Year-end work summary and plan of the hotel marketing department

2 Year-end Work Summary and Plans of the Hotel Marketing Department

Summary is a comprehensive and systematic summary of the study, work or completion of a period of time, through which we can comprehensively and Systematically understand past study and work situations, for which we are asked to write a summary. How should we write a summary? The following are 2 year-end work summaries and plans of the hotel marketing department that I collected and compiled. You are welcome to share them.

Year-end work summary and plan of the hotel marketing department 2 articles 1

Three key words can be extracted from the work in 20xx: exploration, busyness and regret. Since the establishment of the marketing department, we have been learning and exploring. Looking for a marketing model that meets the hotel's own conditions. However, due to the large number of conferences we receive throughout the year, we are very busy throughout the year. Due to insufficient manpower and limited energy, we failed to do real marketing while taking into account the conference reception. This is where we regret it. The end of the year is here again in a blink of an eye, and it’s time to stop and summarize. Now the work in 20xx is summarized as follows:

1. The main work completed by the Marketing Department

1. Conference reception

From the beginning of the establishment of the Marketing Department, the hotel The leader established the completion of conference reception as an important indicator for evaluating the work of the marketing department. To this end, the marketing department strives to make key breakthroughs and go all out to ensure the completion of the annual business goals. The marketing department overcame many difficulties such as insufficient staff, heavy workload, limited conference venues and aging related facilities and equipment, and successfully completed the business goal of 110,000 set at the beginning of the year. As of November 30, the total conference revenue reached 167,469 yuan (conference venue rental 164,100 yuan, banners and water signs 1,370 yuan, and others 1,999 yuan). The December conference revenue is estimated based on November, and the annual conference revenue is expected to exceed 180,000 yuan ( Despite the increase in the number of conference receptions, ICBC's annual conference volume has decreased significantly compared with the previous year, with a total consumption of about 15,000). In addition to the sincere unity and close cooperation between the two members of the marketing department, this achievement cannot be achieved without the correct leadership and care of all hotel leaders, not to mention the strong support and help of colleagues in other departments. In 20xx, in order to better attract customers and guide customer consumption, with the consent of the hotel leaders, the marketing department made the following efforts in terms of hardware configuration for conference reception:

A. Due to the size of the conference room Most of the tables and chairs were out of order, and the original number of tables and chairs could not meet the needs of large-scale meetings. To change the status quo, 80 new conference chairs, 10 conference tables, and 18 new tablecloths were purchased.

B. In terms of electrical appliances, we have purchased a set of wireless microphones, a projector, and two wireless routers

C. During the training meeting, due to the need for multiple group classrooms, we will use the unused Clean up the office (including your own office) in time to ensure the success of the meeting

2. Customer development and maintenance

A. Customer development: New individuals developed by the marketing department in 20xx We have 30 contract customers with business companies, and have renewed agreements with 13 customers whose agreements have expired. Re-signed credit agreements with three units. Five new online booking companies have been signed: eLong, China Mobile 12580, China Telecom 118114 China TravelSky, Yi Inn, etc. (In the area of ??online booking, the main source of customers still comes from the three giants, namely Ctrip, eLong, and Tongcheng. 20xx 1 As of October, the total number of rooms of various types booked by the hotel through the hotel booking website was 249).

B. Customer maintenance: First, classify and archive the original customer information, and conduct telephone visits to dormant agreement customers one by one.

Through visits, I learned that the reasons why customers do not come to spend are probably due to the following reasons:

First, because the company’s office location has been relocated, it chooses a nearby cooperative hotel; second, the company has changed the person in charge of external relations The third reason is that they subjectively feel that the hotel facilities and equipment are too outdated and give up the cooperation. The fourth reason is that they only sign a temporary agreement for a preferential price for a certain cooperation, and there is no chance for continued cooperation in the future.

Secondly, we have extended points redemption to chess and card games, so that guests who have spent a long time in chess and card games can also get benefits through point redemption. As of November 30, 240 point cards have been issued by Guest Room Chess and Cards, and points can be redeemed for 129 rooms. Applying point cards to guests has achieved certain results in attracting repeat customers and stabilizing the customer base.

The third aspect is to select some loyal customers among qualified guests and develop them into gold card customers. In 20xx, a total of 17 gold cards were issued (ICBC Wang Jun, Chen Aiyun, Beike Company Chen Hongwei, etc.)

