Hotel management: the concept of hotel management

Hotel management: the concept of hotel management

As one of the top ten hot industries in the world, hotel management attracts more and more young people. The employment prospects of the hotel industry are very broad. With the development of economy, the hotel industry has a growing demand for middle and senior management talents. The following is my hotel management: hotel management concept, welcome to read the collection.

Hotel management: hotel management concept 1 Let's talk about the most basic physiological needs and safety needs. From the physiological needs, the basic function of the hotel is to provide customers with a place to sleep, followed by breakfast the next day, and everything else is secondary. Therefore, hotels must make great efforts to serve customers' "sleeping and eating". In my opinion, the bed is always the most reusable tool to convey the quality of the hotel. A good bed can make customers' dreams come true in heaven. Unfortunately, most hotel beds can only belong to hell, not too hard.

Hotel management concept

What is a quality hotel is undoubtedly a question with no standard answer, but it is not without rules. If quality is compared to water, customers are containers for water. The container is square, the water is square, the container is round, and the water is round. In a word, evaluating the quality of a hotel can't be decided only by the operator, even the words of experts can only be used as a reference. The only people who have the right to speak can only be customers, or customers with narrow standards, that is, the mainstream tourist groups of hotels.

I have been to Peninsula Hotel in Hong Kong. To tell you the truth, my first impression of this prestigious luxury hotel is not good. The reason is that the lights in the hall are so dim that some corners can even be described as "opaque". At that time, there were doubts such as "luxury hotels can't afford electricity". Can customers be satisfied? This question stayed with me until I visited Wang Fu Hotel, which is also managed by Peninsula Hotel, and saw the same brightness in the lobby of the hotel. I suddenly woke up. There is a simple reason. This gloomy tone is exactly what the hotel pursues and what their customers like. As for me, I may stay in a similar hotel for one night and drink in their bar for the rest of my life, but in the hotel's profit and loss statement, the total income from me is definitely a small fraction, so my opinion on the brightness of the lights is not important to the hotel at all. I am not now, and I will not be their mainstream customer in the future. So the low quality in my eyes is the high quality that the hotel pursues, because their mainstream customers-those who live at the top of the pyramid-just like this mood.

It's a bit disappointing to start with such an example. Hotel quality seems to be a kind of metaphysics, which can only be understood but not expressed. Fortunately, although customers have many differences, such as identity, background, wealth, gender and so on, they are at least real people, but people always have some basic similarities, which provides a breakthrough for hotel quality management. A vessel is always a vessel. Although it has different shapes and materials, it can hold water in the container, which is the same.

Many of our hotel operators are always a little greedy for vanity, which is manifested in the excessive pursuit of superficial articles in quality management, the pursuit of gaudy hardware and the emphasis on cumbersome ostentation and extravagance in software, thinking that this is the real quality. We can't say that customers don't buy this set, but managers should at least understand the truth that the quality of hotels must start from meeting the most basic physiological needs of customers, otherwise everything will be empty. Just ask our old customer, Mr Maslow.

Mr. Maslow's demand theory is almost a household name at present, and it is not an exaggeration to say that he is a "frequent visitor".

Hotel management: the concept of hotel management 2 In the increasingly competitive modern society, the hotel industry, as one of the pillar enterprises of the tertiary industry, is facing enormous challenges. Shanghai, a rapidly developing international metropolis, is at the forefront of competition. 1998, another luxury hotel-Nanxinya Hotel opened. Through the preparation and management of the hotel, and the application of modern marketing concepts in practical work, the author has benefited a lot in two years of operation and management, and deeply realized its important role in modern hotel management.

The first is market positioning. The hotel is located in a prime location in the city center, but there are many famous hotels around it, such as Helen Hotel, International Hotel and Peace Hotel. To win the market among many competitors, market positioning plays a decisive role. To set a good position, it is necessary to carry out market segmentation. The main reason of hotel market segmentation is to effectively use all kinds of hotel marketing expenses and resources. After our market segmentation, we have a correct understanding of the market, so we have formulated a flexible and diverse price system suitable for Nanxinya hotels.

Secondly, it is to introduce competitive strategy and fixed-point beyond marketing concept. In the past, the traditional marketing concept was consumer-centered, ignoring the marketing strategies and behaviors of competitors. Today, the essence of marketing is not only to meet human needs and desires, but also the conflict between enterprises. Therefore, modern marketing should establish a marketing strategy that considers both customer needs and competitors. Under its guidance, we observed and analyzed competitors' so-called "know yourself and know yourself, and fight a hundred battles", and then formulated and implemented a series of winning marketing measures, and finally won. In order to compete for the market effectively, we adopt the latest concept of fixed-point transcendence. The so-called fixed-point transcendence concept is a brand-new strategic marketing method adopted by many well-known enterprises in order to effectively compete with competitors for the market. We compare ourselves with our competitors, regard the best among them as our development goal, and transplant its advanced experience into our daily management through investigation. I visited a number of five-star hotels in Shanghai, and through the study, I strengthened the details of working procedures, operating procedures and incentive sales. All departments, and carry out quality inspection and supervision. At the same time, I also inspected the hotels of the same level around me, and made use of my own advantages in catering. First, a large-scale seafood city was launched in Shanghai, and the "Three Million Catering Delivery" activity was held jointly by the whole group company, so that people from all walks of life could have an objective understanding of the hotel through catering promotion. In this way, the guest rooms are moved by the catering industry, forming a business situation of "two wings of Qi Fei" for guest rooms and catering. Preliminary practice has proved that the marketing concept of fixed-point transcendence plays an important role in modern hotel marketing.

