How to do hotel online marketing

The characteristic of online marketing is that customers have strong initiative, so the brand image must be established before customers search for information or purchase goods online. With the rapid development of Internet technology and e-commerce in the 21st century, people's work and life have become inseparable from the Internet. The Internet has improved people's work efficiency and also improved people's quality of life. Below I have compiled relevant content for you on how to do hotel online marketing. I hope it can help you!

Hotel online marketing focuses on business, but aims at sales! The purpose is to create an Internet-based hotel online marketing environment, create good customer relationships and customer experience sharing, and arouse customers' desire and trust in hotels, products, and services.

1. Website strategy

Site promotion is to attract users to visit through the promotion of the hotel’s online marketing site, while establishing the hotel’s online brand image and laying a solid foundation for the hotel’s marketing goals. .

Seize good websites and strengthen website promotion: In cyberspace, website is the most important symbol of a hotel and has become a hotel resource. Internet marketing website promotion is to use Internet marketing strategies to expand the popularity of the site, attract online traffic to visit the website, and achieve the effect of publicizing and promoting the hotel and hotel products.

Carefully plan the website structure: The network structure design should be simple in structure and establish a more convenient path index to facilitate access. The structural model should be comprehensive in content and try to cover the amount of information that users generally need.

Increase efforts to maintain the website: Hotel website maintenance is very important, such as updating product catalogs, prices and other information with strong trial marketability online in a timely manner, so as to better grasp the market conditions. The maintenance of the website can also reflect the hotel's marketing personality and strategy, and ultimately provide customers with more satisfactory services.

Search engine registration: According to surveys, netizens mainly use search engines to find new websites. Therefore, it is very necessary to register with a well-known search engine, and registration with a search engine is generally Free.

Establishing links: Establishing links with different sites can shorten the distance between web pages and increase the probability of the site being visited.

Sending emails: The cost of sending emails is very low, and many websites use emails to promote their sites.

2. Product strategy

In online marketing, domain names are the only signs for consumers to identify products and hotels. Enterprises must do a good job in the development and protection of domain names.

The domain name should be concise, international, and consistent with the name of the hotel or product, so that consumers can identify it smoothly and accurately.

In addition, hotels should also adopt multiple domain name registration methods to protect themselves to avoid unnecessary losses. The hotel domain name should be promoted in various aspects to establish the domain name brand image and enhance competitiveness.

3. Price strategy

Low pricing strategy. Selling via the Internet is cheaper than traditional sales channels, so online sales prices are generally lower than popular market prices. Adopting a low-price pricing strategy means that the price must be lower than that of similar products when the price is announced. This strategy is to expand publicity, increase market share and occupy the new market of the Internet market.

Personalized interesting pricing strategy. This strategy is a strategy that uses the interactive characteristics of the Internet to determine the price of goods according to the specific requirements of consumers.

Cumulative pricing strategy. To encourage consumers to increase bookings, quantity discount strategies can be adopted; or to encourage consumers to purchase during off-season, seasonal discount strategies can also be adopted.

4. Promotion strategy

Online discount promotion. Discounts, also known as discounts and discounts, are currently the most commonly used promotion method online.

Disguised discount promotion online. Disguised discount promotion refers to improving the quality and quantity of products or services without raising the price or slightly increasing the price, greatly increasing the added value of the product or service, and making consumers feel that they are worth their money.

Online gift promotion. Gift promotions are not widely used online at present. Generally speaking, gift promotions can achieve better promotional effects when launching trials of new products, product updates, competing against competing brands, and opening up new markets.

Points promotion. The application of points promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online points activities are easy to implement through programming and databases, and the results are highly reliable and relatively simple to operate. Points promotions generally set higher-value prizes, and consumers can earn more points by making multiple purchases or participating in an event multiple times.

5. Customer service strategy

Marketing has evolved from the original transaction marketing to relationship marketing, and the marketing goal has changed to maintaining the relationship with customers while completing transactions. Provide customers with comprehensive services.

According to the stage of relationship between customers and the hotel, it can be divided into three stages: pre-sales, during-sales and post-sales.

