The role of hotel internal marketing in hotel management What is the secret of successful hotel management? What are the elements? What are the requirements? This is a big topic, which cannot be summarized by one or two formulas or three or five aphorisms. In fact, there is no fixed and unified model for any successful operation, and there can be no "panacea" for all diseases. However, this does not mean that commercial operation is impossible, but there are basic laws to follow, that is, scientific production management and successful sales strategy. Hotel management is also a commodity production in essence. Like all other production, the goal is to maximize the sale of products. The quality of hotel products depends on scientific management, and whether the products can be sold depends on the sales strategy and means of promoting the products, so as to achieve the ultimate business goal through successful promotion. Obviously, compared with other products, hotel products have their particularity. This particularity can be summarized as follows: First, it is a comprehensive product. From the guest's point of view, the guest's consumption in the hotel is not like buying a color TV or refrigerator, but a set of comprehensive products he obtained during his stay in the hotel, including: material products (such as food, drinks, etc.); Sensory enjoyment (experience of equipment and furniture, environmental atmosphere, service technology and service quality through sight, hearing, touch and smell); Psychological feeling part (the customer's psychological feeling of the product, thus causing comfort and satisfaction). The evaluation of hotel product quality by guests is essentially a comprehensive evaluation of the above three parts. Secondly, hotel products cannot be stored. Unlike color TV sets and refrigerators, they can't be sold today, but they can be sold tomorrow, and their value still exists. Hotel rooms and restaurant seats (beds) can't be rented out for a day or a meal, and the value of that day or a meal will be lost forever. Hotel market demand fluctuates greatly, with off-season and peak season every year; There are also peak days and light days every week, so it is difficult to ensure that all hotel products are sold. Third, the characteristics of the hotel industry determine the different sales methods of hotels. Hotel staff's sales to guests are a face-to-face service process, and even production services and sales are carried out at the same time. In this special sales process, employees and guests have frequent close contact. The behavior, service attitude and skills of employees have a direct impact on sales activities. To successfully promote hotel products, we must consider the unique characteristics of the hotel industry. Among many marketing methods, only one marketing method is the most effective, which organically combines the particularity of the hotel with the marketing method and becomes the "bright spot" of modern hotel marketing, which is the "internal marketing" of the hotel. Internal promotion is a unique form of promotion in service industry, especially suitable for hotel industry. It is a kind of all-staff promotion, and every employee is carrying out promotional activities in the process of unconsciously serving and working. They are all playing the role of salesmen, but the role of "playing" is different. Well-trained employees know how to provide the most satisfactory service for guests and how to promote other products in the hotel while serving guests. Therefore, in the modern hotel industry, every hotel employee should be an active salesman. Effective internal marketing can at least make hotel operators get the following benefits: first, it can save marketing expenses; Secondly, through the good word-of-mouth publicity of the guests, the visibility of the hotel can be improved and more guests can be attracted; Third, you can achieve more sales from the same number of guests, so as to get more income; Fourth, it can effectively improve the turnover and room occupancy rate; Fifth, achieving good economic benefits can better promote the enthusiasm and innovative spirit of employees. It can be seen that internal promotion is indeed a low-cost and high-efficiency business strategy, which has been paid more and more attention by hotel operators. However, it is not a simple matter to do a good job in internal promotion, which requires the attention of leaders, strict training of employees, professionalism and persistent efforts of all employees; In addition, we should pay special attention to the following four points: 1. A good hotel image, just like almost all products, customers' recognition of a hotel begins with the external image of the product, so for hotel managers, successfully shaping and maintaining the good image and internal characteristics of the hotel is an important means to attract customers and an important link to do a good job in internal promotion. The establishment of a good image is a systematic work, which mainly includes: the hotel appearance design with novel structure, grandeur and artistic sense; The unique and harmonious hotel lobby makes people linger; Quiet, comfortable, safe and convenient rooms and restaurants with elegant environment and thoughtful service. All these will leave unforgettable memories for the guests and increase their goodwill and satisfaction with the hotel. 2. The positive role of employees is in the hotel industry. Most of the people who deal directly with the guests are ordinary employees, and their sales promotion role should be ranked first. A well-trained employee should not only be decent, polite, friendly and skilled, but also be good at selling. For example, when the guests check in, the receptionist loses no time to introduce the local tourist attractions and places of interest to the guests, and arrange the activities of the guests as much as possible in order to prolong their stay; The bellboy can take advantage of the opportunity to carry the luggage for the guests and deliver it to the room, introduce the various service facilities of the hotel according to the guests' hobbies, and promote the hotel products.
Restaurant waiters actively and enthusiastically help guests choose foods that suit their tastes, recommend restaurant specialties, and let the promotion activities go on unconsciously. Even those employees who are not in direct contact with customers have something to do with the promotion of hotel products. Restaurant cleaners are responsible for washing and disinfecting tableware, and should prevent unclean tableware from entering the restaurant; Chefs should ensure the quality of food and dishes and prevent the sale of spoiled food; The room cleaner cleans the room silently, ensuring the cleanliness and comfort of the room. The technicians of the engineering department shall maintain and control the air conditioning, water supply and drainage, room TV and other service facilities in time to ensure normal work. All these invisible jobs also play an important role in the consumption (purchase) behavior of guests in the hotel. 3. Excellent product quality and service In order to attract more guests or win repeat customers, the quality of hotel products is particularly important. The quality of service directly affects the reputation, customers and economic benefits of the hotel. It is no exaggeration to say that service quality is the lifeline of the hotel and the key to internal promotion. Good service attitude will make guests feel friendly and at home; Skilled service skills bring spiritual and material enjoyment to guests; Agile and efficient service, saving guests' time; Numerous service projects can meet the various needs of guests; The good operation of equipment and facilities ensures the comfort of guests' lives; A clean and hygienic environment makes guests feel happy. In addition, safety and food quality also constitute the content of quality service from different angles. If all this leaves a good impression on the guests, then the guests will sincerely say "see you next time". This sentence also marks the success of hotel internal promotion. 4. Necessary promotional tools In addition to the above promotional methods, operators should also pay attention to internal promotional tools, so as to timely and accurately tell guests about the goods and services provided by the hotel, cooperate with employees to promote sales, and make up for the gaps left by employees in the promotion. These promotional tools include: a service guide, which is placed in the guest room and lists the various services and facilities of the hotel, business hours, walking routes, telephone numbers and so on; Restaurant menu and delivery menu; Introduction of front desk hotel; Closed-circuit television of hotel service facilities can be introduced into the guest room; Signboards in the store; Neon signs outside the hotel, etc. In addition, it can also include exquisite greeting cards for guests during the New Year or festivals, lighters, matches, napkins, postcards and other small gifts printed with the hotel address and telephone number. All these necessary marketing tools are either convenient for customers or close the relationship between customers and hotels, and will play an important role in the whole hotel marketing. In short, effective internal promotion is not temporary and random, it requires the efforts and professionalism of all employees, as well as good training. Successful internal promotion will make the hotel get more benefits from the same tourist market, and also help the hotel to explore new tourist markets.