How to do well in hotel marketing and how to develop new customers?

first of all, do a good job in forecasting tourists. Only by forecasting can the hotel consider the next marketing steps, and the forecasting needs to start from many aspects:

1) Analysis of the tourist situation in the same period of last year. Marketers should subdivide and study the daily room rental situation of holidays in the same period last year, such as: the number of rooms rented per day, the number of individual rooms, the proportion of individual guests from the agreement, the proportion of individual guests from the reservation center, etc., so as to compare the previous data with the holiday booking situation this year. Because travel agencies often make reservations in advance, and the number of rooms in the team will be more determined when the holidays are closer, 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 watery reservations in order to control the rooms.

2) Pay attention to the weather forecast during holidays. Because the holiday tourists are mainly tourists, the consumption of tourists is leisure and self-funded, so if the weather is optimistic, some rooms can be set aside for sale to temporary door-to-door individuals; If the weather is not good, we should attract more teams to pave the way for the guest room. How to control and reserve 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 various media reports. Usually, a few days before holidays, major media, including the Internet, will scramble to get the latest information from related industries and hotels and make rolling reports.

5) get information through other channels. Marketers can get information from hotel sales colleagues, travel agencies and customers who are the main tourist sources of the hotel. In a word, hotels should try their best to make accurate predictions in order to make good preparations for the coming holiday.

prepare for price adjustment

according to the forecast, make different price strategies for various customers. The new price should be set in advance as far as possible in order to leave enough time to communicate with customers. During this period, marketers have a lot of work to be done, 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 the 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 always been loyal to the hotel safely, communicate with them and try to raise the price within the range that the agreement guests can bear; For the adjustment of reservation center, we can learn from the Internet, especially to investigate the price adjustment of similar hotels. Considering the affordability of customers and the hotel's own situation, hotels should look at the relationship with customers from a long-term perspective, and can't just do business with one hammer, because establishing a good reputation is the basis for developing future tourists, and we must never "rise with the tide" and arbitrarily raise prices because of the increase of holiday tourists.

reasonably plan the proportion of tourists

according to the investigation and forecast, reasonably allocate the proportion of tourists. If the forecast weather is not good, you can increase the reservation of the team, and if the forecast weather is good, you can reduce the reservation of the team. But it can't be a one-size-fits-all approach, unless the hotel has never dealt with travel agencies before. Hotels can reasonably control or screen different market segments through price increases. For long-term cooperative series teams, a certain proportion of rooms should be provided as far as possible.

make reasonable overbooking

hotels often encounter the situation of "No-show" caused by booking rooms. As the domestic credit system has not been completely improved, guests will not bear the economic responsibility for not fulfilling the reservation, which leads to some unpopular behaviors in the hotel. For example, guests may make multiple and multiple reservations for reasons such as price or uncertain number of tourists. This kind of behavior is more common among self-funded tourists who are more random. Through multiple reservations, they can get better prices and ensure that they can get a room immediately when they arrive at the hotel. However, No-show will cause hotel vacancies unless the guests can notify the hotel in advance to cancel the reservation. In order to avoid the loss caused by No-show, hotels can adopt the strategy of overbooking. By overbooking hotels, you can prevent the risk of a large number of unfulfilled reservations. However, if the hotel accepts too many overbooking, it has to bear the risk that there is no room to stay when the guests arrive at the hotel.

in order to reduce the risk of overbooking, hotels can get a reasonable percentage by comparing the data of No-show and cancellation in previous holidays. Therefore, it can not only minimize the loss caused by vacant rooms, but also minimize the loss caused by failure to make enough reservations. Therefore, it is not only the marketers who need to make strategies for forecasting and overbooking, but also need to communicate and train with the front-line staff of the front desk. If there really is a situation where a guest makes a reservation without a room, try to arrange a room of the same grade in a similar hotel in advance and send the guest there free of charge by hotel car.

Prepare the service in advance

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

because during holidays, the arrival time of tourists is usually in the daytime, and the check-out time of the previous day will be around 12: noon, so it is necessary to prepare enough service staff to clean and tidy up the room quickly. Through the forecast, other business places such as ticket booking, catering, entertainment and other services should also be prepared in advance.

further lock in customers

Although tourists are mobile guests, some of them often come to the hotel for the first time. As a marketer, we should try our best to lock in these guests, on the one hand, we 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 by the assistant manager in the lobby, place holiday greeting letters in the guest room, give small gifts, and place VIP card information forms 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 greeting letter and VIP card application form in the guest room of the executive building (VIP cards cannot be used during two national holidays), and issued more than 6 VIP cards. According to incomplete statistics, more than 3 VIP cards have been reused so far, which means that the hotel has locked more than 3 repeat customers through this method.

do a good job in the joint work of relevant parties

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

2) keep in touch with major online reservation centers and inform the hotel room status in time.

3) check with the guests booked every day to confirm whether the guests have arrived, the number of people who have arrived, the arrival time, etc.

4) contact the media stations 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, we can not only bring considerable benefits to the hotel, but also greatly improve customer satisfaction and loyalty.