Online pre-sales service: There are two main ways for hotels to provide pre-sales services. One is to promote and introduce product information through their own websites. This method requires that the hotel's website must have a certain degree of popularity, otherwise It is difficult to attract customers' attention; another way is to provide product information through online virtual markets. Hotels can post product information ads on it for free.

Online sales service: Online sales service mainly refers to services in the sales process. This type of service means that the purchase and sale relationship of the product has been determined, and the guest's progress throughout the entire check-in process means that the guest's problems and needs after check-in are met and the crisis is handled.

Online after-sales service: There are two types of online after-sales service. One is basic online product support and technical services; the other is value-added services provided by the hotel to meet the additional needs of customers.

1. Internet marketing is an inevitable choice for hotel marketing

1. Capture customer information. Achieve satisfactory service

As a hotel. Customer satisfaction is the goal of hotel service. Therefore, it is necessary to know when, where and what kind of service the customer needs. The hotel provides reservations through the Internet and interactive information services on the Internet. Understand the specific needs of customers and strive to provide guests with the services they need. The method of online booking can not only attract online customer resources. And it is conducive to computer management of network customer resources. To provide personalized and humanized services. Enable the hotel to capture more potential customer resources. Win development opportunities.

2. Improve hotel competitiveness and establish hotel brand

Information is an important strategic resource for hotel operations. Hotel via internet. Have more customer information in business competition. In order to have more markets. Branding is very important in online marketing. A hotel with a brand will convey the unique service concept of this brand to guests. This is an essential management content for achieving the best results in online marketing. It is also needed to establish a good online image of the hotel. E-commerce is the best business tool for hotels. It can sell rooms worldwide through online booking. Achieve off-site sales. Online booking has greatly expanded the hotel's customer source channels and established the hotel's image.

2. Characteristics and forms of Internet marketing

The characteristic of Internet marketing is that customers have strong initiative, so the brand must be established before customers search for information or purchase goods online. image. In this way, it is possible for customers to actively search for information on the hotel's website, and the hotel can effectively deliver product information to customers.

1. Online booking

Online booking will greatly improve the efficiency of order receiving. Reduce processing time and the possibility of errors. Through electronic means, orders are quickly transferred to the corresponding order processing point. This will save time and money while giving marketers more time to work on sales.

Hotels can also send advertising messages directly to potential customers via email.

The biggest advantage of online advertising is interactivity, low cost, fast and convenient, and it is easy for hotels and customers to establish one-to-one marketing relationships, just as people can only interact with each other through mutual exchanges and communication In order to enhance mutual relationships, the interactive method enables advertising to communicate and communicate from the customer's perspective, which greatly increases the target audience's welcome and acceptance of advertising.

3. Implementation process of hotel online marketing

1. Market positioning of hotel online marketing

Online marketing has the characteristics of two-way nature. That is, hoteliers must understand various situations of online customers. At the same time, you must also understand whether your products are suitable for online customers. The hotel can first use its own website window to understand the situation of the customer group and understand the needs of the customers. Such as obtaining customer demand information through the Internet. From this, you can determine which of your guest room products will be sold online, determine your online market goals, and designate the direction for online marketing.

2. The main objects of hotel online marketing

The Internet marketing objects are proposed for customer groups that may make purchases in the online virtual market. According to the hotel's own product characteristics, determine the main marketing targets. Attract these groups to visit through website content production. For hotels. The customer groups are roughly young people, business guests, leisure vacation guests, etc. When determining the main target of Internet marketing. It is also necessary to understand and pay attention to the group distribution of network users. That is, by focusing on customer groups on the Internet and combining their own product features. Finally determine the main target groups of online marketing.

3. Overall planning of hotel online marketing

The goal of online marketing is to promote the hotel and increase its popularity. Form a certain customer base and be able to book hotel rooms through the Internet in the near future. This goal is achieved by designing specific information content. A customer's desire to book a hotel room is a complex and multi-stage process, and marketing content should be determined based on the customer's decision-making stage of booking and the different stages of the hotel product cycle. A customer's online reservation for a hotel goes through the understanding stage, trial stage and usage stage. Hotel operators must pay attention to the marketing content at each stage and carefully cultivate the online customer base. Make the hotel's online reservations successfully pass through the incubation and growth stages, and enter the maturity stage of a virtuous cycle.

