Hotel Marketing Plan

# planning # Introduction With the improvement of people's living standards, the hotel and catering industry has also begun to develop. In order to promote hotel consumption, a good marketing plan should be formulated. The following is a hotel marketing plan compiled by None, welcome to read!

Chapter 1 Hotel Marketing Plan

1. Internal management of the restaurant

1. Kitchen operation and management.

(1) Based on market conditions and needs in different periods, discuss with the chef *** to formulate holiday catering promotion plans for different periods of the year, and collect customer feedback during the implementation process for improvement.

(2) Work closely with the kitchen, regularly change the menu, launch new dishes regularly, continuously improve the production process and product quality, and strive for excellence in products. After launch, check the quality of the dishes and provide timely feedback to guests. Improve the quality of dishes to meet guest needs.

(3) Supervise the head chef to improve food hygiene, cost accounting, supply standards, etc. Keep track of the supply and preparation of ingredients in the kitchen every day, and coordinate with the head chef to organize related work.

(4) Supervise the head chef to do a good job in sanitation and safety in the production department, implement the food hygiene system, and carry out regular safety and fire prevention education to ensure production safety.

(5) Regularly analyze operating costs with the head of the production department, formulate cost control plans, and supervise their implementation.

2. Restaurant management.

(1) Set the gross profit margin of food sales and strictly control food costs.

(2) Write operating procedures to improve service quality, formulate restaurant employee job responsibilities and service standardization procedures, supervise and inspect restaurant managers and employees to serve customers according to service standards, and continuously improve service quality and work efficiency .

(3) Carry out employee training at all levels to improve the overall quality of employees. Arrange dedicated personnel to formulate employee training plans and organize employees to participate in various training activities to continuously improve employees' service awareness, service skills, techniques and service quality, and improve work efficiency.

(4) Develop assessment standards for managers and service and staff at all levels, and carefully assess the daily work performance of department managers to stimulate employee morale and enthusiasm.

(5) Organize service skills competitions to demonstrate employees’ service skills. Employees with excellent performance in selection competitions are rewarded so that employees can continue to learn business knowledge.

(6) Strengthen the maintenance and repair work of various service facilities and appliances, arrange for dedicated personnel to be responsible and manage them, clarify the responsibilities, clarify the inspection items of facilities and appliances, and conduct regular and scheduled inspections to ensure that the equipment and facilities can be used normally. , reduce malfunction accidents.

(7) Pay close attention to the construction of the employee team, grasp the ideological trends of employees, and provide promotion and salary increase opportunities for outstanding employees through employee evaluation and assessment.

(8) Before the meal, organize sales staff and production department supervisors to hold a pre-shift sales communication meeting to understand the supply and selling situation of the dishes on the day, so as to better do the sales work.

(9) Strengthen the inspection and management of the pre-meal service environment, service material resources, and hygiene to ensure that customers are provided with a comfortable dining environment and improve service efficiency.

(10) Flexibly arrange the shifts of service personnel, strengthen personnel control during the opening of the market, ensure sufficient manpower in the service, and ensure service quality.

(11) Strengthen on-site supervision, strengthen walking management, properly handle customer complaints, establish good relationships with guests, and organize after-shift summary meetings every day.

(12) Establish a system for collecting customer opinions in restaurants to reduce the chance of customer complaints, such as setting up guest opinion sheets, service opinion sheets, product opinion sheets, etc. Based on the feedback information, identify deficiencies in service work, take measures to strengthen pre-meal control and during-meal control, and improve service quality.

(13) Regularly organize administrative meetings for restaurant managers to solve current problems and listen to employees’ opinions and suggestions on the restaurant’s internal management and external sales.

(14) Establish a restaurant material management system, strengthen the management of restaurant food raw materials and items, and arrange dedicated personnel to be responsible for the collection and storage of food raw materials and items.

(15) Inspect the restaurant and Whether the cost of food and raw materials in the kitchen is too high, ensure that the transfer in and out of various costs is reflected, and rational use of water, electricity and other resources to reduce waste, reduce costs, and increase profits.

