Management strategy of the hotel

As the main source of professional and technical talents and junior and intermediate management talents in the hotel industry, secondary vocational hotel graduates have become the focus of hotel human resource management. Below I will answer your questions about the hotel's business strategy, hoping to help you.

The management strategy of the hotel is 1. First of all, we should analyze the tourist structure of our hotel. In the tourist source structure of the hotel, which can raise the price in the peak season and which can't be adjusted, we should proceed from the interests of the whole hotel and make targeted choices. For example, the house price of the conference tour team is low, and we can raise it appropriately. The specific improvement depends on the actual situation of each hotel. Careful analysis shows that there is a lot of room for price increase. If you are worried that the price increase will lead to a certain loss of customers, don't worry, this is the best opportunity for us to optimize the customer structure. Just classify some customers with lower prices at ordinary times, make a price adjustment notice with them according to their contribution, and decide to stay.

2. In the process of price adjustment, do some publicity and promotion appropriately, assist the price increase, leave a psychological buffer and transition for customers, so that the psychological gap of customers is not too big, and let customers continue to maintain an expectation for your products. For example, some preferential activities can be taken on official website to improve the member's house price, such as electronic vouchers, booking scenic spots tickets and train tickets and other value-added services, so that the customer's attention can be shifted to the services she can enjoy, so that the house price will not be raised, and the customer will not have the idea of not spending again.

Specific revenue management can also be considered from the following aspects.

1, segment market and customers, and forecast demand.

The idea behind revenue management is to effectively manage revenue and inventory through pricing differences, and its basis is the demand elasticity of selected market segments. . Each hotel has its own market positioning, but there are still many differences in customer classification, source channels and consumption characteristics. The consumption demand, price and consumption characteristics of different types of guests are also very different, so their consumption patterns are different. Scientific segmentation of markets and guests can provide accurate information sources for hotels to control resources and improve revenue. On the basis of market segmentation and guest information, we can make relatively accurate predictions of different types of guest needs, adopt different pre-sale methods and price differentiation control, implement dynamic management and marginal revenue management, and minimize the risk of resource use. If the risk of resource use can be minimized, the expectation of hotel revenue can be optimistic.

2. It is necessary to control the occupancy rate of individual guests in front of the door.

Average room rate and average occupancy rate are two major factors that affect hotel room service income. The personal rental income in front of the door has a great influence on the average price of the hotel. Therefore, it is necessary to properly control the occupancy ratio of agreement guests and individual guests in front of the door in order to maximize the average hotel price. In hotels, the price of general agreement guests is lower than that of individual guests in front of the door, and the agreement guests are generally contacted by the marketing department. Due to the incentive of market competition, the hotel management attaches more and more importance to the marketing department and the work pressure is increasing. The marketing department will continue to do everything possible to expand the coverage of the agreed guests and regard it as the work performance of the department. With the increase of customer coverage agreed by the marketing department, the occupancy rate of individual customers in front of the door will go down all the way. If we want to ensure the maximum average price of the hotel, we need the coordination of the hotel authorities, analyze the market situation and the historical data of the rental income of the marketing department and the front office respectively, sort out the appropriate occupancy rate of the individuals in the front office, and prevent the downward trend of the occupancy rate of the individuals in the front office. When implementing the front office revenue management, this problem should be paid enough attention by the hotel management authorities.

3. Dynamic price setting

Price is the most sensitive consumption factor for customers, the most direct management lever for sales, and the main means to increase or decrease hotel profits. At present, under the market situation of oversupply and fierce competition, the price management of almost all hotels has developed from a single static price to a multi-price, competitive and optimized price. The dynamic price includes the discount price of individual customers of the agreement company, the house price of travel team, the house price of conference team, the house price of long-term guests and the floating price of individual customers. For hotels, when making dynamic prices, the most valuable data is the classified prices of rival hotels in the same region and star rating.

4. Oversubscription control

Because there is a certain difference between pre-sale and actual check-in, hotels usually implement a certain proportion of overbooking to reduce the loss when pre-sale and actual check-in are different. The proportion of oversubscription depends on the cooperation between the front desk and the marketing department, analyzing historical data and determining a basic reasonable probability.

This work can be started from several aspects:

Check the reservation. Some guests reserve rooms long in advance. For some time before check-in, some guests can't arrive or cancel their trip in the near future for various reasons, but not all guests will take the initiative to inform the hotel. The front office should check with the guests by phone many times before they arrive, and make adjustments quickly if there are any changes, and notify the relevant departments to re-book or sell the rooms to other guests.

