How to do well in hotel marketing

Avoid subjectively judging the credibility of consumer units.

At present, among all hotel consumption groups, especially some mainland hotels, credit consumption accounts for a considerable proportion. When hotels measure the consumption credentials of units with bad debts, they will naturally decide whether they can deduct money according to the strength and credibility of the units to avoid bad debts, bad debts and dormant accounts. Over time, the old customers and well-known enterprises in this field are easy to master, but for similar new consumer customers, their credibility can't be determined only by enterprise attributes and existing strength, let alone just look at "public" without looking at "private", emphasizing "big" and ignoring "small". In the contact with customers, it is a positive and safe way to greet each other with a smile on the one hand, and to prevent the hotel's interests from being damaged with strong supervision measures on the other. If we can take measures such as concluding detailed contracts, shortening the closing time, and arranging special supervision, we can open the door to convenience and increase the number of customers. Once problems are found, it is not too late to cancel the qualification of suspense.

Second, the boss seldom comes.

Visiting customers in time is an effective means for hotel managers to enhance understanding, strengthen friendship and consolidate customers, which has been recognized by the majority of peers, but it is far from being implemented in practice. Some either have no time and forget to go; Some don't intend to go at all, so they let their men walk around; Some even marketing directors and managers rarely work behind closed doors. There may be several reasons: it's easier said than done, but it's harder to visit customers who are lower than yourself; Trapped in the hotel chores all day, doing everything by myself, too tired to care; Weak sense of responsibility or work without purpose; Generally, managers with these reasons only care about their own feelings and facts, but ignore the ideas of customers who depend on them for survival.

Three don't visit like lanterns.

When setting quantitative indicators for salespeople, sales managers should never measure the performance of salespeople by the number of visits. This seemingly scientific approach will have a negative impact. The relationship between salespeople and customers is just a working relationship. It is obviously unpopular for a customer to go to an appointment and be interrupted for work reasons, so there is a saying that he is obviously working in an office and lied that he is in a meeting. With more times, the sales staff realized the customers' antipathy, and hoped that there would always be good news such as discounts, discounts, gifts and free tickets. , will enliven the atmosphere, increase the content of the conversation, increase their own weight, but this is very limited. In addition to making visit plans for different customers, the marketing department should first consider multi-channel and multi-means to achieve its goals.

Four bogey planning is only a matter for the marketing department.

The number of people in the marketing department is limited no matter how professional they are; No matter how many ideas, they are powerless; Three heads are better than one, one is Zhuge Liang, and the participation of many people will help the event to be a complete success. They also set up part-time salesmen among the heads of various departments to fill the shortcomings of salesmen in customer information collection and relationship communication, and basically formed a three-dimensional network of external marketing, which is very practical.

Five bogeys promote sales separately.

At present, many hotels quantify the income of various operating departments, which effectively improves their enthusiasm. Both managers and employees try their best to increase their income. The starting point is understandable, but it often breeds some negative effects. The hotel has the style and taste of a hotel and cannot be destroyed by some vulgar methods. This requires the hotel management to take effective measures to avoid this fragmented promotion phenomenon in order to maintain the integrity of the hotel's external marketing.

Seven elements of hotel marketing:

First, we must make a good forecast of tourist sources.

Hotels can only consider the next marketing steps by forecasting, and forecasting needs to start from many aspects:

1) Analysis of tourist sources in the same period last year. Marketers should subdivide and study the daily room rental situation during the holidays in the same period last year, such as: the number of rooms rented per day, the number of single rooms, the proportion of individual customers agreed, and the proportion of individual customers in the reservation center. In order to compare the previous data with this year's holiday booking. Because travel agencies often book in advance, and the number of rooms in the team will be more certain when the holidays are near, marketers should check the reception of the team with the travel agency every once in a while to prevent the travel agency from making false or natural reservations in order to control the rooms.

2) Pay attention to the weather forecast during holidays. Because holiday tourists are mainly tourists, and tourists' consumption is leisure and at their own expense, if the weather is optimistic, some rooms can be set aside for sale to individuals who come to the door temporarily; If the weather is bad, we should attract more teams to pave the way for the guest room. How to control and book rooms depends on God's face.

3) Understand the booking situation of similar hotels in this city. By understanding the hotel reservations of competitors and different locations, we can estimate the prospect of renting our own hotel rooms.

4) Pay attention to media reports. Usually, a few days before holidays, major media, including the Internet, will scramble to get the latest information about related industries and hotels and make rolling reports. 5) Obtain information through other channels. Marketers can get information from hotel sales colleagues, travel agencies and customers who are the main customers of the hotel. In a word, hotels should try their best to make accurate predictions in order to prepare for the coming holiday.

Second, we must be prepared for price adjustment.