(16) Pay attention to the sanitation and safety work in the restaurant, arrange special personnel to check the cleanliness of the restaurant, and appoint people to clean and organize various areas of the restaurant regularly to provide guests with a comfortable and high-quality dining environment.

2. Cost control

1. Develop energy cost (water, electricity, oil, gas) management system, maintenance system, supervision system, reward and punishment system.

2. Establish scientific standards for the rational use of energy consumption, install independent water meters and electricity meters in each area, and make statistics every month. After one month, refer to the usage standards and give appropriate rewards based on percentages to departments that save energy.

3. Promote and instill the concept of energy conservation, encourage employees to provide rational suggestions for energy conservation, and implement a two-way research project responsibility system for energy conservation and expenditure reduction.

4. Strict inspection and acceptance, establish a warehousing and storage system for goods, and strictly control the requirements from procurement to receipt, inspection to inventory, storage to shipment, inventory to processing and production to service sales to sales revenue. Good at every checkpoint.

5. Based on the catering consumption information on the day of reservation and the number of people predicted to consume on that day, purchase goods according to the plan to avoid a backlog of goods and affect capital operations.

6. Prepare a raw material procurement plan, establish a procurement approval process, do a good job in procurement management, and prevent supply and demand from colluding with each other. According to the usual practice in the hotel industry, purchasers are replaced every six months.

7. Organize relevant restaurant personnel to conduct market surveys at least once a month to understand and grasp the varieties and price changes of raw materials in the market, and accurately determine the purchase prices of raw materials for various dishes.

8. Strengthen the management of the use of low-value consumables, replace old stationery with new ones, prevent employees from using guest supplies, and prevent theft of restaurant supplies.

9. Comprehensive use of leftover materials in food processing to improve food yield. For example, radish peels can be used to make pre-dinner snacks.

10. In order to facilitate cost control, food for guests and food for employees should be separated to facilitate accounting.

11. Do a good job in the ideological work of employees and prevent employees from stealing.

12. Cultivate employees to be “multi-talented in one position”. For example, if a large banquet is short of manpower, logistics procurement, engineering and other personnel can be mobilized to participate in the work.

13. The establishment of personnel positions should be reasonable, fully consider the needs of the work, reduce the establishment of unnecessary positions, and reduce the establishment of unnecessary management levels.

14. Decompose the responsibility for food cost control to various departments. In accordance with the principle of "who is in charge, who picks up materials, who confirms, who signs the order, who is responsible", implement department-by-department collection and cost management. In terms of accounting, rewards and penalties, corresponding rewards must be given to those who over-complete the planned tasks for the month and save costs. For those who have not completed the planned tasks for the month or have poor cost control, corresponding penalties must be imposed and fulfilled in the same month.

15. Make it clear the product brand and price. Food raw materials generally include cooking oil, rice, noodles, various meat products, eggs, poultry, dried and fresh vegetables and fruits, aquatic products and various seasonings, etc., with a wide variety. Prices vary.

16. All purchased items, including items delivered directly to the hotel from the agreed suppliers, whether they are main ingredients, ingredients, seasonings and other raw materials of dishes, or wine, beverages, supplies and utensils, must be in accordance with the According to the principle of "putting in the warehouse first and then leaving the warehouse", we adhere to the computer and account book registration when entering the warehouse. We use the food raw materials that are shipped out of the warehouse every day. In addition to insisting on using the computer to print out warehouse orders every day, we must also use the account book to prepare the table. The accounts must be consistent with the computer and account book registrations. At the same time, it can also create conditions for items to be "first in, first out, last in, last out" to avoid overstocking, expired and spoiled, and for monthly clearance and inventory inspections.

17. The financial department of the restaurant must audit and check the dishes, drinks, beverages and bills sold every day, as well as the a la carte or add-on menus and scattered points cards used in restaurants. The serial number of the card prevents account leakage, omissions and evasion, which increases costs for hotels and restaurants and causes economic losses.

18. Establish a strict reporting and loss reporting system for the deterioration, damage and loss of raw materials, and develop a reasonable loss reporting rate. Loss reporting shall be reported to the financial warehouse management by the department supervisor, and shall be reported according to product name, specification and scale. Fill out the loss report form carefully, and explain the reasons for the loss exceeding the specified loss report rate.

