What should we pay attention to in hotel marketing?

The hotel industry in China developed with the pace of opening to the outside world, and it was the first industry to accept foreign advanced management experience and technology. However, through the investigation of the overall situation of the hotel industry, it is found that the management of many small and medium-sized hotels is still in the primary stage of copying and imitating, lacking the flexibility and innovation consciousness of management, and the operating results are not in the best state. It can be said that today's hotel industry is in a stage that needs to be studied and discussed most, and its operation will be further promoted. Marketing is the part that hotels need to strengthen at present. To do a good job in marketing, hotels should do the following eight things. First, lay a good foundation Hotel management can be summarized as "one center" and "two basic points". 1. The "one center" of hotel operation is the market and target customers. Hotels must attach importance to the market, be market-oriented, and work around the market. The hotel takes the market as the center, that is, it should follow the market rules, do a good job in market research and understand the market demand. We can't rely on subjective speculation to operate, but we should adjust our business strategy in time with market changes and carry out hotel business activities purposefully. 2. The "two basic points" of hotel management There is always competition in the market economy, and sometimes the competition is very cruel. If a hotel wants to win in the fierce competition, it must first practice its internal strength, manage and coordinate all aspects of the work within the enterprise, so as to enhance its operational strength and remain invincible in the unpredictable market. To do this, we must work hard to cultivate and bring up high-quality employees and establish a correct business philosophy. These are two basic points of hotel management. The production and consumption of hotel services occur at the same time, and the contact between guests and employees who provide services is multifaceted and extensive. Without first-class employees, there is no first-class service; Without satisfied employees, there will be no satisfied guests. Employees are the most valuable wealth and resource of the hotel. Cultivating and bringing up a staff with good quality, rich knowledge, skilled skills, standardized etiquette, honest business ethics and enthusiastic working attitude is the most fundamental work of hotel management. Hotel is a traditional service industry, and the service should be customer-oriented, so that customers can feel at home everywhere. To do this, we must fully implement the business philosophy of "guests first", establish the working philosophy of "making customers' satisfaction the first responsibility", consider and serve customers in all directions, and lay a good business foundation in ideological construction. Second, the management should have innovative thinking. The more the society develops and the market is subdivided, the more professional the hotel management should be. In recent years, the phenomenon of similar products, similar patterns and similar stores in domestic hotels is more prominent, which leads to intensified competition among hotels, rising costs and declining benefits. The diversification of consumer demand requires that hotel products must also be diversified. Hotel hardware should not blindly compare luxury, style, size and completeness, but try to design different styles, tastes, atmosphere and cultural characteristics on the basis of limited investment. Hotel software should also be "new" (personalized, characteristic and visual) on the basis of "old" (standardization, standardization and programming). If hotels do not carry out this kind of innovation and transformation, they will be ruthlessly eliminated by the market. Hotel innovation should be carried out according to customers' requirements, fully solicit customers' opinions and listen to various reflections. For old customers, we should actively seek improvement opinions and improve our work in time, so that old customers can constantly feel new services and changes and enhance their loyalty to products. For new customers, it is necessary to strengthen the publicity of the hotel's functional characteristics and highlight the differences with other hotels. To retain customers, products must have changes, innovations and breakthroughs. If a hotel wants to show its uniqueness, the easiest breakthrough is culture. The regional characteristics of culture are particularly obvious. Most of the guests come from different places. The higher the star rating, the farther away the guests are from the hotel, and the greater the cultural difference. Hotels can highlight local characteristics in architectural modeling, interior decoration, clothing for service personnel, service forms, food culture, background music and entertainment activities, so as to attract customers to choose their own hotel consumption. Hotels provide life services, and the general psychology of guests is always innovative, seeking differences and changes, and they are often willing to accept various cultures in different places. If you cater to the original lifestyle of the guests blindly in the service, you may not be able to achieve the ideal effect. Because the guests come from all directions, the stylized mode can't adapt to all the guests, and sometimes the guests may think that this kind of catering is poor in service. Of course, innovative services cannot be imposed on others. We should provide guests with a variety of choices, respect their choices and provide personalized services. Third, do a good job in hotel internal marketing. Hotel internal marketing is the promotion of all hotel employees. This is the continuation and extension of hotel marketing, and it is also the best form to save marketing costs. First of all, internal promotion is aimed at the promotion of guests or old customers who have already stayed. Stabilizing existing customers means stabilizing existing market share. Secondly, internal promotion does not need full-time staff, which is easier and more convenient than external promotion activities. From the general manager to the waiter, from the front desk to the background, everyone can participate, and the