Help for a hotel plan

Hotel marketing is a discipline that studies how hotels identify, analyze, evaluate, select and utilize market opportunities in fierce competition and changing market environments, how to develop marketable products, and explore hotel production and sales. The best form and most reasonable way is to obtain the maximum economic benefits with the minimum labor expenditure. A boss's business awareness directly or indirectly determines the future development of a hotel.

The 15th day of the eighth lunar month is the traditional Mid-Autumn Festival in my country, and it is also the second largest traditional festival in my country after the Spring Festival. August 15th is right in the middle of autumn, so it is called the Mid-Autumn Festival. The ancient Chinese calendar called August, which is in the middle of autumn, "Zhongqiu", so the Mid-Autumn Festival is also called "Zhongqiu Festival". The Mid-Autumn Festival is coming. Based on the actual situation of the hotel and traditional Chinese national customs, in order to better carry out hotel sales and service work and achieve both economic and social benefits, this plan is specially formulated.

1. Target market analysis

The customers of this hotel are mainly middle- and upper-class people and government agency staff, but many of them are spending private money, which requires the hotel to improve its quality. must take into account the personal interests of those consumers with private funds.

2. Pricing strategy

1. The meals can basically maintain the original pricing, but the prices of some meals related to the Mid-Autumn Festival should be considered, and discounts can be used (it is recommended to use this method) or directly reduce the price.

2. For high-priced meals, it is recommended to use a combination of quantity reduction and price reduction.

3. The price of the Mid-Autumn Festival set meal (explained below) should not be too high, and the per capita consumption should be controlled at 20-30 yuan (excluding alcohol).

4. The prices of other drinks and other services can be flexibly changed according to the actual situation of the hotel, reaching the lowest price before and after the Mid-Autumn Festival (but it must be set based on the hotel's net profit).

3. Marketing Strategy

1. Make special packages for the Mid-Autumn Festival, which can be divided into affordable, medium and high-end according to the actual situation, including meals for two people, meals for three people, etc. The type and theme should reflect family reunion, and mooncakes can be given as gifts (the price does not need to be too high).

2. If the birthday of one person in the family is August 15th, you can enjoy a 50-40% discount on dining at the hotel with valid documents (household registration book and ID card) (depending on the actual situation of the hotel) decision). It is recommended to recommend the Mid-Autumn Festival package to them.

3. If your mobile phone or landline phone number ends in 815 (within Linfen area), you can enjoy a 50-40% discount on dining in the hotel with valid documents (household registration book and ID card) (depending on the hotel actual decision) offers. It is recommended to recommend the Mid-Autumn Festival package to them. It would be best for the hotel to contact these people directly.

4. Since our hotel does not have accommodation services for the time being, we can work together with other large hotels that focus on accommodation to introduce customers to each other. This can increase the customer base and reduce some related expenses. Special cars can be used to pick up and drop off these customers, and it is also recommended to recommend Mid-Autumn Festival packages to them.

5. Give some small gifts related to the Mid-Autumn Festival after the meal (the name, phone number, address, and website of the hotel should be printed on them).

6. The event will be held from August 10th to 20th of the lunar calendar.

IV. Promotion Strategy

1. Place outdoor advertisements near the entrance of the hotel, train stations, and bus stations (outdoor advertisements mainly use inkjet printing and a combination of banners).

2. Combination of TV, street banners and newspaper advertisements.

3. You can try mobile phone text message advertising. The focus of mass messaging is the old customers of the hotel. Be careful to use appropriate language and mainly introduce the latest activities of the hotel.

4. Make a pop-up box advertisement or a relatively large FLASH animation advertisement or banner on the __ website () __ (). The processing of web animations and images must be consistent with the marketing content.

5. Flyers can also be used for advertising, but the quality of the flyers must be high.

Note: You can choose several of the above advertisements at the same time. The focus of promotion is in the urban area, and it can also be promoted to surrounding counties and cities. The advertising audience must be at least 150,000 people.

