Hotel WeChat official account planning book

Scheme 1: WeChat Marketing Planning Scheme of Lifestyle Hotel

First, the purpose and significance of WeChat marketing

At present, the number of users of WeChat has exceeded 400 million, and enterprises in various industries have carried out WeChat marketing, and the hotel industry is no exception. In the hotel industry, Pudding Hotel and Zhu Hua Hotel have done the best WeChat marketing and achieved good economic benefits. The benefits of developing WeChat marketing are as follows:

(1) Open up new channels for market promotion and shape corporate brand image;

(2) Strengthen the interaction with customer groups and further develop potential customers;

(3) Push all kinds of promotional and preferential information of the hotel in time to attract customers to book.

Therefore, it is recommended to open WeChat of lifestyle hotel.

Second, the implementation method of opening WeChat WeChat official account

Survey: Zhu Hua Hotel is the registered account of each branch, and sends electronic coupons to fans who care about the hotel. As of June 30th, 20xx, Zhu Hua has 12 16 hotels with a total of 132557 rooms, with an occupancy rate of 9 1.3% and over110,000 members. As of February 15, 20xx, Zhu Hua WeChat has 520,000 fans and more than 200,000 active members, booking an average of 638 rooms per night. 67% of the members came from the "people nearby" function, and only 16.7% was scanned by the store. Wechat members account for 4.7% of the total number of members, and WeChat bookings account for 5.3‰ of the total bookings.

Pudding Hotel is embedded in the hotel html5 page and connected to the WeChat system in the background of Pudding Hotel, so guests can book directly. Wechat online booking function needs some investment and secondary development. At present, Pudding Hotel has more than 230 stores and more than 6 million members in more than 30 cities across the country. As of May 10 of 20xx, the number of WeChat fans has reached 540,000, with 6 1% new users and 264 daily orders. In addition, it is worth mentioning that 26% of the new members have used WeChat to make reservations for more than two times, and the peak booking time of WeChat users is 14:00- 16:00. Thousands of members inquire every day. Pudding only pushes 1 messages on Wednesdays and Fridays, mainly in activities and games.

So in the first stage, we will study China hotels, and each hotel will open a WeChat WeChat official account. Make full use of WeChat shake, nearby people, drifting bottles, adding friends and other functions to develop members. When fans pay attention to the hotel WeChat, the WeChat operator should introduce the hotel's preferential promotion activities to new fans through one-to-one push, and make a more direct interactive experience to fans through the group sending function from time to time. When each branch has more than 500 fans, you can apply for certification to improve your credibility.

In the second stage, when the lifestyle hotel reaches a certain scale and radiates across the country, you can learn from Pudding Hotel, open the group WeChat WeChat official account and apply for official certification. On the basis of the existing functions of WeChat, we can further develop group WeChat official account, and open online booking, WeChat payment and other functions.