Increase the guaranteed reservation. Pay a deposit in advance or ask for a credit card guarantee to transfer the risk to the guests reasonably, especially during the peak hours of hotel business, such as holidays and major local economic and trade activities.

Strengthen coordination with the marketing department. Because most of the booked guests are generated by the agreement unit of the marketing department, and the salesmen of the marketing department generally relax their requirements for the agreement unit in order to expand their performance, so in the case of overbooking, it is necessary to strengthen communication with the marketing department, strengthen the control of overbooking and reduce hotel losses. The general oversold formula is as follows:

Number of rooms exceeded = number of rooms cancelled temporarily+number of rooms scheduled but not arrived+number of rooms scheduled to check out early-number of rooms scheduled to be delayed.

Is there every factor in the above formula? Expect? To solve this problem, it is not easy to be as accurate as possible, which depends on the accumulation and analysis of historical data (business figures of each business period), strengthen the communication between the front desk and the marketing department, and determine a generally suitable proportion.

5. Price demand control for holidays and major events

Holidays and major market events are often the best time for hotels to make profits. How to make good use of this time is the time for hotel management and front office to give full play to the management income efficiency system. What should be the management motto of this period? When is it time to do it? Raise the price when it is time to raise the price, and don't think too much about other subsequent effects. Otherwise, the machine won't come again without waiting for me. Short in the market? Demand exceeds supply? Timing, the most basic consumer psychology? Beg? Instead of. For what? .

6. Management of team sales and sales agents

For group sales, for example, the price of travel teams of travel agencies should be adjusted and controlled in time according to the market changes at various stages, mainly the total consumption of travel agencies, the average occupancy rate of hotels, the fluctuation of average house prices, and the economic prosperity index of local markets. For sales agents such as online booking center agents, the market situation can be divided once a year.

Re-adjust the price of the new issue after analysis.

7. Make full use of the resources of online reservation and reservation center.

The emergence and development of online booking and booking center is the inevitable and progress of economic marketization, and it is also a result of economic marketization industry segmentation. At present, Ctrip and E Long, two major online booking companies in China, account for more than 80% of the online booking business. They introduced strategic investors and went public through capital operation, and established a solid market position. These online reservations? A middleman? The emergence of hotels is a kind of available resource with low cost and good income for single hotels or hotel group members, and it is a useful supplement to the original marketing methods of hotels. These online booking companies have gathered at least thousands of hotel booking networks. On the one hand, they provide customers with more choices and are close to their psychological needs. On the other hand, the scale of the reservation network operated by a single hotel or hotel group is incomparable. Even the largest hotel group in China manages only a few hundred hotels. We don't have to mind the internet at all, okay? Booking agent? Existence and development will take away part of the hotel's profits. Nothing for nothing. What we should do is gain and loss. From each according to his ability, each takes what he needs? Attitude, encourage member hotels to cooperate with them, honor students and develop together.

According to the latest report written by Bill Carlton of the Hotel Industry Research Center of Cornell School of Hotel Management in the United States, in the next few years, more than 20% of customers will make reservations online. And this proportion was in 2002.

8.34%。 In the operation report of Oriental Garbo member hotels, we can find that many hotels have made reservations through Ctrip, E Long and other reservation centers, which have reached about 10%- 1 1%. Therefore, for hotels, both individual hotels and members of group companies should make full use of the resources of these online booking agents to increase the profitability of hotels.

8. Management of hotel affiliated resources

The ancillary resources of the hotel mainly refer to catering, entertainment facilities and conference facilities outside the guest room. These attached resources are also good product resources for sales at the front desk. When implementing revenue management, the front office staff should be invited to be familiar with the hotel's affiliated resources, sales price policies and price rules, and be trained in marketing to master marketing skills, so as to develop the sales of these resources in a targeted manner.

9. Comparison and analysis of operating conditions

The front office department should compare the monthly operating data, including occupancy rate, various rooms, customer segmentation and sales of various supporting resources, with the data of the previous year, and then make a detailed analysis with the data of similar competitor hotels in the market. Take these valuable marketing data as the decision-making basis for the front office to formulate housing price policies in various periods and report them to the hotel management.