5. Other related strategies

Security must ensure the safety of the hotel; adopt some incentive policies for waiters and related staff to mobilize their enthusiasm for work (this can be detailed later) content); play some high-grade music in the hall; the food must be served quickly; the decoration of the hall does not need to be too luxurious, but it must be beautiful and generous, showing the flavor of the Mid-Autumn Festival.

6. Effect prediction

If the promotion and related services are in place, the income will be at least 1.5 times the usual income.

7. Other suggestions

1. Equip a computer in the service hall to save some key customer information at any time.

2. Under the condition of obtaining the customer's consent, enter the customer's information into the database (the key is the customer's name and mobile phone number) to serve future promotions (this content can be refined in the future).

3. Complete the hotel’s website as soon as possible. The website must be made by professionals. The domain name must be simple and easy to remember. The design of the web page must reflect the characteristics of the hotel. The colors should be mainly warm. , it is best to have a large FLASH animation on the homepage, as well as a news release system, online marketing system, customer message board, customer forum, employee entertainment and other aspects. Enhance the hotel's visibility through online marketing (the biggest advantage is a large audience and low cost).

Marketing plan for a five-star hotel

Based on the current hotel situation, first establish the idea of ??"taking the market as the guide and sales as the leader"; in order to better carry out sales work, Develop marketing plans and marketing plans, and implement them step by step at work.

Chapter 1 Target and Task

1. Guest room target and task: 10,000 yuan/year.

2. Catering goals and tasks: 10,000 yuan/year.

3. Starting and ending time: from a certain month of a certain year to a certain month of a certain year.

Chapter 2 Situation Analysis

1. Market Situation

1. In 2001, there were more than 10,000 hotel rooms in the city, and it is expected that there will be 1 to 2 more rooms this year. Hotels opened one after another.

2. The competition situation will be quite fierce, the phenomenon of "more monks and less rice" will not be significantly improved, and price-cutting competition will continue.

3. This year, the hotels competing with our hotel in the group market are:

4. The hotels competing with our hotel in the individual travel market are:

5. Forecast: new hotels Competition among teams that have opened successively has become more intense; the individual traveler market remains balanced; and the conference market has great potential.

2. Competitive advantages and disadvantages

1. The three-star hotel has a good location.

2. The old Samsung hotel is well-known and has a full range of guest rooms.

3. Complete catering and conference facilities.

4. Surrounded by high-star hotels, although the facilities and equipment have been renovated, there is still a gap compared with surrounding hotels.

Chapter 3 Market Positioning

As a mid-range tourist and business hotel in the city, we will give full play to the hotel’s geographical advantages, catering and conference facilities, and target mid-level consumer groups: (1) Domestic standards team. (2) Overseas travel teams. (3) Mid-range business travelers. (4) Various types of meetings.

1. The customer source market is divided into:

(1) Team ------- travel agencies in the province and travel agencies outside the island (Beijing, Shanghai, Guangdong, Southeast Asia, Japan, Korea, etc.)

(2) Individual tourists-------First, business companies in Haikou and surrounding areas, and then outside the island in big cities such as Beijing, Shanghai, and Guangzhou.

(3) Meeting------Government functional departments, enterprises in Qiong, institutions and business companies inside and outside the island

2. Division of sales seasons

1. Peak season: January, February, March, April, May, October, November and December (including Golden Week months: October, February, May, three months)

2. Normal season Season: July and August

3. Off-season: June and September

3. Travel agency classification

1. Divided into A, B, Category C

Category a: Provincial China Travel Service, Neptune, Feng Travel, Folk, Shanhai International Travel Service, Jintu Travel Agency, Shida International Travel Service, Yangfan, Shanhai, Hong Kong and Macao International Travel Service, Sightseeing, Leisure, Aviation Holidays, Nanshan Jinjiang, Jinyefeng, HNA Business, etc.

Category b: China Travel Agency, Provincial Employment Travel Service, Municipal Employment Travel Service, Tianzhiya, Yannanfei, Air China, Spring and Autumn, Oriental Holidays, Tianma International Travel Service, Shenzhou, Pearl International Travel Service, Huaneng Travel Agency, etc.

Category c: Others.

