How to use Internet rules to run inns and hostels?

In the Internet era, all industries want to re-examine the operation and promotion with Internet thinking and laws. In the non-standard accommodation industry of inns and homestays, only those inns and homestays that embrace the Internet will have more opportunities to gain competitive advantages in the future.

Next, I will explain how to use Internet rules to run the inn from several aspects.

One is efficient and efficient, and the martial arts in the world are only fast and unbreakable. Efficiency is the magic weapon for the survival of the Internet, and it is also applicable to the management of inns and homestays.

We often encounter such a situation that the front desk handles a check-in procedure for the guests, which is delayed again and again, and the guests are impatient and the formalities have not been completed. Saving guests' time is a kind of respect for guests. Many hotel staff are not aware of this. They are used to doing their work in their own way. On the page where to go to the inn, guests ask a question and often see the inn reply after three days. When the guest went to Weibo Private Letter Inn to inquire about the price and specific information, the inn did not reply in time. By the time the reply came, the guest had already booked another home. In the above situation, on the one hand, the guests feel that they are not respected, on the other hand, the patience of the guests is limited by time. Beyond this time limit, there will be negative emotions such as impatience, and the goodwill towards the inn will decline. Here I summed up a three-minute rule to solve the needs of guests within three minutes.

Three-minute rule Check-in and check-out procedures should be completed within three minutes, hot water should be provided in the guest room within three minutes, the items needed by the guests should be delivered to the room within three minutes, the inquiries of the guests should be answered within three minutes, and the orders of the guests should be confirmed within three minutes. The shorter the waiting time, the easier it is for guests to have a good impression.

How can we be efficient and fast? Take check-in and check-out procedures as an example, and want to be efficient and fast. There are four problems to be solved.

1 simplifies the program and removes unnecessary programs.

Be prepared in advance, such as calculating the room rate in advance and preparing the change. Fill in some check-in forms and deposit forms in advance. Arrange and set up the room card. Ensure that the authentication equipment or POS machine works normally.

Communicate with the guests in advance and know when the guests will check out at the store.

4. Enhance employees' awareness of efficiency and quickness. Quick response, quick response.

Second, the sense of participation (Engagement) to build a sense of participation system, the system and process of opening an inn and lodging changed from "I do it myself, we do it together" to "I do it myself, we do it together".

I believe everyone often hears the word sense of participation, which is one of the most important marketing concepts of Xiaomi, an Internet mobile phone brand. Li Wanqiang, the co-founder of Xiaomi, wrote a book called Sense of Participation.

The concept of consumption ranges from functional consumption-brand consumption-experiential consumption-participatory consumption. From simple accommodation (one bed is enough) to choosing brand-name stores (going to famous shops), to experiencing the life of inn and lodging, and then to participating in the construction, planning, formulation and operation of inn and lodging.

Participation in the brand image communication of inns and B&Bs is limited to its own communication. It is necessary to motivate the guests, open the communication system, let the guests participate, and jointly complete the communication with the inn and B&Bs. Guests are very willing to help the inn and homestay complete communication. The premise is that guests have a good sense of staying experience during their stay. On this basis, through certain forms of activities to stimulate guests to participate, such as sending nine pictures in Weibo and WeChat Inn, guests will have the opportunity to participate in a lucky draw or give a gift.

I think most people will frown and say how this is possible and how the price can be set by the guests. Don't worry, keep looking down. Most of the current pricing of inns and homestays is still extensive pricing. For example, when adjusting the peak season price, most of them refer to the surrounding areas or make adjustments based on past experience. It has not yet entered the smart data pricing based on data, such as regional passenger flow big data and hotel passenger flow big data. Of course, today is not about intelligent data pricing, and intelligent data pricing will be written later. In the era of extensive pricing, part of the room price system can be made public, so that guests can participate in determining the price. So how do we land this thing?

The sense of participation itself is also an event communication, which is planned as a marketing activity. Take the room as an independent product and let the guests decide the price through online voting and other forms.

The names involved in the name formulation include the name of the inn, the name of the guest room and even the name of the new dish. Send invitation messages on platforms such as WeChat or Weibo, let the guests call the roll, and give them a chance to show their talents. After the guests participate, they not only have a sense of participation, but also have a sense of accomplishment and pride, which closely connects the guests with the hotel.

Of course, building a sense of participation is not just the above three examples. There are many things that can make guests feel involved in the operation of the inn.

3. Personalized and standardized things have no temperature, while personalized things convey a kind of warmth and are also the spiritual representative of the inn.

Individualization is opposite to popularization and standardization. With the transformation and upgrading of consumption scenes and consumption concepts, users are increasingly pursuing personalization. "I refuse to popularize standardized things, and personalization is what I want."

Personalized service Personalized service should not only meet the sexual needs of guests, but also actively provide targeted services for guests according to their characteristics and special needs. The personalized service of inns and homestays is a standardized and programmed service of hotels. Differentiated and flexible services based on basic services. Treat each guest as an independent individual and provide services for each individual.