10, revenue management combined with customer value

The value of different customers is different, and sometimes the value of customers cannot be simply defined by a profit index. For example, hotels in second-tier cities have fewer foreign guests. At this time, if the hotel knows how to attract more foreign guests with more favorable prices, even if the check-in price of these foreign guests is lower than that of domestic guests, the comprehensive value they bring to the hotel, such as courtesy, familiarity with and reference to foreign guests' consumption habits, such as the spread of consumption concepts and humanistic feelings, including the change of foreign language practice atmosphere in the hotel, will have a good comprehensive effect.

Characteristics of hotel business strategy 1) Generally speaking, the business strategy is formulated according to the overall development of the enterprise, and the overall functions and advantages of the enterprise are brought into play through the optimal allocation of various business resources. It stipulates the overall action of the enterprise and pursues the overall effect of the enterprise. The activities of all important links and professional functions of an enterprise are local at any time, but as an integral part of the overall action, they have an important impact on the overall efficiency of the enterprise, so they are also global.

2) Long-term, business strategy is the overall plan for the survival and development of enterprises in a certain period of time in the future, which stipulates the objectives of enterprises. It takes a long time to achieve these goals, ranging from 3 to 5 years to 10 years. The Party and the state have formulated a three-step strategy for China's modernization, which lasted for 70 years. The first step is to double the gross national product in 10; The second step is to double the gross national product on this basis (that is, quadruple 1980), and the people will live in 10 to reach a well-off level; The third step is to reach the level of moderately developed countries in 40 or 50 years, that is, by the middle of 2 1 century, China will realize modernization and the people's life will reach a relatively affluent level. Realizing national modernization needs to be based on enterprise modernization. Therefore, to realize enterprise modernization and seek great development, we must also make long-term planning and implement it in stages.

3) concurrence, that is, the characteristics of competitiveness and cooperation. Competitiveness, also known as resistance, refers to the action plan for an enterprise to compete with its rivals in the competition, that is, the action plan to deal with challenges in view of the impacts, pressures, threats and difficulties from domestic and foreign rivals. Through the implementation of business strategy, we can develop our strengths and avoid weaknesses, gain a dominant position, beat our competitors and ensure our own survival and development. Cooperation refers to cooperation with competitors under certain conditions on the basis of competition. The difference between resistance in the market and military is that on the battlefield, the enemy and himself often fight to the death to defeat their opponents. All parties involved in the competition in the market may not fight to the death. In the face of more powerful opponents, the weak side can unite to deal with powerful opponents and achieve a win-win situation. Even powerful enterprises need small and medium-sized enterprises with weak strength to cooperate and develop together. It is also an important trend to move towards cooperation through competition.

4) programmatic, the business strategy stipulates the overall long-term goal, development direction, business focus, direction of progress, as well as the basic principles, main measures and basic steps of action. These principles and principled provisions have the significance of the action program, especially the strategic goal in the business strategy is the struggle program of all employees. These strategic objectives and policies must be developed, decomposed and implemented before they are transformed into existing action plans.

5) Relative stability, because the business strategy stipulates the development goals of the enterprise, which is long-term. As long as the environment for strategic implementation has not changed significantly, even if some changes are expected, the strategic objectives, strategic principles, strategic priorities and strategic steps determined in the business strategy of the enterprise should remain relatively stable and cannot be constantly changed. However, there should be some flexibility in dealing with specific problems without affecting the overall situation.

Matters needing attention in hotel management strategy 1. The relationship between enterprises and investors.

2. The relationship between enterprises and customers, where there are customers, there is a market, and the market is the starting point and destination of enterprise market activities. Target market, that is, determining which customers are the service objects of the enterprise, is a major strategic decision-making topic of the enterprise, which mainly includes: the relationship between service and service, the relationship between sales and purchase, the relationship between selection and being selected, and the relationship between competition and being competed.

3. The relationship between the enterprise and the supplier refers to the source unit of various elements needed to ensure the production and business activities of the enterprise.

4. The relationship between enterprises and competitors refers to competitors who compete with enterprises for sales markets and resources, and it is a relationship of mutual competition, control and anti-control.

5. The relationship between enterprises and distributors is the relationship between production and circulation, as well as the relationship between sellers and buyers, the relationship between service and being served, the relationship between selection and being selected, and the relationship between competition and being contested.

6. The relationship between enterprise and government, that is, the relationship between management and being managed.

7. The relationship between enterprises and communities, enthusiastic development of social welfare undertakings and protection of the ecological environment of communities are conducive to establishing a good image of enterprises, improving their visibility and reputation, and winning wide support from society.