* Develop different travel agency group prices according to different categories

(1) Stabilize category A customers and gradually increase category A prices.

(2) Vigorously develop category B and category C customers and expand the proportion of category B and category C.

2. Overseas group travel agencies:

(1) Hong Kong market: China Travel Service Hong Kong, China Airlines Holidays, Comfort Holidays, Key Travel.

Ground pick-up agency: Hong Kong and Macau International Travel Service, Sea Kingdom Travel, Shanhai International Travel Service

(2) Malaysian Southeast Asian market

Ground pick-up agency: Tianma International

(3) Singapore: Shanhai International Travel Service

(4) Korean market----tropical romantic vacation trip

Ground pick-up agency: Jingrun International Travel Service

3. Determine key travel agencies for cooperation:

Provincial China Travel Service, Shida, Oriental Holidays, Shenzhou, Yangfan, Provincial Vocational and Technical College, Huaneng, Shanhai, Hong Kong and Macao International Travel Service, Neptune, Pearl, Tourism, Leisure, aviation holiday, Nanshan Jinjiang, Fengzhengzheng, golden coconut wind, folk, HNA business, Air China style, etc.

Chapter 4 Marketing Strategies in Different Seasons

In this chapter, different prices, monthly and daily group and individual customer ratios are formulated according to different months of the off-peak and peak seasons, and each golden week, and are open every day Income, monthly tasks completed and work priorities for each month.

1. Peak season: January, February, March, April, May, October, November and December

★ January 2002 (31 days), March (31 days), April (30 days), November 2001 (30 days), December (31 days):

A. Daily group to individual reservation ratio: 6:4,

B. House price: group price: 110 yuan/room, average individual price: 180 yuan/room

C. Average monthly room opening rate: 90 or 161 rooms/day

D. Daily income: Team: 9,666 yuan, individual passengers: 10,948 yuan

E. Total income in five months (153 days): 3,153,942 yuan, monthly average: 630,788 yuan

F. Work focus for each month:

January 2002:

1. Strengthen market research on the Spring Festival, formulate Spring Festival promotion plans and Spring Festival group and individual bookings.

2. Strengthen conference promotions. 3. Strengthen business promotion and agreement signing.

4. Strengthen wedding banquet promotions.

March 2002:

1. Strengthen conference affairs and business guest promotions.

2. Strengthen wedding banquet promotions.

3. "May Day" Golden Week----Guest room sales promotion and reception plan will be completed in mid-to-late March.

April 2002:

1. Strengthen conference affairs and business guest promotions.

2. Strengthen wedding banquet promotions.

3. Strengthen market research on May Day, formulate May Day promotion plans and May Day group and individual bookings.

4. Formulate a "Mother's Day" activity plan and promote it; Mother's Day------ conduct meal and room combination sales with the theme of "Dedicated to Mother's Love".

(Second Sunday in May)

November and December 2001:

1. Strengthen market research on the Spring Festival.

2. Strengthen conference promotions.

3. Strengthen business promotion and agreement signing.

4. Strengthen wedding banquet promotions.

The Golden Week months: October, February, May, three months

Each golden week and monthly income:

*October 2001 (31 days ):

A "National Day" Golden Week: all seven days

1) 2, 3, 4, and 5 days, team: individual travelers = 6:4,

House price: group: 160 yuan/room, individual: 280 yuan/room

Room occupancy rate: 95 or 170 rooms/day

Daily income: group: 16,320 yuan, Individual: 19040 yuan

2) On the 1st and 6th, group: individual = 7:3, house price: group: 120 yuan/room, individual: 220 yuan/room

Room opening rate : 90 i.e. 161 rooms/day

Daily income: group: 13524 yuan, individual: 10626 yuan

3) 7 days, group: individual =7:3

House price: Group: 100 yuan/room (including two breakfasts), individual: 160 yuan/room

