How does the hotel's marketing department do catering sales? ....................................

Hotel marketing is a kind of marketing and an important part of hotel business activities. It begins before the hotel provides products and services, studies the needs of guests, promotes the growth of hotel customers, develops the potential of the hotel market and increases the income of the hotel. Marketing involves all business activities to meet the needs of guests, and finally enables the hotel to achieve its preset business objectives.

Hotel marketing is not just a single marketing model, it involves a wide and deep range, including market research, hotel product design, development and pricing, product promotion, product circulation and so on. It is related to the development and prospect of the hotel, so how can we make hotel marketing play a better advantage? This should always be taken into account in the whole hotel operation. To do a good job in hotel marketing, we must first formulate the best marketing positioning, choose a better target market, actively use and develop various marketing strategies, and achieve the ultimate goal of high-quality marketing.

Organizational marketing

When organizing hotel marketing, we should do the following:

1, define the sales area and scope. The marketing manager cooperates with the sales staff to define the sales area and scope, and actively guides the sales staff to expand the sales area at one time. The distribution of sales area and scope should be based on the sales potential of fixed customers, the geographical location and category of customers.

2. Set sales targets. The marketing manager sets the sales target according to the hotel's sales target and policy. Sales indicators are divided into quantitative indicators and quality indicators. The quantitative indicators are:

(1) Sales quantity, such as room sales days, catering sales, average house price, sales revenue, etc.

(2) Sales times, daily or monthly sales visits.

(3) Indicators and control of sales expenses, and the sales expenses involved by sales personnel every month, such as transportation expenses and entertainment expenses.

Because each salesperson is responsible for different customer demand potential, the quality standard of sales should be determined when the salesperson is required to reach the sales quantity. Quality standards include sales staff's products and sales knowledge, the effect of sales call, sales staff's working attitude, working ability and relationship with customers.

3. Performance evaluation of sales staff. The sales manager should take appropriate measures to understand and obtain the performance information of the sales staff, formulate the provisions for the sales staff to submit the "sales report" every month, understand the sales situation, and feed back the sales information in time.

4. A well-organized organization. According to the geographical location and category of hotel customers, the marketing department organizes sales staff to divide sales according to geographical location, which reduces the travel time and improves work efficiency. According to the current development of hotels, hotel marketing should actively tap the potential of hotel products, increase the attractiveness of products, attract customers' consumption and attract business.

product mix

Hotel marketing can develop various popular combination products to attract customers according to the sales requirements of enterprises and the different needs of guests. Existing portfolio products include:

(1) combination products for business guests. Provide special services for business guests, such as a basket of fruit in the guest room, welcome drinks, facilities and equipment in the recreation center, bars, songs and dances, etc.

(2) Conference portfolio products. The conference package products include the use of the conference hall, tea and coffee during the meeting break and working meals during the meeting, which are provided at a discount of one package per person.

(3) Family accommodation combination products. Family double rooms, free extra beds for children living with their parents, provision of child care services, free use of children's entertainment facilities, children's menus in restaurants, etc.

(4) Honeymoon holiday products. Honeymoon holiday products are only available to newlyweds, and generally require beautiful and quiet rooms and some special services, such as beautifully decorated new houses, free American breakfast before going to bed, free champagne, and flowers and fruit baskets in the rooms.

(5) Wedding portfolio products. This kind of products are mainly aimed at the local residents' market, combining the wedding consumption form, adapting to the consumption psychology, emphasizing the festive atmosphere and attracting consumption: the product portfolio includes luxurious Beijing-style or Cantonese-style banquets, free full-court soft drinks, a four-story exquisite wedding cake, a grand wedding banquet hall decorated with flowers and double happiness banners, creating a wedding atmosphere according to specific requirements, playing wedding marches, providing wedding suites, flowers, fruits and champagne free of charge on the wedding night, and providing wedding banquets in the bridal chamber.

(6) weekend combination products. Weekend combination products can attract guests to rest and entertain after a week's work, so it is necessary to plan and organize some entertainment and sports activities, such as holding weekend parties and acrobatic performances. And combine entertainment activities with hotel accommodation services into cheap package products.

(7) Off-season holiday products. In the off-season, provide guests with accommodation and meals for one week or ten days at a package price. At the same time, in order to attract guests, it is necessary to plan and organize guests to enjoy entertainment activities for free.

(8) Combination products for special activities. The development of this combination product requires the marketing staff to have creative and factual thinking, design products that are both novel and feasible in economy and sales, and make use of existing facilities and service institutions, such as table tennis, tennis and bowling competitions, to enhance the reputation and image of the hotel.

Cehua Xuanchuan

In addition to developing new products and activities, hotel marketing should also introduce unique publicity methods to attract tourists, which will make more fuss about advertising planning and sales.

(1) TV, radio, newspapers, internet and other media can be selected to regularly report the newly-launched special dishes, room environment and activities of the hotel, so as to enhance the guests' sensory impression of the hotel.

(2) Use trade magazines, newspapers, travel brochures, guides, advertising leaflets, direct letters and other ways to promote hotel products.

