Is Qingxi Hotel difficult to manage?

The bell of the new century is about to ring, and the next century is called "knowledge economy", "network technology" and "green environmental protection". As a sunrise industry in 2 1 century, hotel industry will face new challenges and unprecedented development opportunities. Who can conform to the trend of the times, grasp the new market demand and carry out management innovation in time, and who will be the winner in the market competition? Many people engaged in hotel operation and management are conceiving new trends, new ideas and new strategies for hotel development in the future. Looking forward to the 2 1 century, the author thinks that the future hotel management will present the following development trends.

First, group development, brand management

With the globalization of economic operation and the transnational influence of market and resources, the world hotel groups are adjusting and merging every year, and the alliance and merger of the hotel industry leads to the birth of larger hotel groups. For example, British Bath Company merged International Holiday Inn Group and Intercontinental Hotels Group successively to become a larger and more competitive British Bath Hotels Group (Bass Hotels &; At the same time, with the development of network technology, in addition to the traditional way, hotel sales make more use of the Internet for online publicity, online booking and joint promotion between different industries. Hotel brands will have great charm on the Internet, and brands will become more and more important. Only global and branded hotels can benefit from modern marketing.

Second, a high degree of market segmentation and diversified marketing strategies.

With the development of tourism in the new era, the market demand is diversified and personalized. Hotels will pay attention to the segmentation of market demand, implement the strategy of "small market, large share", and win target customers by developing personalized products and providing personalized services. There are more and more theme hotels with distinctive features and clear market positioning, such as modern business hotels, youth hotels and motels. At the same time, with the change of customer demand and the intensification of market competition, the marketing strategies of hotels are also diversified. New marketing concepts and strategies such as integrated marketing, niche marketing, ternary marketing, relationship marketing, political marketing, database marketing, green marketing, and online marketing are constantly emerging. As the marketing authority philip kotler said: "Every 65,438+00 years, the management of the company needs to rethink and update its goals, strategies and tactics." The ever-changing situation often makes yesterday's winning rule obsolete today.

Third, create green hotels and advocate green consumption.

In the future, the hotel industry will pay more attention to protecting the atmospheric ozone layer, balancing the ecological environment and saving energy and materials. Hotel buildings try to reduce the light pollution caused by modern buildings, and use advanced geometric modeling to do indoor lighting; Hotels use solar energy as much as possible to save the consumption of ordinary energy and reduce the pollution to the atmosphere; Hotels do not use consumables such as inorganic compounds such as plastics, but use low-grade products or wood products that are easy to decompose, which is conducive to the balance of the ecological environment; It is best to choose pure natural cotton or flax for bed sheets and towels in guest rooms, and pure vegetable oil soap as far as possible to reflect green service; Rooms no longer need to change disposable items every day, and the replacement of sheets and towels depends on the needs of guests. Many hotels put this card in their rooms: "If you don't need to change the sheets, please put the card on the pillow". Cultivate people's green consciousness and consumption spirit.

Fourth, hotel owners turn to the real estate market and pay attention to the appreciation of real estate in order to obtain profits.

With the increasingly fierce market competition, the decline of the average profit rate of the industry, the extension of the hotel return cycle and the trend of collectivization and branding of hotel management, on the one hand, hotel owners entrust the direct operation of hotels in the future to professional hotel management companies, because hotel management companies are more likely to make profits through the export management of intangible assets such as management technology, marketing network and brand. On the other hand, hotel owners turn more to the real estate market, regard hotels as real estate investment and pay attention to profit from real estate appreciation.

Five, the miniaturization and flattening trend of management organization structure

The traditional organizational structure is mainly to set posts from the perspective of hotels, emphasizing professional division of labor and standardized management. In the future, hotels should consider problems from the perspective of guests, and require hotel management to pursue efficiency, pay attention to communication, be flexible and provide targeted services. The hotel tries its best to provide more effective service than its competitors, provide as much convenience as possible for its guests and advocate one-stop service. This requires the hotel's management organization structure to overcome the disadvantages of many original management levels, slow information transmission, high management cost and low efficiency, and avoid excessive refinement and specialization of organizational division of labor. However, it tends to be miniaturization, simplification, flattening and organization of management organization structure.