Room occupancy rate: 80 or 143 rooms/day

Daily income : Group: 10,010 yuan, individual: 6,864 yuan

4) Golden Week income: 206,700 yuan

B Income on the remaining 24 days of the month: 494,736 yuan,

Reservation ratio: group: individual=6:4

Room price: group price: 100 yuan/room, average individual price: 170 yuan/room

Room occupancy rate: 90 or 161 rooms /Day

Daily income: group: 9666 yuan, individual: 10948 yuan

C. Total income this month: 701,436 yuan

D. This month Work focus:

1. Strengthen conference promotion.

2. Strengthen wedding banquet promotions.

3. Strengthen business promotion and agreement signing.

4. Develop a Christmas promotion plan with the catering department. Christmas----Christmas dinner. In early October, the catering department and sales department completed the production of Christmas menus,

advertising promotions, lottery game design plans and environmental layout plans, and all work was gradually carried out.

5. Spring Festival----Guest room, family banquet or New Year's Eve dinner------Lantern Festival----Valentine's Day

(1) The catering department will complete the production plan in late October.

(2) The sales department and catering department will complete the advertising promotion plan and environmental layout plan in late October. Since the Spring Festival, Lantern Festival, and Valentine's Day are close in time, they can be integrated.

*February 2002 (only 28 days in this month):

A Spring Festival Golden Week: all seven days

1) 2, 3, 4, 5 Day, group: individual = 5:5

House price: group: 180 yuan/room, individual: 280 yuan/room

Room occupancy rate: 98 or 175 rooms/day

Daily income: group: 15,750 yuan, individual: 24,500 yuan

2) 1st and 6th, group: individual=6:4,

House price: group: 150 yuan/room, individual: 220 yuan/room

Room occupancy rate: 92 or 165 rooms/day

Daily income: group: 14,850 yuan, individual: 14,520 yuan

3) On the 7th, group: individual = 7:3

4) Price: group: 100 yuan/room (including two breakfasts), individual: 160 yuan/room

Room occupancy rate: 80 or 143 rooms/day

Daily income: group: 10,010 yuan, individual: 6,864 yuan

4) Golden Week income: 236,614 yuan

B Daily income for the remainder of the month: 432,894 yuan (21 days),

Booking ratio: group: individual = 6:4,

Room price: group price: 100 yuan / room, average price for individual rooms: 170 yuan / room

Room occupancy rate: 90 or 161 rooms/day

Daily income: group: 9666 yuan, individual: 10948 yuan

C. Total income this month: 669,508 yuan

D. Work focus this month:

1. Strengthen conference promotions.

2. Strengthen wedding banquet promotions.

3. Strengthen the promotion of the "March 8th Festival" activities.

*May 2002 (31 days)

A May Day Golden Week, all seven days

igt; 2, 3, 4, 5 days, group : Individual = 6:4,

House price: Group: 150 yuan/room, individual: 260 yuan/room

Room occupancy rate: 90, that is, 161 rooms/day

Daily income: Group: 14490 yuan, individual: 16744 yuan

ⅱgt; 1st and 6th, group: individual=7:3, room price: group: 120 yuan/room, individual: 220 yuan /room

Room occupancy rate: 90 or 161 rooms/day

Daily income: group: 13,524 yuan, individual: 10,626 yuan

ⅲgt; 7th, Group: individual = 7:3

Rate: Group: 110 yuan/room (including two breakfasts), individual: 160 yuan/room

Room occupancy rate: 80 or 143 rooms/day

Daily income: group: 11,011 yuan, individual: 6,864 yuan

ivgt; Golden Week income: 191,111 yuan

B 24-day income for the remaining days of the month : 494,736 yuan,

Reservation ratio: group: individual = 6:4, house price: group price: 100 yuan/room, individual individual price: 170 yuan/room

Housing rate : 90 means 161 rooms/day

Daily income: Group: 9,666 yuan, individual: 10,948 yuan

C. Total income this month: 685,847 yuan

Meal and entertainment package sales. Formulate Father's Day ------- conduct meal and room combination sales with the theme of "Fathers also need care". (The third Sunday in June)

2. Strengthen the promotion of "June 1" Children's Day and Father's Day activities.

3. Strengthen business promotions.

2. Shoulder season: July and August

*A. July 2002 (31 days), August 2001 (31 days):

Reservation ratio: group: individual = 7:3

Room price: group price: 90 yuan/room, average individual price: 160 yuan/room

Room occupancy rate: 85 or 152 rooms /Day

Daily income: Group: 9576 yuan, individual: 7296 yuan

Two-month total income (62 days): 1.046064 million yuan, monthly average: 523,032 yuan

A. Monthly work focus:

July:

1. Strengthen the promotion of teacher and student activities during the period and strengthen the promotion of business individual visitors.