4. Product mix of hotel online marketing

Online marketing must also enhance marketing efforts through product mix. Enhance the hotel's visibility online. General online marketing activities mainly include online advertising and hotel websites. Online advertisements and hotel websites mainly serve the functions of publicity, reminder, and information collection. Hotels can use multimedia network combination products for online marketing. These two methods are used in cross-combination according to the business situation and the development of online booking. Maximize online promotion results. When it's time to attack, launch it through online advertising to stabilize the online customer base; similarly, carefully craft the information content of the website to firmly attract potential customer groups. Establish a good hotel image on the Internet.

5. Marketing channels for hotel online marketing

Hotels must achieve success through online marketing. Scientific management of marketing channels is very important. Hotels must not only establish their own independent reservation systems and hotel websites, but also seek and adopt more channels for online reservations and marketing. With the Internet economy booming again, more and more online promotion resources have emerged, providing more opportunities for potential customers' business information. These valuable online promotion resources have expanded online marketing information transmission channels. Increases the chances of hotel online marketing success. In order to establish a good brand image on the Internet, hotels. Information communication and coordination between marketing channels must be ongoing. Ensure the consistency, continuity and unity of the hotel's online marketing. This is an essential management content to ensure the best results of online marketing. This is also what the hotel’s online image needs.

4. Development trends of hotel online marketing

1. In-depth development of blogs, WeChat, website marketing and video advertising

In the past few years, blog marketing has Has achieved rapid development. However, due to the limitations of Weibo, hotel blog marketing may be lower than WeChat marketing in the next few years. WeChat and websites will become mainstream online marketing methods. Weibo marketing has become an integral part of the hotel's online marketing and marketing strategy. The hotel's WeChat network will lead online marketing into the era of all-employee marketing. Video online advertising will become a new competitive hotspot. Website videos can comprehensively display the overall image of the hotel and guest room facilities. Attract more customers to come and enjoy it through vivid advertising. In the near future, a large number of video websites will develop explosively.

2. Standardize website optimization strategies

Hotel website optimization has become an inevitable requirement for online marketing business strategies. If the basic idea of ??website optimization is not reflected in the website construction. In an Internet marketing environment where the level of Internet marketing is generally improving, it is difficult to gain a competitive advantage. The standardized website optimization ideas advocated by New Competitiveness Internet Marketing Management Teachers are recognized by more and more hotels, that is, website optimization is not just for search engine optimization rankings. The improvement of search engine rankings is only one aspect that reflects the inevitable result of website optimization. The basic idea of ????new competitiveness network marketing management website optimization is: through the reasonable design of website functions, website structure, web page layout, website content and other elements. Provide convenience for customers to obtain information. That is, through the website, valuable online marketing information can be better delivered to users, and the maximum online marketing value of the website can be exerted. The network allows the hotel to establish an honest management mechanism and a higher communication platform, expand its popularity, open up new markets, and promote marketing. Internet marketing will not only be regular content such as website construction and website promotion, but the focus of Internet marketing will not only be the increase in visits and short-term benefits. It is an overall strategy related to hotel marketing competitiveness. With the rapid expansion of Internet users, Internet marketing has become the current trend of hotel management and development. It represents the inevitable direction for the hotel industry to survive and develop in the information age. Internet marketing is not a simple continuation of marketing. Hoteliers must have a strategic vision when conducting online marketing. Develop an online marketing plan in a planned and step-by-step manner.

3. Integrate resources for online marketing

Hotel online marketing not only promotes its own products through media on its own website, but can also collaborate with other businesses to promote products and use new media When conducting online sales, what the individual earns is turnover, and what the platform earns is the profit point of the hotel.

Expansion: Analysis of the Current Situation of my country’s Hotel Industry Management

(1) Characteristics of the Development of the Hotel Industry

1. Product functions are continuously improved. After years of development, my country's hotel industry has been subdivided from general hotels into business hotels, tourist hotels, resort hotels, conference hotels, economy hotels, theme hotels and general hotels, etc., to continuously meet diversified market requirements. The pace of hotel groupization is accelerating. Currently, there are more than 100 hotel groups and nearly 1,000 chain hotels in my country. Hotel joint reorganizations continue to advance, franchising begins to emerge, international hotel groups advance from the high-end market to the mid- and low-income markets, and the pace of internationalization of the domestic market accelerates.