(3) Strengthen the momentum and influence by inviting famous performances, and create hot spots for hotel consumption, such as inviting provincial and municipal model contests and fashion shows; Large-scale singing and dancing instrumental music performances and other promotion methods.

(4) Design and launch the Oktoberfest, enjoy the dishes, and increase hotel consumption and benefits.

Hotel marketing should not be limited to one stage, stick to one mode and indulge in one state. It must create and design the most suitable business model for hotel management and development with the most acute, advanced and unique sense of smell, so as to make hotel management more perfect, advanced and unique, so as not to be defeated in the fierce competition in the hotel industry.

Five Taboos of Hotel Marketing

Avoid subjectively judging the credibility of consumer units.

At present, among all hotel consumption groups, especially some mainland hotels, credit consumption accounts for a considerable proportion. When hotels measure the consumption credentials of units with bad debts, they will naturally decide whether they can deduct money according to the strength and credibility of the units to avoid bad debts, bad debts and dormant accounts. Over time, the old customers and well-known enterprises in this field are easy to master, but for similar new consumer customers, their credibility can't be determined only by enterprise attributes and existing strength, let alone just look at "public" without looking at "private", emphasizing "big" and ignoring "small".

In the contact with customers, it is a positive and safe way to greet each other with a smile on the one hand, and to prevent the hotel's interests from being damaged with strong supervision measures on the other. If we can take measures such as concluding detailed contracts, shortening the closing time, and arranging special supervision, we can open the door to convenience and increase the number of customers. Once problems are found, it is not too late to cancel the qualification of suspense.

Second, the boss seldom comes.

Visiting customers in time is an effective means for hotel managers to enhance understanding, strengthen friendship and consolidate customers, which has been recognized by the majority of peers, but it is far from being implemented in practice. Some either have no time and forget to go; Some don't intend to go at all, so they let their men walk around; Some even marketing directors and managers rarely work behind closed doors. There may be several reasons: it's easier said than done, but it's harder to visit customers who are lower than yourself; Trapped in the hotel chores all day, doing everything by myself, too tired to care; Weak sense of responsibility or work without purpose; Generally, managers with these reasons only care about their own feelings and facts, but ignore the ideas of customers who depend on them for survival.

Three don't visit like lanterns.

When setting quantitative indicators for salespeople, sales managers should never measure the performance of salespeople by the number of visits. This seemingly scientific approach will have a negative impact. The relationship between salespeople and customers is just a working relationship. It is obviously unpopular for a customer to go to an appointment and be interrupted for work reasons, so there is a saying that he is obviously working in an office and lied that he is in a meeting. With more times, the sales staff are aware of the customers' antipathy, and hope that there will always be good news such as discounts, concessions, gifts, free of charge and so on. , will enliven the atmosphere, increase the content of the conversation, increase their own weight, but this is very limited. In addition to making visit plans for different customers, the marketing department should first consider multi-channel and multi-means to achieve its goals.

Four bogey planning is only a matter for the marketing department.

The number of people in the marketing department is limited no matter how professional they are; No matter how many ideas, they are powerless; Three heads are better than one, one is Zhuge Liang, and the participation of many people will help the event to be a complete success. They also set up part-time salesmen among the heads of various departments to fill the shortcomings of salesmen in customer information collection and relationship communication, and basically formed a three-dimensional network of external marketing, which is very practical.

Five bogeys promote sales separately.

At present, many hotels quantify the income of various operating departments, which effectively improves their enthusiasm. Both managers and employees try their best to increase their income. The starting point is understandable, but it often breeds some negative effects. The hotel has the style and taste of a hotel and cannot be destroyed by some vulgar methods. This requires the hotel management to take effective measures to avoid this fragmented promotion phenomenon in order to maintain the integrity of the hotel's external marketing.

Seven "elements" of hotel marketing;

First, we must make a good forecast of tourists. Hotels can only consider the next marketing steps by forecasting, and forecasting needs to start from many aspects:

1) Analysis of tourist sources in the same period last year. Marketers should subdivide and study the daily room rental situation during the holidays in the same period last year, such as: the number of rooms rented per day, the number of single rooms, the proportion of individual customers agreed, and the proportion of individual customers in the reservation center. In order to compare the previous data with this year's holiday booking. Because travel agencies often book in advance, and the number of rooms in the team will be more certain when the holidays are near, marketers should check the reception of the team with the travel agency every once in a while to prevent the travel agency from making false or natural reservations in order to control the rooms.

2) Pay attention to the weather forecast during holidays. Because holiday tourists are mainly tourists, tourists' consumption is leisure and at their own expense, so if the weather is optimistic, some rooms can be set aside for sale to individuals who come to the door temporarily; If the weather is bad, we should attract more teams to pave the way for the guest room. How to control and book rooms depends on God's face.

3) Understand the booking situation of similar hotels in this city. By understanding the hotel reservations of competitors and different locations, we can estimate the prospect of renting our own hotel rooms.

4) Pay attention to media reports. Usually, a few days before holidays, major media, including the Internet, will scramble to get the latest information about related industries and hotels and make rolling reports.