2. Formulate the "Student Appreciation Banquet" plan, Mid-Autumn Festival activity plan and promotion -------In mid-July, the catering department will complete the menu plan and the sales department will complete the advertising campaign

Promotion plans and various tasks are gradually carried out.

3. Mid-Autumn Festival----------Mooncake promotion, the catering department will complete the production plan in mid-to-late July, and the sales department will complete the advertising and promotion plan and various tasks

The work is gradually carried out.

August:

4. Strengthen the promotion of teacher and student activities during the period. 2. Strengthen the promotion of “Student Appreciation Banquet”.

5. Strengthen the promotion of business individual travelers, and formulate a promotion plan for group tours, individual rooms and moon cakes in September.

6. National Day guest rooms and post-holiday wedding banquets ------- In late August, the catering department completed the Christmas menu plan, and the catering and sales departments completed the reception and promotion plans.

3. Off-season: June and September

*A. June 2002 (30 days), September 2001 (30 days):

Booking ratio: group: individual = 7:3, room price: group price: 80 yuan/room, average individual price: 150 yuan/room

Total room occupancy rate: 70 or 125 rooms/day

Daily income: Group: 7,000 yuan, individual: 5,625 yuan

Two-month total income (60 days): 757,500 yuan, monthly average: 378,750 yuan

B. Work focus for each month:

*June:

1. Strengthen market research on "College Entrance Examination Housing".

2. Strengthen the promotion of teacher and student activities during the period.

3. Strengthen business promotions.

*September:

1. Strengthen conference promotions.

2. Strengthen business promotions.

3. Strengthen market research on the National Day, formulate National Day promotion plans and National Day group and individual bookings.

4. Formulate a "Christmas" activity plan.

4. Budgeted annual guest room operating income: 10,000 yuan

Annual average room occupancy rate: 86.065

Daily number of rooms available for rent: 179

Planned daily number of rental rooms: 154 (including: 96 rooms/day for groups and 58 rooms/day for individual travelers)

Average house price: Group: 100 yuan/room, individual travelers: 165.8 Yuan/room.

Daily income: Team: 9,600 yuan, individual tourists: 0,9617 yuan

5. Conference facilities and other agency income: 185,703 yuan

Total: Ten thousand yuan

Chapter 5 Marketing Methods

There are not many shortcuts to open up the market, and enduring hardship is the most fundamental way out. Why do I say this? Because while accurate positioning, reasonable housing prices, and good cooperation reputation are all available, information output (publicity and promotion) is the most critical. In terms of advertising, hotel sales cannot be like making daily necessities. A large number of media advertisements are placed. Even if there are, they are only on a small scale in the early stages of opening, so personal promotion is the most important method. So regular return visits are the most important.

1. Sales Department:

1. Travel agency customer sources

(1) Use price as leverage to maximize profits during peak seasons and pursue profit during off-seasons. The high occupancy rate attracts teams from various companies.

(2) Stabilize the main major agencies on the island, go out to search for travel agencies in Guangdong, Shanghai, and Beijing, and cooperate with travel agencies in major domestic tourist destinations, and strive to become a designated hotel. Mainly travel agencies on the island. Their customer base is the basic source of customers for the hotel's survival. In the development of the travel agency customer source market, price is mainly used as a lever. They receive the bosses of each agency well and ensure holiday rooms. The obstacles are basically non-existent, and price is the easiest for competitors. Did it. How to ensure a higher occupancy rate at the same price or a slightly higher price requires public relations among the staff of the Planning and Regulation Department.

