Hotel planning book

With the coming of 20** years, I plan to make a series of adjustments to the management of our xx hotel to attract consumers to spend in our store and improve our operating efficiency.

First, the market environment analysis of the problems existing in the operation of our store:

1, the target customer group is inaccurate and too narrow. The main feature is to wait for customers to come to the door, take government departments as the main customer base, and lack private consumer groups. It does not fully reflect the characteristics of our hotel, and its positioning is on the high side. In addition, there are still some problems in the service quality of some hotels, which affect consumers' confidence in hotels. Last year's business situation was not good, so we should reflect on it and focus on the market. We should fully tap our own advantages, broaden the market, rationally consolidate the existing consumption units of enterprises and implement reform and opening up. Improve its consumer files. Our store is located in xx city, and its consumption level is not high. Most residents are ordinary consumers. However, our store mainly deals in X cuisine, mainly seafood. There are few cuisines in mountain products and local areas, and the income of most residents is unacceptable for a long time. However, the hardware level and service of our store are the best in the local area, so we should receive all levels of consumption in different grades, reflecting the business philosophy of "flashy but not expensive, really affordable". At the same time, the reception of tourism teams also needs to be developed and strengthened.

2. The news propaganda is not strong enough to let people in X city know about our store, nor can it be fully publicized in XX area. It is suggested to publicize corporate culture or corporate contacts first, with less investment, and then set up billboards on peripheral provincial or X-level main roads.

3. competitor analysis: there are no hotels of similar grade around our store, only many small restaurants or hotels. Although they don't have the strength to compete with us in business ability, they attract some consumer groups with low-grade, good quality and low price. There are some high-end hotels around, mainly in tourist areas, and government departments have an impact on our reception, so we should pay attention to it this year and strive for service quality or other aspects. Do a good job in meeting reception market. It is necessary to realize the business strategy of "XX" for sightseeing, business negotiation and accommodation.

Second, the target market analysis The target market is the most potential consumer combination group.

Defining the target market can not only avoid the waste of influence, but also make advertisements targeted. Advertising without a target market is tantamount to "blind people riding blind horses". The target market should have the following characteristics: not only consumers who are interested in hotel products and have the ability to pay, but also consumers within the hotel's ability. Hotels should determine the target market as clearly as possible and make a detailed analysis of the target customers, so as to make better use of the opportunities represented by this information, make customers more satisfied and ultimately increase sales. (Gold Customer Profile Advantage). Customer resources have become the source of hotel profits, the existing customer consumption behavior is predictable, and the service cost should also change with the off-season. It is impossible to prepare for 100%, so 80% of the staff will create 100% jobs, and the remaining 20% will be pure profits. At the same time, it is necessary to maintain customer loyalty, which is the best free word-of-mouth publicity, and it also makes it impossible for competitors to compete for this part of the market share. Therefore, integrating customer relationship marketing and maintaining customer loyalty can bring the following benefits to hotels:

1. Get more customer share from existing customers. Loyal customers are willing to buy more hotel products and services, and their expenses are two to four times that of leisure consumers. And with the growth of loyal customers' age, economic income or their own business, their demand will further increase. (e.g. the development and consolidation of the thank-you banquet market).

2. To reduce the cost of sales, new customer groups need a lot of money. For example, various advertisements and their public relations expenses. Customers are more and more familiar with the hotel's products or services, and the hotel is also very familiar with the special needs of customers, so the cost of relationship maintenance becomes very limited. What we need to do is to conduct reasonable daily visits and communication (one of the marketing means for 20 years).

3. The advice of old customers who have won high satisfaction and loyalty in word-of-mouth publicity often plays a decisive role, and their strong recommendation is often more effective than various forms of advertising. In this way, the hotel not only saves the sales cost of attracting new customers, but also increases the sales revenue, thus improving the hotel profit. According to our current consumption psychology, XX people still lack stability. With a "new" and "wind" consumption mentality. Word of mouth is a great catalyst. Word-of-mouth operation is also a means of market operation.

4. The improvement of employee loyalty strengthens the cultivation of new forces and consolidates the loss of employees, which is the indirect effect of customers on marketing. The improvement of employee satisfaction will drive the improvement of hotel service quality and customer satisfaction, forming a virtuous circle. In 20 years, it is required to introduce some practical students to supplement human resources.

Third, the general marketing strategy is "high-end hotels for the people"-business meetings are the daily basic reception (because they belong to our store at present), and efforts are made to expand the reception of the people's market. Our cultural orientation strives for hype in wedding banquets, birthday banquets, teacher-thanking banquets and festival propaganda, causing a "sensation". For the moon cakes in the Mid-Autumn Festival every year, the Christmas buffet song and dance feast has yet to be fully launched.

Four. 20** year action plan and implementation plan (see available marketing plans for more information)

(A) sales methods and strategies

1, change to the cuisine. We mainly deal in X dishes and seafood. This year, we will create our unique mountain dishes and local dishes as a supplement. According to different regions or consumption situation, it is suggested to introduce some Cantonese dishes. You can choose the "essence" of each cuisine and choose its representative dishes to enter the menu.

2. Set the sliding price of dishes according to the off-season and peak season.

3. Re-issue the customer agreement and make a principled "choice".

4. Introduce the "weekend special" of the room.

5. Provide wedding and birthday services for nearby residents, and set up a catering public relations team.

(B) the reform of management methods

Income generation is the foundation and survival of the hotel; Income generation is the top priority of hotel management.

1. Change the concept, lay a solid ideological foundation for income generation, grasp the cost, and control the controllable costs of increasing the hotel's "invisible income" without affecting the hotel's operation, such as purchasing costs (using different periods of pricing). Water, electricity and fuel costs (detailed analysis can effectively save energy), and labor costs are compiled according to the light peak season [March-July 135 people, August 140 people-10, (1KLOC-0/65438+). "Management" has nothing to do with profit on the surface. But in essence, management is the basis and premise of income generation. Without good management, there is no benefit. "There are no unqualified employees, only unqualified' managers'" is the truth.

2. "People-oriented" and finding the source of income-generating profits are the most fundamental and active factors for income generation. "People-oriented" is the guarantee of income generation. Let the "heart" of employees stay in the store and stay in the post. Turn the hidden work enthusiasm into the action and vitality of quality service.

3. Dredge the marketing channels and pay close attention to the operating profit. According to the business analysis of 20** years, draw up the business target budget for 20** years. The annual budget target of 20** years (for reference only) requires a professional marketing team. At the same time, it advocates the promotion of all employees, enhances team awareness, and allows the whole store to promote hotels and hotel products.

4, quality service, achieve * * * win-win.

(1) Quality service is the responsibility of the hotel to set standards, standardize skill operation and pay close attention to training. Standards are guidelines and guidelines for action. Clear standards can standardize the provision of quality services to customers. The only standard of quality service, that is, customer satisfaction, can only be achieved through training.

(2) Do a good job in implementation. This is the "common fault" of our managers, and we often stay on the issue of finding "excuses". We must implement the management mentality that "there are always more ways than problems". Do a good job of implementation, and everything will come naturally.

(3) Do a good job of inspection. In hotels, departments and teams, we should improve the inspection from bottom to top without going through formalities, so as to "reward income and punish losses". The overall image of the hotel is reflected by details, which are endless. Therefore, in order to make hotel management truly "error-free", it is necessary to carry out detailed management in a down-to-earth manner. High-end hotels are faced with demanding guests, who usually have very meticulous and even harsh eyes, and every subtle link in management will attract their attention. Therefore, in order to truly achieve top management, we must have a spirit of "getting into a dead end".