19. Purchase channels should be multiple. Green vegetables can be wholesaled in Kaiping Tongyi, game can be wholesaled by Jiangmen Restaurant, and seafood can be wholesaled along the coast to control costs and improve price competitiveness.

20. Introduce the "Six Constants" management concept, combine it with its own operating reality, and fully mobilize the self-discipline of employees. The essence of the "Six Constants" is: always study the work, organize it every day, keep the environment clean, keep things in order, everyone should be self-disciplined, and all employees should do their best.

3. Marketing

1. Affected by national policies, the direction of restaurant management must be (delicious, distinctive, affordable) as the development direction of catering.

2. Understand the catering market information and the status of competitors, position the restaurant’s catering services well, and urge everyone to implement them.

3. Internally coordinate the opinions and work of various departments, and liaise with major companies, groups, and enterprises to establish good relationships.

4. Use various media channels (leaflets, text messages, WeChat, etc., radio, TV, newspapers, etc.) to publicize widely, increase the awareness of the restaurant, and target target customer groups to increase awareness of target customers. The group’s publicity efforts.

5. Restaurant design brochure, which introduces the restaurant style, location, phone number, number of seats, service methods, business hours, various special dishes, etc.

6. Establish contact files for regular customers, establish good relationships with guests, solicit opinions from guests through interviews, telephone interviews, etc., handle customer complaints, and sell restaurant products.

7. It is necessary to improve the quality of wedding banquet services, further standardize the operating procedures and service standards of wedding banquet services, give full play to the hardware advantages of the hotel's wedding venue, and increase the atmosphere of the wedding scene.

8. Incorporate the food and health concepts of the seasons throughout the year, and launch health-preserving dishes suitable for the season.

9. Discover cooking ingredients, create branded dishes, improve the quality of the dishes, and create unique products of the restaurant.

10. Develop products with the theme of green, healthy, pollution-free, pollution-free and health care.

11. Use environmental resources in different seasons to create special feasts, such as oyster feasts.

12. Cooperate with local photo studios and wedding companies to increase the number of wedding banquets in restaurants.

13. Fully mobilize the enthusiasm of employees, do a good job in marketing to all employees, and formulate a commission plan for celebrating festive banquets. If employees of this restaurant introduce festive banquets, corresponding commissions will be given.

14. Make full use of favorable resources, launch more high-profit products such as juice drinks, snacks, etc., and give a certain percentage of commission to sales personnel.

15. After understanding the dietary preferences of local customers, we should take advantage of the restaurant’s seafood pool and focus on local wild seafood.

16. Make souvenirs (lighters, keychains) that promote the restaurant’s services. You can give gifts to guests or old customers on holidays, birthdays, etc.

In future work, we will use this as a basis and continuously improve according to the specific operating conditions and problems of the restaurant.

Part 2 Hotel Marketing Plan

In order to smoothly carry out off-season marketing work, we firmly establish the business philosophy of "taking the market as the guide and sales as the leader". Based on the actual situation of the building, The Marketing Management Department has specially formulated a marketing plan for the off-season, and the details of the plan are now reported as follows.

1. Problem definition

The XX season is approaching, and the hotel service industry has ushered in the first stage of the off-season of the year. As one of the high-end hotels in xx city, xx Building is about to face a market change that brings both opportunities and risks. The market management department is also facing the first "big test" after integrating the new construction. How to increase the occupancy rate of guest rooms and conference venues in the off-season has become a challenge in the off-season. The first thing to consider when doing marketing work.

2. Environmental analysis

1. Market conditions.

In recent years, with the acceleration of urban expansion and municipal construction in xx City, and the completion and operation of xx hotels and other hotel catering enterprises, the pattern of the hotel and catering market in the region is undergoing profound changes. , the market competition between new and old hotels has become increasingly fierce. On the other hand, with the development of the city, commerce in this region is active, the economy is developing rapidly, the hotel and catering industry has promising development potential, and the market risks and opportunities coexist.

