Ask how hotels carry out holiday marketing

The rise of holiday tourism is an indisputable fact, and it has an extremely important impact on the development of hotels. In the current sluggish state of the hotel market, hotels must actively face this emerging market, correctly carry out holiday marketing activities, seize opportunities, and drive their own overall development. The rise of holiday tourism has brought new opportunities to hotel marketing. This material analyzes the operation process of hotel holiday marketing from the hotel's marketing perspective, and discusses the selection of target markets, marketing purposes, and marketing themes in holiday marketing. and marketing media selection, pointing out many issues that should be paid attention to in holiday marketing organization work. The hotel should select the appropriate target market, marketing purpose, marketing theme and marketing media based on actual operating needs and the hotel's star rating conditions, and carry out marketing organization work correctly. 1. Selection of holiday target market Before launching holiday marketing activities, the hotel should first segment the market and select the appropriate segmented target market as the hotel's holiday marketing target market. There are two methods to determine the target market: cross market selection method and single market selection method. The cross-market selection method refers to a method in which the hotel compares its original target market with the objects it faces during the holidays, determines its intersection area, and uses this intersection area as the target market for holiday marketing. Mature hotels have their own specialized target markets. Business hotels target business guests, conference hotels target conference guests, and tourist resort hotels target ordinary tourists. Different hotels have their own market segments. choose. When a hotel carries out holiday marketing activities, it can first determine its original target market, and then use this as a basis to find a fitting area between the holiday target and the hotel's original target market. This fitting area becomes the hotel's holiday target market. The single market selection method refers to a selection method in which the hotel directly takes the objects faced by the hotel as the target market for holiday marketing. The correct choice of holiday marketing target market is the basis for a hotel to successfully carry out holiday marketing activities. 2. Selection of holiday marketing purposes Obtaining economic benefits and achieving long-term development of the hotel are the ultimate destination of any marketing activities carried out by the hotel. In the actual operation of hotels, from a short-term perspective, the marketing purposes of holidays can be divided into three categories: direct profit type, image enhancement type and comprehensive benefit type. 1. Direct profit type Direct profit type refers to the type of holiday marketing activities carried out by hotels for the purpose of obtaining direct economic benefits. With the development of our country's economy and the improvement of people's living standards, people's demand for tourism has become more and more intense. The resulting demand for star-rated hotels is also multi-level and diverse. Therefore, hotels have a very huge market. potential. If a hotel's marketing activities want to achieve good economic benefits, the key is to seize the special needs of the target market. Under the current conditions, many hotels should break through the limitations of traditional marketing and shift their business focus from a single high-end consumer market to a diversified, multi-level consumer market at all levels. Nanjing Dingshan Hotel seizes the weekend leisure needs of the working class and launches the "Weekend Casual Dinner" themed event to provide them with a relaxed, happy, frugal and convenient dining environment, allowing them to experience the consumption atmosphere of a high-end hotel. Through this event , the hotel was a great success, and catering revenue soared.