2. Outstanding personalized service. Modern technology, represented by electronic information technology and chain operations, has accelerated its entry into my country's hotel industry, providing guests with new services on the global information highway, such as artificial intelligence's automatic adjustment of technology temperature and light, broadband Internet access and guest room TVs in guest rooms The function of receiving satellite network signals, remote network reservations, etc. makes the development of the hotel industry increasingly dependent on technological progress.

3. Budget hotels will become the main players in the market. In the accommodation industry, budget hotels have the greatest room for future development. Budget hotels are in line with the development trends of the international hotel industry, the reality of China's hotel market segments, the needs of domestic tourists and are not sensitive to major events and changes in economic factors. China's accommodation industry will shift from star-rated hotels to a new era of economic hotel development.

4. Green, environmental protection, energy saving, safety and health will become the new fashion of development. Green, environmental protection, energy saving, safety and health are the new directions for the development of international hotels and the new trends in the development of the hotel industry in the 21st century. Following these trends, actively creating green hotels and promoting China's hotel industry to enter a "green leaf" era with the theme of "safety, health, environmental protection, and energy conservation" will enable the national hotel industry to implement the Scientific Outlook on Development, comprehensively build a well-off society, and improve people's well-off society. Quality of life is an inevitable choice for sustainable development.

(2) Main problems existing in hotel management in my country

1. The overall distribution and construction of hotels is unbalanced. Uneven development: From the overall scale, this difference is basically consistent with the situation of reform and opening up, and is compatible with local economic development, especially the local tourism economic development situation. Multiple systems coexist and develop: my country's hotel system has various forms, with state-owned hotels as the main body, supplemented by other management systems such as collective, individual, joint venture, and cooperation. The customer source structure has undergone great changes: now the distribution of hotel customers is generally 15%-20% resident businessmen in large hotels or city center hotels. Currently, the construction of apartments and office buildings in many cities is booming, and a large number of resident chambers of commerce will move out of hotels, which will reduce the hotel's customer base to a certain extent. Judging from the macro-operating situation of the hotel industry, it has maintained an upward trend every year in recent years. my country's hotel industry is in a stage of rapid growth and benefit-oriented growth.

2. Lack of branding strategy. The basic condition for hotel chain operation is to have a high-profile brand. When formulating the overall corporate development strategy, many successful hotels in the world regard publicity and expanding the brand's competitiveness in the world market as the core of their operations. However, my country's hotel companies The vast majority lack a brand strategy, which may be related to the short development history of my country's hotel industry.

3. Lack of hotel management talents. The reasons for the lack of talents in hotel management companies can be summed up in three aspects: the backwardness of hotel management education, limited teaching conditions and teachers, and the disconnect between theory and time; in order to save costs, general companies only poach talents from other companies, resulting in the entire industry The overall quality of the staff is not high and the brain drain is serious, which has greatly hindered the improvement of hotel management levels. At present, the public does not know enough about hotel management work. In addition to talents majoring in hotel management, many college graduates are not willing to To find employment in hotels, this also limits the improvement of hotel management technology to a certain extent.

4. Lack of mature management model. In China, although some hotel companies also have rich management experience, they often do not form a systematic and mature management model. Many companies do not take into account the actual situation and development characteristics of their own company when they learn from the experience of other companies or obtain management technology from hotel management companies.

5. Operations are decentralized and management techniques and concepts are backward. At present, most hotels in our country operate on a small scale, with large regional differences and unbalanced development. They cannot adapt to and keep up with the development trend of hotels in the world, and there is still a big gap with international successful hotels. The development trend of my country's hotel industry

(1) Groups and branding

In the increasingly internationalized hotel industry, groupization has become an inevitable trend in hotel management at home and abroad. In line with the trend, China needs tourist hotel enterprise groups that can participate in international competition. Otherwise, it will seriously hinder our process of becoming a tourism power. Brand is the soul of the management and development of the hotel industry at home and abroad, and it is also the key to the sustainable development of domestic tourism hotel companies in the new century.