Thirdly, customer satisfaction (CS) strategy and service marketing: CS (Customer Satisfaction Action) is a relatively new concept in marketing. It is a business strategy first put forward by Japanese enterprises, which means customer satisfaction strategy. Its purpose is to urge enterprises to explore effective management methods. Improve the management mode, take corresponding management measures according to the development trend of personalized demand, establish a good corporate image in customer satisfaction, enhance competitiveness, and make marketing successful. As far as hotels are concerned, in order to make service an effective marketing strategy, customers must be satisfied. Customer satisfaction not only increases the turnover, but also makes customers become potential commercial advertisers because of their good reputation, saving a lot of promotion expenses.

CS strategy is realized through service marketing. With the development of market economy, the competition between hotels will become increasingly fierce, and the needs of customers will become increasingly diversified, which will inevitably lead to the complexity of product structure and usage, and customers' "perceived risk" (doubts before buying) will continue to increase. The best way to eliminate customers' "perceived risk" and improve customer satisfaction is for hotels to provide customers with a series of services other than the physical form of products. Service marketing is not only a continuation of product concept, but also a means to realize CS strategy. Therefore, the content and form of service marketing should meet the requirements of CS strategy, which requires hotels to take corresponding measures in the pre-sale, in-sale and after-sale of products, as well as the input period, growth period, maturity period and decline period of product life cycle, and implement all-round and whole-process control with the quality of service marketing as the center. Specifically, the brand-new concept of service marketing quality usually has the following four aspects:

1. Win the hearts of customers. This is the basic point of the new concept of service quality, which requires customers to have no worries when consuming service products, mainly including no security concerns during implementation, no financial risks, and no worries and worries of customers during and after service.

2. pursue no defects. The so-called zero defect does not necessarily mean that the defect is absolutely zero. Instead, set the current goal with zero as the ultimate goal, and strive to achieve it, and further revise the goal in the process of achieving it. In this way, defect-free does not refer to technology, but a management concept. The improvement and guarantee of service quality is an eternal goal. Therefore, hotels should not waste time inferring what level they can achieve, and the goal of quality work is always 100% perfection.

3. Trinity Killer. Quality improvement. This is the basic content of the new service concept. This concept is to confirm that strengthening service quality runs through the whole process of hotel marketing. In fact, many hotels don't realize that there are three kinds of service quality assurance: one is preventive, such as long-term demand information survey, competitor and customer evaluation. The second is monitoring, such as product quality inspection and service arrangement; The third is compensatory, such as redesigning products and hotel image. The traditional practice emphasizes compensatory service, while the new concept advocates that prevention, monitoring and compensatory service go hand in hand, thus forming a virtuous circle of service quality assurance system.

Service quality is the responsibility of all hotel employees. The new concept holds that service permeates the whole process of hotel production and operation, and it is necessary to make the hotel full of hotel culture that satisfies customers and realize standardized and large-scale service quality management.

As we are a new hotel and managed by Xinghualou Group, what we lack is experienced hotel professional management talents. Therefore, we have recruited a group of cadres with four-and five-star hotel management experience for the society, enriched our middle and high-level managers and strengthened management. In addition, we still lack our own network, which is why CS strategy is particularly important to us. In order to establish the reputation of the hotel in the society, we held the "Smile Service Month" activity; Issue "guest opinion questionnaire"; Play the role of assistant manager notebook in the lobby. In practice, we gradually have a new understanding of modern marketing, and the operating status of hotels is also rising steadily. Through continuous efforts, we put forward the creation of demand and innovative marketing.

The key to the marketing strategy of hotel enterprises lies not only in mastering non-product strategies such as pricing, distribution and promotion, but also in making it a giant and predicting the invisible needs of customers. Seek the long-term development of hotel enterprises through technology accumulation and creation. Of course, creating demand is not subjective, but on the basis of grasping the changing trend of consumer demand, the natural law and economic law are unified.

The realization of creating demand is mainly carried out through innovative marketing. The development of modern science and the improvement of consumption level. The change of hotel market environment and the intensification of competition have promoted the continuous derivation and combination of product marketing elements. Creative marketing has become the internal driving force for hotels to adapt to derivative combinations and seek survival and development. The so-called innovative marketing means that hotel enterprises adopt new creative activities that are superior to existing ones in quality in order to achieve the predetermined goals. Innovation mainly refers to product innovation, market innovation, technological innovation, service innovation and management innovation, involving the main aspects and processes of hotel production and management activities. The linkage effect of these five innovations has formed a huge overall potential energy, which is a powerful driving force for hotel enterprises to reduce and avoid risks and seek smooth development.

Due to the establishment of modern marketing consciousness and its application in practice, the business performance is booming, and it has found a market and gained a firm foothold in the competition. At the same time, we are constantly optimizing our market. Therefore, both modern hotels and enterprises must master modern marketing concepts from top to bottom, proceed from reality and guide practice through theory, so as to make hotel management scientific and modern and form their own characteristics.

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