Hotel annual holiday activity plan

At the beginning of the year, the catering sales of major hotels entered a golden age. New Year, Spring Festival and Valentine's Day become the best time for consumers to concentrate on consumption. Major hotels have made various marketing plans and tried their best to attract customers, so as to take advantage of this year's last opportunity to improve efficiency and make a good start for next year's work. Looking at the implementation over the years, we can find that today's catering marketing seems to have entered a misunderstanding: holiday marketing is to engage in activities. Every family has launched activities, and the prizes are getting more and more bizarre, even reaching tens of thousands of computers and so on. These activities will undoubtedly receive miraculous results. For a time, the business of the hotel was booming and there were weddings, but after the event, it was deserted immediately. Therefore, it is necessary to put forward a marketing plan that meets the market demand from the perspective of long-term development, so as to lay a solid foundation for the hotel's operation next year. The following six aspects to explore the main strategies of holiday catering marketing. First of all, according to the different composition of the tourism market, we should integrate products and launch a product mix catering marketing that meets the market demand. In the final analysis, marketing is the hotel's main products, namely dishes, drinks, services and intangible brands and culture. During holidays, whether it is a star-rated hotel or a roadside restaurant, social mass consumption will become the mainstream, and family dinners and gatherings of relatives and friends are the main tourists at this stage. Then, the hotel products should mainly meet the needs of such guests. The dishes should be light in taste, suitable for all ages, large in quantity and moderate in price. Banquets of various grades should be launched in time, with special dishes, signature dishes and new dishes interspersed here, so that consumers can fully understand the chef level of the hotel and promote the establishment and promotion of the hotel image brand. This is the main purpose of festival marketing, and it is also the theme project in many catering activities. Secondly, organizing marketing activities with prominent themes and distinctive cultural characteristics is the main performance of holiday marketing and the main way to create a holiday atmosphere. Because of the different backgrounds of these festivals, the differences between Chinese and western cultures should be revealed in the process of marketing activities. For example, the layout of the restaurant, the design of the dining table, the printing of the menu, the background music and lighting, and the content of the activities should be different. In this regard, the practices of many hotels are worth promoting. During Christmas, including Christmas tree decoration, Santa Claus giving gifts, children's choir performances and other activities; During the Spring Festival, activities such as hanging red lanterns, putting the word "Fu" upside down, counting down the clock in the early morning and giving out red envelopes are the main activities. On Valentine's Day, roses, chocolates, candlelight dinners and violin music are the main marketing forms. In this series of activities, we must grasp the principles of "authenticity" and "original flavor". Third, the promotion methods should be flexible and diverse. In the past, food and beverage promotion always used "discount" as the main means. In fact, a careful understanding of customers' psychology in holiday consumption will reveal that discount is not the biggest psychological demand of customers. Therefore, discount should not be a means of holiday promotion. Of course, some preferential measures should be introduced for guests who come to the store for dinner on holidays. Such as issuing "coupons", giving away dishes and drinks, flowers and books, and special products (for example, many hotels will make some special new year's products before the festival, such as pasta, rice cakes, jiaozi and so on. ) or some souvenirs with China characteristics. These measures can not only reduce the cost, but also improve the cultural taste of the hotel. For those foreign guests who stay in the hotel, this is a precious gift, even ordinary guests will not dislike it. In addition, some hotels are also ingenious, and have launched a "scheduled chef service", where hotel chefs come to cook New Year's Eve. Therefore, for hotels that often implement discount promotion, it is advisable to change their thinking and formulate targeted promotion plans with differentiated strategies. Fourth, pay attention to service details and highlight humanized service. Many of the target customers of holiday consumption are family members, old and young. They have very high requirements for catering products and unique requirements for services. Therefore, in marketing planning, service should be designed as an important product composition, including service flow, operation skills and detailed requirements, which should be different from ordinary dining guests. The menus of special customers such as the elderly, children and couples should also have their own characteristics. There should be a good arrangement before marketing activities are launched, especially the training of service personnel should start earlier. Because the number of employees on holidays is not enough, plus a few temporary service personnel, these have brought certain difficulties to management. Therefore, improving the working enthusiasm of employees, improving service skills and enhancing service awareness have become the main contents of service training. Of course, the hotel should do a good job of logistics support for these employees and ensure that employees can work in holiday catering service posts with a good attitude. Fifth, establish an emergency system. Because the composition of tourists during the holiday season is more complicated, guests are more relaxed during the holiday season, so it is essential to catch up with the holiday drinking. In this way, emergencies will inevitably occur. In marketing planning, we must establish countermeasures in this regard in advance. For hotels of different sizes, this coping mechanism should be established for a long time and play a role. VI. Customer Tracking and Cultivating Long-term Tourist Source The purpose of holiday marketing is to improve economic benefits in a short period of time, and take this marketing activity as an opportunity to develop potential customers, cultivate long-term tourist source market and drive annual sales. This is a more important marketing plan for the hotel. After the holiday sales, the hotel should pay a return visit in an organized way, constantly communicate with the guests, understand the dining experience, master the dining process, further deepen the customer's impression of the hotel and enhance the brand image of the hotel. Through the analysis of guests' dining satisfaction, this paper summarizes the implementation effect of marketing activities and provides experience information for future marketing work.