hotel staff are all voluntary salesmen. As long as the enthusiasm and initiative of all staff are mobilized and some methods and skills are properly mastered, the hotel will form a strong internal sales force. Secondly, internal promotion does not require special funds. Unlike advertising, public relations and so on. It needs special funds, but at the same time it loses no time to sell it to customers properly, just by changing more flexible methods, language skills and forms. This is the lowest cost and the fastest way to promote sales. In addition, internal promotion is not subject to any restrictions, and it is very convenient to initiate promotion anytime and anywhere during the service process. Therefore, internal promotion is a very effective marketing. It is an extension of external promotion. The guarantee of internal promotion is the quality of service. Only high-quality service will satisfy guests, and they will be willing to accept the induction of internal promotion, increase consumption and spend again. In addition, establishing and perfecting an incentive internal promotion mechanism is the institutional guarantee for doing internal promotion well and establishing the marketing awareness of all employees. Fourth, take the opportunity to carry out business promotion activities. Business promotion is a series of encouraging sales measures taken by the hotel in order to urge the target customers to speed up their purchase decisions and increase the number of purchases. Hotels often change the sales mode of products through certain activities to achieve the purpose of promotion. This changed sales form is suitable for short-term special promotion in a specific period or task, with the purpose of strongly stimulating market demand in a short time and achieving sales results quickly. The forms of hotel business promotion include various celebrations, festival promotions, theme sales, cultural performances, food festivals, entertainment projects, celebrity lectures, exhibitions and so on. Through this activity, the hotel has gained profits, displayed its image and expanded its influence. For example, in recent years, Holiday Inn Zhengzhou Zhongzhou holds various holiday parties every Christmas and Mid-Autumn Festival, and takes the opportunity to launch holiday rooms and catering products, which has a sensational effect every time, becoming the focus of news, causing good market response and obtaining rich economic benefits. On important days, hotels seize the opportunity to hold various sales activities with high cultural taste, strong artistic atmosphere, unique and novel contents and lively and healthy forms, which can not only directly increase hotel income, but also expand hotel visibility and establish a good market image of the hotel. 5. Scientific use of propaganda means hotels can't wait for customers to come to their homes, but they also need publicity, but the choice of propaganda media must be carefully considered. In today's information age, the media are diversified, and different media have different audiences and radiation ranges. Television, radio, newspapers, magazines, business letters, publicity materials, outdoor advertisements, mobile traffic advertisements and many other media and publicity channels often make hotels difficult to choose and at a loss. Through investigation, it is not difficult to find that although some hotels often appear in some media advertisements, the actual effect is not ideal. The reason is that the hotel's target customers are generally scattered, while the media audience is relatively concentrated, which is like fishing with a net on the surface of the lake and Guangzhou, which is laborious and troublesome. For the publicity covering the whole market, the hotel should promote itself by making news, such as trying to attract celebrities and politicians to stay in the hotel, holding activities with great social repercussions, making frequent appearances in the media, and expanding the influence of the hotel with the help of news propaganda. Or according to the mainstream customers who enter the city gate of the hotel, such as setting up outdoor advertisements at airports, stations and docks, and distributing letters, souvenirs and promotional materials to old customers and potential customers for door-to-door promotion, you can get better results. 6. Adopting brand marketing strategy Brand is an important intangible asset of the hotel and has great economic value. Brand marketing is a very effective marketing method. With the increasing diversification and personalization of consumer consumption, the role of brands is becoming more and more important. The establishment of hotel brand can trigger customers' consumption preference, establish customers' friendly feelings, and enhance consumers' sense of identity and loyalty to the brand, thus achieving marketing purposes. Hotel brands let customers know and distinguish themselves from other hotels through the name, logo and logo of the hotel. The establishment of hotel brand is based on service quality. Hotel accommodation is an intangible product with service as its main content. It cannot be touched or consumed, and it relies heavily on consumers' prior perception of its quality. The quality embodied by the brand is the key factor that affects consumers' pre-purchase perception and purchase decision. The quality of hotel brand is mainly conveyed to customers through the appearance characteristics of the hotel, which is embodied in the aspects of price, the appearance of service personnel, the appearance of buildings and so on, which can obviously produce the first impression on customers. These aspects of image enhancement and distinctive appearance are particularly important for building a well-known brand of the hotel. However, the formation of well-known hotel brands does not happen overnight, but depends on the long-term scientific management and unremitting marketing efforts of hotels. Brand marketing itself is the process of creating famous brands. The purpose of brand marketing is to constantly improve the brand and form a famous brand. At present, the importance of famous brands has been recognized by more and more hotels. Hotels can use well-known brands to extend their products and penetrate the market. Seven, the establishment of network marketing channels With the wide application of information technology in the hotel