(3) Actively seek cooperation with travel agencies in Hong Kong and Macao and group customers from travel agencies in other regions.

(4) Launch “annual price team room” (one price per year).

(5) In order to expand catering consumption, the team requires breakfast and dinner to be included.

(6) Strengthen promotions for Japanese tour groups, Korean tour groups, conferences, etc.

2. Conference customer source promotion

(1) Promotion time: January to April in the first half of the year

October to December in the second half of the year

(2) Promotion targets: (a) Government functional departments (b) Local business companies (c) Off-island business companies

(3) Connect conference affairs with business units on the island and establish off-island hotel alliances , FIT.

(4) Establish an agency system and organize conference guests from inside and outside the province. Plan some corporate economics, academic seminars, training class meetings and meetings of public institutions.

3. Individual customer sources

The development of individual customer sources is the most important customer source market pursued by our hotel rooms. We must increase the total number of rooms with a limited number of rooms. , changing the proportion of disbanded groups is the fundamental way. In developing the individual passenger market, the focus is on the Haikou market, followed by other counties and cities on the island. In terms of combat readiness, the final focus moves to places outside the island, such as Guangdong, Shanghai and Beijing.

1. Participate in the chain service network of the industry, strengthen contact with various enterprises and institutions, stabilize existing customers, vigorously develop new customers, and local market customers must visit one by one.

2. For individual travelers, guest rooms and catering are sold in bundles. When customers stay in the hotel, they can enjoy varying degrees of discounts in catering and entertainment.

3. According to the needs of different guests, design a variety of packages (package price), including guest rooms, meals, and more.

4. Vigorously develop long-term customers; formulate a reasonable room commission reward system for internal employees.

5. Expand the number of drivers soliciting passengers and promote promotions for taxi drivers. Establish the intermediary price difference regulations and the method for raising the room reservation price difference.

6. Develop online reservations, strengthen online promotions, and expand reservations in the online reservation center.

2. Catering Department

(1) Increase varieties and specialties , lower prices and improve quality.

(2) Hold a "Food Festival" and Chinese and Western food training courses.

(3) Launch corresponding reunion banquets, longevity banquets, wedding banquets, etc. according to festivals.

(4) Carry out sales activities with prizes, such as longevity banquets, good-marriage banquets, complimentary guest rooms, or free pick-up and drop-off, small gifts, flowers, and congratulatory advertisements in newspapers and periodicals, and song-sending activities on TV and radio stations.

(5) Increase the number of meals designated by travel agencies, give discounts to tour guides, and increase the consumption of group self-ordered meals and flavored meals. (Every day the front desk provides the catering with a list of the tour guide's name and room number for the sales department and the catering department to contact.)

3. Establishment of internal consumption chain

A. Through internal and external promotions The publicity chain completes the internal consumption chain

1. External publicity and promotion

(1) Comprehensive cooperation between news media inside and outside the island, in addition to normal advertising playback and column cooperation, while seizing Plan and promote some temporary news reports at the right time to increase the hotel's visibility and reputation.

(2) Publicity on means of transportation:

For example: introduction and agency booking business on the plane, publicity and agency booking business for luxury buses in Haikou and Sanya.

(3) Personal promotion, trade fair promotion, letter promotion, promotion through travel agencies, emails, other media, etc. Attract customers through the above methods and other publicity and promotion networks.

2. Internal publicity network

In order to promote every purchase when customers enter the store, every service must be introduced to them, so it is necessary to establish an internal publicity network----- From the moment you walk into the hotel lobby, you can learn about the hotel's basic facilities (making light boxes and pictures of the overall facilities). When you walk into the elevator, you can further see the promotional advertisements with pictures and texts. When you get to the guest rooms, in addition to some key items, There is also a service guide with pictures and texts. In addition to introduction pictures of various facilities, billing methods, TV programs, recipes (including pictures), there is also background information of the hotel, pictures of celebrity visits, and corporate culture content. There is also a map of the hotel location. Introduction to various transportation facilities and tourist attractions, corresponding local customs, etc. When turning on the TV, a hotel introduction feature film should be inserted on the hour.