Sixth, the level of hotel intelligence has been continuously improved.

With the development of Internet technology and the acceleration of the whole social informatization process, modern science and technology represented by electronic information technology has gradually entered the hotel industry, and the hotel's intelligence has been continuously improved, making guests feel more comfortable and convenient. Online booking and online promotion will gradually replace traditional telephone booking, mailing promotional materials and news media advertisements; The check-in procedure for guests is convenient and quick, and it is completely computerized. Guests can choose their favorite room type directly from the computer screen, instead of staying in any room assigned by the front desk as in the past. The guest's identity information will also be entered into the computer by using advanced computer scanning technology to avoid tedious procedures such as manual registration and confirmation; The guest room is equipped with advanced VCD facilities, multimedia internet and electronic control technology, and guests can confirm their personalized service content through the computer display screen in the room. Such as: daily wake-up time, meal delivery time, clothes collection and delivery time, booking air tickets and banquets, contacting work units and conducting business contacts with customers.

Seven, employees first, adhere to the people-oriented management.

The competition in 2 1 century is the competition of knowledge, in the final analysis, the competition of talents. In the future hotel management, we should establish the principle of "customer first, employee first". Our business philosophy makes the hotel "the home of guests and employees". Hotels should attach importance to the training of employees and create relaxed interpersonal relationships, comfortable working environment, more promotion opportunities and higher wages and benefits for employees. Because employees are the implementers of services, only satisfied employees will provide satisfactory services. By giving employees greater power and responsibility, the managed can realize that they are also a member of the manager, and then give full play to their consciousness, initiative and creativity, fully tap their potential, and make greater contributions to the enterprise while realizing their own life value.

Eight, the status of hotel catering is increasingly challenged.

"Food is the most important thing for the people". With the improvement of people's living standards and quality, the demand for catering is further increased and diversified, and the catering industry is still one of the fastest growing industries in the economy. At the same time, social restaurants are constantly emerging, blooming everywhere, and hotel catering is facing increasingly strong competitors. On the one hand, distinctive restaurants (such as theme restaurants) may continue to exist in hotels, while the catering in business hotels will be weakened and the catering in resort hotels will be diversified; On the other hand, some hotels will highlight catering, let catering go out of the hotel and compete with social catering for the market.

Nine, the hotel service pays more attention to personalization.

After 1990s, hotels gradually entered the era of personalized service. Many hotels with distinctive products and services have shown strong competitiveness and vitality in the market, while those hotels with similar products and featureless services are facing a crisis of survival. While providing standardized and standardized services for all guests, the hotel pays more attention to providing targeted and personalized services for different guests. Personalized service is an extension of standardized service. Reflected in the sense of responsibility, emotional input, flexibility, supernormality, self-choice, etc. It can make the guests most satisfied and sometimes surprise them. For example, the "golden key" in luxury hotels is regarded by guests as "knowledgeable person", "all-round doctor" and "expert in solving problems", which represents the highest level of hotel agents. "Although you are not omnipotent, you must do your best. It is the service concept of "golden key". China Golden Key promises to provide "efficient, accurate and perfect" services to tourists from all over the world, and "Golden Key" has become a symbol of hotel quality service.

Ten, the hotel pays attention to the construction of corporate culture.

The competition of hotel industry in 2 1 century is mainly reflected in the competition of culture. Experts describe it this way: "half of profits are culture, and culture is also productivity." Cultural competition is a higher level competition. On the one hand, it is required to endow hotel products and services with certain cultural connotation, cultural atmosphere and cultural added value; On the other hand, establishing a kind of * * * same values among employees and creating a learning organization will make a strong organizational culture fully affect the realization of hotel management functions and the exertion of collective efficiency.

Therefore, in the next five years, hotel management will remain a hot major.