(2) Ecologicalization

At present, the ecologicalization of hotel management at home and abroad is mainly reflected in the following aspects: focusing on the creation of environmental ecology, including the location selection of tourist hotels and the design of service projects , functional ecological layout, etc.; strengthen awareness of green ecological environmental protection, such as energy saving and consumption reduction; waste treatment, disposable supplies transformation, etc.

(3) Intelligentization

Hotels should cultivate their own high-tech talents and use the current fast Internet system to provide guests with high-quality services, so that guests can complete everything from booking to checkout. One step to achieve full computer system management and service. The intelligence of the hotel should reflect the aspects of speed, convenience, information and communication, etc., so that guests can enjoy the high-quality hotel services while feeling the value-added enjoyment brought by the hotel's intelligence.

(4) Adhere to people-oriented

The development of hotels cannot be separated from talents with professional knowledge. In the future, the development and management philosophy of hotels should change from the previous "customers first, customers are God" Become "customers first, employees first" and "without satisfied employees, there will be no satisfied customers", so that employees can have a sense of belonging when working in the hotel, ensure employee welfare, instill the hotel's business and service concepts, and fully tap employees potential, while employees realize their own life value, they can make greater contributions to the hotel.

(5) Personalization of services

In this new era of rapid economic development, specialty products must be matched with personalized sales services in order to stand firm in the market competition and be competitive. Strength, hotel employees should provide targeted and personalized services to guests while standardizing services. Personalized services mean that on the basis of standardized services, they should meet the needs of guests to the maximum extent based on the differences in guest personalities.

Countermeasures to improve hotel industry management

Strengthen personnel training and solve talent problems. Introduce a competition mechanism and establish a scientific evaluation system to maximize the discovery and stimulation of talents. The shortage of talents is the biggest obstacle restricting the development of budget hotels. Talent training system is an important aspect that future budget hotels must pay attention to. Another point is to further improve the salary, benefits and assessment system. In the past, personnel management systems were developed based on the characteristics of star-rated hotels. Under the management framework of economy hotels, how to do a good job in personnel incentives and assessment management is a new problem facing operators. This problem will continue to grow over time. With the rapid development of budget hotels, it has become increasingly prominent.

Comprehensive macro-control. First of all, effective monitoring should be carried out in accordance with the hotel enterprise development policy of "strengthening planning, controlling total volume, improving structure, rational layout, and improving quality" to gradually achieve the control goals of the hotel industry's reception capacity and the balanced development of the source market.

Hotel companies operate on a large scale. "Group management" of hotel companies is the secret weapon for the success of large multinational hotel groups. While hotels are developing and expanding, they should pay attention to cooperation between hotels and establish competitive hotel enterprise groups.

Pay attention to consumers’ individual and emotional needs. The modern hotel industry must be based on consumers' psychological characteristics, lifestyles, life attitudes and behavior patterns to design and sell hotel products that closely match people's spiritual needs, so that hotel products and services can arouse consumers' enthusiasm. .

Hotel product development highlights customer participation and interactivity. To achieve sustainable development of talents, the overall policy is to introduce foreign talents and establish a correct training mechanism. The specific operations are: introducing foreign talents, establishing a complete salary and welfare mechanism, especially first improving the remuneration of outstanding store managers, so that more domestic and foreign talents, such as hotel management talents and outstanding university graduates, can know and understand the hotel, and attract them to the hotel. Hotel management. Because these talents have high cultural quality, have received higher education, have a strong ability to accept new things, and have certain summary and innovation abilities, they can play a greater role in the reform and development of the hotel. Establish the right training mechanisms. Cooperate with well-known hotel management schools at home and abroad, introduce experienced managers and training mechanisms, establish specialized and unified training institutions, conduct different trainings for employees at different levels and levels, and gradually improve to achieve the purpose of unified progress.

Develop green hotel products.

As hotel consumers pursue green products and increase their awareness of environmental protection, product development in the hotel industry should consider coordination with society and the human environment, and develop products that are beneficial to the sustainable development of nature and society as well as the health of hotel consumers themselves. Highlight the green cultural connotation of hotel products and pursue an always green hotel experience.