5) Obtain information through other channels. Marketers can get information from hotel sales colleagues, travel agencies and customers who are the main customers of the hotel. In a word, hotels should try their best to make accurate predictions in order to prepare for the coming holiday.

Second, we must be prepared for price adjustment.

According to the forecast, make different price strategies for different customers. The new price should be determined in advance as far as possible, so as to leave enough time to communicate with customers. During this period, marketers have a lot of work to do, not only to inform customers by phone, fax and email, but also to remind customers to book in advance as far as possible from the perspective of caring for customers, so as to avoid temporary booking without rooms.

In price adjustment, the adjustment range of different customers can be different. It is necessary to raise the price of the agreement company guests who have been loyal to Ping An Hotel, communicate with them, and try to raise the price within the range that the agreement guests can bear; For the adjustment of reservation center, you can learn from the internet, especially to investigate the price adjustment of similar hotels. Considering the customer's tolerance and the hotel's own situation, the hotel should look at the relationship with customers from a long-term perspective, and can't just buy and sell with one hammer, because establishing a good reputation is the basis for developing future customers, and it must not "go with the flow" to raise prices arbitrarily because of the increase of holiday tourists.

Third, rationally plan the proportion of tourists.

According to the investigation and forecast, reasonably determine the proportion of tourists. If the weather is bad, you can increase the team's reservation, if the weather is good, you can reduce the team's reservation. But it can't be across the board, unless the hotel has never dealt with a travel agency before. Hotels can reasonably control or screen different market segments by raising prices. For long-term cooperative series teams, try to provide a certain proportion of rooms.

Fourth, we should oversubscribe reasonably.

Hotels often encounter the situation that booking rooms leads to "missing appointments". As the domestic credit system has not been completely improved, guests will not bear economic responsibility if they fail to fulfill their reservations, which leads to some unwelcome behaviors in hotels. For example, guests may make multiple and multiple reservations because of uncertain prices or the number of tourists. This kind of behavior is more common among casual self-funded tourists. By booking many times, they can get a better price and ensure that they can get a room immediately after they arrive at the hotel. However, non-appointment will result in a hotel vacancy unless the guest can notify the hotel in advance to cancel the reservation. In order to avoid the loss caused by non-appointment, hotels can adopt the strategy of overbooking. By overbooking the hotel, you can guard against the risk of a large number of unfulfilled reservations. However, if the hotel accepts too many over-reservations, it will bear the risk that guests will have no room to live in when they arrive at the hotel.

In order to reduce the risk of overbooking, hotels can get a reasonable percentage by comparing the data of non-check-in and cancellation of previous holidays. Therefore, it can not only minimize the loss caused by vacant rooms, but also minimize the loss caused by failure to book enough rooms. Therefore, not only marketers need to formulate strategies for forecasting and overbooking, but also need to communicate and train with front-line staff. If there is really no room for a guest to book, try to arrange a room of the same grade in a similar hotel in advance and send the guest free of charge by hotel car.

Fifth, we must prepare for the service in advance.

In the holiday season, all the manpower and facilities of the hotel may be overloaded, so the hotel must check the facilities and equipment in advance and arrange the personnel reasonably according to the forecast. Usually, you can cross-train employees and cultivate generalists, and you can also make an appointment for some students to take part-time jobs in tourism vocational schools to prepare enough manpower.

On holidays, the arrival time of tourists is usually during the day, while the check-out time of the previous day will be around noon 12: 00, so we must prepare enough service personnel to clean and tidy the room quickly. Through the forecast, other business premises such as booking, catering, entertainment and other services should also be prepared in advance.

Sixth, we should further lock in customers.

Although tourists are mobile guests, some of them often come to hotels for the first time. As a marketer, we should try our best to lock in these guests. On the one hand, they should leave a good impression on the guests through the hotel's full preparation and quality service. On the other hand, guests can visit guests in the lobby by the assistant manager, place holiday greetings, give small gifts and place VIP card information forms in the guest room, so as to realize the possibility of guests turning back in the future. For example, during the two long holidays of May Day and National Day last year, Zhejiang International Hotel placed a holiday congratulatory letter and a VIP card application form in the guest room of the executive building (VIP cards are not allowed during the two National Days), and distributed more than 600 VIP cards. According to incomplete statistics, more than 300 VIP cards have been reused so far, which means that the hotel has locked in more than 300 repeat customers in this way.

Seventh, we must do a good job in the joint work of all parties concerned.

1) Exchange information with peer hotels in time, check the hotel room status with each other, and send customers to each other.

2) Contact the major online reservation centers at any time and inform the hotel room status in time.

3) Check with the guests booked every day to confirm whether the guests are coming, the number of arrivals, the arrival time, etc.

4) Contact the media station regularly. For example, the traffic and tourism station in Hangzhou will regularly broadcast the free status of hotel rooms to the audience.

Through the marketing management in the above aspects, it can not only bring considerable benefits to the hotel, but also greatly improve customer satisfaction and loyalty.