How to provide differentiated services for hotel customers

How to understand the real connotation of hotel marketing from the perspective of human nature, focus on the overall situation, start with the details, highlight the humanistic characteristics in the details, and thus form the differentiation of marketing. In order to form differentiation, we must fully understand human nature and discover the life rules of consumers on the basis of respecting human nature. Differentiation is man-made, but the creation of differentiation must respect human nature and be excavated and guided on the basis of consumers' potential life laws in order to succeed. Otherwise, it will be self-defeating. First of all, insight into the potential needs of consumers is the premise of creating differentiation; In addition to the inherent consumption laws, the target consumer groups have more potential needs, which are often ignored by people. There is an old four-star hotel with ordinary facilities, and other services are far inferior to those of a four-star hotel, but it has one thing that all hotels in China have failed to do. The slippers that guests wear in the room are divided into two colors, one is white and the other is pink. In this way, guests will not wear wrong clothes, and one guest will not infect another guest with beriberi. Although this is a small change, he fully understands the potential needs of consumers and meets them. This leads us to think more, why not divide the towels, bath towels, nightdresses and teacups used by guests into two colors, so that guests can better distinguish them and realize differentiated services. Differentiated service is to discover and meet the potential needs of consumers more, thus reflecting the value of differentiated service. Second, taking consumers as the center is the basis of creating differentiation. Taking consumers as the center is how to make guests convenient, comfortable and safe, and most hotels have basically done it. However, one hotel has made a new breakthrough in details. It seems to be an international practice that all the guests in our hotel register standing in the lobby. However, this hotel changed its practice and asked guests to sit down and check in. Its registration desk is designed to let guests sit down and register. When the guests arrive at the waiter's station, please sit them down first, and then ask them to show their relevant certificates for registration, so that the guests can easily complete the registration work in a comfortable situation. From this small detail, I think this hotel has really achieved customer-centeredness. Although it is a small detail, many hotels have failed to do so, making differences in details. Third, fully understanding and respecting human nature is the key to creating differentiation. Marketing innovation must fully understand human nature and people's basic needs in different environments. We often find a family of three traveling, but it is difficult to stay at night. Let's open a big bed for lovers. The problem of children's accommodation cannot be solved. Let's get a double room! It is not good for three people to live together. Let's get a room for the children! The cost is too high, which bothers the guests to some extent; Can you do humanized marketing without increasing the cost of obtaining customers? Fourth, to create differentiation, we must start from small things and start from big things; On the premise of respecting consumers and combining our own resources, it is possible for others to have what they don't have and what others don't have, so as to achieve the goal of differentiation.