The current situation is that there are few high-end hotels near xx Square in xx City. There is only one xx hotel in xx Building, and the rest are three categories of mid-range hotel and catering companies. Among them, the main competitors of xx Building include xx Hotel, xx Hotel, xx Hotel and Ordos Hotel. From a market perspective, the market for mid-range hotels is becoming increasingly saturated. Competition among high-end hotels will not be fierce in the next two or three years. However, under the current unresolved global economic turmoil, all walks of life are reducing expenditures, and high-end hotels The market demand has actually been compressed. The xx hotel service market itself has a small capacity, and high-end hotels may eventually be forced to participate in price competition, which will cause a chain reaction and have a huge impact on the entire market pattern.

2. Competition situation.

For the hotel and catering service industry, every hotel of the same level (such as Hongqiao, Sun God Hotel, etc.) is a competitor of the building, and some hotels that do not belong to the same level are also potential competitors. .

Judging from the current situation, the direct competitors of the building in xx City are not a handful of other high-end hotels, but the newly opened hotels near xx Square in xx and xx in xx. xx Hotel and xx Hotel, as well as several surrounding comprehensive hotels with the same positioning and similar services (mainly referring to xx Hotel), among which xx Hotel poses a particular threat to xx Building. Although xx Building is currently a high-end hotel near xx Plaza, with hardware and services that are unique to the region, xx Hotel, as a quasi-xx star hotel, will likely change this pattern after it officially opens. Especially when the comprehensive supporting facilities of the building are not yet complete, xx Hotel will have a certain impact on the stable operation of the building. Hotels like XX Hotel and XX Hotel, which are basically the same type as the building, although not as tall as the building, are bound to form a diversion pattern for some markets with specific needs (such as comprehensive conferences), especially the entire XX market. In the long run, To be honest, the impact of this type of hotel on the xx Building will be far-reaching.

3. Distribution status.

At present, the distribution channels of xx Building are divided into two structural types, namely direct channels and indirect channels. The so-called direct channel means that the marketers of the marketing management department directly face customers and directly promote the building through various methods such as cold calls, airport counter sales, telemarketing, etc., and then conduct sales of guest rooms, conference venues, and catering, including the front office and catering. The department directly receives individual guests who come to stay and make reservations; the so-called indirect channel means that the front office cooperates with website operators such as xx to pre-sell building rooms through online promotion and electronic reservations. Summarizing the current status of the building's distribution channels, it is not difficult to find that our distribution channels are relatively few, the distribution items are single (only the guest room accommodation part can be booked through the Internet), and the sales process is still not smooth enough (cancellation of reservations often occurs), There is still room for compression of transaction costs (higher network operator commissions), so there is still room for improvement in transaction efficiency.

4. Problems and opportunities.

(1) Analyze the problem.

① In the past, the xx Building mainly relied on its airline power to receive flight crews first.

②The particularity of the geographical location makes the building a holiday hotel that is greatly affected by seasons and holidays.

③The high-end market positioning makes most individual customers and mid-to-low-end group customers fearful of the building and dare not enter the building for consumption or just have a taste.

④The comprehensive supporting facilities of the building, especially the reception potential of guest rooms and conferences, are not satisfactory, so the hotel has lost some business opportunities.

⑤ Currently, there are relatively few entertainment and leisure items that can be brought to business activities (such as KTV, pedicure, bathing, etc.), resulting in insufficient space for the hotel to receive business activities and unable to meet market demand with high quality.

⑥The dishes in the building have two significant "characteristics": one is the higher price, and the other is the lack of distinctiveness.

⑦ Insufficient follow-up of restaurant services has always been the central topic of customer complaints, becoming a shortcoming that hinders the growth of catering revenue.

⑧There is a lack of planning and rhythm in brand promotion. Even today, some customers still do not understand the nature and functions of xx Building.

The above disadvantages have caused xx Building to be at a disadvantage at several key points in the competition with other hotels. It is not easy to achieve growth in operating efficiency.

At the end of xx, xx, due to the cancellation of housing by some crews, the number of rentable rooms in the building and airport hotel will reach about xx, while the group passenger flow from the tourism market will shrink seasonally, and the marketing task will be increased.

(2) Discover opportunities.