According to the forecast, make different price strategies for different customers. The new price should be determined in advance as far as possible, so as to leave enough time to communicate with customers. During this period, marketers have a lot of work to do, not only to inform customers by phone, fax and email, but also to remind customers to book in advance as far as possible from the perspective of caring for customers, so as to avoid temporary booking without rooms.

In price adjustment, the adjustment range of different customers can be different. It is necessary to raise the price of the agreement company guests who have been loyal to Ping An Hotel, communicate with them, and try to raise the price within the range that the agreement guests can bear; For the adjustment of reservation center, you can learn from the internet, especially to investigate the price adjustment of similar hotels. Considering the customer's tolerance and the hotel's own situation, the hotel should look at the relationship with customers from a long-term perspective, and can't just buy and sell with one hammer, because establishing a good reputation is the basis for developing future customers, and it must not "go with the flow" to raise prices arbitrarily because of the increase of holiday tourists.

Third, rationally plan the proportion of tourists.

According to the investigation and forecast, reasonably determine the proportion of tourists. If the weather is bad, you can increase the team's reservation, if the weather is good, you can reduce the team's reservation. But it can't be across the board, unless the hotel has never dealt with a travel agency before. Hotels can reasonably control or screen different market segments by raising prices. For long-term cooperative series teams, try to provide a certain proportion of rooms.

Fourth, we should oversubscribe reasonably.

Hotels often encounter the situation that booking rooms leads to "missing appointments". As the domestic credit system has not been completely improved, guests will not bear economic responsibility if they fail to fulfill their reservations, which leads to some unwelcome behaviors in hotels. For example, guests may make multiple and multiple reservations because of uncertain prices or the number of tourists. This kind of behavior is more common among casual self-funded tourists. By booking many times, they can get a better price and ensure that they can get a room immediately after they arrive at the hotel. However, non-appointment will result in a hotel vacancy unless the guest can notify the hotel in advance to cancel the reservation. In order to avoid the loss caused by non-appointment, hotels can adopt the strategy of overbooking. By overbooking the hotel, you can guard against the risk of a large number of unfulfilled reservations. However, if the hotel accepts too many over-reservations, it will bear the risk that guests will have no room to live in when they arrive at the hotel.

In order to reduce the risk of overbooking, hotels can get a reasonable percentage by comparing the data of non-check-in and cancellation of previous holidays. Therefore, it can not only minimize the loss caused by vacant rooms, but also minimize the loss caused by failure to book enough rooms. Therefore, not only marketers need to formulate strategies for forecasting and overbooking, but also need to communicate and train with front-line staff. If there is really no room for a guest to book, try to arrange a room of the same grade in a similar hotel in advance and send the guest free of charge by hotel car.

Fifth, we must prepare for the service in advance.

In the holiday season, all the manpower and facilities of the hotel may be overloaded, so the hotel must check the facilities and equipment in advance and arrange the personnel reasonably according to the forecast. Usually, you can cross-train employees and cultivate generalists, and you can also make an appointment for some students to take part-time jobs in tourism vocational schools to prepare enough manpower.

On holidays, the arrival time of tourists is usually during the day, while the check-out time of the previous day will be around noon 12: 00, so we must prepare enough service personnel to clean and tidy the room quickly. Through the forecast, other business premises such as booking, catering, entertainment and other services should also be prepared in advance.

Sixth, we should further lock in customers.

Although tourists are mobile guests, some of them often come to hotels for the first time. As a marketer, we should try our best to lock in these guests. On the one hand, they should leave a good impression on the guests through the hotel's full preparation and quality service. On the other hand, guests can visit guests in the lobby by the assistant manager, place holiday greetings, give small gifts and place VIP card information forms in the guest room, so as to realize the possibility of guests turning back in the future. For example, during the two long holidays of May Day and National Day last year, Zhejiang International Hotel placed a holiday congratulatory letter and a VIP card application form in the guest room of the executive building (VIP cards are not allowed during the two National Days), and distributed more than 600 VIP cards. According to incomplete statistics, more than 300 VIP cards have been reused so far, which means that the hotel has locked in more than 300 repeat customers in this way.

Seventh, we must do a good job in the joint work of all parties concerned.

1) Exchange information with peer hotels in time, check the hotel room status with each other, and send customers to each other.

2) Contact the major online reservation centers at any time and inform the hotel room status in time.

3) Check with the guests booked every day to confirm whether the guests are coming, the number of arrivals, the arrival time, etc.

4) Contact the media station regularly. For example, the traffic and tourism station in Hangzhou will regularly broadcast the free status of hotel rooms to the audience.

Through the marketing management in the above aspects, it can not only bring considerable benefits to the hotel, but also greatly improve customer satisfaction and loyalty.

In addition, we should also understand some problems existing in hotel marketing, and then find countermeasures to solve them; We should learn the language skills of hotel marketing to better promote the operation of enterprises.

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