How to do hotel marketing well?

1) Analysis of customer sources during the same period in previous years. Marketers should break down and study the daily room rental situation during the holidays in the same period last year, such as: the number of daily rooms rented, the number of individual guest rooms, the proportion of individual guests from the agreement, the proportion of individual guests from the reservation center, etc., so as to combine past data Compare this to holiday bookings this year. Since travel agency teams tend to make advance reservations, and the number of rooms for the group is usually more certain the closer to the holidays, so marketers should check the group's guest reception status with the travel agency at regular intervals to prevent the travel agency from making false claims in order to control rooms. Or reservations with greater moisture content.

2) Pay attention to the weather forecast during holidays. Since holiday tourists are mainly tourists, their consumption is leisure and self-funded travel, which is more random. Therefore, if the weather is optimistic, some rooms can be reserved for temporary door-to-door individual tourists; if the weather is not good, , It is necessary to recruit more teams to serve as a foundation for the guest rooms. How we need to control and reserve rooms depends on God’s face.

3) Understand the booking status of similar hotels in this city. By understanding competitors and hotel bookings in different locations, you can estimate your hotel room rental prospects.

4) Pay attention to various media reports. Usually a few days before a holiday, major media, including the Internet, will scramble to learn the latest situation from relevant industries and hotels and conduct rolling reports.

5) Get information through other channels. Marketers can learn information from hotel sales colleagues, travel agencies, and customers in the hotel's main source of customers. In short, hotels should try their best to make accurate predictions in order to prepare for the long holiday season.

Be prepared for price adjustments

Based on forecasts, formulate different price strategies for various customer sources. New prices should be set as early as possible to allow enough time to communicate with customers. During this period, marketing staff have a lot of work to do, not only notifying customers by phone, fax, and email, but also from the perspective of caring for customers, reminding customers to make reservations in advance as much as possible to avoid temporary reservations without a room.

In the price adjustment, the adjustment range for different customer sources can be different. Price increases for contract company guests who have always been loyal to the hotel must be prudent, communicate with them, and try to increase the price within the range that the contract guests can bear. Raise prices; you can learn about adjustments to the reservation center online, especially investigate the price adjustments of similar hotels, and take into account the customer's ability to bear and the hotel's own situation. The hotel should take a long-term view of its relationship with customers. The relationship cannot be just a one-time deal, because establishing a good reputation is the basis for developing future customer sources. We must not "rise all boats" and increase prices wantonly due to the increase in tourists during holidays.

Reasonably plan the proportion of customer sources

According to the survey and forecast, reasonably allocate the proportion of customer sources. If the weather conditions are not good, you can increase the number of reservations for the team. If the weather is nice, the number of group bookings can be reduced. But it can’t be a one-size-fits-all decision not to accept groups, unless the hotel has never dealt with a travel agency before. Hotels can reasonably control or screen different market segments through price increases. For long-term cooperation series teams, a certain proportion of rooms should be provided as much as possible.

Reasonably prepare for overbooking

Hotels often encounter the situation of "no-show" after booking a room. Since the domestic credit system has not yet been completely perfected, guests will not bear financial responsibility for failure to fulfill their reservations, which has led to some behaviors that are not welcomed by hotels. For example: guests may make multiple reservations at multiple places due to factors such as price or uncertainty in the number of travelers. This behavior is more common among self-funded tourists who are more casual. By booking multiple places and multiple times, they can get better prices and ensure that they will get a room immediately when they arrive at the hotel. However, no-show will result in hotel vacancies unless the guest can notify the hotel in advance to cancel the reservation. In order to avoid losses caused by no-show situations, hotels can adopt an overbooking strategy. By overbooking a hotel you can prevent the risk of a large number of unfulfilled reservations.

However, if a hotel accepts too many overbookings, it runs the risk of guests arriving without a room available.

In order to reduce the risk of overbooking, the hotel can statistically compare the no-show and cancellation data of previous holidays to arrive at a reasonable percentage. In this way, it can not only minimize the losses caused by vacancies, but also minimize the losses caused by failure to make sufficient reservations. Therefore, not only do marketers need to formulate strategies for forecasting and overbooking, but they also need to communicate and train front-line staff at the front desk. If there really is a situation where a guest makes a reservation but there is no room, try to arrange a room of the same grade in a similar hotel in advance and use the hotel's car to transport the guest there for free.

Make service preparations in advance

During the peak season of the holidays, all hotel manpower, facilities and equipment may be overloaded, so the hotel must conduct inspections of facilities and equipment in advance , reasonably arrange manpower according to the forecast situation. This can cross-train employees in normal times and cultivate generalists. You can also reserve some part-time students from tourism vocational schools to prepare sufficient manpower.

Since during holidays, tourist guests usually arrive during the day, and the check-out time of the previous day’s guests is around 12:00 noon, so sufficient service manpower must be prepared for quick cleaning. Tidy up the room. Through prediction, other business venues such as ticket booking, catering, entertainment and other services must also be prepared in advance.

Further locking in customer sources

Although tourists are mobile guests, some of them are often the first time to stay in a hotel. As marketers, we must find ways to lock in these guests. On the one hand, through The hotel is fully prepared and provides high-quality services to leave a good impression on the guests; on the other hand, the hotel can make the guests return in the future by visiting the guests in the lobby, placing holiday greetings in the guest rooms, giving small gifts, placing VIP card information sheets, etc. possibility. For example: Zhejiang International Hotel placed a holiday greeting letter to guests and a VIP card application form in the guest room of the executive building during the May Day and National Day holidays last year (VIP cards cannot be used during the two national holidays),* A total of more than 600 VIP cards have been issued. According to incomplete statistics, more than 300 VIP cards have been used repeatedly so far. In other words, through this method, the hotel has locked in more than 300 repeat guests.

Do a good job in joint work among relevant parties

1) Timely exchange information with peer hotels, check hotel room status with each other, and ensure mutual exchange of customers.

2) Contact major online booking centers at any time to promptly notify hotel room status.

3) Check with the guests who have booked every day to confirm whether the guests have arrived, the number of arrivals, arrival time, etc.

4) Contact media and radio stations regularly. For example: Hangzhou's Traffic and Tourism Station will regularly broadcast the availability status of hotel rooms to listeners for free.

Through the above aspects of marketing management, it can not only bring considerable profits to the hotel, but also greatly improve customer satisfaction and loyalty