①The building is an aviation hotel in the xx Plaza area. It has certain uniqueness and exclusivity in terms of brand and grade. It has high-end and luxurious guest rooms, conference venues and restaurants. The surrounding transportation environment is very convenient and can attract the public. Guests at banquet events and high-end consumption from all walks of life such as business, politics, and culture. In addition, the characteristic atmosphere of xx culture created by the building has been recognized by consumers from all walks of life.

②The building is located at the terminal of the airport bus, 1 km from the city center and 25 km from the airport. The special service we can provide, that is, one-stop flight service, cannot be copied by other hotels for the time being.

3. Off-season marketing goals

Under the dual pressure of reduced team occupancy rates and crew withdrawals as the tourism industry enters the off-season, our marketing goals have three goals: First, reduce guest room vacancies secondly, find ways to increase the opportunities for meeting receptions and increase the occupancy rate of the venue; thirdly, increase the diversity of catering receptions to ensure that catering revenue does not decline.

IV. Marketing mix strategy

The main target market in the off-season should be dominated by the business market (including government reception, group consumption, business individual travelers, business meetings, various banquets, etc. ), supplemented by the tourism market. To develop the business market and tourism market, we must focus on expanding business conferences and guest room receptions, not only in the local area, but also to develop marketing tentacles to surrounding cities, improve the visibility and reputation of xx Building, and make the building a well-known A high-end business hotel brand. We strive to maintain and expand the existing contract units with government customers, corporate customers, business conference customers, etc., maintain the loyalty of old customers, improve the satisfaction of new customers, and lay a solid foundation for the hotel to cope with mid- to long-term market competition. Source base.

1. Product strategy.

①The hotel’s products include guest rooms, venues, catering and related services. On the basis of our existing traditional products, we have added new special services, such as one-stop boarding service. This is the unique advantage of xx Building. We should continue to strengthen this innovative advantage and recruit and train bus guides in a consistent manner. Intermediate link to promote smooth sales of guest rooms.

② The patronage for staying guests can be changed as appropriate. For example, good night hot milk can be added to the existing welcome fruit plate and welcome tea. Guests who have stayed multiple times can be given aviation souvenirs as appropriate to "grasp their hearts". .

③In terms of catering, improve existing recipes, add special recipes, improve the quality of dishes, enhance follow-up awareness during the service process, and proactively recommend.

④In terms of venue rental, we proactively ask each contracted unit through telephone marketing whether there are year-end celebrations or group visits and other activities, and promptly inform new and old customers of the building's latest marketing policy to understand market demand.

2. Price strategy.

The hotel can formulate different price strategies according to different months of the off-peak and peak seasons and each golden week to form a systematic and reasonable price plan and strictly implement it. At the same time, it can implement full management and control of the hotel's sales activities throughout the year to ensure All sales targets can be successfully achieved. The current top priority is to determine reasonable off-season prices, cooperate with effective promotion strategies, and at the same time improve the commission and cashback system to increase attractions to increase individual guest occupancy rates and conference occupancy rates, and increase foreign aid's awareness of proactive cooperation.

3. Channel strategy.

In view of the current building’s few distribution channels, single distribution items, sluggish sales process, and room for improvement in transaction efficiency, the marketing management department plans to increase the service of booking venue through the Internet: Update and increase the building's online promotional materials by posting, emailing, calling, and faxing promotional materials.

We are currently in contact and negotiation with xx company and major travel agency websites.

Continue to implement the marketing method of calculating commissions when taxi drivers recommend stays. The type of commissions can be flexibly controlled, which will help broaden marketing channels and increase marketing opportunities.

4. Promotional strategy.

① During the months xx and xx of xx, we will focus on discovering new customers: on the basis of improving the new brochure information and formulating reasonable off-season housing prices, we will strengthen the search for xx and five department stores in xx city Promote the company and develop potential customers.

② Strengthen contact and cooperation with each agreement unit. Customers who have signed agreements in the local market should choose a suitable time to visit one by one to stabilize existing customers.

③ Carry out targeted sales to new door-to-door individual customers. When customers stay in the hotel, they can enjoy varying degrees of discounts in catering, conferences, and entertainment.