3. Overall development of the tourism market

All along, hotels and There is almost no cooperation among travel agencies, and this year the marketing department has made a major breakthrough in this regard. Since April, the hotel has successively begun to cooperate with China Youth Travel Service, Jingxiang International Travel Service, and Xiangxi International Travel Service. As of November 30, the hotel *** has received 383.5 rooms for travel agencies (travel agencies have always implemented the 16-year-old free of charge, half-price for all travel agencies, so travel agencies actually use about 400 hotel rooms), *** is counted as hotel room accommodation The previous income was 57,929 yuan (the average room price is about 145 yuan/room)

In addition to travel agencies, the cooperation between the marketing department and ordinary business companies also achieved certain results in 20xx. Since April, it has received 19 batches of teams such as Sunshine Life Insurance, Coal Mining Technology Seminar, Xiao Clan Association, Shede Winery, etc., with a total of 1,034 hotel rooms in use. Achieved room fee income of 206,655 yuan (the average room price is 199 yuan/room)

From January to November 20xx, all kinds of banquets booked through the marketing department, team meals are calculated into the catering consumption The amount was more than 286,000 yuan (of which the catering income brought by the conference was 131,484 yuan). It will definitely exceed 300,000 throughout the year. This achievement has made a corresponding contribution to the completion of the hotel's overall business objectives

2. Shortcomings in the work of the marketing department

1. In grasping market trends and responding to market changes Lack of ability in this regard

The marketing department is the functional department responsible for handling external public relations and sales business. It is an important window for the hotel to improve its reputation and establish a good image. It serves as a consultant and assistant in making business decisions and formulating marketing plans. However, because they are not good at capturing market trends, and have a single channel for obtaining information or do not pay enough attention to market information, they are relatively inexperienced in responding to changes in the entire tourism market. The most prominent example is the loss of qualifications as a designated unit for the 20xx Changsha Municipal Government Procurement Conference. The main reason is that they directly missed the opportunity to bid because they did not pay attention to the release of relevant information. Here, we need to make a profound review. Another shortcoming is the inability to formulate corresponding marketing strategies based on changes in target markets and seasons.

2. Insufficient interaction with guests

In the daily work of the marketing department, except for the meeting reception process, which has less time for face-to-face communication with customers, there is almost no other Opportunity to mingle with guests. In other words, there is such an opportunity and we let it go unintentionally. We cannot know what customers need, and we cannot obtain the intuitive feelings of guests spending money in the hotel. Even if guests have complaints or suggestions, they may not be able to find someone to express them to. In this way, it will be difficult to create a home-like and warm consumer experience for guests. This aspect is precisely ignored by us in our daily work.

3. The development of emerging markets and new customers is not enough

Although the marketing department has made great progress in the reception volume of the travel agency team and conference team in 20xx compared with the past, Generally speaking, the intensity is not enough, and there should be more room for growth. The room fee income of tour groups accounts for less than 1% of the annual room rate income. The room fee income of conference teams and tour groups accounts for the same number of hotel rooms. The ratio of fee income is less than 3.5, and the number of new contract customers developed throughout the year is even less. In the fierce competition in Changsha's hotel industry, the original target consumer groups have been almost completely divided. This situation requires us to spare no effort to develop new customers and find emerging consumer markets. Obviously, the marketing department's efforts in this area are not enough.

3. Work plan for the next year

1. Strive to bring the occupancy rate of individual guests to a higher level

In 20xx, one of the main tasks of the marketing department The focus will be on increasing individual guest occupancy rates. We have advantages that most hotels do not have, which are good location advantages and convenient transportation conditions. We will use all possible tools (the Internet, newspapers, magazines and short message applications) to increase the promotion of the hotel. Strive to greatly improve the occupancy rate of individual guests throughout the year.

2. Strengthen contact with major travel agencies

In 20xx, the marketing department plans to use the weekend rest time to visit several famous tourist cities in the province before the arrival of the Golden Week of Tourism. (Zhangjiajie, Jishou, Hengyang, Yueyang, Shaoshan, etc.) and established long-term cooperative relationships with major travel agencies in prefectures and cities, making these travel agencies interested in arranging teams to our hotels to ensure revenue from hotel rooms .

3. Strengthen the application of theme, price, and channel marketing strategies

In 20xx, the marketing department will formulate corresponding marketing plans according to different festivals and seasons, and comprehensively use price, product and The channel strategy combines sales of hotel rooms, chess and cards, and catering. Keep the hotel in an active position in the competition to attract customers to the maximum extent, thereby ensuring the completion of the hotel's business objectives.

4. Strengthen communication and collaboration between departments

Establishing a good communication mechanism is the guarantee for effectively implementing marketing plans and perfectly serving customers. Therefore, the marketing department will continue to proactively communicate and cooperate with various departments to cooperate with each other. Facing customers as a whole, giving full play to the hotel's overall marketing vitality and creating the best benefits

5. Clear specific goals

A. The conference plan income is 130,000, and the ideal goal is 150,000 completed.

B. The total income of the conference team and travel team will strive to reach 450,000.

C. The catering revenue brought by the marketing department has exceeded 400,000.

In the new year, we will continue to explore and continue to learn. We hope to have a busy and fulfilling year. One year, but when we look back and summarize next year, we hope there will be no regrets. We do not expect perfection, but we hope that the marketing department will improve in all aspects of its work in the new year, making breakthroughs and innovations, and ultimately, of course, achieving good results. I have always believed that "God rewards hard work". If you put in the effort, there will be fruitful results waiting for you.

