Atour: Twelve service contacts.

In February, Chaos Academy invited Wang Haijun, the founder of Atour, to talk about "Atour: How to create differentiated advantages through misplaced competition? ",as a hotel practitioner, is also a customer who has traveled many times to stay in mid-range hotels such as Quanji and Atour. It is worth listening to twice in order to learn from some practices.

The core of the course content is:

1. Differentiation: products suitable for middle-class customers (background: rapid recovery after the 28 Olympic Games and the 28 financial crisis, middle class, consumption upgrade) between four-and five-star hotels and hotels and chain hotels

2. A blueprint of service contacts explored according to peak experience.

I found the contents related to Atour, and here I mainly take notes of 12 contacts.

The whole process from the first time a guest stays in Atour to his second stay in Atour summarizes twelve ports, that is, twelve nodes served by Atour.

1, reservation;

2, walk into the first side of the lobby; In order to enhance the experience of this contact, the requirements are: 1% tea, and when you arrive at Yaduo, you will be given a cup of tea first; Check-in in three minutes; Sometimes a "free upgrade" is made to surprise users.

3, the first sight to the room; The core demand of business travelers is a good sleep and a good bed experience, which is very important for business travelers. Atour would rather spend more money on beds, mattresses and pillows and choose better quality.

4. The first moment when I contacted you to provide service consultation to the hotel;

5, the moment of breakfast;

6, the moment when you need a place to stay when waiting for someone or waiting for a bus in a hotel;

7, the moment when you want to eat supper at noon or at night;

8, the moment you leave the store; Your terminal service staff in Atour will give you a bottle of mineral water, and if it is winter, a bottle of warm mineral water will be given.

9, the moment you comment after leaving the store;

1, the moment when I think of Atour for the second time;

11, you should promote and introduce that moment to your friends;

12, and the moment when you re-booked.

The twelve nodes of Atour are all different, and resource allocation and role work are based on these twelve nodes.

In terms of hardware, in line with middle-class consumption and rejuvenation, Atour chose luxury style 1 years ago (let's say more: mid-end hotels are doing more and more like it now). Atour didn't spend more money on marble and other places in the lobby, because no amount of money is as good as five-star hotels. Atour prefers to make a small space with temperature to experience. It will set up a library in the lobby, where you can read books, drink coffee and take books back to your room.

this is "it is better to be different than better".