industry, network marketing has become the most effective, economical and convenient marketing means for hotels with its unimaginable development speed. According to the statistics of the American Travel Industry Association, the tourism sales on the Internet in197 was 820 million dollars, and about 6 million Americans made reservations online. It is predicted that by 2002, the travel booking on the Internet will increase by about 10 times. Hotel online sales system is a revolutionary hotel marketing innovation. Its advantages are that it can effectively display the image and service of the hotel, establish a good interactive relationship with customers, efficiently manage the sales process, significantly reduce the sales cost, and improve the economic benefits and management level. Hotel online marketing window can be designed into two systems: external connection and internal connection. External connection refers to the connection between the hotel marketing homepage and other hotel websites, travel websites, other websites in the hotel area and search engine websites. Internal connection refers to the layout and opening form of hotel marketing information content on the home page. The external connection of online hotel marketing information system directly affects the number of opportunities for Internet users to contact and visit hotel websites. We should seriously solve the relationship between the hotel marketing homepage and other hotel websites, travel websites, regional websites where the hotel is located and search engine websites. The internal relationship of hotel marketing information is related to the rationality of marketing information content layout, that is, whether it conforms to people's viewing habits and whether it is convenient for tourists to obtain relevant information. Internet surfers always hope to get the most valuable information through the simplest way. Therefore, we should try our best to make the content structure of online marketing information highlight the characteristics of hotel management. Hotels can arrange the order and composition of content according to their own different situations. For example, hotels featuring conferences should put the relevant content on the top of the fold or the first hypertext link, and try to put the main information in the center of the screen. If there are few information sections, they can be arranged directly into a list, and visitors can get information by scrolling. If there are a large number of information blocks, in order to facilitate visitors to seek the information they need, it should be realized through hypertext connection, but the depth of the connection should not exceed three levels. Too many checkpoints will make tourists lose patience. At present, most web pages have symbol patterns and clearly defined buttons to "navigate". It would be better if every page can be equipped with buttons to let visitors return to the home page immediately. For the detailed marketing information such as catering price, service time, room type, area and price, you can try to express it in tabular form, because it is more organized and clear than simply using words. Eight, pay attention to hotel relationship marketing. Relationship marketing is marketing for key customers. The purpose of hotel relationship marketing is to improve the loyalty of frequent customers and consolidate market share. The common means in hotel relationship marketing are: frequent guest discount, quick check-in/check-out, recording the past information of frequent guests and providing personalized hotel services. Personalized service experience will leave a deep impression on guests. In the relationship marketing of hotels, it is extremely important to collect information related to guests. In order to provide them with personalized service, the hotel collects personal data of some guests through various information channels to accurately understand their consumption hobbies. When they stay in the hotel next time, they don't need to register. The service staff will address them appropriately and guide the guests to check in directly. All services meet the requirements of these customers, such as the orientation and internal layout of the room, timely connecting long-distance calls and providing business support, and bedding and toiletries also meet their personalized requirements. Many customers have this potential need to establish friendly relations with hotels. They hope to get the personalized service of the hotel for a long time, and hope that the service personnel will be familiar with them, care about them, take the initiative to contact them and provide them with quality services. Most customers are willing to establish friendly relations with the hotel and express their opinions on the hotel work. Once the hotel has determined and selected the goal of relationship marketing, it should take the initiative to contact them. The hotel regularly contacts the selected customers to understand their opinions and suggestions on the service work, which will make them think that the hotel is a member of their own network, feel close, and need to subconsciously choose a hotel when they spend money in the hotel. The initiative of hotels in relationship marketing is very important. If every time customers contact the hotel actively and think that they have no special relationship with the hotel, relationship marketing will not achieve the ideal effect. Customer loyalty to the hotel will be rewarded. Rewarding frequent customers is a form of return and the lowest level of relationship marketing. At present, many hotels in China have launched "reward programs" to reward frequent customers in the form of free accommodation and preferential prices, hoping to cultivate loyal customers. Rewards can take many forms, such as taking a reward plan jointly formulated with airlines, clubs, travel agencies and other hotels to benefit from the same operation. The incentive plan is not valid for all customers. For senior business guests, they pay more attention to the hotel's service facilities, service attitude and service quality. In addition, the reward plan is easy to be imitated by competitors. When competitors take similar measures, the impact of incentive plan on customer loyalty will be greatly reduced. Therefore, the reward plan can exchange some customer loyalty, but it can't really create loyal customers.