In 20xx, let’s work hard together. Year-end work summary and plan of the hotel marketing department 2 articles 2

Writing a summary indicates that a year has passed. Looking back on the various plans and plans in the summary of 20xx, I have a lot of feelings! The summary is as follows:

(1) Summary of the overall market environment status this year:

⒈Changes in industry market capacity

This year, a new opening was opened in the Tangxun Lake area Sunshine Coast Resort and Waterhouse Villas, Wolong Villa. This has greatly enhanced the overall reception capacity of the entire Thompson Lake area, and at the same time, competition with each other has also intensified.

　⒉ Brand concentration and competition situation

The trend of urban conference peripheralization is taking shape. The areas where the industry has formed a large scale include: Mulan Tianchi in Huangpi, Guanyin Island in Xiaogan, and Caidian Resorts in Zhuankou, Coastal City in Zhuankou, Phoenix Villa in Ezhou, Tangxun Lake in Jiangxia, Tangchi Hot Spring in the direction of Xianning, etc. Among them, the brand advantage of Jiangxia area is concentrated between Hetian Club and Mengtian Lake. Being located in the central area, we have unique geographical advantages, which we will carry forward and strengthen in the future, such as adding roadside advertisements from the Macau Villa to the front of the hotel. At the same time, pay attention to the disadvantages of the noisy environment of roadside hotels in sales, and adjust sales strategies at any time.

⒊Changes in the ranking of competitive market share

From the fourth place in market competition share in 20xx (the rankings are: Mengtian Lake, Hetian, Tangsun Lake Villa, Hotel) to third. The overall popularity has also increased significantly compared with the previous year. At the same time, the number of fixed customer sources has increased to multiple;

⒋Changes and characteristics of channel models

In 20xx, sales were dominated by a single entity, and the sales model was single. This year we have established multiple sales models including overall direct sales, travel agency and conference company distribution, and online unified sales.

⒌Terminal type changes and characteristics

Hotel sales in 20xx are horizontal, that is, marketing and sales are completed together, and marketing and sales are not separated. This year, we have conceptually separated the two tasks and started to cultivate the market: this year we have established effective customer files, including enterprises and institutions, special banquet customers, and distribution unit households. This year's sales terminal form has formed a funnel shape (that is, the market has extensively developed customer sources, sales and services have been centralized), and is developing in the direction of a dual-track sales system in society.

⒍Changes in consumer demand

Merely providing guests with housing services, catering services, and entertainment services can no longer meet the needs of the conference market. This year, we began to survey changes in consumer demand and divided our group customers into general business groups and special travel groups. Develop surrounding tourist routes in a targeted manner.

⒎The sales performance of the main competitors in the market this year

The saying "Know your enemy and yourself, you can fight a hundred battles without danger" has taught us a lot. Finding excellent marketing models of benchmark companies and exploring the gaps and shortcomings between ourselves and benchmark companies are also our main tasks this year. In the sales work throughout the year, Mengtian Lake’s chain information management, extremely friendly social network sales, Tangsun Lake Villa’s multiple sales, and Hetian’s customized and in-depth customer management are all worthy of our study and reference.

(2) Summary of department work this year

⒈ Department construction

In the first half of the year, the department has sufficient personnel and a complete market system. In the second half of the year, there were insufficient personnel and the market system failed.

⒉ Department personnel training

Names of existing personnel in the marketing department. After more than half a year of hard work, they have basically mastered the marketing and sales operations. However, business skills and professionalism still need to be strengthened. Since the department has few staff and heavy tasks, there is insufficient professional skills training.

⒊Cooperation with other departments

Cooperation with other departments of the hotel is better, and the teamwork should be strengthened.

(3) New Year’s Work Plan

“Throughout the planning, the decisive victory lies thousands of miles away.” I think the new year's marketing work plan should emphasize planning first and systematically and comprehensively carry out strategic planning and deployment for the hotel's overall marketing work in the new year. But we also need to understand that the annual marketing work plan is not a marketing plan, but a strategic work idea based on the annual analysis and summary. The specific and detailed marketing plan needs to be broken down into quarterly or monthly formulations. Only in this way can it have practical significance.

⒈Goal-oriented

The formulation of marketing goals is the key to marketing work in the coming year.

In the new year's marketing work plan, the first thing to do is to formulate the overall sales target, expense target, profit target, channel development target, terminal construction target, and staffing target for the whole year, among which: the sales target is x million/year , the cost target is x million/year, the channel development target is x items/year, the terminal construction target is x people/year, and the staffing is x people.

　⒉Product planning

Based on the analysis of consumer demand, new product development plans and product improvement plans include: expanding hotel product categories and changing unsold main products into subsidiary products (such as Convert the ambassador suite into a four-person room to provide team meeting group consumption and strengthen daily sales), match the ethnic cultural village with the hotel, match the faculty club with the hotel, match the tourist route with the hotel, etc.

⒊Brand Promotion

Market image promotion plans include: "College Logistics Hotel Sales Summit Forum" conference, Tangxun Lake brand promotion planning "Famous Festivals and Famous Pills".

　⒋Team support

In order to ensure the smooth and efficient implementation of marketing work in the coming year, the hotel also needs to strengthen key work processes and key systems through hard training of "internal strength" to cultivate organizational execution capabilities. To better develop customers and retain customers! ;