, it should be pointed out that the absolute amount of off-season is limited after all, so the troops invested should be measured, and the degree of looting should also be measured. And off-season sales also pay attention to taking advantage of the trend. In addition, innovation is very important. The essence of marketing is to buy different homogeneous products. Innovation is to create differentiated, differentiated promotions, differentiated market positioning and market selection to complete the growth of off-season sales.

1. Timely launch of new products and timely launch of some new products in the off-season can effectively reduce the market share of competitors. From the perspective of creating momentum, we can strengthen the position of corporate brands in the minds of consumers. For enterprises with limited marketing budget, limited advertising and appropriate new products can achieve good influence. Based on the principle of "input is proportional to output", some enterprises greatly reduce their expenses in the off-season. Doing so will only make the sales pressure greater and the off-season lighter. Reduced the salary and commission of the staff, resulting in a large number of sales staff loss, the arrival of the peak season, caught off guard. Therefore, it is necessary to strengthen and develop off-season channels. For example, this winter, the weather is cold, and the business of all bathhouses is booming. I think hotels can take advantage of this weather to launch other "bathhouses" activities. In fact, these rooms in the hotel might as well be used as temporary bathhouses instead of wasting resources. Anyway, the hotel has its own boiler. You can advertise, attract customers with better conditions than bathhouses and make full use of this resource. Of course, the housekeeping department and the catering department can launch the activity of delivering the room for two hours after eating for 300 hours, because customers will feel that they will get great benefits after eating. It can not only improve the efficiency of hotel catering industry, but also promote housing enterprises, bring repeat customers and stabilize customers.

In the off-season of market transfer, there are not only time constraints, but also geographical constraints. That is to say, at the same time, in different regional markets, the off-season is different, at least to some extent; For example, in winter, there may be a low season for tourism in these places in the south, but I think Harbin may usher in a peak season for the ice and snow festival. Let's talk about hotels first. Most of them are tourists in the peak season and also in the off-season, so the customers are very different. At this time, market transfer is very important, especially Xiushui City Hotel, which is not a large well-known hotel. In this off-season, it is also the traditional festival of China people-Spring Festival, so the hotel can launch some activities for local citizens, such as New Year's Eve. Of course, in other off-seasons, we should also re-analyze the market and analyze the main customers in this period.

2. Injecting new ideas and new mechanisms Hotel management should strive to introduce new ideas and new mechanisms, thus fundamentally changing the previous working methods, thinking concepts and corporate culture, and gradually forming and establishing new cultures and modern corporate concepts. By giving full play to the spirit of ownership and professionalism, and relying on the diligence and exemplary role of managers themselves, employees are encouraged and motivated to be dedicated and happy. Pay attention to strengthen communication, narrow differences, try our best to eliminate factors that do not conform to the modern enterprise concept on the basis of stability, establish a healthy atmosphere, eliminate the interference of bad factors, and minimize the influence of negative behaviors. These works have greatly improved the management situation, and the hotel has a new look and new spirit. As the saying goes, "Unity is strength, Mount Tai is the top", with a unified concept and new mechanism, a united and cooperative team has been formed, and the hotel is full of vitality. The more off-season, the more the hotel staff should be single-minded for the hotel, the more responsible they should be, and the more upward they should be.

3. Expand business ideas and explore the tourism market. Hotel management should pay attention to the advantages of private enterprises that are sensitive to the market, strengthen risk awareness, management innovation and thinking innovation, and use incentive mechanism to mobilize all positive factors. According to the characteristics of the off-season, the management subdivides the market, adjusts its positioning, broadens the market and cultivates customers. By adopting convenient and effective off-season package, we can make up for the loss caused by the price difference by reducing the cost and improving the room rate, so as to effectively win customers and increase the income of off-season rooms.

4. Actively adapting to the market and adjusting the positioning of the hotel catering department can be said to be a very important part of the hotel's profit. In view of the situation of the food and beverage department, on the one hand, hotel leaders speed up the recruitment of new employees, on the other hand, they select excellent employees to be placed in the management positions of the food and beverage department, thus effectively pushing the food and beverage work to a new stage, not only reducing the labor cost, but also mobilizing the enthusiasm of old employees. Pay attention to facing the market with new ideas, strengthen the understanding of the importance of knowledge renewal, actively start the innovative thinking of managers, and adjust the market positioning in time according to market demand.

According to the distribution of passenger flow and holidays in June 5438+0-March, the promotion plan is formulated. Strengthening service training internally, comprehensively improving staff's service culture awareness and service quality, adjusting and updating dishes in time, attracting and retaining a stable customer base, getting good market feedback, effectively promoting hotel catering, thus greatly increasing catering income and exceeding budget tasks. The off-season tourism only affects housing, not the catering sector. Therefore, hotels should seize this specific situation, improve the performance of the catering department and make up for the vacancy of the housekeeping department.