How to provide personalized service? (1) inns and homestays should have personalized service awareness and personalized service content. Can provide targeted services according to the special situation and personal situation of guests. If the guest arrives at the store in the early hours due to the delay of the plane, the boss will personally cook a snack for the guest. (2) break the routine and provide services from different angles of thinking. ③ Collect guest check-in information and pay attention to guest check-in habits, and provide targeted services according to guest preferences. For example, the cleaning staff cleaned the guest room and found a circle of toilet paper around the toilet. The cleaner reported the matter to the manager, who sent someone to buy some toilet seats and install them on the toilet. In some things, the boss appropriately authorizes employees. So that staff can provide services more flexibly.

Personalization of room name If you regard a room as an independent individual, you should give it something personalized. The name of the room is the soul of the whole room, and it is the highly concentrated information of the whole room. It is necessary to reflect the characteristics and selling points of this room. At present, most inns and homestays use numbers instead of room names, such as rooms 205 and 308. This kind of house name is easy to manage, but it also has some defects. Because the room is small, it can be named separately. Unlike a hotel with 200 or 300 rooms, it is unrealistic to name it separately.

Some methods of naming: the naming of the room should be highly consistent with the design style of the room (such as classical, European, theme, etc.) ) and the functionality of the room (sea view, mountain view, lake view, starry sky, etc. ).

For example, the images in The Book of Songs are systematic: Jia Jian, Guan Ju, He Ming, Qiong Opera, etc. Systematic solar terms: Jing Zhe, Bailu, Grain Rain, Autumn Equinox, Summer Solstice, etc.

Standard language "hello, sir." "Hello, madam." This is a sentence that is often heard in hotels. Standardization is a polite expression, but it lacks a temperature. The hotel creates the atmosphere and feeling of home. The relationship between a hotel and its guests is more like a friend than an object of service and service. The relationship between the two parties determines the different usage of terms.

Language should be standardized, polite but human;

The address of 1 should be standardized. Don't call a gentleman when you meet a male guest, but a lady when you meet a female guest. You can call "Sister Wang, come here?" "Li Ge, how did you sleep last night?" Close the relationship with guests through the change of address.

Welcome to visit next time. Sister Wang, let me know in advance when you come next time, and I'll get the room ready. Uncle Zhang, be careful on the road and come to play next time. "Communicate with guests with warmer words.

Less is more. It is far better to concentrate on two or three (or even one) channels than to do more than a dozen channels.

"Less is more", that is, "less is more", is a sentence said by an architect in the 1930s. When designing, we advocate simplicity and oppose excessive decoration. This sentence is similar to Laozi's "Avenue to Jane". Simplicity is an idea. The concept of "less is more" is also very instructive in the hotel industry.

Some time ago, I chatted with an innkeeper and asked what channels are being sold now. The boss thought for a moment and said,' Our inn can be found in all sales channels. Where to go, Ctrip, E Long, Meituan, glutinous rice, Tongcheng, where to go, Mango, Agoda, Booking, etc., the boss said more than a dozen channels in one breath. How are we now? The boss took a breath and the occupancy rate was not very good recently. Although there are many channels, some channels don't come ten times a year. "I think you will encounter such a situation. There are many online channels, almost all of which can be used. It's always good to cast a net and catch more fish. But is this idea really right? In terms of channel construction, I don't agree that casting a net can catch more fish. Before analyzing this problem, let's first understand how guests book rooms through channels. Take OTA (Ctrip, Qunar, eLong, etc. For example, the higher the ranking of inns and hotels when searching for destinations, the higher the booking rate. There may be dozens of pages in a local inn, and guests have no patience to go page by page. They just look for satisfaction from the previous pages. When the rooms in the first few pages of the hotel are basically saturated, the passenger flow can only stay in the back hotel and can be booked. If the inn ranks in dozens of pages, it is understandable that there are not many orders. For the hotel itself, if more than a dozen channels are opened at the same time, because we have to maintain the consistency of omni-channel information, we will modify the room status one by one and adjust the price one by one, and our energy will be dispersed, and there will also be troubles caused by omissions. For example, in the peak season, when a channel is closed in the peak season, there is an order phenomenon. It is far better to concentrate on two or three (or even one) channels than to do more than a dozen channels.

Pay attention to the value of a single room. The profit of an inn with only 8 rooms exceeds that of an inn with 20 rooms a year. We often hear such words. Eight rooms generate value > 20 rooms generate value, which fully illustrates the importance of quantity optimization value. With the change and upgrade of consumption concept, it will become more and more difficult to win by quantity unless there are unique channels, such as tour groups. In order to generate more profits, the key is to pay attention to the total value of each room for one year: price *365* annual occupancy rate. Instead of the total value of all rooms in a year, is it a detour to say so much? In fact, it is very simple, that is, we should focus on the value that every guest in every room can generate, rather than always thinking about taking the quantity. The more quantity, the more natural profit. An important direction for the future development of inns and homestays is small and beautiful. The number of rooms may be around ten, but each room is unique, not copied and pasted.

Xie Xue, a columnist of Ying Hui Inn Group, knows the forms of hotels and has written many articles about hotel management and accommodation.