Experience in managing homestays.

? A good operating concept is the basic condition for building an excellent homestay. In terms of market supply demand, the operator of the hotel must be clear about what kind of customers he wants to give to the hotel, because it is an unpopular relative market, which is difficult to satisfy and suit everyone. Operators must have their own positioning and persistence, meet the artificial requirements of the people you want to receive, and then operate with a good purpose as the basic criterion.

? I. Value proposition

Value proposition is used to describe a series of products and services that create value for consumers in designated market segments. This is the key to building a successful operation mode and the most critical significance of the hotel. B&B is a power transformation from decadent to magical, a new perspective and opportunity for rural leisure, and a new experience and upgrade of urban life.

What we experience is not only the ecological environment where B&B is located, but more importantly, what we experience and buy is the life concept of people and owners. Isn't the concept of life the most vivid cultural industry? Therefore, the emergence of this cultural industry is not a simple copy of people's concept of life, but a re-creation.

A homestay is also a very good and unique exclusive business place for rural leisure, which needs the support of cultural industry and is a soul experience different from urban life. B&B is actually a place where people can feel, wake up, have an epiphany, know and understand. When you come, you can't forget it. You are indispensable and want to come again.

Second, the customer portrait

Accurately positioning the target consumer circle and finding your target consumers are not only the key factors for a hotel to formulate market positioning, products and packaging, pricing and sales strategies, but also the needs of differentiated competition. The basic principles of customer portrait, first, the principle of territoriality, that is, according to all the key resources you have, affect your consumer groups. The second is the basic principle of adsorption, that is, your value proposition will gather the target consumers.

In the era of Internet big data, especially today's mobile Internet, we usually have products first, then content, and finally the transformation of back-end value. What is a product? Generally speaking, people are still used to seeing a product as a solution or a buying experience, including another tool of progressive relationship.

If the product is a homestay, the content construction of the entire homestay is also a leaf. If there is no photosynthesis of leaves to transport nutrients, and there is no overall foil of leaves, the homestay products are one-dimensional and boring, and it is difficult to generate more connections. It is difficult to talk about a homestay product and make it interactive, but other dimensions can be used to make up for this defect of the product, and the drive of value content is the answer. The goal of the back end is also a process of converting traffic into cash. The value of reforming the back end is enormous.

How to realize traffic, there must be multiple market segments, and consumers who are suitable for the value and content positioning of B&B products can have such a precise positioning community. Even if they don't order your B&B products in the future and establish a * * * enjoyment system for vertical value content, it will also generate huge back-end value.

Three. Key activities

Making money is the key! Key activities are ways to help the host achieve this key goal, which requires the host to focus on the design concept. In addition to the comfort of living function, "fun", "interactive experience" and "mental state dependence" are the key directions to be considered in designing and conceiving key businesses.

Safety protection, environmental sanitation, ecological environment, health and playing nearby should be the hard indicators of key business. In order to ensure the healthy development trend of the homestay industry, homestays need to be standardized. The standardization of homestays is mainly manifested in the following aspects: service standards, safety standards, hygiene standards, comfort standards and coordination standards. The easy thing is not easy. If the key business can be implanted with a strong sense of ceremony and solemnity, it will make passengers remember deeply and deserve to be felt with heart. Key business value chain should be established. Key businesses do not exist in isolation, but are linked together one by one, and value chain thinking is very important. The design concept of telling stories and experiencing scene products is an important method to build a commercial value chain. There must be stories in the land, stories in people and stories in products, so that the hotel can last for a long time.

Fourth, the acquisition of marketing channels

B&B's small business scale affects the limitations of its marketing channels. How to reach the target consumers, brand and word of mouth are the most critical marketing channels for hotels, so "community+circle marketing" is also an efficient method.

Community+circle marketing has three core values.

(1), which is the efficient transmission of brand information and the expansion of consumers;

(2) It is through word of mouth that brand recognition is more consistent;

(3) As a means of consumer maintenance, it drives consumers to order frequently and repeatedly.

"Community+Circle Marketing" usually has two basic operating principles.

First, "community+circle marketing" can be divided into internal core and external communication, and must be linked internally and externally.

Let the target customers and market segment consumers of "community+circle marketing" be at the core, and the key of value, cultural industry, experience and purchase will also be around the key layer of the core. Most of the added value of mental state and soul sensory level is produced by external communication. Although the outer circle is not the direct target group, their word-of-mouth will increase the psychological sublimation value of the core target consumers and increase their motivation to order twice or even repeatedly. Social media platforms such as WeChat, Weibo, and Xiaoxiao will be necessary to drive external communication.

Second, "community+circle marketing" should be extended to the period of product value structure.

B&B has gradually become a "fourth space" tourist place besides family, office and private tea room. The best holiday experience is that you can live in seclusion in Nanshan, gather talents, not only sing wine and write poems, but also enjoy flowers and tea. Therefore, creating a living space that can meet the needs of key high-end consumer groups and become a travel destination is a problem that residents and hosts should think about. B&B has become the dream life concept of quite a few urban elites. Through their influence and their own life concept, it has risen to a brand-new market purchasing power.

B&B is the product of consumption upgrading, which is more aimed at middle and high-end consumer groups and must have a certain purchasing power. Therefore, the positioning of B&B products must meet the internal needs of buyers.

