What does "Mobile Internet" bring to hotel marketing?

So what will the mobile Internet bring to the online travel industry? In what ways will it change tourism? This paper hopes to explore the transformation of mobile Internet in the field of hotel marketing.

The terminal equipment based on mobile Internet is exquisite, convenient and practical, and it is increasingly becoming the organ of individual users. Leave your mobile phone for a while, and you will feel less, or even unable to work and live normally. Some smart phones, such as iPhone, also have fashion and cultural elements and become a necessity for hipsters. The interactivity and attachment of mobile Internet will definitely bring some new changes to hotel marketing, which may be subversive. Let's discuss the special value of mobile internet to hotel marketing from some characteristics.

First of all, the mobile Internet will become an important information platform for people, and its advantages of portability and mobility will enable people to obtain the information they want anytime and anywhere. The main demand of this hotel is the floating crowd. If the hotel can let these mobile people get hotel information on the move, won't it occupy the commanding heights of the channel? Secondly, the positioning and navigation function has become the standard configuration of the mobile Internet. When users want to find a hotel according to their mobile location, the mobile Internet can realize the function that neither PC nor telephone can, that is, help guests find the nearest hotel conveniently, and the hotel can also push their information to the mobile phones of nearby users with accommodation needs.

In fact, the above is not the biggest change that the mobile Internet has brought to the hotel industry.

What is the so-called mobile Internet in its largest application platform? Smart phones show the combination of Internet and telephone functions. This platform will be able to surf the Internet and make phone calls. If you want to surf the Internet, you can call. Then the only question is who to look for online and who to call. Let's imagine that if consumers can get a wealth of hotel product information from this platform, besides wireless reservation, they can easily find the phone number of the hotel, and they can talk to the hotel directly to get the best price, the most accurate product information, the fastest feedback and a better service experience, then do they still need a call center across OTA? This is the change that the mobile Internet can really bring to the hotel.

Direct selling in the hotel industry has been discussed for a long time, but there are few successful examples. Now the mobile internet may bring a brand-new direct selling business model and establish the theoretical lowest cost direct selling channel. This channel platform does not need to build a large-scale call center, because the call center of the hotel is the call center of this platform. This channel platform does not need to build a dam to isolate users and businesses and profit from it. This channel platform should return to the original meaning of the channel, which is to dredge the upstream and downstream and minimize the cost of the channel. The arrival of the mobile Internet makes such a channel platform possible.

But so far, it is only possible, and the so-called low cost is only theoretical, because the entire tourism industry is not ready for the mobile Internet. The hotel is not ready yet, and they will be afraid of the strong OTA. The hotel has not established a customer service system comparable to OTA, which may be considered as a high-cost thing. Consumers are not ready yet, they will continue to revel in the concept of low price of channel providers, and dialing 400 number after price comparison will still be their first choice. Such a channel platform itself is not ready. To make consumers and businesses understand and accept it, it is necessary to have a reasonable and sustainable profit model, solve a series of technical and process problems different from OTA, and ensure the customer experience. In a word, change is not an easy thing.

But we must always believe that progress has always been based on breaking the old pattern, and we must pay a price if we want to break it. Undoubtedly, the mobile internet will bring many changes to hotel marketing, but whether the change can become a revolution, let us wait and see! About the author, Mr. Zhu Haoyi is currently the CEO of Freezing Point Hotel Control. I studied tourism product development and tourism management in Germany, with 65,438+04 years of experience in tourism industry and management. Before the establishment of Freezing Point Hotel Control, he served as an executive of a famous tourism listed company, responsible for the management of inbound tourism, exhibitions and e-commerce. Mr. Zhu graduated from Tongji University with a major in German 1997. View all authors' articles