The significance of hotel image

Based on the non-storability of hotel products and the synchronization of production and sales, the establishment of hotel image is particularly important. A clear image is helpful to improve the market awareness of enterprises and enhance their attraction to target customers. Looking at some famous hotel groups abroad, they all have clear target markets and distinctive management characteristics, such as Shangri-La Hotel &; Resort (Shangri-La International Hotel Management Group) is famous for its hospitality, and Ritz-Carlton is famous for its total quality management.

The theme of hotel image positioning means that the hotel takes the creative theme as the starting point, creates the overall image, and determines the corresponding functional positioning and product positioning around this theme positioning. At present, the hotel industry is widely used: simulating the theme image of urban atmosphere, simulating the theme image of myths and legends, and simulating the theme image of historical sites and natural scenery. Americans divide the theme image of hotels into romantic, wild, primitive, avant-garde and classic review. The theme image positioning has been developing and attracting a lot of attention in China, which has formed a lively "eyeball economy" for a time. For example, the World Leisure Expo Park with a total investment of 3.5 billion yuan will be the first theme hotel in China-Dream Castle, which is a typical theme hotel image with myths and legends. Once the image theme of the hotel is selected, the corresponding functions and products of the hotel will be designed and positioned accordingly. Theme positioning provides a valuable reference for the shaping of hotel image in today's differentiated management.