Verb (abbreviation for verb) customer relationship

"Family, or relatives" is the best explanation of customer relationship. Living in a homestay means "going home and reuniting with relatives" and relaxing. B&B is a "small house, big world". The host must fully understand and communicate with passengers, and the relationship with consumers is simple, simple, cordial and natural. The difference between a B&B and a hotel is that the B&B shows "people" and the protagonist of the hotel is "guests".

The owner of B&B has created a "home away from home", which embodies a spiritual realm, pursues individual harmony, is full of local cultural industries and customs, and has a little homesickness. The purpose of "people" living here is not to stay for the sake of staying, but to enjoy spiritual products that have not been experienced in real life during the "stay" time. The humanistic feelings of the homestay "home and relatives" will also become her long-term competitiveness.

Key resources of intransitive verbs

The key resource is the chip to improve efficiency. Including nature and humanity. People often say that natural resources, or beautiful scenery, or profound historical and cultural heritage. Therefore, most B&Bs are selected as carriers in excellent tourist cultural areas with unique geographical characteristics or oriental civilization areas with a long history, so the initial development trend of B&Bs is basically developed from tourist attractions.

Family members are the key production units of the hotel, so people's humanistic feelings and literacy are usually the key elements of key resources and the best carrier to convey the key concepts of cultural industry value. People are the soul of homestay. The owner's personal taste affects the taste of the hotel. The development trend of homestays usually starts from the simple independent space of "tourism+residence" or "leisure+residence" and ends with "tourism (leisure)+residence+happy experience" as the development trend track of key cultural industries.

Seven. partner

A partner is a network of suppliers and partners needed for the effective operation of the operating model. In the Internet age, the "internet plus" effect is very obvious.

Internet is indispensable in the development trend of B&B, and it should be the key partner of B&B.. The appearance of online booking platform of "Internet plus B&B" conforms to people's application habits, and also makes more people see B&B and increases its audience. In the future development, the combination of B&B and Internet will be closer.

Eight. fixed cost

The fixed cost structure of B&B products is relatively simple and clear, but owners usually ignore two indicators when estimating and thinking about costs, namely sunk cost and opportunity cost. Before the sunk cost, the most common mistake you make is to be too greedy for the sunk cost, and continue the original mistake, leading to greater losses.

Opportunity cost, that is, choice cost, is the cost of making one choice, which will damage another choice. These two seemingly illusory, but often depend on the income prospects of hotel product operation and management, and become the ultimate constraint and the ultimate pusher.

Nine. Operating income

At present, B&B's operating income is mainly room income and derivative service income. Relatively speaking, the operating income of B&B products is relatively simple and has certain limitations. People can consider relying on the surrounding tourism resources to provide business projects with local characteristics, which has strong synergy and integration ability with other tourism platforms.

At present, many homestays do not rely on room sales, but rely on peripheral derivative products or derivative services to explore and explore innovative income-generating points.

By using the "nine-square diagram of business model canvas" to analyze and build the operation and management fortress of B&B products, there are three suggestions on how to do well the operation and management of B&B products:

1. Develop with innovative ideas and shape the brand of B&B.

Innovation is the first key factor. In the form of investment and financing, continuously attracting foreign funds and organizing government departments, investors, artists and villagers need not only the combination of funds, but also the collision of ideas and the innovation of operation and management. Develop regional cluster homestays rapidly, reconstruct the rural leisure tourism system with the concept of "homestay", and shape the rapid development mode of homestay management with local culture.

2. Integrate into the local traditional culture and increase the added value of the hotel.

Many houses in the village are invested by foreign intellectuals, which will inevitably lead to acclimatization. Without a deep understanding of local traditional culture, setting up a homestay may lead to four differences, unreasonable positioning and failed project investment. The host personally cooks breakfast with local ingredients and personally explains local cultural attractions, which is completely different from the accommodation experience of business hotels. People's masters can't just make B&B a place to provide accommodation. On the contrary, it should create an interesting farm life experience field, which can increase the added value of B&B traditional culture.

3. Strengthen marketing propaganda to promote the rapid development of "Internet plus B&B"

According to statistics, about 60% hotel operators are still using traditional marketing methods. Therefore, how to optimize the existing resources in many aspects and formulate modern marketing methods that integrate Internet and mobile Internet technologies has become the primary task of hotel management.

The development prospect of "Internet plus B&B" is very great. Residents should take building a B&B platform as a major event. They should not only provide convenience for online transactions for tourists, but also provide a package of solutions for accommodation, catering, entertainment, shopping and derivative products of traditional culture, and comprehensively increase the industrial chain of leisure B&B. National entrepreneurship and mass entrepreneurship are regarded as one of the "double engines" of China's social and economic development under the new situation, and homestays have also become the "new favorites" of national entrepreneurship and mass entrepreneurship, and China is now. The homestay industry is promising. However, the so-called "ebb and flow" and "a few happy families are worried" make the hotel industry develop healthily, orderly and rapidly, and choosing a suitable operation mode is the key.

In fact, what I want to say is that every tenant is very important in running a homestay. Many humanistic feelings are generated in the process of management, rather than adding humanistic feelings to management, and tenants will not buy it. Daily operation management depends on how long you can do it and how much money you can earn.

After reading it, I found that these are all you know. In fact, there is no shortcut to the operation and management of B&B short rent, but we can be smart and avoid detours in a scientific and reasonable way.