Several methods of hotel network marketing strategy

Hello, everyone, I'm Zheng called Beast, and I share a hotel case with you every day. Please give us your advice!

I often hear people in some industries say that ota operation is nothing more than taking orders, changing prices and replying to comments!

In my eyes, ota operation is a very complicated and profound knowledge. Ota practice can't be finished in four days. I divide ota operation into three parts, one is exposure. The second is the number of views and the third is the conversion rate.

Exposure is an opportunity for the hotel to give guests. Why is it high? For example, there are 28,000 hotels in Chongqing. When guests browse the list page of ota before booking, each person's mobile phone can only display four hotels on one screen. How does your hotel squeeze more target guests' mobile phone screens? If more guests have more screens on their mobile phones, the chances of being booked will be more. In my ota practice class, there are more than 80 points in light exposure operation, and each ota has dozens of traffic portals. The ranking logic of each portal of each ota is different. Ota officials will also constantly adjust the rules over time.

Let's give one of the 80 points of high exposure to illustrate how we operate: portal optimization, opening as many traffic portals as possible. For example, among Ctrip's many portals, the "pet-friendly" portal is the fastest growing portal for Ctrip's traffic (it increased five times last year)! Some guests traveling with pets will come to the hotel according to this search condition. If your home is not open, you will lose the fastest-growing traffic entrance and the opportunity of exposure. Therefore, I suggest that all hotels try to open this entrance, but hotels should take precautions to prevent guests from bringing rooms, take care of other ordinary guests (some pets will bark in their rooms), buy two pet cages in the lobby to help him take care of them, and everyone will be happy (the hotel will open more rooms, so guests with pets can rest assured).

Do a good job in the second indicator of ota, the number of views. What's the page view? In front of us, we will do more than 80 minutes of exposure and try to show our hotel on the guest's mobile phone, but it also says that each screen of the guest's mobile phone can show 4 hotels, and 80% of the guests will browse about 4 pages before booking, that is, after you try 80 ways, you will squeeze into 4 pages browsed by the guests, and you still have 15 hotels as opponents. How do guests click into your hotel? I once printed out the first batch of pictures of the 500 most visited OTAs in China and pasted them all over the wall. Then I found a rule that 70% of the first pictures of these 500 hotels were taken at night, with small oblique elevation angle, better lighting effect than during the day, and a relatively large proportion of guests arrived at the store at night.

Conversion rate: In front of us, we tried our best to get into customers' mobile phones, try our best to get more views and bring customers to the store, but the work was not completed. In Meituan, after 100 guests enter the store to browse, 12 guests are scheduled to form 12 orders, which means that the average conversion rate is 12%. The conversion rate of my Victoria store in Foshan is 25%. The purpose of improving the conversion rate is to optimize everything that guests see when they enter the store, and to optimize it from the standpoint and angle of the guests. More than 80 points can be optimized to improve the conversion rate. Let's make one point. For example, we once took over such a consulting shop, located in a scenic spot, where many guests prayed to God and worshipped Buddha. Its original room names are "Pudan", "Haodan", "Pushuang" and "Hao Shuang", which are very orthodox. After our optimization, we changed it into a "step by step big bed room"

People often ask me that his hotel ota is good, 4.8 points and 4.9 points, why the order is still not ideal! In fact, high score is really not a good ot a operation. High score is only one of dozens of factors that affect the browsing rate, and it is not even in the top three of dozens of factors that do a good job in browsing rate. Scoring has nothing to do with exposure and conversion rate, which is also one of the misunderstandings to be avoided in ota operation.